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