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: 147 | Publication date: Jul 2009
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; Oral hygiene excl power toothbrushes; Premium cosmetics; Skin care; Sun care
Executive summary
Slowdown in economic growth
Compared to the robust economic growth over the past decade, the Hungarian economy is now experiencing significant slowdown. Business and consumer expectations have decreased dramatically. The slowdown became more pronounced in the fourth quarter of 2008 with the added influence of the world financial crisis and the weakening national currency. Within that environment, value growth figures also illustrated stagnating cosmetics and toiletries sales, which can be also explained by the existence of certain mature sectors. Tendencies at the beginning of 2008 were following the slowdown in value sales and volume growth of the previous year, only to be completely offset by a nominal value growth increase and stagnant volume growth later on.
Business and consumer expectations decrease dramatically
Hungary was amongst the countries that were particularly hard hit by the global financial crisis of 2008, resulting in a negative impact on consumer demand as the economy faced a painful downturn.
GKI Economic Research Co expects to see an improvement by late 2009, but remarks that actual developments could be more positive or more negative alike. Not without impact on the current situation in Hungary were the International Money Fund agreement and the scope towards the EU criteria for the current account de?cit. The positive impact of those measures is not yet completely visible, as late economic developments – the largely unexpected downturn – had a negative impact on consumer demand that was definitely measurable in the last months of 2008.
Well-established multinational brands dominate
Unilever, Avon, L’Oréal, Procter & Gamble and Beiersdorf accounted for more than half of total cosmetics and toiletries value sales in Hungary in 2008. Meanwhile the share of domestic manufacturers has been steadily increasing, thanks to successful price positioning. Helia-D and Soliteint and other traditional Hungarian brands have been performing well. The decrease of purchasing power has contributed to the further bipolarisation of cosmetics and toiletries, as both upper-mass and lower-mass products have been able to increase their share of sales. This has resulted in even more intensive price competition, whereby manufacturers have been able to increase unit prices only in the case of new product launches. The Hungarian market has proved again to be hectic and dependant on media campaigns and promotions.
Concentration and price comparison
Within the trend towards concentration of sales in supermarkets/hypermarkets and parapharmacies/drugstores, private label was again the main challenger. Traditional Hungarian trademarks were gaining share by acting as a home brand, gaining with price positioning and positive image. As many as one third of the consumers can be expected to spontaneously choose “Hungarikum”, or uniquely Hungarian products, over others. Significant was the possibility for price comparison, via the internet and thanks to price forums; thus companies with better value-added positioning were rewarded with increased sales. Non-transparent pricing could be one of the reasons behind the decline of purchases in pharmacies. Innovation and responsiveness to fashion were rewarded, especially in the smaller sectors. Premium products were less affected, probably because the role of beauty salons and beauty therapy awareness has been increasing.
Difficult forecast
The change in consumer and business expectations will be decisive for developments in 2009. The stagnating market in 2008 was marked by a “wait and see” position, fierce price competition, increasing importance of bargain sales, and growing purchasing of multi-packs. In 2009 producers will attempt to change their price positioning in line with the consumer price indicators. On the other hand consumers will be even more likely to rationalise their expenditure by spending more money on well-known, trusted brands, even though the part of the population that will be more hit by the difficult economic situation will be keen to switch to new, but significantly cheaper brands and products, especially in products with less visible impact on their health.
Table of contents
COSMETICS AND TOILETRIES IN HUNGARY : MARKET INSIGHT
EXECUTIVE SUMMARY
Slowdown in economic growth
Business and consumer expectations decrease dramatically
Well-established multinational brands dominate
Concentration and price comparison
Difficult forecast
KEY TRENDS AND DEVELOPMENTS
Slowdown in economic growth
Well-established brands more comfortable with the harsh business climate
Concentration and price comparison
Market Innovation offset by range proliferation and price competition
Desire to preserve youth and health is blurring
Natural and organic trends for aware consumers
Internet for price and quality comparison
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2003-2008
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2003-2008
Table 3 Sales of Premium Cosmetics by Sector: Value 2003-2008
Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2003-2008
