Beauty and Personal Care in Hungary

Following a contraction in 2020, beauty and personal care in Hungary witnessed a strong return to growth in total current value sales in 2021. The market also showed an improved performance in terms of total volume sales, with growth slightly surpassing that recorded the previous year. Demand in most categories picked up as the rollout of COVID-19 vaccines and relaxation of public health restrictions saw more people go back to the office and begin regularly socialising outside the home again.

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 2017-2021, allowing you to identify the sectors driving growth. Forecasts to 2026 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 2021: The Big Picture

2021 Key Trends

Competitive Landscape

Retailing Developments

What Next For Beauty And Personal Care?

Chart 1 Beauty And Personal Care Value Sales Growth Scenarios: 2019-2026
Chart 2 Beauty And Personal Care Impact Of Soft Drivers On Value Sales: 2019-2026

Market Data

Table 1 Sales Of Beauty And Personal Care By Category: Value 2016-2021
Table 2 Sales Of Beauty And Personal Care By Category: % Value Growth 2016-2021
Table 3 Gbo Company Shares Of Beauty And Personal Care: % Value 2017-2021
Table 4 Nbo Company Shares Of Beauty And Personal Care: % Value 2017-2021
Table 5 Lbn Brand Shares Of Beauty And Personal Care: % Value 2018-2021
Table 6 Penetration Of Private Label In Beauty And Personal Care By Category: % Value 2016-2021
Table 7 Distribution Of Beauty And Personal Care By Format: % Value 2016-2021
Table 8 Distribution Of Beauty And Personal Care By Format And Category: % Value 2021
Table 9 Forecast Sales Of Beauty And Personal Care By Category: Value 2021-2026
Table 10 Forecast Sales Of Beauty And Personal Care By Category: % Value Growth 2021-2026

Disclaimer

Sources

Summary 1 Research Sources

Mass Beauty And Personal Care In Hungary

Key Data Findings

2021 Developments

Mid-Priced Products Lose Ground In Mass Categories Amidst Increased Polarisation

K-Beauty Brands Continue To Gain Popularity In Mass Skin Care And Colour Cosmetics

Interest In Products With Home Spa Positioning Remains Strong

Prospects And Opportunities

Demand For Products With Skin-Sensitive Formulas Set To Continue Rising

Efforts To Improve Sustainability Credentials Likely To Intensify

Health Concerns Will Encourage Reformulation Of Products

Category Data

Table 11 Sales Of Mass Beauty And Personal Care By Category: Value 2016-2021
Table 12 Sales Of Mass Beauty And Personal Care By Category: % Value Growth 2016-2021
Table 13 Nbo Company Shares Of Mass Beauty And Personal Care: % Value 2017-2021
Table 14 Lbn Brand Shares Of Mass Beauty And Personal Care: % Value 2018-2021
Table 15 Forecast Sales Of Mass Beauty And Personal Care By Category: Value 2021-2026
Table 16 Forecast Sales Of Mass Beauty And Personal Care By Category: % Value Growth 2021-2026

Premium Beauty And Personal Care In Hungary

Key Data Findings

2021 Developments

“Revenge Spending” And Cross-Border Shopping Support Impressive Recovery

Brands From South Korea Attract Growing Attention

Premium Skin Care Products Claiming Faster Efficacy Continue To Perform Well

Prospects And Opportunities

Release Of Pent-Up Demand Should Mitigate Impact Of Inflation On Volume Sales

Price-Based Competition Likely To Intensify

Further Gains Projected For The E-Commerce Channel

Category Data

Table 17 Sales Of Premium Beauty And Personal Care By Category: Value 2016-2021
Table 18 Sales Of Premium Beauty And Personal Care By Category: % Value Growth 2016-2021
Table 19 Nbo Company Shares Of Premium Beauty And Personal Care: % Value 2017-2021
Table 20 Lbn Brand Shares Of Premium Beauty And Personal Care: % Value 2018-2021
Table 21 Forecast Sales Of Premium Beauty And Personal Care By Category: Value 2021-2026
Table 22 Forecast Sales Of Premium Beauty And Personal Care By Category: % Value Growth 2021-2026

