Cosmetics And Toiletries in Hungary
Euromonitor International's Cosmetics And Toiletries in Hungary market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, 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, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 134 | Publication date: Jul 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Baby care; Bath and shower products; Colour cosmetics; Deodorants; Depilatories; Fragrances; Hair care; Men's grooming products; Oral hygiene; Premium cosmetics; Skin care; Sun care
Executive summary
Slow down in volume growth
2007 saw significant slow down of volume growth in most sectors whilst constant value growth figures also illustrated stagnating cosmetics and toiletries sales. Skin care continued to see the most dynamic development in cosmetics and toiletries, while sun care had to face the triumph of private label products and in line with it decreasing value sales. Anti-ageing and multi-benefit products enjoyed the strongest performances in all areas. Cosmetics and toiletries is characterised by several mature sectors where the per capita consumption is highly above the Eastern-European average, such as bath and shower products and oral hygiene.
Decreasing purchasing power of households
Due to the severe restriction policy of the Hungarian government, the net real income of households has been decreasing in 2007. The GDP growth in the third quarter of 2007 was only 1.1% compared to the same period of year 2006. While the nominal average salary has not increased, households have had to face dynamically growing energy, natural gas and food prices. According to the Hungarian Central Statistical Office, the yearly average inflation will exceed 7% in 2007 compared to 3.4% in 2006. The decrease of purchasing power explains the significant slow-down of volume growth.
Well-established multinational brands dominate
Unilever, Avon, L’Oréal, Procter & Gamble and Beiersdorf account for more than a half of total cosmetics and toiletries value sales in Hungary, while the share of domestic manufacturers is infinitesimal. The decrease of purchasing power contributed to the further bipolarisation of cosmetics and toiletries, as both upper-mass and lower-mass products could increase their share of sales. This resulted in even more intensive price competition where manufacturers could increase unit prices only in the case of new product launches.
Drugstores’ private label products are the main challengers
Private label has seen growing value share in product segments where consumers’ involvement is lower - for example, in manual toothbrushes or talcum powder. In line with the massive expansion of drugstore chains in the provinces in 2007, these chains’ private label products have become available for a growing number of potential consumers. Dm Drogerie Markt and Rossmann are the main challengers of manufacturers’ brands, as they offer good quality products at more reasonable prices. This expansion resulted in a more competitive operating environment in the provinces, and threatened the positions of direct sellers which had previously been the main suppliers of upper-mass, good quality products in these areas.
Future growth – full of questions
To forecast the future development of cosmetics and toiletries at the end of 2007 is much more difficult than it might have been in previous years. There are several scenarios depending on the future growth of GDP, change of energy and food prices, etc. Well-established and trusted brands regularly launching new, good quality products and lower-mass products could utilize this new situation and this trend is not likely to change in the future. Fiercer price competition, increasing importance of bargain sales, and growing purchasing of multi-packs is expected in the forecast period. Consumers are likely to rationalise their expenditure by spending more money on well-known, trusted brands and less on new coming, unknown brands and products.
Table of contents
COSMETICS AND TOILETRIES IN HUNGARY : MARKET INSIGHT
EXECUTIVE SUMMARY
Slow down in volume growth
Decreasing purchasing power of households
Well-established multinational brands dominate
Drugstores’ private label products are the main challengers
Future growth – full of questions
KEY TRENDS AND DEVELOPMENTS
Decreasing purchasing power of households
Well-established brands utilise the new situation
Desire to preserve youth is strengthening
Drugstores improve their position
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2002-2007
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2002-2007
Table 3 Sales of Premium Cosmetics by Sector: Value 2002-2007
Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2002-2007
Table 5 Cosmetics and Toiletries Company Shares by NBO Retail Value 2003-2007
