Flavours decide, trends shape

This article is available for reading in Trade magazin 2026/04

A comprehensive portfolio

Fotis Siadimas
trade marketing director
Coca-Cola HBC
Magyarország

As a beverage manufacturer with a comprehensive portfolio, Coca-Cola HBC Magyarország achieved stable, quality-based growth last year. Their goal is to offer the right product in the right format and at the right price for every occasion, regardless of the time of day.

“Our communication is based on emotional storytelling that shows the important role Coca-Cola and our entire 24/7 portfolio play in shared experiences, celebrations, and everyday moments”,

explains trade marketing director Fotis Siadimas.

Vecsei Márton
soft drink márkákért
felelős vezető
HELL ENERGY
Magyarország

In 2025 XIXO strengthened its market performance: the brand achieved a 12.7% increase in volume sales in 2025, significantly exceeding the category average.

“In 2025 our focus on innovation reached a new level. We expanded our Lemonade portfolio with a new flavour variant and introduced a new Tutti Fruity flavour. XIXO Exotic and Mango Tropical debuted in the summer of 2025, creating a new flavour segment in our portfolio”,

informs Márton Vecsei, head of soft drink brands at HELL ENERGY Magyarország Kft.

Market dynamics are increasingly shifting toward value growth, innovation, and premium solutions, while the role of volume expansion is becoming more moderate

Practicality and accessibility

Patrícia Peres
senior brand manager
Maspex Olympos

In packaging PET bottles and aluminium cans have kept their dominant role, as they offer consumers a convenient solution for both home consumption and on-the-go occasions. The rise of modern retail chains and online sales continues to be evident. There is also a clear shift in the sales structure: demand for on-the-go and single-serving formats is increasing. Apenta’s portfolio includes classic versions containing sugar in raspberry and grape flavours, of which raspberry remains the most popular.

“Our light soft drinks with 0% added sugar are now available in 10 flavours (raspberry, orange, grape, grapefruit-pomelo, watermelon, sour cherry, elderberry, prickly pear, strawberry, lemon)”,

lists Patrícia Peres, senior brand manager of Maspex Olympos Kft.

Sára Uhrin
junior brand manager
Maspex Olympos

Apenta also offers carbonated functional, vitamin-enriched drinks: Apenta+ Anti-Stress (zinc, vitamins C and B), Apenta+ Immuno, Apenta+ Boost, and Apenta+ Kick. Topjoy carbonated drinks are available in 330ml size in five refreshing flavours.

“The messages that are customary for Topjoy are also present on the aluminium cans, under the pull tab”,

says junior brand manager Sára Uhrin.

Classic flavours and new variations

Zsuzsanna Vajda
marketing director
Aqua Lorenzo

Aqua Lorenzo Kft.’s revamped Queen portfolio has performed exceptionally well recently, with the green apple and tutti-frutti flavour variants proving particularly popular with retailer partners. Innovation work focuses on flavour development: the company is working on variations that are familiar to consumers, yet still offer something new.

“Today it isn’t enough to look good on the shelf: you have to be there when the buyer makes their decision and let the taste do the talking for you”,

emphasises marketing director Zsuzsanna Vajda.

The decline in purchasing power has had a noticeable influence on the category: some consumers have become more conscious in their choices and have turned to cheaper alternatives more often. However, consumer habits haven’t changed fundamentally, with traditional sugar-based carbonated soft drinks accounting for a large share of the market, but there is a gradual increase in the interest in health-conscious innovations, lower-sugar solutions, and functional drinks.

The consistently strong share of branded products suggests that consumers continue to prefer items that offer reliable quality and a clear value proposition

Natural ingredients

Mónika Inotay
marketing manager
In-Food 2000

Vöslauer Balance products are distributed by In-Food 2000 Kft. and the company has been among the first and most important players on the Hungarian market of mineral water-based soft drinks made from natural ingredients for several decades.

“The Vöslauer Balance Juicy product line contains 7% fruit juice, is low in calories and sugar and free from preservatives”,

underlines marketing manager Mónika Inotay.

In 2026 the company is expanding the portfolio with a special flavour variant, combining the harmonious flavours of apricot and a hint of chamomile – the new product contains magnesium and vitamin B6. In April 2025

Veronika Koczka
senior trade marketing
manager
Foodnet

Foodnet Zrt. introduced the Fonti Di Crodo brand of carbonated lemonades in Hungary, with the Lemon Soda, Oran Soda, and Lemon Soda Mojito flavours.

“One of the reasons for the success of this product range is that it delivers a feeling of Mediterranean lifestyle. Sicilian origin, pure ingredients, and well-chosen pricing make the products attractive to Hungarian shoppers”,

we learn from senior trade marketing manager Veronika Koczka.

A clear shift can be observed in the sales mix: demand for on‑the‑go and single‑serve formats is increasing