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Country Profile: Spirits Sector in Hungary

Country Profile: Spirits Sector in Hungary

Summary

Hungarian Spirits sector accounted for a volume share of 0.3% of the global market and 2.6% of the regional (Eastern Europe) market, in 2016. The sector is expected to grow at a CAGR of 1.6% during 2016-2021. Slow growth in the sector can be attributed to heavy taxation on alcoholic beverages levied by the Hungarian government to discourage consumption. However, growing economy and rising demand for Fruit distilled and domestically produced spirits is aiding the growth of the sector. Per capita consumption stood at 9.7 liters compared to the global and Eastern Europe levels of 6.4liters and 10.4 liters, respectively, in 2016.

Consumption of Spirits is marginally high among the male population compared to females in Hungary. It is also high among Hungarian consumers who attended Upper Secondary school. In terms of consumption by age group, Older Consumers and Pre-Mid Lifers together accounted for a 52.9% share in 2016. Specialty Spirits was the largest by value sales in 2016. Brandy is expected to grow the fastest CAGR compared to Gin & Genever, Liqueurs (1.6%), Rum (1.7%), Specialty Spirits, Tequila & Mezcal, Vodka (1%), and Whiskey (1.3%).

Hypermarkets & Supermarkets is the leading channel for the distribution of Spirits in Hungary. It accounted for a volume share of 34.5% in 2016. It was followed by On-trade transactions and Food & Drinks Specialists. The top five brands in the Hungarian Spirits sector accounted for 8.9% value share in 2016. Private labels accounted for 13.3% share by volume in the same year.

The report Country Profile: Spirits Sector in Hungary, provides insights on high growth markets to target, trends in the usage of packaging materials, category level distribution channel data and market share of brands.

In particular, this report provides the following -

  • Market data: Overall market value and volume data with growth analysis for 2011-2021. The overall market value and volume included in the report is split on the basis of On-trade and Off-trade
  • Category coverage: Value and growth analysis for Brandy, Gin & Genever, Liqueurs, Rum, Specialty Spirits, Tequila & Mezcal, Vodka, and Whiskey with inputs on individual category share within each market and the change in their market share forecast for 2016-2021
  • Leading players: Market share of brands and private labels, including private label growth analysis from 2011-2016
  • Distribution data: Percentage of sales within each market through distribution channels such as On-trade, Hypermarkets & Supermarkets, Convenience Stores, Food & Drinks Specialists, eRetailers and others
  • Packaging data: Consumption breakdown for package materials and pack types in each market, in terms of percentage share of number of units sold. Package material data for Glass, Flexible Packaging, Rigid Metal and others; pack type data for: Bottle and Stand Up Pouch..
Companies mentioned in this report: LVMH Moet Hennessy - Louis Vuitton,Remy Coitreau Group,Bolyhos Distillery,Békési Brandy Company,Rézangyal Keresekedelmi Korlátolt Felelosségu Társaság,Zsindelyes Kereskedoház Kft,Zwack Unicum Rt,Clear Creek Distillery,Gyor Liquor Ltd,Panyolai Szilvórium Kft.,Stock Spirits Group,Trois Tours,Vitalis Kft.,Bacardi Limited,Berry Bros & Rudd.,Diageo PLC, UK,Lucas Bols NV,Pernod Ricard SA

Scope
  • The Spirits sector in Hungary is forecast to grow at 1.6% CAGR in value terms during 2016-2021
  • Per capita consumption of Specialty Spirits is high in Hungary compared to global level
  • Hypermarkets & Supermarkets accounted for the leading share in the distribution of Spirits in Hungary
  • Trois Tours accounted for a volume share of 2.37% in the Hungarian Spirits sector
  • Glass is the most commonly used package material in the Hungarian Spirits sector
Reasons to buy
  • Identify high potential categories and explore further market opportunities based on detailed value and volume analysis
  • Existing and new players can analyze key distribution channels to identify and evaluate trends and opportunities
  • Gain an understanding of the total competitive landscape based on detailed brand share analysis to plan effective market positioning
  • Access the key and most influential consumer trends driving Spirits consumption, and how they influence consumer behavior in the market which will help determine the best audiences to target
  • Our team of analysts have placed a significant emphasis on changes expected in the market that will provide a clear picture of the opportunities that can be tapped over the next five years, resulting in revenue expansion
  • The packaging analysis report helps manufacturers, in identifying the most commonly used packaging materials in the sector
  • Analysis on key macro-economic indicators such as GDP per capita, population (overall and breakdown by age), and consumer price index. It also covers a comparative analysis of political, economic, socio-demographic, and technological indicators (PEST) across 50 countries.


