Cranked up

By: Budai Klára Date: 2025. 05. 12. 10:41

The energy drink market had a successful year in 2024, but the expansion created new challenges for market players.

This article is available for reading in Trade magazin 2025/5.

Tightening regulations, the demand for products containing less sugar and more conscious consumer behaviour are all influencing the development of the segment. Independent retailers are the most important sales channel, but the growth of discounters is also noteworthy, with their share reaching 12.5%.

Limited editions

Adrienn Popovics
marketing director
HELL ENERGY
Magyarország

Adrienn Popovics, marketing director of HELL ENERGY Magyarország Kft. reports that premium quality products are gaining ground on the energy drink market, as consumers are looking for innovative ingredients and functional drinks.

“Classic flavours are the most popular, but there is also a growing interest in drinks offering unique flavours. In our 500ml portfolio HELL Classic Epic Edition and HELL Green Apple Epic Edition have become the most popular. Our energy drinks are now available in 250ml and 500ml versions, so you can enjoy their pleasant effects longer. We have added new flavours to the HELL Zero range and redesigned the packaging to make it easier to differentiate”,

informs Adrienn Popovics.

Among the basic flavours, the dominance of tutti-frutti is gradually declining

Classic and modern

In 2024 Coca-Cola HBC Magyarország sold a record quantity of energy drinks in Hungary.

Bojana Nenadovic
marketing director
Coca-Cola
HBC Magyarország

“Monster Energy was one of the engines of growth in the category, sales of which grew by 21% in value compared to the previous year. The dominance of tutti-frutti is gradually declining, while people are becoming more open to new, innovative variations. This trend is also made clear by the triumph of three new Monster Energy products launched in 2024: the sugar-free Zero Sugar Monster Energy, the surprisingly bright and sweet Zero Sugar Ultra Rosá, and the refreshingly sour Bad Apple”,

says Bojana Nenadovic, the company’s marketing director.

As shoppers are eager to try new things, a new product called Monster Ultra Strawberry Dreams had already been available on store shelves, while Monster Rio Punch in exotic flavours arrived in March.

Consumers like unusual packaging and affordable prices, but are also increasingly looking for natural ingredients

So many challenges

The Hungarian energy drink market experienced great changes in 2024, with regulatory tightening, health concerns and the challenges of the economic environment being the most important. In April the government tabled a bill that would have banned selling energy drinks to under-18s, but industry players did their best to find solutions that would allow the market to operate sustainably while meeting the new requirements.

Gábor Egervári
managing director
Sales System Hungary

Gábor Egervári, managing director of Sales System Hungary Kft.:

“Consumers like unusual packaging and low prices, but they are also putting more emphasis on natural ingredients. Laboratory certifications and awards such as the Széchenyi Prize, Magyar Brands, V-label and the WADA certification play a key role in the popularity of our drinks. The company’s international presence has been further strengthened with the launch of the new Mastery RedPower brand. This is a product that is popular among elite athletes and it is becoming really widely known”,

says Gábor Egervári. //