Executive Summary

Mar 2019
PROSPECTS
Comfort and security attract buyers, lifestyle changes drive innovation

In 2018 the growth of fitness lifestyle trends increased pace in Hungary, with an increasing number of Hungarians regularly going to gyms, running, biking or working out with personal trainers. A positive body image and confidence is especially important for young women, who regularly participate in sports activities.

Increasing demand for personalised, specialist products

Sanitary protection is a highly female-orientated category and consumers are increasingly aware of the image these products present. Therefore, fashion trends and general premiumisation are driving expectations.

Major discounting days attract huge crowds and generate high volume sales

Despite the generally improving economy, a large number of consumers still experience financial strains and need to be savvy when buying groceries and tissue and hygiene products. As sanitary protection is usually a pre-planned purchase, the role of discounts and bulk offers are important in driving volume sales.

COMPETITIVE LANDSCAPE
International companies lead with strong advertising and innovation of their premium brands

Sanitary protection is highly concentrated in Hungary, and international brands retain their strong lead. Johnson & Johnson Hungary leads value sales thanks to its dominance in tampons with o b, while it also holds a strong position in pantyliners with Carefree.

Demand for quality and consumer trust and loyalty benefit high-quality brands,

Private label holds the lowest share in tissue and hygiene in sanitary protection, where it has less competitive advantage when trust in the quality of the product is one of the top decision factors for most consumers. Quality is the key, especially in the case of tampons, where Johnson & Johnson Hungary has achieved a near monopoly with o b.

Internet retailing boosted as more drugstores open online stores

Drugstores (health and beauty specialist retailers) generates the highest value in sanitary protection, as this channel offers the widest range of products, attracting consumers with constant special offers and discounts. The channel continued to grow its value sales of tampons and pantyliners in 2018, attracting buyers from hypermarkets.

Want to find out more about this report?
Request more information
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.

Your Recently Viewed Reports

Sanitary Protection in Hungary

Samples: FAQs about samples

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

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

The Sanitary Protection 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 Sanitary Protection in Hungary?
  • What are the major brands in Hungary?
  • What are the key new product launches in the sanitary protection 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.

Sanitary Protection in Hungary - Category analysis

HEADLINES

PROSPECTS

Comfort and security attract buyers, lifestyle changes drive innovation
Increasing demand for personalised, specialist products
Major discounting days attract huge crowds and generate high volume sales

COMPETITIVE LANDSCAPE

International companies lead with strong advertising and innovation of their premium brands
Demand for quality and consumer trust and loyalty benefit high-quality brands,
Internet retailing boosted as more drugstores open online stores

CATEGORY DATA

Table 1 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 2 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 3 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 4 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 5 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 6 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 7 Forecast Retail Sales of Sanitary Protection 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 8 Birth Rates 2013-2018
Table 9 Infant Population 2013-2018
Table 10 Female Population by Age 2013-2018
Table 11 Total Population by Age 2013-2018
Table 12 Households 2013-2018
Table 13 Forecast Infant Population 2018-2023
Table 14 Forecast Female Population by Age 2018-2023
Table 15 Forecast Total Population by Age 2018-2023
Table 16 Forecast Households 2018-2023

MARKET DATA

Table 17 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 18 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 20 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 21 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 23 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 25 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources