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Consumer Health in Hungary


一、调研说明

中商情报网全新发布的《Consumer Health in Hungary

》主要依据国家统计局、国家发改委、商务部、中国海关、国务院发展研究中心、行业协会、

工商、税务、海关、国内外相关刊物的基础信息以及行业研究单位等公布和提供的大量资料，

结合深入的市场调研资料，由中商情报网的资深专家和研究人员的分析。首先，报告对本行业

的特征及国内外市场环境进行描述，其次，对本行业的上下游产业链，市场供需状况及竞争格

局等进行了细致的详尽剖析，接着报告中列出数家该行业的重点企业，并分析相关经营财务数

据。最后，对该行业未来的发展前景，投资风险及投资策略给出科学的建议。本报告是行业生

产、贸易、经销等企业在激烈的市场竞争中洞察市场先机，根据市场需求及时调整经营策略，

为战略投资者选择恰当的投资时机和公司领导层做战略规划提供了准确的市场情报信息及科学

的决策依据。

报告名称 Consumer Health in Hungary

出版日期 Jul 2011

报告格式 PDF电子版或纸介版

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二、报告目录

【About this report】：

This market report provides market trend and market growth analysis of the Consumer Health industry

in Hungary. With this market report, you’ll be able to explore in detail the changing shape and potenti

al of the industry. You will now be able to plan and build strategy on real industry data and projection

s.

The Consumer Health 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 Consumer Health in Hungary?

§What are the major brands in Hungary?

§What are the main trends in OTC Healthcare?

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

Each report is delivered with the following components:

Report: PDF and Word

Market statistics: Excel workbook

Sample Analysis

EXECUTIVE SUMMARY

Consumer health continues to grow

Consumer health value sales continued to increase in 2010 even though sales declined in constant term

s. The increase in current sales was due to the strengthening self-

medication trend, with a growing number of Hungarians treating themselves for minor health problem

s instead of visiting a doctor. Stable growth was supported by the strong availability and wide selectio

n of products and rising consumer health consciousness drove sales within certain areas such as dietar

y supplements.

Moderate allergy and flu season effects sales negatively

The fact that both the allergy and flu seasons were moderate had a negative impact on consumer healt

h sales in 2010. Following remarkable sales growth within analgesics, cough, cold and allergy remedie

s and vitamins in 2009, 2010 brought only slight growth in current value sales and a decline in constan

t terms. As most families stocked up on analgesics, cough and cold remedies and vitamins in 2009 due

to worries about the H1N1 epidemic, in 2010 many did not need to buy new products.

Multinationals dominate market

There were no significant changes in 2010 regarding the competitive environment within consumer he

alth in Hungary. Large pharmaceutical companies continued to dominate sales due to their leading rol

e in the largest areas, namely analgesics, cough, cold and allergy remedies and digestive remedies. Lea


ding international companies invested large sums in advertising in order to strengthen their market pos

ition and also continued to invest in product development. Leading domestic pharmaceutical companie

s also followed this strategy while smaller players focused on niche segments.

Pharmacies lead sales but are losing distribution share

Chemists and pharmacies preserved their leading role regarding consumer health distribution thanks to

the high level of confidence that Hungarians have in such outlets. However, recent trends indicate tha

t other distribution channels are slightly strengthening at the expense of chemists and pharmacies. Dru

gstores that started to trade OTC medicines following market liberalisation in 2007 were moderately s

uccessful and are restructuring product selection, offering less OTC medicines and more vitamins and

dietary supplements. Vitamins and dietary supplements are available on retail shelves without any rest

rictions and consumers usually do not require professional advice to choose them. Therefore, drugstor

es as well as large grocery outlets significantly widened their assortment of vitamins and dietary suppl

ements, often with their own private label brands. The role of non-

store retailing increased with regard to consumer health distribution due to increasing sales via online

stores and direct selling.

Growth likely to remain stable

Consumer health is likely to report stable growth over the forecast period. OTC areas that were less af

fected by the economic crisis will record marginal growth or even a decline in constant terms. Vitamin

s and dietary supplements, which are considered to be non-

essential healthcare products, will probably gain from economic development and increasing househol

d incomes. However, economic indicators of the future performance of the Hungarian economy are hi

ghly uncertain at the time of writing.

