Consumers in Hungary are becoming increasingly conscious of the importance of different vitamins in their diet for supporting growth, immunity, and a range of other health benefits such as eye, bone and heart health. Whereas in the past consumers would be reactive when it came to their health, purchasing OTC products or obtaining Rx drugs, they are increasingly purchasing vitamins and dietary supplements as a preventative measure.
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 products has been built into the daily routine of many consumers.
Vitamin C is by far the most popular type of single vitamins and it is expected to grow further in the forecast period. It is popular in the autumn and winter when sales of products that strengthen the immune system surge.
Pfizer and GlaxoSmithKline combined their consumer health businesses in 2019 in order to make themselves more competitive on the world stage. As a result, the newly formed GSK Consumer Healthcare took over the lead in vitamins in 2019 with it bringing GlaxoSmithKline’s popular Cetebe brand of single vitamins together with Pfizer’s well-known Centrum and Multi-Tabs brands of multivitamins.
Similarly, Teva Gyógyszergyár Zrt continued to see strong growth having taken back control of its portfolio from PGT Healthcare in 2018, with it investing in new product development and marketing. Its Eurovit brand is particularly popular, with it being present in both multivitamins and single vitamins with its Eurovit C line of vitamin C.
Despite losing the lead to global giant GSK Consumer Healthcare in 2019, local player Béres Gyógyszergyár Zrt nevertheless still recorded healthy growth in current value terms, with it sitting in second place in the rankings. The company benefits from a wide portfolio of products in both multivitamins and single vitamins, with it leading the latter through its Béres Vitamin C brand.
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This industry report originates from Passport, our Consumer Health market research database.