Growing demand for functional hydration is one of the most significant trends shaping non-alcoholic beverages in Hungary. The appearance of new functional beverages in bottled water, juices, sports and energy drinks attracted interest and helped to drive sales in 2018.
A growing number of Hungarian consumers live a modern, fast-paced lifestyle, and seek fast, convenient ways to boost energy and improve health, which generates demand for new functional beverages. Besides the increasingly popular energy-boosting drinks, the most important functions are immune support (vitamins, naturally healthy superfruit, herbal ingredients), detox (vitamins, algae, fruit and vegetables, herbs) and fat burning (L-carnitine, green tea or green coffee extract) and combinations of these.
Consumers’ perceptions of sports drinks started to shift in Hungary. It remained primarily a category for athletes or finessers, but with awareness spreading about the importance of hydration including replenishing minerals, and the strong culture of mineral water consumption, sports and similar functional hybrid drinks started to move from gyms to everyday consumption.
Hell Energy Magyarország Kft, a strong and innovative local player, remained the leader in 2018. This company was the founder of the energy drinks category and has a strong brand that offers good value for money.
Fortified/functional beverages are increasingly purchased through a wider variety of channels, as consumers on the go often reach for an energy boost or some healthy hydration during an active day away from home. The role of supermarkets, discounters and smaller channels is growing.
Innovative products featuring functions and health claims appeared in bottled water, juice, energy drinks and sports drinks, and hybrid categories (vitamin waters).
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Overview: Discover the latest market trends and uncover sources of future market growth for the Fortified/Functional Beverages industry in Hungary with research from Euromonitor's team of in-country analysts.
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The Fortified/Functional Beverages in Hungary market research report includes:
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