【Table of Contents】：

Consumer Health in Hungary - Industry Overview

EXECUTIVE SUMMARY

Consumer health continues to grow

Moderate allergy and flu season effects sales negatively

Multinationals dominate market

Pharmacies lead sales but are losing distribution share

Growth likely to remain stable


KEY TRENDS AND DEVELOPMENTS

Consumer health records stable growth

Economic changes positively affect consumer health

Changing distribution regulations

Medicine security comes to the fore

Promotional activities key to success

MARKET INDICATORS

· Table 1 Consumer Expenditure on Health Goods and Medical Services 2005-2010

· Table 2 Life Expectancy at Birth 2005-2010

MARKET DATA

· Table 3 Sales of Consumer Health by Category: Value 2005-2010

· Table 4 Sales of Consumer Health by Category: % Value Growth 2005-2010

· Table 5 Consumer Health Company Shares by Value 2006-2010

· Table 6 Consumer Health Brand Shares by Value 2007-2010

· Table 7 Penetration of Private Label by Category 2005-2010

· Table 8 Sales of Consumer Health by Distribution Format: % Analysis 2005-2010

· Table 9 Sales of Consumer Health by Category and Distribution Format: % Analysis 2010

· Table 10 Forecast Sales of Consumer Health by Category: Value 2010-2015

· Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2010-2015

APPENDIX

OTC Registration and Classification

Vitamins and Dietary Supplements Registration and Classification

Self-medication/self-care and preventative medicine

Switches

· Summary 1 OTC Healthcare Switches 2008-2010

DEFINITIONS

· Summary 2 Research Sources

Consumer Health in Hungary - Company Profiles

Béres Rt in Consumer Health (Hungary)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING


· Summary 5 Béres Gyógyszergyár Zrt: Competitive Position 2010

Bioextra Kft in Consumer Health (Hungary)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION


· Summary 8 Bioextra Zrt: Competitive Position 2010

Egis Rt in Consumer Health (Hungary)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION


· Summary 11 EGIS Gyógyszergyár Nyrt: Competitive Position 2010

Gedeon Richter Ltd in Consumer Health (Hungary)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION


· Summary 14 Gedeon Richter Nyrt: Competitive Position 2010

Naturland Magyarország Kft in Consumer Health (Hungary)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION


· Summary 17 Naturland Kft: Competitive Position 2010

Adult Mouth Care in Hungary - Category Analysis

HEADLINES

TRENDS

· Adult mouth care remains a relatively small consumer health area due to the limited importance of or

al hygiene in Hungary. The decline in sales was due to falling household incomes as Hungarian consu


mers reduced expenditure on non-

essential items during the economic crisis. Most Hungarians are not aware of the importance of oral he

alth prevention and usually only visit the dentist when suffering from tooth pain. Nevertheless, attitud

es are slowly changing due to the impact of advertising and public campaigns.

SWITCHES

COMPETITIVE LANDSCAPE

· CSC Pharmaceuticals Handels led sales in 2010, accounting for 40% of retail value sales. The compa

ny maintained its leading position due to the popularity of its mouthwash Tantum Verde which is avail

able in both spray and pastille formats and is the most advertised product within adult mouth care. Ext

ractum-

Pharma ranked second in 2010, with the company’s Mundisal gel brand recording a retail value share

of 25%. GlaxoSmithKline ranked third with a retail value share of 20% thanks to the popularity of its

well-known Corsodyl and Chlorhexamed brands.

PROSPECTS

· Adult mouth care has a projected forecast period constant retail value CAGR of 1%. Value growth w

ill be strongly affected by household incomes which are likely to increase over the coming years. In ad

dition, strengthening health trends will draw people’s attention to the importance of oral hygiene – a d

evelopment that will help to drive demand for adult mouth care products. However, growth will be lim

ited by the limited advertising activity of producers.

