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.
Tables: 176 | Publication date: Nov 2008
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Product coverage
Large kitchen appliances; Small electrical appliances
Executive summary
Market grows slowly in volume but strongly in value 2007
In 2007, the domestic electrical appliances market in Hungary grew slightly in volume but significantly in value due to the steep rise in prices. Small electric appliances performed better in volume than large kitchen appliances, which is attributable to the fact that unit prices in this sector are lower, whereas consumers postponed their purchases of large kitchen appliances due to the comparatively high prices of the products, which represent a bigger burden on the finances of the average Hungarian family.
Built-in appliances outperform freestanding appliances
Built-in appliances continued to outperform freestanding appliances, which is due to the fact that aesthetics are gaining in importance in Hungarian homes. The trend is supported by increasing income levels, which enabled more people to spend more on appliances. Additionally, the more dynamic gains in built-in appliances can also be attributed to the fact that growth is still from a relatively small base. Despite the strong growth of built-in appliances over recent years, it is expected that freestanding appliances will continue to dominate the appliances market. This is mainly because consumers would need to carry out a complete refurbishment of their kitchen in order to replace all appliances with built-in units, while currently incomes limit the number of households that are able to afford such an investment. Built-in appliances are therefore usually purchased for new kitchens.
Demand to shift towards higher-priced products
In 2007, unit prices in the appliances market increased. This was in part due to the high level of inflation in 2007 as a result of the rise in food prices and raw material costs, but can also be attributed to the fact that demand has been shifting towards the high end of the price spectrum over recent years. This trend is expected to continue and will also play an increasingly important role as disposable income levels are expected to continue to increase in future.
International players rule
The largest players of the Hungarian appliances market are all multinational companies. There are a few national distributors of international brands, such as Electro BB Kft (De’Longhi), Avex Kft (Hauser) and HTM Kft (Solac), but the market is dominated by large international companies such as Electrolux, Whirlpool, BSH and Merloni. The largest player of the Hungarian appliances market, Electrolux, managed to gain a strong foothold in the market by purchasing national appliance maker, Lehel Hutogepgyar Kft, which used to produce refrigeration appliances. By acquiring the production facilities and the distribution network of a local player, Electrolux managed to gain a competitive advantage in the market, since it is closest to the market of all the leading producers.
Healthy increase expected
Over the forecast period, the pace of volume growth is expected to pick up. The key growth drivers of the market in future years will be the gradual increase in incomes, which will drive demand of higher value products, which will also be stimulated by new product development and marketing activities of both producers and retailers.
Table of contents
DOMESTIC ELECTRICAL APPLIANCES IN HUNGARY : MARKET INSIGHT
EXECUTIVE SUMMARY
Market grows slowly in volume but strongly in value 2007
Built-in appliances outperform freestanding appliances
Demand to shift towards higher-priced products
International players rule
Healthy increase expected
KEY TRENDS AND DEVELOPMENTS
Inflation peaked in 2007
In parallel, unit prices on the domestic electrical appliances market increased strongly
Internet sales to gain foothold in appliances
MARKET INDICATORS
Table 1 Household Ownership of Durable Goods 2007
Table 2 Household Penetration of Selected Total Stock Domestic Electrical Appliances by Sector/Subsector 2002-2007
Table 3 Replacement Cycles of Domestic Electrical Appliances by Sector 2007
MARKET DATA
Table 4 Sales of Domestic Electrical Appliances by Sector: Volume 2002-2007
Table 5 Sales of Domestic Electrical Appliances by Sector: Value 2002-2007
