Executive Summary

Mar 2019
PROSPECTS
Innovative functional drinks set trends and generate buzz

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.

Key functions are energy boosting, immune support, detox and fat burning; manufacturers bolder about functional positioning

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.

Sports drinks reach wider consumer base, new hybrid products popularise functional hydration

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.

COMPETITIVE LANDSCAPE
Strong domestic player competes with internationals

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.

Distribution of fortified/functional beverages is becoming more diversified

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.

New releases: innovative premium products and functional specification

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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Fortified/Functional Beverages in Hungary

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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.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

The Fortified/Functional Beverages in Hungary market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Passport market research database.

Fortified/Functional Beverages in Hungary - Category analysis

HEADLINES

PROSPECTS

Innovative functional drinks set trends and generate buzz
Key functions are energy boosting, immune support, detox and fat burning; manufacturers bolder about functional positioning
Sports drinks reach wider consumer base, new hybrid products popularise functional hydration

COMPETITIVE LANDSCAPE

Strong domestic player competes with internationals
Distribution of fortified/functional beverages is becoming more diversified
New releases: innovative premium products and functional specification

CATEGORY DATA

Table 1 Sales of Fortified/Functional Beverages by Category: Value 2013-2018
Table 2 Sales of Fortified/Functional Beverages by Category: % Value Growth 2013-2018
Table 3 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2013-2018
Table 4 Key Functional Ingredients in Fortified/Functional 100% Juice: % Value 2013-2018
Table 5 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2013-2018
Table 6 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2013-2018
Table 7 NBO Company Shares of Fortified/Functional Beverages: % Value 2014-2018
Table 8 LBN Brand Shares of Fortified/Functional Beverages: % Value 2015-2018
Table 9 Distribution of Fortified/Functional Beverages by Format: % Value 2013-2018
Table 10 Forecast Sales of Fortified/Functional Beverages by Category: Value 2018-2023
Table 11 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2018-2023

Health and Wellness in Hungary - Industry Overview

EXECUTIVE SUMMARY

Consumers spend more on health food and beverages as awareness spreads
Government regulations support health-conscious trends by raising chips tax
Start-ups and niche brands create buzz, but product development by leading brands and private label product lines determines main trends
Growing role of modern grocery retail chain operators in HW food and beverages
Excellent outlook for health and wellness due to economics and lifestyle trends

MARKET DATA

Table 12 Sales of Health and Wellness by Type: Value 2013-2018
Table 13 Sales of Health and Wellness by Type: % Value Growth 2013-2018
Table 14 Sales of Health and Wellness by Category: Value 2013-2018
Table 15 Sales of Health and Wellness by Category: % Value Growth 2013-2018
Table 16 Sales of Health and Wellness by Prime Positioning: Value 2013-2018
Table 17 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018
Table 18 NBO Company Shares of Health and Wellness: % Value 2014-2018
Table 19 LBN Brand Shares of Health and Wellness: % Value 2015-2018
Table 20 Distribution of Health and Wellness by Format: % Value 2013-2018
Table 21 Distribution of Health and Wellness by Format and Category: % Value 2018
Table 22 Forecast Sales of Health and Wellness by Type: Value 2018-2023
Table 23 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023
Table 24 Forecast Sales of Health and Wellness by Category: Value 2018-2023
Table 25 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023
Table 26 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023
Table 27 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources