In 2020, sales of home care products in Hungary were boosted by stockpiling among consumers in response to COVID-19. Another impact of the lockdown has been a shift towards larger packaging formats that last longer and are more cost effective.
Laundry care, as the most dominant category within home care in Hungary, continued to grow over the review period. However, the performance of individual areas fluctuated.
Trusted international companies remain the key players in laundry care. Despite strong competition from Procter & Gamble, Henkel Magyarország, with its wide portfolio of well-known brands such as Persil, Tomi, Silan and Biopon, has been able to meet the needs of all consumer segments.
Over the coming years, laundry care sales are expected to stabilise as the impact of the COVID-19 virus subsides. Rising consumer confidence is set to result in more “normal” usage of laundry detergents.
Concentrated liquid detergents steadily gained volume share during the review period at the expense of other liquid and powder detergent formats. Customers tend to prefer liquids over powder, although the average price per wash of powders is still significantly lower.
Other laundry aids started to boost sales over the review period thanks to the many innovations launched in the category. Due to increasing disposable incomes, consumers are willing to spend money on less essential laundry products in order to improve their laundry experience.
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Understand the latest market trends and future growth opportunities for the Laundry Care industry in Hungary with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Laundry Care research and analysis database.
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