Budapest, February 12, 2026 — The Hungarian Competition Authority (GVH) has launched two competition supervision proceedings into the market for over-the-counter (OTC) medicines, suspecting restrictive conduct and possible abuse of dominance linked to pharmacy shelf placement practices and local market power.
Shelf Placement and Exclusion Concerns
One investigation targets Phoenix Pharma Zrt. and pharmacies linked to BENU Magyarország Zrt., both part of the same corporate group, over the determination and enforcement of so-called “patikai polckép” — pharmacy shelf image — rules in the market for systemic over-the-counter painkillers.
The GVH suspects Phoenix Pharma Zrt., BENU Magyarország Zrt., and three manufacturers or distributors — SANOFI-AVENTIS Zrt., Opella Healthcare Commercial Kft., and Haleon Hungary Kft. — may have engaged in conduct restricting competition by excluding competing, potentially lower-priced medicines with the same active ingredient from pharmacy retail sales. According to the authority, such shelf requirements could reduce market competition and contribute to higher prices.
Possible Abuse of Local Dominance
In a separate proceeding, the GVH is examining whether pharmacies linked to Phoenix Pharma Zrt. and BENU Magyarország Zrt. may hold a dominant position in more than 100 Hungarian municipalities where they are the sole pharmacy operators.
The authority noted that Phoenix and BENU allegedly determine key operational aspects of affiliated pharmacies, including procurement, promotions, and branding, which may lead to the exclusion of other wholesalers from local markets. Abuse of such dominance could also result in higher consumer prices.
The GVH emphasized that opening proceedings does not imply an infringement has been established. The investigations, registered under VJ/4/2026 and VJ/5/2026, have an initial six-month deadline, extendable twice by up to six months each.
According to data from the Hungarian Central Statistical Office, OTC medicine prices rose significantly between 2020 and 2025, with some products increasing by 40–50%.
GVH President Rigó Csaba Balázs said, “The aim of the GVH’s investigations is to protect Hungarian people from price increases and to check whether shelf-image and product placement requirements restrict competition.”
