Consumer Health in Hungary

Transcription

1 Consumer Health in Hungary Customer Service Hotline: Page 1 of 23

2 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 交付方式 发送或 EMS 快递 中文价格 印刷版 0 元 电子版 0 元 中文印刷版 + 电子版 0 元 订购热线 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 Customer Service Hotline: Page 2 of 23

3 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 selfmedication 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 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 Customer Service Hotline: Page 3 of 23

4 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 nonstore 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 nonessential 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 Customer Service Hotline: Page 4 of 23

5 KEY 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 Table 2 Life Expectancy at Birth MARKET DATA Table 3 Sales of Consumer Health by Category: Value Table 4 Sales of Consumer Health by Category: % Value Growth Table 5 Consumer Health Company Shares by Value Table 6 Consumer Health Brand Shares by Value Table 7 Penetration of Private Label by Category Table 8 Sales of Consumer Health by Distribution Format: % Analysis Table 9 Sales of Consumer Health by Category and Distribution Format: % Analysis 2010 Table 10 Forecast Sales of Consumer Health by Category: Value Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 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 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 Customer Service Hotline: Page 5 of 23

6 Summary 5 Béres Gyógyszergyár Zrt: Competitive Position 2010 Bioextra Kft in Consumer Health (Hungary) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION COMPETITIVE POSITIONING Summary 8 Bioextra Zrt: Competitive Position 2010 Egis Rt in Consumer Health (Hungary) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION COMPETITIVE POSITIONING Summary 11 EGIS Gyógyszergyár Nyrt: Competitive Position 2010 Gedeon Richter Ltd in Consumer Health (Hungary) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION COMPETITIVE POSITIONING Summary 14 Gedeon Richter Nyrt: Competitive Position 2010 Naturland Magyarország Kft in Consumer Health (Hungary) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION COMPETITIVE POSITIONING Summary 17 Naturland Kft: Competitive Position 2010 Adult Mouth Care in Hungary - Category Analysis 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 Customer Service Hotline: Page 6 of 23

7 mers reduced expenditure on nonessential 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 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. 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. Table 12 Sales of Adult Mouth Care: Value Table 13 Sales of Adult Mouth Care: % Value Growth Table 14 Adult Mouth Care Company Shares by Value Table 15 Adult Mouth Care Brand Shares by Value Table 16 Forecast Sales of Adult Mouth Care: Value Table 17 Forecast Sales of Adult Mouth Care: % Value Growth Analgesics in Hungary - Category Analysis Analgesics current retail value sales increased by a stable 2% in 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 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 Customer Service Hotline: Page 7 of 23

8 uring a relatively quiet year was the reswitching 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 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 bestselling product within ibuprofen and the third most popular product within analgesics as a whole. Analgesics has a projected forecast period constant retail value CAGR of 1%, with sales expected to reach 15.5 billion by 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. Table 18 Sales of Analgesics by Category: Value Table 19 Sales of Analgesics by Category: % Value Growth Table 20 Topical Analgesics/Anaesthetic by Format: % Value Breakdown Table 21 Analgesics Company Shares by Value Table 22 Analgesics Brand Shares by Value Table 23 Forecast Sales of Analgesics by Category: Value Table 24 Forecast Sales of Analgesics by Category: % Value Growth Calming and Sleeping in Hungary - Category Analysis 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 Customer Service Hotline: Page 8 of 23

9 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. 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 wellknown 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. Table 25 Sales of Calming and Sleeping: Value Table 26 Sales of Calming and Sleeping: % Value Growth Table 27 Calming and Sleeping Company Shares by Value Table 28 Calming and Sleeping Brand Shares by Value Table 29 Forecast Sales of Calming and Sleeping: Value Table 30 Forecast Sales of Calming and Sleeping: % Value Growth Cough, Cold and Allergy (Hay Fever) Remedies in Hungary - Category Analysis 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 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 Customer Service Hotline: Page 9 of 23