CATEGORY DATA

· Table 12 Sales of Adult Mouth Care: Value 2005-2010

· Table 13 Sales of Adult Mouth Care: % Value Growth 2005-2010

· Table 14 Adult Mouth Care Company Shares by Value 2006-2010

· Table 15 Adult Mouth Care Brand Shares by Value 2007-2010

· Table 16 Forecast Sales of Adult Mouth Care: Value 2010-2015

· Table 17 Forecast Sales of Adult Mouth Care: % Value Growth 2010-2015

Analgesics in Hungary - Category Analysis

HEADLINES

TRENDS

· Analgesics current retail value sales increased by a stable 2% in 2010. Sales of analgesics were not si

gnificantly affected by the H1N1 flu epidemic in 2010 as the epidemic of the 2009/2010 season culmi

nated at the end of 2009 and the next epidemic only started in the first weeks of 2011. Manufacturers

did not concentrate on new product development and instead invested large sums in advertising which

has been proven to be highly effective at attracting Hungarian consumers. The most important event d


uring a relatively quiet year was the re-

switching of topical analgesics products containing ketoprofen. The decision significantly influenced

brand shares in the area as leading brands, namely Fastum gel and Keplat patches, have only been avai

lable via prescription since September 2010.

SWITCHES


· Sanofi-

Aventis maintained its leading position within analgesics in 2010, accounting for 23% of retail value s

ales. The company’s Algoflex brand, which contains the active ingredient ibuprofen, is the leading sys

temic analgesics brand in the country whilst its Rubophen brand leads sales within acetaminophen. Ba

yer ranked second in 2010 with a retail vale share of 16% due to its wide selection of brands containin

g aspirin. Bayer offers Aspirin Plus C and Aspirin Komplex in addition to the traditional Aspirin bran

d that is available in different strengths. Wyeth Whitehall Hungary ranked third within analgesics with

a retail value share of 7% due to its widely advertised Advil brand which is the second best-

selling product within ibuprofen and the third most popular product within analgesics as a whole.

PROSPECTS

· Analgesics has a projected forecast period constant retail value CAGR of 1%, with sales expected to

reach 15.5 billion by 2015. As the H1N1 flu epidemic is considered to be not as threatening as people

thought, worries about the epidemic will not generate extra demand for analgesics. However, the timin

g and severity of the flu season will continue to affect sales of analgesics over the coming years.

CATEGORY DATA

· Table 18 Sales of Analgesics by Category: Value 2005-2010

· Table 19 Sales of Analgesics by Category: % Value Growth 2005-2010

· Table 20 Topical Analgesics/Anaesthetic by Format: % Value Breakdown 2005-2010

· Table 21 Analgesics Company Shares by Value 2006-2010

· Table 22 Analgesics Brand Shares by Value 2007-2010

· Table 23 Forecast Sales of Analgesics by Category: Value 2010-2015

· Table 24 Forecast Sales of Analgesics by Category: % Value Growth 2010-2015

Calming and Sleeping in Hungary - Category Analysis

HEADLINES

TRENDS

· Calming and sleeping was one the best performing consumer health areas in 2010, with current retail

value sales increasing by 7%. Demand within the area was fuelled by the increasingly hectic pace of

modern life in Hungary and the negative impact of the economic crisis on consumer stress levels. Mor


e and more people live alone, bear more stress in the workplace and are suffering from anxiety, depres

sion, or insomnia. Before visiting the doctor, many consumers are willing to try mild OTC treatments.

SWITCHES


· Teva Magyarország led calming and sleeping sales in 2010, recording a retail value share of 35% du

e to the popularity of its Valeriana brand. Valeriana is the most popular calming and sleeping product

and another product from a different manufacturer is available under the same brand name. Gebro Bro

schek ranked second in 2010 with a retail value share of 28% thanks to its Hova brand. Dr Willmar Sc

hwabe ranked third, accounting for 24% of retail value sales due to the popularity of its Euvekan bran

d. There were no significant changes in company value shares in 2010 since the year was relatively ev

entless with regard to both product development and advertising.

PROSPECTS

· Calming and sleeping is expected to record slight but stable value sales growth over the forecast peri

od. The area has a projected forecast period constant retail value CAGR of 1%. Although new product

s are not likely to be launched, Hungarians will be loyal to well-

known brands such as Valeriana when suffering from minor health problems. Nevertheless, in the case

of more serious symptoms, most people will look to visit their doctor and ask for stronger prescriptio

n-only products.

