Select Country Report
2025 Developments
Retail in Hungary demonstrated resilience in 2025, achieving current value growth of 6% to HUF15,373.4 billion, outpacing the broader economic recovery marked by real GDP growth of 1%. Hungary's retail environment remains highly attractive for brands capable of navigating ongoing regulatory constraints and cost pressures, as persistent state interventions and a progressive tax regime compress margins for large and foreign operators. Leading players are responding by sharpening their focus on value and convenience, as seen in the rapid expansion of discounters and the strong momentum of retail e-commerce, which grew by 17% to HUF1,489.5 billion, fuelled by the aggressive entry of global platforms such as Temu and Shein. The ongoing shift in consumer expectations—towards low prices, digital engagement, and broader assortments—signals that future success will depend on data-driven innovation, agile pricing strategies, and omnichannel investment. For brands, winning strategies in Hungary require adapting to margin pressures, leveraging digital loyalty, and embracing targeted outreach and efficient logistics to retain relevance and drive growth in a market shaped by both local competition and cross-border disruption.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail industry in Hungary with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Convenience Stores
- Discounters
- Hypermarkets
- Supermarkets
- Traditional Grocery Retailers
- Apparel and Footwear Specialist Retailers
- Electronics and Appliance Specialist Retailers
- Health and Beauty Specialist Retailers
- Home and Garden Specialist Retailers
- Department Stores
- Variety Stores
- Warehouse Clubs
- Direct Selling
- Homeshopping
- Vending
If you're in the Retail industry in Hungary, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Retail in Hungary report includes:
- Analysis of key retail trends
- Detailed segmentation of offline and online retail sales
- Historic channel sizes (retail value sales, outlet counts, and selling space)
- Company and brand market shares (retail value sales and outlet counts)
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Retail in Hungary?
- Which are the leading retailers in Retail in Hungary?
- How are products distributed in Retail in Hungary?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How significant are discounters and private label in Hungary?
- To what extent are sales shifting towards digital channels?
- What is the long-term outlook for bricks-and-mortar?
- How is macroeconomic and political uncertainty affecting the retail industry?
- What types of retailers are seeing the fastest growth in digital sales?
- What is the future of retail?
Retail in Hungary
2025 Developments
Key Data Insights
Chart 1 Key Industry Trends for Retail
Discounters and E-Commerce Platforms Outpace Traditional Formats
Chart 2 Discounters Gain Share
Lidl and Penny Attract Value-Seeking Shoppers with Loyalty and Assortment
Temu and Shein Reshape Price Expectations with Direct Supply Chains
Chart 3 Cross-Border Marketplaces Reshape Retail Landscape
Chart 4 Value Sales 2020-2030
Chart 5 Value Sales by Category 2025
E-Commerce and Discounters to Capture Demand for Value and Variety
Price Controls and Income Trends Reshape Competitive Strategies and Demand
Chart 6 Forecast Value Sales 2020-2030
Chart 7 Forecast Value Sales by Category 2025-2030
Chart 8 Analyst Insight for Retail
Temu and Shein Intensify Pressure on Local Retailers’ Margins
Lidl 4 Keréken and Screvo Drive Innovation and Outreach
Chart 9 Lidl Launches Mobile Store
Chart 10 Company Shares 2025
Chart 11 Brand Shares 2025
Informal Retail
Opening Hours for Physical Retail
Chart 12 Standard Opening Hours by Channel Type 2025
Seasonality
Black Friday
Christmas
Back-to-school
Chart 13 Economic Context for Retail
Chart 14 Real Gdp Growth 2020-2030
Chart 15 Inflation 2020-2030
Chart 16 Consumer Context for Retail
Chart 17 Population 2020-2030
Chart 18 Population by Generation 2025
Convenience Retailers in Hungary
Key Data Insights
Convenience Retailers Summary
Chart 19 Key Industry Trends for Convenience Retailers
