Tissue and Hygiene in Hungary
In 2023, the tissue and hygiene landscape in Hungary was impacted by high levels of inflation and rising prices, resulting in double-digit retail value growth. However, retail volume levels were challenged, with consumers adapting their purchasing habits in line with lower disposable incomes. With many consumers unable to purchase their favoured brands, trading down was noted, with a migration seen from internationally known players to private label goods. Additionally, many consumers focused on...
Euromonitor International's Tissue and Hygiene in Hungary report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2019-2023, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2028 illustrate how the market is set to change.
Product coverage: Away-from-Home Tissue and Hygiene, Retail Tissue and Hygiene, Rx/Reimbursement adult incontinence, Total Tissue and Hygiene.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Euromonitor International's Tissue and Hygiene in Hungary report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2019-2023, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2028 illustrate how the market is set to change.
Product coverage: Away-from-Home Tissue and Hygiene, Retail Tissue and Hygiene, Rx/Reimbursement adult incontinence, Total Tissue and Hygiene.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
- Get a detailed picture of the Tissue and Hygiene market;
- Pinpoint growth sectors and identify factors driving change;
- Understand the competitive environment, the market’s major players and leading brands;
- Use five-year forecasts to assess how the market is predicted to develop.
Tissue and Hygiene in Hungary
Euromonitor International
March 2024
LIST OF CONTENTS AND TABLES
TISSUE AND HYGIENE IN HUNGARY
EXECUTIVE SUMMARY
Tissue and hygiene in 2023: The big picture
2023 KEY TRENDS
Competitive landscape
Retailing developments
What next for tissue and hygiene?
MARKET INDICATORS
Table 1 Birth Rates 2018-2023
Table 2 Infant Population 2018-2023
Table 3 Female Population by Age 2018-2023
Table 4 Total Population by Age 2018-2023
Table 5 Households 2018-2023
Table 6 Forecast Infant Population 2023-2028
Table 7 Forecast Female Population by Age 2023-2028
Table 8 Forecast Total Population by Age 2023-2028
Table 9 Forecast Households 2023-2028
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2019-2023
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2020-2023
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2018-2023
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2018-2023
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2023
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2023-2028
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
Summary 1 Research Sources
MENSTRUAL CARE IN HUNGARY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Convenience and comfort drive retail volume growth in menstrual care products
International players retain a strong lead with a focus on innovation
Convenience shopping drives sales in neighbourhood retailers
PROSPECTS AND OPPORTUNITIES
Tampons and standard towels lose ground, as consumers prefer slim/thin/ultra-thin towels
Private label focuses on innovation to increase its competitive edge
Rising focus on natural components to drive growth on the landscape
CATEGORY DATA
Table 19 Retail Sales of Menstrual Care by Category: Value 2018-2023
Table 20 Retail Sales of Menstrual Care by Category: % Value Growth 2018-2023
Table 21 Retail Sales of Tampons by Application Format: % Value 2018-2023
Table 22 NBO Company Shares of Retail Menstrual Care: % Value 2019-2023
Table 23 LBN Brand Shares of Retail Menstrual Care: % Value 2020-2023
Table 24 Forecast Retail Sales of Menstrual Care by Category: Value 2023-2028
Table 25 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2023-2028
NAPPIES/DIAPERS/PANTS IN HUNGARY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Rising inflation and the declining birth rate challenges retail volume sales
Sustainability gains ground however, price points challenge growth
International players retain the top spots, as Pampers focuses on consumer education
PROSPECTS AND OPPORTUNITIES
Disposable pants drive retail volume growth as other areas struggle
Price wars to intensify across the early forecast period
Investments in innovation focus on comfort and eco-friendly attributes
CATEGORY DATA
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2019-2023
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2020-2023
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2023-2028
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2023-2028
RETAIL ADULT INCONTINENCE IN HUNGARY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Rising awareness, education and availability support retail volume growth
