Consumer Appliances in Hungary

Hungary’s consumer appliances market recorded volume and current value sales declines for the fourth consecutive year in 2011. This negative trend was a direct consequence of the global economic crisis, which caused prices and demand in the local property market to fall sharply and reduced the purchasing power of Hungarian consumers. The impact that these developments had on demand for consumer appliances was worsened by the fact that many Hungarians had mortgages and other loans denominated in Swiss francs and euros. When the economic crisis significantly weakened the value of the Hungarian forint against both currencies, these consumers saw their debts increase substantially. Political instability further undermined consumer confidence during the middle years of the review period. Nonetheless, thanks to a slightly improved economic outlook, the rates of decline in total consumer appliances volume and current value sales in 2011 were significantly slower than those recorded in 2010, and also well below the average rates of decline for the entire review period.

Energy efficiency appliances gain popularity among Hungarian consumers

During the review period, energy efficiency became an increasingly important consideration for Hungarians when buying appliances. As household budgets came under pressure due to the economic crisis and rising utility bills, consumers began to pay greater attention to how much water or electricity different appliances used. This was especially the case with regard to major appliances. As consumers became better educated about this issue, they proved increasingly willing to pay higher prices for more energy efficient products, recognising that they could prove a more economical choice in the long term. The fact that energy efficient appliances are better for the environment also made them more attractive to some consumers. For most Hungarians, however, the eco-friendly properties of energy efficient appliances were not as important as their economic benefits. As a result, the issue of environmental protection was more important in marketing campaigns for individual brands than it was in purchasing decisions by consumers.

Hypermarkets and internet retailers make gains in distribution

In terms of retail distribution, durable goods retailers channels continued to account for the largest share of total consumer appliances volume sales in 2011. During the review period, however, the market volume share of durable goods retailers as a whole declined steadily as other channels gained ground, most notably hypermarkets. Volume share gains for hypermarkets were underpinned by the convenience trend and increased price sensitivity among consumers in the wake of the economic crisis. Together with improvements in online payment security systems, these factors also supported more modest volume share gains for the internet retailing channel. Independent electrical goods retailers were worst affected by the rise of these channels, with the market volume share of the former declining dramatically over 2006-2011. Multiple electrical goods retailers fared considerably better thanks to their ability to offer wider assortments, more competitive prices and comprehensive after sales services. These advantages ensured that multiples were able to join hypermarkets chains and internet retailers in stealing volume shares from independent electrical goods retailers.

Multinationals continue to lead the Hungarian market

Multinational companies and brands continued to account for the lion’s share of total consumer appliances volume sales in Hungary in 2011. Electrolux Lehel Hutogepgyar Kft was the leading player in major appliances, while Philips Hungária Kft led small appliances. BSH Kft was the overall market leader in volume sales terms. While some multinational players, such as Electrolux, maintained production facilities in the country, there were comparatively few independent domestic companies present in the market. Nonetheless, domestic companies and brands did make steady volume share gains in a number of categories towards the end of the review period as the economic crisis made Hungarians increasingly price sensitive. This trend was most visible in small appliances.

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