Summary

Retailers, manufacturers and consumers were only able to give a short sigh of relief after the grip of the COVID-19 pandemic eased. The country reopened totally from the lockdowns and various measures limiting shopping, travelling, and leisure activities, and there was an upbeat mood and a willingness to spend. However, a new kind of uncertainty and economic threat appeared during the year: double-digit inflation, including on essential food items, which had not been experienced for over two dec...

Euromonitor International's Retail in Hungary report offers insight into key trends and developments driving the industry. The report examines all retail channels to provide sector insight. Channels include hypermarkets, supermarkets, discounters, convenience stores, mixed retailers, health and beauty retailers, clothing and footwear retailers, furniture and furnishing stores, DIY and hardware stores, durable goods retailers, leisure and personal goods retailers. There are profiles of leading retailers, with analysis of their performance and the challenges they face. There is also analysis of non-store retailing: vending; homeshopping; internet retailing; direct selling, as available.

Product coverage: Retail E-Commerce, Retail Offline.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

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* Get a detailed picture of the Retail market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

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Table of Contents

Retail in Hungary
Euromonitor International
April 2023

List Of Contents And Tables

RETAIL IN HUNGARY
EXECUTIVE SUMMARY
Retail in 2022: The big picture
Price cap on certain essential food products and fuel amidst rising inflation
Unprecedented handouts to households boost retail sales as part of a stimulus package
What next for retail?
OPERATING ENVIRONMENT
Informal retail
Opening hours for physical retail
Summary 1 Standard Opening Hours by Channel Type 2022
Seasonality
Black Friday
Christmas
Back-to-school
MARKET DATA
Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2017-2022
Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2017-2022
Table 3 Sales in Retail Offline by Channel: Value 2017-2022
Table 4 Sales in Retail Offline by Channel: % Value Growth 2017-2022
Table 5 Retail Offline Outlets by Channel: Units 2017-2022
Table 6 Retail Offline Outlets by Channel: % Unit Growth 2017-2022
Table 7 Sales in Retail E-Commerce by Product: Value 2017-2022
Table 8 Sales in Retail E-Commerce by Product: % Value Growth 2017-2022
Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 11 Sales in Grocery Retailers by Channel: Value 2017-2022
Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2017-2022
Table 13 Grocery Retailers Outlets by Channel: Units 2017-2022
Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022
Table 15 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 16 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 17 Sales in Non-Grocery Retailers by Channel: Value 2017-2022
Table 18 Sales in Non-Grocery Retailers by Channel: % Value Growth 2017-2022
Table 19 Non-Grocery Retailers Outlets by Channel: Units 2017-2022
Table 20 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022
Table 21 Retail GBO Company Shares: % Value 2018-2022
Table 22 Retail GBN Brand Shares: % Value 2019-2022
Table 23 Retail Offline GBO Company Shares: % Value 2018-2022
Table 24 Retail Offline GBN Brand Shares: % Value 2019-2022
Table 25 Retail Offline LBN Brand Shares: Outlets 2019-2022
Table 26 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 27 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 28 Grocery Retailers GBO Company Shares: % Value 2018-2022
Table 29 Grocery Retailers GBN Brand Shares: % Value 2019-2022
Table 30 Grocery Retailers LBN Brand Shares: Outlets 2019-2022
Table 31 Non-Grocery Retailers GBO Company Shares: % Value 2018-2022
Table 32 Non-Grocery Retailers GBN Brand Shares: % Value 2019-2022
Table 33 Non-Grocery Retailers LBN Brand Shares: Outlets 2019-2022
Table 34 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2022-2027
Table 35 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2022-2027
Table 36 Forecast Sales in Retail Offline by Channel: Value 2022-2027
Table 37 Forecast Sales in Retail Offline by Channel: % Value Growth 2022-2027
Table 38 Forecast Retail Offline Outlets by Channel: Units 2022-2027
Table 39 Forecast Retail Offline Outlets by Channel: % Unit Growth 2022-2027
Table 40 Forecast Sales in Retail E-Commerce by Product: Value 2022-2027
Table 41 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2022-2027
Table 42 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 43 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 44 Forecast Sales in Grocery Retailers by Channel: Value 2022-2027
