OTC Healthcare in Hungary
Euromonitor International's OTC Healthcare in Hungary market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
Get immediate access to strategic market analysis when you buy reports online
Tables: 95 | Publication date: Jun 2006
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Adult mouthcare; Allergy care; Analgesics; Calming and sleeping products; Child-specific OTC healthcare; Cough; cold and allergy (hay fever) remedies; Digestive remedies; Ear care; Emergency contraception; Eye care; Medicated skin care; NRT Smoking cessation aids; OTC obesity; OTC statins; Vitamins and dietary supplements; Wound treatments
Executive summary
Demand for self-medication boosts sales
In 2005 OTC healthcare market growth was just over 6% in current value terms to reach almost HuF65.3 billion. Growth can be explained by several factors, such as the increase of self-medication, growing disposable incomes and greater awareness of OTC healthcare products among the population.
The internal hierarchy of the market by product type remained virtually unchanged over the review period. The traditional dominance of vitamins, analgesics and cough, cold and allergy medications was unchallenged.
New regulation in 2005
The Act No. XCV/2005 regulating the clinical testing, production, registration, distribution, marketing, labelling and state control of medical products for human use was adopted in 2005, and came into force on 30 October 2005. This Act incorporates the provisions of the European Community code concerning medicines. In line with the Act several Ministry of Health Decrees came to force regulating the registration, marketing authorisation, packaging and labelling of medicines for human use.
In line with the new regulation for non-reimbursed medicines, the Ministry of Health is only informed of price changes by either the manufacturer or the importer. According to the agreement with the Chamber of Pharmacists manufacturers need to publish the changes in prices for non-reimbursed medicines every month starting from 2005.
Algopyrin, Neo Citran, Béres Csepp – best selling brands
The leading manufacturer in the overall OTC healthcare market in 2005 was Sanofi-Aventis (Sanofi-Synthélabo Rt). The company’s strong position was due mainly to marketing lower-priced, traditionally available products with high levels of brand loyalty. Its presence is strongest in analgesics, where the leading brand, Algopyrin (dipyrone) is the best-selling OTC brand.
The same tactic was followed by several other major local players such as Teva Magyarország Rt or Béres Rt.
Teva is one of the largest players in the OTC healthcare market with 35-40 brands, excelling in medicated skin care, ear care, cough and cold remedies and wound treatments. Béres Rt is a leader with its Béres Csepp in mineral supplements, making Béres Csepp one of the best-known and best-sold products in Hungary.
Regarding foreign companies, Novartis and Bayer Hungária Kft are the main players. Brands, such as Neo Citran, Fenistil, Voltaren, Venoruton, Sandoz, Otrivin and Nicotinell make Novartis one of the largest players, while in Bayer’s Supradyn, Rennie, Bayer Aspirin, Saridon and Canesten are its main brands.
Pharmacy – hegemony is under attack
In 2005, and over the review period, pharmacies represented the single most important retail channel for the distribution of OTC healthcare products. Officially, sales of OTC healthcare products are restricted to pharmacies, the number of which stood at over 2,050 at the end of 2005.
Even though the leading position of chemists/pharmacies remained unchallenged, following the liberalisation of the market, some OTC healthcare products (vitamins, dietary supplements) started to be sold through various other retail channels due to gaps in the relevant legislation.
The Hungarian Association of Pharmacists (MGYK) try to protect the hegemony of pharmacies, reacting to all of the initiatives of selling certain OTC medications outside the network of pharmacies. It is still relatively unclear what the future holds with regard to this particular question, although whatever the government’s final decision, it is certain to be preceded by heated debate.
Unhealthy consumption habits – slow change
Diseases of the circulatory system, mainly heart attacks and strokes, are the greatest cause of death in Hungary. Cancer ranks as the second most frequent terminal illness in Hungary, and its ratio is the highest in Europe. Contributory factors are the high level of fat consumed in the diet and high levels of alcohol and tobacco consumption among some groups, especially men. By BMI, 29% of women and 38% of men are overweight, and every fifth adult is considered obese in Hungary. Around 40% of men and 27% of women in Hungary smoke, and spirits consumption per capita in 2003 was just over seven litres. However, the estimated number of alcoholics is decreasing: the estimated number was 829,000 in 2000, but in 2004 the figure was only 692,000, according to the Central Statistical Office. Daily calorific and fat intake levels are still high compared with other countries in the region, although the figures are decreasing.
