Synopsis
A detailed market research report on the Hungary beer industry. Researched and published by Canadean.
Scope
This report provides readers with an excellent way of gaining a thorough understanding of the dynamics and structure of the Hungary Beer industry. Data includes volumes from 2008 to 2012 plus forecasts for 2013, enabling historical and current trend analysis.
This report provides readers with in-depth market segmentation: mainstream, premium, super premium, discount, alcoholic strength, local segmentation, beer type.
This report provides data and analysis of the performance of both domestic and imported brands and reports on new product activity in 2012.
This report provides an analysis of industry structure, reports on company volumes and contains brewer profiles for major brewers
This report provides distribution channel data (on- vs off-premise) and discusses the latest trends in the key sub-channels. Packaging data includes consumption volumes by pack material, type, size, refillable vs non-refillable, multi-serve vs single serve. Market valuation data and pricing data, including beer consumption by price segment/distribution channel and selected consumer beer prices are also included.
Summary
Why was the report written?
This report comprises of high level market research data on the Hungary beer industry, published by Canadean. The report covers total market (on- and off-premise) and includes valuable insight and analysis on beer market trends, brands, brewers, packaging, distribution channels, market valuation and pricing.
What is the current market landscape and what is changing?
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.
What are the key drivers behind recent market changes?
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.
What makes this report unique and essential to read?
The Hungary Beer Market Insight report is designed for clients needing a quality in-depth understanding of the dynamics and structure of the Beer market. The report provides a much more granular and detailed data set than our competitors. All data has been researched, brand upwards, by an experienced ‘on-the-ground’ industry analyst who conducts face-to-face interviews with key producers, leading companies in allied industries, distributors and retailers.
Reasons To Buy
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.
Domestic consumption was limited by the persisting poor macroeconomics in Hungary.
The decline in exports was not only due to the decreasing consumption of beer in many European countries. In countries like Romania, where consumption increased, brewers simply failed to capitalize on the chances these markets presented.
The Hungarian beer market has become highly aggregated. This was furthered by the top three brewers’ combined market share being almost 3% higher in comparison to the previous year.
Due to high costs penetrating the modern retail channel with national distribution is extremely difficult for small brewers. As a result, aside from the brands of the leading brewers, only imported beers are usually found in modern retail outlets.
Canadean Hungary Beer Market Insights Report 2013
Executive Summary
Section 1 Market Context
MARKET CONTEXT
Market Environment
The Consumer Palate
All Commercial Beverages
Legislation and Taxation
MARKET PARAMETER TABLES
Table – Population Size and Growth, 1992-2015F
Table – East Europe Population Size and Growth, 2002-2013F
Table – Economic Indicators, 2004-2014F
Table – East Europe Commercial Beverage Consumption - Per Capita, 2002-2013F
Table – East Europe Commercial Beverage Consumption - Per Capita, % Share, 2002-2013F
Table – East Europe Beverage Consumption Per Capita, Growth, 2003-2013F
LEGISLATION AND TAXATION TABLES
Table 1.5.1 – Taxation Base
Table 1.5.2 – Historical Excise Rates of Beer
Table 1.5.3 – Legal Controls on Beer
