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Report overview
The over-the-counter (OTC) pharmaceutical market includes nonprescription medicines that are sold directly to consumers through pharmacies, drugstores, convenience stores and grocery stores. Most countries follow the two-class system for the classification of medicines as prescription (Rx) or non-prescription (OTC). The OTC pharmaceutical market may be segmented into multiple categories such as analgesics, cold, cough and allergy, digestive remedies, traditional medicines, and vitamins and minerals.. China, Brazil, Russia, India, Turkey and Mexico the key emerging markets have always been attractive markets for pharmaceutical companies looking for low-cost manufacturing. However, manufacturers have started to realize the growth potential for pharmaceuticals including OTC products in these markets.
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Use this report to gain an overview of key drivers and trends that have impacted the OTC pharmaceutical market across all six emerging countries.
Demographic trends, lifestyles changes, growing economies, affordability, and awareness about self medication are driving the OTC market in emerging countries. Moreover, the increased number of Rx-to-OTC switches has also widened the market significantly. Rx-to-OTC switch signifies the change of status of a medicine from prescription to OTC. The pharmaceuticals industry is facing a major patent cliff, where patents for most of its blockbuster drugs are nearing patent expiry, which in turn is resulting in more product switches to OTC driving their sales and reducing competition from generics. The regulatory environment varies in each country, with Brazil, Mexico and Turkey moving towards more stringent guidelines for OTC distribution, while the regulations in India, China and Russia remain relatively liberal.
Key findings
The leading players in the OTC market in emerging countries include J&J, GSK, Bayer, Novartis and Sanofi-aventis. They have started to increase their focus on the R&D activities for their OTC divisions with the aim of introducing new innovative products in the global OTC market. ANVISA, the National Health Surveillance Agency of Brazil, which regulates the registration of drugs, cosmetics and medical devices, introduced a new regulation that restricts the sales of OTC products only through pharmacies as Behind-the-counter (BTC) products. This has resulted in the growth of registered pharmacies within the supermarket. India and China have large rural populations, with limited accessibility and affordability to healthcare facilities. Manufacturers aiming to penetrate the rural market are offering OTC products at a different price point to lure rural consumers. The OTC market in Mexico has grown due to the increasing accessibility of OTC medicines which were previously available as prescription only.
Key issues...
Rx-to-OTC switches: Rx-to-OTC switches are primarily a company's strategy to increase the life of a product. A product nearing patent expiry is due to encounter generic competition, but the switch from RX-to-OTC provides the company with exclusivity for additional years, provided the company supports the switch with additional clinical trials to prove the efficacy and safety of the OTC formulation. Product availability at a different price point: In India, OTC products have always been considered to be targeted toward the urban population. As a result, OTC products have struggled to penetrate the rural markets. Most of the leading companies now offer products at all price points to capture all segments of the population. Moreover, many companies are launching products specifically targeting the rural market, such as the 'sachet' concept for OTC products. Growing disposable income in Russia: Despite the economic crisis, consumer spending on healthcare has not declined in recent years. This is primarily due to high levels of disposable income, preference for preventive medication, and growing concern for appearance among Russian consumers. Moreover, Russians are very brand-conscious and prefer to buy expensive international brands which they associate with quality (rather than products from local manufacturers which are not GMP-certified). 'Natural' buzz gaining grounds in OTC market: The consumer trend of shifting to natural products is becoming widespread in the OTC industry. Consumers are shifting to traditional/herbal medicines in most emerging geographies, particularly China and India. Indeed, in China, the traditional medicine category led the market in 2008 with around a 30% market share. The boom in traditional medicines in emerging markets is due to the fact that these countries have significant rural populations which have faith in traditional medicines.
Discover...
How has the OTC market in emerging countries evolved in the last 5 years? What are the current trends within the OTC markets in the emerging countries? What are the current drivers and challenges in the OTC market in each of the emerging countries? How are the demographic and economic conditions impacting the OTC market in emerging countries? How is the regulatory environment in different countries affecting the OTC players? Why are the governments in almost all the countries promoting self-medication? Which are the leading players in the OTC pharmaceutical market in emerging countries? What are the growth strategies of leading players to succeed in the emerging countries?
