Retailing in Hungary - Research and Markets

COVID-19 and the resultant immediate adjustments to retailers’ daily operations remained the key driver of most changes in retailing in Hungary at the end of the review period. In 2020, retailers learned how to adapt quickly to sudden changes, such as new regulations on opening hours, lockdowns, and inventory management during stockpiling and panic-buying. These skills came in very useful for navigating their businesses through the further waves of the pandemic in 2021.

This 'Retailing in Hungary' report offers insight into key trends and developments driving the industry. The report examines all retail channels to provide sector insight. Channels include hypermarkets, supermarkets, discounters, convenience stores, mixed retailers, health and beauty retailers, clothing and footwear retailers, furniture and furnishing stores, DIY and hardware stores, durable goods retailers, leisure and personal goods retailers. There are profiles of leading retailers, with analysis of their performance and the challenges they face. There is also analysis of non-store retailing: vending; homeshopping; internet retailing; direct selling, as available.

Product coverage: Non-Store Retailing, Store-Based Retailing.

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

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EXECUTIVE SUMMARY

Retailing in 2021: COVID-19 still determines all aspects of retailing
E-commerce keeps retailers afloat
2021 sees improved consumer sentiment and better household financial position, driving a rebound
What next for retailing?- Uncertainties are here to stay

OPERATING ENVIRONMENT

Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type 2021
Physical retail landscape
Cash and carry
Table 1 Cash and Carry Sales: Value 2016-2021
Seasonality
Black Friday
Christmas
Back-to-school
Payments
Delivery and collection
Emerging business models

MARKET DATA

Table 2 Sales in Retailing by Store-based vs Non-Store: Value 2016-2021
Table 3 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2016-2021
Table 4 Sales in Store-based Retailing by Channel: Value 2016-2021
Table 5 Sales in Store-based Retailing by Channel: % Value Growth 2016-2021
Table 6 Store-based Retailing Outlets by Channel: Units 2016-2021
Table 7 Store-based Retailing Outlets by Channel: % Unit Growth 2016-2021
Table 8 Sales in Non-Store Retailing by Channel: Value 2016-2021
Table 9 Sales in Non-Store Retailing by Channel: % Value Growth 2016-2021
Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 11 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 12 Sales in Grocery Retailers by Channel: Value 2016-2021
Table 13 Sales in Grocery Retailers by Channel: % Value Growth 2016-2021
Table 14 Grocery Retailers Outlets by Channel: Units 2016-2021
Table 15 Grocery Retailers Outlets by Channel: % Unit Growth 2016-2021
Table 16 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2016-2021
Table 17 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 18 Sales in Non-Grocery Specialists by Channel: Value 2016-2021
Table 19 Sales in Non-Grocery Specialists by Channel: % Value Growth 2016-2021
Table 20 Non-Grocery Specialists Outlets by Channel: Units 2016-2021
Table 21 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2016-2021
Table 22 Mixed Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 23 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 24 Sales in Mixed Retailers by Channel: Value 2016-2021
Table 25 Sales in Mixed Retailers by Channel: % Value Growth 2016-2021
Table 26 Mixed Retailers Outlets by Channel: Units 2016-2021
Table 27 Mixed Retailers Outlets by Channel: % Unit Growth 2016-2021
Table 28 Retailing GBO Company Shares: % Value 2017-2021
Table 29 Retailing GBN Brand Shares: % Value 2018-2021
Table 30 Store-based Retailing GBO Company Shares: % Value 2017-2021
Table 31 Store-based Retailing GBN Brand Shares: % Value 2018-2021
Table 32 Store-based Retailing LBN Brand Shares: Outlets 2018-2021
Table 33 Non-Store Retailing GBO Company Shares: % Value 2017-2021
Table 34 Non-Store Retailing GBN Brand Shares: % Value 2018-2021
Table 35 Grocery Retailers GBO Company Shares: % Value 2017-2021
Table 36 Grocery Retailers GBN Brand Shares: % Value 2018-2021
Table 37 Grocery Retailers LBN Brand Shares: Outlets 2018-2021
Table 38 Grocery Retailers LBN Brand Shares: Selling Space 2018-2021
Table 39 Non-Grocery Specialists GBO Company Shares: % Value 2017-2021
Table 40 Non-Grocery Specialists GBN Brand Shares: % Value 2018-2021
Table 41 Non-Grocery Specialists LBN Brand Shares: Outlets 2018-2021
Table 42 Non-Grocery Specialists LBN Brand Shares: Selling Space 2018-2021
Table 43 Mixed Retailers GBO Company Shares: % Value 2017-2021
Table 44 Mixed Retailers GBN Brand Shares: % Value 2018-2021
Table 45 Mixed Retailers LBN Brand Shares: Outlets 2018-2021
Table 46 Mixed Retailers LBN Brand Shares: Selling Space 2018-2021
Table 47 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2021-2026
Table 48 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2021-2026
Table 49 Forecast Sales in Store-based Retailing by Channel: Value 2021-2026
Table 50 Forecast Sales in Store-based Retailing by Channel: % Value Growth 2021-2026
Table 51 Forecast Store-based Retailing Outlets by Channel: Units 2021-2026
Table 52 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2021-2026
Table 53 Forecast Sales in Non-Store Retailing by Channel: Value 2021-2026
Table 54 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2021-2026
Table 55 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 56 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 57 Forecast Sales in Grocery Retailers by Channel: Value 2021-2026
Table 58 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2021-2026
Table 59 Forecast Grocery Retailers Outlets by Channel: Units 2021-2026
Table 60 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2021-2026
Table 61 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 62 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 63 Forecast Sales in Non-Grocery Specialists by Channel: Value 2021-2026
Table 64 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2021-2026
Table 65 Forecast Non-Grocery Specialists Outlets by Channel: Units 2021-2026
Table 66 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2021-2026
Table 67 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 68 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 69 Forecast Sales in Mixed Retailers by Channel: Value 2021-2026
Table 70 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2021-2026
Table 71 Forecast Mixed Retailers Outlets by Channel: Units 2021-2026
Table 72 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2021-2026

