Table of Content

Home Care in Hungary
Euromonitor International
March 2021

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?
CHART 1 Home Care Value Sales Growth Scenarios: 2018-2025
CHART 2 Home Care Impact of Drivers on Value Sales: 2018-2025
MARKET INDICATORS
Table 1 Households 2015-2020
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2015-2020
Table 3 Sales of Home Care by Category: % Value Growth 2015-2020
Table 4 NBO Company Shares of Home Care: % Value 2016-2020
Table 5 LBN Brand Shares of Home Care: % Value 2017-2020
Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020
Table 7 Distribution of Home Care by Format: % Value 2015-2020
Table 8 Distribution of Home Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Home Care by Category: Value 2020-2025
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
KEY DATA FINDINGS
2020 IMPACT
Demand for home care boosted by initial panic buying during lockdown
Scope for further healthy growth, despite increasing maturity
Leading players leverage extensive distribution networks to dominate sales
RECOVERY AND OPPORTUNITIES
Brands forced to respond to rising consumer price sensitivity
Development of new liquid products to drive innovation
Marketing key to strong growth potential of new smaller areas
CATEGORY DATA
Table 11 Sales of Laundry Care by Category: Value 2015-2020
Table 12 Sales of Laundry Care by Category: % Value Growth 2015-2020
Table 13 Sales of Laundry Aids by Category: Value 2015-2020
Table 14 Sales of Laundry Aids by Category: % Value Growth 2015-2020
Table 15 Sales of Laundry Detergents by Category: Value 2015-2020
Table 16 Sales of Laundry Detergents by Category: % Value Growth 2015-2020
Table 17 NBO Company Shares of Laundry Care: % Value 2016-2020
Table 18 LBN Brand Shares of Laundry Care: % Value 2017-2020
Table 19 NBO Company Shares of Laundry Aids: % Value 2016-2020
Table 20 LBN Brand Shares of Laundry Aids: % Value 2017-2020
Table 21 NBO Company Shares of Laundry Detergents: % Value 2016-2020
Table 22 LBN Brand Shares of Laundry Detergents: % Value 2017-2020
Table 23 Forecast Sales of Laundry Care by Category: Value 2020-2025
Table 24 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Sales boosted by return to home cooking during lockdown
Gradual adoption of Western lifestyle trends to support dishwasher sales
Local players unable to compete with dominance of global giants
RECOVERY AND OPPORTUNITIES
Remote working and increased hygiene awareness to drive growth
Ongoing shift towards new innovative liquid products
Rise of automatic dishwashing supports demand for dishwashing additives
CATEGORY DATA
Table 25 Sales of Dishwashing by Category: Value 2015-2020
Table 26 Sales of Dishwashing by Category: % Value Growth 2015-2020
Table 27 NBO Company Shares of Dishwashing: % Value 2016-2020
Table 28 LBN Brand Shares of Dishwashing: % Value 2017-2020
Table 29 Forecast Sales of Dishwashing by Category: Value 2020-2025
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Lockdown restrictions boost demand for surface care in Hungarian households
Adoption of Western living trends supports demand for surface care
Unilever leads drive towards more sustainable products
RECOVERY AND OPPORTUNITIES
Rising household germ awareness to continue boosting interest in surface care
Ongoing adoption of Western lifestyle trends to further boost sales
Impregnated wet wipes benefiting from rising demand for convenience
CATEGORY DATA
Table 31 Sales of Surface Care by Category: Value 2015-2020
Table 32 Sales of Surface Care by Category: % Value Growth 2015-2020
Table 33 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020
Table 34 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020
Table 35 NBO Company Shares of Surface Care: % Value 2016-2020
Table 36 LBN Brand Shares of Surface Care: % Value 2017-2020
Table 37 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020
Table 38 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020
Table 39 Forecast Sales of Surface Care by Category: Value 2020-2025
Table 40 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Concern over spread of COVID-19 fuels interest in disinfectant products