Table 45 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2022-2027
Table 46 Forecast Grocery Retailers Outlets by Channel: Units 2022-2027
Table 47 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027
Table 48 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 49 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 50 Forecast Sales in Non-Grocery Retailers by Channel: Value 2022-2027
Table 51 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2022-2027
Table 52 Forecast Non-Grocery Retailers Outlets by Channel: Units 2022-2027
Table 53 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027
DISCLAIMER
SOURCES
Summary 2 Research Sources
CONVENIENCE RETAILERS IN HUNGARY
KEY DATA FINDINGS
2022 DEVELOPMENTS
The main challenge for convenience stores is how to compete against discounters
Tesco-Shell partnership sees a revival
Fuel price cap boosts sales of fuel and attracts new customers to chained outlets
PROSPECTS AND OPPORTUNITIES
Erosion of outlet numbers will be a concern for convenience stores
Sizeable government support for convenience stores in villages
Forecourt retailers – should they go beyond selling fuel?
CHANNEL DATA
Table 54 Convenience Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 55 Convenience Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 56 Sales in Convenience Retailers by Channel: Value 2017-2022
Table 57 Sales in Convenience Retailers by Channel: % Value Growth 2017-2022
Table 58 Convenience Retailers GBO Company Shares: % Value 2018-2022
Table 59 Convenience Retailers GBN Brand Shares: % Value 2019-2022
Table 60 Convenience Retailers LBN Brand Shares: Outlets 2019-2022
Table 61 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 62 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 63 Forecast Sales in Convenience Retailers by Channel: Value 2022-2027
Table 64 Forecast Sales in Convenience Retailers by Channel: % Value Growth 2022-2027
DISCOUNTERS IN HUNGARY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Discounters gains the most sales during the pandemic and the inflationary environment
Brands and local products see an increased shelf presence
Discounters move towards e-commerce, but Lidl still waits
PROSPECTS AND OPPORTUNITIES
Discounters to remain the grocery retail channel with the strongest growth
Rise in premium groceries and non-grocery products in the overall mix
Competitive landscape unlikely to see new entrants
CHANNEL DATA
Table 65 Discounters: Value Sales, Outlets and Selling Space 2017-2022
Table 66 Discounters: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 67 Discounters GBO Company Shares: % Value 2018-2022
Table 68 Discounters GBN Brand Shares: % Value 2019-2022
Table 69 Discounters LBN Brand Shares: Outlets 2019-2022
Table 70 Discounters Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 71 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
HYPERMARKETS IN HUNGARY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Continued value growth for hypermarkets, despite stagnating outlet numbers
Reduction in the sales area allows hypermarkets to rent space
Hypermarkets go green
PROSPECTS AND OPPORTUNITIES
Hypermarkets are still strong anchors to drive foot traffic
Indotek Group’s planned minority stake in Auchan could offer room for expansion
No new entrants likely, leading to a stable competitive landscape
CHANNEL DATA
Table 72 Hypermarkets: Value Sales, Outlets and Selling Space 2017-2022
Table 73 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 74 Hypermarkets GBO Company Shares: % Value 2018-2022
Table 75 Hypermarkets GBN Brand Shares: % Value 2019-2022
Table 76 Hypermarkets LBN Brand Shares: Outlets 2019-2022
Table 77 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 78 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
SUPERMARKETS IN HUNGARY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Shopping habits only temporarily back to normal
The real value of supermarket renovation programmes of past years is realised
Spar leads supermarkets in terms of value sales and outlet numbers
PROSPECTS AND OPPORTUNITIES
Continued closure of underperforming outlets expected
Supermarkets as logistics centres to fulfil e-commerce orders – aim is for nationwide coverage
Competitive landscape unlikely to see major changes
CHANNEL DATA
Table 79 Supermarkets: Value Sales, Outlets and Selling Space 2017-2022
Table 80 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 81 Supermarkets GBO Company Shares: % Value 2018-2022
Table 82 Supermarkets GBN Brand Shares: % Value 2019-2022
Table 83 Supermarkets LBN Brand Shares: Outlets 2019-2022
Table 84 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 85 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
