Vitamins in Hungary

PROSPECTS

Focusing on prevention

Between vitamins and dietary supplements, vitamins is the more mature category, which is demonstrated by both its growth rate and size. There is a general shift in Hungary from general, reactive treatment to longer-term consciousness regarding health issues, involving the prevention of diseases.

Multivitamins

Many Hungarian consumers prefer to consume multivitamins daily, in order to take the necessary dosage in a convenient way. Multivitamins as a whole benefited from the greater consumer focus on prevention, since taking these capsules has been built into the daily routine of many consumers.

Outstanding types of single vitamins

Sales of mono-component vitamins are greatly influenced by consumers’ knowledge and education. Consumers usually take advice from professionals on product and brand choice when they purchase lesser-known kinds of single vitamins.

COMPETITIVE LANDSCAPE

Well-established companies continue to lead

Multinational pharmaceutical company Bayer Hungária and local consumer health specialist Béres Gyógyszergyár managed to maintain their leading positions in vitamins in 2018. Although Bayer Hungária offers well-known brands such as Supradyn and Elevit, Béres Gyógyszergyár recorded faster growth thanks to its wide selection of products, including both single vitamins and multivitamins.

Domestic brands remain popular

Although multinational players continue to dominate sales of vitamins in Hungary, local brands are also popular amongst Hungarian consumers. Besides Béres Gyógyszergyár, which has managed to hold second position in vitamins for many years, Juvapharma proved to be a dynamic local company within vitamins over the review period.

Health-consciousness offers opportunities

The leading manufacturers of vitamins are expected to extend their existing product lines, with the addition of new combinations and new formulae over the forecast period. Increasing demand for additional vitamin intake will create a solid base of regular buyers.

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