Household Care in Hungary
Euromonitor International's Household Care 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.
Get immediate access to strategic market analysis when you buy reports online
Tables: 87 | Publication date: Aug 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
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Slow but stable growth
In value terms the household care market in Hungary has been growing moderately for a few years, and growth in 2006 was also in line with this trend. Moderate growth prevailed at sector level as well, with the exception of air care which performed above the average. Since unit prices stagnated or declined in general, growth was driven by improving volume sales. Although unit prices grew in previous years due to premiumisation trends, this was not the case in 2006 which was characterised by sharp competition and frequent promotions.
Private label growth falls off
Since brand loyalty and trust, as well as premiumisation trends, are strong in household care, private label share is usually under 10% in individual categories, especially in value terms. Although private label’s value shares had been slowly rising, this appears to have stopped in 2006. Development of the private label sector may also have stopped due to frequent promotions and price reductions. Moreover, frequently launched innovations also act as a growth booster in household care and in maintaining consumer attention.
Strong international presence
After privatisation in the 1990s, the majority of Hungarian factories were acquired by international companies. Presently, almost all leading brands are global, but long-standing Hungarian brands are also owned and marketed by international groups. In many cases whole sectors are dominated by international brands, including laundry care, dishwashing products, surface care, toilet care and air care. Exceptions include well-established traditional and local brands which can be found in chlorine bleach or insecticides. However, in general, Hungarian companies usually hold low shares, if any at all.
Innovations in chemists/drugstores
Innovations are best introduced in chemists/drugstores where consumers are more likely to take their time to select goods and become acquainted with new ones. When shopping in supermarkets/hypermarkets, less time is taken to pay attention to new goods, as the weekly shop already takes up a considerable amount of time and energy due to the large size of outlets and wide product variety to choose from. Chemists/drugstores are usually a more manageable size and consumers are more open to new innovations in these outlets.
Wellness trend
The wellness trend has also been apparent in non-food markets. In household care the goal to create an environment that promotes health and provides wellbeing and clean surroundings is on the rise. This is one of the main underlying factors behind market growth, especially that of disinfectants, cleaners and insecticides. At the same time, there is a growing demand for household care products which contain fewer chemicals and are more environmentally-friendly.
Convenience
Convenience concerns further strengthened in 2006 and affected all household care sectors. Consumers expect products to be efficient and easy to use. In surface care, for instance, aggressive cleaners requiring less scrubbing are preferred along with spray formats. The same is true for toilet care products and polishes. In general, products are also expected to offer several functions, for example detergent powder with fabric softener fragrance, hand dishwashing gel with microgranulates etc).
Table of contents
HOUSEHOLD CARE IN HUNGARY : MARKET INSIGHT
EXECUTIVE SUMMARY
Slow but stable growth
Private label growth falls off
Strong international presence
Innovations in chemists/drugstores
Wellness trend
Convenience
KEY TRENDS AND DEVELOPMENTS
Restriction package
Boom in loans
EU regulations
Promotion driven market
Supermarkets/hypermarkets rules
MARKET INDICATORS
Table 1 Households 2001-2006
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2001-2006
Table 3 Sales of Household Care by Sector: % Value Growth 2001-2006
Table 4 Household Care Company Shares 2002-2006
Table 5 Household Care Brand Shares 2003-2006
Table 6 Penetration of Private Label by Sector 2002-2006
Table 7 Sales of Household Care by Distribution Format: % Analysis 2001/2006
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2006
Table 9 Forecast Sales of Household Care by Sector: Value 2006-2011
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2006-2011
DEFINITIONS
LOCAL COMPANY PROFILES - HUNGARY
BáBOLNA BIO KFT - HOUSEHOLD CARE - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Bábolna Bio Kft: Key Facts
Summary 2 Bábolna Bio Kft: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Bábolna Bio Kft: Competitive Position 2006
DYMOL KFT - HOUSEHOLD CARE - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Dymol Kft: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Dymol Kft: Competitive Position 2006