Lidl Brings Affordable Groceries to Rural Households as Small Stores Disappear
Chart 20 Discounters Eat into Convenience Stores' Territory
Electric Vehicles Drive Forecourt Retailers to Reinvent Their Offer
Chart 21 Forecourt Retailers Evolving to Meet Demands of Ev Drivers
Chart 22 Value Sales 2020-2030
Chart 23 Value Sales by Category 2025
Small Rural Shops Rely on State Support to Survive Structural Pressures
Forecourt Operators Attract Dual-Purpose Visits to Drive Steady Gains
Chart 24 Forecast Value Sales 2020-2030
Chart 25 Forecast Value Sales by Category 2025-2030
Chart 26 Analyst Insight for Convenience Retailers
Cba Strengthens Position as Kerekes Joins Franchise Network
Chart 27 Company Shares 2025
Chart 28 Brand Shares 2025
Chart 29 Economic Context for Convenience Retailers
Chart 30 Real Gdp Growth 2020-2030
Chart 31 Inflation 2020-2030
Chart 32 Consumer Context for Convenience Retailers
Chart 33 Population 2020-2030
Chart 34 Population by Generation 2025
Supermarkets in Hungary
Key Data Insights
Supermarkets Summary
Chart 35 Key Industry Trends for Supermarkets
Tesco Intensifies Urban Rivalry as Discounters Capture Frequent Shoppers
Chart 36 Tesco Launches Premier
Lidl and Aldi Erode Loyalty with Data-Driven Discounting
Chart 37 Discounters Are Challenging Supermarkets
Chart 38 Value Sales 2020-2030
Discounters Expand into Residential Zones and Erode Supermarket Share
Retail Margin Caps and Taxes Squeeze Profitability for Large Operators
Chart 39 Forecast Value Sales 2020-2030
Chart 40 Analyst Insight for Supermarkets
Spar Builds Urban Presence to Expand Sales Lead
Chart 41 Company Shares 2025
Chart 42 Brand Shares 2025
Chart 43 Economic Context for Supermarkets
Chart 44 Real Gdp Growth 2020-2030
Chart 45 Inflation 2020-2030
Chart 46 Consumer Context for Supermarkets
Chart 47 Population 2020-2030
Chart 48 Population by Generation 2025
Hypermarkets in Hungary
Key Data Insights
Hypermarkets Summary
Chart 49 Key Industry Trends for Hypermarkets
Tesco Trials Smaller Formats to Counter Discounter Threat
Chart 50 Tesco Turns to Premier as Discounters Thrive
Private Label Competition Grows
Chart 51 Value Sales 2020-2030
Discounters Set to Outpace Hypermarkets as Margin Caps Limit Expansion
Chart 52 Forecast Value Sales 2020-2030
Chart 53 Analyst Insight for Hypermarkets
Tesco Retains Lead as Expansion Stalls Due to Restrictions on New Outlets
Chart 54 Plaza Stop Act Limits Expansion Opportunities
Chart 55 Company Shares 2025
Chart 56 Brand Shares 2025
Chart 57 Economic Context for Hypermarkets
Chart 58 Real Gdp Growth 2020-2030
Chart 59 Inflation 2020-2030
Chart 60 Consumer Context for Hypermarkets
Chart 61 Population 2020-2030
Chart 62 Population by Generation 2025
Discounters in Hungary
Key Data Insights
Discounters Summary
Chart 63 Key Industry Trends for Discounters
Lidl Expands Non-Food Offer and Mobile Stores to Capture Value-Focused Shoppers
Chart 64 Lidl's Non-Food Strategy Finds Success
Chart 65 Value Sales 2020-2030
Lidl, Aldi and Penny Market Leverage Price Focus to Capture Value-Driven Shoppers
Svetofor’S Ultra-Hard Discounter Model Set to Increase Price Competition
Chart 66 Forecast Value Sales 2020-2030
Chart 67 Analyst Insight for Discounters
Lidl Leverages Logistics and Innovation to Widen Sales Lead
Chart 68 Lidl Launches Mobile Stores
Chart 69 Company Shares 2025
Chart 70 Brand Shares 2025
Chart 71 Economic Context for Discounters
Chart 72 Real Gdp Growth 2020-2030
Chart 73 Inflation 2020-2030
Chart 74 Consumer Context for Discounters
Chart 75 Population 2020-2030
Chart 76 Population by Generation 2025
Small Local Grocers in Hungary
Key Data Insights
Small Local Grocers Summary
Local Entrepreneurs Face Mounting Pressure From Modern Retail
Independent Neighbourhood Stores Are Disappearing From the Market
Chart 77 Value Sales 2020-2030
Niche Grocers Attract Targeted Demand as Independents Decline
Structural Barriers Stall Grocery Chain Expansion
Chart 78 Forecast Value Sales 2020-2030
Family Frost Leverages Direct Delivery as Independents Maintain Dominance
Chart 79 Company Shares 2025
Chart 80 Brand Shares 2025
