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Country Report

Retail Tissue in

Retail Tissue in Hungary

Mar 2019

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Strengthening spending power helps drive continued growth

Despite the relative maturity of retail tissue, value sales were still able to register dynamic growth in 2018, chiefly thanks to strengthening consumer purchasing power. Hungarians can afford to spend more on staples, and tissue products, including toilet paper, facial tissues and even kitchen towels are viewed as essential items in every household.

Multi-use paper towels take share from napkins

Within retail tissue, paper towels continued to exceed expectations, recording strong growth for a number of years in a row. A growing number of consumers are used to the convenience of paper towels, which are suitable for multiple uses in households.

Premiumisation in retail tissue continues, although the number of layers reaches its limit

Thanks to the expansion of higher-quality private label products at affordable prices, most Hungarian consumers have upgraded to multi-layer tissue products, with the exception of napkins, which remain single-ply, while in toilet paper and facial tissue three and even four layers are becoming common and affordable for middle-income segments. Premiumisation is also affecting the design of packaging and the printing of tissue products, with personalisation in terms of colours and patterns appearing more often in boxed facial tissues, pocket handkerchiefs and paper towels.

COMPETITIVE LANDSCAPE

Domestic manufacturing with international owners determines retail tissue

Hungary has several domestic tissue manufacturing plants, although most of these have been acquired by international owners. Sofidel Hungary, which leads value sales, acquired the Hungarian-owned company Forest Papír.

Channels relatively stable, with a shift towards drugstores and discounters

Sales of retail tissue products are concentrated, with the majority of value sales through outlets of above 400 square metres. However, sales through smaller outlets were stable in 2018.

Innovation helps drive growth in retail tissue

Companies strive to gain share in tissue by innovation and new product launches. The leaders in innovation are international, including Essity Hungary with its Zewa brand, Sofidel with Regina and local manufacturer, Vajda Papír, with its Ooops! brand.

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Samples

Retail Tissue Market Sample Report Retail Tissue Market Sample Data

Overview

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.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Retail Tissue 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 Retail Tissue industry in Hungary, our research will save you time and money while empowering you to make informed, profitable decisions.

The Retail Tissue 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 Retail Tissue in Hungary?
What are the major brands in Hungary?
What is the performance of pocket handkerchiefs vs boxed facial tissues?
What are the key new product launches in the tissues market?

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.

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Retail Tissue in Hungary - Category analysis

HEADLINES

PROSPECTS

Strengthening spending power helps drive continued growth

Multi-use paper towels take share from napkins

Premiumisation in retail tissue continues, although the number of layers reaches its limit

COMPETITIVE LANDSCAPE

Domestic manufacturing with international owners determines retail tissue

Channels relatively stable, with a shift towards drugstores and discounters

Innovation helps drive growth in retail tissue

CATEGORY DATA

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

Megatrends

Country Report

Retail Tissue in Hungary

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Executive Summary

New Report Guarantee

PROSPECTS

Strengthening spending power helps drive continued growth

Multi-use paper towels take share from napkins

Premiumisation in retail tissue continues, although the number of layers reaches its limit

COMPETITIVE LANDSCAPE

Domestic manufacturing with international owners determines retail tissue

Channels relatively stable, with a shift towards drugstores and discounters

Innovation helps drive growth in retail tissue

Samples

Overview

Why buy this report?

Samples: FAQs about samples

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Table of Contents

Retail Tissue in Hungary - Category analysis

HEADLINES

PROSPECTS

Strengthening spending power helps drive continued growth

Multi-use paper towels take share from napkins

Premiumisation in retail tissue continues, although the number of layers reaches its limit

COMPETITIVE LANDSCAPE

Domestic manufacturing with international owners determines retail tissue

Channels relatively stable, with a shift towards drugstores and discounters

Innovation helps drive growth in retail tissue

CATEGORY DATA

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

MARKET DATA

DEFINITIONS

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