1. Report Scope 1
2. Executive summary 2
3. Hungary in the global and regional context 3
3.1. Hungary’s share in the Global and Eastern European Spirits sector 3
3.2. Hungary compared to other leading countries in Eastern Europe 4
4. Market size analysis - Spirits sector 5
4.1. Value and volume analysis - Spirits sector in Hungary 5
4.2. Per capita consumption - Hungary compared to Eastern Europe and globally 6
4.3. Extent to which consumers are trading up/down 7
4.4. Value and volume analysis of markets in the Spirits sector 8
4.5. Growth analysis by markets 9
5. Market and category analysis 10
5.1. Per capita consumption analysis by markets 10
5.2. Market analysis: Brandy 11
5.3. Market analysis: Gin & Genever 13
5.4. Market analysis: Liqueurs 14
5.5. Market analysis: Rum 16
5.6. Market analysis: Specialty Spirits 18
5.7. Market analysis: Tequila & Mezcal 20
5.8. Market analysis: Vodka 21
5.9. Market analysis: Whiskey 23
6. Distribution analysis 26
6.1. Distribution channel share analysis: Spirits 26
6.2. Distribution channel share analysis: Brandy 27
6.3. Distribution channel share analysis: Gin & Genever 28
6.4. Distribution channel share analysis: Liqueurs 29
6.5. Distribution channel share analysis: Rum 30
6.6. Distribution channel share analysis: Specialty Spirits 31
6.7. Distribution channel share analysis: Tequila & Mezcal 32
6.8. Distribution channel share analysis: Vodka 33
6.9. Distribution channel share analysis: Whiskey 34
7. Competitive landscape 35
7.1. Brand share analysis by sector 35
7.2. Brand share analysis by markets 39
7.3. Brand share analysis by category 49
7.3.1. Brandy 49
7.3.2. Liqueurs 51
7.3.3. Rum 53
7.3.4. Specialty Spirits 54
7.3.5. Vodka 55
7.3.6. Whiskey 57
7.4. Private label share analysis 59
8. Packaging analysis 61
8.1. Packaging share and growth analysis by package material 61
8.2. Packaging share analysis by package material 62
8.3. Packaging share and growth analysis by pack type 63
8.4. Packaging share analysis by pack type 64
8.5. Packaging share and growth analysis by closure type 65
8.6. Packaging share analysis by closure type 66
8.7. Packaging share and growth analysis by primary outer type 67
8.8. Packaging share analysis by primary outer type 68
9. Macroeconomic analysis 69
9.1. GDP per Capita 72
9.2. Population and population growth 73
9.3. Consumer Price Index 74
9.4. Population breakdown by age 75
10. Consumergraphics 76
10.1. Consumption by Gender 76
10.2. Consumption by Age 77
10.3. Consumption by Education 78
10.4. Consumption by Degree of Urbanization 79
11. Methodology 81
12. Definitions 82
13. Appendix 86
14. About GlobalData 100
15. Disclaimer 101
16. Contact Us 102
List of Tables
Table 1: Volume share of Hungary in the global and Eastern Europe Spirits sector, 2011-2021 3
Table 2: Growth analysis by markets, 2016-2021 9
Table 3: Per capita consumption* (by markets) in Hungary , Eastern Europe and Global average, 2016 10
Table 4: Value analysis of Brandy market categories, 2011-2021 12
Table 5: Volume analysis of Brandy market by categories, 2011-2021 12
Table 6: Value analysis of Liqueurs market by categories, 2011-2021 15
Table 7: Volume analysis of Liqueurs market by categories, 2011-2021 15
Table 8: Value analysis of Rum market categories, 2011-2021 17
Table 9: Volume analysis of Rum market by categories, 2011-2021 17
Table 10: Value analysis of Specialty Spirits market by categories, 2011-2021 19
Table 11: Volume analysis of Specialty Spirits market by categories, 2011-2021 19
Table 12: Value analysis of Vodka market categories, 2011-2021 22
Table 13: Volume analysis of Vodka market by categories, 2011-2021 22
Table 14: Value analysis of Whiskey market by categories, 2011-2021 24
Table 15: Volume analysis of Whiskey market by categories, 2011-2021 25
Table 16: Brand Volume - Spirits sector, 2016 36
