Trends in Consumer Health · OTC Reg OTC Non Reg – C 200-C Handled brands Reg 90% Reg 50% Non Reg...
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Copyright © 2017 IQVIA. All rights reserved. Trends in Consumer Health Tomáš Khorel, Senior Consultant CZ&SK
Transcript of Trends in Consumer Health · OTC Reg OTC Non Reg – C 200-C Handled brands Reg 90% Reg 50% Non Reg...
Copyright © 2017 IQVIA. All rights reserved.
Trends in Consumer Health
Tomáš Khorel, Senior Consultant CZ&SK
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Global and European context
Czech and Slovak CH market
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CEEMEA is the largest regional growth driver,
contributing 39% and driving Global Growth.
Source: IMS OTC audits plus estimates (Exc Venezuela)
Region Share of
Global OTC Sales
Region Share of
Global OTC Growth
Developing Regions
Total OTC
Share of Sales 49%
Share of Growth 78%
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EMEA growth remains strong, CEE drives the region’s
growth. EMEA
Source: IMS OTC Global Analysis
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The developed Western Europe benchmark shows the
potential for increase in OTC expenditure in the region
EMEA
Source: IMS OTC Global Analysis
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Most CEE countries experience growth above the European
average. Kazakhstan, Turkey and Russia drive strong annual
growth within CEE.
Source: IMS OTC Global Analysis
CEE
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Consumer spend on OTC’s is increasing across all European
countries.
Source: IMS OTC Global Analysis
EUROPE
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Global and European context
Slovak CH market
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Terminology noteRx-bound medicines/OTC medicines & Self-Medication
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registered registered non-registered
Rx boundNon Rx-bound
(Total OTC)
Semi
ethical
Self-
Medication
Sold with
RxSold without Rx
Self-Medication:
registered + non-
registered products
Slo
va
k/C
ze
ch
CH
ma
rke
t
10
0
500
1 000
1 500
2 000
2 500
3 000
3 500
0
100
200
300
400
500
OTC Reg OTC Non Reg
# P
rod
ucts
–no
n r
eg
iste
red O
TC
# P
rod
ucts
-re
gis
tere
d O
TC
Handled brands
Reg 90% Reg 50%
Non Reg 90% Non Reg 50%
FS market is much more complex in terms of SKU
number than OTC reg. or RX
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0
500
1 000
1 500
2 000
2 500
3 000
3 500
0
100
200
300
400
500
OTC Reg OTC Non Reg
# P
rod
ucts
–n
on
re
gis
tere
d O
TC
# P
rod
ucts
-re
gis
tere
d O
TC
Handled brands
Reg 90% Reg 50%
Non Reg 90% Non Reg 50%
3 600520
2 700
450
3 600500
2 200
460
Slo
va
k/C
ze
ch
CH
ma
rke
t
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Slovak CH market experienced overall growth – Prices
increasing faster than volume
CH market development; MAT 10/2013-10/2017
Source: IQVIA
Va
lue
[E
UR
‘0
00
]U
nit
s* [‘
00
0]
CAGR 2013-’17
86,804
229,206
147,392
81,81369,846
+6.4%
249,076
162,272
220,189
143,477
76,712
200,372
130,525
194,205
126,183
68,022
OTC - registeredOTC - non registered
+1.9%
2017
47,995
20,979
2014
64,949
45,663
70,751
48,752
21,999
2016
68,218
46,596
21,622
2015
68,974
19,286
2013
65,633
47,046
18,588
6.5%
6.3%
4.3%
0.9%
Non registered OTC
Registered OTC
Non registered OTC
Registered OTC
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Vitamin, minerals & nutrit. supplements along with
digestive rems form almost half of the market (47%)
Non-registered: main categories; MAT 10/2017
Source: IQVIA
8%
8%
9%
17%
27%
5%5%
7%
7%
86,804
Sales 2017
7%
OTC1 – Value and market shares [EUR ‘000; %]
VIT. MIN. & NUTRIT. SUPPS04
DIGESTIVE/OTH INTEST REMS03
PAIN RELIEF02
COUGH COLD/RESPIR.01
BLADDER/GENITALS12
TONICS/OTHER STIMS05
SKIN TREATMENT06
CIRCULATORY PRODS.10
MISCELLANEOUS18
OTHERS
9.6%
10.4%
3.5%
5.5%
3.3%
6.4%
8.4%
-1.7%
2.7%
CAGR 2013-’17
2.0%
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PROBIOTICS DIGEST HEALTH
Looking at OTC2 level, probiotics and mineral
supplements form 20% of the market
Non-registered: main categories; MAT 10/2017
Source: IQVIA
86,804
5%
6%
8%
11%
48%
4%
4%
5%
5%
5%
Value 2017
OTC2 – Value and market shares [EUR ‘000; %]
03F
MINERAL SUPPLEMENTS04F
IMMUNOSTIM PREPS05F
UROLOGICAL PRODUCTS12C
JOINT CARE PRODUCTS02G
MULTIVITS./MINS04A
MISCELLANEOUS18A
VITAMIN C PRODUCTS04D
MUSCULAR PAIN REL.02E
OTHERS
1.7%
4.5%
0.2%
11.8%
3.7%
-1.3%
10.7%
7.6%
-2.7%
CAGR 2013-’17
2.9%
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Capsules and tablets hold the position of most used
forms in food supplements
Non-registered: Forms development
29.2%
2013
14.4%
3.2%3.0%
4.8%
14.6%
32.2%
27.8%
3.7%3.7%
14.7%
2017
18.5%
4.0%
26.1%
DevelopmentMajor forms used and their development
Source: IQVIA
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Capsules
Tablets
Liquids
Teas
Powders/Granules
Creams
Others
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Industry players become more diverse and the
competitive set expands
Consumer packagedgoods
• Payer and generic pressure driving diversification
• Rx to OTC asset leverage
Pharma moving into consumer health
CPG moving into consumer health
Pure play consumer health
• Higher consumer health margin and prices
• Leverage consumer and trade marketing muscle
• Leverage sales and marketing capabilities
• Economies of scale in supply chain
PharmaConsumer
HealthFMCG/CPG
Market
FMCH
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In Europe pharmacy distribution channels are also
changing to fit into new consumer trends
Traditional apothecary
independent pharmacy
e-pharmacyMom & Pop stores,
Convenience outletsSuper/Hyper-markets
Modern pharmacy,
Drugstores
Pharmacy chains
“Virtual” chains, symbol
groups
Distribution
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Pharmacy has changed significantly over the last decade
Promoter
Displays
Multi-buy (2+1+=2)
Bundles
Pricecut
Shop windows
Shopper Study
HCP StudyCategoryManagement
MysteryShopper
dbdlbddè
Distribution
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Major innovations are coming from technology
The most common, but a proven way to extend a brands life.
An ever-present in consumers’ daily life, but care must be taken in Pharma/Consumer Health.
Healthcare apps are growing rapidly with Cardio Diet and Women's health accounting for half the volume.
Devices can improve efficacy and control
Sensors provide the consumer with a direct feedback on their current state of health.
Synchro-TechTM has helped two actives with opposing dissolution profiles to come together
Innovation
Line Extensions
Social Media
Apps
Devices
R&D
Sensors
Innovation
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Please contact us for more information
Tomas Khorel
Senior Consultant
+420 778 726 767
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