Executive Summary

Oct 2019
Consumer health sees strong growth thanks to lifestyle and demographic factors

Changing consumer lifestyles and demographic changes continued to have a significant influence on consumer health in Hungary over the review period. Rising health-consciousness and greater awareness about self-medication, coupled with an ageing society, contributed towards the increased demand for consumer health products in 2019.

Government launches “Programme for a more competitive Hungary”

Hungary continued to see an ongoing trend of consumers favouring OTC products over Rx products at the end of the review period. As incomes improve there has been a general shift towards the convenience of OTC products for the treatment of minor issues, at the expense of subsidised Rx products.

Global giants lead but local players hold strong presence thanks to investment

Global pharmaceutical giant Sanofi-Aventis retained the lead in consumer health in 2019 thanks to its strong position in both OTC and vitamins and dietary supplements. The company continued to launch a range of new products in 2018/2019, while it also continued to invest in marketing and advertising, with this being key in Hungary.

Chemists/pharmacists remains king, but internet retailing offers potential

Chemists/pharmacies remained the dominant distribution channel for consumer health products in 2019. This is partly due to the restrictions in place for the sale of some OTC medicines, but it is also due to the trust consumers place in these stores.

The signs point towards a bright future for consumer health although challenges remain

In absolute current value terms, consumer health is projected to see more significant gains over the forecast period than were seen during the review period, albeit in percentage terms growth is expected to slow. There are a number of factors behind these projections; for example, as incomes have improved consumers have become more focused on quality over value in many areas of consumer health.

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Consumer Health in Hungary

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Overview

Discover the latest market trends and uncover sources of future market growth for the Consumer Health industry in Hungary with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Consumer Health industry in Hungary, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Hungary for free:

The Consumer Health in Hungary market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Consumer Health in Hungary?
  • What are the major brands in Hungary?
  • What are the main trends in OTC Healthcare?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Health market research database.

Consumer Health in Hungary

EXECUTIVE SUMMARY

Consumer health sees strong growth thanks to lifestyle and demographic factors
Government launches “Programme for a more competitive Hungary”
Global giants lead but local players hold strong presence thanks to investment
Chemists/pharmacists remains king, but internet retailing offers potential
The signs point towards a bright future for consumer health although challenges remain

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 2 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2014-2019
Table 4 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 6 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2014-2019
Table 8 Distribution of Consumer Health by Format: % Value 2014-2019
Table 9 Distribution of Consumer Health by Format and Category: % Value 2019
Table 10 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

DEFINITIONS

SOURCES

Summary 1 Research Sources

Analgesics in Hungary

HEADLINES

PROSPECTS

Self-medication trend, busy lifestyles and rising incomes all support growth
Hungarians value convenience in analgesics but overconsumption is an issue
Advertising important in gaining a competitive edge

COMPETITIVE LANDSCAPE

Sanofi-Aventis continues to utilise advertising to build brand loyalty and awareness
Multinationals dominate while GSK continues to innovate with new packaging format
Etrixenal enters the market with new range of naproxen

CATEGORY DATA

Table 12 Sales of Analgesics by Category: Value 2014-2019
Table 13 Sales of Analgesics by Category: % Value Growth 2014-2019
Table 14 NBO Company Shares of Analgesics: % Value 2015-2019
Table 15 LBN Brand Shares of Analgesics: % Value 2016-2019
Table 16 Forecast Sales of Analgesics by Category: Value 2019-2024
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2019-2024

Cough, Cold and Allergy (Hay Fever) Remedies in Hungary

HEADLINES

PROSPECTS

Seasonal demand key to growth of cough and cold remedies
Allergy sufferers on the rise boosting sales of antihistamines/allergy remedies
Tighter restrictions on some cough and cold remedies but sales remain stable

COMPETITIVE LANDSCAPE

Icelandic moss attracting consumer attention with unique properties
GSK maintains lead with strong portfolio covering most areas
Television advertising helps brands to stand out in a crowded marketplace

