Hungary

Although authoritarian tendencies are rising and fiscal health is worsening, Hungary continues to have an attractive tax regime. Supported by falling inflation, the economy is set to recover, but the external sector remains vulnerable. Incomes…

Wound care in Hungary saw a slowdown in value sales growth over 2024, whilst retail volumes continued to contract. Current value sales were driven by rising prices and investments in higher quality products. Consumers are keen to invest in a…

Weight management and wellbeing in Hungary is set to register another solid performance in terms of total current value sales growth in 2024, this is partly due to price increases. Retail volume sales are starting to recover notably in weight loss…

In 2024, vitamins in Hungary is set to record negative results in retail volume terms for the third consecutive year, although the decline is much milder compared to 2023. While overall consumption of these products in Hungary surged during the early…

Sports nutrition remains one of the best performing areas of Hungary’s consumer health market in 2024, with double-digit growth in total current value sales projected and all categories benefitting from the increasing number of consumers interested…

Sleep aids in Hungary witnessed a solid rebound in retail volume growth in 2024. Rising demand for sleep aids can be linked to increasingly stressful lifestyles which often causes sleep problems. Hungarians typically start by making changes to their…

Paediatric consumer health recorded robust current value growth in 2024, despite inflation falling. Demand remained strong for cough cold and allergy (hay fever) remedies, whilst there was a rebound in the consumption of paediatric analgesics.…

An increasing number of consumers are keen to stop smoking in Hungary, which is helping to support sales of NRT smoking cessation aids to a degree. However, low levels of advertising and promotion is limiting sales with many consumers unaware of NRT…

Herbal/traditional products in Hungary reported slightly lower current value growth in 2024, compared to the rest of the review period. Consumer interest in consumer health products with a natural composition remains high as consumers prefer products…

With inflationary pressures weakening in 2024 purchasing power has improved slightly in Hungary and this has pushed total volume sales of eye care back into growth. Various lifestyle, demographic and environmental factors have helped to bolster…

Retail volume sales of digestive remedies in Hungary have struggled due to inflationary pressures in recent years as consumer cut back on medicines and consumer health products. Whilst inflation has fallen and consumer are buying more digestive…

In 2024, dietary supplements in Hungary were heavily promoted in magazines, showing the positive effects of certain products and highlighting the importance of supplements in avoiding health issues. Consumers have become more interested in…

As skin problems are quite common in Hungary, consumer interest in dermatologicals is on the rise. These products are often effective against common dermatological problems with many consumers keen to use them. Consumers rely on the recommendations…

Combination products account for the largest proportion of sales in Hungary’s cough, cold and allergy (hay fever) remedies category. Combination products have a strong reputation for being affordable and effective for treating a variety of ailments.…

Consumer health in Hungary registered modest growth in current value terms over 2024, mainly driven by ongoing price increases and high levels of inflation, especially during the first half of the year. Inflationary pressures have eased as the year…

Analgesics in Hungary is showing stronger sales in 2024 as consumer demand rebounds following several years of pandemic-induced disruption. Retail volume sales have been underpinned by rising demand for affordable brands like Advil since consumers…

Budapest remains Hungary’s most economically active city, due to its position in terms of population size, consumer expenditure and disposable income. Moreover, Budapest also holds the highest potential for future economic expansion due to expected…

Consumers have been actively seeking deals in yoghurt and sour milk, with increased sales of large-sized, discounted, multipack and private label driving sales in 2024. This trend is largely being driven by the popularity of discount chains, where…

Hungarians are taking a growing interest in plant-based dairy and retailers are responding to provide a growing variety of branded and private label options with barista-style, regular milk or coffee creamers. Following the success of Alpro Barista,…

The launch of new sizes and flavours is boosting volume sales of other dairy in Hungary. Shrinkflation is a key strategy in the sour cream category, with Alföldi sour cream reducing its format from 850g to 800g and 330g to 300g to stay competitively…