This document provides a market report on the tissue and hygiene industry in Hungary. It includes analysis of key trends in the industry, market indicators, market data tables, company profiles of major players, and analysis of various tissue and hygiene product categories. The report aims to help readers explore and understand the industry to inform strategic planning and decision making.

1. Tissue and Hygiene in Hungary
Publishe: October 2011
Price: $ 2400
This Euromonitor market report provides market trend and market growth analysis of the
Tissue and Hygiene industry in Hungary. With this market report, you’ll be able to explore
in detail the changing shape and potential of the industry. You will now be able to plan and
build strategy on real industry data and projections.
The Tissue and Hygiene in Hungary market research report includes:
 Analysis of key supply-side and demand trends
 Historic volumes and values, company and brand market shares
 Five year forecasts of market trends and market growth
 Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
 What is the market size of Tissue and Hygiene in Hungary?
 What are the major brands in Hungary?
 What are the most dynamic tissue and hygiene categories?
 What are the major markets for tissue products sales?
 What are the major markets for hygiene products sales?
Why buy this report?
 Gain competitive intelligence about market leaders
 Track key industry trends, opportunities and threats
 Inform your marketing, brand, strategy and market development, sales and supply
functions
This industry report originates from Passport, our Tissue and Hygiene market research
database.
 Each report is delivered with the following components:
 Report: PDF and Word
 Market statistics: Excel workbook
 Sample Analysis
EXECUTIVE SUMMARY
Growing value sales
Although consumer spending power had not yet recovered, value sales of tissue and
hygiene grew in 2010. However, it should be noted that this value sales growth was
generated mainly by price increases. The biggest increase in value and volume sales was
seen in toilet paper, the most essential and needed product.

2. Prices increasing at below the rate of inflation
In most tissue and hygiene categories prices increased, albeit not significantly. As
consumers have limited resources to purchase disposable paper products, manufacturers
are not able to raise prices by high rates, as they would like to maintain or grow volume
sales too, and price increases overall were below the rate of inflation.
Private label still gaining share
The share of private label in tissue and hygiene is higher than in other retail trade
industries, because private label products have the same quality as premium brands, but
their prices are lower. In addition, many paper products are purchased in drugstores,
discounters and hypermarkets/supermarkets, where many of the private label brands can
be found under retailers’ names. Consumers are not so loyal to brands and they tend to
choose the cheaper one if they can.
Away-from-home products decline
Due to the poor economic condition for institutions, especially offices, hotels and
restaurants, due to declining tourism levels and because medical establishments are in a
really bad condition due to a lack of strong financing, consumption of AFH products has
been declining for years in volume terms and stagnated in value terms in 2010. The only
reason value sales did not decline was because of price increases.
Standard brands winning against premium brands
As consumer loyalty is lower than in other retail trade industries, consumers choose
between the cheaper products. Prices of premium brands are higher, but their qualities are
not significantly better than those of standard products, so consumers choose from the
wide range of standard brands. As consumer spending power has not recovered yet,
consumption of standard and cheaper brands is growing at the expense of expensive
premium brands.
Table of Contents
Tissue and Hygiene in Hungary - Industry Overview
EXECUTIVE SUMMARY
Growing value sales
Prices increasing at below the rate of inflation
Private label still gaining share
Away-from-home products decline
Standard brands winning against premium brands
KEY TRENDS AND DEVELOPMENTS
Effects of economic crisis still impacting tissue and hygiene
Strong price competition in tissue and hygiene
Environmental awareness is limited in Hungary
Private label still popular
Away-from-home products declining
MARKET INDICATORS
Table 1 Birth Rates 2005-2010
Table 2 Infant Population 2005-2010

3. Table 3 Female Population by Age 2005-2010
Table 4 Total Population by Age 2005-2010
Table 5 Households 2005-2010
Table 6 Forecast Infant Population 2010-2015
Table 7 Forecast Female Population by Age 2010-2015
Table 8 Forecast Total Population by Age 2010-2015
Table 9 Forecast Households 2010-2015
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2005-2010
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2005-2010
Table 12 Tissue and Hygiene Retail Company Shares 2006-2010
Table 13 Tissue and Hygiene Retail Brand Shares 2007-2010
Table 14 Penetration of Private Label by Category 2005-2010
Table 15 Retail Sales of Tissue and Hygiene by Distribution Format: % Analysis 2005-2010
Table 16 Retail Sales of Tissue and Hygiene by Category and Distribution Format: %
Analysis 2010
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2010-2015
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2010-
2015
DEFINITIONS
Summary 1 Research Sources
Tissue and Hygiene in Hungary - Company Profiles
Bella Hungária Kft in Tissue and Hygiene (Hungary)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 4 Bella Hungária Kft: Production Statistics 2010