Baby And Child-Specific Products In Hungary

Key Data Findings

2021 Developments

Baby And Child-Specific Sun Care Is The Best Performing Category

Products With Hypoallergenic And Free-From Formulas Increasingly Favoured

Value Share Of E-Commerce Continues To Rise

Prospects And Opportunities

Government Initiatives To Boost Birth Rates Will Help To Drive Demand

Private Label Penetration Expected To Continue Rising

Demand For Products With A Natural Positioning Set To Remain Buoyant

Category Data

Table 23 Sales Of Baby And Child-Specific Products By Category: Value 2016-2021
Table 24 Sales Of Baby And Child-Specific Products By Category: % Value Growth 2016-2021
Table 25 Sales Of Baby And Child-Specific Products By Premium Vs Mass: % Value 2016-2021
Table 26 Nbo Company Shares Of Baby And Child-Specific Products: % Value 2017-2021
Table 27 Lbn Brand Shares Of Baby And Child-Specific Products: % Value 2018-2021
Table 28 Lbn Brand Shares Of Baby And Child-Specific Skin Care: % Value 2018-2021
Table 29 Lbn Brand Shares Of Baby And Child-Specific Sun Care: % Value 2018-2021
Table 30 Lbn Brand Shares Of Premium Baby And Child-Specific Products: % Value 2018-2021
Table 31 Forecast Sales Of Baby And Child-Specific Products By Category: Value 2021-2026
Table 32 Forecast Sales Of Baby And Child-Specific Products By Category: % Value Growth 2021-2026
Table 33 Forecast Sales Of Baby And Child-Specific Products By Premium Vs Mass: % Value 2021-2026

Bath And Shower In Hungary

Key Data Findings

2021 Developments

Overall Growth Slows As Pandemic-Related Demand Drivers Start To Recede

Bath Additives Shows Fastest Development In Volume And Current Value Terms

Heightened Price-Sensitivity Subdues Value Growth For Body Wash/Shower Gel

Prospects And Opportunities

K-Beauty Trend Expected To Spread To Bath And Shower Categories

Manufacturers Will Continue To Develop More Natural And Eco-Friendly Products

Increasing Competition Should Encourage Added-Value Innovation

Category Data

Table 34 Sales Of Bath And Shower By Category: Value 2016-2021
Table 35 Sales Of Bath And Shower By Category: % Value Growth 2016-2021
Table 36 Sales Of Bath And Shower By Premium Vs Mass: % Value 2016-2021
Table 37 Nbo Company Shares Of Bath And Shower: % Value 2017-2021
Table 38 Lbn Brand Shares Of Bath And Shower: % Value 2018-2021
Table 39 Lbn Brand Shares Of Premium Bath And Shower: % Value 2018-2021
Table 40 Forecast Sales Of Bath And Shower By Category: Value 2021-2026
Table 41 Forecast Sales Of Bath And Shower By Category: % Value Growth 2021-2026
Table 42 Forecast Sales Of Bath And Shower By Premium Vs Mass: % Value 2021-2026

Colour Cosmetics In Hungary

Key Data Findings

2021 Developments

Recovery Tempered By Ongoing Societal And Economic Fallout Of Covid-19

Cross-Border Shopping Boosts Demand For Premium Products And Sets/Kits

Eye Make-Up Continues To Benefit From Wearing Of Face Masks

Prospects And Opportunities

Further Easing Of The Pandemic Will Stimulate Innovation In Lip Products

Declining Use Of Face Masks Will Buoy Foundation/Concealer And Bb/Cc Creams Sales

