Products with an added value and manufacturer brands increase their share from sales

Data from GfK Hungária’s Household Panel indicate that the expansion of the mineral water market also has to do with the advancement of manufacturer brands and products with an added value. After the small drop in volume sales in 2011, the first nine months of 2012 brought 1.5 percent higher volume sales and a 7-percent growth in value sales, thanks in part to the conquest of flavoured mineral waters and branded products.

Small shops sold more water than in the previous year, hypermarkets’ share from sales fell from 48 to 39 percent, while discounters’ share climbed from 49 to 52 percent. In towns and villages with a population below 5,000 only 82-83 percent of people buy mineral water, while in bigger places this ratio is about 90 percent. If we examine manufacturer brands what we see is that people above the age of 50, those with a higher income and consumers living in the Budapest region and in the northern part of Hungary dominate among buyers. On an annual level nine out of ten households buy the category, the average buyer purchases mineral water every other week, more than 12 litres per occasion.