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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Hungary

Mar 2021

US$2,650

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Executive Summary

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COVID-19 impact on tissue and hygiene

During the first wave of the COVID-19 pandemic, there was strong deviation in category demand in Hungary. From March to May 2020, there was 30-70% additional demand in retail, which resulted in a 40-50% sales value increase, mainly from toilet paper.

COVID-19 country impact

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. The government declared an indefinite state of emergency on 11 March, which saw public gatherings in an enclosed space with more than 100 people prohibited, sporting events that could attract more than 500 spectators held behind closed doors and foreign exchange programmes suspended.

Company response

Essity remained the leading company in tissue and hygiene in Hungary in 2020, although private label collectively generated the most sales, followed by Procter & Gamble. Both companies have strong, well-known and trusted brands and are active with innovation.

Retailing shift

E-commerce gained more share in general as a result of COVID-19 in 2020, but not typically for TH products in Hungary as regular grocery shopping is still mostly carried out personally, and supermarkets and drugstores were open even during the lockdown but with limited opening hours.

What next for tissue and hygiene?

Tissue and hygiene in Hungary is expected to achieve fairly strong growth over the forecast period to 2025, with value growth on par with that recorded during the review period. The significant rise in hygiene-awareness and the taking of preventative health measures amongst Hungarians as a result of COVID-19 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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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.

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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

Company response

Retailing shift

What next for tissue and hygiene?

Chart 1 Tissue and Hygiene Value Sales Growth Scenarios: 2018-2025
Chart 2 Tissue and Hygiene Impact of Drivers on Value Sales: 2018-2025

MARKET INDICATORS

Table 1 Birth Rates 2015-2020
Table 2 Infant Population 2015-2020
Table 3 Female Population by Age 2015-2020
Table 4 Total Population by Age 2015-2020
Table 5 Households 2015-2020
Table 6 Forecast Infant Population 2020-2025
Table 7 Forecast Female Population by Age 2020-2025
Table 8 Forecast Total Population by Age 2020-2025
Table 9 Forecast Households 2020-2025

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2015-2020
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2016-2020
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2017-2020
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2015-2020
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2015-2020
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2020
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2020-2025
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in Hungary

KEY DATA FINDINGS

2020 IMPACT

Brand loyalty despite COVID-19 as consumers prioritise reliability and comfort

Private label in sanitary protection remains the lowest in tissue and hygiene

International brands retain their strong lead in 2020

RECOVERY AND OPPORTUNITIES

COVID-19 unlikely to have a notable impact on future sales

Expected rise of eco-friendly sanitary protection

Increasing popularity of anion and probiotic products

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2015-2020
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2015-2020
Table 21 Retail Sales of Tampons by Application Format: % Value 2015-2020
Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2016-2020
Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2017-2020
Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2020-2025
Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2020-2025

Nappies/Diapers/Pants in Hungary

KEY DATA FINDINGS

2020 IMPACT

Promotion-sensitive category

Pampers supports the care of premature babies

International players maintain their clear lead

RECOVERY AND OPPORTUNITIES

E-commerce to strengthen its position to potentially lead the distribution of nappies/diapers/pants

Sustainability matters

Private label strength

CATEGORY DATA

Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2015-2020
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2015-2020
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2016-2020
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2017-2020
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2020-2025
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2020-2025

Retail Adult Incontinence in Hungary

KEY DATA FINDINGS

2020 IMPACT

Retail sales increase following initial stockpiling of products from doctors’ prescriptions

Players seek to raise awareness and educate consumers to purchase products specifically for incontinence

Essity is the clear sales leader with its trusted Tena brand

RECOVERY AND OPPORTUNITIES

Ageing of the population to support future growth

More education needed to raise product awareness

Potential increased competition from other products

CATEGORY DATA

Table 32 Sales of Retail Adult Incontinence by Category: Value 2015-2020
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2015-2020
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2016-2020
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2017-2020
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2020-2025
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2020-2025

Rx/Reimbursement Adult Incontinence in Hungary

KEY DATA FINDINGS

2020 IMPACT

Initial stockpiling and increased sales from doctors’ prescriptions in 2020

Retail players have a strong foothold in the channel

RECOVERY AND OPPORTUNITIES

Ageing population to support future growth

More education and greater product awareness could benefit Rx sales

CATEGORY DATA

Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2015-2020
Table 39 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2015-2020
Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2020-2025
Table 41 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2020-2025