Table 6 Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2002-2007
Table 7 Sales of Domestic Electrical Appliances by Sector: % Value Growth 2002-2007
Table 8 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2002-2007
Table 9 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2002-2007
Table 10 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2002-2007
Table 11 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2002-2007
Table 12 Company Shares of Large Kitchen Appliances 2003-2007
Table 13 Brand Shares of Large Kitchen Appliances 2004-2007
Table 14 Company Shares of Small Kitchen Appliances (Non-cooking) 2003-2007
Table 15 Brand Shares of Small Kitchen Appliances (Non-cooking) 2004-2007
Table 16 Large Kitchen Appliances by Distribution Format: % Breakdown 2002-2007
Table 17 Forecast Sales of Domestic Electrical Appliances by Sector: Volume 2007-2012
Table 18 Forecast Sales of Domestic Electrical Appliances by Sector: Value 2007-2012
Table 19 Forecast Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2007-2012
Table 20 Forecast Sales of Domestic Electrical Appliances by Sector: % Value Growth 2007-2012
Table 21 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2007-2012
Table 22 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2007-2012
Table 23 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2007-2012
Table 24 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2007-2012
DEFINITIONS
Sector and Subsector Definitions
Distribution Definitions
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 Cosmetics Kft: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Alveola Cosmetics Kft: Competitive Position 2007
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 Lehel Hutogepgyar Kft: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 8 Electrolux Lehel Hutogepgyar Kft: Competitive Position 2007
HAJDU HAJDúSáGI IPARMUVEK RT - DOMESTIC ELECTRICAL APPLIANCES - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 9 HAJDU Hajdúsági Iparmuvek Rt: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 10 HAJDU Hajdúsági Iparmuvek Rt: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 11 HAJDU Hajdúsági Iparmuvek Rt: Competitive Position 2007
HTM KFT - DOMESTIC ELECTRICAL APPLIANCES - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 12 HTM Kft: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 HTM Kft: Competitive Position 2007
MONOFIX RT - DOMESTIC ELECTRICAL APPLIANCES - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Monofix Rt: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 Monofix Rt: Competitive Position 2007
WHIRLPOOL SLOVAKIA SPOL SRO - DOMESTIC ELECTRICAL APPLIANCES - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Whirlpool Slovakia spol sro: Key Facts
Summary 17 Whirlpool Slovakia spol sro: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 18 Whirlpool Slovakia spol sro: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 19 Whirlpool Slovakia spol sro: Competitive Position 2007
REFRIGERATION APPLIANCES IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 25 Retail Sales of Wine 2002-2012
Table 26 Sales of Chilled Food v Frozen Food 2002-2012
Table 27 Sales of Fresh Food 2002-2012
Table 28 Sales of Refrigeration Appliances by Subsector: Volume 2002-2007
Table 29 Sales of Refrigeration Appliances by Subsector: Value 2002-2007
Table 30 Sales of Refrigeration Appliances by Subsector: % Volume Growth 2002-2007
Table 31 Sales of Refrigeration Appliances by Subsector: % Value Growth 2002-2007
Table 32 Company Shares of Refrigeration Appliances 2003-2007
Table 33 Brand Shares of Refrigeration Appliances 2004-2007
Table 34 Company Shares of Built-in Fridge Freezers 2003-2007
Table 35 Company Shares of Freestanding Fridge Freezers 2003-2007
Table 36 Company Shares of Built-in Fridges 2003-2007
Table 37 Company Shares of Freestanding Fridges 2003-2007
Table 38 Forecast Sales of Refrigeration Appliances by Subsector: Volume 2007-2012
Table 39 Forecast Sales of Refrigeration Appliances by Subsector: Value 2007-2012
Table 40 Forecast Sales of Refrigeration Appliances by Subsector: % Volume Growth 2007-2012
Table 41 Forecast Sales of Refrigeration Appliances by Subsector: % Value Growth 2007-2012
