A change of era in the glass

This article is available for reading in Trade magazin 2026/02-03

While consumer decisions have become more deliberate – especially in the premium segment – several cost factors have increased on the manufacturing side

Szász-Bognár Emese
nemzetközi márka- és
kommunikációs manager
Sió-Eckes

Sió-Eckes Kft. introduced a number of innovations in 2025: eight new products were added to the SIÓ brand range. The ZERO line, which contains no added sugar, was expanded with three new flavours (Apple-Passion Fruit-Mango, Apple-Dragon Fruit-Guava, Red Grape-Apple). The SIÓ Lemonade range came out with three 1-litre flavour variants (Lime-Strawberry, Peach-Lemon-Mint, Lemon-Watermelon). As for hohes C, in 2025 the focus was on the Vitamin Water product line, with three products launched (Protect, Energy, Antiox) in exciting flavour combinations (Lime-Ginger, Orange-Passion Fruit, Strawberry-Grapefruit) and vitamin and mineral content, informs international brand and communications manager Emese Szász-Bognár.

Digital experience building

Novák Anett
senior brand
manager
Maspex Olympos

In 2025 Maspex Olympos Kft. updated its portfolio with several new products within the Topjoy brand. The purée offering was expanded with 200g formats: Topjoy XXL fruit purées became available in cactus and mango flavours. In the case of Topjoy products in glass bottle, the 0.25-litre line rolled out three new products in 2025. Spring saw the return of the revamped Topjoy App and with it the daily messages. Topjoy makes its classic “messages in the cap” available digitally, with daily content and interactive features, we learn from senior brand manager Anett Novák. In January 2026 the limited edition Topjoy Apple-Strawberry 0.25-litre version will arrive for Valentine’s Day. The Topjoy 1.5-litre range will be revamped and expanded with two new flavours (Topjoy Green Apple and Zero Apple-Elderberry).

Stable trajectory

Kun Melinda
brand manager
Rauch Hungária

Rauch Hungária Kft. performed very well in 2025, recording an 11.3% increase in value and a 7.5% rise in volume sales. Happy Day realised 14.3% growth in value and 2.6% growth in volume, while Hey-Ho improved its results by 12.9% in value and 8.1% in volume. At the end of 2025 the Happy Day range was expanded with three new flavours (Apple-Mango, Apple-Plum, Apple-Elderberry), which are also available in retail outlets from December 2025. Under the Hey-Ho brand the ZERO line with no added sugar (Red Multivitamin and Peach) was introduced in 2025 and will be expanded with apple and strawberry flavours in 2026. The company’s goal is to maintain the high quality of products and to consistently support their brands through marketing, reports brand manager Melinda Kun.

Papp Zsuzsanna
marketingvezető
Szobi Italgyártó

Szobi Italgyártó Kft. reports continuous developments with the Szobi and Golden Valley brands, while classic, well-known flavours have held a stable position for years. New flavour combinations appear regularly, but they don’t typically remain in the range for long, as the novelty factor doesn’t outweigh the stable demand for classic flavours such as apple, peach and orange. Strengthening the company’s digital presence is on the agenda, so they are making products available through their webshop, and the focus of communication is shifting towards online platforms, says marketing manager Zsuzsanna Papp.

While the prices of most raw materials have increased, the orange crisis has eased, and this is already reflected in shelf prices

Functional responses

Consumer behaviour is becoming increasingly conscious: in addition to thinking carefully about spending, rationality is coming to the fore. Parallel to the decline in volume sales, the importance of private labels is steadily increasing. Fruit drinks account for the largest share of the category. Fruit juices with 100% fruit content are responsible for about one-third of the total segment, but the decline in volume is primarily attributable to this group, with a 17.6% decrease in volume.

There is always room for new flavour combinations, but the appeal of novelty does not override the steady demand for classic flavours such as apple, peach and orange

Mónika Inotay
marketing manager
In-Food 2000

According to the experience of In-Food 2000 Kft., the extreme raw material situation in orange production continued to have a noticeable impact on the price level of orange juice based products in 2025. At the same time, retailer partners who kept 100% Pfanner orange juice in their assortment despite the price increase saw stable demand and growth in sales, which reinforces the long-term viability of the category. In 2025 sales strategies and product line structures were adapted to the changing environment. Relying on a wide selection and carefully designed promotions, the company sought to offer relevant alternatives for all consumer preferences, covering both the 100% and the 25-30% fruit content segments, as well as unique flavour combinations. Interest in Pfanner’s “immune boost” products picked up again in 2025 – a good example of this is the Pfanner Ginger Shot range. In 2026 the company continues to respond to the changed market environment with product innovations, notes marketing manager Mónika Inotay.

New channels, new momentum

Katalin Sarkadi
head of marketing
Funky Forest

In 2025 Funky Forest revamped the packaging of its 3-litre bottles (100% Apple-Peach, Apple, Apple-Sour Cherry, Apple-Ginger). Two new products were also launched: the apple-peach flavour became available in a 3-litre format and an apple-blackcurrant smoothie was also created, which quickly gained popularity thanks to its antioxidant and phytonutrient content and distinctive colour. Although price sensitivity is characteristic of the fruit juice category due to the effects of inflation, fortunately, the customer base for Funky Forest 100% natural juices and smoothies has remained stable, notes marketing manager Katalin Sarkadi.

Attila Kiss
founder
ESBANA

ESBANA performed well in the premium, additive-free, sea buckthorn based fruit juice segment in 2025. The sea buckthorn-related product range – the Bio Sea Buckthorn fruit pulp product line, sea buckthorn syrups and SeaSHOTs – exceeded the 2024 level by approximately 35% in value and nearly 20% in volume.

The expansion was aided by a combination of factors, including the successful market launch of the SeaSHOT immune-boosting shot range, the repositioning of syrups, the promotion of sea buckthorn pulp as a superfood beverage base and the involvement of new sales channels, emphasises founder Attila Kiss.

Tünde Zsíros
managing director
ESBANA

In 2026 the focus will be on functional education, the introduction of sea buckthorn as a Hungarian superfood and experience-based communication, says managing director Tünde Zsíros.