Beauty and Personal Care in Hungary

April 2021
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Overview:

Understand the latest market trends and future growth opportunities for the Beauty and Personal Care 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:

  • Baby and Child-Specific Products
  • Bath and Shower
  • Colour Cosmetics
  • Deodorants
  • Depilatories
  • Fragrances
  • Hair Care
  • Men's Grooming
  • Oral Care
  • Skin Care
  • Sun Care
  • Premium Beauty and Personal Care
  • Mass Beauty and Personal Care

If you're in the Beauty and Personal Care 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 Beauty and Personal Care 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 Beauty and Personal Care in Hungary?
  • Which are the leading brands in Hungary?
  • How are products distributed in Hungary?
  • To what extent is e-commerce changing the retail environment and consumer demand?
  • How are sales of mass versus premium beauty products evolving?
  • Which products are seeing rising demand in the wake of COVID-19?
  • Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
  • How is the macroeconomic environment shaping demand?
  • Where is future growth expected to be most dynamic?

Beauty and Personal Care in Hungary

EXECUTIVE SUMMARY

COVID-19 impact on beauty and personal care
COVID-19 country impact
Company response
Retailing shift
What next for beauty and personal care?
Chart 1 Beauty and Personal Care Value Sales Growth Scenarios: 2018-2025 Chart 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2017-2025

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020 Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020 Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020 Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020 Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2015-2020 Table 7 Distribution of Beauty and Personal Care by Format: % Value 2015-2020 Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2020 Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025 Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Mass Beauty and Personal Care in Hungary

KEY DATA FINDINGS

2020 IMPACT

COVID-19 impacts mass beauty and personal care in different ways across the subcategories
Stockpiling and seasonal gifting boost sales in key areas, but consumer attention shifts toward cheaper varieties
Growing sophistication of private label ranges puts pressure on leading multinationals in 2020

RECOVERY AND OPPORTUNITIES

Cautious spending habits will continue to affect mass beauty and personal care in different ways across product areas
International brands will continue to dominate, but smaller niche players are likely to emerge
Online platforms will continue to drive trends in mass beauty and personal care products, especially in make-up

CATEGORY DATA

Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020 Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020 Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020 Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025 Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025

Premium Beauty and Personal Care in Hungary

KEY DATA FINDINGS

2020 IMPACT

Most premium beauty and personal care see steep declines in 2020, but premium baby and child-specific products, hand care and bath and shower remain resilient
Premium products perform worse than mass products as unit prices decline
Blurring of the line between premium and mass beauty and personal care continues in 2020

RECOVERY AND OPPORTUNITIES

Most categories within premium beauty and personal care are set to recover in 2021, but growth will remain muted in many categories across the forecast period
Premium products will recover more slowly than mass products as the line between the categories becomes less clear
E-commerce will continue to drive trends in premium beauty and personal care products, especially in make-up

CATEGORY DATA

Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020 Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020 Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020 Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025 Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025

Baby and Child-Specific Products in Hungary

KEY DATA FINDINGS

2020 IMPACT

Baby and child-specific products sees decline in 2020 despite strong growth in baby wipes
Lead players retain their rankings in 2020 thanks to brand dominance
Johnson & Johnson maintains the lead, but private label sees growth in 2020 thanks to expanding and more sophisticated baby care ranges

RECOVERY AND OPPORTUNITIES

Baby and child-specific sun care will see growth in the years ahead as Hungarians spend more time out of doors
Government initiatives will remain a key factor for growth in baby and child-specific products
E-commerce and naturally positioned products are set to gain ground over the forecast period

CATEGORY DATA

Table 23 Sales of Baby and Child-specific Products by Category: Value 2015-2020 Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020 Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020 Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020 Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020 Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2017-2020 Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020 Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2017-2020 Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025 Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025 Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025

Bath and Shower in Hungary

KEY DATA FINDINGS

2020 IMPACT

Hand sanitisers see widespread use in 2020 as consumers seek to limit the risk of contagion
The extremely strong performance of liquid soap gives bath and shower an overall boost, despite losses in other areas
Unilever holds its top ranking but loses some share to rival Colgate-Palmolive

RECOVERY AND OPPORTUNITIES

Mixed performance expected among bath and shower categories in the future, with growth driven by increased hygiene habits among wary consumers
Essential products will perform well, especially body wash/shower gels
Evolving consumer expectations will lead to a focus on natural ingredients and innovative formulas in the future

CATEGORY DATA

Table 34 Sales of Bath and Shower by Category: Value 2015-2020 Table 35 Sales of Bath and Shower by Category: % Value Growth 2015-2020 Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020 Table 37 NBO Company Shares of Bath and Shower: % Value 2016-2020 Table 38 LBN Brand Shares of Bath and Shower: % Value 2017-2020 Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020 Table 40 Forecast Sales of Bath and Shower by Category: Value 2020-2025 Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025 Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025

Colour Cosmetics in Hungary

KEY DATA FINDINGS

2020 IMPACT

Colour cosmetics is one of the worst affected categories in 2020 as mask-wearing and reduced socialising limit use
Essence grows brand presence to put pressure on leading players in 2020
Growing consumer awareness of ingredients favours natural formulas

