Hungary

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,…

The market for gum in Hungary will see an improved performance in 2024, with best growth in retail volume terms. Sales of chewing gum remain largely impulse-driven and with an increase in mobility, consumers have more opportunities to purchase these…

General merchandise stores saw declining sales in Hungary in 2023, due to the low levels of activity in the category. It is also well consolidated, with Ecofamily (Napcsillag Kft) holding just under half of all brand share. Indeed, Ecofamily has…

Operational and raw material costs have soared in 2022-2023, pushing up the average price of meals prepared in full-service restaurants. The escalation in menu prices has often surpassed 30% in contrast to recent years. This price differential seen…

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.…

The remarkable sneaker/trainer boom that Hungary is currently witnessing showed no signs of slowing down in 2023 as the huge numbers of sports footwear enthusiasts among the local population continued to prefer sneakers and trainers, especially…

The high and rising energy prices led some consumers to cook less in 2023 to save costs, with others focusing on shorter cooking times. In addition, many postponed the replacement of food preparation appliances to save money and spend on necessary…

The COVID-19 pandemic has significantly influenced payment habits in Hungary, leading to an increased reliance on cards, online payments and smartphone applications. This trend continued as pandemic-related restrictions were gradually lifted…

With high inflation continuing to drive up unit prices and weaken purchasing power among Hungarians, eye care is set to see total volume sales contract for a second consecutive year in 2023. However, the rate of decline should be slower than that…

The previously robust growth of energy drinks in Hungary experienced a slowdown in 2023. This slowdown is primarily attributed to the significant increase in prices for food and beverages, which prompted consumers to reduce their purchases of…

The market for edible oils continues to be dominated by sunflower oil, global prices of which skyrocketed in 2022, following Russia’s invasion of Ukraine, the world’s leading producer. While Hungary produces enough sunflower oil to satisfy its…

In 2023, Hungary’s economy contracted, hindered by sluggish consumption and investment, as well as high inflation. However, an economic recovery is expected in 2024, supported by rising foreign investment, lower commodity prices and improved…

In November 2022, the government placed a price cap on selected basic food, and the regulation was extended until 30 June 2023. The 2.8% fat content UHT cow milk was among the food with frozen prices, leading to minimal single-digit growth for the…

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…

Automatic dishwashing tablets saw the strongest retail volume sales in 2023, as household penetration of dishwashers continued to rise in Hungary. Promotional activities and higher levels of product development based on delivering more effective…

Built-in dishwashers benefited from the increasing need for convenient appliances in households, especially for consumers with new kitchen builds that want new appliances to integrate. Built-in dishwashers are increasingly selected over freestanding…

Discounters continued to be a big trend in Hungary in 2023, with three giants holding all share. Namely, Lidl (Lidl Magyarorszag Kereskedelmi Bt) holds over half of all brand share, followed by Aldi (Aldi Magyarország Élelmiszeripari Kereskedelmi Bt)…

Direct selling saw a slump in Hungary in 2023, caused by a confluence of factors. Direct selling is mostly driven by beauty and personal care direct selling in Hungary, which had previously seen a rebound after the notable declines during the time of…

Eastern Europe’s digital development continues as consumers increasingly embrace digital services. Consumers previously suspicious of the safety of online payments began to trust and value the convenience of fast and secure online payment methods as…

While digestive remedies is poised to post robust growth in total current value sales in 2023, this is mainly due to substantial price hikes amidst persistently high inflation in Hungary. All categories are set to contract in volume terms, in part…