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.
Buy online to access strategic market analysis and an interactive statistical database of volume and value market sizes, company and brand shares, distribution and pricing data.
Tables: 116 | Publication date: May 2009
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 mouth care; 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; OTC triptans; Vitamins and dietary supplements; Wound treatments
Executive summary
Trend towards self-medication drives modest market development in 2008
Despite a decline in the overall pharmaceuticals market in Hungary, in 2008 the country’s OTC healthcare market showed a modest increase in current value terms. As self-medication becomes more important and OTC healthcare products remain cheaper than Rx (prescription-only) alternatives, price-sensitive Hungarians are increasingly opting for the former instead of spending money on visits to their family doctor for minor complaints. Current value sales growth in 2008 was also driven by the widespread advertising of OTC healthcare products in Hungary.
Chemists/pharmacies continue to dominate OTC healthcare distribution
Following the liberalisation of distribution regulations in late 2006, towards the end of the review period a number of retail chains in Hungary began selling OTC healthcare products for the first time. Retailers in general were quite slow to adapt, however, and by the end of 2008 Drogerie Markt was the only retail chain to have made a significant effort to embrace the new regulatory environment. OTC healthcare products can now be purchased in a number of petrol stations across Hungary, as well as some supermarkets/hypermarkets and smaller retail outlets. However, Hungarians still tend to buy these products in chemists/pharmacies outlets, where experienced staff are on hand to offer advice about which product is best suited to their needs. In addition, there is a general perception that OTC healthcare products are cheaper in chemists/pharmacies than in any other retail outlets. According to a survey carried out towards the end of the review period, Hungarian consumers are most likely to trust the advice of their doctor when it comes to OTC healthcare purchasing decisions. Family and friends come second, while advertising is the third most influential factor in purchasing decisions.
Competitive landscape in analgesics shifts following 2007 switches
In 2007, a number of analgesics products containing the active ingredient dipyrone were switched to Rx status. This led to changes in the competitive environment within the analgesics sector in 2008, as manufacturers sought to capture the shares vacated by products that had been switched to Rx status the year before. Algoflex from Sanofi-Aventis made impressive value share gains to become the third leading brand in the sector. This allowed Sanofi-Aventis to minimise losses arising from switching of its Algopyrin brand, formerly the most popular OTC analgesics brand in Hungary, to Rx status in 2007. The Advil brand from Wyeth Whitehall Hungary Kft also gained ground in the sector thanks to the introduction of a new formula and an effective advertising strategy. Despite the increase in competition that followed the 2007 switches, in 2008 well-known brands from major manufacturers continued to occupy the leading positions in analgesics. The provision of a wide range of products under one recognisable umbrella brand is one of the key factors for success in the sector.
Deregulation leads to more intense competition in chemists/pharmacies
In 2008, many chemists/pharmacies operators in Hungary continued to suffer adverse effects following the government’s decision to deregulate the channel towards the end of the review period. This was due to the fact that deregulation brought a 10% increase in the number of chemists/pharmacies outlets in the country, without any corresponding increase in the consumer base. The continuous price-depressing policy of the government and the decreasing financing role of the state in the circle of Rx drugs depressed the net revenue of pharmacies by HUF13billion, (almost 10%) in the two year time following the deregulation. This situation forced chemists/pharmacies operators to develop new competitive strategies, including the formation of co-operative chains (eg Gyöngy) that can offer aligned discounts and uniform marketing activities. Deregulation also made it legal for retailers outside the chemists/pharmacies channel to sell OTC healthcare products. In 2008, however, chemists/pharmacies outlets were still responsible for selling the vast majority of OTC healthcare products purchased in Hungary.
