The Baby Food Sector in Hungary, 2018

The Baby Food Sector in Hungary, 2018

Summary

"The Baby Food Sector in Hungary, 2018", is an analytical report which provides extensive and highly detailed current and future market trends in the Hungarian market.

Hungary's birth rate remains among the lowest in Europe. Demand for baby food has held up well, although much of the growth has come in the last four years, boosted by higher numbers of births and economic recovery. The high price of baby food has deterred higher consumption levels. Several manufacturers produce baby food within the country, including Hipp, and local manufacturer Univer. Together, Danone, Hipp, and Nestlé accounted for 63% of value in 2017. Danone and Hipp are active in all categories, and Nestlé is absent only from drinks. Danone is the clear leader in milks and cereals, while Hipp leads the wet meals and drinks categories. Other players tend to focus on one or two areas. Cereals, wet meals, and drinks are now largely sold in food outlets (taking 71% of sales) and drugstores (26% of sales), with the latter gaining ground. Since the ending of the monopoly on the sale of first-stage formulae in pharmacies, both food outlets and drugstores have increased their share of sales, and 63% of milks are now sold via non-pharmacy outlets. Growth prospects for the period up to 2023 are relatively good: real GDP growth is forecast to remain at 2%-3% per year. However, political instability threatens to undermine this. The number of live births is expected to continue to increase gently. As a result, total volume is predicted to grow.

Scope

New legislation governing the promotion of infant formula and follow-on formula took effect on July 1, 2016. This means that sales representatives must obtain an ID issued by the National Institute of Pharmacy and Nutrition (NIPN) if they want to meet with healthcare professionals, including pharmacists, to promote their products. Companies or sales representatives must also comply with registration obligations before they are allowed to conduct promotional activities directed at healthcare professionals.

Sales of first-stage milks have been adversely impacted by an increase in non-exclusive breastfeeding and a fall in the number of births up to 2013 and as a result hold less than 20% of category value.

There is no official baby food production data available in Hungary, although several manufacturers produce baby food within the country. These include Hipp, which manufactures most of its cereals, wet meals, and juices in Hungary, as well as local manufacturers, principally Univer.

Danone is the clear category leader of Cereals & Dry Meals, with a 46.5% value share in 2017, followed by Nestlé, Humana Milchunion & Hipp.

Reasons to buy

Evaluate important changes in consumer behavior and identify profitable markets and areas for product innovation.

Analyse current and forecast behavior trends in each category to identify the best opportunities to exploit.

Detailed understanding of consumption by individual product categories in order to align your sales and marketing efforts with the latest trends in the market.

Investigates which categories are performing the best and how this is changing market dynamics.

