Chains of small stores increasing their market share

According to data from the GfK Hungária ConsumerScan, decline in the market of fruit juices continued in 2008. Growth was recorded only in the nectar segment. Sales in terms of quantity were down by more than 10 percent in 2008, compared to 2007. Sales in terms of value were down by 3 percent in 2008, but four out of five households still purchased fruit juice. Last year, the nectar segment was the only one which produced growth in terms of quantity, value and penetration as a result of a 15 percent increase in the number of households which purchased nectars. Owing to a moderate price rise of 5 percent, average price remained under HUF 200. The market share of the 12-24 percent fruit content segment also grew last year, owing to a less than average drop in sales. Retail chains composed of small stores increased their market share last year at the expense of discounts and hyper markets. However, discounts still accounted for 29 percent of total fruit juice sales last year. Private labels recorded a drop in sales in terms of quantity (11 percent) equal to that recorded by brands.