Hungary

The on-trade closures during the first half of 2021 did not deter cider lovers, who continued to enthusiastically purchase cider off-trade. Sweet, fruity, low alcoholic drinks like cider continued to appeal, especially to younger consumers and women,…

With COVID-19 still affecting consumers’ lives for most of the year, laundry care, the most dominant category within home care in Hungary, recorded further growth in 2021 as frequent laundry care to prevent the spread of germs and viruses lead to…

With COVID-19 still present in Hungary in 2021, consumers continued to spend more time at home, working and studying from home, especially at the beginning of the year. This resulted in rising demand for home cleaning products, particularly…

In 2021, organic beverages will remain a somewhat niche and underdeveloped product area in Hungary. Awareness of such products is not as high compared to other European countries. Likewise, many Hungarians are very price sensitive so even if they are…

After somewhat stable price development in tea, the category experienced a strong unit price spike in 2020. Prices continued to rise in 2021, although the situation did show some signs of stabilisation. This was mostly stimulated by the ongoing…

The tobacco market remained stable in Hungary, overall, in 2021. COVID-19 did not cause any major disruption, but there was a big difference in the performance of individual categories. Some segments, such as cigars or pipe tobacco, benefited from…

Colour cosmetics was among the areas of the Hungarian beauty and personal care market worst affected by COVID-19 in 2020, with the vast majority of categories posting steep declines in volume and current value terms as consumers became much less…

Wipes recorded further double-digit current value growth in 2021 as the increased focus on hygiene during the ongoing COVID-19 pandemic boosted the use of disposable wipes during the year. General purpose wipes with additional antibacterial features…

In 2021, sales of toilet paper fluctuated, with surges in demand during periods of high infection rates and lockdown restrictions, and a decline during the periods in-between. Mainly larger packs of toilet paper were in demand and there was less of a…

All footwear categories experienced double-digit volume declines in 2020, as home seclusion and restrictions on the operations of physical stores exerted a severe negative impact on sales (footwear was particularly sensitive to store closures, as…

Discounters saw exceptional rises in current value sales during the pandemic in 2020 and 2021, delivering the largest gains amongst grocery retailers. The number of outlets and the sales area also continued to increase, although at much slower rates…

After several years of double-digit growth in total volume terms, RTD tea experienced a significant decline in consumption in Hungary in 2020 due to the onset of the COVID-19 pandemic. By 2021, the category experienced a healthy rebound mostly due to…

Despite the growth of tax-free home distilling of palinka and the still hampered on-trade performance, spirits sales increased dynamically in 2021. During the first half of the year, lockdowns resulted in a strong increase in the home consumption of…

Dogs are increasingly being given the status of a so-called “fur baby” in Hungary, with pet “parents” doting on their dogs and showing a willingness to spend more on dog food to improve their health and wellbeing. In line with this trend, owners are…

Volume sales of premium facial care products grew at impressive rates in 2021. This was partly due to improvements in confidence and spending power among consumers as the Hungarian economy rebounded rapidly from the initial shock of COVID-19.…

The COVID-19 pandemic continued in 2021, which maintained the relevance of proximity, long opening hours and the availability of a wide range of products to enable one-stop grocery shopping. Supermarkets is able to meet all these requirements, and…

The increasing prevalence of insects throughout the country, especially in rural areas, led to growth of home insecticides in 2021. Sales of home insecticides continued to be determined primarily by prevailing weather conditions over the review…

The increasing use of air care products resulted from the rising number of sustainable products available in the market and innovation in terms of new fragrances. Also, Hungarian consumers were used to these products as they were increasingly used…

Sports drinks, which registered strong growth in the years up to the pandemic, was severely negatively impacted by government restrictions to halt the spread of the virus, including lockdowns. Moreover, sports drinks suffers from low awareness in…

The growth of the indigenous Hell energy drinks brand continued in 2021 where it accounted for just under half of overall value sales. The brand maintained robust growth in regular energy drinks in 2020 which it followed with double-digit growth in…