Alcohol-free beverage becoming an international star

Retail sales of alcohol-free beverages showed the biggest growth in terms of value last year. Total sales exceeded USD 200 billion, according to a global analysis by Nielsen titled „What”s Hot around the Globe”. Data from 66 countries including Hungary, for the July 2005–June 2006 period is compared with that of the preceding year. In earlier years, soya drinks had shown the most dynamic growth, while last year milk based drinks and liquid yoghurts grew by 10 per cent and 18 per cent respectively. Global sales of both products exceeded USD 1 billion. This growth is mainly due to the trend favouring healthy and convenient foods. Flavoured milk products sold in small sizes for children also contributed to growth in many markets. One of the biggest categories in food retail trade is carbonated soft drinks, which continued to show stagnation according to March 2006–February 2007 data. The total market exceeds HUF 50 billion. The market position of the 401–
2 500 square meter channel improved by 3 per cent, reaching 25 per cent. The traditional, maximum 400 square meter stores still hold a market share of 43 per cent. The most popular cola further increased its market share and accounted for more then half of the total sales of carbonated drinks, in terms of value last year. Demand for light products increased from 20 to 28 per cent in terms of volume. Private labels continued to hold a 21-22 per cent market share. Retail sales of fruit juice grew by 7 per cent in terms of value in the April 2006–March 2007 period. Provided the rate of growth remains unbroken, the size of the total market may reach HUF 45 billion by the end of the year. Orange, peach and apple were still the most popular flavours, but continue to lose market share, while mixed and multivitamin juices are coming up. Sales of mineral water grew by 15 per cent in the above period, with the size of the market approaching HUF 40 billion. Sales are becoming concentrated in the 401–2 500 square meter segment, which held a 42 per cent market share in the said period. Carbon-free mineral water accounted for one third of the market. Average prices showed stagnation, while private labels continued to boost their market share (to 40 per cent). Sales of ice teas grew by 20 per cent in terms of value, exceeding HUF 10 billion in the same period. The market share of hyper markets declined, while that of the 401–2 500 square meter channel grew to 29 per cent. Lemon and peach were still the dominant flavours. Private labels also grew in this category, reaching a market share of 30 per cent.