Beauty and Personal Care in Hungary

Hungary's beauty and personal care market witnessed several notable trends in 2023 with these reflecting evolving consumer preferences and demographic shifts. First, the ageing population played a significant role, driving demand for specialised products such as therapeutic toothpaste, skin-friendly formulations, and anti-agers.

The Beauty and Personal Care in Hungary report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2019-2023, allowing you to identify the sectors driving growth. Forecasts to 2028 illustrate how the market is set to change.

Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

Get a detailed picture of the Beauty and Personal Care market;
Pinpoint growth sectors and identify factors driving change;
Understand the competitive environment, the market’s major players and leading brands;
Use five-year forecasts to assess how the market is predicted to develop.

EXECUTIVE SUMMARY

Beauty and personal care in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for beauty and personal care?

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2019-2023
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2019-2023
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2020-2023
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2018-2023
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2018-2023
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2023-2028
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2023-2028

DISCLAIMER

SOURCES

Summary 1 Research Sources

MASS BEAUTY AND PERSONAL CARE IN HUNGARYKEY DATA FINDINGS

2023 DEVELOPMENTS

Consumers go in search of value for money due to soaring inflation
Retail e-commerce continues to grow but retailers offering the best deals see the strongest growth
Busy consumers look for convenient solutions

PROSPECTS AND OPPORTUNITIES

Sustainability set to come to the fore over the forecast period as consumers and businesses become more responsible
Consumers feeling pressure to always look their best in an increasingly digital world
Advanced product formulas likely to attract sales

CATEGORY DATA

Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2019-2023
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2020-2023
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2023-2028
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2023-2028

PREMIUM BEAUTY AND PERSONAL CARE IN HUNGARYKEY DATA FINDINGS

2023 DEVELOPMENTS

Consumers retain willingness to invest in small indulges
Premium fragrances remain popular
Ageing population presents new sales opportunities

PROSPECTS AND OPPORTUNITIES

Sustainability and preventative health set to be key a key focus in premium beauty and personal care
Players may need to adapt and evolve to changes in the market
Dermocosmetics opening up new opportunities for premium brands

CATEGORY DATA

Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2019-2023
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2020-2023
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2023-2028
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2023-2028

BABY AND CHILD-SPECIFIC PRODUCTS IN HUNGARYKEY DATA FINDINGS

2023 DEVELOPMENTS

Consumers shift towards private label and larger pack sizes as incomes are squeezed
Premium products remain popular with health conscious parents
Retail e-commerce remains an increasingly popular option for parents and guardians

PROSPECTS AND OPPORTUNITIES

Parents and guardians set to focus more on avoiding skin allergies
Environmental concerns set to inform new product development and innovation
Players expected to target new mothers to help establish brand loyalty and trust

CATEGORY DATA

Table 23 Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2019-2023
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2020-2023
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2020-2023
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2020-2023
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2020-2023
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2023-2028
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2023-2028
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2023-2028

BATH AND SHOWER IN HUNGARYKEY DATA FINDINGS

2023 DEVELOPMENTS

High inflation puts pressure on consumer spending and informs purchasing decisions
Increasing focus on wellness shapes demand
More attention being paid to clean ingredients even at private label level

PROSPECTS AND OPPORTUNITIES

Drugstores set to continue playing a strong role in the distribution of bath and shower
Demand for sustainable packaging set to grow
Larger pack sizes set to gain relevance even in dermocosmetics

CATEGORY DATA

Table 34 Sales of Bath and Shower by Category: Value 2018-2023
Table 35 Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023
Table 37 NBO Company Shares of Bath and Shower: % Value 2019-2023
Table 38 LBN Brand Shares of Bath and Shower: % Value 2020-2023
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2020-2023
Table 40 Forecast Sales of Bath and Shower by Category: Value 2023-2028
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2023-2028
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2023-2028

COLOUR COSMETICS IN HUNGARYKEY DATA FINDINGS

2023 DEVELOPMENTS

Consumers look to achieve a healthy natural glow
Fortified make-up products attract interest
Price increases tolerated more in the premium segment

PROSPECTS AND OPPORTUNITIES

Retailers exploring new sales opportunities
Convenience is king
E-commerce set to make further inroads

CATEGORY DATA

Table 43 Sales of Colour Cosmetics by Category: Value 2018-2023
Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2018-2023
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2019-2023
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2020-2023
Table 47 LBN Brand Shares of Eye Make-up: % Value 2020-2023
Table 48 LBN Brand Shares of Facial Make-up: % Value 2020-2023
Table 49 LBN Brand Shares of Lip Products: % Value 2020-2023
Table 50 LBN Brand Shares of Nail Products: % Value 2020-2023
Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2020-2023
Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2023-2028
Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2023-2028

