Dietary Supplements in Hungary

PROSPECTS

Dietary supplements remains dynamic with new consumers and new product development constantly appearing

Dietary supplements grew faster than vitamins in Hungary over the review period and saw more innovation in terms of ingredients and formats. Although such products should be used primarily for prevention and in supporting a healthy diet, many consumers also use them to treat acute health problems.

More widespread distribution and rising competition impacts prices

Dietary supplements is a hugely fragmented category with new players constantly looking to enter the market, especially given the dynamic growth being recorded. This is resulting in strong price competition which has made consumers very price sensitive when it comes to choosing a product or brand.

New programme initiated to improve the quality and safety of dietary supplements

The distribution of dietary supplements in Hungary does not fall under the same regulation as OTC products or Rx medicines, since there is only a notification process required from manufacturers or distributors. Ideally, there would be a central searchable database not only for OTC products, but also for dietary supplements.

COMPETITIVE LANDSCAPE

Local players performing strongly in a fragmented category

Dietary supplements is a highly fragmented category in Hungary, which is demonstrated by the high share held by “others” – this share is expected to increase further in the forecast period. However, local player Béres Gyógyszergyár managed to maintain a strong lead in dietary supplements in 2019, with it being the only player to hold a double-digit value share.

Sanofi-Aventis launches stress control product as it continues to perform well

Sanofi-Aventis retained second place in the rankings in dietary supplements in 2019 with it being the leader in both probiotic supplements and mineral supplements. Its Magne B6 brand, Hungary’s leading brand of mineral supplements, was registered 20 years ago and evolved from OTC to dietary supplements.

Product withdrawal negatively impacts Novartis

In September 2018 Novartis Hungária Kft’s Calcium-Sandoz (OGYI-T-5254) was withdrawn from the market by the National Institute of Pharmacy and Nutrition (OGYÉI) because the product registered more than the daily amount of (Pb) contamination in the laboratory test. This affected both the company and the brand negatively with it seeing a sharp drop in its value share in 2018, and this may have a long-term effect on the reputation of this trusted brand.

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