CATEGORY DATA

· Table 25 Sales of Calming and Sleeping: Value 2005-2010

· Table 26 Sales of Calming and Sleeping: % Value Growth 2005-2010

· Table 27 Calming and Sleeping Company Shares by Value 2006-2010

· Table 28 Calming and Sleeping Brand Shares by Value 2007-2010

· Table 29 Forecast Sales of Calming and Sleeping: Value 2010-2015

· Table 30 Forecast Sales of Calming and Sleeping: % Value Growth 2010-2015

Cough, Cold and Allergy (Hay Fever) Remedies in Hungary - Category Analysis

HEADLINES

TRENDS

· Cough, cold and allergy remedies current retail value sales increased by 2% in 2010 while constant s

ales decreased by 2%. The H1N1 epidemic fuelled significant sales growth in 2009. However, the fact

that there was no significant flu epidemic in 2010 had a negative impact on sales, with value growth o

nly occurring due to price rises.

SWITCHES



· Novartis led cough, cold and allergy remedies sales in 2010, accounting for 20% of retail value sales.

The company manufactures Neo Citran, the best-

selling combination remedy and leading cough, cold and allergy product in Hungary. Novartis is also

present within decongestants with its Vibrocil and Otrivin brands and its Mebucain brand is the secon

d leading product within pharyngeal preparations. Gyori Keksz ranked second in 2010 with a retail val

ue share of 9% due to its traditionally popular Negro brand which helps to relieve sore throats. As Neg

ro is also a sweet, Gyori Keksz benefits from the fact that the brand is available in all types of grocery

outlets in addition to drugstores and pharmacies. GlaxoSmithKline ranked third in 2010, recording a r

etail value share of 7%. The company is benefiting from the increasing popularity of combination pro

ducts and rising demand for its Coldrex brand.

PROSPECTS

· Cough, cold and allergy remedies value sales are expected to stagnate in constant terms during the fo

recast period. The area has reached maturity and only limited new product launches are expected over

the coming years. New product launches will instead result in a change in brand market shares but not

a significant increase in overall demand. Sales will be affected both by the flu season and the popularit

y of flu vaccinations. However, allergy remedies are expected to develop further due to former switch

es and the fact that an increasing number of Hungarians are suffering from allergies.

CATEGORY DATA

· Table 31 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2005-2010

· Table 32 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 20

05-2010

· Table 33 Sales of Decongestants by Category: Value 2005-2010

· Table 34 Sales of Decongestants by Category: % Value Growth 2005-2010

· Table 35 Sales of Child-

specific Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2005-2010

· Table 36 Sales of Child-

specific Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2005-2010

· Table 37 Cough, Cold and Allergy (Hay Fever) Remedies Company Shares by Value 2006-2010

· Table 38 Cough, Cold and Allergy (Hay Fever) Remedies Brand Shares by Value 2007-2010

· Table 39 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 201

0-2015

· Table 40 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value G

rowth 2010-2015

Digestive Remedies in Hungary - Category Analysis


HEADLINES

TRENDS

· In 2009, Nycomed obtained permission to launch the first proton pump inhibitor product in Europe. I

n Hungary, the first such product to be launched was Controloc Control, which has been available sinc

e the end of 2009. In 2010, Nycomed’s other brand, Pantoloc Control, was launched and was followed

by a couple of other brands that contain 20mg of pantoprazole. By the end of 2010, the National Instit

ute of Pharmacy had registered six products in the area. Proton pump inhibitors offer efficient relief fo

r people who suffer from reflux.

SWITCHES


· Bayer led sales within digestive remedies in 2010, accounting for 13% of retail value sales. Bayer m

anufactures Rennie, the best-

selling digestive remedies brand, and operates within a number of different areas. Berlin-

Chemie Budapest ranked second in 2010, recording a retail value share of 12% due to the popularity o

f its antiflatulent brand Espumisan. Sanofi-Aventis offers its No-

spa brand, which is primarily recommended for the treatment of IBS, and ranked third within the area

in 2010 with a retail value share of 10%. Domestic companies Egis and Gedeon Richter were also suc

cessful in 2010, accounting for 9% and 7% of retail value sales respectively.

PROSPECTS

· Value sales of digestive remedies are projected to stagnate in constant terms over the forecast period.

Strengthening health-

prevention trends and the increasing importance of healthy eating habits will negatively affect sales si

nce a growing number of Hungarians are suffering from digestive problems caused by unhealthy eatin

g. However, accelerated life styles and the stress of everyday life are expected to result in an increase i

n the number of Hungarians suffering from digestive problems. In addition, intensive manufacturer ad

vertising activity will also support digestive remedy sales. These positive and negative effects are expe

cted to cancel one another out over the forecast period.