CATEGORY DATA

Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2014-2019
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2014-2019
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2015-2019
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2016-2019
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2019-2024
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2019-2024

Dermatologicals in Hungary

HEADLINES

PROSPECTS

Modern lifestyles and an ageing population underpin growth in dermatologicals
Despite scepticism medicated shampoos and hair loss treatments see growth
“Talking vaginas” help to raise awareness and break taboos

COMPETITIVE LANDSCAPE

‘Active Summer’ campaign drives interest in Bepanthen Plus as Bayer retains lead
Launch of Reparon Herbal helps raise profile of domestic company
Trusted products and advertising benefits Teva Gyógyszergyár

CATEGORY DATA

Table 24 Sales of Dermatologicals by Category: Value 2014-2019
Table 25 Sales of Dermatologicals by Category: % Value Growth 2014-2019
Table 26 NBO Company Shares of Dermatologicals: % Value 2015-2019
Table 27 LBN Brand Shares of Dermatologicals: % Value 2016-2019
Table 28 LBN Brand Shares of Hair Loss Treatments: % Value 2016-2019
Table 29 Forecast Sales of Dermatologicals by Category: Value 2019-2024
Table 30 Forecast Sales of Dermatologicals by Category: % Value Growth 2019-2024

Dietary Supplements in Hungary

HEADLINES

PROSPECTS

Dietary supplements remains dynamic with new consumers and new product development constantly appearing
More widespread distribution and rising competition impacts prices
New programme initiated to improve the quality and safety of dietary supplements

COMPETITIVE LANDSCAPE

Local players performing strongly in a fragmented category
Sanofi-Aventis launches stress control product as it continues to perform well
Product withdrawal negatively impacts Novartis

CATEGORY DATA

Table 31 Sales of Dietary Supplements by Category: Value 2014-2019
Table 32 Sales of Dietary Supplements by Category: % Value Growth 2014-2019
Table 33 Sales of Dietary Supplements by Positioning: % Value 2014-2019
Table 34 NBO Company Shares of Dietary Supplements: % Value 2015-2019
Table 35 LBN Brand Shares of Dietary Supplements: % Value 2016-2019
Table 36 Forecast Sales of Dietary Supplements by Category: Value 2019-2024
Table 37 Forecast Sales of Dietary Supplements by Category: % Value Growth 2019-2024

Digestive Remedies in Hungary

HEADLINES

PROSPECTS

Digestive health problems remain prevalent in part due to food sensitivities and poor diet
Busy and stressful lifestyles driving demand for digestive remedies
Producers react to growing use of alternative products

COMPETITIVE LANDSCAPE

Sanofi-Aventis retains lead thanks to broad portfolio of well-known products
Domestic players seeing strong growth with coal-based diarrhoeal remedies
Antiflatulents sees mounting competition

CATEGORY DATA

Table 38 Sales of Digestive Remedies by Category: Value 2014-2019
Table 39 Sales of Digestive Remedies by Category: % Value Growth 2014-2019
Table 40 NBO Company Shares of Digestive Remedies: % Value 2015-2019
Table 41 LBN Brand Shares of Digestive Remedies: % Value 2016-2019
Table 42 Forecast Sales of Digestive Remedies by Category: Value 2019-2024
Table 43 Forecast Sales of Digestive Remedies by Category: % Value Growth 2019-2024

Eye Care in Hungary

HEADLINES

PROSPECTS

Demographic and lifestyle trends continue to drive growth of eye care
Dry eyes remain a leading driver of demand for standard eye care
Rising incidence of allergies creating increased demand for allergy eye care

COMPETITIVE LANDSCAPE

Cromosandoz and Humalac withdrawn from sale benefiting category leader
New domestic brand catching the attention of locals with good value products
Eye care offers further potential for new entrants

