2014-01-31 02:47:02 - Hungary Beer Market Insights 2013 - a new market research report on companiesandmarkets.com
Most of the beer consumed in Hungary is lager beer, which continues to hold a share of almost 94%, although the segment has lost 5% to other beers over the past five years, as the market has diversified and become more sophisticated.
Heineken created the non-alcoholic beer mixes segment by launching Soproni Zero in 2012. This move was shortly followed by Molson Coors´ introduction of BorsodiFriss Zero and it is reasonable to expect the same move from SABMiller in 2013.As the market faces a relapse and leading brewers are fighting for their market share, the market gets more sophisticated, with brewers trying to attract consumers by other means than just price promotions.
An increase in excise duty was introduced for all brewers,
large and small in early 2013. Adding to the 2% increase in VAT during 2012, this pushes the duties levied on beer to one of the highest in the EU.
The Hungarian beer market has a relatively small number of products produced under PL, recording modest market share of below 9%, despite impressive growth in 2012.
According to most producers, beer mixes are close to reaching their full potential and therefore the segment needs to be stimulated. The main innovations designed to energize the segment were new flavors in the existing ranges and the launch of more non-alcoholic beer mixes during the year.
Despite the fact that, in volume terms at least, small brewers remain insignificant and their path to consumers is more difficult due to the high costs of distributing outside their neighboring areas or penetrating modern retail, microbreweries take pride in their products and continue to present them at various festivals across the country throughout the year.
Borsodi launched an extra large beer can (55cl), unique on the Hungarian beer market and promoted it as ´10% free beer´, and also released a 50cl PET bottle for BorsodiFriss lemon beer mix. It is similar to soft drinks packaging and directly targets soft drinks consumers.
Most of the beer market´s contraction in 2012 was caused by the continuing decline in on-premise consumption, as consumers are forced to limit their number of on-premise visits by the widespread lack of disposable income.
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