Open water!

This article is available for reading in Trade magazin 2024/5

Focusing on the environment

Boglárka Bara
senior brand manager
Szentkirályi
Magyarország

“One of the reasons behind this is that consumers are looking for healthier alternatives, and the market is strongly influenced by the current inflationary environment and the new public health product tax (NETA) rules”,

says Boglárka Bara, senior brand manager of Szentkirályi Magyarország.

According to data from the Hungarian Mineral Water, Fruit Juice and Soft Drink Association (MAGYÜSZ), the mineral water market reduced by 14.6% in litres in 2023.

Szentkirályi’s portfolio is expanding this year with the launch of a new product called One Drop of Fruit, which was conceived with consumer needs in mind. Customers can expect to see the product on store shelves from spring.

The Theodora brand is about to undergo a major revamp. Natural mineral water is very popular, but consumers are increasingly looking for healthier alternatives to sugary drinks. Szentkirályi is keen to appeal to environmentally conscious consumers, who may have avoided the category because of the environmental impact of PET bottles, and the introduction of a deposit return system is an excellent opportunity to do this.

Customers have turned to the more economical large packs

Special combinations

Maspex Olympos Kft.’s Apenta Vitamixx range is a popular brand in the flavoured water category. Its portfolio offers special flavour combinations with added vitamins C and B.

Patrícia Peres
brand manager
Maspex Olympos

“In line with the trends, we have reduced the sugar content of our 3 sugary products and offer 3 zero sugar versions too”,

says brand manager Patrícia Peres.

Apenta+ functional drinks are 750ml non-carbonated soft drinks with added vitamins, minerals and plant extracts to hydrate the body. Flavoured water Kubu Waterrr is available in 5 flavours and the products are made with half the amount of sugar as soft drinks.

Vilmos Várkonyi
group brand manager
Maspex Olympos

“Its drip-free sports cap makes sure that the product can be safely enjoyed anywhere”,

adds group brand manager Vilmos Várkonyi.

Krisztina Kozák, marketing manager of Magyarvíz Kft.:

Krisztina Kozák
marketing manager
Magyarvíz

“Further price increases are difficult to do, given that the inflation rate has been above 70% for the last three years. However, the HUF 50/bottle price hike owing to the introduction of the deposit return system could seem a significant increase this year, especially for half-litre mineral waters”,

points out Krisztina Kozák.

The usual quality with a twist

In spring Magyarvíz Kft. is launching Mizse natural mineral water based carbonated soft drinks in three versions, in 1.5-litre size. Mizse lemon-lime, Mizse elderflower and Mizse dragon fruit-raspberry are pure natural mineral water with the usual quality, made even tastier with a twist. Its balanced mineral content makes Mizse mineral water delicious. No preservatives, colours or sugar have been added to the fruity flavours. The bottles are returnable and come with a fixed Twist&Drink cap.

The market of branded flavoured mineral waters shows spectacular growth

Márka Üdítőgyártó Kft. has increased its market share to 37% in the flavoured water category.

Adrienn Horváth
marketing director
Márka Üdítőgyártó

“According to our recent representative consumer research, after soft drinks and fruit drinks, flavoured waters are the most popular and most frequently purchased, as more than half of the respondents choose them the most often”,

informs Adrienn Horváth, marketing director of Márka Üdítőgyártó Kft.

The company’s private label, Márka, and Mirror ranges include several non-carbonated versions in addition to the carbonated range. //