Self-medication trend will continue to benefit OTC healthcare over 2008-2013
Hungary’s OTC healthcare market is expected to show slow growth in constant value terms over the forecast period. Growth will be mainly due to the increasing trend towards self-medication in the country, with new launches and advertising activities by leading players playing a supporting role. It is also likely that the deregulation of chemists/pharmacies and the increased distribution of OTC healthcare products by retailers outside this channel will also contribute to growth in constant value sales. It is difficult to predict how macroeconomic factors and disposable income levels will influence the development of the market, as the explosion of the global financial crisis in September 2008 has made government officials and economic experts very cautious when it comes to making statements about the future of the Hungarian economy.
Table of contents
OTC HEALTHCARE IN HUNGARY : MARKET INSIGHT
EXECUTIVE SUMMARY
Trend towards self-medication drives modest market development in 2008
Chemists/pharmacies continue to dominate OTC healthcare distribution
Competitive landscape in analgesics shifts following 2007 switches
Deregulation leads to more intense competition in chemists/pharmacies
Self-medication trend will continue to benefit OTC healthcare over 2008-2013
KEY TRENDS AND DEVELOPMENTS
Economic and political problems inhibit OTC healthcare performance
OTC healthcare distribution outside chemists/pharmacies is slow to take off
Algoflex attempts to fill the space vacated by Algopyrin in analgesics
Pharmacy deregulation improves OTC healthcare distribution
Hungarians continue to live unhealthy lifestyles
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services 2003-2008
Table 2 Life Expectancy at Birth 2003-2008
MARKET DATA
Table 3 Sales of OTC Healthcare by Sector: Value 2003-2008
Table 4 Sales of OTC Healthcare by Sector: % Value Growth 2003-2008
Table 5 OTC Healthcare Company Shares by Value 2004-2008
Table 6 OTC Healthcare Brand Shares by Value 2005-2008
Table 7 Penetration of Private Label by Sector 2003-2008
Table 8 Sales of OTC Healthcare by Distribution Format: % Analysis 2003-2008
Table 9 Sales of OTC Healthcare by Sector and Distribution Format: % Analysis 2008
Table 10 Forecast Sales of OTC Healthcare by Sector: Value 2008-2013
Table 11 Forecast Sales of OTC Healthcare by Sector: % Value Growth 2008-2013
APPENDIX
OTC Registration and Classification
Advertising
Packaging
Labelling
Distribution
Vitamins & Dietary Supplements Registration and Classification
EU Legislation
Self-medication and Preventative Medicine
Generics
Switches
Summary 1 OTC Healthcare Switches: 2005-2007 (note: re-switch: the status of drugs was changed formerly from Rx to OTC, and current re-switch changed
DEFINITIONS
Summary 2 Research Sources
LOCAL COMPANY PROFILES - HUNGARY
EGIS RT - OTC HEALTHCARE - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Egis Rt: Key Facts
Summary 4 Egis Rt : Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Egis Rt: Competitive Position 2008
EXTRACTUM-PHARMA RT - OTC HEALTHCARE - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Extractum-Pharma Rt: Key Facts
Summary 7 Extractum-Pharma Rt: Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Extractum-Pharma Rt: Competitive Position 2008
PANNONPHARMA KFT - OTC HEALTHCARE - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 9 PannonPharma Kft: Key Facts
Summary 10 PannonPharma Kft: Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 PannonPharma Kft: Competitive Position 2008
RICHTER GEDEON RT - OTC HEALTHCARE - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Richter Gedeon Rt: Key Facts
