Volume sales of spirits in Hungary experienced modest growth in 2024, reflecting the lingering effects of high inflation and reduced consumer purchasing power. While some recovery was visible compared to the previous year, the market remained under pressure as economic uncertainty continued to shape consumer behaviour. Households facing rising living costs prioritised essential goods over discretionary purchases, resulting in constrained demand for spirits across both on-trade and off-trade chan

Following a period of contraction, total volume sales of beer in Hungary recorded marginal growth in 2024. This modest recovery was primarily supported by two diverging trends: premiumisation and the increasing appeal of non-alcoholic alternatives. As inflationary pressures persisted throughout the year, consumers became more discerning in their spending, shifting their focus from quantity to perceived quality and value. Many opted to reduce the frequency of their purchases while choosing premiu

Volume sales of cider/perry in Hungary declined in 2024. Cider remains a relatively young category in Hungary, with the leading brands only entering the market in the 2000s. The concept itself lacks historical roots in the country’s drinking culture, meaning the category is still in the process of defining its role and earning its place within the broader alcoholic drinks landscape. So far, manufacturers have struggled to establish a long-term positioning for cider. A clearer proposition is need

Wine has long been a cornerstone of Hungarian culture, yet the category continues to face a sustained decline in per capita consumption. This downward trend, however, does not necessarily indicate a waning interest in wine itself. Rather, it reflects a shift in consumer preferences and assortment, as drinkers increasingly gravitate towards better-quality offerings. The mindset of “quality over quantity” is gaining traction, particularly among younger, urban consumers who are keen to expand their

Most alcoholic drinks continued to struggle in 2024, as weak purchasing power and cautious consumer spending remained focused on essential groceries and utility bills in an effort to make ends meet. This restrained consumer mindset persisted despite strong performance in both inbound and domestic tourism, highlighting that overall demand for alcoholic beverages remained subdued. However, signs of recovery were already visible in the beer category the largest in volume terms which began to reboun

RTDs continues to be a niche and underdeveloped category in Hungary, still in its early stages. Its slow progress is largely due to the limited number of brands available, weak product placement, and insufficient marketing support compared to more established beverage categories. The recent failure of several hard seltzer launches and the withdrawal of some brands from the market reflect low consumer awareness and a lack of understanding around RTD beverages. This points to a clear need for more

The rate of growth in retail current value sales of pet care in Hungary will be broadly similar to 2024 in 2025. Supported by a relatively low inflation rate, growth will be driven by the continued humanisation of pets, increased demand for premium and functional products, and a rising emphasis on pet health and sustainability. Innovations in pet nutrition, eco-friendly products and wellness-focused offerings will help to maintain market momentum. E-commerce will continue to grow in importance a

The rate of growth in retail current value sales of pet products will slow but remain robust in 2025. Other pet products–such as pet toys, clothing and accessories–will be both the largest and the most dynamic category. As Hungarian pet owners increasingly treat their pets as family members, the demand for high-quality, stylish and ergonomic pet accessories continues to grow. Urban pet parents, particularly small dog owners, are driving sales of adjustable and durable harnesses like the Julius-K

The rate of growth in retail current volume sales of dog food is set to slow but remain moderate in 2025, while retail volume sales continued to decline, albeit at a more moderate rate than earlier in the review period. Owners are prioritising premium and functional nutrition, leading to strong growth in mono-protein offerings, such as Panzi Get Wild and MAC’s, and superfood-enriched formulas such as FitActie, Pedigree’s dry food line with prebiotics and superfoods. The economy segment, particul

The rate of growth in retail current value sales of cat food will slow significantly but remain robust in 2025, amid a robust premiumisation trend. Premium wet cat food will be the most dynamic category during 2025, ahead of cat treats and mixers and premium dry cat food. A growing number of cat owners are prioritising high-quality ingredients and targeted health benefits, leading to strong growth in special diet options like Smilla Vet therapeutic diets and high-protein wet food like Sheba Fres

Having exhibited strong growth in 2024 as inflationary pressure dissipated, the rate of growth in retail current value sales of other pet food will slow significantly but remain robust in 2025. Small mammal/reptile food accounts for almost two-thirds of retail value sales in other pet food. However, bird and fish food will outperform small mammal/reptile food in 2025, with the latter set to be the most dynamic category. Growth will also be supported by ongoing growth in the number of birds, fish

In 2024, value sales of sun care in Hungary recorded a double-digit increase. Adult sun care was both the largest and most dynamic category within the sun care market, with sales also seeing a double-digit uplift. Premium sun care products grew by double digits for the third consecutive year, while mass-market sun protection grew by double digits for the fourth consecutive year. This growth was driven by multiple price increases over the years, along with the ongoing premiumisation trend, a less

