In 2024, Hungary’s real GDP grew by 0.5%, lagging behind the regional average of 3.3%. Growth was driven by private and public consumption, but hindered by sluggish investment and exports. Over 2024-2029, Hungary’s economy is forecast to expand at a CAGR of 2.4%, with inflation predicted to rise to 4.6% in 2025. In the coming years, the government is expected to reduce the budget deficit, which reached 4.9% in 2024, and manage the high public debt-to-GDP ratio, which stood at 73.5%.

Retail value sales of airlines are seeing healthy growth in Hungary in 2025, with demand exceeding pre-pandemic levels, driven by strong consumer interest, infrastructure improvements, and strategic route development to new destinations. As capacity grows and geographic connectivity improves, Hungary is poised to establish itself as a regional aviation powerhouse—provided that political and economic conditions remain supportive.

Retail value sales of lodging (destination) are seeing strong growth in Hungary in 2025, mirroring the national tourism recovery. This is being driven by a surge in international tourism—especially to Budapest—which boosts hotel demand. Meanwhile, rising operational costs and labour shortages are pushing room rates higher, supporting value sales. Additionally, a shift toward mid- and upscale lodging is also contributing to the overall increase in retail value sales.

Travel in Hungary is maintaining positive growth in 2025, supported by a surge in both international and domestic tourism, lodging infrastructure investments, and evolving consumer preferences.

Inbound arrivals are seeing small growth in Hungary in 2025. Most tourists visiting Hungary arrive from neighbouring countries or those within close proximity—typically just a few hours' drive or a short flight away—and there has been no significant change in the leading source markets. Of course, opening new direct connections to Hungary always boosts interest and this is quickly reflected in lodging booking data as well. Hungary and its capital city Budapest is still considered affordable—bein

Retail value sales of booking are showing a healthy performance in Hungary in 2025, driven by cautious optimism. After several years of turbulence spurred by the COVID-19 pandemic and broader economic instability, both domestic and international travel are on a steady rebound, with industry players anticipating moderate growth driven by shifting consumer behaviours and renewed interest in exploration. Rising passenger volumes and increasing average fares are contributing to the sector’s expandin

Hungary's business environment showed mixed trends from 2019 to 2024, with improvements in business and labour freedom, but a decline in new business openings and trade freedom. In addition, the country's position in the Index of Economic Freedom deteriorated, particularly in monetary and government integrity rankings. Despite these challenges, business confidence and the stock market are projected to grow, and the transport and storage industry remains robust, driven by road freight traffic.

Public finances have improved and taxation remains low, but economic freedom is challenging and corruption persists. Subdued investment is adversely affecting the economy and inflation is rising, whilst exports could exhibit weakness. An increase in the minimum wage could drive consumer spending, but the populace continues to shrink and Hungary is less healthy than peers. High internet use is supporting e-commerce and the country leads in digitalising health records, but AI adoption is slow.

Value sales of digestive remedies increased in Hungary in 2025, supported by rising consumer awareness and a greater willingness to address digestive issues, such as overeating and the effects of unhealthy diets. Many consumers preferred to self-medicate rather than visit healthcare professionals, as long waiting times and uncomfortable diagnostic procedures make professional consultation less appealing. As a result, spending on over-the-counter digestive remedies rose throughout the year.

Value sales of eye care products increased in Hungary in 2025. Growth was largely driven by a rise in common eye problems, with consumers showing strong willingness to resolve these issues promptly. Eye allergies also became more prevalent, particularly during the spring and summer months, prompting many affected consumers to seek relief through suitable OTC allergy eye products. Allergy eye care products are also strongly promoted, and consumers can choose from a variety of products available.

Value sales of analgesics increased in Hungary in 2025, supported by strong promotional efforts from manufacturers, including advertising on television and in healthcare magazines. Inflationary pressure on consumers, which contributed to rising prices, also positively influenced the value growth of analgesics in 2025. Hungarians choose analgesics to help them manage various ailments that cause pain in the body, thus avoiding visits to the doctors and spending time in waiting rooms. Analgesics ar

Value sales of nicotine replacement therapy (NRT) smoking cessation aids increased in Hungary in 2025. Consumers increasingly recognise smoking as a harmful habit with serious health consequences, influenced by growing government-led campaigns that highlighted the negative effects of tobacco use. Rising cigarette prices further supported demand, as smokers are incentivised to redirect spending towards more essential goods and alternatives to smoking.

