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Tea in Hungary

Publisher Euromonitor International
Published Dec 05, 2025
Length 25 Pages
SKU # EP20638796

Description

Tea in Hungary remained under pressure in 2025, even as inflation began to ease and retail pricing became more predictable compared with previous years. Tea culture in the country is relatively fragile, and many consumers still regard tea as an occasional remedy rather than a core element of daily hydration. This means that when prices rise or budgets tighten, tea is one of the first hot drinks categories to be reduced or replaced by alternatives such as coffee or flavoured water. Although unit...

Euromonitor International's Tea in Hungary report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Black Tea, Fruit/Herbal Tea, Green Tea, Instant Tea, Other Tea.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report??
* Get a detailed picture of the Tea market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

25 Pages
Tea in Hungary
Euromonitor International
December 2025
List Of Contents And Tables
TEA IN HUNGARY
KEY DATA FINDINGS
2025 DEVELOPMENTS
Price fatigue, fragile tea culture and wellness-led niches shape performance in a soft market
INDUSTRY PERFORMANCE
Weak tea culture and price sensitivity keep the category on a downward path despite easing inflation
Fruit and herbal teas remain the core engine of value as wellness positioning sustains interest
WHAT’S NEXT?
Tea expected to record modest value growth as consumption broadens beyond winter remedies
Fruit and herbal teas to lead innovation as brands leverage functionality, flavour diversity and new formats
Private label expansion in wellness-led teas to shape competition and improve accessibility
COMPETITIVE LANDSCAPE
Pickwick maintains leadership through breadth of range, legacy trust and everyday accessibility
Private label outperforms as price sensitivity rises and retailer brands broaden their ranges
CHANNELS
Large-format grocery remains central while gradually ceding share to discounters and online
Discounters and e-commerce gain importance as value and convenience reshape purchasing habits
CATEGORY DATA
Table 1 Retail Sales of Tea by Category: Volume 2020-2025
Table 2 Retail Sales of Tea by Category: Value 2020-2025
Table 3 Retail Sales of Tea by Category: % Volume Growth 2020-2025
Table 4 Retail Sales of Tea by Category: % Value Growth 2020-2025
Table 5 NBO Company Shares of Tea: % Retail Value 2021-2025
Table 6 LBN Brand Shares of Tea: % Retail Value 2022-2025
Table 7 Forecast Retail Sales of Tea by Category: Volume 2025-2030
Table 8 Forecast Retail Sales of Tea by Category: Value 2025-2030
Table 9 Forecast Retail Sales of Tea by Category: % Volume Growth 2025-2030
Table 10 Forecast Retail Sales of Tea by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
HOT DRINKS IN HUNGARY
EXECUTIVE SUMMARY
High prices, global supply disruption and weakening consumer confidence shape a challenging year for hot drinks
KEY DATA FINDINGS
INDUSTRY PERFORMANCE
Convenience-driven premiumisation in coffee pods continues despite pressures in the broader market
Fruit and herbal teas gain traction as wellness needs intensify and consumers seek functional comfort
Price sensitivity remains a defining force in consumer decision-making and shapes all hot drinks categories
WHAT’S NEXT?
Modest value growth ahead as stabilising inflation, improved availability and renewed category engagement support recovery
Coffee culture remains the dominant long-term force as home-brewing, RTD formats and premium experiences drive modernisation
Functional innovation and health-aligned reformulation will accelerate across hot drinks, with fruit/herbal tea and cocoa leading diversification
COMPETITIVE LANDSCAPE
Nestlé retains market leadership but faces pressure from structural declines in instant coffee and intensifying competition
Bedeco returns as the most dynamic company, capturing momentum through nostalgic branding and modern wellness positioning
CHANNELS
Supermarkets and hypermarkets remain dominant, but discounters gain ground as affordability becomes critical
E-commerce accelerates as digital convenience, improved assortment and younger shopper engagement drive structural growth
FOODSERVICE VS RETAIL SPLIT
Foodservice recovers as tourism, warmer weather and improving consumer sentiment lift on-trade activity
MARKET DATA
Table 11 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2020-2025
Table 12 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2020-2025
Table 13 Retail Sales of Hot Drinks by Category: Volume 2020-2025
Table 14 Retail Sales of Hot Drinks by Category: Value 2020-2025
Table 15 Retail Sales of Hot Drinks by Category: % Volume Growth 2020-2025
Table 16 Retail Sales of Hot Drinks by Category: % Value Growth 2020-2025
Table 17 Foodservice Sales of Hot Drinks by Category: Volume 2020-2025
Table 18 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2020-2025
Table 19 Total Sales of Hot Drinks by Category: Total Volume 2020-2025
Table 20 Total Sales of Hot Drinks by Category: % Total Volume Growth 2020-2025
Table 21 NBO Company Shares of Hot Drinks: % Retail Value 2021-2025
Table 22 LBN Brand Shares of Hot Drinks: % Retail Value 2022-2025
Table 23 Penetration of Private Label in Hot Drinks by Category: % Retail Value 2020-2025
Table 24 Retail Distribution of Hot Drinks by Format: % Volume 2020-2025
Table 25 Retail Distribution of Hot Drinks by Format and Category: % Volume 2025
Table 26 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2025-2030
Table 27 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2025-2030
Table 28 Forecast Retail Sales of Hot Drinks by Category: Volume 2025-2030
Table 29 Forecast Retail Sales of Hot Drinks by Category: Value 2025-2030
Table 30 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2025-2030
Table 31 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2025-2030
Table 32 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2025-2030
Table 33 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2025-2030
Table 34 Forecast Total Sales of Hot Drinks by Category: Total Volume 2025-2030
Table 35 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources

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