Hungary

High penetration of washing machines in Hungary is supporting robust growth in automatic detergents, which continued to perform well in 2022, despite rising prices. Standard and hand wash detergents are generally losing their appeal and are seeing…

Consumers showed strong interest in home care products needed for everyday cleaning and washing activities in 2022. Demand remained resilient, despite the waning threat and concerns surrounding COVID-19, which had provided a strong boost to category…

2022 saw some small overall volume sales growth in sanitary protection was seen, driven entirely by pantyliners and slim/thin/ultra-thin towels with wings as all other category members were in volume decline. Hungarian consumers showed greater…

Polishes have seen strong price increases in 2022 due to the sharp rise in inflation, leading to a substantial rise in current value sales. The general rise in the cost of living rising has elevated consumer price sensitivity and curbed demand for…

Bleach is a small category in Hungary as few consumers used the product prior to the COVID-19 pandemic. Bleach was recommended as a strong, effective and cheap cleaning solution during the pandemic, which consumers used for general cleaning (floor,…

In contrast to womenswear and menswear, childrenswear in Hungary showed an improved performance in terms of total volume sales growth in 2022. Demand for this type of apparel was not as negatively affected by the price hikes and fall in purchasing…

2022 was a rollercoaster ride for the Hungarian consumer foodservice industry, both in terms of sales growth rates and the prevailing consumer sentiment underpinning growth trends. There were several factors that came into play shaping the industry’s…

Menswear in Hungary saw growth in total volume sales slow in 2022, with multiple categories recording poorer performances in this regard than they did the previous year. As was the case in womenswear, overall demand was constrained by heightened…

Growth in total hosiery volume sales in 2022 was up significantly on 2021, with both the sheer and non-sheer categories registering improved performances in this regard. Overall demand increased as life in Hungary gradually returned to normal in line…

Rising numbers of Hungarians are facing insecticide problems due to the increasing prevalence of insects throughout the country, especially in rural areas. Consumers want to quickly resolve any insect problems and so often choose trusted home…

Air care products continue to see strong growth in 2022, in both retail volume and current value terms. Hungarian consumers have become more accustomed to using air care since the COVID-19 pandemic and hence products are used frequently in 2022. Air…

With soaring inflation fuelled by the global recovery from the pandemic and the fallout of Russia’s invasion of Ukraine causing unit prices to rise significantly and eroding purchasing power among Hungarians, womenswear showed an improved performance…

Growth in total sportswear current value sales in 2022 was up substantially on 2021. While this was partly due to price hikes amidst a significant and prolonged surge in inflation, the category also benefited as the number of Hungarians participating…

Hats/caps was the most dynamic performer within apparel accessories in volume growth terms in 2022. Demand was bolstered by rising health awareness, with more consumers purchasing headwear items to protect their skin and hair from the harmful effects…

Wipes recorded further double-digit current value growth in 2022 benefitting from soaring inflation and a continued increased consumer focus on hygiene in the wake of the COVID-19 pandemic. All category members posted positive volume growth except…

All product areas within retail tissue in Hungary saw positive volume growth and even faster current value growth with the latter thanks to strong price increases as inflation soared in 2022. Hungarian consumers were fearful of further price hikes…

Volume growth rates for men’s and women’s footwear in 2022 were substantially stronger than those recorded in 2021. Both categories saw demand pick up as more Hungarians returned to the office and started regularly socialising again in line with the…

Toilet Care tablets/powders are increasingly attractive to consumers thanks to their effectiveness. Manufacturers have been driving sales with the aid of online promotional campaigns, which have encouraged consumers to trial tablets and powders.

Hungarians have a growing need for convenience products when cleaning the home, which is driving preference for products that are easy to use and more effective. Wipes are gaining consumer’s attention as they offer consumers a quick and easy solution…

Skinny-fit jeans and jeggings appeared in more apparel brand portfolios in 2022 as these product types continued to gain popularity in Hungary. Combining comfort with a more elegant or refined look as compared to traditional jeans and leggings, such…