Tissue and Hygiene in Hungary

In 2024, current value sales of tissue and hygiene products in Hungary registered moderate growth due to ongoing high inflation. However, growth was slower than seen during the previous two years of the review period as inflation stabilised somewhat. Although inflation was lower, local consumers continued to reduce their spending. Consequently, more affordable tissue and hygiene products gained popularity, often available at discounted prices. Local consumers purchased these products in larger q...

Euromonitor International's Tissue and Hygiene in Hungary report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Away-from-Home Tissue and Hygiene, Retail Tissue and Hygiene, Rx/Reimbursement adult incontinence, Total Tissue and Hygiene.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Tissue and Hygiene market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.


Tissue and Hygiene in Hungary
Euromonitor International
March 2025
List Of Contents And Tables
TISSUE AND HYGIENE IN HUNGARY
EXECUTIVE SUMMARY
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
MARKET INDICATORS
Table 1 Birth Rates 2019-2024
Table 2 Infant Population 2019-2024
Table 3 Female Population by Age 2019-2024
Table 4 Total Population by Age 2019-2024
Table 5 Households 2019-2024
Table 6 Forecast Infant Population 2024-2029
Table 7 Forecast Female Population by Age 2024-2029
Table 8 Forecast Total Population by Age 2024-2029
Table 9 Forecast Households 2024-2029
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2020-2024
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2021-2024
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2019-2024
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2019-2024
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2024
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2024-2029
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES
Summary 1 Research Sources
MENSTRUAL CARE IN HUNGARY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Convenience and comfort drive retail volume and current value growth in menstrual care in 2024
Competitive landscape remains considered, with Procter & Gamble retaining top position
Health and beauty specialists continues to lead sales, but e-commerce enjoys the most dynamism
PROSPECTS AND OPPORTUNITIES
Category performance will be limited, with low levels of innovation
E-commerce evolution will continue apace
Focus on natural components will drive growth in the years ahead
CATEGORY DATA
Table 19 Retail Sales of Menstrual Care by Category: Value 2019-2024
Table 20 Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024
Table 21 Retail Sales of Tampons by Application Format: % Value 2019-2024
Table 22 NBO Company Shares of Retail Menstrual Care: % Value 2020-2024
Table 23 LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024
Table 24 Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029
Table 25 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029
NAPPIES/DIAPERS/PANTS IN HUNGARY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Modest current value growth for nappies/diapers/pants in 2024 despite decline in newborn babies
Competitive landscape remains largely changed, with Pampers enjoying top ranking
Health and beauty specialists faces challenges from the dynamism of e-commerce
PROSPECTS AND OPPORTUNITIES
Slow growth forecast, with disposable pants the most dynamic subcategory
E-commerce will continue to gain ground at the expense of health and beauty specialists in the years ahead
Investments in innovation will focus on comfort and eco-friendliness
CATEGORY DATA
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2020-2024
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2021-2024
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2024-2029
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2024-2029
RETAIL ADULT INCONTINENCE IN HUNGARY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Current value sales increase in 2024thanks to innovation and marketing campaigns directed at the ageing population
Essity AB leads and most dynamic companies
Health and beauty specialists leads, but e-commerce shows the most dynamism
PROSPECTS AND OPPORTUNITIES
Rx/reimbursement set to present strong challenge to growth of retail adult incontinence over the forecast period
E-commerce growth may slow, but the channel will remain highly popular with many local consumers
Innovation will prioritise comfort and efficiency
CATEGORY DATA
Table 32 Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2020-2024
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2021-2024
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2024-2029
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2024-2029
RX/REIMBURSEMENT ADULT INCONTINENCE IN HUNGARY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Current value sales of Rx/reimbursement adult incontinence outperform retail adult incontinence in 2024
Innovation hampered by narrow profit margins due to set prices
E-commerce benefits from its ability to offer discretion and high levels of convenience
PROSPECTS AND OPPORTUNITIES
Ageing population will support current value performance in the coming years
Innovation may rely on legislative changes bolstering profit margins
Distribution methods will prioritise convenience over the forecast period
CATEGORY DATA
Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2019-2024
Table 39 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2019-2024
Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2024-2029
Table 41 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2024-2029
WIPES IN HUNGARY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Current value growth slower than previously as consumers seek low-cost options
Leading company Essity focuses on product availability and innovation in 2024
Health and beauty specialists maintain the lead but lose share to e-commerce
PROSPECTS AND OPPORTUNITIES
Focus on hygiene, innovation and versatility set to drive sales across the forecast period
E-commerce set to expand as consumers shift towards larger pack sizes
Innovation will focus on eco-friendly and premium options in the coming years
CATEGORY DATA
Table 42 Retail Sales of Wipes by Category: Value 2019-2024
Table 43 Retail Sales of Wipes by Category: % Value Growth 2019-2024
Table 44 NBO Company Shares of Retail Wipes: % Value 2020-2024
Table 45 LBN Brand Shares of Retail Wipes: % Value 2021-2024
Table 46 Forecast Retail Sales of Wipes by Category: Value 2024-2029
Table 47 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029
RETAIL TISSUE IN HUNGARY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Current value performance sustained by price increases and premiumisation in 2024
Competitive landscape in retail tissue remains largely unchanged
Hypermarkets leads once again but loses some share to e-commerce
PROSPECTS AND OPPORTUNITIES
Stable growth expected for retail tissue as the premiumisation trend continues
E-commerce will continue its upward trajectory but will not threaten hypermarkets' position
Focus on sustainability will shape product developments in retail tissue in the coming years
CATEGORY DATA
Table 48 Retail Sales of Tissue by Category: Value 2019-2024
Table 49 Retail Sales of Tissue by Category: % Value Growth 2019-2024
Table 50 NBO Company Shares of Retail Tissue: % Value 2020-2024
Table 51 LBN Brand Shares of Retail Tissue: % Value 2021-2024
Table 52 Forecast Retail Sales of Tissue by Category: Value 2024-2029
Table 53 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029
AWAY-FROM-HOME TISSUE AND HYGIENE IN HUNGARY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Robust current value growth for AFH tissue and hygiene in 2024
Essity remains a key player with its Tork brand
Distribution landscape is largely unchanged, with small gains for horeca and hospitals
PROSPECTS AND OPPORTUNITIES
Growth anticipated for AFH tissue and hygiene as the local population continues to age
Private label could benefit from ongoing price sensitivity amid high levels of inflation
AFH tissue sales will be driven by eco-friendly options and product innovations
CATEGORY DATA
Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 55 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 56 Sales of Away-From-Home Paper Towels by Type: % Value 2019-2024
Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024
Table 58 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024
Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2024-2029
Table 60 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029

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