Table of Contents
EXECUTIVE SUMMARY
The global OTC pharmaceutical market The OTC pharmaceutical market in emerging countries The OTC pharmaceutical market in Brazil The OTC pharmaceutical market in Russia The OTC pharmaceutical market in India The OTC pharmaceutical market in China The OTC pharmaceutical market in Mexico The OTC pharmaceutical market in Turkey Competitive landscape - Key trends
Increased M&A activity Rx-to-OTC switches OTC market players adopting 'small packs' 'Natural' buzz gaining ground in OTC market
CHAPTER 1 INTRODUCTION
- What is this report about?
- Countries covered - Companies analyzed
- Methodology
- Resistors
-
Table of Contents
CHAPTER 7 THE OTC PHARMACEUTICAL MARKET IN CHINA
Summary China - Overview - China's OTC pharmaceutical market - Market segmentation - Regulatory framework - Growth drivers
Booming economy Growing obese and smoking population Aging population Growing consumer awareness and confidence in selfmedication
Bayer - Company overview - Leading consumer healthcare products - R&D: consumer healthcare - Financial performance - Growth strategy
- Mergers and acquisitions - Investing in fast-growing countries - Growth through focus on core brands
GlaxoSmithKline - Company overview - Leading consumer healthcare products - R&D: consumer healthcare - Financial performance - Growth strategies
Focus on emerging markets Innovative 'innovation hubs' Strategic partnerships and acquisitions Retail partnerships
- Growth drivers
- Intensified competition from private label brands - Retail competition - Unwillingness to spend
Johnson & Johnson - Company overview - Leading consumer healthcare products - R&D: consumer healthcare - Financial performance - Growth strategies
- Acquisition to build-on consumer segment - Focus on building strong brands
Novartis - Company overview - Leading consumer healthcare products - R&D: consumer healthcare - Financial performance - Growth strategies
- Geographical expansion in high-growth markets - Focus on core industry - Targeting potential growth categories in each geography
Sanofi-Aventis - Company overview - Leading consumer healthcare products - R&D: consumer healthcare - Financial performance - Growth strategies
- Partnerships and acquisitions - Focus on consumer healthcare - Focus on emerging markets
APPENDIX
Glossary
Table of Contents
TABLE OF FIGURES
Regulatory bodies in major markets Global OTC pharmaceuticals market, by value, 200409 Global OTC market segmentation, by category, 2009 Global OTC market segmentation, by geography, 2009 Benefits and risks of self-medication OTC pharmaceutical market by value in emerging countries, 200409 OTC market segmentation in emerging countries, by category, 2009 Drivers and resistors of the OTC pharmaceutical market in emerging countries Smoking population as a percentage of total population in five emerging countries Obese population as a percentage of the total population in five emerging countries Trends in the OTC pharmaceutical market in emerging countries Brazil's population growth Brazil's OTC pharmaceutical market, by value, 200409 Brazil's OTC market segmentation, by category, 2009 Russia's population growth Russia's OTC pharmaceutical market, by value, 200409 Russian OTC market segmentation, by category, 2009 Smoking and obese population as a percentage of the total population in Russia India's population growth India's OTC pharmaceutical market, by value, 200409 India's OTC market segmentation, by category, 2009 China's population growth China's OTC pharmaceutical market by, value, 200409 China OTC market segmentation, by category, 2009 Obese and smoking population as a percentage of China's total population Mexico's population growth Mexico's OTC pharmaceutical market, by value, 200409 Mexico's OTC market segmentation, by category, 2009 Turkey's population growth Turkey's OTC pharmaceutical market, by value, 200409 Turkey's OTC market segmentation, by category, 2009 Leading consumer healthcare products of Bayer Bayer's financial contribution, by operating subgroups, FY2009 Leading consumer healthcare products of GSK GSK's financial contribution, by operating segments, FY2009 Leading consumer healthcare products of J&J J&J's financial contribution, by operating segments, FY2009 Leading consumer healthcare products of Novartis Novartis' financial contribution, by operating divisions, FY2009 Leading consumer healthcare products of Sanofi-Aventis
TABLE OF TABLES
Market share of leading players in major categories in China Top 10 global OTC brands, 2009 Rx-to-OTC switches in the US, 200209 Bayer snapshot Bayer consolidated financial performance, FY2009 Bayer's segmental performance of consumer healthcare, FY2009 GSK snapshot GSKs consolidated financial performance, FY2009 GSK segmental performance of consumer healthcare, FY2009 J&J snapshot J&J's consolidated financial performance, FY2009
J&J's segmental performance of consumer healthcare, FY2009 Novartis snapshot Novartis consolidated financial performance, FY2009 Sanofi-Aventis snapshot Sanofi-Aventis' consolidated financial performance, FY2009
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