BioTechUSA closed 2024 with record revenue, but growth rate slowed

The engine of growth: foreign markets

The company’s sales revenue growth in 2024 came primarily from international markets, while the domestic segment showed stagnation. The main reason for this is that Hungarian consumers are making increasingly conscious decisions and have become more sensitive to prices. The decrease in the number of purchases is also evident from feedback from partners.

More than 80 percent of BioTechUSA’s revenue comes from foreign sales, and the company is present in more than 100 countries. One of the most recent market openings was in Saudi Arabia, where they managed to gain a position through a professional exhibition. In addition, Egypt, Cambodia and Uzbekistan are also playing an increasingly important role in the company’s growth plans.

Pricing challenges and cost-effectiveness strategies

Due to inflationary pressure and rising raw material prices, BioTechUSA had to make serious decisions in its pricing strategy. According to Bálint Lévai, the company has reached a point where further price increases would threaten consumer confidence, so they are focusing more on cost-effectiveness and long-term stability.

The state of e-commerce

Although the e-commerce sector globally showed a decline in 2024, BioTechUSA experienced this more as a slowdown in the growth rate. However, a recovery is expected by the beginning of 2025, especially in international markets. In Hungary, consumers remain more cautious in their spending, but the role of digital sales remains key in the company’s strategy.

Product development directions and trends

One of the defining trends of 2024 was the increase in creatine consumption, which took over the previously dominant collagen at the top of the market. Although creatine is still considered more of a layer product, dynamic demand growth can be observed. Demand for proteins and vitamins is growing steadily, and the company is constantly developing innovative products, especially vitamins and protein bars containing creatine.

Future goals and investments

One of the main goals for 2025 is to reach a sales level of HUF 100 billion. Although market changes and exchange rate fluctuations may affect the results, the company’s current growth rate is encouraging.

BioTechUSA recently announced a HUF 9 billion investment, one of which is the energy modernization of its Szada and Dunakesz plants with solar panels. Sustainability and ESG aspects are increasingly important in the company’s operations, which also supports several charitable initiatives in the fields of healthcare and social responsibility.