Hydrate smartly, sip mindfully!

By: Budai Klára Date: 2025. 05. 09. 10:30

This article is available for reading in Trade magazin 2025/5.

Balázs Benkó
commercial and
marketing director
Magyarvíz

According to Balázs Benkó, commercial and marketing director of Magyarvíz Kft., the mineral water market grew by 2% in 2024, but there was a 15% sales decline in the last quarter of the year, reveals the data from the Hungarian Mineral Water, Fruit Juice and Soft Drink Association (MAGYÜSZ).

“1.5-litre products are the most popular – there has been no change in this. The biggest sales drop occurred in the 0.5-litre category, where sales plunged by 14.4% in 2024”,

he adds.

Emese Szász-Bognár
communications and
media manager
Sió-Eckes

Emese Szász-Bognár, communications and media manager of Sió-Eckes Kft. underlines that in order to remain competitive, companies operating on the water market have had to adapt to the changing regulatory environment, consumer demands and sustainability requirements. A big change in sustainability requirements was the entry into force of the domestic DRS
system in 2024, together with the European Union’s attached bottle cap regulation.

“In 2024 many consumers turned to branded products: while the value share of private label products had been 37.5% in 2023, it decreased to 31.3% in 2024”,

informs Emese Szász-Bognár.

Raising prices further would be difficult as inflation has exceeded 70% in the last three years

Global brand, conscious presence

In 2024 the branded products of Magyarvíz Kft. came up with a solid performance. Spring was an important period for the company: this was when Mizse sparkling flavoured waters hit the shops. The new product range is available in three flavour combinations, in 1.5-litre bottles.

“In addition to the balanced mineral content that is so characteristic of the brand, the fruity versions don’t contain preservatives, colours or sugar either”,

reports Balázs Benkó.

Dávid Gábor Kovács
marketing director
Zwack

Evian’s sales were influenced by two things in 2024: the introduction of the DRS system, which had a negative impact on the mineral water market as a whole, and the record number of tourists arriving at Ferihegy Airport, which increased demand.

Zwack Unicum Nyrt.’s marketing director Dávid Gábor Kovács says: the company wants to increase the visibility of Evian as a global super-premium brand, especially in locations where the most foreign tourists go.

Fresh dynamism

Apenta Vitamixx is a popular brand in the flavoured water market. Its portfolio offers special combinations of flavours with added vitamins C and B.

Patrícia Peres
brand manager
Maspex Olympos

“In line with the trends, our product includes 3 zero sugar versions in addition to the 3 sugary ones”,

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

In January 2025 Apenta rolled out two new lightly carbonated soft drinks: Apenta 0% sugar, 0% sweetener products are special because – just like other Apenta soft drinks – they are made with natural mineral water and contain no sugar or sweeteners. The other addition to the Apenta range is Apenta+ 750ml functional drinks.

Sára Uhrin
junior brand manager
Maspex Olympos

“Kubu Waterrr flavoured waters are available in five different flavours”,

adds junior brand manager Sára Uhrin.

Sustainability and innovation

Mónika Inotay
marketing manager
In-Food 2000

Mónika Inotay, marketing manager of In-Food 2000 Kft. tells our magazine that 2024 was a very successful year for Vöslauer in Hungary.

“Our unbroken growth is based on the reliability of our products, the large product selection and the stylish bottles made from 100% recycled plastic (rePET). Feedback from consumers reveals that premium quality and harmonious flavours are very important for them – and these are the main characteristics of our crystal clear mineral water”,

explains Mónika Inotay.

In addition to Vöslauer Flavours lemon, two new energy-free, natural mineral water-based drinks – in raspberry and elderflower flavours – will be launched on the Hungarian market in 2025. In line with the functional drink trend, the Vöslauer Balance Juicy Plus range is made with natural ingredients, 7% fruit content and added vitamins.

In the flavoured water segment, the market shares of hypermarkets and supermarkets in have increased

New flavours and formats

Attila Kaszás
managing director
Viwa product Europa

Attila Kaszás, managing director of Viwa Product Europa Kft. reports that besides vitamins, there is a growing focus on products fortified with minerals, while consumers are also looking for drinks with added high-quality sweeteners.

“Smaller formats are trendy again, this is why we have introduced the 330ml can version and launched a new organic ice tea flavour this year”,

says Attila Kaszás.

This spring hohes C is adding a new product line to its portfolio, which also contains minerals in addition to vitamins, without added sugar or sweeteners. New hohes C Vitamin Waters offer natural freshness and conscious hydration in a convenient 0.5-litre bottle.

“They will be available in three different flavours. Energy contains vitamins C, B6, B12 and guarana extract, Protect supports the immune system with vitamins C, D, E and zinc, while Antiox helps the body’s antioxidant processes with vitamins C, E and selenium”,

we learn from Emese Szász-Bognár, communications and media manager of Sió-Eckes Kft. //