CATEGORY DATA

· Table 41 Sales of Digestive Remedies by Category: Value 2005-2010

· Table 42 Sales of Digestive Remedies by Category: % Value Growth 2005-2010

· Table 43 Digestive Remedies Company Shares by Value 2006-2010

· Table 44 Digestive Remedies Brand Shares by Value 2007-2010

· Table 45 Forecast Sales of Digestive Remedies by Category: Value 2010-2015

· Table 46 Forecast Sales of Digestive Remedies by Category: % Value Growth 2010-2015


Ear Care in Hungary - Category Analysis

HEADLINES

TRENDS

· Ear care current retail value sales increased slightly in 2010 due to unit price rises. Ear care constant

retail value sales continue to decline as the area is one of the most underdeveloped consumer health ar

eas in Hungary due to the fact that most ear care products are available only with a prescription and th

at Hungarian consumers typically prefer to go to the doctor when suffering from ear problems rather t

han treating them themselves with OTC products.

SWITCHES


· Teva Magyarország led ear care sales in 2010, recording a retail value share of 86%. Teva’s Otipax b

rand is the only ear drop product that is available without prescription and is offered for minor pains a

nd inflammation. Laboratoires Diepharmex ranked second in 2010, recording a retail value share of 10

% due to the popularity of its well-

known ear cleaning spray, Audispray. The brand has been frequently advertised on TV and in magazin

es since its launch. However, doctors do not recommend it to patients.

PROSPECTS

· Ear care is likely to remain a small consumer health area over the forecast period. As self-

medication in the area is not typical, people will continue to visit their doctor and ask for professional

advice in most cases. Ear cleaning sprays are an example of innovation within the area. However, the f

act that their use is not recommended by doctors continues to limit demand. As a result, ear care has a

projected forecast period constant retail value CAGR of -3%.

CATEGORY DATA

· Table 47 Sales of Ear Care: Value 2005-2010

· Table 48 Sales of Ear Care: % Value Growth 2005-2010

· Table 49 Ear Care Company Shares by Value 2006-2010

· Table 50 Ear Care Brand Shares by Value 2007-2010

· Table 51 Forecast Sales of Ear Care: Value 2010-2015

· Table 52 Forecast Sales of Ear Care: % Value Growth 2010-2015

Eye Care in Hungary - Category Analysis

HEADLINES

TRENDS

· Eye care current retail value sales continued to increase in 2010 due to the fact that a growing numbe

r of people are suffering from allergy symptoms and are using computers in everyday life. Eye care is


a relatively small consumer health area in Hungary, accounting for just 1% of overall current retail val

ue sales in 2010. However, this value share has been increasing in recent years as more and more peop

le use computers and suffer from red eye and dry eye symptoms. Allergies are also affecting an increa

sing number of Hungarians, who often try OTC eye care products when suffering from mild symptom

s.

SWITCHES


· Pfizer led eye care sales in 2010, accounting for 48% of retail value sales. Pfizer’s Visine is the best-

selling eye care brand in Hungary and comes in five variants for tired, dry and sensitive eyes. Alcon ra

nked second in 2010 with a retail value share of 27% thanks to the popularity of its Tears Naturale bra

nd. In addition, Alcon also offers its Dacrolux eye drops brand which is designed to treat dry eye sym

ptoms. Teva Magyarország ranked third in 2010 with a retail value share of 11%. The company is the

third leading player within both standard and allergy eye care due to the popularity of its Humalac and

Opticrom brands.

PROSPECTS

· Eye care constant retail value sales are projected to increase by a total of 9% over the forecast period

. Demand will be driven by increasing air pollution, the fact that a growing number of people are spen

ding long hours in front of computer screens, and severe allergy seasons during spring and summer.

