Carbonates in Hungary

PROSPECTS

Hot weather and increasing disposable income help boost sales of carbonates

Carbonates sales continued to grow in both the off-trade and the on-trade in 2019, and probably ahead of expectations. The positive performance was in large part due to a strong summer season with its hot weather as well as to improving disposable income levels.

Players continue to promote and market their products to maintain consumer awareness

Manufacturers of the stronger carbonate brands are highly active, conducting frequent promotional campaigns, with both above- and below-the-line activities. However, it is not only the international players but also a number of domestic companies that are actively competing for consumer attention.

On-trade continues to outperform off-trade

On-trade carbonates growth was higher than off-trade growth in 2019. Carbonates remained the most popular on-trade soft drink, and the all-pervasive advertising and presence of Coca-Cola products continued to determine the competitive scene.

COMPETITIVE LANDSCAPE

Coca-Cola focusing on “zero” products

Coca-Cola HBC Hungary retained leadership of soft drinks in Hungary in off-trade value terms, backed by the innovative, omnipresent, assertive above-the-line and below-the-line marketing of its well-known premium carbonates. Coca-Cola shifted its attention from light to zero products, with products such as Coca-Cola Zero Sugar also being the focus of its advertising campaigns.

Szentkirályi-Kékkúti Ásványvíz to take over the Pepsi brand in Hungary

Szentkirályi-Kékkúti Ásványvíz Kft and its owner Karlovarske Mineralni Vody as are acquiring the Pepsi brand in Hungary. The acquisition is still in progress, but is expected to be completed by 2020.

Hell Energy expands its production facilities in a bid to boost domestic sales and exports

Hell Energy Magyarország Kft expanded its production facilities in 2019, which enabled it to significantly increase its production of canned Xixo soft drinks, alongside its energy drinks. The government provided financial support for this project to what is the largest local soft drinks manufacturer, which is increasing its domestic sales as well as its export capacity.

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