Juice in Hungary

PROSPECTS

Juice continues to benefit from but also be shaped by health trends

With health consciousness expected to continue strengthening in Hungary, more middle- and high-income consumers concerned about their health will be looking for natural fresh juice products. Not from concentrate 100% juice and coconut water are therefore recording explosive growth rates, which is expected to continue in the forecast period.

Juice drinks continues growing as a healthier alternative to carbonates

Juice drinks continues to grow, with reduced-sugar varieties particularly dynamic. Juice drink products usually have the lowest unit prices in juice, but are still considered to be relatively healthy, as they are low in calories and now often have reduced or zero sugar.

Innovation helping to keep consumers interested in more mature juice categories

Some areas of juices (reconstituted, nectars) are relatively mature, but innovation is helping to reinvigorate all juice categories and drive growth. Manufacturers are very active, developing a growing variety of products, including: new ingredients and fortification; more packaging sizes (often towards smaller bottles); new brands and private label products; FF juices with vitamins and superfruit ingredients; specialised products (eg morning juices, detox).

COMPETITIVE LANDSCAPE

Competition fierce between leading manufacturers

There is strong competition in juice between the leading players Coca-Cola HBC Hungary and Sió-Eckes, with leader Coca-Cola managing to extend its relatively small lead over Sió-Eckes in off-trade value terms in 2019, although Sió-Eckes continues to lead in off-trade volume terms. Players are increasingly reacting to the changing demands in soft drinks, including the rising health consciousness.

Rauch launches Rauch Juice Bar line

Number three juice player Rauch has also been active of late – launching and then expanding its premium partially freshly pressed product line Rauch Juice Bar, adding smoothies to its offer, and placing displays in hypermarkets and supermarkets alongside running intensive online advertising. The Rauch brand benefited from high levels of exposure from these campaigns, especially when the new products were being sold at a discount.

Discounters Lidl and Aldi making not from concentrate 100% juice more affordable

Private label operators, including the discounter chains Lidl and Aldi, are widening their offer of juices in the premium end, offering more 100% juices, FF and organic not from concentrate 100% juices, superfruit juices and smoothies – and all at lower-than-average unit prices. This is generating strong growth for these players in not from concentrate 100% juice, while is helping to reduce the average unit price in this category, making it more affordable for more consumers.

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