Table 1.5.4 – Tax Burden on Beer @ 5% Abv, 2012
Section 2 Market Background Briefing
MARKET BACKGROUND BRIEFING
Table – Beer Definitions by Type - Local Segmentation
Table – Beer Definitions by Type - Standard Price Segmentation
Table – Beer Definitions by Type - Alcoholic Strength
Table – Beer Definitions by Type – Beer Type
Table – Beer Definitions by Type - Local, National and International
Section 3 Market Update
MARKET UPDATE
Beer Key Facts
Market Size
Growth
Market Value
Segmentation 2012
Distribution 2012
Packaging 2012
MARKET COMMENTARY
Current and Emerging Trends
Outlook
Imports and Exports
Segmentation
Top 10 Beer Brands - Volume, 2010-2012
Top 10 International Premium and Superpremium Beer Brands - Volume, 2010-2012
Licensed Brand Owners and Licensees
Brand Analysis
Private Label/Private Label Producers
New Products Activity
Chart – Leading Brewers/Importer, 2012
Market Structure
Brewers
Chart – Consumption by Pack Material/Type, 2012
Packaging Trends
Chart – Distribution by Channel, 2012
Chart – Consumption by Price Segment, 2012
Market Valuation and Pricing
Beer Market Valuation (Local Currency), 2011-2013F
Distribution Trends
DISTRIBUTION AND PRICING TABLES
Table 3.5.2 – Leading Retail Groups for Beer – Turnover/% Share, 2008-2012
Table 3.7 – Leading Retails Groups for Beer, 2012
Table 3.8 – Leading Importers and Distributors, 2012
Table 3.9 – Trade Margin Build-Up Model
Table 3.10.1 – Selected Consumer Beer Prices – Off-Premise, 2011-2013
Table 3.10.2 – Selected Consumer Beer Prices – On-Premise, 2011-2013
DATA TABLES
Commercial Beverage Consumption Per Capita, Litres, 2002-2013F
Commercial Beverage Consumption Per Capita, % Share, 2002-2013F
Commercial Beverage Consumption Per Capita, Growth, 2002-2013F
Commercial Beverage Consumption, Million Litres, 2002-2013F
Alcoholic Beverage Consumption – Litres of Pure Alcohol (LPA) Per Capita, 2002-2013F
Beer Production/Trade/Consumption, 2002-2013F
Beer Production/Trade/Consumption, Growth, 2002-2013F
Consumption of FABs and Cider, 2000-2013F
Beer Foreign Trade by Country (Imports), 2009-2013F
Beer Foreign Trade by Country (Exports), 2009-2013F
Beer Market Valuation (Local Currency), 2011-2013F
Beer Consumption by Local Definition, 2009-2013F
Beer Consumption by Standard Price Segmentation, 2009-2013F
Beer Consumption by Alcoholic Strength, 2009-2013F
Beer Consumption by Type, 2009-2013F
Beer Consumption by Geographic Scope, 2009-2013F
Beer All Trademarks, 2008-2012
Beer Brands by Local Definition, 2008-2012
Beer Brands by Standard Price Segment, 2008-2012
Beer Brands by Alcoholic Strength, 2008-2012
Beer Brands by Type, 2008-2012
Beer Imported Brands by Origin, 2008-2012
Beer Licensed Brands, 2008-2012
Beer Private Label Brands, 2008-2012
Beer Trademark Owners, 2008-2012
Beer Local Operators, 2008-2012
Beer Leading Brewers/Importers, 2008-2012
Beer Consumption by Pack Mix: Refillability/Type/Material/Size, 2009-2013F
Beer Distribution: On-Premise v Off-Premise, 2009-2013F
Section 4 Brewer Profiles
BREWER PROFILES
HEINEKEN HUNGARY
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table – Breweries, Capacity, 000s HL
Table - Heineken Hungary Full Brand List, ABV%, Pack Type
Table – Heineken Hungary Brand Volumes, 2008-2012
BORSODI (MOLSON COORS)
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table – Breweries, Capacity, 000s HL
Table - Bordosi Full Brand List, ABV%, Pack Type
Table – Borsodi Brand Volumes, 2008-2012
DREHER SORGYARAK (SABMILLER)
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table – Breweries, Capacity, 000s HL
Table - Dreher Full Brand List, ABV%, Pack Type
Table – Dreher (Hungary) Brand Volumes, 2008-2012
PECS SORFOZDE RT
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table – Breweries, Capacity, 000s HL
Table - Pecs Sorfozde Full Brand List, ABV%, Pack Type
Table – Pecs Breweries Brand Volumes, 2008-2012
SMALLER BREWERS (Brands, Volume 000s HL 2012, Comment)
