Fruit juices doing well

Though it is too early to say that carton boxes are the sole form of packaging for fruit juices with a higher fruit content, PET bottles are preferred for cheaper juices. Consumers are increasingly receptive to combinations of flavours. Not only new mixes but altogether new flavours like pineapple have become successful. The drop in the market share of orange came as a surprise last year, though it is expected to retain its leading position in the long run. – Consumer preferences are changing, higher vitamin content and new fruits are desirable – comments on new trend Katalin Zarándy, marketing director of SIÓ-Eckes Kft. Hungarian consumers are still conservative, experimenting with new flavours only on single occasions. Prices of most fruits rose last year, leading to an increase in the difference between the prices of high and low fruit content products. This helped to slow down the decline of drinks, while juices lost some market share. No wonder that hyper markets and discount stores improved their sales in 2007. As a result of less money in the pockets of consumers, PET bottles are becoming increasingly popular. – This is a practical, easy to use form of packaging – says Gábor Kardos, managing director of Rauch Hungária Kft. Bottled products are only suitable for the HoReCa channel owing to the higher price of bottles. The main trends, like the increase in the market share of private labels and PET bottles is reflected in the growth of Gramex 2000. Gramex specialises in the production of private labels in PET bottles. János Gréczi, managing director is satisfied: – World and domestic market trends have been favourable for us in the recent period, but we have also developed good quality fruit drinks. Their options regarding innovation are limited since their target group is price sensitive, but they start building a brand like Funny Bunny, whenever they see an opening. Gramex 2000 is not the only manufacturer to see fruit drinks for children as a lucrative segment. Rauch has Yippi, while SIÓ-Eckes has Vitatigris. – Children are an important target group for SIÓ, because we regard it as a priority to educate them to follow a healthy lifestyle – says Katalin Zarándy. – It is a positive sign that an increasing number of parents are health conscious who prefer high quality products – says Andrea Kiss, marketing director of Maspex Olympos Kft. Kubu has achieved extremely dynamic growth and now holds a 50 per cent market share in the children’s segment. They plan to launch Figo in 2008, which is a new product in PET bottles also intended for children. Within the TopJoy brand, the Fitness and Light product lines are their most promising innovations. Functionality is also the key word in product development pursued by Rauch. Vitamin C is found in many of their products, in both natural and added form. An innovation in the maximum fruit content Happy Day product line is the Mild orange flavour with reduced acid content. Another direction for innovation is the development of great diversity in flavours. – This allows us to meet diverse consumer and retail needs – says Éva Pogány, from Coca-Cola Magyarország Kft. Apart form high quality, the diversity of flavours has also contributed to the success of Cappy. This brand will be the first to introduce a 1 litre PET bottle unit in this category. Fresh&fruit launched successfully in 2007 is one of the product lines by SIÓ-Eckes Kft. which is targeted at an unconventional group, people following an active lifestyle. SIÓ-Eckes is to launch a true innovation in the children’s segment: VitaTigris Gyümölcspüré, with 100 per cent fruit content, in Guala-pack, a hygienic and easy to use form of packaging for children. Their marketing activities are complex, with integrated campaigns. – We believe that both ATL and BTL tools and different channels of communication are very important. Their proper combination has lead to the SIÓ and Hohes C brands strengthening their market leading positions – says Katalin Zarándy. Though all major Rauch brands receive ATL support, they also try to provide creative in-store tools every year. Several POS tools were used simultaneously for each of their promotions last year, including the corner decoration which proved to be the most effective. Coca-Cola Magyarország is focusing on the introduction of the 1 litre size Cappy at present. They also have other surprises in store for 2008 in several categories.