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Evolution of the Sector

Until recently, small, independent, family-owned shops dominated Hungary's retail sector, especially in the less populated parts of the country. Thousands of these shops continue to serve rural populations, posing logistical challenges for distributors and suppliers. However, medium-sized, financially well-established heavy-discount chains are making inroads in Hungary's retail sector with retail units in smaller villages and other settlements. The most successful distribution companies in Hungary are wholly-owned subsidiaries of international chains, such as Auchan, Tesco, Lidl, Aldi, DM, etc. The increasing share of discounters reflects the high price sensitivity of Hungarian customers and provides evidence of strong price competition leading to lower profit margins of grocery retailers. However, according to Euromonitor, supermarket chains are rationalising their networks, focusing on locations and outlets with the highest growth potential and less competition, resulting in a decline of total outlets in recent years. This also resulted in changes in the ownership of outlets.

Unlike the countryside, Budapest's retail sector has many prestigious superstores, shopping centres, hypermarkets, and supermarkets as well as large retailers such as Rossmann, OBI, Praktiker and IKEA. A typical distribution channel in Hungary is for importer-wholesalers to service retailers and end-users directly.

Currently, there are 121 shopping malls, and 164 hypermarkets in the country. The largest malls in Budapest are Arkad, KOKI Terminal, Westend, Arena and Mammut.

E-commerce has been growing in the retail sector, with a further jump due to the COVID-19 epidemic. Cash is still more dominant in Hungary but the number of retail transactions with bank or debit cards (Visa, Amex and Mastercard) has grown significantly in recent years.

Finally, it has to be noted that in April 2020, during the COVID-19 pandemic, the national government issued a decree that levied sector-specific taxes on the banking and retail sectors to help finance a crisis response fund. The progressive tax on retail grocery outlets, however, was structured so that only foreign retail firms were large enough to qualify for the tax.

Market share

Distribution networks for consumer goods are rapidly developing. Small and medium sized local businesses and especially small independent retailers are losing their marketshare to foreign competition.
According to the latest figures by the USDA, hypermarkets account for 24% of all turnover, discount stores for 21%, supermarkets for 17%, and the market share of retail chains is 13%. The main international grocery retailers are:

Tesco (UK), the leader with 206 shops
Coop Hungary (Hungary) with 5012 shops, most of them are convenience stores
SPAR (Austria) with 493 shops, most of them are small supermarkets and convenience stores
CBA Group (Hungary main national retailer) with 2185 stores
Auchan (France) with 19 Hypermarkets
Lidl, Aldi, Penny Market (German) are the main discounter channels
Other brands include Réal and DM.

Retail Sector Organisations

Országos Kereskedelmi Szövetség - Hungarian Trade Association
Hungarian Chamber of Commerce

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