EGYESüLT VEGYI MüVEK RT - HOUSEHOLD CARE - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Egyesült Vegyi Müvek Zrt: Key Facts
Summary 7 Egyesült Vegyi Müvek Zrt : Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Egyesült Vegyi Müvek Zrt: Competitive Position 2006
FELFOLDI POT POURRI KFT - HOUSEHOLD CARE - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Felfoldi Pot Pourri Kft: Key Facts
Summary 10 Felfoldi Pot Pourri Kft: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
VOLMIX KFT - HOUSEHOLD CARE - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Volmix Kft: Key Facts
Summary 12 Volmix Kft: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Volmix Kft: Competitive Position 2006
LAUNDRY CARE IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2001-2006
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2001-2006
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2001-2006
Table 14 Sales of Laundry Detergents by Type: Value 2001-2006
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2001-2006
Table 16 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2006
Table 17 Sales of Laundry Aids by Type: Value 2001-2006
Table 18 Sales of Laundry Aids by Type: % Value Growth 2001-2006
Table 19 Laundry Care Company Shares 2002-2006
Table 20 Laundry Care Brand Shares 2003-2006
Table 21 Laundry Detergents Company Shares 2002-2006
Table 22 Laundry Detergents Brand Shares 2003-2006
Table 23 Laundry Aids Company Shares 2002-2006
Table 24 Laundry Aids Brand Shares 2003-2006
Table 25 Forecast Sales of Laundry Care by Subsector: Value 2006-2011
Table 26 Forecast Sales of Laundry Care by Subsector: % Value Growth 2006-2011
DISHWASHING PRODUCTS IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 27 Household Penetration of Dishwashers 2001-2006
SECTOR DATA
Table 28 Sales of Dishwashing Products by Subsector: Value 2001-2006
Table 29 Sales of Dishwashing Products by Subsector: % Value Growth 2001-2006
Table 30 Dishwashing Products Company Shares 2002-2006
Table 31 Dishwashing Products Brand Shares 2003-2006
Table 32 Forecast Sales of Dishwashing Products by Subsector: Value 2006-2011
Table 33 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2006-2011
SURFACE CARE IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Surface Care by Subsector: Value 2001-2006
Table 35 Sales of Surface Care by Subsector: % Value Growth 2001-2006
Table 36 Sales of Wipes by Type: Value 2001-2006
Table 37 Sales of Wipes by Type: % Value Growth 2001-2006
Table 38 Surface Care Company Shares 2002-2006
Table 39 Surface Care Brand Shares 2003-2006
Table 40 Wipes Company Shares 2002-2006
Table 41 Wipes Brand Shares 2003-2006
Table 42 Forecast Sales of Surface Care by Subsector: Value 2006-2011
Table 43 Forecast Sales of Surface Care by Subsector: % Value Growth 2006-2011
CHLORINE BLEACH IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of Chlorine Bleach: Value 2001-2006
Table 45 Sales of Chlorine Bleach: % Value Growth 2001-2006
Table 46 Chlorine Bleach Company Shares 2002-2006
Table 47 Chlorine Bleach Brand Shares 2003-2006
Table 48 Forecast Sales of Chlorine Bleach: Value 2006-2011
Table 49 Forecast Sales of Chlorine Bleach: % Value Growth 2006-2011
TOILET CARE PRODUCTS IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 50 Sales of Toilet Care Products by Subsector: Value 2001-2006
Table 51 Sales of Toilet Care Products by Subsector: % Value Growth 2001-2006
Table 52 Toilet Care Products Company Shares 2002-2006
Table 53 Toilet Care Products Brand Shares 2003-2006
Table 54 Forecast Sales of Toilet Care Products by Subsector: Value 2006-2011
Table 55 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2006-2011
POLISHES IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Sales of Polishes by Subsector: Value 2001-2006
Table 57 Sales of Polishes by Subsector: % Value Growth 2001-2006
Table 58 Polishes Company Shares 2002-2006
Table 59 Polishes Brand Shares 2003-2006
Table 60 Forecast Sales of Polishes by Subsector: Value 2006-2011
Table 61 Forecast Sales of Polishes by Subsector: % Value Growth 2006-2011
AIR CARE IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Sales of Air Care by Subsector: Value 2001-2006
Table 63 Sales of Air Care by Subsector: % Value Growth 2001-2006
Table 64 Leading Fragrances for Air Care 2006
Table 65 Air Care Company Shares 2002-2006
Table 66 Air Care Brand Shares 2003-2006
Table 67 Forecast Sales of Air Care by Subsector: Value 2006-2011
Table 68 Forecast Sales of Air Care by Subsector: % Value Growth 2006-2011
INSECTICIDES IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 69 Sales of Insecticides by Subsector: Value 2001-2006
Table 70 Sales of Insecticides by Subsector: % Value Growth 2001-2006
Table 71 Insecticides Company Shares 2002-2006
Table 72 Insecticides Brand Shares 2003-2006
Table 73 Forecast Sales of Insecticides by Subsector: Value 2006-2011
Table 74 Forecast Sales of Insecticides by Subsector: % Value Growth 2006-2011