E-Commerce Will Continue To Gain Importance In Colour Cosmetics Distribution

Category Data

Table 43 Sales Of Colour Cosmetics By Category: Value 2016-2021
Table 44 Sales Of Colour Cosmetics By Category: % Value Growth 2016-2021
Table 45 Nbo Company Shares Of Colour Cosmetics: % Value 2017-2021
Table 46 Lbn Brand Shares Of Colour Cosmetics: % Value 2018-2021
Table 47 Lbn Brand Shares Of Eye Make-Up: % Value 2018-2021
Table 48 Lbn Brand Shares Of Facial Make-Up: % Value 2018-2021
Table 49 Lbn Brand Shares Of Lip Products: % Value 2018-2021
Table 50 Lbn Brand Shares Of Nail Products: % Value 2018-2021
Table 51 Lbn Brand Shares Of Premium Colour Cosmetics: % Value 2018-2021
Table 52 Forecast Sales Of Colour Cosmetics By Category: Value 2021-2026
Table 53 Forecast Sales Of Colour Cosmetics By Category: % Value Growth 2021-2026

Deodorants In Hungary

Key Data Findings

2021 Developments

More Time Spent At Home And Rising Inflation Subdue Recovery In Volume Terms

Interest In Products With Health-Oriented And Eco-Friendly Attributes Increases

Unilever Remains The Outright Leader In Value Terms

Prospects And Opportunities

Maturity And Population Decline Set To Limit Volume Growth Potential

Sprays, Roll-Ons And Sticks Will Remain The Most Popular Formats

Products With Strong Health And Sustainability Credentials Will Continue To Gain Ground

Category Data

Table 54 Sales Of Deodorants By Category: Value 2016-2021
Table 55 Sales Of Deodorants By Category: % Value Growth 2016-2021
Table 56 Sales Of Deodorants By Premium Vs Mass: % Value 2016-2021
Table 57 Nbo Company Shares Of Deodorants: % Value 2017-2021
Table 58 Lbn Brand Shares Of Deodorants: % Value 2018-2021
Table 59 Lbn Brand Shares Of Premium Deodorants: % Value 2018-2021
Table 60 Forecast Sales Of Deodorants By Category: Value 2021-2026
Table 61 Forecast Sales Of Deodorants By Category: % Value Growth 2021-2026
Table 62 Forecast Sales Of Deodorants By Premium Vs Mass: % Value 2021-2026

Depilatories In Hungary

Key Data Findings

2021 Developments

Threat From Salon Services And At-Home Hair Removal Devices Tempers Recovery

Women’S Razors And Blades Continues To Witness Aggressive Discounting

Seasonal Sales Peak Bolstered By Easing Of Restrictions And High Temperatures

Prospects And Opportunities

Population Decline And Competition From Alternatives Set To Limit Growth Potential

Further Improvements In Private Label Penetration Expected

Sustainability Concerns Will Exert Growing Influence Over Company Strategies

Category Data

Table 63 Sales Of Depilatories By Category: Value 2016-2021
Table 64 Sales Of Depilatories By Category: % Value Growth 2016-2021
Table 65 Sales Of Women's Razors And Blades By Type: % Value Breakdown 2017-2021
Table 66 Nbo Company Shares Of Depilatories: % Value 2017-2021
Table 67 Lbn Brand Shares Of Depilatories: % Value 2018-2021
Table 68 Forecast Sales Of Depilatories By Category: Value 2021-2026
Table 69 Forecast Sales Of Depilatories By Category: % Value Growth 2021-2026