RECOVERY AND OPPORTUNITIES

Return to growth over the forecast period, but consumers will remain cautious in their spending habits
Foreign brands available through e-commerce offer scope for growth in colour cosmetics in Hungary
The competitive landscape will remain relatively stable, but more affordable brands are set to gain ground

CATEGORY DATA

Table 43 Sales of Colour Cosmetics by Category: Value 2015-2020 Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020 Table 45 NBO Company Shares of Colour Cosmetics: % Value 2016-2020 Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020 Table 47 LBN Brand Shares of Eye Make-up: % Value 2017-2020 Table 48 LBN Brand Shares of Facial Make-up: % Value 2017-2020 Table 49 LBN Brand Shares of Lip Products: % Value 2017-2020 Table 50 LBN Brand Shares of Nail Products: % Value 2017-2020 Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020 Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025 Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025

Deodorants in Hungary

KEY DATA FINDINGS

2020 IMPACT

Deodorants sees decline as consumers stay at home during lockdown
Natural formulas and enhanced performance for new deodorant products in 2020
Unilever holds its position, but private label and others gain ground thanks to their affordability

RECOVERY AND OPPORTUNITIES

Deodorants will see growth in the coming years, but some product areas will struggle to expand their sales
Innovations and new launches will favour natural and environmentally friendly formulas and packaging
The competitive landscape will remain fairly stable over the forecast period

CATEGORY DATA

Table 54 Sales of Deodorants by Category: Value 2015-2020 Table 55 Sales of Deodorants by Category: % Value Growth 2015-2020 Table 56 Sales of Deodorants by Premium vs Mass: % Value 2015-2020 Table 57 NBO Company Shares of Deodorants: % Value 2016-2020 Table 58 LBN Brand Shares of Deodorants: % Value 2017-2020 Table 59 LBN Brand Shares of Premium Deodorants: % Value 2017-2020 Table 60 Forecast Sales of Deodorants by Category: Value 2020-2025 Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025 Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2020-2025

Depilatories in Hungary

KEY DATA FINDINGS

2020 IMPACT

Depilatories sees some decline but this is mitigated by at-home hair remover solutions as salons close
Veet and Gillette remain leading brands in depilatories in 2020
Consumers embrace new technology as men’s interest in hair removal products grows

RECOVERY AND OPPORTUNITIES

Depilatories will see steady recovery across the forecast period, but unit prices will likely decline
Low-cost options available from discounters will appeal to price-conscious Hungarians in the coming years
New technology will pose an ongoing threat to standard depilatories

CATEGORY DATA

Table 63 Sales of Depilatories by Category: Value 2015-2020 Table 64 Sales of Depilatories by Category: % Value Growth 2015-2020 Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2016-2020 Table 66 NBO Company Shares of Depilatories: % Value 2016-2020 Table 67 LBN Brand Shares of Depilatories: % Value 2017-2020 Table 68 Forecast Sales of Depilatories by Category: Value 2020-2025 Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025

Fragrances in Hungary

KEY DATA FINDINGS

2020 IMPACT

Fragrances is impacted by lockdown and reduced incomes, as these products are regarded as non-essential
Retail shifts favour e-commerce and direct selling in 2020 for sales of fragrances
Avon retains lead in mass fragrances as Giorgio Armani leads premium in 2020

RECOVERY AND OPPORTUNITIES

Fragrances will see a resurgence in popularity in 2021 as social events resume and consumer spending rises once more
Retailers face an uncertain future as e-commerce develops and tourism remains weak
Avon will retain its lead, but emerging brands available from foreign e-commerce may gain ground

CATEGORY DATA

Table 70 Sales of Fragrances by Category: Value 2015-2020 Table 71 Sales of Fragrances by Category: % Value Growth 2015-2020 Table 72 NBO Company Shares of Fragrances: % Value 2016-2020 Table 73 LBN Brand Shares of Fragrances: % Value 2017-2020 Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020 Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020 Table 76 Forecast Sales of Fragrances by Category: Value 2020-2025 Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025

Hair Care in Hungary

KEY DATA FINDINGS

2020 IMPACT

Colourants is one of the few categories to benefit from COVID-19 as hair salon closures drive DIY hair dyeing
Mass brands see slower declines than premium brands in 2020, as consumers prioritise value for money
Performance and natural focus drive product development in the battle for share in 2020

RECOVERY AND OPPORTUNITIES

A return to normal activity will stimulate growth in essential shampoos and conditioners in the years ahead
Recovery will depend on a successful vaccination programme and easing of restrictions
Premium ingredients and formulas will gain popularity in the years ahead