DEODORANTS IN HUNGARYKEY DATA FINDINGS

2023 DEVELOPMENTS

World’s first deodorant refill stations launched in Hungary
Drugstores retain a leading role in the sale and distribution of deodorants
Brand loyalty remains high despite elevated inflation

PROSPECTS AND OPPORTUNITIES

Duo-packs and other special offers could help offset the impact of high price increases
Sustainability concerns likely to inform new product development and innovation
Consumers expected to pay closer scrutiny to product ingredients

CATEGORY DATA

Table 54 Sales of Deodorants by Category: Value 2018-2023
Table 55 Sales of Deodorants by Category: % Value Growth 2018-2023
Table 56 Sales of Deodorants by Premium vs Mass: % Value 2018-2023
Table 57 NBO Company Shares of Deodorants: % Value 2019-2023
Table 58 LBN Brand Shares of Deodorants: % Value 2020-2023
Table 59 LBN Brand Shares of Premium Deodorants: % Value 2020-2023
Table 60 Forecast Sales of Deodorants by Category: Value 2023-2028
Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2023-2028
Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2023-2028

DEPILATORIES IN HUNGARYKEY DATA FINDINGS

2023 DEVELOPMENTS

Consumers go in search of the best value in razors and blades
Products become more specialised and innovative as players compete for share
Competing long-term solutions

PROSPECTS AND OPPORTUNITIES

Improving economy should result in consumers trading up
Advanced technologies likely to present strong competition to depilatories
New product development likely to incorporate eco-friendly solutions

CATEGORY DATA

Table 63 Sales of Depilatories by Category: Value 2018-2023
Table 64 Sales of Depilatories by Category: % Value Growth 2018-2023
Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2019-2023
Table 66 NBO Company Shares of Depilatories: % Value 2019-2023
Table 67 LBN Brand Shares of Depilatories: % Value 2020-2023
Table 68 Forecast Sales of Depilatories by Category: Value 2023-2028
Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2023-2028

FRAGRANCES IN HUNGARYKEY DATA FINDINGS

2023 DEVELOPMENTS

Fragrances sees strong growth in 2023 despite sharp increase in prices
Hungarians show loyalty to premium fragrances
E-commerce continues to gain ground in fragrances

PROSPECTS AND OPPORTUNITIES

Rising demand for niche, artisanal and natural fragrances
Premium fragrances projected to be the most dynamic category
Sustainable packaging solutions set to become more commonplace

CATEGORY DATA

Table 70 Sales of Fragrances by Category: Value 2018-2023
Table 71 Sales of Fragrances by Category: % Value Growth 2018-2023
Table 72 NBO Company Shares of Fragrances: % Value 2019-2023
Table 73 LBN Brand Shares of Fragrances: % Value 2020-2023
Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2020-2023
Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2020-2023
Table 76 Forecast Sales of Fragrances by Category: Value 2023-2028
Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2023-2028

HAIR CARE IN HUNGARYKEY DATA FINDINGS

2023 DEVELOPMENTS

Increased focus on home treatments and wellness drives sales of hair care in 2023
Drugstores continue to lead sales supported by the strong performance of their private label lines
Consumers paying more attention to the ingredients in the products they buy

PROSPECTS AND OPPORTUNITIES

Consumers expected to follow increasingly complex hair care routines to get the best results
Sustainable products and packaging expected to make gains
Convenience set to inform new product development

CATEGORY DATA

Table 78 Sales of Hair Care by Category: Value 2018-2023
Table 79 Sales of Hair Care by Category: % Value Growth 2018-2023
Table 80 Sales of Hair Care by Premium vs Mass: % Value 2018-2023
Table 81 NBO Company Shares of Hair Care: % Value 2019-2023
Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2019-2023
Table 83 LBN Brand Shares of Hair Care: % Value 2020-2023
Table 84 LBN Brand Shares of Colourants: % Value 2020-2023
Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2020-2023
Table 86 LBN Brand Shares of Styling Agents: % Value 2020-2023
Table 87 LBN Brand Shares of Premium Hair Care: % Value 2020-2023
Table 88 Forecast Sales of Hair Care by Category: Value 2023-2028
Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2023-2028
Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2023-2028

MEN'S GROOMING IN HUNGARYKEY DATA FINDINGS

2023 DEVELOPMENTS

Shifting trends and changing consumer preferences impact sales
Prices soar as inflation continues to bite
Men’s grooming sees a growing focus on products to prevent hair loss

PROSPECTS AND OPPORTUNITIES

Fortified pre- and post-shave products for sensitive skin set to become more prevalent
Male beautification trend expected to boost sales
Men’s grooming expected to become more diverse and more sophisticated