CATEGORY DATA

· Table 53 Sales of Eye Care by Category: Value 2005-2010

· Table 54 Sales of Eye Care by Category: % Value Growth 2005-2010

· Table 55 Standard Eye Care by Type: % Value Breakdown 2007-2010

· Table 56 Eye Care Company Shares by Value 2006-2010

· Table 57 Eye Care Brand Shares by Value 2007-2010

· Table 58 Forecast Sales of Eye Care by Category: Value 2010-2015

· Table 59 Forecast Sales of Eye Care by Category: % Value Growth 2010-2015

Herbal/Traditional Products in Hungary - Category Analysis

HEADLINES

TRENDS

· Herbal and traditional products continue to benefit from the increasing popularity of herbal remedies

in Hungary. Many people who are wary of the side-

effects of medicines often turn to herbal products since they are considered to be safer and gentler. Gr

owth is also being fuelled by the widening range of available products and improving distribution, wit

h more and more retail outlets offering more shelf space for herbal products.



· Gyori Keksz led herbal and traditional products sales in 2010, recording a retail value share of 10%.

The company’s Negro brand leads sales within medicated confectionery and is available in a number o

f different flavours. Negro products are sold through all important distribution channels, especially gro

cery outlets. Forever Living Products ranked second in 2010, recording a retail value share of 8% due

to the popularity of its Forever Living dietary supplements. Berlin-

Chemie ranked third and also recorded a retail value share of 8% thanks to its Prostamol Uno brand w

hich is designed to treat urea problems and has become highly popular amongst male consumers.

PROSPECTS

· Herbal and traditional products will continue to record value sales growth over the forecast period, w

ith constant sales projected to increase at an average annual rate of 1%. The strengthening health trend

is likely to drive value sales growth since Hungarians will tend to take more care of their health and w

ill be willing to spend more on preventative medicines. In response to the increasing popularity of her

bal products, manufacturers will look to invest in new product development and launch new products

with herbal ingredients.

CATEGORY DATA

· Table 60 Sales of Herbal/Traditional Products: Value 2005-2010

· Table 61 Sales of Herbal/Traditional Products: % Value Growth 2005-2010

· Table 62 Herbal/Traditional Products Company Shares 2006-2010

· Table 63 Herbal/Traditional Products Brand Shares 2007-2010

· Table 64 Forecast Sales of Herbal/Traditional Products: Value 2010-2015

· Table 65 Forecast Sales of Herbal/Traditional Products: % Value Growth 2010-2015

Medicated Skin Care in Hungary - Category Analysis

HEADLINES

TRENDS

· Medicated skin care continues to be negatively impacted by the economic crisis and the fact that man

y Hungarian consumers are spending less on non-

essential products. In addition, increasing competition amongst frequently advertised cosmetics brands

also limited growth within the area. As a result, constant value sales continued to decrease in 2010. H

owever, current retail value growth was positive due to the impact of significant price increases. The d

ecline in constant retail value sales in 2010 was slower than that of recent years. Although household i

ncomes still decreased in 2010, constant retail value sales declined by -2%.

SWITCHES



· Bayer led medicated skin care sales in 2010, recording a retail value share of 16%. Bayer’s Canesten

brand, which comes in a number of different variations, is the best-

selling topical antifungals product and also the leading medicated skin care brand overall. Canesten is

available in different formats and Hungarians are loyal to this tried and tested and high quality brand.

Janssen-

Cilag ranked second in 2010 due to the popularity of its Pevaryl and Nizoral brands, which recorded a

combined retail value share of 11% and led sales within vaginal antifungals and medicated shampoos r

espectively. Novartis was the third leading player in 2010, accounting for 8% of retail value sales. The

company’s most popular brand, Fenistil, is the best-

selling brand within topical allergy remedies and can be found in the majority of Hungarian household

s.

PROSPECTS

· Value sales of medicated skin care products are likely to stagnate in constant terms over the forecast

period. The fact that medicated skin care products will face increased competition from cosmetics will

limit growth over the coming years. In addition, general economic conditions and household income l

evels will also influence growth. For example, the fact that Hungarians are unlikely to experience a ra

pid increase in incomes over the forecast period will negatively affect medicated skin care growth.