Summary 13 Richter Gedeon Rt: Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 14 Richter Gedeon Rt: Competitive Position 2008
TEVA MAGYARORSZáG RT - OTC HEALTHCARE - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Teva Magyarország Rt: Key Facts
Summary 16 Teva Magyarország Rt: Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 17 Teva Magyarország Rt: Competitive Position 2008
ANALGESICS IN HUNGARY
HEADLINES
TRENDS
SWITCHES
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 12 Sales of Analgesics by Subsector: Value 2003-2008
Table 13 Sales of Analgesics by Subsector: % Value Growth 2003-2008
Table 14 Herbal vs Standard Topical Analgesics 2003-2008
Table 15 Topical Analgesics by Format: % Value Breakdown 2004-2008
Table 16 Analgesics Company Shares by Value 2004-2008
Table 17 Analgesics Brand Shares by Value 2005-2008
Table 18 Forecast Sales of Analgesics by Subsector: Value 2008-2013
Table 19 Forecast Sales of Analgesics by Subsector: % Value Growth 2008-2013
COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN HUNGARY
HEADLINES
TRENDS
SWITCHES
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 20 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: Value 2003-2008
Table 21 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: % Value Growth 2003-2008
Table 22 Sales of Decongestants by Type: Value 2003-2008
Table 23 Sales of Decongestants by Type: % Value Growth 2003-2008
Table 24 Sales of Child-specific Cough, Cold and Allergy (Hay Fever) Remedies by Type: Value 2003-2008
Table 25 Sales of Child-specific Cough, Cold and Allergy (Hay Fever) Remedies by Type: % Value Growth 2003-2008
Table 26 Herbal vs Standard Cough, Cold and Allergy (Hay Fever) Remedies 2003-2008
Table 27 Cough, Cold and Allergy (Hay Fever) Remedies Company Shares by Value 2004-2008
Table 28 Cough, Cold and Allergy (Hay Fever) Remedies Brand Shares by Value 2005-2008
Table 29 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: Value 2008-2013
Table 30 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: % Value Growth 2008-2013
DIGESTIVE REMEDIES IN HUNGARY
HEADLINES
TRENDS
SWITCHES
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 31 Sales of Digestive Remedies by Subsector: Value 2003-2008
Table 32 Sales of Digestive Remedies by Subsector: % Value Growth 2003-2008
Table 33 Herbal vs Standard Digestive Remedies 2003-2008
Table 34 Digestive Remedies Company Shares by Value 2004-2008
Table 35 Digestive Remedies Brand Shares by Value 2005-2008
Table 36 Forecast Sales of Digestive Remedies by Subsector: Value 2008-2013
Table 37 Forecast Sales of Digestive Remedies by Subsector: % Value Growth 2008-2013
MEDICATED SKIN CARE IN HUNGARY
HEADLINES
TRENDS
SWITCHES
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 38 Sales of Medicated Skin Care by Subsector: Value 2003-2008
Table 39 Sales of Medicated Skin Care by Subsector: % Value Growth 2003-2008
Table 40 Herbal vs Standard Medicated Skin Care 2003-2008
Table 41 Acne Treatments by Format: % Value Breakdown 2004-2008
Table 42 Medicated Skin Care Company Shares by Value 2004-2008
Table 43 Medicated Skin Care Brand Shares by Value 2005-2008
Table 44 Acne Treatments Brand Shares by Value 2005-2008
Table 45 Hair Loss Treatments Brand Shares by Value 2005-2008
Table 46 Forecast Sales of Medicated Skin Care by Subsector: Value 2008-2013
Table 47 Forecast Sales of Medicated Skin Care by Subsector: % Value Growth 2008-2013
VITAMINS AND DIETARY SUPPLEMENTS IN HUNGARY
HEADLINES
TRENDS - VITAMINS
TRENDS – DIETARY SUPPLEMENTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 48 Dietary Supplements: Brand Ranking by Positioning 2008
Table 49 Sales of Vitamins and Dietary Supplements by Subsector: Value 2003-2008
Table 50 Sales of Vitamins and Dietary Supplements by Subsector: % Value Growth 2003-2008
