Since personal care is strongly related to outlook and trends, the category receives much attention via various online platforms and social media sites, which became increasingly popular over the review period in Hungary. Manufacturers tend to target their audiences with discounts and promotions, as well as by creating interesting content, such as hair care tutorials or product reviews by popular influencers.
Hair care appliances is the most dominant category within personal care, and hair dryers account for the majority of volume sales. Hair care appliances posted stable growth over the review period, mainly thanks to the increasing consciousness of female users regarding choosing the best appliances to style their hair, and to be healthy and fashionable at the same time.
After having a beard became highly fashionable over the review period, particularly among younger generations, the most recent trends suggest different beard-styling methods for men by using shavers and trimmers. Thanks to these trends, traditional barbershops have again become popular in Hungary.
Spectrum Brands Hungária and Philips Hungaria held the lead in personal care appliances in 2018, while the number of strongly positioned companies in each product category is rather limited. It means that these categories are rather concentrated, and it is difficult for smaller companies or newcomers to enter unless they are able to launch outstanding products.
Oral care appliances is clearly dominated by Braun Oral-B. The brand was a pioneer in electric toothbrushes in Hungary and it has continuously widened its product range for every need and in every price segment.
Philips has launched its most innovative concept within men’s grooming, OneBlade. The hybrid appliance makes it possible to trim, edge and shave any length of hair with one blade.
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This industry report originates from Passport, our Consumer Appliances market research database.