Tissue and Hygiene in HungaryPublishe: October 2011Price: $ 2400This Euromonitor market report provides market trend and market growth analysis of theTissue and Hygiene industry in Hungary. With this market report, you’ll be able to explorein detail the changing shape and potential of the industry. You will now be able to plan andbuild strategy on real industry data and projections.The Tissue and Hygiene in Hungary market research report includes: Analysis of key supply-side and demand trends Historic volumes and values, company and brand market shares Five year forecasts of market trends and market growth Robust and transparent market research methodology, conducted in-countryOur market research reports answer questions such as: What is the market size of Tissue and Hygiene in Hungary? What are the major brands in Hungary? What are the most dynamic tissue and hygiene categories? What are the major markets for tissue products sales? What are the major markets for hygiene products sales?Why buy this report? Gain competitive intelligence about market leaders Track key industry trends, opportunities and threats Inform your marketing, brand, strategy and market development, sales and supply functionsThis industry report originates from Passport, our Tissue and Hygiene market researchdatabase. Each report is delivered with the following components: Report: PDF and Word Market statistics: Excel workbook Sample AnalysisEXECUTIVE SUMMARYGrowing value salesAlthough consumer spending power had not yet recovered, value sales of tissue andhygiene grew in 2010. However, it should be noted that this value sales growth wasgenerated mainly by price increases. The biggest increase in value and volume sales wasseen in toilet paper, the most essential and needed product.
Prices increasing at below the rate of inflationIn most tissue and hygiene categories prices increased, albeit not significantly. Asconsumers have limited resources to purchase disposable paper products, manufacturersare not able to raise prices by high rates, as they would like to maintain or grow volumesales too, and price increases overall were below the rate of inflation.Private label still gaining shareThe share of private label in tissue and hygiene is higher than in other retail tradeindustries, because private label products have the same quality as premium brands, buttheir prices are lower. In addition, many paper products are purchased in drugstores,discounters and hypermarkets/supermarkets, where many of the private label brands canbe found under retailers’ names. Consumers are not so loyal to brands and they tend tochoose the cheaper one if they can.Away-from-home products declineDue to the poor economic condition for institutions, especially offices, hotels andrestaurants, due to declining tourism levels and because medical establishments are in areally bad condition due to a lack of strong financing, consumption of AFH products hasbeen declining for years in volume terms and stagnated in value terms in 2010. The onlyreason value sales did not decline was because of price increases.Standard brands winning against premium brandsAs consumer loyalty is lower than in other retail trade industries, consumers choosebetween the cheaper products. Prices of premium brands are higher, but their qualities arenot significantly better than those of standard products, so consumers choose from thewide range of standard brands. As consumer spending power has not recovered yet,consumption of standard and cheaper brands is growing at the expense of expensivepremium brands.Table of ContentsTissue and Hygiene in Hungary - Industry OverviewEXECUTIVE SUMMARYGrowing value salesPrices increasing at below the rate of inflationPrivate label still gaining shareAway-from-home products declineStandard brands winning against premium brandsKEY TRENDS AND DEVELOPMENTSEffects of economic crisis still impacting tissue and hygieneStrong price competition in tissue and hygieneEnvironmental awareness is limited in HungaryPrivate label still popularAway-from-home products decliningMARKET INDICATORSTable 1 Birth Rates 2005-2010Table 2 Infant Population 2005-2010
Table 3 Female Population by Age 2005-2010Table 4 Total Population by Age 2005-2010Table 5 Households 2005-2010Table 6 Forecast Infant Population 2010-2015Table 7 Forecast Female Population by Age 2010-2015Table 8 Forecast Total Population by Age 2010-2015Table 9 Forecast Households 2010-2015MARKET DATATable 10 Retail Sales of Tissue and Hygiene by Category: Value 2005-2010Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2005-2010Table 12 Tissue and Hygiene Retail Company Shares 2006-2010Table 13 Tissue and Hygiene Retail Brand Shares 2007-2010Table 14 Penetration of Private Label by Category 2005-2010Table 15 Retail Sales of Tissue and Hygiene by Distribution Format: % Analysis 2005-2010Table 16 Retail Sales of Tissue and Hygiene by Category and Distribution Format: %Analysis 2010Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2010-2015Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2010-2015DEFINITIONSSummary 1 Research SourcesTissue and Hygiene in Hungary - Company ProfilesBella Hungária Kft in Tissue and Hygiene (Hungary)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONSummary 4 Bella Hungária Kft: Production Statistics 2010
PRIVATE LABELSummary 5 Bella Hungária Kft: Private Label PortfolioForest Papír Kft in Tissue and Hygiene (Hungary)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 8 Forest Papír Kft: Competitive Position 2010Hartmann-Rico Hungária Kft in Tissue and Hygiene (Hungary)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 11 Hartmann-Rico Hungária Kft: Competitive Position 2010Nagév Kötszer Kft in Tissue and Hygiene (Hungary)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 13 Nagév Kötszer Kft: Competitive Position 2010Nova Papír Rt in Tissue and Hygiene (Hungary)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 16 Nova Papír Rt: Competitive Position 2010Away-From-Home Tissue and Hygiene in Hungary - Category AnalysisHEADLINESTRENDSAs the economic crisis is still having an effect on the economy, key consumers of AFHproducts – offices, hotels and medical establishments – have to manage their purchasesfrom smaller funding levels. In addition, because prices were increased, consumers couldnot purchase the same quantity as in 2009 and volume sales declined in the overallcategory.
