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Hungarian Consumers Drive Growth with Value-Seeking Purchases
Home care in Hungary experienced moderate growth of 5% in 2025, outpaced by some regional peers, with retail value sales of HUF263.1 billion. This growth was driven by inflation and increasing demand for premium and convenient products. Home care is attractive due to its steady growth prospects, driven by rising demand for eco-friendly and premium products, with a forecast CAGR of 6% to HUF350.1 billion by 2030. To succeed, brands should focus on innovation, marketing and meeting consumer demands for convenience, efficacy and sustainability.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in Hungary with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Air Care
- Bleach
- Dishwashing
- Home Insecticides
- Laundry Care
- Polishes
- Surface Care
- Toilet Care
If you're in the Home Care industry in Hungary, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Home Care in Hungary report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Home Care in Hungary?
- Which are the leading brands in Home Care in Hungary?
- How are products distributed in Home Care in Hungary?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Home Care in Hungary
Hungarian Consumers Drive Growth with Value-Seeking Purchases
Key Data Insights
Chart 1 Key Industry Trends for Home Care
Hungarian Consumers Drive Growth with Value-Seeking Purchases
Laundry Care Leads Hungarian Home Care with Value Pack Sizes
Chart 2 Procter & Gamble Introduces Large Pack Ariel Liquid Softener
New Product Formats Drive Innovation in Dishwashing
Chart 3 Henkel Launches Somat Five-in-One Solution
Dishwashing and Surface Care Drive Innovation with New Formats
Chart 4 FCB Hungary Presents Eco-Friendly Frosch Activ-Soda
Chart 5 Value Sales 2020-2030
Chart 6 Volume Sales 2020-2030
Chart 7 Value Sales by Category 2025
Premium and Eco-Friendly Products to Drive Laundry Care
Chart 8 Analyst Insight for Home Care
Multifunctional, Efficient Products Expected to Gain Traction
Chart 9 Forecast Value Sales 2020-2030
Chart 10 Forecast Value Sales by Category 2025-2030
Procter & Gamble and Henkel Maintain Leading Positions
Chart 11 Company Shares 2025
Chart 12 Brand Shares 2025
Hypermarkets and Supermarkets Lead Home Care Sales
Retail E-Commerce Drives Growth in Home Care Sales
Chart 13 Retail Channels 2020-2025
Chart 14 Economic Context for Home Care
Chart 15 Real Gdp Growth 2020-2030
Chart 16 Inflation 2020-2030
Chart 17 Consumer Context for Home Care
Chart 18 Population 2020-2030
Chart 19 Consumer Expenditure 2020-2030
Chart 20 Population by Generation 2025
Air Care in Hungary
Key Data Insights
Hungarian Air Care Grows in Value Despite Volume Decline
Chart 21 Key Industry Trends for Polishes
Hungarian Air Care Grows in Value Despite Volume Decline
Chart 22 Reckitt Benckiser Launches Fruity Winter Punch Electric Diffuser
Health-Conscious Consumers Drive Fragrance Innovation in Air Care
Sustainability Secures Air Care Growth
Ai Enables More Personal and Customisable Scents
Chart 23 Dm-Drogerie Markt Launched Mini Spray Refill Warm Embrace
Chart 24 Value Sales 2020-2030
Chart 25 Volume Sales 2020-2030
Chart 26 Value Sales by Category 2025
Ai and Digitisation Expected To Drive Convenient and Personalised Air Care Solutions
Chart 27 Analyst Insight for Air Care
Traditional Formats Set to Continue Declining as Consumers Seek Natural Alternatives
Chart 28 Forecast Value Sales 2020-2030
Chart 29 Forecast Value Sales by Category 2025-2030
Leading Players Compete Intensely for Dominance in Air Care
Chart 30 Company Shares 2025
Chart 31 Brand Shares 2025
Hypermarkets Lead Air Care Sales with Wide Product Selection
Retail E-Commerce Experiences Fastest Growth with Convenience and Variety
Chart 32 Retail Channels 2020-2025
Chart 33 Economic Context for Air Care
Chart 34 Real Gdp Growth 2020-2030
Chart 35 Inflation 2020-2030
Chart 36 Consumer Context for Air Care
Chart 37 Consumer Expenditure 2020-2030
Chart 38 Population by Generation 2025
Bleach in Hungary
Key Data Insights
Safety, Hygiene and Scent Drive Innovation in Bleach
Chart 39 Key Industry Trends for Bleach
Safety, Hygiene and Scent Drive Innovation in Bleach
Chart 40 Unilever Launches Domestos Green Garden
Chart 41 Value Sales 2020-2030
Chart 42 Volume Sales 2020-2030
Consumers to Drive Shift Towards Eco-Friendly Bleach Alternatives
Heightened Hygiene Set to Drive Demand for Gentler Disinfectants
