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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Hungary

Jun 2020

US$2,650

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Executive Summary

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COVID-19 impact on tissue and hygiene

In 2020, the COVID-19 lockdown in Hungary looks to be generally stimulating extra demand in the retail categories of tissue and hygiene. Mainly for the purposes of stockpiling, consumers have been investing more in retail adult incontinence, toilet paper, nappies/diapers/pants and sanitary protection, which are poised for sales growth beyond that originally predicted prior to the local lockdown.

COVID-19 country impact

As of 10 May 2020, Hungary had seen around 410 deaths due to COVID-19 and 3,300 cases. The Hungarian government launched its official COVID-19 webpage and Facebook page on 4 March, the same day as the first cases were announced in the country.

Premiumisation strengthens as purchasing power improves

The market grew more in value sales terms than in volume sales terms in 2019 due to many consumers switching to premium value-for-money products as living standards rose. Enabled by rising disposable incomes and strong real GDP growth, premiumisation was becoming more and more developed, with higher-tier items comprising multiple layers and offering greater comfort and usability.

Children represent a source of value sales growth

Tissue and hygiene manufacturers targeted children as well as adults in 2019. For instance, fairy tale characters were depicted on products and packaging – in the Ooops! brand range Minnie and Mickey Mouse, Frozen and Star Wars imagery could be found on paper handkerchiefs and paper towels.

The reinforced quest for robust hygiene likely to boost sales beyond pandemic

While the COVID-19 pandemic is set to cause some categories to decelerate or decline in 2020, overall tissue and hygiene in Hungary is still likely to achieve fairly strong growth over the forecast period. Indeed, the huge rise in hygiene-awareness and the taking of preventative health measures among Hungarians as a result of the pandemic will continue to stimulate sales growth for products such as general purpose wipes and moist toilet wipes.

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Tissue and Hygiene Sample Report Tissue and Hygiene Sample Data

Overview

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in Hungary for free:

The Tissue and Hygiene 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 Tissue and Hygiene in Hungary?
What are the major brands in Hungary?
What are the most dynamic tissue and hygiene categories?
What are the major markets for tissue products sales?
What are the major markets for hygiene products sales?

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.

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Tissue and Hygiene in Hungary

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Premiumisation strengthens as purchasing power improves

Children represent a source of value sales growth

The reinforced quest for robust hygiene likely to boost sales beyond pandemic

Chart 1 Tissue and Hygiene Value Sales Growth Scenarios: 2017-2024
Chart 2 Tissue and Hygiene Impact of Soft Drivers on Value Sales: 2016-2024

MARKET INDICATORS

Table 1 Birth Rates 2014-2019
Table 2 Infant Population 2014-2019
Table 3 Female Population by Age 2014-2019
Table 4 Total Population by Age 2014-2019
Table 5 Households 2014-2019
Table 6 Forecast Infant Population 2019-2024
Table 7 Forecast Female Population by Age 2019-2024
Table 8 Forecast Total Population by Age 2019-2024
Table 9 Forecast Households 2019-2024

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2014-2019
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2015-2019
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2016-2019
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2014-2019
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2014-2019
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2019
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in Hungary

HEADLINES

PRE-COVID-19 PERFORMANCE

Comfort and safety hold sway over price in brand-loyal category

Multinational names dominate in Hungary

Signs of premium segment developing

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2014-2019
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2014-2019
Table 21 Retail Sales of Tampons by Application Format: % Value 2014-2019
Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2015-2019
Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2016-2019
Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2019-2024
Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2019-2024

Nappies/Diapers/Pants in Hungary

HEADLINES

PRE-COVID-19 PERFORMANCE

Price and innovation dynamise sales

International players increase their dominance

Environmentally-sound products begin to resonate with Hungarians

2020 AND BEYOND

COVID-19 impact

Affected products within nappies/diapers/pants

Recovery and opportunities

CATEGORY DATA

Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2014-2019
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2014-2019
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2015-2019
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2016-2019
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024

Retail Adult Incontinence in Hungary

HEADLINES

PRE-COVID-19 PERFORMANCE

Sales rising strongly as self-treatment is increasingly popular

Essity is the clear sales leader

Following the path of sanitary protection can improve discretion for users

2020 AND BEYOND

COVID-19 impact

Affected products within retail adult incontinence

Recovery and opportunities

CATEGORY DATA

Table 32 Sales of Retail Adult Incontinence by Category: Value 2014-2019
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2014-2019
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2015-2019
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2016-2019
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024