Fragrances In Hungary

Key Data Findings

2021 Developments

Demand For Fragrances Rebounds But Total Sales Remain Below Pre-Pandemic Levels

Unisex Fragrances Gain Popularity In Hungary

Success Of Pure Play Specialists Boosts E-Commerce Penetration

Prospects And Opportunities

Overall Demand Set To Remain Buoyant As Pandemic-Related Disruption Recedes

Rising Inflation Will Encourage Discounting And Launch Of Smaller Pack Sizes

Further Value Share Gains Projected For E-Commerce

Category Data

Table 70 Sales Of Fragrances By Category: Value 2016-2021
Table 71 Sales Of Fragrances By Category: % Value Growth 2016-2021
Table 72 Nbo Company Shares Of Fragrances: % Value 2017-2021
Table 73 Lbn Brand Shares Of Fragrances: % Value 2018-2021
Table 74 Lbn Brand Shares Of Premium Men's Fragrances: % Value 2018-2021
Table 75 Lbn Brand Shares Of Premium Women's Fragrances: % Value 2018-2021
Table 76 Forecast Sales Of Fragrances By Category: Value 2021-2026
Table 77 Forecast Sales Of Fragrances By Category: % Value Growth 2021-2026

Hair Care In Hungary

Key Data Findings

2021 Developments

Salon Professional Hair Care Among The Best Performers As Overall Demand Rebounds

Easing Of The Pandemic Weakens Demand For Colourants

Medicated Shampoos Benefits From Rising Incidence Of Scalp Problems

Prospects And Opportunities

Demand For Colour Correcting Shampoos Set To Rise

Offer Of Anti-Ageing Hair Care Products Expected To Grow

“Skinification” Trend Will Continue To Gain Momentum In Hair Care

Category Data

Table 78 Sales Of Hair Care By Category: Value 2016-2021
Table 79 Sales Of Hair Care By Category: % Value Growth 2016-2021
Table 80 Sales Of Hair Care By Premium Vs Mass: % Value 2016-2021
Table 81 Nbo Company Shares Of Hair Care: % Value 2017-2021
Table 82 Nbo Company Shares Of Salon Professional Hair Care: % Value 2017-2021
Table 83 Lbn Brand Shares Of Hair Care: % Value 2018-2021
Table 84 Lbn Brand Shares Of Colourants: % Value 2018-2021
Table 85 Lbn Brand Shares Of Salon Professional Hair Care: % Value 2018-2021
Table 86 Lbn Brand Shares Of Styling Agents: % Value 2018-2021
Table 87 Lbn Brand Shares Of Premium Hair Care: % Value 2018-2021
Table 88 Forecast Sales Of Hair Care By Category: Value 2021-2026
Table 89 Forecast Sales Of Hair Care By Category: % Value Growth 2021-2026
Table 90 Forecast Sales Of Hair Care By Premium Vs Mass: % Value 2021-2026

Men's Grooming In Hungary

Key Data Findings

2021 Developments

Recovery Of Men’S Grooming Tempered By Continued Pandemic-Related Disruption

Growing Popularity Of Beards Constrains Demand For Men’S Shaving Products

Increased Price-Sensitivity Strengthens The Appeal Of Private Label Lines

Prospects And Opportunities

Men’S Skin Care Will Be Among The Main Beneficiaries Of Rising Image-Consciousness

Men’S Shaving Should See Demand Improve As More Men Return To The Office

Health And Sustainability Likely To Be Focal Points For Innovation

Category Data

Table 91 Sales Of Men’S Grooming By Category: Value 2016-2021
Table 92 Sales Of Men’S Grooming By Category: % Value Growth 2016-2021
Table 93 Sales Of Men's Razors And Blades By Type: % Value Breakdown 2018-2021
Table 94 Sales Of Men's Skin Care By Type: % Value Breakdown 2018-2021
Table 95 Nbo Company Shares Of Men’S Grooming: % Value 2017-2021
Table 96 Lbn Brand Shares Of Men’S Grooming: % Value 2018-2021
Table 97 Lbn Brand Shares Of Men's Razors And Blades: % Value 2018-2021
Table 98 Forecast Sales Of Men’S Grooming By Category: Value 2021-2026
Table 99 Forecast Sales Of Men’S Grooming By Category: % Value Growth 2021-2026