CATEGORY DATA

Table 44 Sales of Eye Care by Category: Value 2014-2019
Table 45 Sales of Eye Care by Category: % Value Growth 2014-2019
Table 46 NBO Company Shares of Eye Care: % Value 2015-2019
Table 47 LBN Brand Shares of Eye Care: % Value 2016-2019
Table 48 Forecast Sales of Eye Care by Category: Value 2019-2024
Table 49 Forecast Sales of Eye Care by Category: % Value Growth 2019-2024

Herbal/Traditional Products in Hungary

HEADLINES

PROSPECTS

Greater awareness about the benefits of different herbal ingredients supports growth
Regular new product development and marketing helps sustain interest
Insufficient regulations on herbal/traditional products impacts sales and marketing

COMPETITIVE LANDSCAPE

Lack of strict regulation results in widespread competition
Players operating in both standard OTC and herbal/traditional products retain the lead
Local players on the rise with trusted products and good value

CATEGORY DATA

Table 50 Sales of Herbal/Traditional Products by Category: Value 2014-2019
Table 51 Sales of Herbal/Traditional Products by Category: % Value Growth 2014-2019
Table 52 NBO Company Shares of Herbal/Traditional Products: % Value 2015-2019
Table 53 LBN Brand Shares of Herbal/Traditional Products: % Value 2016-2019
Table 54 Forecast Sales of Herbal/Traditional Products by Category: Value 2019-2024
Table 55 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2019-2024

NRT Smoking Cessation Aids in Hungary

HEADLINES

PROSPECTS

Government legislation working as smoking population shrinks
E-cigarettes and vapour products pose competition to NRT smoking cessation aids
Lack of innovation limits the growth of NRT cessation aids

COMPETITIVE LANDSCAPE

Three global giants control the category with little change expected
New NRT gum and New Year campaign sees Omega Pharma increase its share
GSK leaves NRT gum after it sees share decline

CATEGORY DATA

Table 56 Sales of NRT Smoking Cessation Aids by Category: Value 2014-2019
Table 57 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2014-2019
Table 58 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2015-2019
Table 59 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2016-2019
Table 60 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2019-2024
Table 61 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2019-2024

Paediatric Consumer Health in Hungary

HEADLINES

PROSPECTS

Competition from Rx medications limits the development of the category
High-quality paediatric vitamins attract parents looking to support healthy development in their children
Despite government efforts to boost the birth rate the child population is set to decline over the forecast period

COMPETITIVE LANDSCAPE

Broad portfolio of trusted brands ensures Teva’s lead in 2019
Walmark launches Futura line of vitamins for children aged 3-6 years
Icelandic moss offers new natural option for relief from irritable coughs

CATEGORY DATA

Table 62 Sales of Paediatric Consumer Health by Category: Value 2014-2019
Table 63 Sales of Paediatric Consumer Health by Category: % Value Growth 2014-2019
Table 64 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2016-2019
Table 65 NBO Company Shares of Paediatric Consumer Health: % Value 2015-2019
Table 66 LBN Brand Shares of Paediatric Consumer Health: % Value 2016-2019
Table 67 Forecast Sales of Paediatric Consumer Health by Category: Value 2019-2024
Table 68 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2019-2024

Sleep Aids in Hungary

HEADLINES

PROSPECTS

Busy, stressful lifestyles impacting sleep patterns and driving demand for solutions
Self-medication and addiction impacting the category
Natural trend

COMPETITIVE LANDSCAPE

Teva Gyógyszergyár on the rise after taking full ownership of brand portfolio
Herbal ingredients key in sleep aids but efficacy also important
Cross category competition from dietary supplements should drive new product development

CATEGORY DATA

Table 69 Sales of Sleep Aids: Value 2014-2019
Table 70 Sales of Sleep Aids: % Value Growth 2014-2019
Table 71 NBO Company Shares of Sleep Aids: % Value 2015-2019
Table 72 LBN Brand Shares of Sleep Aids: % Value 2016-2019
Table 73 Forecast Sales of Sleep Aids: Value 2019-2024
Table 74 Forecast Sales of Sleep Aids: % Value Growth 2019-2024

