An everyday nutrient bomb

This article is available for reading in Trade magazin 2024/12-01

Pre-packed smoothies represent a practical choice, providing a quick nutritional boost before and after exercise. Manufacturers are now offering products enriched with proteins, vitamins or minerals.

Innovations increasingly focus on alternative protein sources

New flavours and flavour combinations

Emese Szász-Bognár
communications and media manager
SIÓ-Eckes

Plant-based smoothies that meet the requirements of vegan, paleo and ketogenic diets are also ideal for people following specific diets.

“The smoothie segment currently has a 2.2% value share in the fruit juice, nectar and drink category, but it is growing dynamically. In YTD 2024 the segment grew by 7.1% in volume and 5.8% in value compared to the same period in 2023”,

says Emese Szász-Bognár, communications and media manager at Sió-Eckes Kft.

SIÓ Smoothies are available in reusable, modern glass packaging in 6 different flavours: Tropical Mango, Forest Red Berry, Refreshing Green Kiwi, Blue Balaton, Immune and Relax. With future innovations the company will continue to focus on exciting flavour combinations.

Health is in focus

“Growing home consumption has further increased the demand for convenient and practical packaging, making sachet smoothies more popular. Mid-range products have been the most successful in terms of price, but the premium category has also gained strength”,

says Éva Farkas Pintér, founder and owner of HeySmoothie’s manufacturer, Careforyou Kft.

The company has just introduced new flavour combinations and functional ingredients, such as smoothies enriched with superfoods and vitamins. In innovation they concentrate on personalised functional smoothies that serve different health purposes. Health awareness and sustainability are at the heart of the company’s marketing strategy.

Smoothie consumers are less price sensitive

Ingredients following the trends

Katalin Sarkadi
marketing manager
Funky Forest

According to Katalin Sarkadi, marketing manager of Funky Forest, strawberry, berry and tropical fruit smoothies are still the most popular as snacks. Green smoothies containing spinach or other green leafy plants are also liked by many. In line with trends, some imports and private label products now contain added proteins, chia seeds, herbs, vitamins and supplements. Funky Forest’s key partners are breakfast restaurants, bakeries, cafés, hotels and retail chains, where they serve the company’s additive-free juices, made exclusively from fruit and vegetables. The company’s online shop offers individual package deals and dietitian advice to help customers. On their recently revamped website visitors can now search for ingredients and their benefits.

Impulsive category

Smoothie drinkers aren’t price-sensitive: for them high quality, vegan certification and sustainable production are more important. Smoothies are priced higher due to their 100% fruit and vegetable content, so premium products have remained in the market despite price increases and the emergence of value for money alternatives hasn’t affected this segment. It is a highly impulsive category, so it is essential to keep the product chilled.

Marianna Pinczés
CEO
Virgin Oil Press

“We also see that a lot of people prefer domestic products. In terms of packaging single-serve (shot) formats such as our FROT products are in demand, but 200-300-500ml versions are also popular. 1-litre formats are rare, as these drinks typically have a shorter shelf life”,

adds Marianna Pinczés, CEO of Virgin Oil Press Kft. //