Domestic Electrical Appliances in Hungary
Euromonitor International's Domestic Electrical Appliances 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: 187 | Publication date: Dec 2007
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
Large kitchen appliances; Small electrical appliances
Executive summary
2006 saw poor performance
Demand has noticeably slowed over the two years prior to 2006 within domestic electrical appliances, which was largely due to the high indebtedness of the population following high consumer spending over the 2003-2004 period and a considerable increase in mortgages due to a property boom between 2001 and 2004.
VAT reduction drives prices down
The VAT rate applied to domestic electrical appliances was reduced from 25% to 20% on 1 January 2006. This, in theory, should have translated into a decline of 4% in average unit prices, but due to the high level of competition among both manufacturers and retailers the decline in prices was significantly more severe in certain categories. It was expected that this would stimulate volume sales but gains were in fact disappointing. As a consequence value sales naturally saw a decline.
High indebtedness reduces consumer confidence
Hungarians consumers have seen a credit boom over the 2002-2006 period, due to significant government support for mortgages and an increasingly competitive financial services market that made consumer credit more easily accessible for consumers. According to the National Bank of Hungary there was an increase of 148% in the amount of credit loaned to consumers between 2001 and 2006. This level of debt imposes a serious burden on consumers and by the end of the review period has become a restraint on further increases in consumer spending on, amongst other things, domestic electrical appliances.
DEA market dominated by international players
Hungarian companies were under state ownership until the 1990s and most were operating inefficiently, which is the main reason most of the national players had been forced out by the start of the review period. Hungarian domestic electrical appliances sales are dominated by international players and only some local distributors managed to gain or retain a notable share in the market. The largest company in the DEA market is Electrolux Lehel Hutogepgyar Kft, which entered Hungary by purchasing the Hungarian refrigeration appliance maker, Lehel Hutogepgyar Kft, and since then has established one of its largest European manufacturing plants in Hungary. Other important players are Whirlpool Hungaria Kft, BSH Kft, and Merloni Kft.
Built-in appliances increase as majority of categories reach maturity
The domestic electrical appliances market in Hungary is, for the most part, mature. The largest category, large kitchen appliances, relies on replacement purchases for the most part, thus future gains in this category are expected to be moderate. Household penetration is still low for dishwashers (7% in 2006), which is therefore expected to perform better than other categories over the forecast period. Household penetration of built-in appliances in general is low, thus growth in these segments is expected to drive future market performance.
Electrolux Lehel to retain its lead
The largest player within Hungarian domestic electrical appliances is Electrolux Lehel Hutogepgyar Kft. The Swedish Electrolux AB entered the Hungarian market by purchasing the national appliance producer, Lehel Hutogepgyar Kft. It has production facilities and a wide distribution network in Hungary and thus awareness of the company’s brands is high and they have been popular throughout the review period.
Table of contents
DOMESTIC ELECTRICAL APPLIANCES IN HUNGARY : MARKET INSIGHT
EXECUTIVE SUMMARY
2006 saw poor performance
VAT reduction drives prices down
High indebtedness reduces consumer confidence
DEA market dominated by international players
Built-in appliances increase as majority of categories reach maturity
Electrolux Lehel to retain its lead
KEY TRENDS AND DEVELOPMENT
Higher incomes stimulate sales of appliances
Declining unit prices in competitive environment slows value growth
Income levels and property boom drives sales of built-in kitchen appliances
Increasingly concentrated retail channel reducing margins
Small electrical appliances – it is time for innovation
MARKET INDICATORS
Table 1 Household Penetration of Selected Total Stock Domestic Electrical Appliances by Sector/Subsector 2001-2006
Table 2 Replacement Cycles of Domestic Electrical Appliances by Sector 2006
MARKET DATA
Table 3 Sales of Domestic Electrical Appliances by Sector: Volume 2001-2006
Table 4 Sales of Domestic Electrical Appliances by Sector: Value 2001-2006
