The health and wellness trend has been growing in Hungary for some time and this has been further bolstered by the COVID-19 pandemic, as more consumers are now paying attention to their overall health. This has been largely beneficial for FF beverages as many consumers have been turning to such beverages to get extra vitamins, minerals, and energy.
Local player Hell Energy Magyarország Kft will remain the driver FF beverages in 2021. The main reason for this is due to the players very strong position within energy drinks with its brand Hell which has a very successful marketing strategy.
Along with energy drinks, another champion in this product area is functional bottled water, which is becoming increasingly popular in Hungary. As a result, many bottled water brands are expanding their brands into this product area by adding flavour, vitamins, and/or minerals to their products at a slightly higher unit price.
FF beverages is expected to continue performing well over the forecast period, largely being drive by the health and wellness trend that will gather pace due to the pandemic. As a result, 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.
FF energy drinks is set to perform well over the forecast period. This will be due to consumers demanding added value products, such as extra energy and endurance, mood, and stress management.
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.
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This category includes fortified/functional beverages. When identifying fortified/functional products, we focus on products to which health ingredients or/and nutrients have been added as well as brands that are positioned to deliver a certain functionality. To be included here the enhancement has to be highlighted in the label or hold a health claim/nutritional claim. Fortified/functional food and beverages provide health benefits beyond their nutritional value and/or the level of added ingredients wouldn’t normally be found in that product. To merit inclusion in this category, the defining criterion here is that the product must have been actively fortified/enhanced during production. As such, inherently healthy products such as 100% fruit/vegetable juices are only included under "fortified/functional" if additional health ingredients (e.g. calcium, omega-3) have been added. To be included, the health benefit needs to form part of positioning/marketing of the product.See All of Our Definitions
This report originates from Passport, our Fortified/Functional Beverages research and analysis database.
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