Table 51 Folic Acid v Other B Vitamins 2004-2008
Table 52 Dietary Supplements by Positioning 2006-2008
Table 53 Vitamins and Dietary Supplements Company Shares by Value 2004-2008
Table 54 Vitamins and Dietary Supplements Brand Shares by Value 2005-2008
Table 55 Vitamins Brand Shares by Value 2005-2008
Table 56 Dietary Supplements Brand Shares by Value 2005-2008
Table 57 Forecast Sales of Vitamins and Dietary Supplements by Subsector: Value 2008-2013
Table 58 Forecast Sales of Vitamins and Dietary Supplements by Subsector: % Value Growth 2008-2013
NRT SMOKING CESSATION AIDS IN HUNGARY
HEADLINES
TRENDS
SWITCHES
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 59 Number of Smokers by Gender 2003-2008
SECTOR DATA
Table 60 Sales of Smoking Cessation Aids by Subsector: Value 2003-2008
Table 61 Sales of Smoking Cessation Aids by Subsector: % Value Growth 2003-2008
Table 62 NRT Gum Flavours: % Value Breakdown 2006-2008
Table 63 Smoking Cessation Aids Company Shares by Value 2004-2008
Table 64 Smoking Cessation Aids Brand Shares by Value 2005-2008
Table 65 Forecast Sales of Smoking Cessation Aids by Subsector: Value 2008-2013
Table 66 Forecast Sales of Smoking Cessation Aids by Subsector: % Value Growth 2008-2013
EYE CARE IN HUNGARY
HEADLINES
TRENDS
SWITCHES
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 67 Sales of Eye Care by Subsector: Value 2003-2008
Table 68 Sales of Eye Care by Subsector: % Value Growth 2003-2008
Table 69 Standard Eye Care by Type: % Value Breakdown 2007-2008
Table 70 Eye Care Company Shares by Value 2004-2008
Table 71 Eye Care Brand Shares by Value 2005-2008
Table 72 Forecast Sales of Eye Care by Subsector: Value 2008-2013
Table 73 Forecast Sales of Eye Care by Subsector: % Value Growth 2008-2013
EAR CARE IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 74 Sales of Ear Care: Value 2003-2008
Table 75 Sales of Ear Care: % Value Growth 2003-2008
Table 76 Ear Care Company Shares by Value 2004-2008
Table 77 Ear Care Brand Shares by Value 2005-2008
Table 78 Forecast Sales of Ear Care: Value 2008-2013
Table 79 Forecast Sales of Ear Care: % Value Growth 2008-2013
ADULT MOUTH CARE IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 80 Sales of Adult Mouth Care: Value 2003-2008
Table 81 Sales of Adult Mouth Care: % Value Growth 2003-2008
Table 82 Adult Mouth Care Company Shares by Value 2004-2008
Table 83 Adult Mouth Care Brand Shares by Value 2005-2008
Table 84 Forecast Sales of Adult Mouth Care: Value 2008-2013
Table 85 Forecast Sales of Adult Mouth Care: % Value Growth 2008-2013
CALMING AND SLEEPING PRODUCTS IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 86 Sales of Calming and Sleeping Products: Value 2003-2008
Table 87 Sales of Calming and Sleeping Products: % Value Growth 2003-2008
Table 88 Calming and Sleeping Products Company Shares by Value 2004-2008
Table 89 Calming and Sleeping Products Brand Shares by Value 2005-2008
Table 90 Forecast Sales of Calming and Sleeping Products: Value 2008-2013
Table 91 Forecast Sales of Calming and Sleeping Products: % Value Growth 2008-2013
WOUND TREATMENTS IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 92 Sales of Wound Treatments by Subsector: Value 2003-2008
Table 93 Sales of Wound Treatments by Subsector: % Value Growth 2003-2008
Table 94 Wound Treatments Company Shares by Value 2004-2008
Table 95 Wound Treatments Brand Shares by Value 2005-2008
Table 96 Forecast Sales of Wound Treatments by Subsector: Value 2008-2013
Table 97 Forecast Sales of Wound Treatments by Subsector: % Value Growth 2008-2013
OTC OBESITY IN HUNGARY
HEADLINES
SECTOR DATA
Table 98 Forecast Sales of OTC Obesity: Value 2009-2013
Table 99 Forecast Sales of OTC Obesity: % Value Growth 2009-2013