Wipes in Hungary

PROSPECTS

Expanding demand for convenient home care solutions to continue to generate dynamic growth

Hungarians live an increasing high-paced lifestyle. As the economic situation is improving, consumers can afford to purchase more non-essential goods.

High share of private label suppresses unit price growth whilst benefiting volume growth

While in many categories of home care and hygiene brands dominate, in wipes there is a stronger presence of private label, which is expected to expand further over the forecast period. The largest volume sales are generated in baby wipes thanks to the wide range of inexpensive products offered by drugstores, hypermarkets and discounters.

Consumers prefer multi-purpose products

Hungarian consumers prefer to buy and use versatile, multi-purpose tissue and hygiene products. For this reason, paper towels continue to excel with high growth rates in tissues, and similar trends are beginning to develop in wipes.

COMPETITIVE LANDSCAPE

Power brands continue to lead wipes in terms of value sales

Baby wipes is the largest category in wipes, and wipes overall is led by multinationals and their power brands. The highest value sales were generated by Essity Hungary with its premium Libero brand in 2018, followed by Procter & Gamble Magyarország Nagykereskedelmi with its widely known Pampers brand.

Growing competition between brands and private label

Private label wipes recorded strong growth in volume and values sales both in home care wipes and floor cleaning systems and personal wipes. To compete with premium brands, private label operators extended their product portfolio with more environmentally friendly, hypoallergenic premium products.

Larger packaging sizes and special offers have a key role

Baby wipes is the largest category in wipes, where multipacks and bulk offers are increasingly important. A growing number of consumers compare unit prices and tend to purchase the largest bulk pack or multipack wipes.

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