Competitive Landscape
Sofidel Gains Ground as Vajda Papír Leverages Local Production
Retail tissue in Hungary demonstrates a fairly concentrated structure, with the top three companies holding a combined 44% share. Sofidel Hungary Kft led in 2025 with 18%, followed by Essity Hungary Kft with 17%, and with Vajda Papír Kft in third place with 8%.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail Tissue 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 Retail Tissue 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 Retail Tissue 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 Retail Tissue in Hungary?
- Which are the leading brands in Retail Tissue in Hungary?
- How are products distributed in Retail Tissue 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 Retail Tissue products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Retail Tissue in Hungary - Category analysis
Key Data Insights
Brands Drive Premiumisation and Eco Innovation in Tissues
Brands Drive Premiumisation and Eco Innovation in Tissues
Toilet Paper and Facial Tissues Benefit From Value Shift and In-Home Usage
Brands to Accelerate Digital-Led Innovation and Consumer Loyalty
Toilet Paper to Maintain Dominance as Facial Tissues Gain Momentum
Digital Printing and Advanced Tissue Technology Reshape Competitive Advantage
Sofidel Gains Ground as Vajda Papír Leverages Local Production
Hypermarkets Defend Bulk Sales as Discounters Close the Gap
Retail E-Commerce Accelerates Bulk Buying and Disrupts Store Loyalty
Tissue and Hygiene in Hungary - Industry Overview
Leading Brands Respond to Premiumisation and Eco Demand
Key Data Insights
Leading Brands Respond to Premiumisation and Eco Demand
Hartmann-Rico Captures Eco-Driven Incontinence Buyers with Washable Innovation
Private Label Leverages Alternative Fibres and Packaging to Boost Adoption
E-Commerce Automation and Smart Packaging to Drive Repeat Purchasing
Wellness and Regenerative Fibres to Redefine Premium Product Appeal
Senior-Focused Innovation and Eco-Labelling to Reshape Competition
Vajda-Papír Kft Reshapes Competition through Strategic Acquisition
Hypermarkets Sustain Leadership, with Hypermarkets Appealing to Cost-Conscious Consumers, While Discounters Grow Share
Retail E-Commerce Wins Loyalty through Convenience and Subscription Models
Country Reports Disclaimer
The following categories and subcategories are included:
Retail Tissue
- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
Why 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 Retail Tissue research and analysis database.
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