OTC market in Central and Eastern Europe 2008 Comparative analysis and development forecasts for

Transcription

1 OTC market in Central and Eastern Europe 2008 Comparative analysis and development forecasts for Publication date: September 2008 Language: English

2 A word from the authors At present, the OTC market in the CEE region is the main growth driver for the whole pharmaceutical segment in almost every country in the region. This is connected with intensive economic growth, unparalleled to satiated economies of Western Europe, and the change in consumer habits in the analysed region. The CEE region is currently a very attractive place to launch sales of OTC products for companies already present on the market, as well as for those who want to set up such an activity. Our aim was to compare eight most important CEE countries showing the most crucial characteristics of the region and particular markets. The OTC drug segment is extremely complicated mainly because of its close relationship with e.g. the food sector. Taking into account the increasing importance of the correlated segments of OTC products (the so called non-drug OTC products), we have attempted to classify these products and their values, in order to create a comprehensive picture of the self-medication market. Monika Stefanczyk, Head Pharmaceutical Analyst Agnieszka Stawarska, Pharmaceutical Analyst 2

3 PMR Marketinsight Methodology This report was prepared using PMR's MarketInsight Methodology. PMR MarketInsight is a methodology developed by PMR which assists in the complex preparation of industry reports. It defines the ways in which data should be collected for such reports and outlines the methods to be used in analysing the information collected in order to obtain a true picture of the market in question. It also contains special procedures to follow in the case of incomplete market PMR MarketInsight precisely defines report content and structure. Industry reports prepared using PMR MarketInsight are based on information from a variety of available statistical, industry (specialist press, the internet), general and official sources as well as information from PMR's own database and primary research independently carried out by PMR. The sources we use are individually tailored to each project. PMR MarketInsight is the result of over 10 years of experience in conducting industry analysis on Central and Eastern European markets. PMR MarketInsight M e t h o d o l o g y 3

4 In Russia, the nonpharmacy segment is dominated by dietary supplements. Report description OTC market in Central and Eastern Europe 2008 offers a detailed discussion of the OTC sector, with special attention given to its most important markets: Russia, Poland, Romania, Hungary, Ukraine, the Czech Republic, Bulgaria and Slovakia. The report is an indispensable guide for those considering entering or already active on the OTC market. It analyses the conditions governing business management and provides crucial information regarding the OTC market's present condition, as well as opportunities and obstacles for its future development. Useful data regarding distribution channels and profiles of the market's most important actors also constitute an important part of the publication. The report features a comparative analysis of eight Central and Eastern European countries with respect to the most important elements of the sector, which completes this exhaustive overview of the OTC market in Central and Eastern Europe. see how to order 4

5 Key sections Section one presents the most important characteristics of the OTC markets in Central and Eastern European countries. It provides data on its market value in a number of categories, main market trends and events in 2007 and 2008, OTC product prices and sales statistics, and a comprehensive comparison of OTC markets in CEE countries. In 2007, the OTC products market in the CEE region was worth some 7.4bn. This section also includes OTC market value forecasts for , prepared by PMR pharmaceutical and economy experts, and analyses the potential growth of the main OTC categories in particular countries in Section two discusses the legal framework for advertising in each country, as well as OTC advertising spending, including a presentation of the larges advertisers and products that are most often advertised. This is followed by a comparative analysis of advertising markets in the discussed countries. Section three analyses market strategies and sales of major OTC manufacturers of local origin in the CEE region, and presents the main OTC producers in each of the discussed countries. It also features detailed profiles of the most important players of local origin in Central and Eastern Europe. Section four examines distribution channels on the OTC market, presenting segment profiles and major players in pharmaceutical wholesale and retail distribution. This is followed by a discussion of nonpharmacy and on-line sales conditions, as well as a comparison of OTC distribution across the CEE region. Section five delineates the most important factors influencing the OTC market in Central and Eastern Europe, including macroeconomic and demographic indicators, consumer behaviour regarding OTC intake, and epidemiological trends. CEE trends have been compared to those in Western European. see how to order 5

6 In 2007, in Poland, only 20% of pharmacy sales of medicines was generated by OTC drugs. Report overview The report opens with a presentation of the main characteristics of the OTC market in each of the analysed countries. It provides market data according to the following categories: notc market value by distribution channels notc market value by product category notc market value in and OTC share on the pharmaceutical market notc drugs market by therapeutic categories ndietary supplements market value. Additionally the following market characteristics are discussed: nmain trends and events on the OTC market in nprices of OTC products nrx to OTC switch nbest-selling OTC products ncomparative analysis of OTC markets in CEE: lotc share in the pharma market as a whole ldietary supplements' share in the OTC market ldevelopment of the largest OTC categories in years see how to order 6

7 We then focus on OTC advertising, and particularly on its following aspects: nlegal framework nspending ncomparative analysis of drug advertising markets in CEE. Slovakia s economy is the most rapidly growing in CEE. The report then investigates the following OTC distribution channels in each of the discussed countries: npharmaceutical wholesalers lsegment profile lmajor players npharmacy distribution lsegment profile lmajor players non-pharmacy sales non-line sales ncomparative analysis of OTC distribution in CEE. This is followed by a presentation of key players of local origin operating on the OTC market in Central and Eastern Europe, with special focus on the following data: nmarket strategy per manufacturer notc sales per manufacturer ntop OTC producers per country. see how to order 7

8 Life expectancy at birth in the Czech Republic is the longest in the CEE region. Crucial information concerning factors most strongly influencing the market completes the report, with attention given to the following elements: nkey macroeconomic and demographic indicators in CEE countries lmacroeconomic overview ldemographics ldrug expenditures nconsumer behaviour regarding OTC intake in CEE lotc intake lpopularity of self-treatment lthe pharmacist as a source of information lphysical activity lchanges in eating habits lincidence of smoking lalcohol use luse of anti-depressants nepidemiological trends lsubjective assessment of individual health llife expectancy at birth loverweight and obesity lallergies lheadaches and other kinds of pain lpsychological problems ldiabetes lsight problems lstress lcomparison of CEE and Western Europe. see how to order 8

9 The report is a must-read for anyone looking for top quality business intelligence on the OTC market in Central and Eastern Europe, and particularly to: nthe senior management of companies active in the region ndecision makers of companies considering entering the market notc manufacturers and producers npharmaceutical wholesalers and distributors nnon-pharmacy and on-line drug distributors npharmacy managers nadvertising agencies nresearch and analytical institutions nembassies and other government institutions. CEE citizens are more likely to take drugs in case of ailments than Western European citizens. see how to order 9

10 Selected PMR clients: ratiopharm 10

11 About PMR Ltd. Sp. z o.o. PMR Publications provides reliable market intelligence for business professionals interested in Central and Eastern European countries. Publications by PMR analyse the business climate in the region, in particular in the construction, retail, IT, telecommunications and pharmaceutical sectors. PMR Publications offers both free and paid subscription newsletters, internet news portals and indepth reports. To find out more about Poland and Central Eastern European countries please visit and as well as the regional and national sector portals dedicated to construction ( IT and telecom ( retail ( and pharma ( PMR Publications is a division of PMR Ltd. ( a publishing, consulting and market research company providing information, advice and services to international businesses interested in Central and Eastern Europe. With highly skilled staff, top ranked web sites and over ten years of experience, PMR is one of the largest companies of its type in the region. PMR Ltd. Sp. z o.o., ul. Supniewskiego 9, Krakow, Poland Questions about ordering? Contact our sales department: tel. /48/ fax /48/ sales@pmrcorporate.com

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