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.
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.
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.
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.
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.
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.
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This industry report originates from Passport, our Tissue and Hygiene market research database.