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Apparel and Footwear in Hungary

February 2021
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Overview:

Understand the latest market trends and future growth opportunities for the Apparel and Footwear industry in Hungary with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Childrenswear
  • Apparel and Accessories
  • Menswear
  • Womenswear
  • Jeans
  • Hosiery
  • Footwear
  • Sportswear

If you're in the Apparel and Footwear industry in Hungary, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Apparel and Footwear in Hungary report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Apparel and Footwear in Hungary?
  • Which are the leading brands in Hungary?
  • How are products distributed in Hungary?
  • How is the rise of e-commerce shaping demand?
  • What % of apparel and footwear sales are made via grocery retailers?
  • Do consumers want premium quality or fast fashion?
  • How will COVID-19 and recession impact demand?
  • How important is sustainability in Apparel and Footwear in Hungary?
  • Where is future growth expected to be most dynamic?

Apparel and Footwear in Hungary

EXECUTIVE SUMMARY

COVID-19 impact on apparel and footwear
COVID-19 country impact
Company response
Retailing shift
What next for apparel and footwear?

MARKET DATA

Table 1 Sales of Apparel and Footwear by Category: Volume 2015-2020 Table 2 Sales of Apparel and Footwear by Category: Value 2015-2020 Table 3 Sales of Apparel and Footwear by Category: % Volume Growth 2015-2020 Table 4 Sales of Apparel and Footwear by Category: % Value Growth 2015-2020 Table 5 NBO Company Shares of Apparel and Footwear: % Value 2016-2020 Table 6 LBN Brand Shares of Apparel and Footwear: % Value 2017-2020 Table 7 Distribution of Apparel and Footwear by Format: % Value 2015-2020 Table 8 Distribution of Apparel and Footwear by Format and Category: % Value 2020 Table 9 Forecast Sales of Apparel and Footwear by Category: Volume 2020-2025 Table 10 Forecast Sales of Apparel and Footwear by Category: Value 2020-2025 Table 11 Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2020-2025 Table 12 Forecast Sales of Apparel and Footwear by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

FACE MASKS

Summary 1 Fashion Face Masks Usage, Pricing and Market Sizes in Eastern Europe – 2020

DISCLAIMER

SOURCES

Summary 2 Research Sources

Womenswear in Hungary

KEY DATA FINDINGS

2020 IMPACT

Fast fashion retailers strengthen their positions in 2020
Although womenswear sees a decline overall, some categories fare better than others during the pandemic
Despite challenges, Pepkor Hungary goes from strength to strength

RECOVERY AND OPPORTUNITIES

Womenswear set to recover quickly and post strong growth over the forecast period
Economy and standard products will drive growth in womenswear
Practicality and comfort will remain important for Hungarian women

CATEGORY DATA

Table 13 Sales of Womenswear by Category: Volume 2015-2020 Table 14 Sales of Womenswear by Category: Value 2015-2020 Table 15 Sales of Womenswear by Category: % Volume Growth 2015-2020 Table 16 Sales of Womenswear by Category: % Value Growth 2015-2020 Table 17 NBO Company Shares of Womenswear: % Value 2016-2020 Table 18 LBN Brand Shares of Womenswear: % Value 2017-2020 Table 19 NBO Company Shares of Women's Nightwear: % Value 2016-2020 Table 20 LBN Brand Shares of Women's Nightwear: % Value 2017-2020 Table 21 NBO Company Shares of Women's Outerwear: % Value 2016-2020 Table 22 LBN Brand Shares of Women's Outerwear: % Value 2017-2020 Table 23 NBO Company Shares of Women’s Swimwear: % Value 2016-2020 Table 24 LBN Brand Shares of Women’s Swimwear: % Value 2017-2020 Table 25 NBO Company Shares of Women's Underwear: % Value 2016-2020 Table 26 LBN Brand Shares of Women's Underwear: % Value 2017-2020 Table 27 Forecast Sales of Womenswear by Category: Volume 2020-2025 Table 28 Forecast Sales of Womenswear by Category: Value 2020-2025 Table 29 Forecast Sales of Womenswear by Category: % Volume Growth 2020-2025 Table 30 Forecast Sales of Womenswear by Category: % Value Growth 2020-2025