Rx/Reimbursement Adult Incontinence in Hungary

HEADLINES

PRE-COVID-19 PERFORMANCE

Vibrant sales growth rooted in ageing population

Retail players have a strong foothold in the channel

Comprehensive survey suggests substantial number of cases not properly treated

2020 AND BEYOND

COVID-19 impact

Recovery and opportunities

CATEGORY DATA

Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2014-2019
Table 39 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2014-2019
Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2019-2024
Table 41 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2019-2024

Wipes in Hungary

HEADLINES

PRE-COVID-19 PERFORMANCE

Baby wipes now a must for families

Brands have the quality advantage though private label pressures them on price

Discounts on larger packs generate mass appeal

2020 AND BEYOND

COVID-19 impact

Affected products within wipes

Recovery and opportunities

CATEGORY DATA

Table 42 Retail Sales of Wipes by Category: Value 2014-2019
Table 43 Retail Sales of Wipes by Category: % Value Growth 2014-2019
Table 44 NBO Company Shares of Retail Wipes: % Value 2015-2019
Table 45 LBN Brand Shares of Retail Wipes: % Value 2016-2019
Table 46 Forecast Retail Sales of Wipes by Category: Value 2019-2024
Table 47 Forecast Retail Sales of Wipes by Category: % Value Growth 2019-2024

Retail Tissue in Hungary

HEADLINES

PRE-COVID-19 PERFORMANCE

Producers embrace ecological development

International owners lead

Consumers expect both quality and value

2020 AND BEYOND

COVID-19 impact

Affected products within retail tissue

Recovery and opportunities

CATEGORY DATA

Table 48 Retail Sales of Tissue by Category: Value 2014-2019
Table 49 Retail Sales of Tissue by Category: % Value Growth 2014-2019
Table 50 NBO Company Shares of Retail Tissue: % Value 2015-2019
Table 51 LBN Brand Shares of Retail Tissue: % Value 2016-2019
Table 52 Forecast Retail Sales of Tissue by Category: Value 2019-2024
Table 53 Forecast Retail Sales of Tissue by Category: % Value Growth 2019-2024

Away-From-Home Tissue and Hygiene in Hungary

HEADLINES

PRE-COVID-19 PERFORMANCE

Strong 2019 for the channel thanks to notable rises in tourism and local spending

Essity Hungary provides the benchmark brand in landscape where distributors play key role

Rising consumer standards press AFH suppliers to match quality expectations

2020 AND BEYOND

COVID-19 impact

Affected products within away-from-home tissue and hygiene

Recovery and opportunities

CATEGORY DATA

Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2014-2019
Table 55 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 56 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2019
Table 57 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2014-2019
Table 58 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2014-2019
Table 59 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2014-2019
Table 60 Sales of Away-From-Home Wipers by Format through Public: % Value 2014-2019
Table 61 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2014-2019
Table 62 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2019
Table 63 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 64 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024

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Megatrends

Country Report

Tissue and Hygiene in Hungary

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Premiumisation strengthens as purchasing power improves

Children represent a source of value sales growth

The reinforced quest for robust hygiene likely to boost sales beyond pandemic

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Tissue and Hygiene in Hungary

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Premiumisation strengthens as purchasing power improves

Children represent a source of value sales growth

The reinforced quest for robust hygiene likely to boost sales beyond pandemic

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Sanitary Protection in Hungary

HEADLINES

PRE-COVID-19 PERFORMANCE

Comfort and safety hold sway over price in brand-loyal category

Multinational names dominate in Hungary

Signs of premium segment developing

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Nappies/Diapers/Pants in Hungary

HEADLINES

PRE-COVID-19 PERFORMANCE

Price and innovation dynamise sales

International players increase their dominance

Environmentally-sound products begin to resonate with Hungarians

2020 AND BEYOND

COVID-19 impact

Affected products within nappies/diapers/pants

Recovery and opportunities

CATEGORY DATA

Retail Adult Incontinence in Hungary

HEADLINES

PRE-COVID-19 PERFORMANCE

Sales rising strongly as self-treatment is increasingly popular

Essity is the clear sales leader

Following the path of sanitary protection can improve discretion for users

2020 AND BEYOND

COVID-19 impact

Affected products within retail adult incontinence

Recovery and opportunities

CATEGORY DATA

Rx/Reimbursement Adult Incontinence in Hungary

HEADLINES

PRE-COVID-19 PERFORMANCE

Vibrant sales growth rooted in ageing population

Retail players have a strong foothold in the channel

Comprehensive survey suggests substantial number of cases not properly treated

2020 AND BEYOND

COVID-19 impact

Recovery and opportunities

CATEGORY DATA

Wipes in Hungary

HEADLINES

PRE-COVID-19 PERFORMANCE

Baby wipes now a must for families

Brands have the quality advantage though private label pressures them on price

Discounts on larger packs generate mass appeal

2020 AND BEYOND