SOURCES

Summary 2 Research Sources

CONVENIENCE STORES IN HUNGARYKEY DATA FINDINGS

2021 DEVELOPMENTS

Erosion of outlet numbers continues as shopping habits change
Poor foot traffic in urban areas hampers sales
Forecourt retailers become more active- teaming up with grocery retail brands

PROSPECTS AND OPPORTUNITIES

Convenience stores could move into e-commerce
Franchising likely to be the easiest route to growth
Hungarian Village Program aims to prevent the closure of convenience stores

CHANNEL DATA

Table 73 Convenience Stores: Value Sales, Outlets and Selling Space 2016-2021
Table 74 Convenience Stores: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 75 Convenience Stores GBO Company Shares: % Value 2017-2021
Table 76 Convenience Stores GBN Brand Shares: % Value 2018-2021
Table 77 Convenience Stores LBN Brand Shares: Outlets 2018-2021
Table 78 Convenience Stores LBN Brand Shares: Selling Space 2018-2021
Table 79 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 80 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

DISCOUNTERS IN HUNGARYKEY DATA FINDINGS

2021 DEVELOPMENTS

Discounters continues to see dynamic value growth and gains share
Aldi and Penny Market move into grocery e-commerce
New outlet openings cover new locations

PROSPECTS AND OPPORTUNITIES

Discounters will remain popular shopping destinations
Share of products from domestic sources to grow
No new entrants in discounters

CHANNEL DATA

Table 81 Discounters: Value Sales, Outlets and Selling Space 2016-2021
Table 82 Discounters: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 83 Discounters GBO Company Shares: % Value 2017-2021
Table 84 Discounters GBN Brand Shares: % Value 2018-2021
Table 85 Discounters LBN Brand Shares: Outlets 2018-2021
Table 86 Discounters LBN Brand Shares: Selling Space 2018-2021
Table 87 Discounters Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 88 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

HYPERMARKETS IN HUNGARYKEY DATA FINDINGS

2021 DEVELOPMENTS

Hypermarkets are popular outlets- large sales area remains an advantage
Grocery the focus of the product assortment
Share of products from domestic sources grows

PROSPECTS AND OPPORTUNITIES

Hypermarkets in busy retail environments likely to be better-positioned
Stable competitive landscape with no new entrants expected
Hypermarkets as click-and-collect locations for grocery e-commerce