10 Novartis led cough, cold and allergy remedies sales in 2010, accounting for 20% of retail value sales. The company manufactures Neo Citran, the bestselling 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. 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. Table 31 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value Table 32 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth Table 33 Sales of Decongestants by Category: Value Table 34 Sales of Decongestants by Category: % Value Growth Table 35 Sales of Childspecific Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value Table 36 Sales of Childspecific Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth Table 37 Cough, Cold and Allergy (Hay Fever) Remedies Company Shares by Value Table 38 Cough, Cold and Allergy (Hay Fever) Remedies Brand Shares by Value Table 39 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value Table 40 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value G rowth Digestive Remedies in Hungary - Category Analysis Customer Service Hotline: Page 10 of 23

11 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 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 bestselling 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 Nospa 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. Value sales of digestive remedies are projected to stagnate in constant terms over the forecast period. Strengthening healthprevention 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. Table 41 Sales of Digestive Remedies by Category: Value Table 42 Sales of Digestive Remedies by Category: % Value Growth Table 43 Digestive Remedies Company Shares by Value Table 44 Digestive Remedies Brand Shares by Value Table 45 Forecast Sales of Digestive Remedies by Category: Value Table 46 Forecast Sales of Digestive Remedies by Category: % Value Growth Customer Service Hotline: Page 11 of 23

12 Ear Care in Hungary - Category Analysis 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 wellknown 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. Ear care is likely to remain a small consumer health area over the forecast period. As selfmedication 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%. Table 47 Sales of Ear Care: Value Table 48 Sales of Ear Care: % Value Growth Table 49 Ear Care Company Shares by Value Table 50 Ear Care Brand Shares by Value Table 51 Forecast Sales of Ear Care: Value Table 52 Forecast Sales of Ear Care: % Value Growth Eye Care in Hungary - Category Analysis 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 Customer Service Hotline: Page 12 of 23

13 a relatively small consumer health area in Hungary, accounting for just 1% of overall current retail val ue sales in 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 bestselling 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. 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. Table 53 Sales of Eye Care by Category: Value Table 54 Sales of Eye Care by Category: % Value Growth Table 55 Standard Eye Care by Type: % Value Breakdown Table 56 Eye Care Company Shares by Value Table 57 Eye Care Brand Shares by Value Table 58 Forecast Sales of Eye Care by Category: Value Table 59 Forecast Sales of Eye Care by Category: % Value Growth Herbal/Traditional Products in Hungary - Category Analysis Herbal and traditional products continue to benefit from the increasing popularity of herbal remedies in Hungary. Many people who are wary of the sideeffects 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. Customer Service Hotline: Page 13 of 23

14 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. 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. Table 60 Sales of Herbal/Traditional Products: Value Table 61 Sales of Herbal/Traditional Products: % Value Growth Table 62 Herbal/Traditional Products Company Shares Table 63 Herbal/Traditional Products Brand Shares Table 64 Forecast Sales of Herbal/Traditional Products: Value Table 65 Forecast Sales of Herbal/Traditional Products: % Value Growth Medicated Skin Care in Hungary - Category Analysis Medicated skin care continues to be negatively impacted by the economic crisis and the fact that man y Hungarian consumers are spending less on nonessential 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 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 Customer Service Hotline: Page 14 of 23

15 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 bestselling 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 bestselling brand within topical allergy remedies and can be found in the majority of Hungarian household s. 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. Table 66 Sales of Medicated Skin Care by Category: Value Table 67 Sales of Medicated Skin Care by Category: % Value Growth Table 68 Acne Treatments by Format: % Value Breakdown Table 69 Medicated Skin Care Company Shares by Value Table 70 Medicated Skin Care Brand Shares by Value Table 71 Acne Treatments Brand Shares by Value Table 72 Hair Loss Treatments Brand Shares by Value Table 73 Forecast Sales of Medicated Skin Care by Category: Value Table 74 Forecast Sales of Medicated Skin Care by Category: % Value Growth Sports Nutrition in Hungary - Category Analysis Sports nutrition products developed rapidly in 2010 due to the strengthening health and wellness tren d. Being muscular and goodlooking 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 Customer Service Hotline: Page 15 of 23