Table 5 Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2001-2006
Table 6 Sales of Domestic Electrical Appliances by Sector: % Value Growth 2001-2006
Table 7 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2001-2006
Table 8 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2001-2006
Table 9 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2001-2006
Table 10 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2001-2006
Table 11 Company Shares of Large Kitchen Appliances 2002-2006
Table 12 Brand Shares of Large Kitchen Appliances 2003-2006
Table 13 Company Shares of Small Kitchen Appliances (Non-cooking) 2002-2006
Table 14 Brand Shares of Small Kitchen Appliances (Non-cooking) 2003-2006
Table 15 Large Kitchen Appliances by Distribution Format: % Breakdown 2001-2006
Table 16 Forecast Sales of Domestic Electrical Appliances by Sector: Volume 2006-2011
Table 17 Forecast Sales of Domestic Electrical Appliances by Sector: Value 2006-2011
Table 18 Forecast Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2006-2011
Table 19 Forecast Sales of Domestic Electrical Appliances by Sector: % Value Growth 2006-2011
Table 20 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2006-2011
Table 21 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2006-2011
Table 22 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2006-2011
Table 23 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2006-2011
DEFINITIONS
Sector and subsector definitions
Distribution definitions
Units of measurement
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - HUNGARY
ALVEOLA COSMETICS KFT - DOMESTIC ELECTRICAL APPLIANCES - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Alveola Cosmetics Kft: Key Facts
Summary 3 Alveola Cosmetic Kft: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Alveola Cosmetic Kft: Competitive Position 2006
ELECTROLUX LEHEL HUTOGEPGYAR KFT - DOMESTIC ELECTRICAL APPLIANCES - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Electrolux Lehel Hutogepgyar Kft: Key Facts
Summary 6 Electrolux Lehel Hutogepgyar Kft: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 7 Electrolux Lehet Kft: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 8 Electrolux Lehel Hutogepgyar Kft: Competitive Position 2006
HAJDU HAJDúSáGI IPARMUVEK RT - DOMESTIC ELECTRICAL APPLIANCES - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 9 HAJDU Hajdúsági Iparmuvek Rt: Key Facts
Summary 10 HAJDU Hajdúsági Iparmuvek Rt: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 11 HAJDU Hajdúsági Iparmuvek Rt: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 12 HAJDU Hajdúsági Iparmuvek Rt: Competitive Position 2006
HTM KFT - DOMESTIC ELECTRICAL APPLIANCES - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 13 HTM Kft: Key Facts
Summary 14 HTM Kft: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 HTM Kft: Competitive Position 2006
MONOFIX RT - DOMESTIC ELECTRICAL APPLIANCES - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Monofix Rt: Key Facts
Summary 17 Monofix Rt: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 18 Monofix Rt: Competitive Position 2006
REFRIGERATION APPLIANCES IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 24 Sales of Refrigeration Appliances by Subsector: Volume 2001-2006
Table 25 Sales of Refrigeration Appliances by Subsector: Value 2001-2006
Table 26 Sales of Refrigeration Appliances by Subsector: % Volume Growth 2001-2006
Table 27 Sales of Refrigeration Appliances by Subsector: % Value Growth 2001-2006
Table 28 Sales of Fridge Freezers by Format: % Breakdown 2003-2006
Table 29 Sales of Fridges by Format: % Breakdown 2003-2006
Table 30 Sales of Freezers by Format: % Breakdown 2003-2006
Table 31 Sales of Electric Wine Coolers/Chillers by Format: % Breakdown 2003-2006
Table 32 Retail Units by Static/Frost-free: % Split 2001/2006
Table 33 Company Shares of Refrigeration Appliances 2002-2006
Table 34 Brand Shares of Refrigeration Appliances 2003-2006
Table 35 Company Shares of Built-in Fridge Freezers 2002-2006
Table 36 Company Shares of Freestanding Fridge Freezers 2002-2006
Table 37 Company Shares of Built-in Fridges 2002-2006
Table 38 Company Shares of Freestanding Fridges 2002-2006
Table 39 Forecast Sales of Refrigeration Appliances by Subsector: Volume 2006-2011
Table 40 Forecast Sales of Refrigeration Appliances by Subsector: Value 2006-2011
Table 41 Forecast Sales of Refrigeration Appliances by Subsector: % Volume Growth 2006-2011
Table 42 Forecast Sales of Refrigeration Appliances by Subsector: % Value Growth 2006-2011
HOME LAUNDRY APPLIANCES IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 43 Sales of Home Laundry Appliances by Subsector: Volume 2001-2006