CATEGORY DATA

Table 78 Sales of Hair Care by Category: Value 2015-2020 Table 79 Sales of Hair Care by Category: % Value Growth 2015-2020 Table 80 Sales of Hair Care by Premium vs Mass: % Value 2015-2020 Table 81 NBO Company Shares of Hair Care: % Value 2016-2020 Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020 Table 83 LBN Brand Shares of Hair Care: % Value 2017-2020 Table 84 LBN Brand Shares of Colourants: % Value 2017-2020 Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020 Table 86 LBN Brand Shares of Styling Agents: % Value 2017-2020 Table 87 LBN Brand Shares of Premium Hair Care: % Value 2017-2020 Table 88 Forecast Sales of Hair Care by Category: Value 2020-2025 Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025 Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025

Men's Grooming in Hungary

KEY DATA FINDINGS

2020 IMPACT

Men’s grooming suffers from lockdown and cancellation of social and sporting activities
International players and private label consolidate share in an increasingly competitive arena
Men’s grooming remains an evolving category with a growing range of specialist products available

RECOVERY AND OPPORTUNITIES

Men’s grooming is expected to see growth from 2021 onwards, but some categories will take longer to recover
Recovery will depend on a return to pre-COVID-19 grooming habits
Natural and added value products will gain ground but remain niche for the foreseeable future

CATEGORY DATA

Table 91 Sales of Men’s Grooming by Category: Value 2015-2020 Table 92 Sales of Men’s Grooming by Category: % Value Growth 2015-2020 Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020 Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2017-2020 Table 95 NBO Company Shares of Men’s Grooming: % Value 2016-2020 Table 96 LBN Brand Shares of Men’s Grooming: % Value 2017-2020 Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020 Table 98 Forecast Sales of Men’s Grooming by Category: Value 2020-2025 Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2020-2025

Oral Care in Hungary

KEY DATA FINDINGS

2020 IMPACT

Contradictory forces dictate the performance of oral care in Hungary in 2020
Dm-Drogerie Markt maintains its relevance within private label by investing in education and training
Players retain their respective positions in a stable product arena

RECOVERY AND OPPORTUNITIES

Innovation will be seen in electric toothbrushes and in whitening products
Oral care will see good current value growth across the forecast period, driven by sales of electronic toothbrushes, mouthwashes and tooth whiteners
Private label is set to perform well in the years ahead, reflecting economic fragility

CATEGORY DATA

Table 100 Sales of Oral Care by Category: Value 2015-2020 Table 101 Sales of Oral Care by Category: % Value Growth 2015-2020 Table 102 Sales of Toothbrushes by Category: Value 2015-2020 Table 103 Sales of Toothbrushes by Category: % Value Growth 2015-2020 Table 104 Sales of Toothpaste by Type: % Value Breakdown 2016-2020 Table 105 NBO Company Shares of Oral Care: % Value 2016-2020 Table 106 LBN Brand Shares of Oral Care: % Value 2017-2020 Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2017-2020 Table 108 LBN Brand Shares of Toothpaste: % Value 2017-2020 Table 109 Forecast Sales of Oral Care by Category: Value 2020-2025 Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025 Table 111 Forecast Sales of Toothbrushes by Category: Value 2020-2025 Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025

Skin Care in Hungary

KEY DATA FINDINGS

2020 IMPACT

Complex factors combine to impact skin care performance in 2020
Consumers simplify their skin care regimens and switch to online shopping
Innovation leads to more targeted skin care solutions in 2020

RECOVERY AND OPPORTUNITIES

Skin care is set to rebound quickly, but the economic impact of COVID-19 will favour mass products over premium ranges
Innovation will be key to maintaining growth in skin care in the years ahead
E-commerce will continue apace as consumers shift online

CATEGORY DATA

Table 113 Sales of Skin Care by Category: Value 2015-2020 Table 114 Sales of Skin Care by Category: % Value Growth 2015-2020 Table 115 NBO Company Shares of Skin Care: % Value 2016-2020 Table 116 LBN Brand Shares of Skin Care: % Value 2017-2020 Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2017-2020 Table 118 LBN Brand Shares of Anti-agers: % Value 2017-2020 Table 119 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2017-2020 Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2017-2020 Table 121 LBN Brand Shares of Premium Skin Care: % Value 2017-2020 Table 122 Forecast Sales of Skin Care by Category: Value 2020-2025 Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025

Sun Care in Hungary

KEY DATA FINDINGS

2020 IMPACT

Sun care is hit hard in 2020 as travel is limited and Hungarians spend more time at home
Leading players maintain positions due to brand strength and dominance of mass products in 2020
Educational campaigns remain important drivers for sun care but move online in 2020

RECOVERY AND OPPORTUNITIES

The future for sun care is bright as Hungarians spend more time out of doors and abroad
Recovery will depend on travel restrictions easing and good weather during the summer months
Sun care will be used more frequently for everyday use as cross-category products emerge

CATEGORY DATA

Table 124 Sales of Sun Care by Category: Value 2015-2020 Table 125 Sales of Sun Care by Category: % Value Growth 2015-2020 Table 126 NBO Company Shares of Sun Care: % Value 2016-2020 Table 127 LBN Brand Shares of Sun Care: % Value 2017-2020 Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020 Table 129 Forecast Sales of Sun Care by Category: Value 2020-2025 Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025
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This report originates from Passport, our Beauty and Personal Care research and analysis database.

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