CATEGORY DATA

· Table 66 Sales of Medicated Skin Care by Category: Value 2005-2010

· Table 67 Sales of Medicated Skin Care by Category: % Value Growth 2005-2010

· Table 68 Acne Treatments by Format: % Value Breakdown 2005-2010

· Table 69 Medicated Skin Care Company Shares by Value 2006-2010

· Table 70 Medicated Skin Care Brand Shares by Value 2007-2010

· Table 71 Acne Treatments Brand Shares by Value 2007-2010

· Table 72 Hair Loss Treatments Brand Shares by Value 2007-2010

· Table 73 Forecast Sales of Medicated Skin Care by Category: Value 2010-2015

· Table 74 Forecast Sales of Medicated Skin Care by Category: % Value Growth 2010-2015

Sports Nutrition in Hungary - Category Analysis

HEADLINES

TRENDS

· Sports nutrition products developed rapidly in 2010 due to the strengthening health and wellness tren

d. Being muscular and good-

looking is becoming increasingly important for younger male consumers and more and more young m

en are engaging in body building and fitness and using sports nutrition products in order to achieve the


ir goals as fast as possible. In response to this trend, manufacturers are investing large sums in develop

ing distribution and opening new outlets.


· BioTech Nutrition led sales in 2010, recording a retail value share of 35% due to the popularity of its

Biotech brand. The company continues to attract new consumers with new product launches and effec

tive communication.

PROSPECTS

· Sports nutrition value sales will continue to increase over the forecast period due to the increasing po

pularity of body building and sport amongst Hungarian consumers. Constant retail value sales are proj

ected to increase at an average annual rate of 2% over the forecast period due to the increasing availab

ility of products and rising consumer health awareness. Value sales growth is likely to be influenced b

y rising household incomes over the coming years.

CATEGORY DATA

· Table 75 Sports Nutrition, category rankings 2010

· Table 76 Sales of Sports Nutrition: Value 2005-2010

· Table 77 Sales of Sports Nutrition: % Value Growth 2005-2010

· Table 78 Sports Nutrition By Format: % Value Breakdown 2007-2010

· Table 79 Sports Nutrition Company Shares 2006-2010

· Table 80 Sports Nutrition Brand Shares 2007-2010

· Table 81 Forecast Sales of Sports Nutrition: Value 2010-2015

· Table 82 Forecast Sales of Sports Nutrition: % Value Growth 2010-2015

Vitamins and Dietary Supplements in Hungary - Category Analysis

HEADLINES

TRENDS

· The flu epidemic affected sales of vitamins and dietary supplements positively in 2009. In 2010, wor

ries over the H1N1 epidemic weakened. However, sales still increased in both current and constant ter

ms. Vitamins and dietary supplements are becoming increasingly popular in Hungary due to the streng

thening health-

prevention trend and the wide selection of products on offer. Although most Hungarians continued to f

ace financial problems in 2010, they were willing to spend on preventative medicines.

VITAMINS

DIETARY SUPPLEMENTS


· Béres maintained its leading position within vitamins and dietary supplements in 2010, recording a r


etail value share of 15%. Béres is one of the most reliable domestic brands in Hungary and enjoys an e

xcellent reputation. The company’s Béres Drops is the best-

selling product within consumer health in Hungary and offers a mixture of minerals to help maintain h

ealth. Béres is present within most vitamins and dietary supplements areas, especially non-

herbal dietary supplements, and its most popular products are Actival and Actival Kid (multivitamins)

and Béres Drops. Teva Magyarország was the second leading company within vitamins and dietary su

pplements in 2010, recording a retail value share of 7%. The company was the leading innovator withi

n the area in 2010, launching a new dietary supplements product range. The success of Teva Magyaror

szág can mainly be attributed to the popularity of its Eurovit single and multivitamins brands. Sanofi-

Aventis ranked third in 2010, recording a retail value share of 7%. Magne B6, the company’s most po

pular dietary supplement, ranked second within mineral supplements whilst its Normaflore brand led s

ales within probiotic supplements

PROSPECTS

· Vitamins and dietary supplements has a projected forecast period constant retail value CAGR of 1%.

Although vitamins and dietary supplements has reached a high level of maturity, the number of produ

cts on offer will increase further over the forecast period. As Hungarians are taking more care of their

health, demand for preventative products is likely to increase. Leading manufacturers will look to mai

ntain consumer interest with intensive advertising over the coming years.

