COMPETITIVE LANDSCAPE
Technology and affordability gain importance
Menswear in Hungary is fragmented, with multiple players competing for market share. In 2025, H&M Hennes & Mauritz led with an 8% retail value share, followed by ITX Magyarország (8%) and LPP Hungary, Tesco-Globál Áruházak and Tízpróba Magyarország, all with a 5% share.
Emerging players and trends create new opportunities
Emerging companies like Jack & Jones are gaining traction in menswear. Jack & Jones's success can be attributed to its Scandinavian-inspired, clean-lined and versatile fashion, which appeals to style-conscious men.
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Overview:
Understand the latest market trends and future growth opportunities for the Menswear 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.
If you're in the Menswear 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 Menswear 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 Menswear in Hungary?
- Which are the leading brands in Hungary?
- How are products distributed in Hungary?
- How is the rise of e-commerce shaping demand?
- What % of apparel and footwear sales are made via grocery retailers?
- Do consumers want premium quality or fast fashion?
- How will COVID-19 and recession impact demand?
- How important is sustainability in Menswear in Hungary?
- Where is future growth expected to be most dynamic?
Menswear in Hungary - Category analysis
KEY DATA FINDINGS
Menswear is a dynamic category in Hungary
Hungarian menswear on the up
Men's outerwear dominates through broad assortments and necessity
AI-driven styling tools and role model collaborations drive sales
Economic improvements and style experimentation to drive sales
Men’s swimwear to rebound as tourism flows increase
Scandinavian-inspired brands and sustainable materials to gain traction
Technology and affordability gain importance
Emerging players and trends create new opportunities
Retail offline leads menswear through specialist retailers and department stores
E-commerce gains traction with fast fashion and premium drops
Apparel and Footwear in Hungary - Industry Overview
Apparel and footwear retains attractiveness
Premiumisation and downtrading drive sales amidst economic pressures
Lifestyle specialties exert a growing influence on apparel and footwear
Innovative retail experiences fuel dynamic growth in sportswear
Consumers driving polarisation with premium or budget choices
Apparel to maintain largest share as sportswear remains a key growth driver
Digital channels and social media to help shape consumer choices
Strong strategic moves to stay ahead of an intensifying field
Emerging players reshape the competitive landscape
Specialist retailers underpin retail offline’s dominance
Retail e-commerce grows as consumers seek convenience
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Menswear
- Men's Nightwear
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- Economy Men's Jeans
- Standard Men's Jeans
- Premium Men's Jeans
- Super Premium Men's Jeans
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- Men's Jackets and Coats
- Men's Jumpers
- Men's Shirts
- Men's Shorts and Trousers
- Men's Suits
- Men's Tops
- Other Men's Outerwear
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- Men's Swimwear
- Men's Underwear
Menswear
This is the aggregation of men's outerwear and men's underwear, nightwear and swimwear.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Menswear research and analysis database.
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