Wipes in Hungary

KEY DATA FINDINGS

2020 IMPACT

Increased focus on hygiene during COVID-19 increases the use of disposable wipes

Baby wipes are basic necessities for Hungarians

Essity leads with its well-known and trusted Libero brand

RECOVERY AND OPPORTUNITIES

Increased focus on hygiene and sanitation to continue to support future sales

Rise in birth rate set to benefit baby wipes

Bulk packages and discount coupon days important

CATEGORY DATA

Table 42 Retail Sales of Wipes by Category: Value 2015-2020
Table 43 Retail Sales of Wipes by Category: % Value Growth 2015-2020
Table 44 NBO Company Shares of Retail Wipes: % Value 2016-2020
Table 45 LBN Brand Shares of Retail Wipes: % Value 2017-2020
Table 46 Forecast Retail Sales of Wipes by Category: Value 2020-2025
Table 47 Forecast Retail Sales of Wipes by Category: % Value Growth 2020-2025

Retail Tissue in Hungary

KEY DATA FINDINGS

2020 IMPACT

Toilet paper one of the most demanded products during COVID-19 in 2020

Regina Skin, a new product concept from Sofidel Hungary in 2020

Essity leads, driving innovation and launching new products

RECOVERY AND OPPORTUNITIES

Ongoing demand for essential retail tissue items

Environmentally-friendly features may gain prominence

Premiumisation may decline with consumers less willing to spend

CATEGORY DATA

Table 48 Retail Sales of Tissue by Category: Value 2015-2020
Table 49 Retail Sales of Tissue by Category: % Value Growth 2015-2020
Table 50 NBO Company Shares of Retail Tissue: % Value 2016-2020
Table 51 LBN Brand Shares of Retail Tissue: % Value 2017-2020
Table 52 Forecast Retail Sales of Tissue by Category: Value 2020-2025
Table 53 Forecast Retail Sales of Tissue by Category: % Value Growth 2020-2025

Away-From-Home Tissue and Hygiene in Hungary

KEY DATA FINDINGS

2020 IMPACT

AFH tissue negatively impacted by COVID-19 with the closure of the horeca channel

New Green trademark for domestic products made in a sustainable way

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

RECOVERY AND OPPORTUNITIES

Future positive results supported by increased hygiene measures

Lifting of horeca and travel restrictions will return lost demand

Private label could develop in away-from-home channels

CATEGORY DATA

Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2015-2020
Table 55 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 56 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2020
Table 57 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2015-2020
Table 58 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2015-2020
Table 59 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2015-2020
Table 60 Sales of Away-From-Home Wipers by Format through Public: % Value 2015-2020
Table 61 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2015-2020
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 2020-2025
Table 64 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2020-2025

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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

Company response

Retailing shift

What next for tissue and hygiene?

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

Company response

Retailing shift

What next for tissue and hygiene?

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Sanitary Protection in Hungary

KEY DATA FINDINGS

2020 IMPACT

Brand loyalty despite COVID-19 as consumers prioritise reliability and comfort

Private label in sanitary protection remains the lowest in tissue and hygiene

International brands retain their strong lead in 2020

RECOVERY AND OPPORTUNITIES

COVID-19 unlikely to have a notable impact on future sales

Expected rise of eco-friendly sanitary protection

Increasing popularity of anion and probiotic products

CATEGORY DATA

Nappies/Diapers/Pants in Hungary

KEY DATA FINDINGS

2020 IMPACT

Promotion-sensitive category

Pampers supports the care of premature babies

International players maintain their clear lead

RECOVERY AND OPPORTUNITIES

E-commerce to strengthen its position to potentially lead the distribution of nappies/diapers/pants

Sustainability matters

Private label strength

CATEGORY DATA

Retail Adult Incontinence in Hungary

KEY DATA FINDINGS

2020 IMPACT

Retail sales increase following initial stockpiling of products from doctors’ prescriptions

Players seek to raise awareness and educate consumers to purchase products specifically for incontinence

Essity is the clear sales leader with its trusted Tena brand

RECOVERY AND OPPORTUNITIES

Ageing of the population to support future growth

More education needed to raise product awareness

Potential increased competition from other products

CATEGORY DATA

Rx/Reimbursement Adult Incontinence in Hungary

KEY DATA FINDINGS

2020 IMPACT

Initial stockpiling and increased sales from doctors’ prescriptions in 2020

Retail players have a strong foothold in the channel

RECOVERY AND OPPORTUNITIES

Ageing population to support future growth

More education and greater product awareness could benefit Rx sales

CATEGORY DATA

Wipes in Hungary

KEY DATA FINDINGS

2020 IMPACT

Increased focus on hygiene during COVID-19 increases the use of disposable wipes

Baby wipes are basic necessities for Hungarians

Essity leads with its well-known and trusted Libero brand

RECOVERY AND OPPORTUNITIES

Increased focus on hygiene and sanitation to continue to support future sales