CATEGORY DATA

· Table 83 Dietary Supplements: Brand Ranking by Positioning 2010

· Table 84 Sales of Vitamins and Dietary Supplements by Category: Value 2005-2010

· Table 85 Sales of Vitamins and Dietary Supplements by Category: % Value Growth 2005-2010

· Table 86 Dietary Supplements by Positioning 2005-2010

· Table 87 Vitamins and Dietary Supplements Company Shares by Value 2006-2010

· Table 88 Vitamins and Dietary Supplements Brand Shares by Value 2007-2010

· Table 89 Vitamins Brand Shares by Value 2007-2010

· Table 90 Dietary Supplements Brand Shares by Value 2007-2010

· Table 91 Forecast Sales of Vitamins and Dietary Supplements by Category: Value 2010-2015

· Table 92 Forecast Sales of Vitamins and Dietary Supplements by Category: % Value Growth 2010-

2015

Weight Management in Hungary - Category Analysis

HEADLINES

TRENDS

· Weight management was one of the worst performing areas within consumer health in 2010, with cu


rrent retail value and constant retail value sales declining by 1% and 5% respectively. Although unhea

lthy eating habits and the high rate of overweight people are crucial problems in Hungary, solving thes

e problems was forced to the background given the difficult economic circumstances of recent years.

Peoples’ worries about their standard of living and incomes prevented them from starting diet program

mes or spending on expensive slimming products.


· Bio-

Fit led weight management sales in 2010, recording a retail value share of 9% due to the popularity of

its well-known Metabol brand. Pharma Nord was the second best-

performing company, accounting for 7% of retail value sales due to the popularity of its Bio-Cla, Bio-

Cla+T, Bio Króm and Bio Slim weight loss supplements. Forever Living Products ranked third, with t

he company leading sales within meal replacement slimming. GlaxoSmithKline was fourth, recording

a retail value share of 7% due to the success of its OTC obesity brand, Alli.

PROSPECTS

· Weight management value sales will decrease marginally from 2010 to 2015 in current terms. The de

cline in constant sales is likely to end in 2013, with steady growth projected from 2014 onwards. Cons

idering the high number of overweight people and rising consumer health awareness, the area has grea

t potential to grow over the forecast period. However, future sales will be limited by difficult economi

c circumstances.

CATEGORY DATA

· Table 93 Sales of Weight Management: Value 2005-2010

· Table 94 Sales of Weight Management: % Value Growth 2005-2010

· Table 95 Weight Management Company Shares 2006-2010

· Table 96 Weight Management Brand Shares 2007-2010

· Table 97 Forecast Sales of Weight Management: Value 2010-2015

· Table 98 Forecast Sales of Weight Management: % Value Growth 2010-2015

Wound Care in Hungary - Category Analysis

HEADLINES

TRENDS

· Wound care current retail value sales increased in 2010 due to rising unit prices while constant sales

continued to decrease. Although leading brands like Hansaplast and Salvequick are well-

known in Hungary, cheap and low quality brands entered the area in recent years and have proven pop

ular amongst price sensitive consumers.



· Hartmann-Rico led sales in 2010, accounting for 26% of wound care retail value sales. Hartmann-

Rico led sales within gauze, tape and other wound care – the largest wound care areas. Nagév Kötszer

ranked second with a retail value share of 21%. The company’s Pharmico brand competes within the l

ower price segment and is popular amongst price-

sensitive Hungarians. Cederroth ranked third within wound care with a retail value share of 13% due t

o its best-

selling sticking plaster brand Salvequick. Beiersdorf remained an important player in the area, account

ing for 12% of retail value sales due to the popularity of its Hansaplast and Leukoplast brands.

PROSPECTS

· Wound care value sales are projected to decline at an average annual rate of 1% over the forecast per

iod. Wound care has reached maturity and the latest innovations within the area mainly involve the pa

ckaging and decoration of products and are unlikely to significantly boost growth. Decreasing and stag

nating household incomes will also limit growth over the coming years as most Hungarians will contin

ue to purchase cheaper private label brands at the expense of less well-

known and more expensive brands. However, leading brands will be able to maintain their positions d

ue to their high quality and strong promotional support.

CATEGORY DATA

· Table 99 Sales of Wound Care by Category: Value 2005-2010

· Table 100 Sales of Wound Care by Category: % Value Growth 2005-2010

· Table 101 Wound Care Company Shares by Value 2006-2010

· Table 102 Wound Care Brand Shares by Value 2007-2010

· Table 103 Forecast Sales of Wound Care by Category: Value 2010-2015

· Table 104 Forecast Sales of Wound Care by Category: % Value Growth 2010-2015

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