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.
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Tables: 85 | Publication date: Jan 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
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Most household care products see lower growth in 2007
Most products in the household care market saw lower growth in 2007 than in 2006. This was due to a variety of factors, the most important of which was manufacturers’ inability to invest in high levels of new product developments due to the costs associated with new EU regulations related to safer and energy-saving use of chemicals. Adverse economic conditions for all but the most affluent of urban households also meant that branded products had to compete not only with each other, but also the growing number of private label products available in the country’s supermarkets and hypermarkets.
Increasing demand for convenience among Hungarian consumers
With increasingly hectic lifestyles the majority of more affluent urban households in Hungary demonstrated increasing interested in household care products offering greater convenience in 2007. Despite weaker consumers confidence compared with previous years, this was particularly evident in the strong performance of household cleaning wipes, as well as multipurpose surface care products. Products such as automatic dishwasher and laundry detergent tablets also benefited from this trend, underpinned by increasing access among consumers to credit lines, which facilitated purchases of otherwise unaffordable high-ticket white goods.
Strong competition stifles value growth potential
The household care market in Hungary is highly competitive. While consumers prefer high quality branded products, this is offset by Hungarian consumers’ traditional price sensitivity with regard to all products. In an environment of reduced consumer confidence – even among more affluent urban consumers – manufacturers of branded goods could not increase prices considerably in 2007 for fear of losing share to either their direct competitors or private label products in supermarkets and hypermarkets. This was compounded by the limited ability of manufacturers to invest in advertising and promotional activities and new product developments due to the costs associated with the new EU regulations implemented at the end of the review period.
Supermarkets and hypermarkets most important distribution channel
Supermarkets and hypermarkets remained the most important distribution channel for household care products in Hungary in 2007 due to the increasingly hectic lifestyles led by urban consumers, and their desire to make all their household purchases in a single outlet. The ability of supermarkets and hypermarkets to implement promotional efforts, their wide range of goods – including private label products – and increased private car ownership among consumers due to the greater availability of credit, all contributed to the channel’s importance. Discounters also gained share as an increasing number of consumers sought low unit prices – a trend also facilitated by increased private car ownership. However, despite their higher unit prices small local convenience stores remain essential for distress purchases, due to their proximity to consumers’ homes.
Forecast period growth dependent on manufacturers’ efforts
The forecast period performance of the household care market in Hungary will be dependent on manufacturers’ efforts in terms of product innovation, as well as advertising and promotional support. With many consumers predicted to face growing financial constraints as a result of increased debt acquisition, coupled with traditional price sensitivity in the country, manufacturers will need to justify prices through innovative and appealing packaging formats, or innovations such as new scents or highly convenient product formats. Consumers will also be increasingly drawn to private label products at competitive prices, underpinned by an greater propensity to purchase household care products through supermarkets and hypermarkets in line with the convenience trend.
Table of contents
HOUSEHOLD CARE IN HUNGARY : MARKET INSIGHT
EXECUTIVE SUMMARY
Most household care products see lower growth in 2007
Increasing demand for convenience among Hungarian consumers
Strong competition stifles value growth potential
Supermarkets and hypermarkets most important distribution channel
Forecast period growth dependent on manufacturers’ efforts
KEY TRENDS AND DEVELOPMENTS
Busy Urban Consumers Seek Convenience
Advertising and Promotional Activity Key to Stimulating Growth
EU Regulations
Restriction Package
Surge in Loan Acquisition
Supermarkets and hypermarkets lead distribution
MARKET INDICATORS
Table 1 Households 2002-2007
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2002-2007
Table 3 Sales of Household Care by Sector: % Value Growth 2002-2007
Table 4 Household Care Company Shares 2003-2007
Table 5 Household Care Brand Shares 2004-2007
Table 6 Penetration of Private Label by Sector 2003-2007
Table 7 Sales of Household Care by Distribution Format: % Analysis 2002-2007
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2007
Table 9 Forecast Sales of Household Care by Sector: Value 2007-2012
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - HUNGARY
BáBOLNA BIO KFT - HOUSEHOLD CARE - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Bábolna Bio Kft: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Bábolna Bio Kft: Competitive Position 2007
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 2007
EGYESüLT VEGYI MüVEK RT - HOUSEHOLD CARE - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Egyesült Vegyi Müvek Rt: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Egyesült Vegyi Müvek Rt: Competitive Position 2007
FELFOLDI POT POURRI KFT - HOUSEHOLD CARE - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Felfoldi Pot Pourri Kft: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
VOLMIX KFT - HOUSEHOLD CARE - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Volmix Kft: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 olmix Kft: Competitive Position 2007
LAUNDRY CARE IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2002-2007
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2002-2007
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2002-2007
Table 14 Sales of Laundry Detergents by Type: Value 2002-2007
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2002-2007
Table 16 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2007
Table 17 Sales of Laundry Aids by Type: Value 2002-2007
Table 18 Sales of Laundry Aids by Type: % Value Growth 2002-2007
Table 19 Laundry Care Company Shares 2003-2007
Table 20 Laundry Care Brand Shares 2004-2007
Table 21 Laundry Detergents Company Shares 2003-2007
Table 22 Laundry Detergents Brand Shares 2004-2007
Table 23 Laundry Aids Company Shares 2003-2007
Table 24 Laundry Aids Brand Shares 2004-2007
Table 25 Forecast Sales of Laundry Care by Subsector: Value 2007-2012
Table 26 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012
DISHWASHING PRODUCTS IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 27 Household Penetration of Dishwashers 2002-2007
SECTOR DATA
Table 28 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 29 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 30 Dishwashing Products Company Shares 2003-2007
Table 31 Dishwashing Products Brand Shares 2004-2007
Table 32 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 33 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Surface Care by Subsector: Value 2002-2007
Table 35 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 36 Sales of Wipes by Type: Value 2002-2007
Table 37 Sales of Wipes by Type: % Value Growth 2002-2007
Table 38 Surface Care Company Shares 2003-2007
Table 39 Surface Care Brand Shares 2004-2007
Table 40 Wipes Company Shares 2003-2007
Table 41 Wipes Brand Shares 2004-2007
Table 42 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 43 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of Chlorine Bleach: Value 2002-2007
Table 45 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 46 Chlorine Bleach Company Shares 2003-2007
Table 47 Chlorine Bleach Brand Shares 2004-2007
Table 48 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 49 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 50 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 51 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 52 Toilet Care Products Company Shares 2003-2007
Table 53 Toilet Care Products Brand Shares 2004-2007
Table 54 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 55 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Sales of Polishes by Subsector: Value 2002-2007
Table 57 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 58 Polishes Company Shares 2003-2007
Table 59 Polishes Brand Shares 2004-2007
Table 60 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 61 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Sales of Air Care by Subsector: Value 2002-2007
Table 63 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 64 Air Care Fragrances Rankings by Value 2006-2007
Table 65 Air Care Company Shares 2003-2007
Table 66 Air Care Brand Shares 2004-2007
Table 67 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 68 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 69 Sales of Insecticides by Subsector: Value 2002-2007
Table 70 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 71 Spray Insecticides by Type: % Value Breakdown 2006-2007
Table 72 Insecticides Company Shares 2003-2007
Table 73 Insecticides Brand Shares 2004-2007
Table 74 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 75 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012