HOME LAUNDRY APPLIANCES IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 42 Sales of Home Laundry Appliances by Subsector: Volume 2002-2007
Table 43 Sales of Home Laundry Appliances by Subsector: Value 2002-2007
Table 44 Sales of Home Laundry Appliances by Subsector: % Volume Growth 2002-2007
Table 45 Sales of Home Laundry Appliances by Subsector: % Value Growth 2002-2007
Table 46 Company Shares of Home Laundry Appliances 2003-2007
Table 47 Brand Shares of Home Laundry Appliances 2004-2007
Table 48 Forecast Sales of Home Laundry Appliances by Subsector: Volume 2007-2012
Table 49 Forecast Sales of Home Laundry Appliances by Subsector: Value 2007-2012
Table 50 Forecast Sales of Home Laundry Appliances by Subsector: % Volume Growth 2007-2012
Table 51 Forecast Sales of Home Laundry Appliances by Subsector: % Value Growth 2007-2012
DISHWASHERS IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 52 Sales of Dishwashers by Subsector: Volume 2002-2007
Table 53 Sales of Dishwashers by Subsector: Value 2002-2007
Table 54 Sales of Dishwashers by Subsector: % Volume Growth 2002-2007
Table 55 Sales of Dishwashers by Subsector: % Value Growth 2002-2007
Table 56 Company Shares of Dishwashers 2003-2007
Table 57 Brand Shares of Dishwashers 2004-2007
Table 58 Forecast Sales of Dishwashers by Subsector: Volume 2007-2012
Table 59 Forecast Sales of Dishwashers by Subsector: Value 2007-2012
Table 60 Forecast Sales of Dishwashers by Subsector: % Volume Growth 2007-2012
Table 61 Forecast Sales of Dishwashers by Subsector: % Value Growth 2007-2012
LARGE COOKING APPLIANCES IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Sales of Large Cooking Appliances by Subsector: Volume 2002-2007
Table 63 Sales of Large Cooking Appliances by Subsector: Value 2002-2007
Table 64 Sales of Large Cooking Appliances by Subsector: % Volume Growth 2002-2007
Table 65 Sales of Large Cooking Appliances by Subsector: % Value Growth 2002-2007
Table 66 Company Shares of Large Cooking Appliances 2003-2007
Table 67 Brand Shares of Large Cooking Appliances 2004-2007
Table 68 Company Shares of Cookers 2003-2007
Table 69 Company Shares of Ovens 2003-2007
Table 70 Company Shares of Hobs 2003-2007
Table 71 Company Shares of Built-in Hobs 2003-2007
Table 72 Company Shares of Freestanding Hobs 2003-2007
Table 73 Company Shares of Cooker Hoods 2003-2007
Table 74 Company Shares of Built-in Cooker Hoods 2003-2007
Table 75 Company Shares of Freestanding Cooker Hoods 2003-2007
Table 76 Forecast Sales of Large Cooking Appliances by Subsector: Volume 2007-2012
Table 77 Forecast Sales of Large Cooking Appliances by Subsector: Value 2007-2012
Table 78 Forecast Sales of Large Cooking Appliances by Subsector: % Volume Growth 2007-2012
Table 79 Forecast Sales of Large Cooking Appliances by Subsector: % Value Growth 2007-2012
MICROWAVES IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 80 Retail Sales of Ready Made Meals 2002-2012
Table 81 Sales of Microwaves by Subsector: Volume 2002-2007
Table 82 Sales of Microwaves by Subsector: Value 2002-2007
Table 83 Sales of Microwaves by Subsector: % Volume Growth 2002-2007
Table 84 Sales of Microwaves by Subsector: % Value Growth 2002-2007
Table 85 Company Shares of Microwaves 2003-2007
Table 86 Brand Shares of Microwaves 2004-2007
Table 87 Microwaves by Distribution Format: % Analysis 2002-2007
Table 88 Forecast Sales of Microwaves by Subsector: Volume 2007-2012
Table 89 Forecast Sales of Microwaves by Subsector: Value 2007-2012
Table 90 Forecast Sales of Microwaves by Subsector: % Volume Growth 2007-2012
Table 91 Forecast Sales of Microwaves by Subsector: % Value Growth 2007-2012
FOOD PREPARATION APPLIANCES IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 92 Sales of Food Preparation Appliances by Subsector: Volume 2002-2007
Table 93 Sales of Food Preparation Appliances by Subsector: Value 2002-2007
Table 94 Sales of Food Preparation Appliances by Subsector: % Volume Growth 2002-2007
Table 95 Sales of Food Preparation Appliances by Subsector: % Value Growth 2002-2007
Table 96 Company Shares of Food Preparation Appliances 2003-2007
Table 97 Brand Shares of Food Preparation Appliances 2004-2007
Table 98 Forecast Sales of Food Preparation Appliances by Subsector: Volume 2007-2012
Table 99 Forecast Sales of Food Preparation Appliances by Subsector: Value 2007-2012
Table 100 Forecast Sales of Food Preparation Appliances by Subsector: % Volume Growth 2007-2012