Further growth expected
The Hungarian OTC healthcare market is forecast to be worth HuF83 billion by 2010, having demonstrated a CAGR of 5% over the forecast period. However, although a number of factors are likely to drive growth, and certain products are expected to continue to perform dynamically, overall growth rates will decline due to increased saturation and maturity.
Reasons behind the expansion of the market will undoubtedly include increasing disposable incomes, a wider selection of available products, more widespread advertising and consumer education, and a growing number of consumers choosing self-medication. As the National Health Fund continuously faces severe financial problems, switches from Rx to OTC status are expected for products such as OTC obesity, emergency contraception, proton pump inhibitors and allergy care.
Table of contents
OTC HEALTHCARE IN HUNGARY : MARKET INSIGHT
EXECUTIVE SUMMARY
OPERATING ENVIRONMENT
OTC Registration and Classification
Vitamins & Dietary Supplements Registration and Classification
Advertising
Packaging and Labelling
Distribution
De-listing or De-reimbursement
Traditional Remedies
Homeopathy
Generics
Consumer Expenditure on Health Goods and Medical Services
Table 1 Consumer Expenditure on Health Goods and Medical Services 2000-2005
Life Expectancy
Table 2 Daily Average Nutrient Consumption per Capita 2000-2003
Table 3 Life Expectancy at Birth 2000-2005
OTC HEALTHCARE SALES
Market Performance
Table 4 Sales of OTC Healthcare by Sector: Value 2000-2005
Table 5 Sales of OTC Healthcare by Sector: % Value Growth 2000-2005
Switches
Table 6 OTC Healthcare Switches 2004-2005
Competitive Environment
Table 7 Ownership Structure of the Largest Local Companies 2005
Table 8 OTC Healthcare Company Shares by Retail Value 2001-2005
Table 9 OTC Healthcare Brand Shares by Retail Value 2002-2005
Retail Distribution
Table 10 Ownership Structure of the Largest Local Wholesalers 2005
Table 11 Sales of OTC Healthcare by Distribution Format: % Analysis 2000/2005
Table 12 Sales of OTC Healthcare by Sector and Distribution Format: % Analysis 2005
Retailer Activity and Private Label Trends
Table 13 Penetration of Private Label by Sector 2001-2005
Forecast Market Performance
Table 14 Economic Prognosis (% Growth Compared with Previous Year) 2003-2006
Table 15 Forecast Sales of OTC Healthcare by Sector: Value 2005-2010
Table 16 Forecast Sales of OTC Healthcare by Sector: % Value Growth 2005-2010
DEFINITIONS
LOCAL COMPANY PROFILES - HUNGARY
BéRES RT - OTC HEALTHCARE - HUNGARY
COMPANY BACKGROUND
THE BÉRES STORY
RECENT NEWS
Summary 1 Summary - Béres Gyógyszergyár Rt: Operational Indicators 2004
RICHTER GEDEON RT - OTC HEALTHCARE - HUNGARY
COMPANY BACKGROUND
RECENT NEWS
Summary 2 Summary - Richter Gedeon Rt: Operational Indicators 2004
SANOFI-AVENTIS - OTC HEALTHCARE - HUNGARY
COMPANY BACKGROUND
RECENT NEWS
Table 17 Sanofi-Synthélabo Chinoin Rt. Turnover 1998-2004
TEVA MAGYARORSZáG RT - OTC HEALTHCARE - HUNGARY
COMPANY BACKGROUND
RECENT NEWS
Summary 3 Summary - Teva: Operational Indicators 2004
ANALGESICS IN HUNGARY
SECTOR PERFORMANCE
2005 headlines
Analgesics: a part of people’s lives
Algopyrin – the best-selling OTC healthcare brand
Ibuprofen – growing popularity due to intensive promotion
Parents tend not to experiment at their children’s risk
Topical analgesics – creams and gels preferred
Rx-only or no market
New products – ibuprofen leads
Forecast performance
Table 18 Sales of Analgesics by Subsector: Value 2000-2005
Table 19 Sales of Analgesics by Subsector: % Value Growth 2000-2005
Table 20 Analgesics Company Shares by Retail Value 2001-2005
Table 21 Analgesics Brand Shares by Retail Value 2002-2005
Summary 4 Summary - Analgesics: New Product Launches 2004-2005
Table 22 Forecast Sales of Analgesics by Subsector: Value 2005-2010
Table 23 Forecast Sales of Analgesics by Subsector: % Value Growth 2005-2010
TOPICAL ANALGESICS BY HERBAL/STANDARD SPLIT
