Now Available: Bath and Shower in Hungary

Bath and shower recorded stagnating value sales in 2013. The category has already reached maturity, thus only certain subcategories e.g. intimate wipes or liquid soap, saw significant growth. Although real incomes increased in Hungary in 2013, most consumers still looked for cheap alternatives and frequent discounting actions. Therefore, manufacturers tried to keep prices as low as possible and promoted their brands with different actions, such "three-for-two" offers. The biggest category - shower gels - was discounted throughout the year, however, volume sales marginally decreased and unit prices neither drove value sales growth.

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Competitive Landscape

Unilever Magyarorszag Kft maintained it first position in bath and shower with a 26% value share due to the stable popularity of its best-selling brand, Baba and to its other two demanded brands, Dove and Axe. Unilever continued to benefit from Baba's re-launch that was very successful in 2012. Colgate-Palmolive ranked second with 11%, as the company's Palmolive brand remained among the top brands of bar soap, liquid soap and shower gels. Henkel Magyarorszag Kft held the third position in the category, accounting for 8% of value sales. Henkel Magyarorszag markets the Fa brand, which is the fourth best-selling brand in bath and shower and was available in most categories, such as in shower gels, bar soap or liquid soap.

Industry Prospects

Value sales of bath and shower are expected to stagnate from 2013 to 2018. The category has reached maturity, thus only the newest categories, e.g. intimate hygiene and liquid soap, are likely to see more significant growth. Manufacturers will probably invest moderately in new product development and will launch combined products that satisfy more consumer needs, such as moisturising, anti-ageing etc. Natural ingredients will come to the fore due to Hungarians' strengthening health-consciousness and consumers will try to avoid buying products containing unhealthy chemicals.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Bath and Shower industry in Hungary with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Bath and Shower industry in Hungary, our research will save you time and money while empowering you to make informed, profitable decisions.

The Bath and Shower in Hungary market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market shares

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