Hungary

Free from products are becoming more and more popular in Hungary. In this vein, gluten-, sugar-, preservative- and sunflower oil-free breakfast cereals witnessed increased demand, even among free from options aimed at children. The highest growth in…

Bread was one of the consumer product types with the highest price increases in Hungary. In May 2022, white bread cost almost one half more than in May 2021, and the high price difference was detected over the whole of the year, compared with…

Gum suffered double-digit negative figure declines during the most restrictive time of COVID-19, mainly due to the fact that gum is an impulse purchase product, typically displayed at checkouts in stores, and attracting consumers on-the-go. During…

The uncertain times of COVID-19 increased the consumption of chocolate confectionery in Hungary, due to consumers sending more time at home during the pandemic lockdowns and working from home diktats, thus creating more opportunities for snacking –…

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…

Hungary has seen a recent rise in people’s willingness to have children, with the number of both marriages and births increasing. According to the Central Statistical Office (KSH), in 2021, nearly 93,000 children were born in the country, a 0.7% rise…

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…

In 2022, only commercial charge cards are available in Hungary, with personal charge cards no longer available. Moreover, commercial charge cards are only offered to top corporate executives and senior managers and there are no indications that this…

In 2022, retailers and consumers in Hungary faced stock disruptions, occasional limits on the quantity of products that could be purchased at any one time and high price increases regarding staple foods. Several staple foods witnessed strong…