Table 6 Cosmetics and Toiletries Company Shares by GBO Retail Value 2003-2007
Table 7 Cosmetics and Toiletries Brand Shares by Retail Value 2004-2007
Table 8 Penetration of Private Label by Sector by Retail Value 2002-2007
Table 9 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2002-2007
Table 10 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2007
Table 11 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2007-2012
Table 12 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2007-2012
Table 13 Forecast Sales of Premium Cosmetics by Sector: Value 2007-2012
Table 14 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2007-2012
APPENDIX
Gift Sets
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - HUNGARY
CAOLA-ALFA RT - COSMETICS AND TOILETRIES - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Caola-Alfa Rt: Key Facts
Summary 3 Caola-Alfa Rt: Operational Indicators
COMPANY BACKGROUND
PRODUTION
COMPETITIVE POSITIONING
Summary 4 Caola-Alfa Rt: Competitive Position 2007
EGYESüLT VEGYI MüVEK RT - COSMETICS AND TOILETRIES - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Egyesült Vegyi Müvek Rt: Key Facts
Summary 6 Egyesült Vegyi Müvek Rt: Operational Indicators
COMPANY BACKGROUND
PRODUTION
Summary 7 Egyesült Vegyi Müvek: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 8 EVM ZRt: Competitive Position 2007
HéLIA-D KFT - COSMETICS AND TOILETRIES - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Hélia-D Kft: Key Facts
Summary 10 Hélia-D Kft: Operational Indicators
COMPANY BACKGROUND
PRODUTION
Summary 11 Hélia-D Kft: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 12 Hélia-D Kft: Competitive Position 2007
HERBáRIA RT - COSMETICS AND TOILETRIES - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Herbária ZRt: Key Facts
Summary 14 Herbária ZRt: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 Herbária ZRt: Competitive Position 2007
SOLITEINT KFT - COSMETICS AND TOILETRIES - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Soliteint Kft: Key Facts
Summary 17 Soliteint Kft: Operational Indicators
COMPANY BACKGROUND
PRODUTION
Summary 18 Soliteint Kft: Production Statistics 2007*
COMPETITIVE POSITIONING
Summary 19 Soliteint Kft: Competitive Position 2007
BABY CARE IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 15 Sales of Baby Care by Subsector: Value 2002-2007
Table 16 Sales of Baby Care by Subsector: % Value Growth 2002-2007
Table 17 Baby Care Premium Vs Mass % Analysis 2002-2007
Table 18 Baby Care Company Shares by Retail Value 2003-2007
Table 19 Baby Care Brand Shares by Retail Value 2004-2007
Table 20 Forecast Sales of Baby Care by Subsector: Value 2007-2012
Table 21 Forecast Sales of Baby Care by Subsector: % Value Growth 2007-2012
Table 22 Forecast Baby Care Premium Vs Mass % Analysis 2007-2012
BATH AND SHOWER PRODUCTS IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 23 Sales of Bath and Shower Products by Subsector: Value 2002-2007
Table 24 Sales of Bath and Shower Products by Subsector: % Value Growth 2002-2007
Table 25 Bath and Shower Products Premium Vs Mass % Analysis 2002-2007
Table 26 Bath and Shower Products Company Shares by Retail Value 2003-2007
Table 27 Bath and Shower Products Brand Shares by Retail Value 2004-2007
Table 28 Forecast Sales of Bath and Shower Products by Subsector: Value 2007-2012
Table 29 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2007-2012
Table 30 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2007-2012
DEODORANTS IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 31 Sales of Deodorants by Subsector: Value 2002-2007
Table 32 Sales of Deodorants by Subsector: % Value Growth 2002-2007
Table 33 Deodorants Premium Vs Mass % Analysis 2002-2007
Table 34 Deodorants Company Shares by Retail Value 2003-2007
Table 35 Deodorants Brand Shares by Retail Value 2004-2007
Table 36 Forecast Sales of Deodorants by Subsector: Value 2007-2012
Table 37 Forecast Sales of Deodorants by Subsector: % Value Growth 2007-2012
Table 38 Forecast Deodorants Premium Vs Mass % Analysis 2007-2012
HAIR CARE IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 39 Sales of Hair Care by Subsector: Value 2002-2007
Table 40 Sales of Hair Care by Subsector: % Value Growth 2002-2007
Table 41 Hair Care Premium Vs Mass % Analysis 2002-2007
Table 42 Hair Care Company Shares by Retail Value 2003-2007
Table 43 Hair Care Brand Shares by Retail Value 2004-2007
Table 44 Styling Agents Brand Shares by Retail Value 2004-2007
Table 45 Salon Hair Care Company Shares by Retail Value 2003-2007
Table 46 Salon Hair Care Brand Shares by Retail Value 2004-2007
Table 47 Hair Care Premium Brand Shares 2007
Table 48 Forecast Sales of Hair Care by Subsector: Value 2007-2012
Table 49 Forecast Sales of Hair Care by Subsector: % Value Growth 2007-2012