COMPETITIVE LANDSCAPELeading companies are the same as in the retail trade as they also supply institutions,hotels and restaurants as well. The leading companies are Forest Papír Kft, SCA HygieneProducts Kft and Tento Hungary. International companies could supply the institutionalconsumers at a lower and better price level than end users, although small domesticcompanies are also supplying mainly medical establishments, as they could offer lowprices.PROSPECTSAlthough in the retail channel consumers will tend to be see better spending power in thefuture, key consumers of AFH products will experience a very slow and long recovery intheir economic situation. It is expected that offices will be able to spend more money onAFH products, while hotels, restaurants and medical establishments will not raise theirpurchases, because prices are predicted to grow further. As a result, volume sales willgrow slightly over the forecast period.CATEGORY DATATable 19 Away-From-Home Sales of Tissue and Hygiene by Category: Value 2005-2010Table 20 Away-From-Home Sales of Tissue and Hygiene by Category: % Value Growth2005-2010Table 21 Away-From-Home Sales of Tissue and Hygiene by Distribution Format: %Analysis 2005-2010Table 22 Away-From-Home Sales of Tissue and Hygiene by Category and DistributionFormat: % Analysis 2010Table 23 Forecast Away-From-Home Sales of Tissue and Hygiene by Category: Value2010-2015Table 24 Forecast Away-From-Home Sales of Tissue and Hygiene by Category: % ValueGrowth 2010-2015Cotton Wool/Buds/Pads in Hungary - Category AnalysisHEADLINESTRENDSCotton wool/buds/pads is one of the most limited categories in the whole tissue andhygiene products market, which means that it could not grow significantly in terms ofvolume. Growth was realised in value sales terms thanks to increasing prices. There aresome alternative products like wet wipes that can substitute cotton wool/buds/pads.COMPETITIVE LANDSCAPEIn 2010, Hartmann-Rico Hungária Kft led value sales with a 38% share. The turnover ofthe company in cotton wool/buds/pads was HUF261 million in 2010, thanks to its popular
Ricolan and Bel brands. The products of Hartmann-Rico are available mostly in allhypermarkets, supermarkets and drugstores, and prices are also affordable.PROSPECTSWhile the share of cotton buds and pads will grow further in this category because theycan be used for cosmetic purposes, demand for cotton wool is expected to decline as it canbe substituted by other products.CATEGORY DATATable 25 Retail Sales of Cotton Wool/Buds/Pads: Value 2005-2010Table 26 Retail Sales of Cotton Wool/Buds/Pads: % Value Growth 2005-2010Table 27 Retail Sales of Cotton Wool/Buds/Pads by Type: % Value Breakdown 2007-2010Table 28 Cotton Wool/Buds/Pads Retail Company Shares 2006-2010Table 29 Cotton Wool/Buds/Pads Retail Brand Shares 2007-2010Table 30 Forecast Retail Sales of Cotton Wool/Buds/Pads: Value 2010-2015Table 31 Forecast Retail Sales of Cotton Wool/Buds/Pads: % Value Growth 2010-2015Incontinence in Hungary - Category AnalysisHEADLINESTRENDSThanks to the wide communication of the importance of incontinence products consumersknow these products better and are willing to try more of them. However, as the spendingpower of consumers has not recovered totally yet, volume sales only grew slightly in 2010and value sales growth was boosted by unit price increases.COMPETITIVE LANDSCAPEIncontinence products is led by SCA Hygiene Products Kft, which accounted for 67% ofvalue sales of the category to reach HUF1.7 billion in 2010. SCA Hygiene’s brand is Tena,which has the longest tradition in Hungary, and this brand is the best advertised andpromoted brand in Hungary. In addition, the prices of SCA Hygiene are affordable, but thequality of its products is high.PROSPECTSVolume sales of incontinence products depend on the number of elderly people mainly andas this is growing continuously in Hungary and products are improved it is expected thatvolume and value sales of incontinence products will grow further over the forecast period,albeit slowly, as the spending power of consumers is also recovering only slowly.CATEGORY DATA