Consumers migrate from retail goods to Rx/reimbursement products
Tena leads brands, introducing new female-focused products
PROSPECTS AND OPPORTUNITIES
Rx/reimbursement goods and competition from menstrual care challenge sales
The ageing population creates ongoing opportunities for adult incontinence goods
Supermarkets and hypermarkets drive growth as consumers appreciate convenience
CATEGORY DATA
Table 32 Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2019-2023
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2020-2023
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2023-2028
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2023-2028
RX/REIMBURSEMENT ADULT INCONTINENCE IN HUNGARY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Rx/reimbursement adult incontinence records significant value growth in 2023
Tena withdraws its premium products as inflation dampens profits
Focus on education and removing the stigma to drive growth in Rx/reimbursement
PROSPECTS AND OPPORTUNITIES
Ageing and rising product awareness drives sales of goods on the landscape
A wide range of products with an ongoing focus on innovation
Ongoing education about the reimbursement systems drives growth
CATEGORY DATA
Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2018-2023
Table 39 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2018-2023
Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2023-2028
Table 41 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2023-2028
WIPES IN HUNGARY
KEY DATA FINDINGS
2023 DEVELOPMENTS
General purpose wipes benefit from having a versatile appeal
Baby wipes is considered an essential item in Hungary, driving sales
Consumers focus on essential items, reducing sales of window/glass and furniture wipes
PROSPECTS AND OPPORTUNITIES
Focus on hygiene, innovation and versatility to drive sales across the forecast period
Impregnated wipes set to recover as innovation drives ongoing growth
E-commerce to expand as consumers shift towards larger pack sizes
CATEGORY DATA
Table 42 Retail Sales of Wipes by Category: Value 2018-2023
Table 43 Retail Sales of Wipes by Category: % Value Growth 2018-2023
Table 44 NBO Company Shares of Retail Wipes: % Value 2019-2023
Table 45 LBN Brand Shares of Retail Wipes: % Value 2020-2023
Table 46 Forecast Retail Sales of Wipes by Category: Value 2023-2028
Table 47 Forecast Retail Sales of Wipes by Category: % Value Growth 2023-2028
RETAIL TISSUE IN HUNGARY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Retail volume sales struggle against rising price points in retail tissue
Zewa retains its lead, offering premium innovations on the landscape
Sustainability drives product developments in retail tissues
PROSPECTS AND OPPORTUNITIES
Retail volume recovers, however, napkins and tablecloths face challenges
Innovation focuses on absorption, scents and quality to drive retail value growth
A focus on sustainability will shape product developments on the retail tissue landscape
CATEGORY DATA
Table 48 Retail Sales of Tissue by Category: Value 2018-2023
Table 49 Retail Sales of Tissue by Category: % Value Growth 2018-2023
Table 50 NBO Company Shares of Retail Tissue: % Value 2019-2023
Table 51 LBN Brand Shares of Retail Tissue: % Value 2020-2023
Table 52 Forecast Retail Sales of Tissue by Category: Value 2023-2028
Table 53 Forecast Retail Sales of Tissue by Category: % Value Growth 2023-2028
AWAY-FROM-HOME TISSUE AND HYGIENE IN HUNGARY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Low level retail volume growth as price points rise in AFH tissue and hygiene
Sustainability gains ground in AFH tissue, as companies look for eco-friendly options
Tork from Essity retains its strong position, offering premium quality
PROSPECTS AND OPPORTUNITIES
Rising demand for better-quality options, despite ongoing shift towards low-cost goods
AFH tissue sales will be driven by eco-friendly options and product innovations
Ongoing ageing leads to strong growth in AFH adult incontinence goods
CATEGORY DATA
Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 55 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023
Table 56 Sales of Away-From-Home Paper Towels by Type: % Value 2018-2023
Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2018-2023
Table 58 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2023
Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2023-2028
Table 60 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2023-2028
Euromonitor International
March 2024
LIST OF CONTENTS AND TABLES
TISSUE AND HYGIENE IN HUNGARY
EXECUTIVE SUMMARY
Tissue and hygiene in 2023: The big picture
2023 KEY TRENDS
Competitive landscape
Retailing developments
What next for tissue and hygiene?
