Demand is shifting towards higher lemon content

Lemon juice sales decreased in volume but increased in terms of value in the past period. Ágnes Chvojka, Maspex Olympos Kft.’s junior brand manager explained this with this year’s unfavourable weather conditions, which resulted in lower lemon yields and consequently higher lemon concentrate prices. This change entailed elevated consumer prices that lead to a decrease in demand. Olympos lemon juice is still the market leader, followed by private label products. Seasonality is characteristic of the market, sales soar in the winter period when tea consumption is more frequent. As for retail channels, supermarkets and discount stores lead the way. In the last 12 months, the market share of lemon juices with fruit content lower than 50% fell in terms of volume, while larger than 1-litre products increased their share. Olympos introduced its 100% lemon juice in 2008 and sales were up 3 percent from the previous year. According to Krisztina Kuti, brand manager with Maresi Foodbroker Kft. – the distributor of Limmi – the lemon juice market is still dominated by the 1-litre and 200-ml versions. Limmi lemon and lime juices sell better in the 200-ml category. In the 2009-2010 season Limmi sales grew in volume and slightly fell in value.

The company’s main objective is to offer fresh-squeezed 100% lemon juices to consumers. Ágnes Chvojka also told Trade magazin that they were working on creating new occasions for consumption, for instance the 100% Olympos is perfect for cocktails and dishes as well. Their lemon juice bottles now sport a modern design. On product labels the company offers useful information for consumers about lemon juice usage. Krisztina Kuti told our magazine that Limmi also educates consumers about lemon juice usage on the packaging. The Limmi bottle has a special shape and its essential oil capsule stands alone on the market. In the summer months Limmi lemon juice is available at half price in several retail chains. Around the end of the year they intend to popularise the product by linking it with tea and fish.