New kinds of challenges in the fruit juice market

Anita Pusztai
marketing director
Sió-Eckes

Anita Pusztai, Sió-Eckes Kft.’s marketing director reported that sales were up 10% in the fruit juice, nectar and drink (FJND) market in 2022. “Sió-Eckes preserved its stable market share and remained the market leader, both as a manufacturer and at brand level. Our expectation is that consumers will stay loyal to strong, trustworthy and popular brands such as Sió and Hohes C” – she told.

András Palkó
marketing director
Coca-Cola HBC
Magyarország

András Palkó, Coca-Cola HBC Magyarország’s marketing director informed us that value sales grew by 10.4% in the fruit juice category, and volume sales increased by 1.4%. “The coronavirus pandemic made it clear for everyone how important it is to stay healthy. Sales of high fruit content juices with lots of vitamin started to grow in this period” – the marketing director explained.

Fanny Móricz
brand manager
Szentkirályi Magyarország

Fanny Móricz, Szentkirályi Magyarország’s brand manager: “In 2022 the HoReCa channel came back to life and it has been flourishing recently. At the same time high inflation and increased purchasing prices influence the sales performance of the category.”

Adrienn Horváth
marketing director
Márka Üdítőgyártó

Adrienn Horváth, Márka Üdítőgyártó Kft.’s marketing director: “Sales of our Márka brand improved by double-digit numbers in the first half of 2022. Right now we are installing our fourth production line in Felsőlajos, which will increase annual production capacity to nearly 300 million bottles.”

János Hajdu
key account manager
In-Food 2000

János Hajdu, In-Food 2000 Kft.’s key account manager: “The political events and economic problems of 2022 affected our Pfanner brand too. Consequently the prices of almost every product elevated considerably, as ingredient, packaging material, logistics and warehousing costs rose sharply, and also because energy now costs more for manufacturers, distributors and resellers.”

On-the-go segment gets stronger again

Katalin Sarkadi
head of marketing
Funky Forest

Katalin Sarkadi, Funky Forest’s head of marketing: “In the 100% pressed fruit juice category – because of the lower transfer prices – large-sized products are increasingly popular, while breakfast restaurants, bakeries and specialty cafés like small-bottle products and 3-litre Bag in Box fruit juices.” Funky Forest manufactures special fruit and vegetable combination juices. The company’s Secret Edition range won Inno d’Or – Innovation of the Year in 2022.

Adrienn Horváth informed that from Márka’s 0.5-litre products sales of the peach flavour soared, but even in this size category multivitamin is the No.1 flavour. With the revitalisation of the HoReCa channel, plus thanks to the presence of vending machines and snack bars in offices and other places, sales of small-sized Márka fruit drinks jumped more than 80%. János Hajdu talked to Trade magazine about the growing popularity of 2-litre products, although the majority of In-Food 2000 Kft.’s sales is still realised by 1-litre fruit juices.

Fruit juices saw a significant growth last year

Shoppers like to try new products

András Palkó revealed that functional fruit juices are typically available in large sizes, suited to home consumption needs. Since the pandemic consumers have showed increased demand for products with added vitamins and other functionalities. Vitamins C and D are very popular product ingredients, for instance they can also be found in the latest Cappy functional fruit drinks. Móricz Fanny spoke to us about the stable popularity of certain classic flavours, but added that shoppers are also happy to try new innovations.

Anita Pusztai has observed that mixed flavours are more and more popular, producing a double-digit sales growth year after year. Among individual flavours orange is the number one choice, followed by apple. More than three quarters of the market is 1-litre fruit juices, but smaller (0.33-, 0.25- and 0.3-litre) on-the-go product sales are developing by double-digit numbers. Hohes C benefits from the current health trend, as one glass is enough to cater for one person’s daily vitamin C need.

Consumers’ taste preferences remain relatively stable in Hungary

Natural and added vitamin

Vilmos Várkonyi
group brand manager
Maspex Olympos

Vilmos Várkonyi, Maspex Olympos Kft.’s senior brand manager: “From Kubu, the market leader among branded children’s drinks, this year’s new product is Kubu Tízórai, which is basically popular fruit purées mixed with nourishing cereals. The product is available in Raspberry+Semolina and Apple-Cinnamon+Rice versions, in 100g size, without added sugar or preservatives.”

This spring Coca-Cola Magyarország’s Cappy brand rolled out two new products: Cappy Immunerő combines orange, peach and carrot, with added vitamins C and B12 and zinc, for a stronger immune system. Cappy Belső Erő offers the harmonic taste of orange and mango, plus vitamin D, to support the bones and muscles.

Sió-Eckes Kft.’s healthy products, vitamin-fortified Immun and Antiox smoothies were joined by Sió Shots this year, plus the Natura range came out with two low-acid “Mild” products, called Pink Grapefruit Mix and Blood Orange Mix. The Smoothie product selection was expanded with an exciting new innovation, Budapest Vibe Smoothie: this combines pineapple, strawberry, banana, maracuja and acerola with green coffee bean extract. Also this year 100% fruit content, vitamin-rich Hohes C Fókusz debuted in shops.

Unique, bold flavours

Demand for health promoting fruit juices increases

In-Food 2000 Kft.’s Pfanner brand is famous for offering bold new flavours to consumers. The brand also has new, vitamin-fortified fruit juices, which are really popular in the winter period. Soon these will be introduced to the Hungarian market. Funky Forest offers unique flavour combinations to shoppers, and the company’s operations prioritise sustainable solutions and green energy use. In 2022 they rolled out a 100% fruit content, pressed apple-sour cherry fruit juice called Dear Deer, in 0.75-litre size. //