Hungary

Pet products in Hungary is experiencing a surge in demand for pet clothing and beds, fuelled by the growing cat and dog populations, which are larger than the 0-14-year-old human population in the country. Households are increasingly treating their…

Pet care in Hungary recorded strong double-digit retail current value growth in 2022 and 2023, with a high single-digit increase projected over 2024. Such growth is rooted in high inflation, as retail volume sales are expected to continue to drop at…

Other pet food in Hungary is seeing a growing demand for products featuring 100% natural ingredients and grain-free formulas, as well as vegan options. Options like Fressnapf Hungária’s Real Nature Optimal Menu for small mammals exemplify this trend,…

In dog food in Hungary, the economy and premium segments stand out as growth drivers, suggesting a level of polarisation in the demand of dog owners. Dry dog food is set to overtake wet dog food to become the biggest contributor to retail volume…

The trend in cat food in Hungary of offering variations for picky cats is becoming more prominent, especially with the increasing ownership of cats, which has reached over one third of Hungarian households. As the cat population is growing…

Sun care products have traditionally been viewed as seasonal items, primarily associated with summer. However, in recent years, the season for sun protection usage has expanded significantly. Springtime now presents substantial UV exposure risks,…

Skin care in Hungary is witnessing a notable transition from age-related specifications to problem-focused solutions, addressing issues like acne, redness, hyperpigmentation, dark spots, uneven skin tone, and atopy. With an increasing number of…

Premium beauty and personal care saw dynamic growth in current value terms in 2023 despite the challenging economic environment and soaring inflation. Consumers of premium beauty personal care products were more accepting of price increases due to a…

Oral care in Hungary is witnessing a surge in demand for therapeutic toothpaste, particularly in the realm of implant-friendly, gum-protecting and sensitivity-relieving variants. This increase in demand can be attributed to the ageing population and…

As current fashion trends lean towards styled facial hair, a significant number of male customers are opting for grooming techniques that focus on shaping their beard contours rather than achieving a smooth shave. This has led to a surge in demand…

Mass beauty and personal care registered dynamic double-digit growth in current value terms in 2023, albeit this was largely due to soaring inflation, with volume sales seeing more modest growth. High inflation and declining purchasing power resulted…

The hair care market experienced a significant shift towards home treatments and wellness routines towards the end of the review period. This was driven by a combination of factors including the lingering impact of COVID-19 and rising inflation,…

Mass fragrances experienced double-digit growth in current value terms in 2023 due to significant price hikes, although growth remained lower compared to premium fragrances due to the price sensitivity of the target customer group for these products.…

In an effort to present better value and attract sales some manufacturers increased their pack sizes, as seen with 10+4 Gilette Blue and 10+5 Wilkinson Sword. However, these large packs do not always present the best value with smaller packs of four…

Hungary played host to the world’s first deodorant refilling stations in 2023. These new refill stations are designed to offer a more sustainable solution in the deodorants market. These stations work with Rossmann’s Isana private label line of…

The trend of achieving a healthy natural glow is reshaping the colour cosmetics market in Hungary, with a focus on perfecting the skin's texture and hydration rather than heavy use of make-up. Social media influencers, ‘skinfluencers’ and celebrities…

Hungary's beauty and personal care market witnessed several notable trends in 2023 with these reflecting evolving consumer preferences and demographic shifts. First, the ageing population played a significant role, driving demand for specialised…

High inflation and declining purchasing power significantly influenced consumer purchasing decisions when it came to bath and shower products in 2023. The discounted pricing strategies of retailers such as Lidl and Aldi proved successful with these…

In 2023, prices of baby and child-specific products inevitably saw a significant price hike from manufacturers and retailers alike as Hungary continued to suffer from elevated inflation. As disposable income was squeezed a significant number of…

In 2023, wipes recorded high levels of double-digit retail value growth in Hungary, driven by rising price points. As such, while the overall retail value was positive, retail volume levels were challenged. Personal wipes, moist toilet wipes, baby…