Table 17: Brand Volume - Brandy market, 2016 39
Table 18: Brand Volume - Gin & Genever market, 2016 41
Table 19: Brand Volume - Liqueurs market, 2016 42
Table 20: Brand Volume - Rum market, 2016 43
Table 21: Brand Volume - Specialty Spirits market, 2016 44
Table 22: Brand Volume - Tequila & Mezcal market, 2016 45
Table 23: Brand Volume - Vodka market, 2016 46
Table 24: Brand Volume - Whiskey market, 2016 48
Table 25: Brand Volume - Armagnac category 49
Table 26: Brand Volume - Cognac category 49
Table 27: Brand Volume - Fruit Brandy category 49
Table 28: Brand Volume - Other Grape Brandy category, 2016 50
Table 29: Brand Volume - Bitters category, 2016 51
Table 30: Brand Volume - Cream Liqueurs category, 2016 51
Table 31: Brand Volume - Fruit Liqueurs category, 2016 51
Table 32: Brand Volume - Other Liqueurs category, 2016 52
Table 33: Brand Volume - Dark Rum category, 2016 53
Table 34: Brand Volume - Light Rum category, 2016 53
Table 35: Brand Volume - Other Specialty Spirits category, 2016 54
Table 36: Brand Volume - Flavored Vodka category, 2016 55
Table 37: Brand Volume - Unflavored Vodka category, 2016 55
Table 38: Brand Volume - American Whiskey category, 2016 57
Table 39: Brand Volume - Canadian Whiskey category, 2016 57
Table 40: Brand Volume - Irish Whiskey category, 2016 57
Table 41: Brand Volume - Scotch Whisky category, 2016 57
Table 42: Brand Volume - Other Whiskey category, 2016 58
Table 43: Consumption of Spirits by gender and markets (Million Liters, 2016) 76
Table 44: Consumption of Spirits by age and markets (Million Liters, 2016) 77
Table 45: Consumption of Spirits by education and markets (Million Liters, 2016) 78
Table 46: Consumption of Spirits by degree of urbanization and markets (Million Liters, 2016) 79
Table 47: Market Definitions 82
Table 48: Category Definitions 83
Table 49: Channel Definitions 85
Table 50: Market Value for Brandy - by category (Ft Million) 2011-2021 86
Table 51: Market Value for Brandy - by category (US$ Million) 2011-2021 87
Table 52: Market Volume for Brandy - by category (Million Liters) 2011-2021 87
Table 53: Market Value for Liqueurs - by category (Ft Million) 2011-2021 88
Table 54: Market Value for Liqueurs - by category (US$ Million) 2011-2021 88
Table 55: Market Volume for Liqueurs - by category (Million Liters) 2011-2021 89
Table 56: Market Value for Rum - by category (Ft Million) 2011-2021 89
Table 57: Market Value for Rum - by category (US$ Million) 2011-2021 90
Table 58: Market Volume for Rum - by category (Million Liters) 2011-2021 90
Table 59: Market Value for Specialty Spirits - by category (Ft Million) 2011-2021 91
Table 60: Market Value for Specialty Spirits - by category (US$ Million) 2011-2021 91
Table 61: Market Volume for Specialty Spirits - by category (Million Liters) 2011-2021 92
Table 62: Market Value for Vodka - by category (Ft Million) 2011-2021 92
Table 63: Market Value for Vodka - by category (US$ Million) 2011-2021 92
Table 64: Market Volume for Vodka - by category (Million Liters) 2011-2021 93
Table 65: Market Value for Whiskey - by category (Ft Million) 2011-2021 93
Table 66: Market Value for Whiskey - by category (US$ Million) 2011-2021 94
Table 67: Market Volume for Whiskey - by category (Million Liters) 2011-2021 94
Table 68: Components of change - by Market, 2015-2016 95
Table 69: Spirits Sales Distribution in Hungary - by Markets (Million Liters), 2016 95
Table 70: Package Material (in Million pack units) 96
Table 71: Pack Type (in Million pack units) 96
Table 72: Closure Type (in Million pack units) 96
Table 73: Primary Outer Type (in Million pack units) 97
Table 74: Exchange Rates: (US$-Ft), 2011-2021 98
Table 75: GDP Per Capita (Ft), 2011-2016 98
Table 76: Population, 2011-2016 98
Table 77: Consumer Price Index, 2011-2016 98
Table 78: Age Profile (in Millions) , 2016 99