Table 24 Herbal vs Standard Topical Analgesics 2000/2005
COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN HUNGARY
SECTOR PERFORMANCE
2005 headlines
Growth above average
Negro – traditional candy
Neo Citran – one of the top 10 best-selling OTC brands
Single products less popular due to inconvenience
Allergy – endemic in Hungary
Strong Rx market hinders growth
New product launches to support well-established brands
Pharmacies’ hegemony is broken
Forecast performance
Table 25 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: Value 2000-2005
Table 26 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: % Value Growth 2000-2005
Table 27 Cough, Cold and Allergy (Hay Fever) Remedies Company Shares by Retail Value 2001-2005
Table 28 Cough, Cold and Allergy (Hay Fever) Remedies Brand Shares by Retail Value 2002-2005
Summary 5 Summary - Cough, Cold and Allergy (Hay Fever) Remedies: New Product Launches 2004-2005
Table 29 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: Value 2005-2010
Table 30 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: % Value Growth 2005-2010
COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES BY HERBAL/STANDARD SPLIT
Table 31 Herbal vs Standard Cough, Cold and Allergy (Hay Fever) Remedies 2000/2005
DECONGESTANTS PERFORMANCE
Table 32 Sales of Decongestants by Type: Value 2000-2005
Table 33 Sales of Decongestants by Type: % Value Growth 2000-2005
CHILD-SPECIFIC COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES PERFORMANCE
Table 34 Sales of Child-specific Cough, Cold and Allergy (Hay Fever) Remedies by Type: Value 2000-2005
Table 35 Sales of Child-specific Cough, Cold and Allergy (Hay Fever) Remedies by Type: % Value Growth 2000-2005
DIGESTIVE REMEDIES IN HUNGARY
SECTOR PERFORMANCE
2005 headlines
Digestive remedies mature
Unhealthy eating habits generate demand
Laxatives and diarrhoeal remedies stagnating
Motion sickness
IBS – 15-20% of the population connected
Sensitive areas advertised on TV
Negligible sales for child-specific remedies
Forecast performance
Table 36 Sales of Digestive Remedies by Subsector: Value 2000-2005
Table 37 Sales of Digestive Remedies by Subsector: % Value Growth 2000-2005
Table 38 Digestive Remedies Company Shares by Retail Value 2001-2005
Table 39 Digestive Remedies Brand Shares by Retail Value 2002-2005
Summary 6 Summary - Digestive Remedies: New Product Launches 2004-2005
Table 40 Forecast Sales of Digestive Remedies by Subsector: Value 2005-2010
Table 41 Forecast Sales of Digestive Remedies by Subsector: % Value Growth 2005-2010
DIGESTIVE REMEDIES BY HERBAL/STANDARD SPLIT
Table 42 Herbal vs Standard Digestive Remedies 2000/2005
OTHER INDIGESTION AND HEARTBURN REMEDIES PERFORMANCE
Table 43 Sales of Other Indigestion and Heartburn Remedies by Type: Value 2000-2005
Table 44 Sales of Other Indigestion and Heartburn Remedies by Type: % Value Growth 2000-2005
MEDICATED SKIN CARE IN HUNGARY
SECTOR PERFORMANCE
2005 headlines
Medicated skin care environment fragmented
Neogranormon – Superbrands 2004
Topical antifungals
Stagnating products in majority
Status quo in the market
Forecast performance
Table 45 Sales of Medicated Skin Care by Subsector: Value 2000-2005
Table 46 Sales of Medicated Skin Care by Subsector: % Value Growth 2000-2005
Table 47 Medicated Skin Care Company Shares by Retail Value 2001-2005
Table 48 Medicated Skin Care Brand Shares by Retail Value 2002-2005
Summary 7 Summary - Medicated Skin Care: New Product Launches 2004-2005
Table 49 Forecast Sales of Medicated Skin Care by Subsector: Value 2005-2010
Table 50 Forecast Sales of Medicated Skin Care by Subsector: % Value Growth 2005-2010
MEDICATED SKIN CARE BY HERBAL/STANDARD SPLIT
Table 51 Herbal vs Standard Medicated Skin Care 2000/2005
ACNE TREATMENTS BRAND SHARES
Table 52 Acne Treatments Brand Shares by Retail Value 2002-2005
HAIR LOSS TREATMENTS BRAND SHARES
Table 53 Hair Loss Treatments Brand Shares by Retail Value 2002-2005
