The Hungarian Competition Authority (GVH) has launched two competition investigations into the market for over-the-counter (OTC) medicines, focusing on pharmacy shelf arrangements and possible abuse of dominance in local markets.
One proceeding targets the shelf layout rules applied to popular non-prescription systemic painkillers. The GVH is examining practices linked to pharmaceutical wholesaler Phoenix Pharma Zrt. and pharmacies affiliated with BENU Magyarország Zrt., as well as three manufacturers or distributors – SANOFI-AVENTIS Zrt., Opella Healthcare Commercial Kft. and Haleon Hungary Kft. The authority suspects that shelf display arrangements may have excluded competing products, including potentially cheaper medicines with the same active ingredients, thereby restricting competition and contributing to higher prices.
In a separate case, the GVH is assessing whether Phoenix Pharma Zrt. and BENU Magyarország Zrt. may hold and abuse a dominant position in more than 100 Hungarian settlements where affiliated pharmacies operate as the sole providers. The authority is examining whether their influence over procurement, promotions and store image could limit market access for other wholesalers and affect pricing.
GVH President Csaba Balázs Rigó stated that pharmaceutical prices affect almost every Hungarian and that the investigations aim to protect consumers from unjustified price increases. He added that the authority is reviewing whether shelf display and product placement rules distort competition.
The investigations come amid significant price increases for OTC medicines between 2020 and 2025, with some products rising by 40–50 percent. The proceedings, registered under VJ/4/2026 and VJ/5/2026, are scheduled to last six months, subject to possible extensions. The GVH emphasised that the launch of proceedings does not imply that the companies have committed an infringement.