Value sales of colour cosmetics increased in Hungary in 2024, with eye makeup remaining the largest category. However, lip products were the most dynamic category, recording a double-digit uplift in retail value sales. The lipstick effect fuelled strong demand for lip products. The lipstick effect refers to the economic theory suggesting that during economic downturns, consumers may still indulge in smaller, more affordable luxuries like lipstick while reducing spending on larger purchases. Cons

In 2024, value sales of oral care saw an increase as consumers incorporated more oral care products into their daily routines. However, private labels pushed unit prices down, particularly in categories such as dental floss, toothpaste, and mouthwash. However, toothpaste remained the largest category within oral care in 2024, recording growth in retail value, while denture care emerged as the top performer in terms of growth. Price increases and an ageing population drove this positive growth fo

In 2024, value sales of deodorants in Hungary rose. While deodorant sprays remained the largest category, sales of this product declined, whereas deodorants stick experienced the most dynamic growth. The success of deodorant sticks was driven by convenience, cleaner formulations free from aerosol propellants, and a growing consumer preference for sustainable alternatives. This trend is expected to continue in the coming years, as eco-conscious shoppers increasingly sought products with minimal w

In 2024, value sales of fragrances recorded a double-digit increase. Mass fragrances remained the largest category. The price of both mass and premium fragrances continued to rise over the review period, in line with the pattern seen across beauty and personal care. However, the uptick in social activities and more people returning to the workplace following hybrid working, also contributed to sales of fragrances in 2024.

In 2024, value sales of men’s grooming in Hungary recorded a double-digit increase. While men’s toiletries was the largest category, men’s fragrances was the most dynamic category, recording a strong uplift in retail value growth. Mass and premium men’s fragrances have demonstrated much stronger growth than women’s, a trend expected to continue in the early forecast years. This is driven by increased investment in ATL and BTL campaigns specifically targeting male consumers, who are traditionally

Retail value sales of skin care recorded a double-digit increase in Hungary in 2024, driven by premiumisation. Facial care remained the largest category within skin care, with sales also seeing a double-digit rise, while skin care sets and kits emerged as the most dynamic category, offering consumers access to trial versions of complete routines.

In 2024, value sales of depilatories declined in Hungary. Hair removers/bleaches remained the largest category within depilatories, although value sales also fell. While women’s pre-shave emerged as the most dynamic category, it only saw a slight uplift in value growth. These results can be attributed to the category’s strong double-digit growth in 2022 and 2023, which led to a natural correction in 2024. The declining replacement rate of razors and blades can be attributed to several factors. F

In 2024, value sales of hair care recorded a double-digit increase in Hungary. Hair care systems combining colour treatments, root touch-ups, and damage repair gained traction throughout the year. Products like L'Oréal Paris Magic Retouch and Syoss Root Retouch rose in popularity, offering convenient at-home solutions for consumers seeking professional results without the salon prices. Temporary colour drops also saw strong demand, with innovations such as Live Temporary Color Drops and L'Oréal'

In 2024, beauty and personal care in Hungary experienced significant double-digit growth, building on several previous years of similar growth results. This increase was fuelled by rising consumer purchasing power, a growing interest in wellness, and changing consumer preferences for high-quality and effective products.

Value sales of bath and shower products in Hungary increased in 2024, with body wash/shower gel emerging as the largest and most dynamic category. Consumers became increasingly focused on ingredient transparency, with formulations that were nano-free, pH-neutral, paraben-free, paraffin-free, and vegan, gaining popularity. In response, brands actively marketed these claims, resulting in stronger competition among natural and dermocosmetic bath and shower products. Dermo brands such as Bioderma, U

Value sales of baby and child-specific products in Hungary recorded a positive uplift in 2024. Nappy (diaper) rash treatments was the most dynamic category in 2024, boosting overall value sales. Parents have increasingly prioritised sensitive and ultra-sensitive baby care products, including nappy (diaper) rash treatments, with a notable rise in offerings for allergic or allergy-prone skin. Brands responded to this demand with specialised formulas, such as SLS-free Dora Natura, soap-free Mixa Ba

In 2024, value sales of premium beauty and personal care increased in Hungary, recording a double-digit uplift in retail sales. Premium skin care was the largest and top performing category, boosted by the ageing population in Hungary, which is significantly impacting the premium beauty market. This consumer base is driving increased demand for anti-ageing and advanced sun protection products. As consumers adopt a more serious approach to skincare, they are increasingly willing to invest in prem