Executive Summary

Mar 2019
PROSPECTS
Growing awareness of functional hydration and exercise culture benefit sports drinks

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.

Hybrid product development attracts attention

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.

Reduced sugar sports drinks do not make sugarised versions obsolete

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.

COMPETITIVE LANDSCAPE
Niche brands enter sports drinks but international power brands lead

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.

Cross-category competition is intensifying

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.

Expanding availability though off-trade channels

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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Sports Drinks in Hungary

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Overview

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.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Sports and Energy Drinks industry in Hungary, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sports Drinks in Hungary market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Sports Drinks in Hungary?
  • What are the major brands in Hungary?
  • What are key new sports drinks launches and what impact impact did they have on #category#?
  • Who are the key consumers of sports drinks in Hungary?
  • What time of day are sports drinks most commonly consumed?
  • What trends motivate people to drink sports drinks in Hungary?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Soft Drinks market research database.

Sports Drinks in Hungary - Category analysis

HEADLINES

PROSPECTS

Growing awareness of functional hydration and exercise culture benefit sports drinks
Hybrid product development attracts attention
Reduced sugar sports drinks do not make sugarised versions obsolete

COMPETITIVE LANDSCAPE

Niche brands enter sports drinks but international power brands lead
Cross-category competition is intensifying
Expanding availability though off-trade channels

CATEGORY DATA

Table 1 Off-trade Sales of Sports Drinks: Volume 2013-2018
Table 2 Off-trade Sales of Sports Drinks: Value 2013-2018
Table 3 Off-trade Sales of Sports Drinks: % Volume Growth 2013-2018
Table 4 Off-trade Sales of Sports Drinks: % Value Growth 2013-2018
Table 5 NBO Company Shares of Off-trade Sports Drinks: % Volume 2014-2018
Table 6 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2015-2018
Table 7 NBO Company Shares of Off-trade Sports Drinks: % Value 2014-2018
Table 8 LBN Brand Shares of Off-trade Sports Drinks: % Value 2015-2018
Table 9 Forecast Off-trade Sales of Sports Drinks: Volume 2018-2023
Table 10 Forecast Off-trade Sales of Sports Drinks: Value 2018-2023
Table 11 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2018-2023
Table 12 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2018-2023

Soft Drinks in Hungary - Industry Overview

EXECUTIVE SUMMARY

Warmer summer climate and continued economic growth support soft drinks
Rapid development in healthy functional beverages
Emerging local players generate strong competition
Health and wellness features impact development and generate further innovation in soft drinks
Soft drinks will continue to expand and evolve

MARKET DATA

Table 13 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 14 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 15 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 16 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 17 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 18 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 19 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 20 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 21 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 22 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 23 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 24 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 25 Sales of Soft Drinks by Total Fountain On-trade: Volume 2013-2018
Table 26 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2013-2018
Table 27 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2014-2018
Table 28 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2015-2018
Table 29 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 30 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 31 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 32 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 33 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2013-2018
Table 34 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2013-2018
Table 35 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 36 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 37 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 38 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 39 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 40 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 41 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 42 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 43 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 44 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2018-2023
Table 45 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2018-2023

APPENDIX

Fountain sales in Hungary
Trends

DEFINITIONS

SOURCES

Summary 1 Research Sources