FM newsroom – facility operation, washroom hygiene. The hygiene paper market in Hungary is undergoing a significant transformation, driven by shifting consumer preferences, growing demand for sustainability, and fierce price competition. Sales trends reveal a divergence between classic and moist toilet paper, with private labels gaining ground. Companies are responding with innovative solutions, green practices, and targeted marketing strategies.
Market Shifts and Consumer Preferences
Barbara Horváth of Essity Hungary Kft. reported a mixed 2024, with toilet paper sales dropping 9.1% in value, while moist toilet tissue sales grew by 8%. Zewa, the company’s flagship brand, achieved double-digit growth. Informing Trade Magazin, brand manager Réka Forgách highlighted product upgrades, including new scented versions and softer, premium packaging.
Meanwhile, Vajda-Papír Kft. ‘s Viktória Pál emphasised the importance of perceived value and sustainability. The company utilises FSC-certified cellulose and 60% recycled plastic in its packaging.
Planet Line’s Péter Papp noted increasing consumer demand for skin-friendly, quality moist toilet tissues. Metsa Tissue HU Kft. ‘s Sándor Gödri confirmed the popularity of large promotional multipacks, though roll length remains a less-considered factor.
Private Labels and Retail Competition
Private labels now dominate, accounting for over 50% of toilet paper and 83% of moist toilet tissue volume sold under PL brands. Magyar Piszke Papír Kft. ‘s Fatime Bánkúti explained that discounters continue to attract the majority of customers. The company focuses on innovation and environmental solutions, such as their plastic-free Crepto toilet paper in paper boxes.
Sustainability in Focus
Sustainability is a key trend. Sofidel Hungary Kft. ‘s Gábor Vizur emphasised reducing packaging waste and CO₂ emissions. Their Regina brand remains strong, supported by compact, high sheet-count formats.
Planet Line, distributing the Violeta brand, continues to grow, backed by eco-conscious production and multichannel marketing, according to marketing manager Dávid Fedor.
Institutional Needs and ESG Compliance
B+N Referencia Zrt. targets institutional buyers with large-format hygiene paper products. Communications director Éva Szabó highlighted two key market drivers: cost efficiency and ESG compliance. Their new HYGON private label, developed with Magyar Piszke Papír, uses 100% recycled packaging—including adhesive tape—to meet strict environmental standards.
Growth of Moist Toilet Tissue
Moist toilet tissue usage surged: in 2024, 68% more was purchased than in 2019. Penetration reached one-third of Hungarian households, and promotional sales rose significantly. Private labels were especially dominant, with shoppers paying 48% less per sheet compared to branded alternatives.
In summary, the hygiene paper market is pivoting toward affordability, environmental responsibility, and product innovation, with private labels and discount retail chains playing increasingly influential roles.
