In 2018, the exercise and fitness culture continued to reach wider age groups in Hungary. Sports drinks continued to be primarily marketed to athletes and people practising professional sports, in addition to regular gyms visitors, but the consumer base is expanding.
Functional hydration is one of the key drivers of growth through off-trade and this creates a favourable opportunity for innovation and the introduction of new concepts in sports drinks. Savvy consumers with strong purchasing power are interested in new health-related products and welcome the growing choice of sports drinks.
The general trend amongst all soft drinks is to lower their sugar content and this has affected sports drinks over the review period. However, since sugar is one of the energising ingredients in sports hydration, and not all sports drinks are positioned as reduced sugar because it is almost natural that some sweeteners are used to partially replace sugar, regular drinks hardly lag in growth compared to the reduced sugar versions.
Polarisation in sports drinks remained significant in 2018, with a strong presence of premium positioned international power brands and fragmented specialised niche brands. Gatorade and Powerade retained their overall lead in off-trade value terms.
Energy drinks and concentrated sports drinks increasingly threaten the category. With the expansion of internet retailing, several fitness supplement stores opened online and their offer of sports drinks has started to shift towards liquid and powder sports drinks concentrates.
In 2018, sports drinks achieved stronger results in off-trade than through on-trade in both current value and volume terms. This trend is likely to continue into the forecast period.
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Discover the latest market trends and uncover sources of future market growth for the Sports Drinks industry in Hungary with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Soft Drinks market research database.