New Market Research Report: Surface Care in Hungary

Surface care continued to record increasing sales in 2015 both in terms of retail volume and current retail value. The category was already recovered from the crisis caused by difficult economic conditions during the downturn and consumers started to look for the newest innovations in surface care. The spray format became highly demanded in spite of its relatively high price, since it is convenient and practical. Manufacturers therefore targeted the spray category with new specialised products, which are the most effective on certain surfaces. General and multi-purpose cleaners also remained popular but registered slower growth than specialised cleaners. Fragrance became increasingly important in surface care and manufacturers tried to cover the originally unpleasant scent of different cleaners with pleasant fragrances. Stagnating prices did not contribute to retail value sales growth, which reached 2% in current terms in 2015.

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Competitive Landscape

Unilever Magyarország Kft maintained its leading position within surface care and accounted for 26% of retail value sales. Unilever was present in the category through its well-established international brands, such as Cif and Domestos, and also offered the domestic Flóraszept brand, which offers good value for money. Reckitt Benckiser (Hungary) Kft ranked second with 16% due to the success of the Cillit brand, which led category sales and was available in various formats in retail outlets. Colgate-Palmolive Kft ranked third with 11% due to the stable popularity of the Ajax brand, which was primarily demanded in multi-purpose cleaners and window/glass cleaners.

Industry Prospects

Surface care is expected to record steady but not dynamic retail value sales growth over the forecast period. Many categories of surface care are mature and will see limited new product launches and weak promotion. New formats – sprays and wipes – are expected to gain popularity at the expense of traditional liquids as they are convenient to use. Multi-purpose products will remain popular but task-specific premium products are expected to drive value sales growth. Due to moderate unit price growth and improving economic conditions consumers will be able to afford more expensive products and will spend less on economy options. Surface care is expected register a retail value CAGR of 2% (constant 2015 prices) over the forecast period to reach HuF13.7 billion in 2020.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Surface 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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