CHANNEL DATA

Table 89 Hypermarkets: Value Sales, Outlets and Selling Space 2016-2021
Table 90 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 91 Hypermarkets GBO Company Shares: % Value 2017-2021
Table 92 Hypermarkets GBN Brand Shares: % Value 2018-2021
Table 93 Hypermarkets LBN Brand Shares: Outlets 2018-2021
Table 94 Hypermarkets LBN Brand Shares: Selling Space 2018-2021
Table 95 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 96 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

SUPERMARKETS IN HUNGARYKEY DATA FINDINGS

2021 DEVELOPMENTS

Supermarkets withstands the test of the COVID-19 pandemic
Outlet renovation programme continues
Focus on groceries, and some supermarkets evolve into hubs for grocery e-commerce

PROSPECTS AND OPPORTUNITIES

Supermarkets in smaller towns set to maintain their competitive edge
Discounters is the biggest threat to supermarkets
Limited potential for changes in the competitive landscape

CHANNEL DATA

Table 97 Supermarkets: Value Sales, Outlets and Selling Space 2016-2021
Table 98 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 99 Supermarkets GBO Company Shares: % Value 2017-2021
Table 100 Supermarkets GBN Brand Shares: % Value 2018-2021
Table 101 Supermarkets LBN Brand Shares: Outlets 2018-2021
Table 102 Supermarkets LBN Brand Shares: Selling Space 2018-2021
Table 103 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 104 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

TRADITIONAL GROCERY RETAILERS IN HUNGARYKEY DATA FINDINGS

2021 DEVELOPMENTS

Many traditional grocery retailers suffer from the increasing competition
Alternative/new locations help drive growth
Changes in foot traffic and shopping habits bring new uncertainties

PROSPECTS AND OPPORTUNITIES

Hungarian Village Program attempts to save grocery retailers in small villages
Tobacco stores look for alternative sales drivers
Cluttered channel, no new significant chains to transform the competitive landscape

CHANNEL DATA

Table 105 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 106 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 107 Traditional Grocery Retailers GBO Company Shares: % Value 2017-2021
Table 108 Traditional Grocery Retailers GBN Brand Shares: % Value 2018-2021
Table 109 Traditional Grocery Retailers LBN Brand Shares: Outlets 2018-2021
Table 110 Traditional Grocery Retailers LBN Brand Shares: Selling Space 2018-2021
Table 111 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 112 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

APPAREL AND FOOTWEAR SPECIALIST RETAILERS IN HUNGARYKEY DATA FINDINGS

2021 DEVELOPMENTS

Another critical year for apparel and footwear specialist retailers
E-commerce/omnichannel sales keep retailers afloat
Leading chains maintain their positions- no significant changes in the competitive landscape

PROSPECTS AND OPPORTUNITIES

More emphasis on an omnichannel strategy
Store-based sales are at a mature stage, with few new entrants expected
Concerns about environmental issues and fair working conditions reach the Hungarian audience

CHANNEL DATA

Table 113 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 114 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 115 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2017-2021
Table 116 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2018-2021
Table 117 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2018-2021
Table 118 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2018-2021
Table 119 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 120 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

ELECTRONICS AND APPLIANCE SPECIALIST RETAILERS IN HUNGARYKEY DATA FINDINGS

2021 DEVELOPMENTS

Continuation of pandemic shifts store-based sales further towards e-commerce
Innovations and pent-up demand drive sales
Number of independent unchained outlets declines

PROSPECTS AND OPPORTUNITIES

E-commerce players becoming more active in store-based retailing
Further shift towards e-commerce
No major changes expected in the competitive landscape

CHANNEL DATA

Table 121 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 122 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 123 Electronics and Appliance Specialist Retailers GBO Company Shares: % Value 2017-2021
Table 124 Electronics and Appliance Specialist Retailers GBN Brand Shares: % Value 2018-2021
Table 125 Electronics and Appliance Specialist Retailers LBN Brand Shares: Outlets 2018-2021
Table 126 Electronics and Appliance Specialist Retailers LBN Brand Shares: Selling Space 2018-2021
Table 127 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 128 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

HEALTH AND BEAUTY SPECIALIST RETAILERS IN HUNGARYKEY DATA FINDINGS

2021 DEVELOPMENTS

The channel is still at the forefront of consumer attention
More chemists/pharmacies offer omnichannel retailing
Stable competitive landscape despite turbulent times

