In 2021, sales of toilet paper fluctuated, with surges in demand during periods of high infection rates and lockdown restrictions, and a decline during the periods in-between. 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.
Magyar Piszke Papír held a small share in retail tissue in 2021. Toward the end of the year, the company began supplying unpackaged toilet paper to zero waste stores in the country.
In 2021, Hungary had several domestic tissue manufacturing plants, although most of these had been acquired by international owners. The largest competitor for value share in 2021 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, future demand is unlikely to be much affected by economic fluctuations.
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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