Chart 81 Economic Context for Small Local Grocers
Chart 82 Real Gdp Growth 2020-2030
Chart 83 Inflation 2020-2030
Chart 84 Consumer Context for Small Local Grocers
Chart 85 Population 2020-2030
Chart 86 Population by Generation 2025
General Merchandise Stores in Hungary
Key Data Insights
General Merchandise Stores Summary
Chart 87 Key Industry Trends for General Merchandise Stores
Variety Stores Thriving Despite Competition From Discounters
Chart 88 Private Label Gap Puts Variety Stores at a Competitive Disadvantage
Lidl and Aldi Leverage Private Label to Widen the Gap with Variety Stores
Chart 89 Value Sales 2020-2030
Chart 90 Value Sales by Category 2025
Variety Store Chains Expand Presence as Independents Face Closure
Department Stores Remain Commercially Unviable
Chart 91 Forecast Value Sales 2020-2030
Chart 92 Forecast Value Sales by Category 2025-2030
Chart 93 Analyst Insight for General Merchandise Stores
Tedi Accelerates Expansion Plans as Independents Exit the Channel
Chart 94 Tedi Pursues Aggressive Expansion Plan
Chart 95 Company Shares 2025
Chart 96 Brand Shares 2025
Chart 97 Economic Context for General Merchandise Stores
Chart 98 Real Gdp Growth 2020-2030
Chart 99 Inflation 2020-2030
Chart 100 Consumer Context for General Merchandise Stores
Chart 101 Population 2020-2030
Chart 102 Population by Generation 2025
Apparel and Footwear Specialists in Hungary
Key Data Insights
Apparel and Footwear Specialists Summary
Chart 103 Key Industry Trends for Apparel and Footwear Specialists
Shoppers Drawn to Fast Fashion Chains
Chart 104 Sinsay Offers Youthful Fast-Fashion Formula
Temu’S Presence Redefines Hungary’S Fashion Market
Chart 105 Value Sales 2020-2030
E-Commerce and Chains to Push More Independents Out of the Market
Sneaker Specialists and Athleisure Drive Growth Amid Omnichannel Overhaul
Chart 106 Forecast Value Sales 2020-2030
Chart 107 Analyst Insight for Apparel and Footwear Specialists
Pepco Leverages Store Expansion to Widen Sales Lead
Chart 108 Pepco Celebrates 10 Years in Hungary
Dorko Simplifies Its Assortment to Boost Profitability
Chart 109 Company Shares 2025
Chart 110 Brand Shares 2025
Chart 111 Economic Context for Apparel and Footwear Specialists
Chart 112 Real Gdp Growth 2020-2030
Chart 113 Inflation 2020-2030
Chart 114 Consumer Context for Apparel and Footwear Specialists
Chart 115 Population 2020-2030
Chart 116 Population by Generation 2025
Appliances and Electronics Specialists in Hungary
Key Data Insights
Appliances and Electronics Specialists Summary
Chart 117 Key Industry Trends for Appliances and Electronics Specialists
Independents Suffer as Hungarians Chase Low Prices
Chart 118 Temu Challenges Store-Based Retailers
Temu Accelerates Digital Shift as Low Prices Trump Quality Concerns
Chart 119 Value Sales 2020-2030
Emag Exits Physical Retail as Alza.Hu Extends Omnichannel Reach
Chart 120 Emag Closes Last Physical Outlet
Retail Shakeup: Online Models Pushing Smaller Players Out
Chart 121 Forecast Value Sales 2020-2030
Chart 122 Analyst Insight for Appliances and Electronics Specialists
Media Markt Modernises Stores as Focus Shifts to Expert Services
In-Store Services Drive Expert’S Rapid Growth
Chart 123 Company Shares 2025
Chart 124 Brand Shares 2025
Chart 125 Economic Context for Appliances and Electronics Specialists
Chart 126 Real Gdp Growth 2020-2030
Chart 127 Inflation 2020-2030
Chart 128 Consumer Context for Appliances and Electronics Specialists
Chart 129 Population 2020-2030
Chart 130 Population by Generation 2025
Home Products Specialists in Hungary
Key Data Insights
Home Products Specialists Summary
Chart 131 Key Industry Trends for Home Products Specialists
Lidl’S Parkside Expansion Puts Pressure on Incumbents
Chart 132 Lidl Challenges Home Improvement Retailers
Home Improvement Leaders Maintain Edge While Pet Shops Accelerate
Ikea’S Omnichannel Revamp Redefines Shopper Expectations
Chart 133 Ikea Opens Largest Fulfillment Store
Chart 134 Value Sales 2020-2030
Chart 135 Value Sales by Category 2025
E-Commerce Reshapes Shopping While State Support Drives Growth
Ikea Expands Online to Meet New Shopper Habits
Chart 136 Forecast Value Sales 2020-2030