SMALL LOCAL GROCERS IN HUNGARY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Outlets that survive the pandemic face an even tougher challenge: price caps
Small local grocers a source of unique products and tastes
Mobile shops face significant increases in fuel costs
PROSPECTS AND OPPORTUNITIES
Erosion of outlet numbers for small local grocers
A dilemma remains for store managers – stay independent, or join a chain
Erosion of tobacco stores continues – small local grocers take over their job
CHANNEL DATA
Table 86 Small Local Grocers: Value Sales, Outlets and Selling Space 2017-2022
Table 87 Small Local Grocers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 88 Small Local Grocers GBO Company Shares: % Value 2018-2022
Table 89 Small Local Grocers GBN Brand Shares: % Value 2019-2022
Table 90 Small Local Grocers LBN Brand Shares: Outlets 2019-2022
Table 91 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 92 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
APPAREL AND FOOTWEAR SPECIALISTS IN HUNGARY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Strong rebound of apparel and footwear sales, but challenges remain
Erosion of outlet numbers, with sales further concentrating amongst chained players
Orsay closes its outlets and online store, while HalfPrice expands
PROSPECTS AND OPPORTUNITIES
Further outlet closures, especially if high inflation and rising utility prices continue
Budget and mid-priced brands will dominate, but some changes expected
Omnichannel retailing and the threat from multibrand online shops
CHANNEL DATA
Table 93 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 94 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 95 Apparel and Footwear Specialists GBO Company Shares: % Value 2018-2022
Table 96 Apparel and Footwear Specialists GBN Brand Shares: % Value 2019-2022
Table 97 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2019-2022
Table 98 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 99 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
APPLIANCES AND ELECTRONICS SPECIALISTS IN HUNGARY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Demand for more energy-efficient appliances and replacement smartphones
Innovation and financing also drive demand
Extreme Digital outlets disappear, absorbed into the eMAG brand
PROSPECTS AND OPPORTUNITIES
Channel set to remain concentrated, with no new entrants likely
Specialisation could be key to survival for independent outlets
Showrooms will be created, as outlets will need to demonstrate brand experiences
CHANNEL DATA
Table 100 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 101 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 102 Appliances and Electronics Specialists GBO Company Shares: % Value 2018-2022
Table 103 Appliances and Electronics Specialists GBN Brand Shares: % Value 2019-2022
Table 104 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2019-2022
Table 105 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 106 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
HEALTH AND BEAUTY SPECIALISTS IN HUNGARY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Some independent outlets have to close, most chained operators remain
Online sales of non-prescription drugs are banned
Even as COVID-19 eases, it still generates demand for related products
PROSPECTS AND OPPORTUNITIES
Increased consumer budget allocated to healthcare to drive retail sales
E-commerce is an obvious growth option, but pharmacies remain in a special situation, limiting the online growth potential
Erosion of outlet numbers across the board
CHANNEL DATA
Table 107 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 108 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 109 Sales in Health and Beauty Specialists by Channel: Value 2017-2022
Table 110 Sales in Health and Beauty Specialists by Channel: % Value Growth 2017-2022
Table 111 Health and Beauty Specialists GBO Company Shares: % Value 2018-2022
Table 112 Health and Beauty Specialists GBN Brand Shares: % Value 2019-2022
Table 113 Health and Beauty Specialists LBN Brand Shares: Outlets 2019-2022
Table 114 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 115 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 116 Forecast Sales in Health and Beauty Specialists by Channel: Value 2022-2027
Table 117 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2022-2027
HOME PRODUCTS SPECIALISTS IN HUNGARY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Value sales are fuelled by multiple factors
Rising prices boost sales for pet shops and superstores
Home products specialists remains fragmented
PROSPECTS AND OPPORTUNITIES
Growth expected despite the threats of recession, economic slowdown and inflation
Strong shift towards e-commerce likely to limit growth in store-based sales
Housing situation still offers potential for growth
CHANNEL DATA