4. PRIVATE LABEL
Summary 5 Bella Hungária Kft: Private Label Portfolio
Forest Papír Kft in Tissue and Hygiene (Hungary)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Forest Papír Kft: Competitive Position 2010
Hartmann-Rico Hungária Kft in Tissue and Hygiene (Hungary)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 Hartmann-Rico Hungária Kft: Competitive Position 2010
Nagév Kötszer Kft in Tissue and Hygiene (Hungary)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Nagév Kötszer Kft: Competitive Position 2010
Nova Papír Rt in Tissue and Hygiene (Hungary)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Nova Papír Rt: Competitive Position 2010
Away-From-Home Tissue and Hygiene in Hungary - Category Analysis
HEADLINES
TRENDS
As the economic crisis is still having an effect on the economy, key consumers of AFH
products – offices, hotels and medical establishments – have to manage their purchases
from smaller funding levels. In addition, because prices were increased, consumers could
not purchase the same quantity as in 2009 and volume sales declined in the overall
category.

5. COMPETITIVE LANDSCAPE
Leading companies are the same as in the retail trade as they also supply institutions,
hotels and restaurants as well. The leading companies are Forest Papír Kft, SCA Hygiene
Products Kft and Tento Hungary. International companies could supply the institutional
consumers at a lower and better price level than end users, although small domestic
companies are also supplying mainly medical establishments, as they could offer low
prices.
PROSPECTS
Although in the retail channel consumers will tend to be see better spending power in the
future, key consumers of AFH products will experience a very slow and long recovery in
their economic situation. It is expected that offices will be able to spend more money on
AFH products, while hotels, restaurants and medical establishments will not raise their
purchases, because prices are predicted to grow further. As a result, volume sales will
grow slightly over the forecast period.
CATEGORY DATA
Table 19 Away-From-Home Sales of Tissue and Hygiene by Category: Value 2005-2010
Table 20 Away-From-Home Sales of Tissue and Hygiene by Category: % Value Growth
2005-2010
Table 21 Away-From-Home Sales of Tissue and Hygiene by Distribution Format: %
Analysis 2005-2010
Table 22 Away-From-Home Sales of Tissue and Hygiene by Category and Distribution
Format: % Analysis 2010
Table 23 Forecast Away-From-Home Sales of Tissue and Hygiene by Category: Value
2010-2015
Table 24 Forecast Away-From-Home Sales of Tissue and Hygiene by Category: % Value
Growth 2010-2015
Cotton Wool/Buds/Pads in Hungary - Category Analysis
HEADLINES
TRENDS
Cotton wool/buds/pads is one of the most limited categories in the whole tissue and
hygiene products market, which means that it could not grow significantly in terms of
volume. Growth was realised in value sales terms thanks to increasing prices. There are
some alternative products like wet wipes that can substitute cotton wool/buds/pads.
COMPETITIVE LANDSCAPE
In 2010, Hartmann-Rico Hungária Kft led value sales with a 38% share. The turnover of
the company in cotton wool/buds/pads was HUF261 million in 2010, thanks to its popular

6. Ricolan and Bel brands. The products of Hartmann-Rico are available mostly in all
hypermarkets, supermarkets and drugstores, and prices are also affordable.
PROSPECTS
While the share of cotton buds and pads will grow further in this category because they
can be used for cosmetic purposes, demand for cotton wool is expected to decline as it can
be substituted by other products.
CATEGORY DATA
Table 25 Retail Sales of Cotton Wool/Buds/Pads: Value 2005-2010
Table 26 Retail Sales of Cotton Wool/Buds/Pads: % Value Growth 2005-2010
Table 27 Retail Sales of Cotton Wool/Buds/Pads by Type: % Value Breakdown 2007-2010
Table 28 Cotton Wool/Buds/Pads Retail Company Shares 2006-2010
Table 29 Cotton Wool/Buds/Pads Retail Brand Shares 2007-2010
Table 30 Forecast Retail Sales of Cotton Wool/Buds/Pads: Value 2010-2015
Table 31 Forecast Retail Sales of Cotton Wool/Buds/Pads: % Value Growth 2010-2015
Incontinence in Hungary - Category Analysis
HEADLINES
TRENDS
Thanks to the wide communication of the importance of incontinence products consumers
know these products better and are willing to try more of them. However, as the spending
power of consumers has not recovered totally yet, volume sales only grew slightly in 2010
and value sales growth was boosted by unit price increases.
COMPETITIVE LANDSCAPE
Incontinence products is led by SCA Hygiene Products Kft, which accounted for 67% of
value sales of the category to reach HUF1.7 billion in 2010. SCA Hygiene’s brand is Tena,
which has the longest tradition in Hungary, and this brand is the best advertised and
promoted brand in Hungary. In addition, the prices of SCA Hygiene are affordable, but the
quality of its products is high.
PROSPECTS
Volume sales of incontinence products depend on the number of elderly people mainly and
as this is growing continuously in Hungary and products are improved it is expected that
volume and value sales of incontinence products will grow further over the forecast period,
albeit slowly, as the spending power of consumers is also recovering only slowly.
CATEGORY DATA

