Executive Summary

Mar 2019
PROSPECTS
Government programmes support families pledging to have more children

The outlook for nappies/diapers/pants improved due to the positive effects of the government programme supporting families with children. The economy is also improving, and this increases optimism and the willingness to plan more children earlier.

Frequency of usage of nappies/diapers slows as technology improves

Despite the improving economy and growing disposable incomes in households, the penetration of nappies/ diapers/pants hardly seems to change. Based on interviews with young parents, budgets remain tight, and nappies/diapers take up a large proportion of household spending, and parents thus need to economise.

Disposable pants to grow as economic and lifestyle changes influence consumer habits

Home loans are becoming more popular as unemployment rates decline rapidly, creating growing requirements for young mothers to return to work earlier, often placing children in kindergarten at the age of two where it is simpler and more convenient to use modern disposable pants than nappies/diapers. Another aspect of changing lifestyles is that more families take their small children and babies with them for activities, with baby swimming, for example, becoming popular.

COMPETITIVE LANDSCAPE
International brands lead

Little change was observed in the competitive landscape of nappies/diapers/pants in 2018, with Procter & Gamble Magyarország Nagykereskedelmi and Essity Hungary leading with relatively stable shares despite the higher prices of their premium brands. Trust matters for Hungarians in baby care products.

Private label by discounters and hypermarket chains gains ground by offering affordable quality

As discounters (Lidl, Aldi) and hypermarket chain operators (Tesco, Auchan) continue to upgrade the quality of their tissue and hygiene products, more young parents are discovering they can find affordable alternatives to premium brands. The unit price and quality of private label nappies/diapers by discounters, drugstores and hypermarkets increasingly attract consumers on a tight family budget to switch from the expensive leading brands and even from trusted private label products such as those of dm-Drogerie Markt and Rossmann Magyarország.

Online presence becoming key for baby products

One of the top drugstore chains, dm-Drogerie Markt, followed its competitor, Rossmann Magyarország, by opening its online store with inexpensive countrywide home delivery options in the spring of 2018. An online presence is becoming key due to the number of online stores, while their turnover is rapidly growing.

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Nappies/Diapers/Pants in Hungary

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Overview

Discover the latest market trends and uncover sources of future market growth for the Nappies/Diapers/Pants industry in Hungary with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Nappies/Diapers/Pants industry in Hungary, our research will save you time and money while empowering you to make informed, profitable decisions.

The Nappies/Diapers/Pants in Hungary market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Nappies/Diapers/Pants in Hungary?
  • What are the major brands in Hungary?
  • How are decreasing birth rates in developed economies impact the sales of nappies/diapers/pants?
  • Which countries offer the biggest potential for environmentally friendly nappies/diapers?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tissue and Hygiene market research database.

Nappies/Diapers/Pants in Hungary - Category analysis

HEADLINES

PROSPECTS

Government programmes support families pledging to have more children
Frequency of usage of nappies/diapers slows as technology improves
Disposable pants to grow as economic and lifestyle changes influence consumer habits

COMPETITIVE LANDSCAPE

International brands lead
Private label by discounters and hypermarket chains gains ground by offering affordable quality
Online presence becoming key for baby products

CATEGORY DATA

Table 1 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 2 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 5 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 6 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Tissue and Hygiene in Hungary - Industry Overview

EXECUTIVE SUMMARY

Strong growth as the Hungarian economy performs well
Convenient, high-quality products and the search for comfort drive growth
International brands lead, competition from private label increases
Affordable quality private label options gain share
Positive outlook as growth trends set to continue

MARKET INDICATORS

Table 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources