Magazine: Still mineral waters take the lead

Levente Balogh, president of the Central European Mineral Water Holding (CEMW) that both of their companies – Szentkirályi Mineral Water Kft. and Kékkúti Mineral Water Kft. – performed exceptionally well in 2015: their combined volume sales rose 14 percent and value sales were up 13 percent.

About one third of mineral waters are sold in hypermarkets. Nárcisz Csákabonyi, managing director of Fonte Viva Kft. told our magazine that a differentiation process is taking place among private label products. Some retail chains are building their own ‘PL brands’ in addition to selling PL products just because of their low price. In the flavoured mineral water segment cheaper PL products have a significant market share, which grew further in 2015. Among non-flavoured mineral waters the market share of PL products decreased but it is still more than 40 percent in volume.

Adrienn Horváth, marketing manager of Aquarius-Aqua Kft. told us that the difference is now very small between the price of Hungarian premium brands and private label products, which the company also manufactures. Flavoured mineral waters are the most dynamic segment in the category and they now have a market share above 10 percent.

Balázs Csorba, sales director of In-food 2000 Kft. informed us that sales of flavoured Vöslauer waters are growing even faster than the average. Valentin Tóth, communications director of Coca-Cola Hungary revealed that very often more flavours are combined in one product, such as in the case of NaturAqua Emotion. József Nemes, sales director of Pet-Pack Industry and Trade Kft. forecasts further expansion in the flavoured water segment. Pet-Pack bottles preservative-free flavoured mineral waters for export markets, using non-carbonated aseptic technology. Krisztina Kozák, marketing manager of Magyarvíz Kft. informed Trade magazin that for the first time ever still mineral waters have taken the lead in sales: their market share went above 50 percent.

Péter Krasovec, sales and marketing director of Fonyódi Mineral Water Kft. predicts that in the next few years innovative products are likely to come out in the functional water segment. According to managing director Attila Kaszás, Viwa product Europa Kft.’s experience is that consumers are more and more open to medium- and high-category mineral waters.

Since 2015 NaturAqua products are made using the innovative and green PlantBottle Technology™. Aquarius-Aqua has already reduced bottle weight by 50 percent and they are still busy with further green innovations. Pet-Pack opines that consumers want stable packaging so they don’t plan to reduce bottle weight, they believe in collecting and recycling used PET bottles. What is important for Fonyódi in their products’ packaging is that they get noticed on store shelves.

This year CEMW Holding gives an overhaul to the Theodora brand. New Theodora products will also appear on store shelves and some old products will return in the flavoured segment. The company’s Szentkirályi brand – Hungary’s No.1 mineral water – focuses on health and sports in its communication this year. In Theodora’s communication the emphasis is on its traditions and place of origin: a National Park in the Lake Balaton region. Magyarvíz Kft. opines that there is no point in trying to make even lighter bottles as that may lead to decreased stability. They innovate in the field of bottle shape instead: this year they are launching an ergonomic new design for 1.5-litre still mineral waters.

Fonyódi Mineral Water Kft.’s experience is that the market is receptive to innovative products. This year they are launching a rose-raspberry version of Jana and the company’s first functional product, Jana vitamin water, in two versions. Last year Aquarius-Aqua Kft.’s sales in the 0.5-litre and 1-litre segments soared by 21 percent in both the traditional and the flavoured mineral water categories. This year they are adding new flavours to their own portfolio and to the portfolios of their PL partners alike. Coca-Cola Hungary’s message is that NaturAqua, with its ideal mineral content and neutral, pleasant taste, is the perfect water to drink every day and it is also an essential element of quality meals in restaurants. In 2016 the beverage company would like to give as many special experiences to consumers as possible, together with campaigns related to them.

Fonte Viva Kft.’s Fonte Verde mineral waters will soon appear on store shelves with a new packaging design. These high-quality and reliable products have been available in Spar, Lidl and Tesco stores for years.

In-food 2000 Kft. is putting two new Vöslauer Balance flavours on the market this year. They will also launch two new flavoured, zero-calorie mineral waters. This spring the packing of their products will be redesigned, too.

Viwa product Europa Kft. continues to go down the health path with products sweetened with stevia and characterised by a vitamin and mineral composition that is really useful for consumers in everyday life. /