Table 50 Forecast Hair Care Premium Vs Mass % Analysis 2007-2012
Table 51 Retail Sales of Styling Agents by Type 2003-2007
COLOUR COSMETICS IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 52 Sales of Colour Cosmetics by Subsector: Value 2002-2007
Table 53 Sales of Colour Cosmetics by Subsector: % Value Growth 2002-2007
Table 54 Colour Cosmetics Premium Vs Mass % Analysis 2002-2007
Table 55 Colour Cosmetics Company Shares by Retail Value 2003-2007
Table 56 Colour Cosmetics Brand Shares by Retail Value 2004-2007
Table 57 Colour Cosmetics Premium Brand Shares 2007
Table 58 Forecast Sales of Colour Cosmetics by Subsector: Value 2007-2012
Table 59 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2007-2012
Table 60 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2007-2012
MEN'S GROOMING PRODUCTS IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 61 Sales of Men's Grooming Products by Subsector: Value 2002-2007
Table 62 Sales of Men's Grooming Products by Subsector: % Value Growth 2002-2007
Table 63 Sales of Men's Razors and Blades by Type 2005-2007
Table 64 Men's Grooming Products Company Shares by Retail Value 2003-2007
Table 65 Men's Grooming Products Brand Shares by Retail Value 2004-2007
Table 66 Forecast Sales of Men's Grooming Products by Subsector: Value 2007-2012
Table 67 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2007-2012
Table 68 Retail Sales of Electric Shavers 2003-2007
ORAL HYGIENE IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 69 Sales of Oral Hygiene by Subsector: Value 2002-2007
Table 70 Sales of Oral Hygiene by Subsector: % Value Growth 2002-2007
Table 71 Sales of Manual and Power Toothbrushes by Type: Value 2002-2007
Table 72 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2002-2007
Table 73 Oral Hygiene Company Shares by Retail Value 2003-2007
Table 74 Oral Hygiene Brand Shares by Retail Value 2004-2007
Table 75 Forecast Sales of Oral Hygiene by Subsector: Value 2007-2012
Table 76 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2007-2012
Table 77 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2007-2012
Table 78 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2007-2012
Table 79 Retail Sales of Toothpaste by Type: % Analysis 2003-2007
Table 80 Retail Sales of Manual Toothbrushes by Type: % Analysis 2003-2007
FRAGRANCES IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 81 Sales of Fragrances by Subsector: Value 2002-2007
Table 82 Sales of Fragrances by Subsector: % Value Growth 2002-2007
Table 83 Fragrances Premium Vs Mass % Analysis 2002-2007
Table 84 Fragrances Company Shares by Retail Value 2003-2007
Table 85 Fragrances Brand Shares by Retail Value 2004-2007
Table 86 Forecast Sales of Fragrances by Subsector: Value 2007-2012
Table 87 Forecast Sales of Fragrances by Subsector: % Value Growth 2007-2012
Table 88 Forecsast Fragrances Premium Vs Mass % Analysis 2007-2012
SKIN CARE IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 89 Sales of Skin Care by Subsector: Value 2002-2007
Table 90 Sales of Skin Care by Subsector: % Value Growth 2002-2007
Table 91 Skin Care Premium Vs Mass % Analysis 2002-2007
Table 92 Skin Care Company Shares by Retail Value 2003-2007
Table 93 Skin Care Brand Shares by Retail Value 2004-2007
Table 94 Skin Care Premium Brand Shares 2007
Table 95 Forecast Sales of Skin Care by Subsector: Value 2007-2012
Table 96 Forecast Sales of Skin Care by Subsector: % Value Growth 2007-2012
Table 97 Forecast Skin Care Premium Vs Mass % Analysis 2007-2012
DEPILATORIES IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 98 Sales of Depilatories by Subsector: Value 2002-2007
Table 99 Sales of Depilatories by Subsector: % Value Growth 2002-2007
Table 100 Depilatories Company Shares by Retail Value 2003-2007
Table 101 Depilatories Brand Shares by Retail Value 2004-2007
Table 102 Forecast Sales of Depilatories by Subsector: Value 2007-2012
Table 103 Forecast Sales of Depilatories by Subsector: % Value Growth 2007-2012
SUN CARE IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 104 Sales of Sun Care by Subsector: Value 2002-2007
Table 105 Sales of Sun Care by Subsector: % Value Growth 2002-2007
Table 106 Sun Care Premium Vs Mass % Analysis 2002-2007
Table 107 Sun Care Company Shares by Retail Value 2003-2007
Table 108 Sun Care Brand Shares by Retail Value 2004-2007
Table 109 Sun Care Premium Brand Shares 2007
Table 110 Forecast Sales of Sun Care by Subsector: Value 2007-2012
Table 111 Forecast Sales of Sun Care by Subsector: % Value Growth 2007-2012
Table 112 Forecast Sun Care Premium Vs Mass % Analysis 2007-2012
Table 113 Retail Sales of Sun Protection by Factor: % Analysis 2003-2007
Table 114 Retail Sales of Sun Protection by Formulation: % Analysis 2003-2007
Table 115 Retail Sales of Self-Tanning by Formulation: % Analysis 2003-2007