Oral Care In Hungary

Key Data Findings

2021 Developments

Overall Demand For Oral Care Products Picks Up In 2021

Electric Toothbrushes Continue To Gain Popularity

Discounters Is The Best Performing Distribution Channel In Value Growth Terms

Prospects And Opportunities

Electric Toothbrush Units And Replacement Heads Set To Show Fastest Volume Growth

Toothpaste Expected To See More Added-Value Launches As Competition Intensifies

On-The-Go Packs Likely To Gain Ground In Mouthwashes And Mouth Fresheners

Category Data

Table 100 Sales Of Oral Care By Category: Value 2016-2021
Table 101 Sales Of Oral Care By Category: % Value Growth 2016-2021
Table 102 Sales Of Toothbrushes By Category: Value 2016-2021
Table 103 Sales Of Toothbrushes By Category: % Value Growth 2016-2021
Table 104 Sales Of Toothpaste By Type: % Value Breakdown 2017-2021
Table 105 Nbo Company Shares Of Oral Care: % Value 2017-2021
Table 106 Lbn Brand Shares Of Oral Care: % Value 2018-2021
Table 107 Lbn Brand Shares Of Mouthwashes/Dental Rinses: % Value 2018-2021
Table 108 Lbn Brand Shares Of Toothpaste: % Value 2018-2021
Table 109 Forecast Sales Of Oral Care By Category: Value 2021-2026
Table 110 Forecast Sales Of Oral Care By Category: % Value Growth 2021-2026
Table 111 Forecast Sales Of Toothbrushes By Category: Value 2021-2026
Table 112 Forecast Sales Of Toothbrushes By Category: % Value Growth 2021-2026

Skin Care In Hungary

Key Data Findings

2021 Developments

Demand For Premium Facial Care Products Booms

Facial Serums/Ampoules And Anti-Ageing Elixirs Attract Growing Interest

Skin Irritation Caused By Face Masks Boosts Sales Of Acne Treatments

Prospects And Opportunities

Premiumisation Trend Expected To Continue

Reduction In Mask-Wearing Will Boost Demand For Lip Care Products

Skin Care Sets/Kits Poised To Benefit From Increase In Gifting Activity

Category Data

Table 113 Sales Of Skin Care By Category: Value 2016-2021
Table 114 Sales Of Skin Care By Category: % Value Growth 2016-2021
Table 115 Nbo Company Shares Of Skin Care: % Value 2017-2021
Table 116 Lbn Brand Shares Of Skin Care: % Value 2018-2021
Table 117 Lbn Brand Shares Of Basic Moisturisers: % Value 2018-2021
Table 118 Lbn Brand Shares Of Anti-Agers: % Value 2018-2021
Table 119 Lbn Brand Shares Of Firming/Anti-Cellulite Body Care: % Value 2018-2021
Table 120 Lbn Brand Shares Of General Purpose Body Care: % Value 2018-2021
Table 121 Lbn Brand Shares Of Premium Skin Care: % Value 2018-2021
Table 122 Forecast Sales Of Skin Care By Category: Value 2021-2026
Table 123 Forecast Sales Of Skin Care By Category: % Value Growth 2021-2026

Sun Care In Hungary

Key Data Findings

2021 Developments

Preference For Staycations Bolsters Recovery Of Sun Protection

Demand For Self-Tanning Products Rebounds With Increased Levels Of Socialising

Low Awareness Of Product Benefits Limits The Appeal Of Aftersun

Prospects And Opportunities

Sun Protection Set To Profit From Better Education About Sun Exposure Risks

Tinted Sun Protection Products With Anti-Ageing Effects Expected To Gain Popularity

Consumers Will Gravitate Towards Healthier And More Eco-Friendly Options

Category Data

Table 124 Sales Of Sun Care By Category: Value 2016-2021
Table 125 Sales Of Sun Care By Category: % Value Growth 2016-2021
Table 126 Nbo Company Shares Of Sun Care: % Value 2017-2021
Table 127 Lbn Brand Shares Of Sun Care: % Value 2018-2021
Table 128 Lbn Brand Shares Of Premium Adult Sun Care: % Value 2018-2021
Table 129 Forecast Sales Of Sun Care By Category: Value 2021-2026
Table 130 Forecast Sales Of Sun Care By Category: % Value Growth 2021-2026

Why buy this report?

