Hungarians’ brand loyalty remained quite high in sanitary protection in 2021 as consumers continued to prioritise product reliability, comfort and safety. A shift towards to cheaper products was therefore not evident in 2021.
A positive body image and confidence is especially important for young women who regularly participate in sports activities. The growing awareness of one’s personal image and active lifestyles continued to generate demand for secure, stylish, comfortable and skin-friendly sanitary protection.
Sanitary protection is highly concentrated in Hungary, and international brands retain their strong lead. Johnson & Johnson Hungary continued to lead value sales in 2021 thanks to its dominance in tampons with o b, while it also held a strong position in pantyliners with Carefree.
Further value and volume growth is anticipated in sanitary protection in Hungary over the forecast period, with the future CAGRs on par with those recorded during the review period. The trend towards premium products and brand loyalty could be impacted over the forecast period as the discounters channel is expected to increase further in the period to 2026 and some consumers could choose to shift to more affordable options in sanitary protection amid economic downturns.
The rise of eco-friendly sanitary protection items is expected over the forecast period as eco-consciousness is increasing in the country. Manufacturers are expected to avoid synthetics and increasingly use environmentally-friendly solutions during product development, including using natural materials that are completely chlorine-free, as well as paper boxes made from recycled paper.
Anion and probiotic products, or products with different herbal extracts are becoming more popular in terms of innovation in the market and this is expected to continue over the forecast period. Anion towels have an embedded anion strip and medicinal herbs which help prevent bacterial multiplication, eliminate odour and promote comfort during menstrual periods.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection 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 is the aggregation of tampons, towels, and pantyliners. Intimate Wipes are not counted in. To see the market size that combines sanitary protection and intimate wipes, please select Sanitary Protection Including Intimate Wipes.See All of Our Definitions
This report originates from Passport, our Sanitary Protection research and analysis database.
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