CATEGORY DATA

Table 122 Sales of Men’s Grooming by Category: Value 2018-2023
Table 123 Sales of Men’s Grooming by Category: % Value Growth 2018-2023
Table 124 Sales of Men's Razors and Blades by Type: % Value Breakdown 2020-2023
Table 125 Sales of Men's Skin Care by Type: % Value Breakdown 2020-2023
Table 126 NBO Company Shares of Men’s Grooming: % Value 2019-2023
Table 127 LBN Brand Shares of Men’s Grooming: % Value 2020-2023
Table 128 LBN Brand Shares of Men's Razors and Blades: % Value 2020-2023
Table 129 Forecast Sales of Men’s Grooming by Category: Value 2023-2028
Table 130 Forecast Sales of Men’s Grooming by Category: % Value Growth 2023-2028

ORAL CARE IN HUNGARYKEY DATA FINDINGS

2023 DEVELOPMENTS

Growing demand for therapeutic oral care products informs new product development
Consumers investing more time and money in their oral care routines
Premiumisation impacts sales of oral care

PROSPECTS AND OPPORTUNITIES

Expansion of green solutions expected in oral care
Rising demand for preventive oral care products
Consumers going in search of a Hollywood smile

CATEGORY DATA

Table 91 Sales of Oral Care by Category: Value 2018-2023
Table 92 Sales of Oral Care by Category: % Value Growth 2018-2023
Table 93 Sales of Toothbrushes by Category: Value 2018-2023
Table 94 Sales of Toothbrushes by Category: % Value Growth 2018-2023
Table 95 Sales of Toothpaste by Type: % Value Breakdown 2019-2023
Table 96 NBO Company Shares of Oral Care: % Value 2019-2023
Table 97 LBN Brand Shares of Oral Care: % Value 2020-2023
Table 98 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2020-2023
Table 99 LBN Brand Shares of Toothpaste: % Value 2020-2023
Table 100 Forecast Sales of Oral Care by Category: Value 2023-2028
Table 101 Forecast Sales of Oral Care by Category: % Value Growth 2023-2028
Table 102 Forecast Sales of Toothbrushes by Category: Value 2023-2028
Table 103 Forecast Sales of Toothbrushes by Category: % Value Growth 2023-2028

SKIN CARE IN HUNGARYKEY DATA FINDINGS

2023 DEVELOPMENTS

Consumers becoming more informed about the benefits of a good skin care routine
Rise of premium skin care against a backdrop of high inflation
Dermocosmetics thriving while beauty procedures influence sales and more consumers go online

PROSPECTS AND OPPORTUNITIES

The rise of premium dermocosmetics and acne solutions
Sustainable packaging solutions set to come to the fore due to new EU directive
Premium skin care facing a bright future

CATEGORY DATA

Table 104 Sales of Skin Care by Category: Value 2018-2023
Table 105 Sales of Skin Care by Category: % Value Growth 2018-2023
Table 106 NBO Company Shares of Skin Care: % Value 2019-2023
Table 107 LBN Brand Shares of Skin Care: % Value 2020-2023
Table 108 LBN Brand Shares of Basic Moisturisers: % Value 2020-2023
Table 109 LBN Brand Shares of Anti-agers: % Value 2020-2023
Table 110 LBN Brand Shares of Firming Body Care: % Value 2020-2023
Table 111 LBN Brand Shares of General Purpose Body Care: % Value 2020-2023
Table 112 LBN Brand Shares of Premium Skin Care: % Value 2020-2023
Table 113 Forecast Sales of Skin Care by Category: Value 2023-2028
Table 114 Forecast Sales of Skin Care by Category: % Value Growth 2023-2028

SUN CARE IN HUNGARYKEY DATA FINDINGS

2023 DEVELOPMENTS

Improved education and awareness around the importance of sun protection boosts volume sales in 2023
Less price-sensitivity, more brand loyalty
Price-sensitive customers embrace private label options

PROSPECTS AND OPPORTUNITIES

Sun care set to shine despite competition from other products with added SPF

Sun protection with additional skin care benefits likely to gain attention
Range of self-tanning products expected to grow

CATEGORY DATA

Table 115 Sales of Sun Care by Category: Value 2018-2023
Table 116 Sales of Sun Care by Category: % Value Growth 2018-2023
Table 117 NBO Company Shares of Sun Care: % Value 2019-2023
Table 118 LBN Brand Shares of Sun Care: % Value 2020-2023
Table 119 LBN Brand Shares of Premium Adult Sun Care: % Value 2020-2023
Table 120 Forecast Sales of Sun Care by Category: Value 2023-2028
Table 121 Forecast Sales of Sun Care by Category: % Value Growth 2023-2028

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