It really is about saving your skin!
In 2024 the Hungarian personal care market grew moderately, mainly driven by inflation.
This article is available for reading in Trade magazin 2025/5.
Value sales were up, while volume sales varied by category: body lotions and sunscreens showed an expansion, but other segments stagnated or slightly declined. Customers have become more price-sensitive and private label products continued to gain ground. Among the retail channels online sales kept growing even if traditional stores remained dominant. In the personal care segment demand for basic moisturisers dropped, but demand for products with special active ingredients increased. Anti-ageing and regenerating product sales augmented.
Demand for basic moisturisers has dropped, while demand for products with special active ingredients has increased
On a scientific basis
Ceralbin is an innovative dermocosmetic brand specifically designed for dry skin, with unique formulas to help restore and maintain its healthy texture. Ceralbin products focus not only on hydration, but also on replenishing lipid deficiencies, as maintaining the skin’s natural protective layer is essential for its good functioning.
Dr. Márton Argay
owner and developer
Ceralbin
“Our goal is to offer even more specialised, functional skincare solutions. As part of this, we have recently completed the development of a baby product line to provide gentle care for the delicate skin of the little ones”,
says Dr Márton Argay, owner and developer of Ceralbin Kft.
The company doesn’t only concentrate on the efficiency of its skincare products, but also on the science behind them.
A prémium kategóriás testápolók értékesítése megugrott, míg az alacsonyabb árkategóriában az akciós termékek voltak kelendőbbek
Sun protection in the spotlight
Réka Kelen
head of sales and marketing
Dr.Kelen
Réka Kelen, head of sales and marketing at Dr.Kelen explains that sunscreens, self-tanners and anti-wrinkle products are the most popular in drugstores.
“Sunscreen is a cosmetic product requiring the biggest trust, as it can have serious consequences if it doesn’t deliver the necessary protection. Because of this consumers tend to choose well-known brands that have been around for many years. Dr.Kelen SUN sunscreens have proved their reliability since 1992”,
says Réka Kelen.
The company pays special attention to the protection of children, as parents are looking for options with the highest factor number (F50). There is also a growing demand for high factor sunscreens among adults. //
Sun protection, self-tanning and anti-cellulite products are most in demand in drugstores
//
AVON enters the retail sector
In the past 135 years AVON has become one of the world’s best-known beauty brands.
AVON’s consultant network will remain a pillar of the company, but the brand is also debuting in new retail channels to meet changing needs and reach a wider range of beauty product buyers: AVON is therefore entering the retail market in Hungary, with some of the brand’s products becoming available in dm stores from April.
“Our partnership with dm is a collaboration based on our shared values”,
says Henrietta Olasz, general manager of AVON Magyarország.
“By expanding and optimising our assortment, we are working to ensure that dm customers can find their ideal products”
adds Roland Kanyó, marketing and PR manager of dm Kft. //
One step ahead in foot care
Péter Balajti
founding owner
Herbiovit
The economic downturn and inflation have also affected the foot care market: shoppers have become more cautious with their spending. “Our volume sales grew by only 2-3% in 2024 compared to the previous year. Herbiovit wants to renew the herbal cosmetics market. A large part of the industry is still obsolete, with several manufacturers still using parabens for preservation, even though conscious consumers are now avoiding them”, says Peter Balajti, creator and owner of the Herbiovit brand. People search for health-conscious ingredients more and more, which is also a key consideration with foot care products. //
Stick deodorants are pushing forward
According to the NIQ retail index, the deodorant market generated HUF 34bn sales in 2024, which was 14% more than in 2023.
Guest writer:
Balázs Páll
analytic insight associate
NIQ
At the same time the average price level of the category continued to rise: while between 2022 and 2023 there was a 19% price hike, between 2023 and 2024 product prices increased by a further 10%. Despite the growing prices, more deodorants were sold in terms of both units and volume, with a 4% surge in the latter indicator.
Drugstore chains were responsible for more than half of total sales.
Manufacturer brands realised 95% of sales, with private labels accounting for the remaining 5% in 2024. Spray deodorants are the best-seller, generating almost half of sales if measured in forints. Last year the most dynamic growth was recorded by stick deodorants: sales soared by 20% in value and 13% in volume. //
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