Shift towards more innovative and convenient modern alternatives continues
Leading brands struggle to differentiate themselves in crowded market
RECOVERY AND OPPORTUNITIES
Demand supported by rise in consumer health awareness ad price sensitivity
Versatility and consumer price sensitivity remain key advantages
Growing ingredient health concerns represent potential threat
CATEGORY DATA
Table 41 Sales of Bleach: Value 2015-2020
Table 42 Sales of Bleach: % Value Growth 2015-2020
Table 43 NBO Company Shares of Bleach: % Value 2016-2020
Table 44 LBN Brand Shares of Bleach: % Value 2017-2020
Table 45 Forecast Sales of Bleach: Value 2020-2025
Table 46 Forecast Sales of Bleach: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Concerns over germs and home seclusion boost interest in toilet care
Rising demand for convenience driving toilet care sales
Global giant Henkel leverages extensive product range to remain in pole position
RECOVERY AND OPPORTUNITIES
New convenient and effective innovative toilet care solutions driving sales
Demand for new innovative and convenient products boosting rim blocks sales
Brand awareness and reputation key in intense competitive landscape
CATEGORY DATA
Table 47 Sales of Toilet Care by Category: Value 2015-2020
Table 48 Sales of Toilet Care by Category: % Value Growth 2015-2020
Table 49 NBO Company Shares of Toilet Care: % Value 2016-2020
Table 50 LBN Brand Shares of Toilet Care: % Value 2017-2020
Table 51 Forecast Sales of Toilet Care by Category: Value 2020-2025
Table 52 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Shift towards essential products limits demand for polishes
Growing competition from more convenient alternatives limiting demand
Global brands benefit from strong brand names with reputation for quality
RECOVERY AND OPPORTUNITIES
Price sensitive consumers to continue to opt for products with antibacterial properties
Limited retail ranges and availability to continue restricting sales
Busy modern consumers shifting to easier to use alternatives
CATEGORY DATA
Table 53 Sales of Polishes by Category: Value 2015-2020
Table 54 Sales of Polishes by Category: % Value Growth 2015-2020
Table 55 NBO Company Shares of Polishes: % Value 2016-2020
Table 56 LBN Brand Shares of Polishes: % Value 2017-2020
Table 57 Forecast Sales of Polishes by Category: Value 2020-2025
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Consumers look to keep homes fresh during pandemic lockdown
Interior design trend boosting interest in air care
Extensive product rages and reputation for quality supports multinational sales
RECOVERY AND OPPORTUNITIES
New innovative brands key to attracting new customers to air care
Candle air fresheners gaining share from traditional spray/aerosol format
Strong growth potential as Hungarians become more house proud
CATEGORY DATA
Table 59 Sales of Air Care by Category: Value 2015-2020
Table 60 Sales of Air Care by Category: % Value Growth 2015-2020
Table 61 NBO Company Shares of Air Care: % Value 2016-2020
Table 62 LBN Brand Shares of Air Care: % Value 2017-2020
Table 63 Forecast Sales of Air Care by Category: Value 2020-2025
Table 64 Forecast Sales of Air Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Weather more important to sales than impact of pandemic
Rising temperatures boosting summer insect populations
Leading brands facing growing competition from domestic players
RECOVERY AND OPPORTUNITIES
Rising insect populations to support home insecticides growth
Leading brands look to attract consumers with new convenient brands
Strong growth potential for moth tackling solutions
CATEGORY DATA
Table 65 Sales of Home Insecticides by Category: Value 2015-2020
Table 66 Sales of Home Insecticides by Category: % Value Growth 2015-2020
Table 67 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020
Table 68 NBO Company Shares of Home Insecticides: % Value 2016-2020
Table 69 LBN Brand Shares of Home Insecticides: % Value 2017-2020
Table 70 Forecast Sales of Home Insecticides by Category: Value 2020-2025
Table 71 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025