Juice in Hungary

PROSPECTS

Local popularity of juice and spreading health consciousness contribute to consistent growth

Juice consumption remained popular in Hungary amongst most consumer segments and age groups. The strong growth, which started over the review period, continued in 2018, driven by increasing demand for healthy premium juice.

New flavours welcomed by consumers

As the autumn and winter months approach, the importance of proper vitamin intake is underlined in advertising, as consumers primarily look for naturally vitamin rich or fortified juice products. A novelty of 2018 was the Topjoy Vitamin product line, targeting health-conscious consumers, fortified with beta-carotene, vitamins C and E.

Juice drinks grows in demand as healthy, light alternative to carbonates

Despite the good performance of several soft drinks categories, juice stood out in terms of off-trade volume growth. Within juice, the largest off-trade volume share was held by juice drinks (up to 24% juice).

COMPETITIVE LANDSCAPE

Competition fierce between leading manufacturers

The popularity of traditional juice flavours is unchanging, but as witnessed in other soft drinks, there is growing environmental and health consciousness. The changes in demand and consumer habits are encouraging manufacturers to innovate both product and packaging.

Modern retailers drive growth of freshly pressed juice by expanding affordable private label offer

The trend of chilled, freshly pressed juice started to rapidly spread in Hungary. Premium quality not from concentrate 100% juice that replenishes vitamins and gives a healthy energy boost during the day is available in a wide variety, targeting several consumer segments from children to health-conscious adults.

Higher-priced smaller to-go packages balanced by constant special offers

Manufacturers capitalised on the growing trend for on-the-go consumption by heavily investing in the development of portion-sized packaging, with much higher unit prices that allow for value sales growth and higher profits. Smaller packaging of juice that targets children and adults on-the-go also gained in popularity due to the growing presence of to-go sections in grocery retail chains.

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