New Market Report: Laundry Care in Hungary

From: Fast Market Research, Inc.
Published: Mon Mar 07 2016

Laundry care remained a dynamic category in 2015 due to ongoing product concentration and manufacturers’ strong innovation activity. Leading players all started to introduce concentrated variants of their top powder detergents products in 2014 and this process continued in 2015. Therefore sales of concentrated powder detergents increased at the expense of standard powder detergents. Liquid detergents went through a similar process, thus the share of concentrated detergents within detergents significantly increased in 2015. In other laundry categories manufacturers continued to launch new products to meet changing and various consumer needs. Unit prices did not change significantly in most categories and manufacturers tried to boost sales with frequent discounting actions. Thus due to stable economic conditions and new product launches, retail value sales in laundry care increased by 2% in current terms in 2015.

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Competitive Landscape

Henkel Magyarország Kft maintained its leading position in laundry care with 35% of retail value sales in 2015. Henkel’s best performing brands, namely Tomi, Persil, Biopon and Silan were among the top five brands in laundry care and the company remained the category’s key innovator. Procter & Gamble Magyarország Nagykereskedelmi Kkt ranked second with 31%. Procter & Gamble’s Ariel brand led laundry detergents while its Lenor brand ranked second in fabric softeners. Reckitt Benckiser (Hungary) Kft ranked third with 12% of retail value sales, since the company offers a wide product portfolio containing such successful brands as Dosia, Quanto, Vanish and Calgon.

Industry Prospects

Laundry care is expected to remain an innovative and developing category over the forecast period. As brands have to meet changing consumer needs, eg to be effective at low temperatures, to take care of fibre and colours, and be easy and comfortable to use, manufacturers will continue to invest in new product development. Concentrated detergents are expected to gain share at the expense of standard variants since manufacturers will change the composition of their existing brands to meet environmental expectations. Relatively new categories such as detergent tablets are expected to drive growth since these categories will see the most new product launches in the short term. Laundry care is expected to register a retail value CAGR of 2% (constant 2015 prices) over the forecast period.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Laundry Care 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.

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You may also be interested in these related reports:

- Laundry Care in Turkey
- Laundry Care in Japan
- Laundry Care in Russia
- Laundry Care in Ireland
- Laundry Care in Austria

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