Executive Summary

Oct 2019
PROSPECTS
Growing focus on preventative measures boosts growth of vitamins

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.

Multivitamins remain a popular and convenient way to consume vitamins

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 D deficiency drives growth but new EU legislation could result in price rises

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.

COMPETITIVE LANDSCAPE
Pfizer and GlaxoSmithKline combine to take the lead in vitamins

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.

Eurovit Oliva-D launched as Teva Gyógyszergyár continues to grow

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 Béres sees strong growth through new product development

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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OVERVIEW

Discover the latest market trends and uncover sources of future market growth for the Vitamins 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 Vitamins industry in Hungary, our research will save you time and money while empowering you to make informed, profitable decisions.

The Vitamins 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 Vitamins in Hungary?
  • What are the major brands in Hungary?
  • Are combination products with acetaminophen still popular?
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.

Vitamins in Hungary - Category analysis

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 1 Sales of Vitamins by Category: Value 2014-2019
Table 2 Sales of Vitamins by Category: % Value Growth 2014-2019
Table 3 Sales of Multivitamins by Positioning: % Value 2014-2019
Table 4 NBO Company Shares of Vitamins: % Value 2015-2019
Table 5 LBN Brand Shares of Vitamins: % Value 2016-2019
Table 6 Forecast Sales of Vitamins by Category: Value 2019-2024
Table 7 Forecast Sales of Vitamins by Category: % Value Growth 2019-2024

Consumer Health in Hungary - Industry Overview

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 8 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 9 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 10 Sales of Consumer Health by Category: Value 2014-2019
Table 11 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 13 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 14 Penetration of Private Label in Consumer Health by Category: % Value 2014-2019
Table 15 Distribution of Consumer Health by Format: % Value 2014-2019
Table 16 Distribution of Consumer Health by Format and Category: % Value 2019
Table 17 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 18 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