Table 118 Home Products Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 119 Home Products Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 120 Sales in Home Products Specialists by Channel: Value 2017-2022
Table 121 Sales in Home Products Specialists by Channel: % Value Growth 2017-2022
Table 122 Home Products Specialists GBO Company Shares: % Value 2018-2022
Table 123 Home Products Specialists GBN Brand Shares: % Value 2019-2022
Table 124 Home Products Specialists LBN Brand Shares: Outlets 2019-2022
Table 125 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 126 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 127 Forecast Sales in Home Products Specialists by Channel: Value 2022-2027
Table 128 Forecast Sales in Home Products Specialists by Channel: % Value Growth 2022-2027
GENERAL MERCHANDISE STORES IN HUNGARY
KEY DATA FINDINGS
2022 DEVELOPMENTS
First COVID-19, than the economic slowdown and inflation accelerate store closures
Ecofamily makes a success of multichannel retailing
Some variety stores work with a surprisingly large product assortment
PROSPECTS AND OPPORTUNITIES
More intense competition and marketing activity to win against grocery retailers
Chained variety stores likely to take further ground
Department stores not expected to return
CHANNEL DATA
Table 129 General Merchandise Stores: Value Sales, Outlets and Selling Space 2017-2022
Table 130 General Merchandise Stores: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 131 Sales in General Merchandise Stores by Channel: Value 2017-2022
Table 132 Sales in General Merchandise Stores by Channel: % Value Growth 2017-2022
Table 133 General Merchandise Stores GBO Company Shares: % Value 2018-2022
Table 134 General Merchandise Stores GBN Brand Shares: % Value 2019-2022
Table 135 General Merchandise Stores LBN Brand Shares: Outlets 2019-2022
Table 136 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 137 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 138 Forecast Sales in General Merchandise Stores by Channel: Value 2022-2027
Table 139 Forecast Sales in General Merchandise Stores by Channel: % Value Growth 2022-2027
DIRECT SELLING IN HUNGARY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Dynamic growth for beauty and personal care direct selling
Weaker local currency and the threat of economic slowdown reduce optimism
Recruiting and keeping hard-working agents is always a hot topic
PROSPECTS AND OPPORTUNITIES
Value-positioned direct selling products will be more resistant to economic downturn
Online sales platforms have no limits to reach out to customers
New initiatives are always received with enthusiasm
CHANNEL DATA
Table 140 Direct Selling by Product: Value 2017-2022
Table 141 Direct Selling by Product: % Value Growth 2017-2022
Table 142 Direct Selling GBO Company Shares: % Value 2018-2022
Table 143 Direct Selling GBN Brand Shares: % Value 2019-2022
Table 144 Direct Selling Forecasts by Product: Value 2022-2027
Table 145 Direct Selling Forecasts by Product: % Value Growth 2022-2027
VENDING IN HUNGARY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Vending shows a strong rebound as the pandemic eases
Inflation bites into profits and leads to rising prices
Most vending operators run multiple divisions to offset negative business cycles
PROSPECTS AND OPPORTUNITIES
Coverage not expected to spread further, but more machines with a wider product range possible
Coffee from fair trade sources or from sustainable eco-friendly farming remains rare
Status quo in the competitive landscape
CHANNEL DATA
Table 146 Vending by Product: Value 2017-2022
Table 147 Vending by Product: % Value Growth 2017-2022
Table 148 Vending GBO Company Shares: % Value 2018-2022
Table 149 Vending GBN Brand Shares: % Value 2019-2022
Table 150 Vending Forecasts by Product: Value 2022-2027
Table 151 Vending Forecasts by Product: % Value Growth 2022-2027
RETAIL E-COMMERCE IN HUNGARY
KEY DATA FINDINGS
2022 DEVELOPMENTS
More intense competition from offline retailers for share of the same wallet
Online grocery shopping platform launched
eDigital and eMAG merger completed, and eMAG as a single brand leads
PROSPECTS AND OPPORTUNITIES
The intensive growth period seems to be over, but opportunities remain
Foods and home products gain prevalence in e-commerce superstores
Delivery methods to cut costs and offer convenience to customers
CHANNEL DATA
Table 152 Retail E-Commerce by Product and Category: Value 2017-2022
Table 153 Retail E-Commerce by Product and Category: % Value Growth 2017-2022
Table 154 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 155 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 156 Forecast Retail E-Commerce by Product and Category: Value 2022-2027
Table 157 Forecast Retail E-Commerce by Product and Category: % Value Growth 2022-2027