Table 44 Sales of Home Laundry Appliances by Subsector: Value 2001-2006
Table 45 Sales of Home Laundry Appliances by Subsector: % Volume Growth 2001-2006
Table 46 Sales of Home Laundry Appliances by Subsector: % Value Growth 2001-2006
Table 47 Sales of Automatic Washing Machines by Format: % Breakdown 2001-2006
Table 48 Retail Units of Automatic Washing Machines by Wash Mechanism: % Split 2001/2006
Table 49 Company Shares of Home Laundry Appliances 2002-2006
Table 50 Brand Shares of Home Laundry Appliances 2003-2006
Table 51 Forecast Sales of Home Laundry Appliances by Subsector: Volume 2006-2011
Table 52 Forecast Sales of Home Laundry Appliances by Subsector: Value 2006-2011
Table 53 Forecast Sales of Home Laundry Appliances by Subsector: % Volume Growth 2006-2011
Table 54 Forecast Sales of Home Laundry Appliances by Subsector: % Value Growth 2006-2011
DISHWASHERS IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 55 Sales of Dishwashers by Subsector: Volume 2001-2006
Table 56 Sales of Dishwashers by Subsector: Value 2001-2006
Table 57 Sales of Dishwashers by Subsector: % Volume Growth 2001-2006
Table 58 Sales of Dishwashers by Subsector: % Value Growth 2001-2006
Table 59 Company Shares of Dishwashers 2002-2006
Table 60 Brand Shares of Dishwashers 2003-2006
Table 61 Forecast Sales of Dishwashers by Subsector: Volume 2006-2011
Table 62 Forecast Sales of Dishwashers by Subsector: Value 2006-2011
Table 63 Forecast Sales of Dishwashers by Subsector: % Volume Growth 2006-2011
Table 64 Forecast Sales of Dishwashers by Subsector: % Value Growth 2006-2011
LARGE COOKING APPLIANCES IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 65 Sales of Large Cooking Appliances by Subsector: Volume 2001-2006
Table 66 Sales of Large Cooking Appliances by Subsector: Value 2001-2006
Table 67 Sales of Large Cooking Appliances by Subsector: % Volume Growth 2001-2006
Table 68 Sales of Large Cooking Appliances by Subsector: % Value Growth 2001-2006
Table 69 Sales of Cookers by Gas/Electric: % Breakdown 2001-2006
Table 70 Retail Units of Ovens by Format: % Split 2001/2006
Table 71 Sales of Ovens by Standard/Multifunctional: % Breakdown 2001-2006
Table 72 Sales of Built-in Hobs by Format: % Breakdown 2001-2006
Table 73 Sales of Freestanding Hobs by Format: % Breakdown 2001-2006
Table 74 Company Shares of Large Cooking Appliances 2002-2006
Table 75 Brand Shares of Large Cooking Appliances 2003-2006
Table 76 Company Shares of Cookers 2002-2006
Table 77 Company Shares of Ovens 2002-2006
Table 78 Company Shares of Hobs 2002-2006
Table 79 Company Shares of Built-in Hobs 2002-2006
Table 80 Company Shares of Freestanding Hobs 2002-2006
Table 81 Company Shares of Cooker Hoods 2002-2006
Table 82 Company Shares of Built-in Cooker Hoods 2002-2006
Table 83 Company Shares of Freestanding Cooker Hoods 2002-2006
Table 84 Forecast Sales of Large Cooking Appliances by Subsector: Volume 2006-2011
Table 85 Forecast Sales of Large Cooking Appliances by Subsector: Value 2006-2011
Table 86 Forecast Sales of Large Cooking Appliances by Subsector: % Volume Growth 2006-2011
Table 87 Forecast Sales of Large Cooking Appliances by Subsector: % Value Growth 2006-2011
MICROWAVES IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 88 Sales of Microwaves by Subsector: Volume 2001-2006
Table 89 Sales of Microwaves by Subsector: Value 2001-2006
Table 90 Sales of Microwaves by Subsector: % Volume Growth 2001-2006
Table 91 Sales of Microwaves by Subsector: % Value Growth 2001-2006
Table 92 Company Shares of Microwaves 2002-2006
Table 93 Brand Shares of Microwaves 2003-2006
Table 94 Microwaves by Distribution Format: % Analysis 2001-2006
Table 95 Forecast Sales of Microwaves by Subsector: Volume 2006-2011
Table 96 Forecast Sales of Microwaves by Subsector: Value 2006-2011
Table 97 Forecast Sales of Microwaves by Subsector: % Volume Growth 2006-2011
Table 98 Forecast Sales of Microwaves by Subsector: % Value Growth 2006-2011
FOOD PREPARATION APPLIANCES IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 99 Sales of Food Preparation Appliances by Subsector: Volume 2001-2006
Table 100 Sales of Food Preparation Appliances by Subsector: Value 2001-2006
Table 101 Sales of Food Preparation Appliances by Subsector: % Volume Growth 2001-2006
Table 102 Sales of Food Preparation Appliances by Subsector: % Value Growth 2001-2006
Table 103 Company Shares of Food Preparation Appliances 2002-2006
Table 104 Brand Shares of Food Preparation Appliances 2003-2006
Table 105 Forecast Sales of Food Preparation Appliances by Subsector: Volume 2006-2011
Table 106 Forecast Sales of Food Preparation Appliances by Subsector: Value 2006-2011
Table 107 Forecast Sales of Food Preparation Appliances by Subsector: % Volume Growth 2006-2011