Introduction

Executive Summary

Definations

Background to the Market

Birth: Live Birth Rates

The Consumer

Socio-Demographic Trends

Working Women

Regulations

Breastfeeding Trends

Market Overview

Sector Overview

Manufacturers Shares

CategoryAnalysis

Baby Milks

Baby Cereals & Dry Meals

Baby Meals & Others

Baby Drinks

Baby Finger Foods

Production and trade

Production

Imports

Exports

Company profiles

Numil Hungary Kf

Hipp Verkaufsbüro Budapest

Nestlé Hungária Kft

Univer Product Zrt

Humana

Distribution

Baby Food Retailing

Economic background

Key Macroeconomic Forecasts

Prospects and forecasts

Birth & Population Projections

Forecast Overview

Future Trends

Appendix

List of Tables
Table 1: Birth & Population Trends, 2007-2017
Table 2: Births by Region, 2009-2015
Table 3: Average Income By Wealth Decile, 2010-2015
Table 4: Risk of Poverty by Household Type 2011-2015
Table 5: Average Income By Region, 2010-2015
Table 6: Breakdown of Live Births by Age of Mothers, 2009, 2014 & 2015
Table 7: Number of Women of Childbearing Age by Age Group, 2011, 2014 & 2017
Table 8: Women in Employment, 2010-2016
Table 9: Breastfeeding Trends By Age, 2000-2013
Table 10: Breastfeeding Trends at 12 Months, 2005-2013
Table 11: Sector Size, 2017, & Growth Rates, 2011-2017
Table 12: Baby Food: Manufacturer Shares, Value, %, 2011-2017
Table 13: Baby Food: Manufacturer Shares by Category, %, 2017
Table 14: Baby Milks: Category Size, 2017
Table 15: Baby Milks: Category Growth, % 2011-2017
Table 16: Baby Milks: Brand Price Analysis, 2017
Table 17: Powdered Baby Milks: Facings by Pack Size, 2017
Table 18: Baby Milks: Manufacturer Shares, Value & Volume, %, 2011-2017
Table 19: Baby Cereals: Category Size, 2017
Table 20: Baby Cereals: Category Growth, % 2011-2017
Table 21: Baby Cereals: Facings by Pack Size, 2017
Table 22: Cereals & Dry Meals: Price Positioning, 2017
Table 23: Baby Cereals & Dry Meals: Manufacturer Shares, 2011-2017
Table 24: Baby Meals/Juices: Category Size, 2017
Table 25: Baby Meals/Juices: Category Growth, % 2011-2017
Table 26: Baby Meals: Segmentation by Volume, %, 2011-2017
Table 27: Baby Meals: Facings by Pack Type, 2017
Table 28: Baby Meals: Facings by Pack Size, 2017
Table 29: Savory Meals: Price Positioning, 2017
Table 30: Sweet Meals: Price Positioning, 2017
Table 31: Baby Meals: Manufacturer Shares, 2011-2017
Table 32: Baby Drinks: Category Size, 2017
Table 33: Baby Drinks: Category Growth, % 2011-2017
Table 34: Baby Juices: Facings by Pack Type, 2017
Table 35: Baby Juices: Facings by Pack Size, 2017
Table 36: Baby Drinks: Price Positioning, 2017
Table 37: Baby Drinks: Manufacturer Shares, 2011-2017
Table 38: Finger Foods: Price Positioning, 2017
Table 39: Sales by Outlet Type: All Baby Food, 2011-2017
Table 40: Sales by Type of Baby Food & Outlet, 2011-2015
Table 41: Economic Indicators, 2011-2018
Table 42: Key Macroeconomic Forecasts, 2017-2023
Table 43: Birth & Population Projections, 2011-2023
Table 44: Baby Food: Category Growth 2017-2023
Table 45: The Baby Population, 2017-2023
Table 46: Baby Food: Market Value, Current Prices, 2011-2017
Table 47: Baby Food: Market Value, Constant Prices, 2011-2017
Table 48: Baby Food: Market Value, US$ Million, 2011-2017
Table 49: Baby Food: Market Volume, Tons, 2011-2017
Table 50: Baby Food: Per Capita Expenditure, Current Prices, 2011-2017
Table 51: Baby Food: Per Capita Expenditure, Constant Prices, 2011-2017
Table 52: Baby Food: Per Capita Expenditure, US Dollars, 2011-2017
Table 53: Baby Food: Per Capita Consumption, Grams, 2011-2017
Table 54: Baby Milks: Market Segmentation, Value and Volume, 2011-2017
Table 55: Baby Milks - Powder: Brand Price Analysis, 2017
Table 56: Imports of Baby Food by Category, Volume, Tons, 2011-2016
Table 57: Imports of Baby Food by Category, Value, € ’000s, 2011-2016
Table 58: Imports by Country of Origin, Volume & Value, 2014-2016
Table 59: Exports of Baby Food by Category, Volume, Tons, 2011-2016
Table 60: Exports of Baby Food by Category, Value, € ’000s, 2011-2016
Table 61: Exports by Country of Destination, Tons, 2014-2016
Table 62: Exports of Other Baby Food by Country of Destination, Tons, 2014-2016
Table 63: Baby Food: Market Value Forecasts, Current Prices, 2017-2023
Table 64: Baby Food: Market Value Forecasts, Constant Prices, 2017-2023
Table 65: Baby Food: Market Value Forecasts, US$ Million, 2017-2023
Table 66: Baby Food: Market Volume Forecasts, Tons, 2017-2023
Table 67: Baby Food: Per Capita Expenditure, Current Prices, 2017-2023
Table 68: Baby Food: Per Capita Expenditure, Constant Prices, 2017-2023
Table 69: Baby Food: Per Capita Expenditure, US Dollars, 2017-2023
Table 70: Baby Food: Per Capita Consumption, Grams, 2017-2023
Table 71: Facings Allocation by Product Type

List of Figures
Figure 1: Baby Food: Sector Size, 2011-2017
Figure 2: Baby Food: Per Capita, 2011-2017
Figure 3: Baby Food: Sector Segmentation, 2017
Figure 4: Baby Food: Manufacturer Shares, Value, 2017
Figure 5: Baby Food: Manufacturer Shares, Value %, 2017
Figure 6: Baby Food: Manufacturer Shares, Volume %, 2017
Figure 7: Baby Food: Manufacturer Shares by Category, % Value, 2017
Figure 8: Baby Milks: Category Trends, 2011-2017
Figure 9: Baby Milks: Per Capita Expenditure & Consumption, 2011-2017
Figure 10: Baby Cereals & Finger Foods: Category Trends, 2010-2016
Figure 11: Baby Milks: Per Capita Expenditure & Consumption by Age Group, 2011-2017
Figure 12: Baby Milks: Segmentation, Value and Volume, 2011-2017
Figure 13: Baby Cereals & Dry Meals: Category Trends, 2011-2017
Figure 14: Baby Cereals & Dry Meals: Per Capita Expenditure & Consumption, 2011-2017
Figure 15: Baby Meals: Category Trends, 2011-2017
Figure 16: Baby Meals & Others: Per Capita Expenditure & Consumption, 2011-2017
Figure 17: Baby Drinks: Category Trends, 2011-2017
Figure 18: Baby Drinks: Per Capita Trends, 2011-2017
Figure 19: Baby Food: Sector Size, 2017-2023
Figure 20: Baby Food: Per Capita, 2017-2023
Figure 21: Baby Food: Sector Segmentation, 2023