Mass beauty and personal care in Hungary has witnessed increased polarisation since the beginning of the pandemic. On the one hand, as the negative economic impact of COVID-19 has weakened confidence and spending power, some lower-income and budget-conscious consumers have migrated to cheaper mass brands and private label products.
K-Beauty brands – ie those from South Korea – continued to perform strongly in mass skin care and colour cosmetics categories in 2021. Drugstores/parapharmacies and beauty specialist retailers have played a key role in raising the profile of such products in Hungary in recent years.
With many Hungarians still spending more time at home than usual due to public health restrictions and fear of contracting COVID-19, demand for mass beauty and personal care products positioned as offering a home spa experience remained buoyant in 2021. Innovation also helped to maintain consumer interest in this area.
Due to environmental and lifestyle factors, sensitive skin and skin allergies are becoming more common among the population in Hungary. Many people have also recently developed skin problems – or found existing conditions have been exacerbated – as a result of changes brought about by the pandemic, such as the wearing of face masks, frequent hand washing and the use of hand sanitisers, reduced exposure to sunlight and fresh air while spending more time at home etc.
Mass beauty and personal care players in Hungary are increasingly updating their portfolios to keep pace with rising concerns about environmental sustainability among consumers. For example, Dove’s body care products are now available in larger and more economical packs made from 100% recycled materials (excluding the caps), while a growing number of products offered under the Nivea brand have biodegradable packaging.
In line with rising health awareness, Hungarians are becoming better informed about the hazards of chemical ingredients widely used in beauty and personal care products. Popular beauty influencers and blogs such as Okosszépség and HelloSkin have also played a key role in educating consumers about these risks in recent years, and are now a trusted source of information for many when making purchasing decisions.
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Understand the latest market trends and future growth opportunities for the Mass 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.
If you're in the Mass 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.
Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.
See All of Our DefinitionsThis report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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