16 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. 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. Table 75 Sports Nutrition, category rankings 2010 Table 76 Sales of Sports Nutrition: Value Table 77 Sales of Sports Nutrition: % Value Growth Table 78 Sports Nutrition By Format: % Value Breakdown Table 79 Sports Nutrition Company Shares Table 80 Sports Nutrition Brand Shares Table 81 Forecast Sales of Sports Nutrition: Value Table 82 Forecast Sales of Sports Nutrition: % Value Growth Vitamins and Dietary Supplements in Hungary - Category Analysis The flu epidemic affected sales of vitamins and dietary supplements positively in 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 healthprevention 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 Customer Service Hotline: Page 16 of 23

17 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 bestselling 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 nonherbal 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 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. Table 83 Dietary Supplements: Brand Ranking by Positioning 2010 Table 84 Sales of Vitamins and Dietary Supplements by Category: Value Table 85 Sales of Vitamins and Dietary Supplements by Category: % Value Growth Table 86 Dietary Supplements by Positioning Table 87 Vitamins and Dietary Supplements Company Shares by Value Table 88 Vitamins and Dietary Supplements Brand Shares by Value Table 89 Vitamins Brand Shares by Value Table 90 Dietary Supplements Brand Shares by Value Table 91 Forecast Sales of Vitamins and Dietary Supplements by Category: Value Table 92 Forecast Sales of Vitamins and Dietary Supplements by Category: % Value Growth Weight Management in Hungary - Category Analysis Weight management was one of the worst performing areas within consumer health in 2010, with cu Customer Service Hotline: Page 17 of 23

18 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 bestperforming 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. 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. Table 93 Sales of Weight Management: Value Table 94 Sales of Weight Management: % Value Growth Table 95 Weight Management Company Shares Table 96 Weight Management Brand Shares Table 97 Forecast Sales of Weight Management: Value Table 98 Forecast Sales of Weight Management: % Value Growth Wound Care in Hungary - Category Analysis 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 wellknown in Hungary, cheap and low quality brands entered the area in recent years and have proven pop ular amongst price sensitive consumers. Customer Service Hotline: Page 18 of 23

19 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 pricesensitive Hungarians. Cederroth ranked third within wound care with a retail value share of 13% due t o its bestselling 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. 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 wellknown and more expensive brands. However, leading brands will be able to maintain their positions d ue to their high quality and strong promotional support. Table 99 Sales of Wound Care by Category: Value Table 100 Sales of Wound Care by Category: % Value Growth Table 101 Wound Care Company Shares by Value Table 102 Wound Care Brand Shares by Value Table 103 Forecast Sales of Wound Care by Category: Value Table 104 Forecast Sales of Wound Care by Category: % Value Growth 访问中商情报网 : 报告在线阅读 : 三 研究机构 中商情报网 ( 是中国行业市场研究咨询 市场调研咨询 企业上市 IP Customer Service Hotline: Page 19 of 23