Effiency Expected to Gain Importance as Consumers Face Busier Lifestyles
Chart 43 Forecast Value Sales 2020-2030
Dunachem Gains Share as Unilever's Dominance Wavers
Chart 44 Analyst Insight for Bleach
Chart 45 Company Shares 2025
Chart 46 Brand Shares 2025
Health and Beauty Specialists Drive Bleach Sales through Expanded Networks
Retail E-Commerce Emerges as Fastest Growing Channel
Chart 47 Retail Channels 2020-2025
Chart 48 Economic Context for Bleach
Chart 49 Real Gdp Growth 2020-2030
Chart 50 Inflation 2020-2030
Chart 51 Consumer Context for Bleach
Chart 52 Population 2020-2030
Chart 53 Consumer Expenditure 2020-2030
Chart 54 Population by Generation 2025
Dishwashing in Hungary
Key Data Insights
Automatic Dishwashing Leads Sales with Innovative Products
Chart 55 Key Industry Trends for Dishwashing
Automatic Dishwashing Leads Sales with Innovative Products
Ethically Sourced, Recyclable Materials Fuel Dishwashing Expansion
Chart 56 FCB Hungary Launches Eco-friendly Frosch Activ-Soda
Low Heat, Eco Programs and Quick Wash Cycles Drive Dishwashing
Chart 57 Procter & Gamble Unveils Jar Platinum Plus
Chart 58 Value Sales 2020-2030
Chart 59 Volume Sales 2020-2030
Chart 60 Value Sales by Category 2025
Automatic Dishwashing Expected to Lead Sales with Innovative Products
Chart 61 Analyst Insight for Dishwashing
Premiumisation Set to Present Opportunities in Dishwashing
Chart 62 Forecast Value Sales 2020-2030
Chart 63 Forecast Value Sales by Category 2025-2030
Leading Players Maintain Grip through Innovation
Chart 64 Company Shares 2025
Chart 65 Brand Shares 2025
Grocery Retailers Dominate Dishwashing in Hungary with Variety
Retail E-Commerce Emerges as Fastest Growing Channel Driven by Convenience
Chart 66 Retail Channels 2020-2025
Chart 67 Economic Context for Dishwashing
Chart 68 Real Gdp Growth 2020-2030
Chart 69 Inflation 2020-2030
Chart 70 Consumer Context for Dishwashing
Chart 71 Population 2020-2030
Chart 72 Consumer Expenditure 2020-2030
Chart 73 Population by Generation 2025
Home Insecticides in Hungary
Key Data Insights
Sustainable Products Drive Growth Despite Declining Volume Sales
Chart 74 Key Industry Trends for Home Insecticides
Sustainable Products Drive Growth Despite Declining Volume Sales
Health Concerns Fuel Demand for Effective Home Insecticides
Chart 75 Bábolna Bio Introduces Eco-Friendly BioStop Moth Trap
Chart 76 Value Sales 2020-2030
Chart 77 Volume Sales 2020-2030
Chart 78 Value Sales by Category 2025
Biopesticides and Eco-Friendly Products Set to Drive Future Growth
Spray/Aerosol Insecticides Expected to Remain Dominant
Climate Shifts Set to Affect Demand for Home Insecticides
Chart 79 Forecast Value Sales 2020-2030
Chart 80 Forecast Value Sales by Category 2025-2030
Sc Johnson and Bábolna Bio Maintain Dominant Positions
Chart 81 Analyst Insight for Home Insecticides
Chart 82 Company Shares 2025
Chart 83 Brand Shares 2025
Hypermarkets and Health and Beauty Specialists Lead Sales
Retail E-Commerce Drives Growth with Convenience and Variety
Chart 84 Retail Channels 2020-2025
Chart 85 Economic Context for Home Insecticides
Chart 86 Real Gdp Growth 2020-2030
Chart 87 Inflation 2020-2030
Chart 88 Consumer Context for Home Insecticides
Chart 89 Population 2020-2030
Chart 90 Consumer Expenditure 2020-2030
Chart 91 Population by Generation 2025
Laundry Care in Hungary
Key Data Insights
Premiumisation and Convenience Drive Sales Growth
Chart 92 Key Industry Trends for Laundry Care
Premiumisation and Convenience Drive Sales Growth
Multifunctionality Shapes Laundry Care
Chart 93 Denkmit Color & Care Blossom Dream
Low Temperatures and Short Cycles Gain Traction
Eco-Friendly, Natural Ingredients Preferred by Consumers
Chart 94 Value Sales 2020-2030
Chart 95 Volume Sales 2020-2030
Chart 96 Value Sales by Category 2025
Chart 97 Coccolino Wonder Wash
Shifting Consumer Demand to Drive Innovative Product Formats
Focus on Sustainability Expected to Become Mainstream
Chart 98 Analyst Insight for Laundry Care
Health and Wellness and Fragrance Set to Drive Laundry Care
Chart 99 Forecast Value Sales 2020-2030
Chart 100 Forecast Value Sales by Category 2025-2030
Procter & Gamble and Henkel Maintain Dominance through Innovation
Chart 101 Company Shares 2025
Chart 102 Brand Shares 2025
Hypermarkets Drive Offline Sales with Wide Product Ranges
Retail E-Commerce Grows Rapidly with Convenience and Niche Products
Chart 103 Retail Channels 2020-2025
Chart 104 Economic Context for Laundry Care
Chart 105 Real Gdp Growth 2020-2030
