Despite the overall decline in volume sales of soft drinks, the FF beverages category was not hit as harshly by the worsening market conditions. In particular, the FF hot drinks subcategory has seen a stronger rise in sales, thanks to the intense innovation activity of fortified chocolate and cacao flavoured drinks producers.
Many FF beverages with added vitamins and minerals were formerly targeted at a more restricted consumer segment, such as active sportspeople, and were rather considered a variant of sport drinks. Along with extending the retail channels for FF beverages, and making them available in smaller and larger grocery retail stores, the interest among regular consumers was also raised.
During the COVID-19 pandemic, the health concerns of the Hungarian population have become more important when making a purchase decision. Immunity-boosting soft drinks have moved to be in consumers’ focus, seeking soft drinks variants with added vitamins and minerals.
Hungarian consumers are in general price sensitive and especially during crisis periods, their concern about restricted household budgets has intensified. A downtrading effect thus is clearly visible in the food and beverages market with focus shifting to essential products.
Immunity-boosting alternatives to soft and hot drinks are likely to benefit despite the negative influence of recession, as consumers are more inclined to purchase drinks with additional health benefits, if they claim to support them in the prevention of virus infection. Added vitamin C is one of the most sought after active ingredients among soft drinks and is likely to remain a hit during the forecast period as well.
Some FF beverages are intended for consumption on the go, to equip consumers with the necessary daily dose of vitamins and minerals, while pursuing an active lifestyle. This trend has been somewhat curtailed during the COVID-19, as for several months, consumers were not able to move freely and were forced to consume their favourite FF beverages at home.
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Understand the latest market trends and future growth opportunities for the Fortified/Functional Beverages industry in Hungary with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Fortified/Functional Beverages research and analysis database.
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