20 O 咨询及并购重组决策咨询 项目可行性报告 项目商业计划书 项目投资咨询等专业的服务机构 致力于为企业中高层管理人员 企事业发展研究部门人员 市场研究人士 咨询行业人士 投资银行专家 个人投资者等提供各行业丰富翔实的市场研究报告和商业竞争情报数据 ; 为国内外的行业企业 研究机构 社会团体和政府部门提供专业的行业市场研究 商业分析 投资咨询 兼并重组决策及战略咨询服务 中商情报网从创建之初就矢志成为中国专业的商业信息收集 研究 传播的资讯情报服务机构, 通过多年的积累中商情报网已经构建了包括政府部门 行业协会 专业调查公司 自有调查网络等多种渠道 多层面的数据来源 ; 建立起上百个行业及企业的庞大商业情报数据库 ; 并形成了多十种专业研究分析模型和研究方法 ; 中商情报网始终坚持研究的独立性和公正性, 其研究结论和研究数据广泛被媒体采用 目前公司与国家相关数据部门 行业协会等权威机构建立了良好的合作关系, 同时与多家国际著名咨询服务机构建立了战略伙伴关系 并与国内外众多基金公司 证券公司 PE VC 机构 律师事务所 会计师事务所结成战略合作伙伴 公司还拥有近 10 多年来对各行业追踪研究的海量信息数据积累 建立了多种海量数据库, 分为 : 宏观经济数据库, 行业月度财务数据库, 产品产量数据库, 产业进出口数据库, 企业财务数据库等 并将这些数据及时更新与核实 可以保证数据的全面 权威 公正 客观 多年来, 中商情报网为上万家企业事业提供了专业的投资咨询 信息咨询及研究报告服务, 并 得到客户的广泛认可 ; 我们坚信您也可以从中商情报网提供的资讯产品中洞察商业潜在的价值 和风险, 提高您的决策支持效率 中商情报网管理团队和中商情报网的战略合伙人一直致力于为客户提供高价值的企业咨询服务 解决方案 服务研究咨询项目咨询投行咨询专项咨询 内容行业研究报告 行业投资咨询报告 市场调查项目计划 可行性研究 价值分析 风险分析 商业计划书 项目融资 资金申请 资产评估 政府项目立项 产业园区规划咨询 PE 及 VC 投资咨询 IPO 咨询消费者研究 渠道研究 营销咨询 管理咨询 市场进 Customer Service Hotline: Page 20 of 23

21 入策略咨询 竞争情况调 研 数据库咨询 竞争对手调研及监测 竞争策略研究 竞争环境研究 监测 企业战略研究 市场营销 / 促销策略分析 合作伙伴调研中国行业财务数据库 中国企业财务数据库 产品进出口数据库 中商情报网在调查工作中能够很好的借助国家部办委 行业协会等部门的资源为客户提供服务 ; 高层访谈的执行能力, 能够访问国家各个部委为企业提供全方位的政策导向 行业规划 ; 多年来针对工业领域的企业及用户调研的庞大数据库资源, 历史数据和企业 用户数据非常丰 福 国内权威市场研究公司, 具有行业内良好知名度 拥有多项自主开发的研究模型及专项咨询产品, 提供专业化的 市场研究整体解决方案 由国际专家和本土行业专家组成的资深项目团队, 为客户提供精准的研究服务 权威数据采集渠道, 持续 10 年的数据监测,7 年的国内市场研究经验, 超过 1000 多个市场研究案例 中商情报网订购单回执表 单位名称联系人地址 邮编 部门联系电话手机传真 报告名称 : Consumer Health in Hungary 报告格式 : PDF 电子版或印刷版 Customer Service Hotline: Page 21 of 23

22 付款方式 : 银行 邮局 支票 其他 定购数量 : 份 请选择报告版本 : 1. PDF 电子版 0 元 / 份 2. 印刷版 0 元 / 份 3. PDF 电子版 + 印刷版 0 元 / 份总计金额万仟佰拾元 ( 小写 : 元 ) 预计付款日期年月日开户行 : 中国工商银行深圳黄贝支行开户名 : 深圳中商智汇咨询服务有限公司帐号 : 备注 : 此帐户可开具增值税普通发票 开户行 : 中国工商银行深圳黄贝支行 指定账号 开户名 : 深圳中商智业投资顾问有限公司 帐号 : 备注 : 此帐户可开具增值税专用发票 开户行 : 中国建设银行北京丰台支行开户名 : 中商智汇 ( 北京 ) 咨询有限公司帐号 : 备注 : 此帐户只可开具增值税普通发票 联系方法 款到后, 发票随后寄发 此账号为唯一指定账号 电话 : 传真 :(0755) 深圳地址 : 深圳市福田区红荔路 1001 号银盛大厦 7 层邮编 : 北京地址 : 北京市右安门外大街 99 号国内贸易工程设计研究院 5 层 501 室邮编 : 网址 : 电邮 :service@askci.com Customer Service Hotline: Page 22 of 23

23 备注 请将订阅信息填好后, 传真至我中心客服部, 款到后发票随后寄发 Customer Service Hotline: Page 23 of 23