Table 32 Retail Sales of Incontinence by Category: Value 2005-2010Table 33 Retail Sales of Incontinence by Category: % Value Growth 2005-2010Table 34 Incontinence Retail Company Shares 2006-2010Table 35 Incontinence Retail Brand Shares 2007-2010Table 36 Forecast Retail Sales of Incontinence by Category: Value 2010-2015Table 37 Forecast Retail Sales of Incontinence by Category: % Value Growth 2010-2015Nappies/Diapers/Pants in Hungary - Category AnalysisHEADLINESTRENDSAs volume sales of nappies/diapers/pants mainly depend on the number of children andbabies manufacturers have to innovate their products and offer new improved goods everyyear to convince consumers to buy their products instead of their competitors. Premiumbrands and products have the same quality, as do private label brands, so usually the keytool for attracting consumers is price, which did not increase in 2010 as the spendingpower of consumers had not yet recovered. Due to this very strong competition,manufacturers find raising value and volume sales very hard.COMPETITIVE LANDSCAPEProcter & Gamble led sales in 2010 with a 33% share of value sales ofnappies/diapers/pants. The total turnover of the company in nappies/diapers/pants wasHUF4.9 billion in 2010, which comes from the Pampers brand. Pampers is present in allsubcategories of nappies/diapers/pants and it is the leading brand in tissue and hygieneoverall with a market share of 7%. The reason for the popularity of Procter & Gamble andits Pampers brand is the very strong marketing activity of the company and its having thewidest product range. While the prices of Pampers products are not the lowest, thecompany promises to offer the best quality.PROSPECTSAs the performance of nappies/diapers/pants depends on the number of new borns it ishard to predict future performance. However, as falling unit prices are expected, valuesales will likely stagnate or even slightly decline, with a constant value CAGR of almost -1% forecast, while volume sales are predicted to see a 2% CAGR over the forecast periodbecause of the strong competition between multinationals and private label brands.CATEGORY DATATable 38 Retail Sales of Nappies/Diapers/Pants by Category: Value 2005-2010Table 39 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2005-2010
Table 40 Nappies/Diapers/Pants Retail Company Shares 2006-2010Table 41 Nappies/Diapers/Pants Retail Brand Shares 2007-2010Table 42 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2010-2015Table 43 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth2010-2015Retail Tissue in Hungary - Category AnalysisHEADLINESTRENDSConsumers are very price sensitive and as unit prices increased in 2010 volume salesstagnated in the overall category as consumers could not spend more money, althoughthey did not reduce their consumption of essential goods, like tissue and toilet paper.COMPETITIVE LANDSCAPEThe leading company in 2010 was Forest Papír Kft with a 19% share of value sales of retailtissue. Total turnover of the company in this category was HUF8.3 billion, which was up3% on 2009. The leadership position of Forest Papír is unique in the retail tissue andhygiene market, as it is the only domestic company to lead one of the market’s maincategories. The company is present in all areas of retail tissue and as it has a very wideproduct range and price range, from cheaper to premium products, and even eco-products, all consumers can find affordable products in the product portfolio of Forest PapírKft. Its biggest brand is Kamilla toilet paper. The number two player is SCA HygieneProducts Kft with its Zewa brand, with a 12% share in 2010. Zewa is quite an expensivebut high-quality brand and is also present in all areas of retail tissue.PROSPECTSSales of retail tissue are predicted to grow by a 5% constant value CAGR and a 4%volume CAGR over the forecast period to reach more than HUF56 billion in 2015.CATEGORY DATATable 44 Retail Tissue Sales by Category: Value 2005-2010Table 45 Retail Tissue Sales by Category: % Value Growth 2005-2010Table 46 Retail Tissue Company Shares 2006-2010Table 47 Retail Tissue Brand Shares 2007-2010Table 48 Forecast Retail Tissue Sales by Category: Value 2010-2015Table 49 Forecast Retail Tissue Sales by Category: % Value Growth 2010-2015Sanitary Protection in Hungary - Category Analysis
