Tissue and hygiene in 2024: The big picture
In 2024, current value sales of tissue and hygiene products in Hungary registered moderate growth due to ongoing high inflation. However, growth was slower than seen during the previous two years of the review period as inflation stabilised somewhat.
2024 key trends
The wide selection of toilet paper products and their high daily usage by nearly all local consumers in the country led to sales growth within this product area. Innovative features such as larger pack sizes, extended roll lengths, aesthetic design, and a focus on sustainability also contributed to strong current value sales growth for toilet paper in 2024.
Competitive landscape
The competitive landscape of tissue and hygiene in Hungary is characterised by strong, world-renowned international manufacturers, while domestic producers hold only a marginal presence. International players Johnson & Johnson and Procter & Gamble continued to lead overall sales with their respective Carefree and Always brands, which are highly popular in menstrual care.
Retail developments
Hypermarkets held the leading position among retail channels in hygiene in 2024. The strong presence of hypermarkets can be attributed to their extensive network of retail outlets across the country, providing local consumers with the convenience of purchasing all their daily necessities in one location, thereby saving time.
What next for tissue and hygiene?
Across the forecast period, tissue and hygiene is expected to record ongoing, positive retail current value growth, with price pressure continuing to impact the landscape during the early forecast period. However, in the longer term, added-value properties will boost sales, with rising demand for convenient products and those with eco-friendly attributes made of natural, premium-quality materials.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene 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:
- Away-From-Home Tissue and Hygiene
- Retail Adult Incontinence
- Nappies/Diapers/Pants
- Sanitary Protection
- Wipes
- Retail Tissue
- RX/Reimbursement Adult Incontinence
If you're in the Tissue and Hygiene 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 Tissue and Hygiene 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 Tissue and Hygiene in Hungary?
- Which are the leading brands in Tissue and Hygiene in Hungary?
- How are products distributed in Tissue and Hygiene 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 Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Tissue and Hygiene in Hungary
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
DISCLAIMER
Away-From-Home Tissue and Hygiene in Hungary
KEY DATA FINDINGS
Robust current value growth for AFH tissue and hygiene in 2024
Essity remains a key player with its Tork brand
Distribution landscape is largely unchanged, with small gains for horeca and hospitals
Growth anticipated for AFH tissue and hygiene as the local population continues to age
Private label could benefit from ongoing price sensitivity amid high levels of inflation
AFH tissue sales will be driven by eco-friendly options and product innovations
Retail Adult Incontinence in Hungary
KEY DATA FINDINGS
Current value sales increase in 2024thanks to innovation and marketing campaigns directed at the ageing population
Essity AB leads and most dynamic companies
Health and beauty specialists leads, but e-commerce shows the most dynamism
Rx/reimbursement set to present strong challenge to growth of retail adult incontinence over the forecast period
E-commerce growth may slow, but the channel will remain highly popular with many local consumers
Innovation will prioritise comfort and efficiency
Nappies/Diapers/Pants in Hungary
KEY DATA FINDINGS
Modest current value growth for nappies/diapers/pants in 2024 despite decline in newborn babies
Competitive landscape remains largely changed, with Pampers enjoying top ranking
Health and beauty specialists faces challenges from the dynamism of e-commerce
Slow growth forecast, with disposable pants the most dynamic subcategory
E-commerce will continue to gain ground at the expense of health and beauty specialists in the years ahead
Investments in innovation will focus on comfort and eco-friendliness
Menstrual Care in Hungary
KEY DATA FINDINGS
Convenience and comfort drive retail volume and current value growth in menstrual care in 2024
Competitive landscape remains considered, with Procter & Gamble retaining top position
Health and beauty specialists continues to lead sales, but e-commerce enjoys the most dynamism
Category performance will be limited, with low levels of innovation
E-commerce evolution will continue apace
Focus on natural components will drive growth in the years ahead
Wipes in Hungary
KEY DATA FINDINGS
Current value growth slower than previously as consumers seek low-cost options
Leading company Essity focuses on product availability and innovation in 2024
Health and beauty specialists maintain the lead but lose share to e-commerce
Focus on hygiene, innovation and versatility set to drive sales across the forecast period
E-commerce set to expand as consumers shift towards larger pack sizes
Innovation will focus on eco-friendly and premium options in the coming years
Retail Tissue in Hungary
KEY DATA FINDINGS
Current value performance sustained by price increases and premiumisation in 2024
Competitive landscape in retail tissue remains largely unchanged
Hypermarkets leads once again but loses some share to e-commerce
Stable growth expected for retail tissue as the premiumisation trend continues
E-commerce will continue its upward trajectory but will not threaten hypermarkets' position
Focus on sustainability will shape product developments in retail tissue in the coming years
Rx/Reimbursement Adult Incontinence in Hungary
KEY DATA FINDINGS
Current value sales of Rx/reimbursement adult incontinence outperform retail adult incontinence in 2024
Innovation hampered by narrow profit margins due to set prices
E-commerce benefits from its ability to offer discretion and high levels of convenience
Ageing population will support current value performance in the coming years
Innovation may rely on legislative changes bolstering profit margins
Distribution methods will prioritise convenience over the forecast period
The following categories and subcategories are included:
Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
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- Light Adult Incontinence
- Moderate/Heavy Adult Incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Pantyliners
- Tampons
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- Standard Towels with Wings
- Standard Towels without Wings
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- Slim/Thin/Ultra-Thin Towels with Wings
- Slim/Thin/Ultra-Thin Towels without Wings
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- Menstrual Care Including Intimate Wipes
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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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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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- Rx/Reimbursement adult incontinence
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- AFH Adult Incontinence
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- Retail Light Adult Incontinence
- Retail Moderate/Heavy Adult Incontinence
- Rx/Reimbursement adult incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
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-
-
- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
-
-
- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
-
-
- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- AFH Napkins
- Retail Napkins
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- AFH Tablecloths
- Retail Tablecloths
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- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
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- AFH Paper Towels
- Retail Paper Towels
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- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
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Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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