Key Market Indicators
The Hungarian underwear market is projected to contract significantly in the coming years, with sales expected to drop to approximately €41 million by 2028. This marks a sharp decline from the roughly €53 million recorded in 2023, representing an annual decrease of 3.9%. The downward trend is not new for Hungary. Since 2013, the market has been shrinking at an average annual rate of 6.8%. In 2023, Hungary ranked 19th in the European underwear market. Croatia edged ahead of Hungary with sales also around the €53 million mark. The leading markets in the ranking were Germany, Italy, and Portugal, respectively occupying the second, third, and fourth spots.