7. Table 32 Retail Sales of Incontinence by Category: Value 2005-2010
Table 33 Retail Sales of Incontinence by Category: % Value Growth 2005-2010
Table 34 Incontinence Retail Company Shares 2006-2010
Table 35 Incontinence Retail Brand Shares 2007-2010
Table 36 Forecast Retail Sales of Incontinence by Category: Value 2010-2015
Table 37 Forecast Retail Sales of Incontinence by Category: % Value Growth 2010-2015
Nappies/Diapers/Pants in Hungary - Category Analysis
HEADLINES
TRENDS
As volume sales of nappies/diapers/pants mainly depend on the number of children and
babies manufacturers have to innovate their products and offer new improved goods every
year to convince consumers to buy their products instead of their competitors'. Premium
brands and products have the same quality, as do private label brands, so usually the key
tool for attracting consumers is price, which did not increase in 2010 as the spending
power of consumers had not yet recovered. Due to this very strong competition,
manufacturers find raising value and volume sales very hard.
COMPETITIVE LANDSCAPE
Procter & Gamble led sales in 2010 with a 33% share of value sales of
nappies/diapers/pants. The total turnover of the company in nappies/diapers/pants was
HUF4.9 billion in 2010, which comes from the Pampers brand. Pampers is present in all
subcategories of nappies/diapers/pants and it is the leading brand in tissue and hygiene
overall with a market share of 7%. The reason for the popularity of Procter & Gamble and
its Pampers brand is the very strong marketing activity of the company and its having the
widest product range. While the prices of Pampers products are not the lowest, the
company promises to offer the best quality.
PROSPECTS
As the performance of nappies/diapers/pants depends on the number of new borns it is
hard to predict future performance. However, as falling unit prices are expected, value
sales will likely stagnate or even slightly decline, with a constant value CAGR of almost -
1% forecast, while volume sales are predicted to see a 2% CAGR over the forecast period
because of the strong competition between multinationals and private label brands.
CATEGORY DATA
Table 38 Retail Sales of Nappies/Diapers/Pants by Category: Value 2005-2010
Table 39 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2005-2010

8. Table 40 Nappies/Diapers/Pants Retail Company Shares 2006-2010
Table 41 Nappies/Diapers/Pants Retail Brand Shares 2007-2010
Table 42 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2010-2015
Table 43 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth
2010-2015
Retail Tissue in Hungary - Category Analysis
HEADLINES
TRENDS
Consumers are very price sensitive and as unit prices increased in 2010 volume sales
stagnated in the overall category as consumers could not spend more money, although
they did not reduce their consumption of essential goods, like tissue and toilet paper.
COMPETITIVE LANDSCAPE
The leading company in 2010 was Forest Papír Kft with a 19% share of value sales of retail
tissue. Total turnover of the company in this category was HUF8.3 billion, which was up
3% on 2009. The leadership position of Forest Papír is unique in the retail tissue and
hygiene market, as it is the only domestic company to lead one of the market’s main
categories. The company is present in all areas of retail tissue and as it has a very wide
product range and price range, from cheaper to premium products, and even eco-
products, all consumers can find affordable products in the product portfolio of Forest Papír
Kft. Its biggest brand is Kamilla toilet paper. The number two player is SCA Hygiene
Products Kft with its Zewa brand, with a 12% share in 2010. Zewa is quite an expensive
but high-quality brand and is also present in all areas of retail tissue.
PROSPECTS
Sales of retail tissue are predicted to grow by a 5% constant value CAGR and a 4%
volume CAGR over the forecast period to reach more than HUF56 billion in 2015.
CATEGORY DATA
Table 44 Retail Tissue Sales by Category: Value 2005-2010
Table 45 Retail Tissue Sales by Category: % Value Growth 2005-2010
Table 46 Retail Tissue Company Shares 2006-2010
Table 47 Retail Tissue Brand Shares 2007-2010
Table 48 Forecast Retail Tissue Sales by Category: Value 2010-2015
Table 49 Forecast Retail Tissue Sales by Category: % Value Growth 2010-2015
Sanitary Protection in Hungary - Category Analysis