Carlsberg Hungary
Liquid Gold (importer)
Methodology
Beer Attributes Definitions
Product Definitions
Packaging Definitions
Glossary
Map
List of Tables
Table 1: Hungary Population Size and Growth, 1991-2015F 14
Table 2: East Europe Population Size and Growth, 2002-2013F 15
Table 3: Hungary Economic Indicators, 2004-2014F 15
Table 4: East Europe Commercial Beverage Consumption - Per Capita, 2002-2013F 16
Table 5: East Europe Commercial Beverage Consumption - Per Capita % Share, 2002-2013F 17
Table 6: East Europe Commercial Beverage Consumption - Per Capita Growth, 2003-2013F 18
Table 7: Taxation Base 18
Table 8: Historical Excise Rates of Beer 19
Table 9: Legal Controls on Beer 20
Table 10: Tax Burden on Beer @ 5% Abv, 2012 20
Table 11: Leading Retail Groups for Beer 2008-2012 (number of outlets) 21
Table 12: Beer Key Facts 29
Table 13: Top 10 Beer Brands - Volume, 2010-2012 31
Table 14: Top 10 International Premium and Superpremium Beer Brands - Volume, 2010-2012 31
Table 15: Licensed Brand Owners and Licensees 32
Table 16: Beer Market Valuation (Local Currency), 2011-2013F 42
Table 17: Trade Margin Build-Up Model 43
Table 18: Selected Consumer Beer Prices: Off-Premise, 2011-2013 44
Table 19: Selected Consumer Beer Prices: On-Premise, 2011-2013 48
Table 20: Commercial Beverage Consumption - Litres Per Capita, 2002-2013F 51
Table 21: Commercial Beverage Consumption - Per Capita % Share, 2002-2013F 52
Table 22: Commercial Beverage Consumption - Per Capita Growth, 2003-2013F 53
Table 23: Commercial Beverage Consumption - Million Liters, 2002-2013F 54
Table 24: Average Beverage Consumption - Liters of Pure Alcohol (LPA) Per Capita, 2002-2013F 54
Table 25: Beer Production/Trade/Consumption, 2002-2013F 54
Table 26: Beer Production/Trade/Consumption - Growth, 2002-2013F 55
Table 27: Consumption of FABs and Cider, 2002-2013F 55
Table 28: Beer Foreign Trade By Country (Imports), 2009-2013F 55
Table 29: Beer Foreign Trade By Country (Exports), 2009-2013F 56
Table 30: Beer Market Valuation (Local Currency), 2011-2013F 56
Table 31: Beer Consumption by Local Definition, 2009-2013F 57
Table 32: Beer Consumption by Standard Price Segmentation, 2009-2013F 57
Table 33: Beer Consumption by Alcoholic Strength, 2009-2013F 57
Table 34: Beer Consumption by Type, 2009-2013F 58
Table 35: Beer Consumption by Geographic Scope, 2009-2013F 58
Table 36: Beer All Trademarks, 2008-2012 59
Table 37: Beer Brands by Local Definition, 2008-2012 62
Table 38: Beer Brands by Standard Price Segment, 2008-2012 67
Table 39: Beer Brands by Alcoholic Strength, 2008-2012 72
Table 40: Beer Brands by Type, 2008-2012 77
Table 41: Imported Brands by Origin, 2008-2012 82
Table 42: Beer Licensed Brands, 2008-2012 84
Table 43: Beer Private Label Brands, 2008-2012 86
Table 44: Beer Trademark Owners, 2008-2012 87
Table 45: Beer Local Operators, 2008-2012 92
Table 46: Beer leading Brewers/Importers, 2008-2012 95
Table 47: Beer Consumption by Pack Mix: Refillability/Pack/Size, 2009-2013F 96
Table 48: Beer Distribution: On vs Off Premise, 2009-2013F 96
Table 49: Breweries Capacity (000s HL) 99
Table 50: Heineken Hungary Full Brand List 99
Table 51: Heineken Hungary Brand Volumes 2008-2012 100
Table 52: Breweries Capacity (000s HL) 102
Table 53: Borsodi Full Brand List 102
Table 54: Borsodi Brand Volumes 2008-2012 103
Table 55: Capacity (000s HL) 105
Table 56: Dreher Full Brand List 105
Table 57: Dreher (Hungary) Brand Volumes 2008-2012 106
Table 58: Breweries Capacity (000s HL) 108
Table 59: PecsSorfozde Full Brand List 108
Table 60: Pecs Brand Volumes 2008-2012 109
Table 61: Company Carlsberg Hungary 110
Table 62: Company Liquid Gold (importer) 110
List Of Figures
Figure 1: Beer Leading Brewers/Importers, 2012 37
Figure 2: Beer Consumption by Pack Material/Type, 2012 39
Figure 3: Beer Distribution by Channel, 2012 40
Figure 4: Beer Consumption by Price Segment, 2012 41
