Although 2013 was a ‘negative’ year, the first half of 2014 gave hope to firms in the fruit juice market as sales grew in terms of both value and volume. According to Balázs Bogár, Sió-Eckes Kft.’s junior trade marketing manager, their sales growth was the biggest in the juice and the nectar segments. One of the main reasons behind this trend was the better market performance of SIÓ juices and nectars, now sold in cartons instead of PET bottles. Thanks to this it was fruit juice in carton that produced the biggest market expansion, increasing by two-digit numbers; PET bottle juice sales rose minimally and products in glass bottles lost market share. Anna Cholnoky, brand manager with Maspex Olympos Kft. added to this that higher sales for the carton format was also the result of better performance by private label fruit juices and lower-priced branded products. Éva Buru, public affairs and communications director of Coca-Cola Hungary opines that people now have more money to spend, especially those belonging to the lower or medium income category, and this also had a positive influence on fruit juice sales. In its innovation activity Sió-Eckes now gives priority to the SIÓ mixed fruit drink and SIÓ Freshly Pressed product families. The latter’s portfolio has been extended to 5 exciting flavours in a short period of time. In the fruit drink category they continued the addition of new mixed flavours that started back in 2013. SIÓ Vitatigris, the company’s children’s product line is renewed this year. This not only means new design but many other changes as well. A new flavour appeared in the 0.2-litre carton format, the market’s only fruit purée now sports a child friendly bigger cap on its new upright bag and the 0.33-litre PET bottle version got a new bottle design. 2014 also bought the launch of SIÓ’s loyalty programme at www.siogyumolcs.hu – shoppers can upload product codes to take part in many promotions or prize draws. Maspex is present in the fruit juice market with three important brands. Olympos fruit drinks hold on to their market share among PET bottle products. Olympos entered a new category this year: the company now offers refreshing lemonade to the whole family in lemon and elder flavours, in 1.5-litre PET bottles. Just like Olympos products, Topjoy products also got a new label this year.

In 2014 0.25-litre glass bottle Topjoy is in the limelight. Kubu is the market leader among children’s drinks. In the market the company sensed a shift from pulpy nectars towards thirst quenching drink Kubu Play and flavoured water Kubu Waterrr. This trend wasn’t generated by prices but by children’s changing preferences. Coca-Cola has three sub-brands in the fruit juice market: Cappy fruit juices and nectars, Cappy Pulpy and Cappy Ice Fruit drinks. The company is trying to use more Hungarian ingredients in production, for instance they purchase 7,500 tons of Hungarian apple a year. Coca-Cola introduced high-quality Cappy Pulpy in Hungary last summer – in orange flavour, in two sizes and at affordable prizes. This year the product family welcomes tropical fruit flavours and Pulpy Peach as new members. Cappy Junior children’s drinks debuted this year, these are basically Cappy fruit juices and nectars sold in smaller size packaging. These products are characterised by relatively high fruit content, a playful design and a practical sports cap. Szobi Italgyártó Kft. entered the market of carton-format fruit juices 2 years ago. Commercial director Andrea Olaszi told that the brand’s return after a few-year hiatus showed its strength as sales have been growing ever since. They started with 12-percent fruit content fruit drinks and now also offer 0.2-litre 100-percent fruit juices.