Chart 137 Forecast Value Sales by Category 2025-2030
Chart 138 Analyst Insight for Home Products Specialists
Obi Leverages Broad Outlet Network to Sustain Leadership as Rivals Hold Position
Chart 139 Company Shares 2025
Chart 140 Brand Shares 2025
Chart 141 Economic Context for Home Products Specialists
Chart 142 Real Gdp Growth 2020-2030
Chart 143 Inflation 2020-2030
Chart 144 Consumer Context for Home Products Specialists
Chart 145 Population 2020-2030
Chart 146 Population by Generation 2025
Health and Beauty Specialists in Hungary
Key Data Insights
Health and Beauty Specialists Summary
Chart 147 Key Industry Trends for Health and Beauty Specialists
Rossmann and Dm Leverage Loyalty and Omnichannel Strategies to Drive Sales
Pharmacies Gain Share as High-Value Sales Cluster in Urban Areas
Benu Leads Private Label Innovation to Attract Cost-Sensitive Shoppers
Chart 148 Benu Takes the Lead in Private Label Expansion
Chart 149 Value Sales 2020-2030
Chart 150 Value Sales by Category 2025
Pharmacies Sustain Growth as Digital and Wellness Trends Reshape Retail
Digitalisation Sparks Bold Moves in Health and Beauty
Chart 151 Forecast Value Sales 2020-2030
Chart 152 Forecast Value Sales by Category 2025-2030
Chart 153 Analyst Insight for Health and Beauty Specialists
Benu Accelerates Share Gains with Modern Retail Strategy
Chart 154 Rituals Enters Hungary
Chart 155 Company Shares 2025
Chart 156 Brand Shares 2025
Chart 157 Economic Context for Health and Beauty Specialists
Chart 158 Real Gdp Growth 2020-2030
Chart 159 Inflation 2020-2030
Chart 160 Consumer Context for Health and Beauty Specialists
Chart 161 Population 2020-2030
Chart 162 Population by Generation 2025
Vending in Hungary
Key Data Insights
Vending Summary
Soft Drinks Machines Capitalise on Deposit Fee to Drive Value Growth
Chart 163 Value Sales 2020-2030
Chart 164 Value Sales by Category 2025
Coca-Cola Hbc Expands Cashierless Stores to Drive Unmanned Retail
Monyx Digital Wallet Transforms Payment and Loyalty in Automated Retail
Chart 165 Forecast Value Sales 2020-2030
Chart 166 Forecast Value Sales by Category 2025-2030
Coca-Cola Hbc Hungary Kft Secures Lead through Strategic Machine Placement
Chart 167 Company Shares 2025
Chart 168 Brand Shares 2025
Chart 169 Economic Context for Vending
Chart 170 Real Gdp Growth 2020-2030
Chart 171 Inflation 2020-2030
Chart 172 Consumer Context for Vending
Chart 173 Population 2020-2030
Chart 174 Population by Generation 2025
Direct Selling in Hungary
Key Data Insights
Direct Selling Summary
Chart 175 Key Industry Trends for Direct Selling
Direct Selling Agents Move Online as Digital-First Shopping Rises
Direct Selling Companies Pivot Amid Workforce Decline
Chart 176 Value Sales 2020-2030
Chart 177 Value Sales by Category 2025
Sales Set to Benefit From Stabilising Economy
Short Videos and Value Messaging to Reshape Interactions
Chart 178 Forecast Value Sales 2020-2030
Chart 179 Forecast Value Sales by Category 2025-2030
Avon Leverages Omnichannel Expansion to Sustain Its Lead
Chart 180 Tupperware Exits the Market
Chart 181 Company Shares 2025
Chart 182 Brand Shares 2025
Chart 183 Economic Context for Direct Selling
Chart 184 Real Gdp Growth 2020-2030
Chart 185 Inflation 2020-2030
Chart 186 Consumer Context for Direct Selling
Chart 187 Population 2020-2030
Chart 188 Population by Generation 2025
Retail E-Commerce in Hungary
Key Data Insights
Retail E-Commerce Summary
Chart 189 Key Industry Trends for Retail E-Commerce
Marketplace Platforms Redefine Online Shopping Choices
Temu and Aliexpress Erode Domestic Players’ Market Share
Chart 190 E-Commerce Marketplaces Drive Growth
Chart 191 Value Sales 2020-2030
Chart 192 Value Sales by Category 2025
Temu’S Ultra-Low Prices Force Local Players to Pivot to Quality
Global Brands Build Loyalty through Direct-To-Consumer Expansion
Chart 193 Forecast Value Sales 2020-2030
Chart 194 Forecast Value Sales by Category 2025-2030
Local Players Face Mounting Competition
Chart 195 Analyst Insight for Retail E-Commerce
Temu's Cross-Border Model Disrupts Hungary's Online Retail Market
Chart 196 Temu Sees Rapid Rise
Chart 197 Company Shares 2025
