Wipes in Hungary

PRE-COVID-19 PERFORMANCE

Baby wipes now a must for families

The baby wipes category continued to accelerate in value and volume sales terms in 2019. These household items are now basic necessities for Hungarians, especially for families with small children, meaning that not only quality but also price play decisive roles in the choice of baby wipes.

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

Baby wipes was the largest category in wipes in 2019, and wipes overall was led by a multinational though private label collectively generated the most sales. The highest value sales share was amassed by Essity Hungary with its premium Libero brand.

Discounts on larger packs generate mass appeal

Multipacks and bulk offers were increasingly important in baby wipes in 2019. A growing number of consumers compared unit prices and tended to purchase the largest bulk pack or multipack wipes.

2020 AND BEYOND

COVID-19 impact

In 2020, sales of wipes at constant 2019 prices are projected to register a rise of just 1%. This is a drastic revision to the 9% rate forecast in Euromonitor International’s 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within wipes

With consumers spending more time at home, the need for cosmetic wipes such as facial cleansing wipes decreases heavily as social interactions are much fewer. Deodorant wipes are expected to experience a dip in volume sales terms too in 2020 – although value sales should still rise, albeit from a low base – due to the low usage of these products given their non-essential nature.

Recovery and opportunities

Over the forecast period, wipes is set to gradually accelerate in value sales growth terms, but is unlikely to reach the 2019 level. Nevertheless, demand for aesthetic-orientated products such as cosmetic wipes will pick up again as lockdown measures ease and more people begin to purchase these non-essential wipes, with socialising gradually becoming more common again.

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