Table 108 Forecast Sales of Food Preparation Appliances by Subsector: % Value Growth 2006-2011
SMALL COOKING APPLIANCES IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 109 Sales of Small Cooking Appliances by Subsector: Volume 2001-2006
Table 110 Sales of Small Cooking Appliances by Subsector: Value 2001-2006
Table 111 Sales of Small Cooking Appliances by Subsector: % Volume Growth 2001-2006
Table 112 Sales of Small Cooking Appliances by Subsector: % Value Growth 2001-2006
Table 113 Unit Sales of Coffee Machines by Format: % Breakdown 2003-2006
Table 114 Company Shares of Small Cooking Appliances 2002-2006
Table 115 Brand Shares of Small Cooking Appliances 2003-2006
Table 116 Forecast Sales of Small Cooking Appliances by Subsector: Volume 2006-2011
Table 117 Forecast Sales of Small Cooking Appliances by Subsector: Value 2006-2011
Table 118 Forecast Sales of Small Cooking Appliances by Subsector: % Volume Growth 2006-2011
Table 119 Forecast Sales of Small Cooking Appliances by Subsector: % Value Growth 2006-2011
SMALL KITCHEN APPLIANCES (NON-COOKING) IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 120 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2001-2006
Table 121 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2001-2006
Table 122 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2001-2006
Table 123 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2001-2006
Table 124 Company Shares of Small Kitchen Appliances (Non-cooking) 2002-2006
Table 125 Brand Shares of Small Kitchen Appliances (Non-cooking) 2003-2006
Table 126 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2006-2011
Table 127 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2006-2011
Table 128 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2006-2011
Table 129 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2006-2011
VACUUM CLEANERS IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 130 Sales of Vacuum Cleaners by Subsector: Volume 2001-2006
Table 131 Sales of Vacuum Cleaners by Subsector: Value 2001-2006
Table 132 Sales of Vacuum Cleaners by Subsector: % Volume Growth 2001-2006
Table 133 Sales of Vacuum Cleaners by Subsector: % Value Growth 2001-2006
Table 134 Unit Sales of Vacuum Cleaners by Format: % Breakdown 2003-2006
Table 135 Unit Sales of Vacuum Cleaners by Power Source: % Breakdown 2003-2006
Table 136 Company Shares of Vacuum Cleaners 2002-2006
Table 137 Brand Shares of Vacuum Cleaners 2003-2006
Table 138 Forecast Sales of Vacuum Cleaners by Subsector: Volume 2006-2011
Table 139 Forecast Sales of Vacuum Cleaners by Subsector: Value 2006-2011
Table 140 Forecast Sales of Vacuum Cleaners by Subsector: % Volume Growth 2006-2011
Table 141 Forecast Sales of Vacuum Cleaners by Subsector: % Value Growth 2006-2011
IRONS IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 142 Sales of Irons: 2001-2006
Table 143 Sales of Irons: % Growth 2001-2006
Table 144 Retail Units of Irons: % Split 2001/2006
Table 145 Company Shares of Irons 2002-2006
Table 146 Brand Shares of Irons 2003-2006
Table 147 Forecast Sales of Irons: 2006-2011
Table 148 Forecast Sales of Irons: % Growth 2006-2011
PERSONAL CARE APPLIANCES IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 149 Sales of Personal Care Appliances: 2001-2006
Table 150 Sales of Personal Care Appliances: % Growth 2001-2006
Table 151 Sales of Hair Care Appliances by Format: % Breakdown 2001-2006
Table 152 Sales of Body Shavers by Type: % Breakdown 2001-2006
Table 153 Retail Units of Body Shavers: % Features 2001/2006
Table 154 Company Shares of Personal Care Appliances 2002-2006
Table 155 Brand Shares of Personal Care Appliances 2003-2006
Table 156 Forecast Sales of Personal Care Appliances: 2006-2011
Table 157 Forecast Sales of Personal Care Appliances: % Growth 2006-2011
AIR TREATMENT PRODUCTS IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 158 Sales of Air Treatment Products: 2001-2006
Table 159 Sales of Air Treatment Products: % Growth 2001-2006
Table 160 Company Shares of Air Treatment Products 2002-2006
Table 161 Brand Shares of Air Treatment Products 2003-2006
Table 162 Forecast Sales of Air Treatment Products: 2006-2011
Table 163 Forecast Sales of Air Treatment Products: % Growth 2006-2011
HEATING APPLIANCES IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 164 Retail Sales of Heating Appliances: 2001-2006
Table 165 Retail Sales of Heating Appliances: % Growth 2001-2006
Table 166 Company Shares of Heating Appliances 2002-2006
Table 167 Brand Shares of Heating Appliances 2003-2006
Table 168 Forecast Sales of Heating Appliances: 2006-2011
Table 169 Forecast Sales of Heating Appliances: % Growth 2006-2011