Menswear in Hungary

KEY DATA FINDINGS

2020 IMPACT

Decline across menswear categories, but some fare better than others
Fast fashion chains retain strong positions in menswear in 2020
E-commerce gets a boost in 2020 as men shop from the comfort of their homes

RECOVERY AND OPPORTUNITIES

Menswear will recover quickly and register strong growth over the forecast period
Economy and standard products will drive growth in menswear, but sustainability concerns will grow
Practicality and comfort will remain important for Hungarian men

CATEGORY DATA

Table 31 Sales of Menswear by Category: Volume 2015-2020 Table 32 Sales of Menswear by Category: Value 2015-2020 Table 33 Sales of Menswear by Category: % Volume Growth 2015-2020 Table 34 Sales of Menswear by Category: % Value Growth 2015-2020 Table 35 NBO Company Shares of Menswear: % Value 2016-2020 Table 36 LBN Brand Shares of Menswear: % Value 2017-2020 Table 37 NBO Company Shares of Men’s Nightwear: % Value 2016-2020 Table 38 LBN Brand Shares of Men’s Nightwear: % Value 2017-2020 Table 39 NBO Company Shares of Men’s Outerwear: % Value 2016-2020 Table 40 LBN Brand Shares of Men’s Outerwear: % Value 2017-2020 Table 41 NBO Company Shares of Men’s Swimwear: % Value 2016-2020 Table 42 LBN Brand Shares of Men’s Swimwear: % Value 2017-2020 Table 43 NBO Company Shares of Men’s Underwear: % Value 2016-2020 Table 44 LBN Brand Shares of Men’s Underwear: % Value 2017-2020 Table 45 Forecast Sales of Menswear by Category: Volume 2020-2025 Table 46 Forecast Sales of Menswear by Category: Value 2020-2025 Table 47 Forecast Sales of Menswear by Category: % Volume Growth 2020-2025 Table 48 Forecast Sales of Menswear by Category: % Value Growth 2020-2025

Childrenswear in Hungary

KEY DATA FINDINGS

2020 IMPACT

Childrenswear sees a decline in 2020 but at a slower rate than womenswear and menswear
Online sales of childrenswear get a boost in 2020 as busy parents seek safe and convenient ways to shop
Pepkor Hungary maintains the lead in childrenswear in 2020

RECOVERY AND OPPORTUNITIES

Population trends will impact sales of childrenswear over the forecast period
Lead player Pepkor will face increasing competition from Tesco in the future
E-commerce will continue to grow over the forecast period thanks to the convenience and variety it offers

CATEGORY DATA

Table 49 Sales of Childrenswear by Category: Volume 2015-2020 Table 50 Sales of Childrenswear by Category: Value 2015-2020 Table 51 Sales of Childrenswear by Category: % Volume Growth 2015-2020 Table 52 Sales of Childrenswear by Category: % Value Growth 2015-2020 Table 53 NBO Company Shares of Childrenswear: % Value 2016-2020 Table 54 LBN Brand Shares of Childrenswear: % Value 2017-2020 Table 55 Forecast Sales of Childrenswear by Category: Volume 2020-2025 Table 56 Forecast Sales of Childrenswear by Category: Value 2020-2025 Table 57 Forecast Sales of Childrenswear by Category: % Volume Growth 2020-2025 Table 58 Forecast Sales of Childrenswear by Category: % Value Growth 2020-2025

Sportswear in Hungary

KEY DATA FINDINGS

2020 IMPACT

Sports-inspired apparel outperforms performance and outdoor apparel in 2020
Tízpróba Magyarország maintains its lead but with a reduced share
Global brands remain strong in sports footwear in 2020