Table of Contents

Beauty And Personal Care In 2021: The Big Picture

2021 Key Trends

Competitive Landscape

Retailing Developments

What Next For Beauty And Personal Care?

Market Data

Disclaimer

Sources

Summary 1 Research Sources

Mass Beauty And Personal Care In Hungary

Key Data Findings

2021 Developments

Mid-Priced Products Lose Ground In Mass Categories Amidst Increased Polarisation

K-Beauty Brands Continue To Gain Popularity In Mass Skin Care And Colour Cosmetics

Interest In Products With Home Spa Positioning Remains Strong

Prospects And Opportunities

Demand For Products With Skin-Sensitive Formulas Set To Continue Rising

Efforts To Improve Sustainability Credentials Likely To Intensify

Health Concerns Will Encourage Reformulation Of Products

Category Data

Premium Beauty And Personal Care In Hungary

Key Data Findings

2021 Developments

Brands From South Korea Attract Growing Attention

Premium Skin Care Products Claiming Faster Efficacy Continue To Perform Well

Prospects And Opportunities

Release Of Pent-Up Demand Should Mitigate Impact Of Inflation On Volume Sales

Price-Based Competition Likely To Intensify

Further Gains Projected For The E-Commerce Channel

Category Data

Baby And Child-Specific Products In Hungary

Key Data Findings

2021 Developments

Baby And Child-Specific Sun Care Is The Best Performing Category

Products With Hypoallergenic And Free-From Formulas Increasingly Favoured

Value Share Of E-Commerce Continues To Rise

Prospects And Opportunities

Government Initiatives To Boost Birth Rates Will Help To Drive Demand

Private Label Penetration Expected To Continue Rising

Demand For Products With A Natural Positioning Set To Remain Buoyant

Category Data

Bath And Shower In Hungary

Key Data Findings

2021 Developments

Overall Growth Slows As Pandemic-Related Demand Drivers Start To Recede

Bath Additives Shows Fastest Development In Volume And Current Value Terms

Heightened Price-Sensitivity Subdues Value Growth For Body Wash/Shower Gel

Prospects And Opportunities

K-Beauty Trend Expected To Spread To Bath And Shower Categories

Manufacturers Will Continue To Develop More Natural And Eco-Friendly Products

Increasing Competition Should Encourage Added-Value Innovation

Category Data

Colour Cosmetics In Hungary

Key Data Findings

2021 Developments

Recovery Tempered By Ongoing Societal And Economic Fallout Of Covid-19

Cross-Border Shopping Boosts Demand For Premium Products And Sets/Kits

Eye Make-Up Continues To Benefit From Wearing Of Face Masks

Prospects And Opportunities

Further Easing Of The Pandemic Will Stimulate Innovation In Lip Products

Declining Use Of Face Masks Will Buoy Foundation/Concealer And Bb/Cc Creams Sales

E-Commerce Will Continue To Gain Importance In Colour Cosmetics Distribution

Category Data

Deodorants In Hungary

Key Data Findings

2021 Developments

More Time Spent At Home And Rising Inflation Subdue Recovery In Volume Terms

Interest In Products With Health-Oriented And Eco-Friendly Attributes Increases

Unilever Remains The Outright Leader In Value Terms

Prospects And Opportunities

Maturity And Population Decline Set To Limit Volume Growth Potential

Sprays, Roll-Ons And Sticks Will Remain The Most Popular Formats

Products With Strong Health And Sustainability Credentials Will Continue To Gain Ground

Category Data

Depilatories In Hungary

Key Data Findings

2021 Developments

Threat From Salon Services And At-Home Hair Removal Devices Tempers Recovery