Sports Nutrition in Hungary

HEADLINES

PROSPECTS

Sports nutrition sees dynamic growth as target audience expands
Protein/energy bars benefit from convenience and expanding distribution
Sports non-protein products target specific audiences to good effect

COMPETITIVE LANDSCAPE

Scitec and BioTech retain leading positions thanks to broad consumer base
Products for women and vegan options key to new product development
Fading consumer loyalty among the younger generations

CATEGORY DATA

Table 75 Sales of Sports Nutrition by Category: Value 2014-2019
Table 76 Sales of Sports Nutrition by Category: % Value Growth 2014-2019
Table 77 NBO Company Shares of Sports Nutrition: % Value 2015-2019
Table 78 LBN Brand Shares of Sports Nutrition: % Value 2016-2019
Table 79 Forecast Sales of Sports Nutrition by Category: Value 2019-2024
Table 80 Forecast Sales of Sports Nutrition by Category: % Value Growth 2019-2024

Vitamins in Hungary

HEADLINES

PROSPECTS

Growing focus on preventative measures boosts growth of vitamins
Multivitamins remain a popular and convenient way to consume vitamins
Vitamin D deficiency drives growth but new EU legislation could result in price rises

COMPETITIVE LANDSCAPE

Pfizer and GlaxoSmithKline combine to take the lead in vitamins
Eurovit Oliva-D launched as Teva Gyógyszergyár continues to grow
Despite losing the lead Béres sees strong growth through new product development

CATEGORY DATA

Table 81 Sales of Vitamins by Category: Value 2014-2019
Table 82 Sales of Vitamins by Category: % Value Growth 2014-2019
Table 83 Sales of Multivitamins by Positioning: % Value 2014-2019
Table 84 NBO Company Shares of Vitamins: % Value 2015-2019
Table 85 LBN Brand Shares of Vitamins: % Value 2016-2019
Table 86 Forecast Sales of Vitamins by Category: Value 2019-2024
Table 87 Forecast Sales of Vitamins by Category: % Value Growth 2019-2024

Weight Management and Wellbeing in Hungary

HEADLINES

PROSPECTS

Increasing focus on appearance and health driving demand
Government efforts to address obesity crisis should benefit sales
Meal replacement supports dieters leading hectic lifestyles

COMPETITIVE LANDSCAPE

BioTech and Scitec benefit from cross category sales
Idealbody retains lead in meal replacement thanks to unique offer
XLS Medical takes the lead in weight loss supplements thanks to marketing campaign

CATEGORY DATA

Table 88 Sales of Weight Management and Wellbeing by Category: Value 2014-2019
Table 89 Sales of Weight Management and Wellbeing by Category: % Value Growth 2014-2019
Table 90 NBO Company Shares of Weight Management and Wellbeing: % Value 2015-2019
Table 91 LBN Brand Shares of Weight Management and Wellbeing: % Value 2016-2019
Table 92 Forecast Sales of Weight Management and Wellbeing by Category: Value 2019-2024
Table 93 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2019-2024

Wound Care in Hungary

HEADLINES

PROSPECTS

Wound care unlikely to see significant movements due to maturity
First aid kits benefits from law requiring one is present in every passenger car
Manufacturers look to add value through innovation

COMPETITIVE LANDSCAPE

Strong brand awareness ensures Beiersdorf’s lead
Salvequick recognised with Superbrands Award
Rising incomes sees consumers shift away from private label

CATEGORY DATA

Table 94 Sales of Wound Care by Category: Value 2014-2019
Table 95 Sales of Wound Care by Category: % Value Growth 2014-2019
Table 96 NBO Company Shares of Wound Care: % Value 2015-2019
Table 97 LBN Brand Shares of Wound Care: % Value 2016-2019
Table 98 Forecast Sales of Wound Care by Category: Value 2019-2024
Table 99 Forecast Sales of Wound Care by Category: % Value Growth 2019-2024