If you need a little… energy

This article is available for reading in Trade magazin 2024/5

Adrienn Popovics
marketing director
HELL ENERGY
Magyarország

“As prices continue to rise, consumers are becoming more conscious about what they are buying, taking into account promotions and alternative options”,

says Adrienn Popovics, marketing director of HELL ENERGY Magyarország Kft.

More challenges

HELL did its best to offer value for money without compromising on quality in 2023, despite rising production costs. Many market players decided to change their recipes in order to reduce the tax burden on the product, but HELL didn’t go down this path. Last year they rolled out the HELL Caffeine Free energy drink and the HELL A.I. energy drink, which was developed using artificial intelligence. In March 2024 they improved the recipe of the sugar-free strawberry-flavoured variant: consumers can now find the renewed HELL ZERO Strawberry-Lime drink on store shelves.

As prices continue rising, consumers are becoming more conscious of what they are buying

Adrienn Horváth
marketing director
Márka Üdítőgyártó

Adrienn Horváth, marketing director of Márka Üdítőgyártó Kft.:

“After the recent amendment of the public health product tax (NETA) law, last year it was the introduction of the EPR fee that taught manufacturers a lesson, and in parallel we have all been preparing for the introduction of the new DRS system. Last year it was also an important moment when the sectoral negotiations started for defining the concept of energy drinks in the Hungarian Food Book, so that the law would regulate what we mean by this product category”.

Old brands reborn

Márka Üdítőgyártó Kft. entered the category in 2019, back then exclusively in export markets and with the PET bottle format. From 2023 they can put energy drink into aluminium cans and in the spring they began manufacturing an updated version of the well-known Adrenalin energy drink range – in terms of both content and looks. Márka also launched the revival of Kobra, an energy drink with a long history. With both brands it is the classic tutti frutti flavour that dominates. Innovation work focuses on naturally stimulating herbal ingredients and vitamins. Continuous product innovation characterises the energy drink market, both in flavours and packaging.

Márton Radics
brand manager
Szentkirályi Magyarország

“Although the 0.25-litre Tutti Frutti flavour is still the most popular energy drink in the Hungarian market, alternatives with different flavours and caffeine content are making a conquest”,

points out Márton Radics, brand manager of Szentkirályi Magyarország.

Responsible energy drink consumption is becoming important, so the company puts great emphasis on providing consumers with accurate and detailed information on the recommended daily intake, and includes calorie and nutrient tables on products.

The market is characterized by continuous product innovation, both in terms of flavours and packaging

The power of herbs

Gábor Egervári
managing director
Sales System Hungary