Sales of alcohol-free beverages over HUF 160 billion

The continuous growth in sales of mineral water has stopped after more than a decade. Retail sales were down by 3 percent in terms of quantity and by 1 percent in terms of value in the September 2007-August 2008 period, compared to the preceding year. Total size of the mineral water market is over HUF 42 billion, while the market of carbonated soft drinks is estimated at HUF 57 billion and that of fruit juice at HUF 47 billion. Demand for energy drinks has increased drastically, with sales doubling within a year and exceeding HUF 9 billion in the above period. Sales of ice tea have also increased by 10 percent in terms of value, reaching HUF 14 billion. The carbonated soft drink segment is dominated by cola flavour, with a 49 percent market share in terms of quantity. Increase in the popularity of light products has stopped at 28 percent. The market share of private labels has begun to shrink this summer, dropping to 21 percent. The market share of the cheapest fruit juice (drink) segment has grown by 1 percent. Demand for multivitamin and mixed fruit flavours is growing. Sales continued to get increasingly concentrated in the mineral water segment, with 401-2500 square meter stores accounting for 43 percent of total sales, and hyper markets accounting for 34 percent. Private labels hold a 45 percent market share in this segment. The market share of carbon-free mineral water has reached 37 percent in terms of value.