Care in a bottle

By: Budai Klára Date: 2025. 03. 28. 12:21

Hydrating the little ones isn’t just about the right amount of fluids, but also about the type of drinks they are given.

This article is available for reading in Trade magazin 2025/4.

Experts agree that during the first year of life plain water is best alongside breast milk or formula, while 100% fruit juices and fruit purées can be introduced step by step. Parents are looking for products that don’t contain added sugar, artificial additives or preservatives. Manufacturers put an emphasis on natural ingredients and vitamin-enriched recipes.

Sales of fruit juices for children are growing, mainly driven by the fruit puree segment

Water is the perfect choice when babies are thirsty

Baby water is more than just mineral water: it must meet strict criteria to be safe and reliable.

Eszter Guba, brand manager of Szentkirályi Magyarország Kft.:

“Szentkirályi Baba-Mama is the favourite baby water of Hungarian parents. Although cheaper alternatives are available on the market, the majority of customers prefer the award-winning brand, as reliability is essential in this segment. In 2023 we came out with Szentkirályi Cseppség, a 200ml natural mineral water with a leak-proof sports cap, in an ergonomically designed bottle that fits small hands. It is ideal for the little ones. We also encourage parents to get their children used to drinking clean water from an early age, as this is one of the foundations for a healthy lifestyle”.

What children drink is very important!

Sára Uhrin
junior brand manager
Maspex Olympos

Kubu targets conscious eaters, as most of the brand’s products contain added vitamins, while none of them have preservatives or artificial colours.

“Our 100% 0.3-litre drinks and 100% fruit purées contain only the natural sugar quantity of the fruit, so there is no added sugar in them. Kubu offers more than just refreshing drinks: the Kubu TÍZÓRAI cereal-enriched range is specifically tailored to the needs of children. The 100g pack is a practical way to kill hunger. These products are made from natural fruit purées and nutritious cereals and they contain no flavours, preservatives or colours”,

explains Sára Uhrin, junior brand manager of Maspex Olympos Kft.

In 2025 Kubu the new Kubu Immuno purées will hit the shops – they aren’t only delicious, but also support the immune system, as they contain vitamin C and zinc.

Parents tend to make increasingly careful choices when it comes to added sugar, artificial additives or preservatives

Focus on quality

Emese Szász-Bognár
communications and media manager
Sió-Eckes

Emese Szász-Bognár, communications and media manager of Sió-Eckes Kft. tells us that juices for children were the fastest growing segment of the FJND category in 2024, both in volume (+17.6%) and value (+25.6%). According to Nielsen analysis, the engine of this growth was the expansion of fruit purees (+34.5% in value).

“The trends show that demand for fruit purées continues to grow, as these 100% fruit-containing snacks between meals offer both a healthy and convenient solution. Convenience packs and on-the-go consumption will be key in the coming years”,

adds the communications and media manager.

Parents prioritise giving top quality products to their children. In 2024 the SIÓ Vitatigris range grew in both value and volume. Last year the company put SIÓ Vitatigris Apple Fruit Purée on the market, which contains 100% apples, no added sugar, no artificial colours and no preservatives, and is made with vitamins C and D. //