Chart 198 Brand Shares 2025
Chart 199 Economic Context for Retail E-Commerce
Chart 200 Real Gdp Growth 2020-2030
Chart 201 Inflation 2020-2030
Chart 202 Consumer Context for Retail E-Commerce
Chart 203 Population 2020-2030
Chart 204 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Retail
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- Convenience Stores
- Forecourt Retailers
- Supermarkets
- Hypermarkets
- Discounters
- Warehouse Clubs
- Food/Drink/Tobacco Specialists
- Small Local Grocers
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- Department Stores
- Variety Stores
- Apparel and Footwear Specialists
- Appliances and Electronics Specialists
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- Home Improvement and Gardening Stores
- Homewares and Home Furnishing Stores
- Pet Shops and Superstores
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- Beauty Specialists
- Pharmacies
- Optical Goods Stores
- Health and Personal Care Stores
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- Bags and Luggage Specialists
- Jewellery and Watch Specialists
- Sports Goods Stores
- Traditional Toys and Games Stores
- Other Non-Grocery Retailers
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- Fashion Vending
- Health and Beauty Vending
- Appliances and Electronics Vending
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- Alcoholic Drinks Vending
- Hot Drinks Vending
- Soft Drinks Vending
- Tobacco Products Vending
- Foods Vending
- Home Products Vending
- Other Products Vending
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- Apparel and Footwear Direct Selling
- Personal Accessories Direct Selling
- Eyewear Direct Selling
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- Beauty and Personal Care Direct Selling
- Consumer Health Direct Selling
- Tissue and Hygiene Direct Selling
- Appliances and Electronics Direct Selling
- Drinks and Tobacco Direct Selling
- Foods Direct Selling
- Home Products Direct Selling
- Other Products Direct Selling
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- Apparel and Footwear E-Commerce
- Personal Accessories E-Commerce
- Eyewear E-Commerce
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- Beauty and Personal Care E-Commerce
- Consumer Health E-Commerce
- Tissue and Hygiene E-Commerce
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- Consumer Appliances E-Commerce
- Consumer Electronics E-Commerce
- Toys and Games E-Commerce
- Drinks and Tobacco E-Commerce
- Foods E-Commerce
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- Home Care E-Commerce
- Home and Garden E-Commerce
- Pet Care E-Commerce
- Other Products E-Commerce
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- First-Party (1P) Marketplace E-Commerce
- Third-Party (3P) Marketplace E-Commerce
- Grocery E-Commerce
- General Merchandiser E-Commerce
- Apparel and Footwear Specialist E-Commerce
- Appliances and Electronics Specialist E-Commerce
- Home Products Specialist E-Commerce
- Health and Beauty Specialist E-Commerce
- Leisure and Personal Goods Specialist E-Commerce
- Other E-Commerce Retailers
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Retail
Retail is the sale of new and used goods to consumers from a business for personal or household consumption from retail outlets, kiosks, market stalls, vending, direct selling and e-commerce. Retail is the aggregation of Retail Offline and Retail E-Commerce. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts. Also excludes fuel sales, foodservice sales, rental transactions, wholesale sales (e.g. Cash and Carry), and sales through cannabis dispensaries in markets where cannabis is sold legally. Sales value excluding or including VAT/Sales Tax. Retail also excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, i.e. retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer that is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retail.
See all of our definitions
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This report originates from Passport, our Retail research and analysis database.
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