PROSPECTS AND OPPORTUNITIES

Doubts about the future of small chemists/pharmacies remain
Omnichannel sales strategies
Health and wellbeing will remain top priorities and drive sales

CHANNEL DATA

Table 129 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 130 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 131 Sales in Health and Beauty Specialist Retailers by Channel: Value 2016-2021
Table 132 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2016-2021
Table 133 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2017-2021
Table 134 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2018-2021
Table 135 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2018-2021
Table 136 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2018-2021
Table 137 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 138 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 139 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2021-2026
Table 140 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2021-2026

HOME AND GARDEN SPECIALIST RETAILERS IN HUNGARYKEY DATA FINDINGS

2021 DEVELOPMENTS

Home and garden specialist retailers boosted by government programmes and sudden price increases
Shift towards e-commerce- reaching out to new customer segments
The increasing concentration in home and garden specialist retailers continues

PROSPECTS AND OPPORTUNITIES

Positive sentiment remains for the forecast period
High hopes might be cooled down by hefty price tags and competition
No major entrants expected in home and garden specialist retailers

CHANNEL DATA

Table 141 Home and Garden Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 142 Home and Garden Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 143 Sales in Home and Garden Specialist Retailers by Channel: Value 2016-2021
Table 144 Sales in Home and Garden Specialist Retailers by Channel: % Value Growth 2016-2021
Table 145 Home and Garden Specialist Retailers GBO Company Shares: % Value 2017-2021
Table 146 Home and Garden Specialist Retailers GBN Brand Shares: % Value 2018-2021
Table 147 Home and Garden Specialist Retailers LBN Brand Shares: Outlets 2018-2021
Table 148 Home and Garden Specialist Retailers LBN Brand Shares: Selling Space 2018-2021
Table 149 Home and Garden Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 150 Home and Garden Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 151 Forecast Sales in Home and Garden Specialist Retailers by Channel: Value 2021-2026
Table 152 Forecast Sales in Home and Garden Specialist Retailers by Channel: % Value Growth 2021-2026

VARIETY STORES IN HUNGARYKEY DATA FINDINGS

2021 DEVELOPMENTS

Mixed results for variety stores depending on product focus and location
COVID-19 accelerates the erosion of independent (and some chained) outlets
Euro Family rebrands as Ecofamily

PROSPECTS AND OPPORTUNITIES

Further decline in outlet numbers in lower-traffic locations
Differences between outlets and brands will remain
No new major retail brands expected in variety stores

CHANNEL DATA

Table 153 Variety Stores: Value Sales, Outlets and Selling Space 2016-2021
Table 154 Variety Stores: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 155 Variety Stores GBO Company Shares: % Value 2017-2021
Table 156 Variety Stores GBN Brand Shares: % Value 2018-2021
Table 157 Variety Stores LBN Brand Shares: Outlets 2018-2021
Table 158 Variety Stores LBN Brand Shares: Selling Space 2018-2021
Table 159 Variety Stores Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 160 Variety Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

DIRECT SELLING IN HUNGARYKEY DATA FINDINGS

2021 DEVELOPMENTS

Transactions via e-mail and online platforms
Noticeable interest in health, hygiene and wellbeing products during turbulent times
New waves of the COVID-19 pandemic continue to limit group meetings

PROSPECTS AND OPPORTUNITIES

Online channels set to drive direct selling transactions
Beauty and personal care and health and wellness will keep driving direct selling
No new entrants to shake up the current competitive landscape in the short term

CHANNEL DATA

Table 161 Direct Selling by Category: Value 2016-2021
Table 162 Direct Selling by Category: % Value Growth 2016-2021
Table 163 Direct Selling GBO Company Shares: % Value 2017-2021
Table 164 Direct Selling GBN Brand Shares: % Value 2018-2021
Table 165 Direct Selling Forecasts by Category: Value 2021-2026
Table 166 Direct Selling Forecasts by Category: % Value Growth 2021-2026

HOMESHOPPING IN HUNGARYKEY DATA FINDINGS

2021 DEVELOPMENTS

Homeshopping keeps losing relevance in the face of e-commerce
Cold calls and TV shopping are still used to try and reach new customers
Scepticism of homeshopping remains

PROSPECTS AND OPPORTUNITIES

Further erosion of homeshopping sales due to the rise of e-commerce
Catalogues will remain- but with a lower level of circulation
No new entrants expected

