The Hungarian government’s imposing of a lockdown in response to the COVID-19 pandemic prompted residents to purchase significantly more toilet paper in March through fear of an insecure supply. Mainly larger packs of toilet paper were in demand and there was less of a focus on price/value, scented/non-scented toilet paper types.
It is difficult to innovate in this category, but Sofidel Hungary managed to launch a new product concept in 2020, namely Regina Skin - a new paper handkerchief that combines practicality and style. The premium Regina Skin handkerchief reportedly appeals to even the most demanding consumers.
In 2020, Hungary had several domestic tissue manufacturing plants, although most of these had been acquired by international owners. The largest competitor for value share in 2020 was Essity Hungary, which was SCA Hygiene Products Kft until its acquisition three years previously.
Further value and volume growth is expected in retail tissue over the course of the forecast period, on par with the growth recorded over the review period. As retail tissue products are required continuously by households, the COVID-19 pandemic has not significantly impacted the future strategies of players in the category.
An increased focus on hygiene at home in the wake of COVID-19 is expected to boost demand for paper towels and trigger innovation in the category, for instance products that are more absorbent, eco-friendly, and reusable sheets. Before the pandemic, eco trends were increasingly significant in retail tissue, with all major brands working on environmental protection and sustainability in some form.
Premiumisation may decline over the forecast period due to consumers’ reduced willingness to spend in uncertain economic times. Rising standards were seen at the end of the review period, with consumers preferring toilet paper and facial tissues with more layers for strength and absorbency, and paper towels that perform a specific task.
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Understand the latest market trends and future growth opportunities for the Retail Tissue 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 Retail Tissue research and analysis database.
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