This is how the Hungarian soft drink market developed in 2024

By: Trademagazin Date: 2025. 06. 30. 12:12

The domestic soft drink market saw spectacular turnarounds in 2024: while Coca-Cola and HELL Energy recorded spectacular sales growth and significant profit growth, Pepsi was stuck in the negative territory, and although Szentkirályi was able to expand, its profitability decreased. Employment data also show strong differences: HELL increased its number of employees by more than one and a half times, while Pepsi, on the other hand, closed the year with practically one employee – writes the Pénzcentrum summary.

The numbers speak for themselves – sales and profit

Soha nem kellett még ennyire az energia - energiaitalok piaca Coca-Cola increased its domestic sales by 21% in 2024, reaching 208 billion forints, while HELL increased by 25% to 84 billion. Szentkirályi also achieved a significant 38% increase, increasing its profit from 30 billion to 41 billion. Pepsi also expanded by 20% (to 62 billion forints), but instead of a profit, it was forced to record a loss again.

Coca-Cola also stood out in terms of profitability: its after-tax profit more than tripled to 11 billion forints in 2024. HELL also improved, increasing its profit by 28%, while Szentkirályi reduced its profit of 2.5 billion forints to 1.6 billion. Pepsi’s loss, however, continued to increase – it has been continuously sliding down the profitability ranking for the second year in a row.

HELL also took the lead in terms of staff numbers

When examining employment, HELL produced the biggest jump: it increased its number of employees by 78% compared to 2023, thus employing 1,222 people in 2024. Coca-Cola’s headcount decreased minimally (from 969 to 965 people), Szentkirályi increased its number of employees by 6%, while Pepsi’s statistical average barely exceeded half a person.

There were also marked differences in wage costs: HELL increased its expenses on employees by 27%, more than 2.5 billion forints, while Coca-Cola increased its personnel expenses by 6.8% and Szentkirályi by 21%.

Different strategies, uncertain future

Behind the results, clearly different corporate strategies emerge. While Coca-Cola and HELL are dynamically developing and increasing their presence in the domestic market, Pepsi is apparently struggling and its strategy so far has not turned its operations into a profitable one. Szentkirályi remains stable, but with decreasing profits.

The key question for the next period will be which player can maintain its growth in the long term and how they will respond to new trends entering the market, such as the growing consumer demand for health awareness or environmental sustainability.