VITAMINS AND DIETARY SUPPLEMENTS IN HUNGARY
SECTOR PERFORMANCE
2005 headlines
Intensive promotion underpins above-average growth
Self-medication concept strengthens vitamins and dietary supplements
Convenience an important factor
Béres – more than a brand
Pharmavit’s Plusssz – long story
New positioning strategy
Dietary supplements – untraceable changes
Internet sales of vitamins and dietary supplements
Direct sellers offer several herbal products
Forecast performance
Table 54 Sales of Vitamins and Dietary Supplements by Subsector: Value 2000-2005
Table 55 Sales of Vitamins and Dietary Supplements by Subsector: % Value Growth 2000-2005
Table 56 Vitamins and Dietary Supplements Company Shares by Retail Value 2001-2005
Table 57 Vitamins and Dietary Supplements Brand Shares by Retail Value 2002-2005
Summary 8 Summary - Vitamins and Dietary Supplements: New Product Launches 2004-2005
Table 58 Forecast Sales of Vitamins and Dietary Supplements by Subsector: Value 2005-2010
Table 59 Forecast Sales of Vitamins and Dietary Supplements by Subsector: % Value Growth 2005-2010
VITAMINS PERFORMANCE
Table 60 Sales of Vitamins by Type: Value 2000-2005
Table 61 Sales of Vitamins by Type: % Value Growth 2000-2005
Table 62 Vitamins Brand Shares by Retail Value 2002-2005
DIETARY SUPPLEMENTS PERFORMANCE
Table 63 Sales of Dietary Supplements by Type: Value 2000-2005
Table 64 Sales of Dietary Supplements by Type: % Value Growth 2000-2005
Table 65 Dietary Supplements Brand Shares by Retail Value 2002-2005
Table 66 Dietary Supplements by Positioning: % Retail Value Analysis 2005
NRT SMOKING CESSATION AIDS IN HUNGARY
NUMBER OF SMOKERS
Table 67
SECTOR PERFORMANCE
2005 headlines
2005 – notable decline
Healthy, wellness lifestyle trend stirs new interest
Patches dominate sales
New products – expanding the brand
Forecast performance
Table 68 Sales of NRT Smoking Cessation Aids by Subsector: Value 2000-2005
Table 69 Sales of NRT Smoking Cessation Aids by Subsector: % Value Growth 2000-2005
Table 70 NRT Smoking Cessation Aids Company Shares by Retail Value 2001-2005
Table 71 NRT Smoking Cessation Aids Brand Shares by Retail Value 2002-2005
Summary 9 Summary - NRT Smoking Cessation Aids: New Product Launches 2004-2005
Table 72 Forecast Sales of NRT Smoking Cessation Aids by Subsector: Value 2005-2010
Table 73 Forecast Sales of NRT Smoking Cessation Aids by Subsector: % Value Growth 2005-2010
EYE CARE IN HUNGARY
SECTOR PERFORMANCE
2005 headlines
Sales continue to grow despite of strong Rx-only sales
Allergy eye care hindered by Rx status
Drops lead sales
Influence of Western companies and brands over development
Forecast performance
Table 74 Sales of Eye Care by Subsector: Value 2000-2005
Table 75 Sales of Eye Care by Subsector: % Value Growth 2000-2005
Table 76 Eye Care Company Shares by Retail Value 2001-2005
Table 77 Eye Care Brand Shares by Retail Value 2002-2005
Summary 10 Summary - Eye Care: New Product Launches 2004-2005
Table 78 Forecast Sales of Eye Care by Subsector: Value 2005-2010
Table 79 Forecast Sales of Eye Care by Subsector: % Value Growth 2005-2010
EAR CARE IN HUNGARY
SECTOR PERFORMANCE
ADULT MOUTHCARE IN HUNGARY
SECTOR PERFORMANCE
CALMING AND SLEEPING PRODUCTS IN HUNGARY
SECTOR PERFORMANCE
WOUND TREATMENTS IN HUNGARY
SECTOR PERFORMANCE
2005 headlines
Demand for wound treatments mature
Keys to success: wide selection and merchandising
Hansaplast – Superbrand 2005
Forecast performance
Table 80 Sales of Wound Treatments by Subsector: Value 2000-2005
Table 81 Sales of Wound Treatments by Subsector: % Value Growth 2000-2005
Table 82 Wound Treatments Company Shares by Retail Value 2001-2005
Table 83 Wound Treatments Brand Shares by Retail Value 2002-2005
Table 84 Forecast Sales of Wound Treatments by Subsector: Value 2005-2010
Table 85 Forecast Sales of Wound Treatments by Subsector: % Value Growth 2005-2010
EMERGENCY CONTRACEPTION IN HUNGARY
SECTOR PERFORMANCE