HEADLINESTRENDSThanks to the continuous innovations and product developments the category was able torecord positive value sales growth, driven by the most successful product types, ultra-thintowels and tampons. The brand loyalty of consumers is also high as they are willing to paymore for the quality. However, the demand for cheaper but good-quality private labelproducts is growing, thanks to the expansion of drugstores, but private label was not ableto significantly threaten premium brands.COMPETITIVE LANDSCAPEIn 2010, Johnson & Johnson Hungary Kft led sanitary protection with a 40% share of totalretail value sales. The leading position of Johnson & Johnson Hungary Kft is thanks to itsmain brands o b in tampons and Carefree in pantyliners and towels. In tampons o b is thedominant brand, with the retail value share of this brand being 84%. Johnson & Johnsonimproves its products continuously and builds a good image for o b tampons with regularadvertisements and strong marketing activity. The other main brand of Johnson & JohnsonHungary Kft is Carefree in pantyliners and towels. In pantyliners Carefree holds a 38%share of value sales as this brand is the most heavily promoted pantyliner in Hungary. Intowels Johnson & Johnson Hungary Kft is the third ranked company.PROSPECTSIt is predicted that total volume sales of sanitary protection products will grow further,thanks to innovative and modern product types such as ultra-thin towels with wings anddifferent types of pantyliners and tampons, which lead sales. Sanitary protection isexpected to see a retail value CAGR of 4% over the forecast period and reach sales ofHUF17.5 billion in 2015, although the growth is predicted to be slow and prices will bereduced as consumers will not be able to pay more for sanitary protection products.CATEGORY DATATable 50 Retail Sales of Sanitary Protection by Category: Value 2005-2010Table 51 Retail Sales of Sanitary Protection by Category: % Value Growth 2005-2010Table 52 Retail Sales of Tampons by Application Format: % Value Analysis 2005-2010Table 53 Sanitary Protection Retail Company Shares 2006-2010Table 54 Sanitary Protection Retail Brand Shares 2007-2010Table 55 Forecast Retail Sales of Sanitary Protection by Category: Value 2010-2015Table 56 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2010-2015Wipes in Hungary - Category AnalysisHEADLINES
TRENDSThe key trend of this channel is that consumers use different types of wipes for manypurposes. Consumers use mainly baby wipes, while general purpose wipes are used forcleaning toilets or furniture. The reason behind this trend is the price of the differentwipes. General purpose wipes and general baby wipes are cheaper than specialisedproducts. However, manufacturers try to persuade consumers to use specialised wipes fortheir specific purposes in order to boost sales, but some categories, especiallyimpregnated wet wipes, declined in 2010.COMPETITIVE LANDSCAPEValue sales of wipes are led by Johnson & Johnson with its Johnson’s Baby brand in babywipes. Johnson & Johnson’s share is 24% of value sales of wipes and 29% in baby wipes.The reason for the success of Johnson & Johnson is that it was one of the first companiesoffering baby wipes in Hungary, and its products are of a high quality, which is importantfor consumers. The prices of Johnson & Johnson are also affordable; consumers can findproducts in every price level from the cheapest to the most expensive goods. Next comeSCA Hygiene Products Hungary Kft with its Libero baby wipes and Sara Lee Hungary Kftwith its Gaby baby wipes, which have the longest tradition in Hungary. SCA Hygiene has a14% share and Sara Lee Hungary Kft 13%, with Beiersdorf and Procter & Gamble both on10%. The leading companies also have brands in intimate wipes, but the share of theseproducts is much lower than the share of baby wipes in value sales of wipes.PROSPECTSAs consumers’ spending power is expected to grow slowly, more expensive and specialisedproducts are predicted to perform well and the whole category will see stable growth invalue and volume sales.CATEGORY DATATable 57 Retail Sales of Wipes by Category: Value 2005-2010Table 58 Retail Sales of Wipes by Category: % Value Growth 2005-2010Table 59 Wipes Retail Company Shares 2006-2010Table 60 Wipes Retail Brand Shares 2007-2010Table 61 Forecast Retail Sales of Wipes by Category: Value 2010-2015Table 62 Forecast Retail Sales of Wipes by Category: % Value Growth 2010-2015About Us:ReportsnReports is an online library of over 100,000+ market research reports and in-depthmarket research studies & analysis of over 5000 micro markets. We provide 24/7 online andoffline support to our customers. Get in touch with us for your needs of market researchreports.
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