Concentration stopping in the fruit juice market

Retail sales of fruit juice were up by 5 percent in terms of value in the September 2007 – August 2008 period, compared to the preceding year, totalling HUF 47 billion. Sales in terms of quantity were down by 2 percent. Orange remained the most popular flavour with peach in second place. Demand for mixed fruits and multivitamin continued to grow. Average prices rose in all segments. Fruit juice ranked 7th on the top list of food categories monitored by Nielsen. The market share of 100 percent fruit content juices dropped both in terms of value and quantity (to 24 percent), while that of nectars stagnated (11 percent), with the market share of drinks rising to 65 percent. The market share of private labels dropped to 31 percent. Regarding distribution channels, concentration stopped, with the market share of larger than 400 square meter stores remaining 60 percent.