MARKET INDICATORS
Table 1 Birth Rates 2018-2023
Table 2 Infant Population 2018-2023
Table 3 Female Population by Age 2018-2023
Table 4 Total Population by Age 2018-2023
Table 5 Households 2018-2023
Table 6 Forecast Infant Population 2023-2028
Table 7 Forecast Female Population by Age 2023-2028
Table 8 Forecast Total Population by Age 2023-2028
Table 9 Forecast Households 2023-2028
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2019-2023
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2020-2023
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2018-2023
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2018-2023
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2023
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2023-2028
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
Summary 1 Research Sources
MENSTRUAL CARE IN HUNGARY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Convenience and comfort drive retail volume growth in menstrual care products
International players retain a strong lead with a focus on innovation
Convenience shopping drives sales in neighbourhood retailers
PROSPECTS AND OPPORTUNITIES
Tampons and standard towels lose ground, as consumers prefer slim/thin/ultra-thin towels
Private label focuses on innovation to increase its competitive edge
Rising focus on natural components to drive growth on the landscape
CATEGORY DATA
Table 19 Retail Sales of Menstrual Care by Category: Value 2018-2023
Table 20 Retail Sales of Menstrual Care by Category: % Value Growth 2018-2023
Table 21 Retail Sales of Tampons by Application Format: % Value 2018-2023
Table 22 NBO Company Shares of Retail Menstrual Care: % Value 2019-2023
Table 23 LBN Brand Shares of Retail Menstrual Care: % Value 2020-2023
Table 24 Forecast Retail Sales of Menstrual Care by Category: Value 2023-2028
Table 25 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2023-2028
NAPPIES/DIAPERS/PANTS IN HUNGARY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Rising inflation and the declining birth rate challenges retail volume sales
Sustainability gains ground however, price points challenge growth
International players retain the top spots, as Pampers focuses on consumer education
PROSPECTS AND OPPORTUNITIES
Disposable pants drive retail volume growth as other areas struggle
Price wars to intensify across the early forecast period
Investments in innovation focus on comfort and eco-friendly attributes
CATEGORY DATA
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2019-2023
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2020-2023
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2023-2028
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2023-2028
RETAIL ADULT INCONTINENCE IN HUNGARY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Rising awareness, education and availability support retail volume growth
Consumers migrate from retail goods to Rx/reimbursement products
Tena leads brands, introducing new female-focused products
PROSPECTS AND OPPORTUNITIES
Rx/reimbursement goods and competition from menstrual care challenge sales
The ageing population creates ongoing opportunities for adult incontinence goods
Supermarkets and hypermarkets drive growth as consumers appreciate convenience
CATEGORY DATA
Table 32 Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2019-2023
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2020-2023
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2023-2028
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2023-2028
RX/REIMBURSEMENT ADULT INCONTINENCE IN HUNGARY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Rx/reimbursement adult incontinence records significant value growth in 2023
Tena withdraws its premium products as inflation dampens profits
Focus on education and removing the stigma to drive growth in Rx/reimbursement
PROSPECTS AND OPPORTUNITIES
Ageing and rising product awareness drives sales of goods on the landscape
A wide range of products with an ongoing focus on innovation
Ongoing education about the reimbursement systems drives growth
CATEGORY DATA
Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2018-2023
Table 39 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2018-2023
Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2023-2028
Table 41 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2023-2028
WIPES IN HUNGARY
KEY DATA FINDINGS
2023 DEVELOPMENTS
General purpose wipes benefit from having a versatile appeal
Baby wipes is considered an essential item in Hungary, driving sales
Consumers focus on essential items, reducing sales of window/glass and furniture wipes
PROSPECTS AND OPPORTUNITIES
Focus on hygiene, innovation and versatility to drive sales across the forecast period
Impregnated wipes set to recover as innovation drives ongoing growth
E-commerce to expand as consumers shift towards larger pack sizes
CATEGORY DATA
Table 42 Retail Sales of Wipes by Category: Value 2018-2023
Table 43 Retail Sales of Wipes by Category: % Value Growth 2018-2023
Table 44 NBO Company Shares of Retail Wipes: % Value 2019-2023
Table 45 LBN Brand Shares of Retail Wipes: % Value 2020-2023
Table 46 Forecast Retail Sales of Wipes by Category: Value 2023-2028
Table 47 Forecast Retail Sales of Wipes by Category: % Value Growth 2023-2028
RETAIL TISSUE IN HUNGARY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Retail volume sales struggle against rising price points in retail tissue
Zewa retains its lead, offering premium innovations on the landscape
Sustainability drives product developments in retail tissues
PROSPECTS AND OPPORTUNITIES
Retail volume recovers, however, napkins and tablecloths face challenges
Innovation focuses on absorption, scents and quality to drive retail value growth
A focus on sustainability will shape product developments on the retail tissue landscape
CATEGORY DATA
Table 48 Retail Sales of Tissue by Category: Value 2018-2023
Table 49 Retail Sales of Tissue by Category: % Value Growth 2018-2023
Table 50 NBO Company Shares of Retail Tissue: % Value 2019-2023
Table 51 LBN Brand Shares of Retail Tissue: % Value 2020-2023
Table 52 Forecast Retail Sales of Tissue by Category: Value 2023-2028
Table 53 Forecast Retail Sales of Tissue by Category: % Value Growth 2023-2028
AWAY-FROM-HOME TISSUE AND HYGIENE IN HUNGARY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Low level retail volume growth as price points rise in AFH tissue and hygiene
Sustainability gains ground in AFH tissue, as companies look for eco-friendly options
Tork from Essity retains its strong position, offering premium quality
PROSPECTS AND OPPORTUNITIES
Rising demand for better-quality options, despite ongoing shift towards low-cost goods
AFH tissue sales will be driven by eco-friendly options and product innovations
Ongoing ageing leads to strong growth in AFH adult incontinence goods
CATEGORY DATA
Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 55 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023
Table 56 Sales of Away-From-Home Paper Towels by Type: % Value 2018-2023
Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2018-2023
Table 58 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2023
Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2023-2028
Table 60 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2023-2028