Table 101 Forecast Sales of Food Preparation Appliances by Subsector: % Value Growth 2007-2012
SMALL COOKING APPLIANCES IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 102 Retail Sales of Coffee 2002-2012
Table 103 Share of Coffee Pods % Breakdown 2004-2007
Table 104 Sales of Small Cooking Appliances by Subsector: Volume 2002-2007
Table 105 Sales of Small Cooking Appliances by Subsector: Value 2002-2007
Table 106 Sales of Small Cooking Appliances by Subsector: % Volume Growth 2002-2007
Table 107 Sales of Small Cooking Appliances by Subsector: % Value Growth 2002-2007
Table 108 Company Shares of Small Cooking Appliances 2003-2007
Table 109 Brand Shares of Small Cooking Appliances 2004-2007
Table 110 Forecast Sales of Small Cooking Appliances by Subsector: Volume 2007-2012
Table 111 Forecast Sales of Small Cooking Appliances by Subsector: Value 2007-2012
Table 112 Forecast Sales of Small Cooking Appliances by Subsector: % Volume Growth 2007-2012
Table 113 Forecast Sales of Small Cooking Appliances by Subsector: % Value Growth 2007-2012
SMALL KITCHEN APPLIANCES (NON-COOKING) IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 114 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2002-2007
Table 115 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2002-2007
Table 116 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2002-2007
Table 117 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2002-2007
Table 118 Company Shares of Small Kitchen Appliances (Non-cooking) 2003-2007
Table 119 Brand Shares of Small Kitchen Appliances (Non-cooking) 2004-2007
Table 120 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2007-2012
Table 121 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2007-2012
Table 122 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2007-2012
Table 123 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2007-2012
VACUUM CLEANERS IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 124 Sales of Vacuum Cleaners by Subsector: Volume 2002-2007
Table 125 Sales of Vacuum Cleaners by Subsector: Value 2002-2007
Table 126 Sales of Vacuum Cleaners by Subsector: % Volume Growth 2002-2007
Table 127 Sales of Vacuum Cleaners by Subsector: % Value Growth 2002-2007
Table 128 Company Shares of Vacuum Cleaners 2003-2007
Table 129 Brand Shares of Vacuum Cleaners 2004-2007
Table 130 Forecast Sales of Vacuum Cleaners by Subsector: Volume 2007-2012
Table 131 Forecast Sales of Vacuum Cleaners by Subsector: Value 2007-2012
Table 132 Forecast Sales of Vacuum Cleaners by Subsector: % Volume Growth 2007-2012
Table 133 Forecast Sales of Vacuum Cleaners by Subsector: % Value Growth 2007-2012
IRONS IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 134 Sales of Irons: 2002-2007
Table 135 Sales of Irons: % Growth 2002-2007
Table 136 Company Shares of Irons 2003-2007
Table 137 Brand Shares of Irons 2004-2007
Table 138 Forecast Sales of Irons: 2007-2012
Table 139 Forecast Sales of Irons: % Growth 2007-2012
PERSONAL CARE APPLIANCES IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 140 Sales of Personal Care Appliances: 2002-2007
Table 141 Sales of Personal Care Appliances: % Growth 2002-2007
Table 142 Company Shares of Personal Care Appliances 2003-2007
Table 143 Brand Shares of Personal Care Appliances 2004-2007
Table 144 Forecast Sales of Personal Care Appliances: 2007-2012
Table 145 Forecast Sales of Personal Care Appliances: % Growth 2007-2012
AIR TREATMENT PRODUCTS IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 146 Sales of Air Treatment Products: 2002-2007
Table 147 Sales of Air Treatment Products: % Growth 2002-2007
Table 148 Company Shares of Air Treatment Products 2003-2007
Table 149 Brand Shares of Air Treatment Products 2004-2007
Table 150 Forecast Sales of Air Treatment Products: 2007-2012
Table 151 Forecast Sales of Air Treatment Products: % Growth 2007-2012
HEATING APPLIANCES IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 152 Retail Sales of Heating Appliances: 2002-2007
Table 153 Retail Sales of Heating Appliances: % Growth 2002-2007
Table 154 Company Shares of Heating Appliances 2003-2007
Table 155 Brand Shares of Heating Appliances 2004-2007
Table 156 Forecast Sales of Heating Appliances: 2007-2012
Table 157 Forecast Sales of Heating Appliances: % Growth 2007-2012