RECOVERY AND OPPORTUNITIES

Economic recovery will see demand for outdoor and performance apparel increase once more
Hervis will press ahead with business expansion plans
Online gym channels will boost sales of sportswear in the future

CATEGORY DATA

Table 59 Sales of Sportswear by Category: Value 2015-2020 Table 60 Sales of Sportswear by Category: % Value Growth 2015-2020 Table 61 NBO Company Shares of Sportswear: % Value 2016-2020 Table 62 LBN Brand Shares of Sportswear: % Value 2017-2020 Table 63 Distribution of Sportswear by Format: % Value 2015-2020 Table 64 Forecast Sales of Sportswear by Category: Value 2020-2025 Table 65 Forecast Sales of Sportswear by Category: % Value Growth 2020-2025

Jeans in Hungary

KEY DATA FINDINGS

2020 IMPACT

At-home trends lead to a decline in sales of jeans in 2020
Pepkor Hungary expands its network and increases its share in jeans in 2020
H&M Hennes & Mauritz maintains second ranking in a fragmented category

RECOVERY AND OPPORTUNITIES

Standard jeans will remain the most popular sub-category across the forecast period
Sustainability and e-commerce will be key trends over the forecast period
Short-term baby boom will see demand for maternity and stretch jeans increase

CATEGORY DATA

Table 66 Sales of Jeans by Category: Volume 2015-2020 Table 67 Sales of Jeans by Category: Value 2015-2020 Table 68 Sales of Jeans by Category: % Volume Growth 2015-2020 Table 69 Sales of Jeans by Category: % Value Growth 2015-2020 Table 70 Sales of Men’s Jeans by Category: Volume 2015-2020 Table 71 Sales of Men’s Jeans by Category: Value 2015-2020 Table 72 Sales of Men’s Jeans by Category: % Volume Growth 2015-2020 Table 73 Sales of Men’s Jeans by Category: % Value Growth 2015-2020 Table 74 Sales of Women’s Jeans by Category: Volume 2015-2020 Table 75 Sales of Women’s Jeans by Category: Value 2015-2020 Table 76 Sales of Women’s Jeans by Category: % Volume Growth 2015-2020 Table 77 Sales of Women’s Jeans by Category: % Value Growth 2015-2020 Table 78 NBO Company Shares of Jeans: % Value 2016-2020 Table 79 LBN Brand Shares of Jeans: % Value 2017-2020 Table 80 Forecast Sales of Jeans by Category: Volume 2020-2025 Table 81 Forecast Sales of Jeans by Category: Value 2020-2025 Table 82 Forecast Sales of Jeans by Category: % Volume Growth 2020-2025 Table 83 Forecast Sales of Jeans by Category: % Value Growth 2020-2025 Table 84 Forecast Sales of Men’s Jeans by Category: Volume 2020-2025 Table 85 Forecast Sales of Men’s Jeans by Category: Value 2020-2025 Table 86 Forecast Sales of Men’s Jeans by Category: % Volume Growth 2020-2025 Table 87 Forecast Sales of Men’s Jeans by Category: % Value Growth 2020-2025 Table 88 Forecast Sales of Women’s Jeans by Category: Volume 2020-2025 Table 89 Forecast Sales of Women’s Jeans by Category: Value 2020-2025 Table 90 Forecast Sales of Women’s Jeans by Category: % Volume Growth 2020-2025 Table 91 Forecast Sales of Women’s Jeans by Category: % Value Growth 2020-2025

Hosiery in Hungary

KEY DATA FINDINGS

2020 IMPACT

Calzedonia Hungary extends its lead in hosiery ahead of Tesco
Sporting activities and comfort drive trends in hosiery in 2020
Lidl Magyarorszag Kereskedelmi maintains its share thanks to good price-to-quality ratio

