Defending and Growing a Market Leader:
Sterimar in Hungary
Sterimar is Hungary’s leading 100% natural seawater nasal spray — a market leader when we took over distribution in 2021, but one that had reached a plateau. The challenge wasn’t to build a brand from scratch, but to do something arguably harder: reignite growth at the top.
The Challenge
Inheriting a stagnant market leader comes with its own set of pressures. The brand equity was there. The awareness was there. What was missing was momentum — in distribution, in portfolio depth, and in the professional and consumer channels that drive long-term category dominance.
What We Did
Distribution & Retail Expansion
- Scaled pharmacy distribution to 99% — near-total coverage across Hungary's pharmacy network
- Secured listings for 5 new SKUs across mass market drugstore chains DM and Rossmann, opening a high-traffic consumer channel alongside the core pharmacy business
Portfolio Development
- Led 4 new product launches over 5 years, including Sterimar Sinusitis: a natural seawater-based alternative to active-ingredient nasal sprays, meeting growing demand for gentler OTC solutions
- Systematically extended the portfolio to cover new usage occasions and consumer needs within the nasal health category
HCP Engagement
- Launched a dedicated paediatric GP visiting programme, building structured professional endorsement in a channel where doctor recommendation directly drives purchase
Consumer Marketing
- Maintained a continuous, multi-year TV campaign — the only brand in the seawater spray category with a consistently running television presence in Hungary
- Reinforced brand visibility through active social media, creating full-funnel consumer reach across both awareness and consideration stages
Impact
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20% growth since 2021, in a market where Sterimar was already number one
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99% Pharmacy distribution achieved — effectively full national coverage
new product variants
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5 New SKUs listed in the drugstore channel
successful launches
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4 New products successfully launched in 5 years
- June 2026 Statistics
- Nr. 1 market position further consolidated across both pharmacy and mass market retail