Toys And Games in Hungary
Euromonitor International's Toys And Games in Hungary report offers a comprehensive guide to the size and shape of the traditional toys and games and the video games 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, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 24 | Publication date: Sep 2006
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
Executive summary
Continuously expanding market
The Hungarian toys and games market, as well as both of its subsectors, traditional toys and games, and video games, is showing impressive growth. The most important factor in the strong market development is the country's stable economic situation. The increased consumer spending, which has affected the market sales, is a good indicator of rising living standards among the Hungarian population.
The market will continue to perform well in the future, since it has room for further increases in spending on toys and games in comparison to Western Europe.
Increasing disposable income of the population
The good performance of the toys and games market in Hungary has been stimulated by the steadily increasing disposable income of the population. As a result, Hungarians are likely to spend more on non-essential items, making up for their frugal past. Consumer spending now exceeds real wages, with the excess either borrowed from banks directly, or deferred through hire-purchase agreements and leasing.
Birth rate declining and families delaying having children
The declining Hungarian population is slowing the expansion of the toys and games market, as the main target group is becoming smaller. Nevertheless, spending on games should increase, as parents become more conscious about the goods they buy for their children, and increasingly prefer the expensive, but higher quality products.
Growing significance of video games
Video games are expanding at a rate that is more than double that of traditional toys and games. The growth is due to rising incomes and the strong competition among manufacturers, which is forcing down the price of video games hardware. The key factor in this growth is the fact that electronic devices, such as video games, mobile phones and DVD players, have increased in popularity among children above the age of 10, who prefer video games to traditional games. Higher disposable income is resulting in a growing number of families who can afford to buy video games as presents for children. Increasingly, video games are becoming very popular not just among children, and young men, but increasingly among women as well.
Dominance of imported goods
The share of toys and games produced by Hungarian manufacturers is continuing to diminish, in favour of imported goods. The reason behind this trend is the relatively high prime costs of products manufactured in Hungary, which are not able to compete with cheap, imported goods. In addition, the Hungarian toy distributors and Hungarian subsidiaries of international brand owners such as hypermarkets and supermarkets also import goods directly from Far Eastern countries.
Table of contents
TOYS AND GAMES IN HUNGARY : MARKET INSIGHT
EXECUTIVE SUMMARY
Continuously expanding market
Increasing disposable income of the population
Birth rate declining and families delaying having children
Growing significance of video games
Dominance of imported goods
KEY TRENDS AND DEVELOPMENTS
Higher spending power due to increasing real wages and indebtedness of the population
Changes in purchasing habits
Birth rate declining and families delaying having children
Online and electronic games market expanding
Economic growth causing the blackmarket to shrink
MARKET DATA
Table 1 Retail Sales of Toys and Games by Sector: Value 2001-2006
Table 2 Retail Sales of Toys and Games by Sector: % Value Growth 2001-2006
Table 3 Retail Sales of Toys and Games by Distribution Format: % Analysis 2001-2006
Table 4 Toys and Games Company Shares by Value 2002-2005
Table 5 Forecast Retail Sales of Toys and Games by Sector: Value 2006-2011
Table 6 Forecast Retail Sales of Toys and Games by Sector: % Value Growth 2006-2011
DEFINITIONS
Toys and games
LOCAL COMPANY PROFILES - HUNGARY
GULLIVER JáTéK NAGYKERESKEDOI KFT - TOYS AND GAMES - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Gulliver Kereskedelmi és Szolgaltató Kft: Key Facts
Summary 2 Gulliver Kereskedelmi és Szolgaltató Kft: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
KéK KOBRA KFT - TOYS AND GAMES - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Kék Kobra Kft: Key Facts
Summary 4 Kék Kobra Kft: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
RéGIó JáTéKKERESKEDELMI KFT - TOYS AND GAMES - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Régió Játékkereskedelmi Kft: Key Facts
Summary 6 Régió Játékkereskedelmi Kft: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
TRADITIONAL TOYS AND GAMES IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 7 Retail Sales of Traditional Toys and Games by Subsector: Value 2001-2006
Table 8 Retail Sales of Traditional Toys and Games by Subsector: % Value Growth 2001-2006
Table 9 Retail Sales of Traditional Toys and Games by Distribution Format: % Analysis 2001-2006
Table 10 Traditional Toys and Games Company Shares by Value 2002-2005
Table 11 Forecast Retail Sales of Traditional Toys and Games by Subsector: Value 2006-2011
Table 12 Forecast Retail Sales of Traditional Toys and Games by Subsector: % Value Growth 2006-2011
VIDEO GAMES IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 13 Retail Sales of Video Games by Subsector: Value 2001-2006
Table 14 Retail Sales of Video Games by Subsector: % Value Growth 2001-2006
Table 15 Retail Sales of Video Games by Distribution Format: % Analysis 2001-2006
Table 16 Video Games Company Shares by Value 2002-2005
Table 17 Forecast Retail Sales of Video Games by Subsector: Value 2006-2011
Table 18 Forecast Retail Sales of Video Games by Subsector: % Value Growth 2006-2011