Chart 106 Inflation 2020-2030
Chart 107 Consumer Context for Laundry Care
Chart 108 Population 2020-2030
Chart 109 Consumer Expenditure 2020-2030
Chart 110 Population by Generation 2025
Polishes in Hungary
Key Data Insights
Polishes Demonstrate Growth Despite Cautious Consumers
Chart 111 Key Industry Trends for Polishes
Polishes Demonstrate Growth Despite Cautious Consumers
Sustainability Drives Innovation in Polish Products
Chart 112 Brands and More Hungary Launches Calzanetto Shoe Polish
Chart 113 Value Sales 2020-2030
Chart 114 Volume Sales 2020-2030
Chart 115 Value Sales by Category 2025
Rise Of Sustainable Products Expected to Continue
Premiumisation Set to Fuel Demand for Polishes
Changing Lifestyles to Impact Traditional Polishes
Chart 116 Forecast Value Sales 2020-2030
Chart 117 Forecast Value Sales by Category 2025-2030
Sc Johnson and Freudenberg Maintain Dominance through Innovation
Chart 118 Company Shares 2025
Chart 119 Brand Shares 2025
Hypermarkets Lead Sales of Polishes with Wide Product Range
Retail E-Commerce Grows Rapidly Driven by Convenience and Variety
Chart 120 Retail Channels 2020-2025
Chart 121 Economic Context for Polishes
Chart 122 Real Gdp Growth 2020-2030
Chart 123 Inflation 2020-2030
Chart 124 Consumer Context for Polishes
Chart 125 Population 2020-2030
Chart 126 Consumer Expenditure 2020-2030
Chart 127 Population by Generation 2025
Surface Care in Hungary
Key Data Insights
Specialised and Convenient Solutions Fuel Surface Care
Chart 128 Analyst Insight for Surface Care
Specialised and Convenient Solutions Fuel Surface Care
Chart 129 Flóraszept Targets Specific Surfaces
Health and Wellness Claims Drive Innovation
Sustainability Boosts Eco-Friendly Packaging and Ingredients
Chart 130 Unilever Launches Domestos Pine Fresh
Chart 131 Value Sales 2020-2030
Chart 132 Volume Sales 2020-2030
Chart 133 Value Sales by Category 2025
Specialised Premium Products to Shape Future of Surface Care
Long-Lasting Hygiene Expected to Drive Innovation
Eco-Friendly Packaging and Sustainable Practices Set to Gain Traction
Chart 134 Forecast Value Sales 2020-2030
Chart 135 Forecast Value Sales by Category 2025-2030
Unilever Leads with Diverse Brand Portfolio
Chart 136 Company Shares 2025
Chart 137 Brand Shares 2025
Health and Beauty Specialists Drive Surface Care Sales
E-Commerce Gains Traction in Surface Care
Chart 138 Retail Channels 2020-2025
Chart 139 Economic Context for Surface Care
Chart 140 Real Gdp Growth 2020-2030
Chart 141 Inflation 2020-2030
Chart 142 Consumer Context for Surface Care
Chart 143 Population 2020-2030
Chart 144 Consumer Expenditure 2020-2030
Chart 145 Population by Generation 2025
Toilet Care in Hungary
Key Data Insights
Premiumisation and Sustainability Drive Sales Growth
Chart 146 Key Industry Trends for Toilet Care
Premiumisation and Sustainability Drive Sales Growth
Advanced Hygiene and Health Concerns Shape Consumer Preferences
Chart 147 SC Johnson Launches Duck Mango Toilet Gel
Chart 148 Value Sales 2020-2030
Chart 149 Volume Sales 2020-2030
Chart 150 Value Sales by Category 2025
Consumer Spending Power to Drive Demand for Premium Toilet Care Products
Sustainability to Shape Future of Toilet Care
Sophisticated, Scented Products Set to Become Prominent
Chart 151 Forecast Value Sales 2020-2030
Chart 152 Forecast Value Sales by Category 2025-2030
Henkel Leads with Intense Product Innovation and Marketing
Chart 153 Company Shares 2025
Chart 154 Brand Shares 2025
Grocery Retailers Dominate Toilet Care Sales
Retail E-Commerce Emerges as Fastest Growing Distribution Channel
Chart 155 Retail Channels 2020-2025
Chart 156 Economic Context for Toilet Care
Chart 157 Real Gdp Growth 2020-2030
Chart 158 Inflation 2020-2030
Chart 159 Consumer Context for Toilet Care
Chart 160 Population 2020-2030
Chart 161 Consumer Expenditure 2020-2030
Chart 162 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Home Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
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- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
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- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
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- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
See all of our definitions
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This report originates from Passport, our Home Care research and analysis database.
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