9. HEADLINES
TRENDS
Thanks to the continuous innovations and product developments the category was able to
record positive value sales growth, driven by the most successful product types, ultra-thin
towels and tampons. The brand loyalty of consumers is also high as they are willing to pay
more for the quality. However, the demand for cheaper but good-quality private label
products is growing, thanks to the expansion of drugstores, but private label was not able
to significantly threaten premium brands.
COMPETITIVE LANDSCAPE
In 2010, Johnson & Johnson Hungary Kft led sanitary protection with a 40% share of total
retail value sales. The leading position of Johnson & Johnson Hungary Kft is thanks to its
main brands o b in tampons and Carefree in pantyliners and towels. In tampons o b is the
dominant brand, with the retail value share of this brand being 84%. Johnson & Johnson
improves its products continuously and builds a good image for o b tampons with regular
advertisements and strong marketing activity. The other main brand of Johnson & Johnson
Hungary Kft is Carefree in pantyliners and towels. In pantyliners Carefree holds a 38%
share of value sales as this brand is the most heavily promoted pantyliner in Hungary. In
towels Johnson & Johnson Hungary Kft is the third ranked company.
PROSPECTS
It is predicted that total volume sales of sanitary protection products will grow further,
thanks to innovative and modern product types such as ultra-thin towels with wings and
different types of pantyliners and tampons, which lead sales. Sanitary protection is
expected to see a retail value CAGR of 4% over the forecast period and reach sales of
HUF17.5 billion in 2015, although the growth is predicted to be slow and prices will be
reduced as consumers will not be able to pay more for sanitary protection products.
CATEGORY DATA
Table 50 Retail Sales of Sanitary Protection by Category: Value 2005-2010
Table 51 Retail Sales of Sanitary Protection by Category: % Value Growth 2005-2010
Table 52 Retail Sales of Tampons by Application Format: % Value Analysis 2005-2010
Table 53 Sanitary Protection Retail Company Shares 2006-2010
Table 54 Sanitary Protection Retail Brand Shares 2007-2010
Table 55 Forecast Retail Sales of Sanitary Protection by Category: Value 2010-2015
Table 56 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2010-
2015
Wipes in Hungary - Category Analysis
HEADLINES

10. TRENDS
The key trend of this channel is that consumers use different types of wipes for many
purposes. Consumers use mainly baby wipes, while general purpose wipes are used for
cleaning toilets or furniture. The reason behind this trend is the price of the different
wipes. General purpose wipes and general baby wipes are cheaper than specialised
products. However, manufacturers try to persuade consumers to use specialised wipes for
their specific purposes in order to boost sales, but some categories, especially
impregnated wet wipes, declined in 2010.
COMPETITIVE LANDSCAPE
Value sales of wipes are led by Johnson & Johnson with its Johnson’s Baby brand in baby
wipes. Johnson & Johnson’s share is 24% of value sales of wipes and 29% in baby wipes.
The reason for the success of Johnson & Johnson is that it was one of the first companies
offering baby wipes in Hungary, and its products are of a high quality, which is important
for consumers. The prices of Johnson & Johnson are also affordable; consumers can find
products in every price level from the cheapest to the most expensive goods. Next come
SCA Hygiene Products Hungary Kft with its Libero baby wipes and Sara Lee Hungary Kft
with its Gaby baby wipes, which have the longest tradition in Hungary. SCA Hygiene has a
14% share and Sara Lee Hungary Kft 13%, with Beiersdorf and Procter & Gamble both on
10%. The leading companies also have brands in intimate wipes, but the share of these
products is much lower than the share of baby wipes in value sales of wipes.
PROSPECTS
As consumers’ spending power is expected to grow slowly, more expensive and specialised
products are predicted to perform well and the whole category will see stable growth in
value and volume sales.
CATEGORY DATA
Table 57 Retail Sales of Wipes by Category: Value 2005-2010
Table 58 Retail Sales of Wipes by Category: % Value Growth 2005-2010
Table 59 Wipes Retail Company Shares 2006-2010
Table 60 Wipes Retail Brand Shares 2007-2010
Table 61 Forecast Retail Sales of Wipes by Category: Value 2010-2015
Table 62 Forecast Retail Sales of Wipes by Category: % Value Growth 2010-2015
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