Table 5 Cosmetics and Toiletries Company Shares by NBO Retail Value 2004-2008
Table 6 Cosmetics and Toiletries Company Shares by GBO Retail Value 2004-2008
Table 7 Cosmetics and Toiletries Brand Shares by Retail Value 2005-2008
Table 8 Penetration of Private Label by Sector by Retail Value 2003-2008
Table 9 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2003-2008
Table 10 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2008
Table 11 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2008-2013
Table 12 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2008-2013
Table 13 Forecast Sales of Premium Cosmetics by Sector: Value 2008-2013
Table 14 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2008-2013
APPENDIX
Gift Sets
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - HUNGARY
AHIMSA KOZMETIKAI KFT - COSMETICS AND TOILETRIES - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Ahimsa Kozmetikai Kft: Key Facts
Summary 3 Ahimsa Kozmetikai Kft: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 Ahimsa Kozmetikai Kft: Production Statistics 2007
COMPETITIVE POSITIONING
CAOLA-ALFA RT - COSMETICS AND TOILETRIES - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Caola-Alfa Rt: Key Facts
Summary 6 Caola-Alfa Rt: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Caola-Alfa Rt: Competitive Position 2008
HéLIA-D KFT - COSMETICS AND TOILETRIES - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Hélia-D Kft: Key Facts
Summary 9 Hélia-D Kft: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 10 Hélia-D Kft: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 11 Hélia-D Kft: Competitive Position 2008
HERBáRIA RT - COSMETICS AND TOILETRIES - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Herbária Rt: Key Facts
Summary 13 Herbária Rt: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 14 Herbária Rt: Competitive Position 2008
SOLITEINT KFT - COSMETICS AND TOILETRIES - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Soliteint Kft: Key Facts
Summary 16 Soliteint Kft: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 17 Soliteint Kft: Production Statistics 2007*
COMPETITIVE POSITIONING
Summary 18 Soliteint Kft: Competitive Position 2008
BABY CARE IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 15 Sales of Baby Care by Subsector: Value 2003-2008
Table 16 Sales of Baby Care by Subsector: % Value Growth 2003-2008
Table 17 Baby Care Premium Vs Mass % Analysis 2003-2008
Table 18 Baby Care Company Shares by Retail Value 2004-2008
Table 19 Baby Care Brand Shares by Retail Value 2005-2008
Table 20 Baby Skin Care Brand Shares by Retail Value 2005-2008
Table 21 Baby Sun Care Brand Shares by Retail Value 2005-2008
Table 22 Forecast Sales of Baby Care by Subsector: Value 2008-2013
Table 23 Forecast Sales of Baby Care by Subsector: % Value Growth 2008-2013
Table 24 Forecast Baby Care Premium Vs Mass % Analysis 2008-2013
BATH AND SHOWER PRODUCTS IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 25 Sales of Bath and Shower Products by Subsector: Value 2003-2008
Table 26 Sales of Bath and Shower Products by Subsector: % Value Growth 2003-2008
Table 27 Bath and Shower Products Premium Vs Mass % Analysis 2003-2008
Table 28 Bath and Shower Products Company Shares by Retail Value 2004-2008
Table 29 Bath and Shower Products Brand Shares by Retail Value 2005-2008
Table 30 Forecast Sales of Bath and Shower Products by Subsector: Value 2008-2013
Table 31 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2008-2013
Table 32 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2008-2013
DEODORANTS IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 33 Sales of Deodorants by Subsector: Value 2003-2008
Table 34 Sales of Deodorants by Subsector: % Value Growth 2003-2008
Table 35 Deodorants Premium Vs Mass % Analysis 2003-2008
Table 36 Deodorants Company Shares by Retail Value 2004-2008
Table 37 Deodorants Brand Shares by Retail Value 2005-2008
Table 38 Forecast Sales of Deodorants by Subsector: Value 2008-2013
Table 39 Forecast Sales of Deodorants by Subsector: % Value Growth 2008-2013
Table 40 Forecast Deodorants Premium Vs Mass % Analysis 2008-2013
HAIR CARE IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 41 Sales of Hair Care by Subsector: Value 2003-2008
Table 42 Sales of Hair Care by Subsector: % Value Growth 2003-2008
Table 43 Hair Care Premium Vs Mass % Analysis 2003-2008
Table 44 Sales of Styling Agents by Type: % Value Breakdown 2005-2008
Table 45 Hair Care Company Shares by Retail Value 2004-2008
Table 46 Hair Care Brand Shares by Retail Value 2005-2008
Table 47 Styling Agents Brand Shares by Retail Value 2005-2008
Table 48 Colourants Brand Shares by Retail Value 2005-2008
Table 49 Salon Hair Care Company Shares by Retail Value 2004-2008
Table 50 Salon Hair Care Brand Shares by Retail Value 2005-2008
Table 51 Hair Care Premium Brand Shares 2005-2008
Table 52 Forecast Sales of Hair Care by Subsector: Value 2008-2013
Table 53 Forecast Sales of Hair Care by Subsector: % Value Growth 2008-2013
Table 54 Forecast Hair Care Premium Vs Mass % Analysis 2008-2013
COLOUR COSMETICS IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 55 Sales of Colour Cosmetics by Subsector: Value 2003-2008
Table 56 Sales of Colour Cosmetics by Subsector: % Value Growth 2003-2008