List of Figures
Figure 1: Hungary compared to other top four countries in Eastern Europe - market size, growth, and competitive landscape 4
Figure 2: Market size analysis by value and volume, Spirits sector, 2011-2021 5
Figure 3: Per capita consumption*in Hungary compared to global and Eastern European average, 2011-2021 6
Figure 4: Degree of trading up/down in the HungarianSpirits sector, 2015-2016 7
Figure 5: Value and volume growth analysis by markets, 2016-2021 8
Figure 6: Value and volume growth analysis, Brandy market, 2011-2021 11
Figure 7: Value and volume growth analysis, Gin & Genever market, 2011-2021 13
Figure 8: Value and volume growth analysis, Liqueurs market, 2011-2021 14
Figure 9: Value and volume growth analysis, Rum market, 2011-2021 16
Figure 10: Value and volume growth analysis, Specialty Spirits market, 2011-2021 18
Figure 11: Value and volume growth analysis, Tequila & Mezcal market, 2011-2021 20
Figure 12: Value and volume growth analysis, Vodka market, 2011-2021 21
Figure 13: Value and volume growth analysis, Whiskeymarket, 2011-2021 23
Figure 14: Distribution channel share (Volume), Spirits, 2011-2016 26
Figure 15: Distribution channel share (Volume), Brandy market, 2011-2016 27
Figure 16: Distribution channel share (Volume), Gin & Genever market, 2011-2016 28
Figure 17: Distribution channel share (Volume), Liqueurs market, 2011-2016 29
Figure 18: Distribution channel share (Volume), Rum market, 2011-2016 30
Figure 19: Distribution channel share (Volume), Specialty Spirits market, 2011-2016 31
Figure 20: Distribution channel share (Volume), Tequila & Mezcal market, 2011-2016 32
Figure 21: Distribution channel share (Volume), Vodka market, 2011-2016 33
Figure 22: Distribution channel share (Volume), Whiskey market, 2011-2016 34
Figure 23: Leading brands in the HungarianSpirits sector, volume share, 2016 35
Figure 24: Leading brands in the Brandy market, volume share, 2016 39
Figure 25: Leading brands in the Gin & Genever market, volume share, 2016 41
Figure 26: Leading brands in the Liqueurs market, volume share, 2016 42
Figure 27: Leading brands in the Rum market, volume share, 2016 43
Figure 28: Leading brands in the Specialty Spirits market, volume share, 2016 44
Figure 29: Leading brands in the Tequila & Mezcal market, volume share, 2016 45
Figure 30: Leading brands in the Vodka market, volume share, 2016 46
Figure 31: Leading brands in the Whiskey market, volume share, 2016 48
Figure 32: Private label penetration by markets (volume terms), 2016 59
Figure 33: Growth analysis, private label and brands, (2011-2016) 60
Figure 34: Packaging share and growth analysis by package material, 2011-2021 61
Figure 35: Use of package material by markets (in pack units), 2016 62
Figure 36: Packaging share and growth analysis by pack type, 2011-2021 63
Figure 37: Use of pack type by markets (in pack units), 2016 64
Figure 38: Packaging share and growth analysis by closure type, 2011-2021 65
Figure 39: Use of closure type by markets (in pack units), 2016 66
Figure 40: Packaging share and growth analysis by primary outer type, 2011-2021 67
Figure 41: Use of primary outer type by markets (in pack units), 2016 68
Figure 42: Relative comparison of countries based on PEST analysis 69
Figure 43: Hungary’s GDP per capita, 2011-2016 72
Figure 44: Population growth in Hungary, 2011-2016 73
Figure 45: Consumer Price Index, Hungary, 2010-2016 74
Figure 46: Age Profile, Hungary, 2016 75
Figure 47: Consumption of Spirits by gender, Hungary, 2016 76
Figure 48: Consumption of Spirits by age, Hungary, 2016 77
Figure 49: Consumption of Spirits by education, Hungary, 2016 78
Figure 50: Consumption of Spirits by degree of urbanization, Hungary, 2016 79
Figure 51: About GlobalData 100

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