Energy drinks still going strong

Retail sales of energy and sport drinks totalled HUF 8,3 billion in 2007. This category is among those producing the biggest expansion. Retail sales increased by 60 per cent in terms of value in the May 2007 – April 2008 period. The driving force behind this spectacular expansion was the growth of private labels. Private labels accounted for 42 per cent of total sales in terms of quantity in April 2008. Demand for energy drinks is significantly higher than for sport drinks, which account for only 4 per cent of the market in terms of value. The combined market share of over 400 square meter channels has dropped from 80 to 71 per cent, whereas that of small, maximum 50 square meter stores has doubled. Average consumer prices showed strong fluctuation last year (between HUF 569 and 639).