Magazine: Thirst quenchers in many flavours

Nikolett van der Wildt
marketing manager
Szentkirályi-Kékkúti Ásványvíz

According to data from the Hungarian Mineral Water, Fruit Juice and Soft Drink Association, per capita mineral water consumption keeps growing in Hungary, and in 2017 it reached 125 litres a year. Thanks to the hot summer weather, sales were up more than 12 percent in value and 8 percent in volume in comparison with 2016. Nikolett van der Wildt, marketing manager of Szentkirályi-Kékkúti Mineral Water Kft. told our magazine that natural mineral waters continue to dominate the market, with sales growing steadily and more expensive products gaining ground. Flavoured water sales are also on the rise. In 2017 the sales growth of branded products was bigger than that of private labels.

Gábor Ivády
commercial excellence leader
Coca-Cola HBC Magyarország

Coca-Cola HBC Magyarország Kft.’s commercial excellence leader Gábor Ivády informed us that consumers started buying more expensive products.

Adrienn Horváth
marketing manager
Márka Üdítőgyártó

Adrienn Horváth, marketing director of Márka Üdítőgyártó Kft. revealed that in the last three years sales of their products have been growing slowly, but steadily.

József Nemes
owner
Vacer Trade

József Nemes, the owner of Vacer Trade Kft. (they are the distributor of Sun Aqua waters) spoke to us about being present in more channels than before with their products; in 48 hours they guaranteed 98-percent delivery to partners in the hot summer months.

Vilmos Várkonyi
group brand manager
Maspex Olympos

Maspex Olympos Kft.’s popular Apenta brand put a new product range on the market in February. Among flavoured waters they launched still spring water Kubu Waterrr – we learned from group brand manager Vilmos Várkonyi.

Nárcisz Csákabonyi
managing director
Fonte Viva

Fonte Viva Kft.’s experience is that high-quality products have started to play a more important role recently – informed managing director Nárcisz Csákabonyi. She added that the current health trend drives the sales of still mineral waters, which now realise more than 50 percent of total sales. About one third of mineral waters is sold by hypermarkets and supermarkets have a 20-percent share.

Krisztina Kozák
marketing manager
Magyarvíz

Krisztina Kozák, marketing manager of Magyarvíz Kft. quoted Nielsen data, according to which sales were up 3.4 percent calculated in litre and grew by 4.1 percent if the number of bottles is considered. Branded products have a 57-percent market share in volume.

Zsóka Balogh
marketing manager
In-Food 2000

In-Food 2000 Kft. is the distributor of the Vöslauer brand. Marketing manager Zsóka Balogh told Trade magazin that the company’s sales are growing firmly. Consumers now care about water quality and product composition more than before.

Citrus and berries are still the most popular when it comes to buying flavoured mineral waters. This segment is developing dynamically and in 2017 it already represented one fifth of sales. The segment has the potential to expand for years. Slowly exciting flavour combinations such as strawberry-guava or sour cherry-pomegranate are also gaining ground. Flavoured waters are the perfect alternative to soft drinks made with sugar. Retailers’ revenue from flavoured waters increased by 9.5 percent in 2017; the calorie content of products has become more important for consumers than before. Several new flavour combinations are introduced to the market by manufacturers, but most of these don’t stay on store shelves for a longer period.

In March 2018 Szentkirályi-Kékkúti Mineral Water Kft. put the strawberry-mint Theodora on the market. In the HoReCa segment a new, exclusive glass-bottle product is launched. PET-bottle products will soon become nicer and stronger; what is more, their shape will be more optimal from a logistic perspective. In addition to these new developments, Szentkirályi also had a new smartphone app made that monitors consumers’ water consumption, motivating them for more conscious water drinking habits. By now Szentkirályi has become a real ‘love brand’, a Hungarian success story.

In 2018 Coca-Cola HBC Magyarország will enter a brand new category with a mineral water that has already been successful in many countries. In March the company will launch a popular premium brand in the HoReCa segment. Since NaturAqua mineral water has a clean, neutral taste, it can be paired perfectly with wines. For many years now the brand has been invited to take part in top wine events. NaturaAqua is made in Zalaszentgrót and Coca-Cola’s plan is to stress the Hungarian origin of the product more in its communication. Márka Üdítőgyártó Kft. now bottles its flavoured water trio at a new plant in Felsőlajos. Thanks to long research and innovation work, products are partly sweetened with STEVIA in a way that there is no bitter aftertaste. Products also got a new design. In addition to this renewal, the company wishes to reflect the dynamism of the category with the launch of a new brand, Dinamica.

This year Fonte Viva Kft.’s goal is to familiarise more consumers with their Fonte Verde and Babaqua brands. The company will use innovative marketing tools and ideas to realise this goal. It is interesting that the marketing strategy is built around the world of fashion and being trendy – this is what is communicated in every media channel. Magyarvíz Kft. starts using a new production line in 2018. This step makes it possible to put the 1.5l still mineral waters Mizse and Primavera – the company’s branded products – in an unusual and practical new bottle. Mizse is positioned as the mineral water of families, so its communication focuses on fun times spent together.

In February Maspex Olympos Kft. put the 0.5l still spring water product Kubu Waterrr on the market. This water comes from an UNESCO-protected area and is characterised by low mineral content. The product is marketed in bottles equipped with a membrane and a leak-proof sports cap, and it is available with four different product labels to make it more exciting for children. Under the Apenta brand the company came out with 750ml functional drinks, e.g. Apenta+ Focus, Apenta+ Antiox, Apenta+ Fit – we learned from brand manager Gábor Halász. This year Vacer Trade Kft. focuses on improving 0.5l flavoured Sun Aqua waters and on leaving out or replacing unpopular product ingredients such as preservatives.

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Last year the company founded the Sun Aqua Kia Racing Team, the two young women members of which are working hard to prove themselves against men drivers in both Hungary and abroad. In-Food 2000 Kft.’s Vöslauer Balance product range will go through a major renewal this year.Products won’t only get a new label, but from spring the sugar content of Balance products reduces by 30-50 percent; thanks to this, 100ml of water will contain less than 10 kilocalories. //