RECOVERY AND OPPORTUNITIES

Calzedonia Hungary will remain the clear leader but face ongoing competition from private label
Fashion and sporting trends will drive growth in the future
Colourful and vibrant sheer hosiery will build on existing trends

CATEGORY DATA

Table 92 Sales of Hosiery by Category: Volume 2015-2020 Table 93 Sales of Hosiery by Category: Value 2015-2020 Table 94 Sales of Hosiery by Category: % Volume Growth 2015-2020 Table 95 Sales of Hosiery by Category: % Value Growth 2015-2020 Table 96 NBO Company Shares of Hosiery: % Value 2016-2020 Table 97 LBN Brand Shares of Hosiery: % Value 2017-2020 Table 98 Forecast Sales of Hosiery by Category: Volume 2020-2025 Table 99 Forecast Sales of Hosiery by Category: Value 2020-2025 Table 100 Forecast Sales of Hosiery by Category: % Volume Growth 2020-2025 Table 101 Forecast Sales of Hosiery by Category: % Value Growth 2020-2025

Apparel Accessories in Hungary

KEY DATA FINDINGS

2020 IMPACT

A boom in demand for face masks elevates overall sales within apparel accessories in 2020
Mdo extends its lead in 2020 in a fragmented category
Private label brands maintain their strong rankings despite some loss of share

RECOVERY AND OPPORTUNITIES

Sales of winter accessories will recover as restrictions ease but non-essential and premium accessories will struggle to gain ground
Retailers will use apparel accessories as a means of boosting revenues
Hats/caps will perform well as they become increasingly fashionable

CATEGORY DATA

Table 102 Sales of Apparel Accessories by Category: Volume 2015-2020 Table 103 Sales of Apparel Accessories by Category: Value 2015-2020 Table 104 Sales of Apparel Accessories by Category: % Volume Growth 2015-2020 Table 105 Sales of Apparel Accessories by Category: % Value Growth 2015-2020 Table 106 NBO Company Shares of Apparel Accessories: % Value 2016-2020 Table 107 LBN Brand Shares of Apparel Accessories: % Value 2017-2020 Table 108 Forecast Sales of Apparel Accessories by Category: Volume 2020-2025 Table 109 Forecast Sales of Apparel Accessories by Category: Value 2020-2025 Table 110 Forecast Sales of Apparel Accessories by Category: % Volume Growth 2020-2025 Table 111 Forecast Sales of Apparel Accessories by Category: % Value Growth 2020-2025

Footwear in Hungary

KEY DATA FINDINGS

2020 IMPACT

Heavy losses for footwear in the first half of 2020 but some recovery later in the year
Deichmann Cipokereskedelmi gains share to consolidate its lead over CCC Hungary Shoes
Sports footwear brands remain popular among men in 2020

RECOVERY AND OPPORTUNITIES

E-commerce will get a boost but to a lesser extent than in other apparel categories
Drivers for growth in men’s and women’s footwear will continue to diverge
Sports footwear and value for money ranges will continue to perform well over the forecast period

CATEGORY DATA

Table 112 Sales of Footwear by Category: Volume 2015-2020 Table 113 Sales of Footwear by Category: Value 2015-2020 Table 114 Sales of Footwear by Category: % Volume Growth 2015-2020 Table 115 Sales of Footwear by Category: % Value Growth 2015-2020 Table 116 NBO Company Shares of Footwear: % Value 2016-2020 Table 117 LBN Brand Shares of Footwear: % Value 2017-2020 Table 118 Distribution of Footwear by Format: % Value 2015-2020 Table 119 Forecast Sales of Footwear by Category: Volume 2020-2025 Table 120 Forecast Sales of Footwear by Category: Value 2020-2025 Table 121 Forecast Sales of Footwear by Category: % Volume Growth 2020-2025 Table 122 Forecast Sales of Footwear by Category: % Value Growth 2020-2025
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This report originates from Passport, our Apparel and Footwear research and analysis database.

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