Table 57 Colour Cosmetics Premium Vs Mass % Analysis 2003-2008
Table 58 Colour Cosmetics Company Shares by Retail Value 2004-2008
Table 59 Colour Cosmetics Brand Shares by Retail Value 2005-2008
Table 60 Facial Make-up Brand Shares by Retail Value 2005-2008
Table 61 Eye Make-up Brand Shares by Retail Value 2005-2008
Table 62 Lip Products Brand Shares by Retail Value 2005-2008
Table 63 Nail Products Brand Shares by Retail Value 2005-2008
Table 64 Colour Cosmetics Premium Brand Shares 2005-2008
Table 65 Forecast Sales of Colour Cosmetics by Subsector: Value 2008-2013
Table 66 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2008-2013
Table 67 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2008-2013
MEN'S GROOMING PRODUCTS IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 68 Sales of Electric Shavers by Value 2004-2008
Table 69 Sales of Men's Grooming Products by Subsector: Value 2003-2008
Table 70 Sales of Men's Grooming Products by Subsector: % Value Growth 2003-2008
Table 71 Sales of Men's Razors and Blades by Type: % Value Breakdown 2005-2008
Table 72 Men's Grooming Products Company Shares by Retail Value 2004-2008
Table 73 Men's Grooming Products Brand Shares by Retail Value 2005-2008
Table 74 Men's Razors and Blades Brand Shares by Retail Value 2005-2008
Table 75 Forecast Sales of Men's Grooming Products by Subsector: Value 2008-2013
Table 76 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2008-2013
ORAL HYGIENE IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 77 Sales of Manual Toothbrushes by Type: % Value Analysis 2004-2008
Table 78 Sales of Oral Hygiene by Subsector: Value 2003-2008
Table 79 Sales of Oral Hygiene by Subsector: % Value Growth 2003-2008
Table 80 Sales of Manual and Power Toothbrushes by Type: Value 2003-2008
Table 81 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2003-2008
Table 82 Sales of Toothpaste by Type: % Value Breakdown 2005-2008
Table 83 Oral Hygiene Company Shares by Retail Value 2004-2008
Table 84 Oral Hygiene Brand Shares by Retail Value 2005-2008
Table 85 Toothpaste Brand Shares by Retail Value 2005-2008
Table 86 Mouthwash/Dental Rinses Brand Shares by Retail Value 2005-2008
Table 87 Forecast Sales of Oral Hygiene by Subsector: Value 2008-2013
Table 88 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2008-2013
Table 89 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2008-2013
Table 90 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2008-2013
FRAGRANCES IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 91 Sales of Fragrances by Subsector: Value 2003-2008
Table 92 Sales of Fragrances by Subsector: % Value Growth 2003-2008
Table 93 Fragrances Premium Vs Mass % Analysis 2003-2008
Table 94 Fragrances Company Shares by Retail Value 2004-2008
Table 95 Fragrances Brand Shares by Retail Value 2005-2008
Table 96 Men's Premium Fragrances Brand Shares by Retail Value 2005-2008
Table 97 Women's Premium Fragrances Brand Shares by Retail Value 2005-2008
Table 98 Forecast Sales of Fragrances by Subsector: Value 2008-2013
Table 99 Forecast Sales of Fragrances by Subsector: % Value Growth 2008-2013
Table 100 Forecsast Fragrances Premium Vs Mass % Analysis 2008-2013
SKIN CARE IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 101 Sales of Skin Care by Subsector: Value 2003-2008
Table 102 Sales of Skin Care by Subsector: % Value Growth 2003-2008
Table 103 Skin Care Premium Vs Mass % Analysis 2003-2008
Table 104 Skin Care Company Shares by Retail Value 2004-2008
Table 105 Skin Care Brand Shares by Retail Value 2005-2008
Table 106 Facial Moisturisers Brand Shares by Retail Value 2005-2008
Table 107 Nourishers/Anti-agers Brand Shares by Retail Value 2005-2008
Table 108 Firming/Anti-cellulite Body Care Brand Shares by Retail Value 2005-2008
Table 109 General Purpose Body Care Brand Shares by Retail Value 2005-2008
Table 110 Skin Care Premium Brand Shares 2005-2008
Table 111 Forecast Skin Care Premium Vs Mass % Analysis 2008-2013
DEPILATORIES IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 112 Sales of Depilatories by Subsector: Value 2003-2008
Table 113 Sales of Depilatories by Subsector: % Value Growth 2003-2008
Table 114 Depilatories Company Shares by Retail Value 2004-2008
Table 115 Depilatories Brand Shares by Retail Value 2005-2008
Table 116 Forecast Sales of Depilatories by Subsector: Value 2008-2013
Table 117 Forecast Sales of Depilatories by Subsector: % Value Growth 2008-2013
SUN CARE IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 118 Sales of Sun Protection by Factor: % Value Analysis 2004-2008
Table 119 Sales of Sun Protection by Formulation: % Value Analysis 2004-2008
Table 120 Sales of Self-Tanning by Formulation: % Value Analysis 2004-2008
Table 121 Sales of Sun Care by Subsector: Value 2003-2008
Table 122 Sales of Sun Care by Subsector: % Value Growth 2003-2008
Table 123 Sun Care Premium Vs Mass % Analysis 2003-2008
Table 124 Sun Care Company Shares by Retail Value 2004-2008
Table 125 Sun Care Brand Shares by Retail Value 2005-2008
Table 126 Sun Care Premium Brand Shares 2005-2008
Table 127 Forecast Sales of Sun Care by Subsector: Value 2008-2013
Table 128 Forecast Sales of Sun Care by Subsector: % Value Growth 2008-2013
Table 129 Forecast Sun Care Premium Vs Mass % Analysis 2008-2013