CHANNEL DATA

Table 167 Homeshopping by Category: Value 2016-2021
Table 168 Homeshopping by Category: % Value Growth 2016-2021
Table 169 Homeshopping GBO Company Shares: % Value 2017-2021
Table 170 Homeshopping GBN Brand Shares: % Value 2018-2021
Table 171 Homeshopping Forecasts by Category: Value 2021-2026
Table 172 Homeshopping Forecasts by Category: % Value Growth 2021-2026

VENDING IN HUNGARYKEY DATA FINDINGS

2021 DEVELOPMENTS

Vending sees growth, but remains under pressure
Further cut in the number of machines, but the only way is up
Further improvements in quality/service

PROSPECTS AND OPPORTUNITIES

Vending sales expected to rapidly return to the pre-pandemic level
Status quo in the competitive landscape
Replacing single-use plastic cups with recyclable paper cups

CHANNEL DATA

Table 173 Vending by Category: Value 2016-2021
Table 174 Vending by Category: % Value Growth 2016-2021
Table 175 Vending GBO Company Shares: % Value 2017-2021
Table 176 Vending GBN Brand Shares: % Value 2018-2021
Table 177 Vending Forecasts by Category: Value 2021-2026
Table 178 Vending Forecasts by Category: % Value Growth 2021-2026

E-COMMERCE (GOODS) IN HUNGARYKEY DATA FINDINGS

2021 DEVELOPMENTS

Another record year for e-commerce
E-commerce manages to save store-based retailers
New customs clearance process makes non-EU cross-border purchases more expensive

PROSPECTS AND OPPORTUNITIES

COVID-19 pandemic has transformed the way in which people shop
Constant flow of new entrants to e-commerce
Multichannel approach to attract the widest range of consumers and meet all needs

CHANNEL DATA

Table 179 E-Commerce (Goods) by Channel and Category: Value 2016-2021
Table 180 E-Commerce (Goods) by Channel and Category: % Value Growth 2016-2021
Table 181 E-Commerce (Goods) GBO Company Shares: % Value 2017-2021
Table 182 E-Commerce (Goods) GBN Brand Shares: % Value 2018-2021
Table 183 Forecast E-Commerce (Goods) by Channel and Category: Value 2021-2026
Table 184 Forecast E-Commerce (Goods) by Channel and Category: % Value Growth 2021-2026

MOBILE E-COMMERCE (GOODS) IN HUNGARYKEY DATA FINDINGS

2021 DEVELOPMENTS

High smartphone penetration and more regular interaction drive mobile sales during the pandemic
Mobile wallets act as a catalyst to boost mobile e-commerce, but there is room to improve
Smartphones remain the leading devices when it comes to mobile e-commerce

PROSPECTS AND OPPORTUNITIES

The importance of smartphones and mobile e-commerce set to grow further
Smart and innovative solutions from payments and consumer foodservice to move into goods e-commerce
Rich data for retailers- active users are needed

CHANNEL DATA

Table 185 Mobile E-Commerce (Goods): Value 2016-2021
Table 186 Mobile E-Commerce (Goods): % Value Growth 2016-2021
Table 187 Mobile E-Commerce (Goods) Forecasts: Value 2021-2026
Table 188 Mobile E-Commerce (Goods) Forecasts: % Value Growth 2021-2026

FOOD AND DRINK E-COMMERCE IN HUNGARYKEY DATA FINDINGS

2021 DEVELOPMENTS

Food and drink e-commerce increases significantly during the COVID-19 pandemic
New entrants in terms of both retailers and distributors/logistics operators
Kifli.hu launches new subscription-based programme with special benefits for loyal customers

PROSPECTS AND OPPORTUNITIES

Online superstores to be created by specialised distribution and logistics players
Operators widen their geographic coverage, but Budapest and its catchment will remain the focus
The loyalty of grocery shoppers gains importance as they are amongst the most valuable customers

CHANNEL DATA

Table 189 Food and Drink E-Commerce: Value 2016-2021
Table 190 Food and Drink E-Commerce: % Value Growth 2016-2021
Table 191 Food and Drink E-Commerce Forecasts: Value 2021-2026
Table 192 Food and Drink E-Commerce Forecasts: % Value Growth 2021-2026

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