Cough, cold and allergy (hay fever) remedies recorded moderate value growth in Hungary in 2025. The category remains popular among consumers for its ability to alleviate symptoms of common colds and coughs. When initial symptoms appear, many consumers opt to self-medicate with over-the-counter products for the first few days, in order to avoid visiting a doctor.

Value sales of sports nutrition products increased in 2025, supported by a growing shift in consumer mindset towards proactive health management. Rather than relying solely on medication for preventive care, more consumers adopted self-care practices, including regular physical activity, which in turn drove rising demand for sports nutrition.

Value sales of herbal/traditional consumer health products increased in 2025, driven by sustained consumer interest in natural remedies perceived to offer fewer side effects than conventional OTC medicines. However, higher unit prices compared to standard alternatives tempered demand to some extent.

Value sales of wound care increased in Hungary in 2025, with stronger performance compared to the previous year. This was largely due to consumers oversupplying certain products to ensure they were readily available at home when needed. Higher unit prices and strong promotional activities also contributed to the category’s positive development.

Consumer health is experiencing steady value growth in Hungary in 2025, driven by ongoing price increases and a growing preference for self-medication. Consumers are increasingly choosing accessible and convenient solutions for common health issues such as headaches, allergies, colds and coughs, opting for easily available over-the-counter (OTC) medications, instead of visiting doctors for every health concern. Furthermore, there is a stronger focus on preventive measures, which has positively i

Value sales of dermatologicals increased in Hungary in 2025, supported by the widespread prevalence of skin and hair-related issues and a growing consumer willingness to self-treat with OTC products. Many consumers opted to manage mild to moderate dermatological problems independently, often seeking advice from pharmacists before purchasing non-prescription remedies. Only in more severe cases did they consult professional dermatologists.

Value sales of sleep aids increased in Hungary in 2025, supported by growing consumer interest in managing sleep disturbances without immediately turning to prescription medication. Sleep problems are becoming increasingly common in Hungary, often resulting from stressful lifestyles, irregular eating habits, or side effects from other medications. In response, many consumers initially opt for natural OTC sleep aids, drawn by their perceived safety and lack of side effects. This preference benef

Value sales of weight management and wellbeing products increased in 2025, driven by a growing number of consumers dissatisfied with their physical appearance and actively seeking ways to lose weight.

Value sales of vitamins increased in Hungary in 2025, driven by rising consumer interest in prevention and supplementing essential nutrients to support immunity and overall health. Government-led educational initiatives highlighting the benefits of vitamins further encouraged uptake, contributing to the category’s growth.

Value sales of paediatric consumer health products increased in Hungary in 2025, despite the country’s ongoing decline in birth rates. The category benefited from growing parental interest in high-quality, low side-effect products for treating and preventing childhood illnesses. Parents continued to prioritise the health of their children, showing a strong willingness to invest in effective solutions, even in the face of rising prices. Additionally, persistent inflation contributed to higher val

Value sales of dietary supplements increased in Hungary in 2025, supported by a growing consumer focus on health and disease prevention. The category benefited from the wide variety of products available to meet different health needs, which, combined with strong promotional activity, led to increased demand. Consumers have shown heightened interest in strengthening their immune systems and becoming less susceptible to common illnesses, seeking products with specific functional benefits, particu

In 2024, Hungary ranked eighth in Eastern Europe for average gross income, with a 7.1% real increase in per capita disposable income and a productivity level surpassing the regional average. Over 2024-2029, per capita disposable income is forecast to grow by 16%, driven by wage agreements and social benefits, though income inequality and a heavy tax burden persist. Despite this, the middle class is expected to expand, and consumer expenditure is set to increase by 13.6%, with housing remaining