Home Care in Hungary
February 2020

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
Consumers with deeper pockets spend more on home care
Hungarians show wariness of chemical content in products
International names are tasked with home care the most
Products become kinder to health and environment
Engaging customers in good causes could be excellent brand strategy
MARKET INDICATORS
Table 1 Households 2014-2019
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2014-2019
Table 3 Sales of Home Care by Category: % Value Growth 2014-2019
Table 4 NBO Company Shares of Home Care: % Value 2015-2019
Table 5 LBN Brand Shares of Home Care: % Value 2016-2019
Table 6 Penetration of Private Label in Home Care by Category: % Value 2014-2019
Table 7 Distribution of Home Care by Format: % Value 2014-2019
Table 8 Distribution of Home Care by Format and Category: % Value 2019
Table 9 Forecast Sales of Home Care by Category: Value 2019-2024
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2019-2024
SOURCES
Summary 1 Research Sources
HEADLINES
PROSPECTS
Maturity limits volume growth overall, but value sales are on the rise
Producers look to liquids to ensure flowing sales growth
Smaller categories see some positive development as purchasing power rises
COMPETITIVE LANDSCAPE
International giants stay ahead of the curve
Leading players pick up the tab
Compaction: the bigger picture
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2014-2019
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2014-2019
Table 13 Sales of Laundry Care by Category: % Value Growth 2014-2019
Table 14 Sales of Laundry Aids by Category: Value 2014-2019
Table 15 Sales of Laundry Aids by Category: % Value Growth 2014-2019
Table 16 Sales of Laundry Detergents by Category: Value 2014-2019
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2014-2019
Table 18 NBO Company Shares of Laundry Care: % Value 2015-2019
Table 19 LBN Brand Shares of Laundry Care: % Value 2016-2019
Table 20 NBO Company Shares of Laundry Aids: % Value 2015-2019
Table 21 LBN Brand Shares of Laundry Aids: % Value 2016-2019
Table 22 NBO Company Shares of Laundry Detergents: % Value 2015-2019
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2016-2019
Table 24 Forecast Sales of Laundry Care by Category: Value 2019-2024
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Rising incomes allow more Hungarians to buy a dishwasher, driving value growth
Innovative tablets impress Hungarians the most, while liquids also record a fluid performance
Better purchasing power fuels rise of dishwashing additives
COMPETITIVE LANDSCAPE
No sign of bubble bursting for leading multinationals
Unilever looks to the future with Seventh Generation
Eco-friendliness is increasingly important but efficacy remains king
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2014-2019
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2014-2019
Table 28 Sales of Dishwashing by Category: % Value Growth 2014-2019
Table 29 NBO Company Shares of Dishwashing: % Value 2015-2019
Table 30 LBN Brand Shares of Dishwashing: % Value 2016-2019
Table 31 Forecast Sales of Dishwashing by Category: Value 2019-2024
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Value growth to benefit from rising living standards
Market conditions are ripe for success of impregnated wet wipes
Popularity of both multifunctional and task-specific products poses twin challenge
COMPETITIVE LANDSCAPE
Leader Unilever flexes its muscle with a new green range
Two more multinationals round out the top three
Hygiene and eco-friendliness come into sharper focus
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2014-2019
Table 34 Sales of Surface Care by Category: % Value Growth 2014-2019
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2014-2019
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2014-2019
Table 37 NBO Company Shares of Surface Care: % Value 2015-2019
Table 38 LBN Brand Shares of Surface Care: % Value 2016-2019
Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2019
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2019
Table 41 Forecast Sales of Surface Care by Category: Value 2019-2024
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Demand slowly dilutes as more consumers prefer more modern cleaning solutions
Versatility of bleach still an advantage, while category restructuring is likely as new legislation on disinfection claims is passed
Potent chemical content a black mark on public image of bleach
COMPETITIVE LANDSCAPE
Bleach landscape becomes even more concentrated
DunaChem prioritises bleach
Ultra pays its dues
CATEGORY DATA
Table 43 Sales of Bleach: Value 2014-2019
Table 44 Sales of Bleach: % Value Growth 2014-2019
Table 45 NBO Company Shares of Bleach: % Value 2015-2019
Table 46 LBN Brand Shares of Bleach: % Value 2016-2019
Table 47 Forecast Sales of Bleach: Value 2019-2024
Table 48 Forecast Sales of Bleach: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Toilet care on a roll
Rim blocks are convenient and innovative
Competition inside and outside the category limits sales per format
COMPETITIVE LANDSCAPE
Henkel’s dominance increases
Category shake-up takes place, with some big brands being pulled
Bref focuses on fragrance innovation
CATEGORY DATA
Table 49 Sales of Toilet Care by Category: Value 2014-2019
Table 50 Sales of Toilet Care by Category: % Value Growth 2014-2019
Table 51 NBO Company Shares of Toilet Care: % Value 2015-2019
Table 52 LBN Brand Shares of Toilet Care: % Value 2016-2019
Table 53 Forecast Sales of Toilet Care by Category: Value 2019-2024
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Shine set to keep fading in polishes
Shoe polish sales reflect reduction in modern trade ranges
Alternative products and hectic consumer schedules hamper sales
COMPETITIVE LANDSCAPE
International names with strong reputations dominate polishes
Much hinges on hypermarket strategies
Cif could clean up in metal polish
CATEGORY DATA
Table 55 Sales of Polishes by Category: Value 2014-2019
Table 56 Sales of Polishes by Category: % Value Growth 2014-2019
Table 57 NBO Company Shares of Polishes: % Value 2015-2019
Table 58 LBN Brand Shares of Polishes: % Value 2016-2019
Table 59 Forecast Sales of Polishes by Category: Value 2019-2024
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
With higher purchasing power, Hungarians seek interesting air care additions
Though spray/aerosol still dominates, candle air fresheners could light the way forward
Greater demand pervades throughout air care
COMPETITIVE LANDSCAPE
Multinationals remain at the highest altitude in air care
Brands harness the digital domain to capture the imagination
Hungarians wax lyrical about Yankee Candle
CATEGORY DATA
Table 61 Sales of Air Care by Category: Value 2014-2019
Table 62 Sales of Air Care by Category: % Value Growth 2014-2019
Table 63 NBO Company Shares of Air Care: % Value 2015-2019
Table 64 LBN Brand Shares of Air Care: % Value 2016-2019
Table 65 Forecast Sales of Air Care by Category: Value 2019-2024
Table 66 Forecast Sales of Air Care by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Global warming adds to insect invasion, boosting category demand
Convenience and effectiveness keep the spray/aerosol format driving sales
Moth proofers continue to eat into sales
COMPETITIVE LANDSCAPE
Domestic player Bábolna Bio Kft poses great challenge to internationals
More natural home insecticides are sought
SC Johnson seals leadership thanks to discounters
CATEGORY DATA
Table 67 Sales of Home Insecticides by Category: Value 2014-2019
Table 68 Sales of Home Insecticides by Category: % Value Growth 2014-2019
Table 69 Sales of Spray/Aerosol Insecticides by Type: % Value 2014-2019
Table 70 NBO Company Shares of Home Insecticides: % Value 2015-2019
Table 71 LBN Brand Shares of Home Insecticides: % Value 2016-2019
Table 72 Forecast Sales of Home Insecticides by Category: Value 2019-2024
Table 73 Forecast Sales of Home Insecticides by Category: % Value Growth 2019-2024