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Consumer Health in Pakistan

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  • 1. Consumer Health in PakistanReport Details:Published:September 2012No. of Pages:Price: Single User License – US$2400Discover the latest market trends and uncover sources of future market growth for the ConsumerHealth industry in Pakistan with research from Euromonitors team of in-country analysts.The Consumer Health in Pakistan market research report includes:•Analysis of key supply-side and demand trends•Detailed segmentation of international and local products•Historic volumes and values, company and brand market shares•Five year forecasts of market trends and market growth•Robust and transparent market research methodology, conducted in-countryOur market research reports answer questions such as:•What is the market size of Consumer Health in Pakistan?•What are the major brands in Pakistan?•What are the main trends in OTC Healthcare?•Why buy this report?•Gain competitive intelligence about market leaders•Track key industry trends, opportunities and threats•Inform your marketing, brand, strategy and market development, sales and supply functionsEXECUTIVE SUMMARYConsumer health sees steady growth in 2011Consumer health continued to experience steady growth in Pakistan. High population growth rate,deteriorating healthcare conditions and rising incidence of seasonal diseases were primary factorscontributing to the growth of the consumer health industry. Natural disasters such as floods alsohad a role in the growth of consumer health in Pakistan. The media have taken an improved rolein improving access to information across Pakistan, so more Pakistanis are aware of healthcaretreatments and medications available to them. Even within rural areas of Pakistan, awarenessregarding healthcare is being actively promoted and companies are also increasing theirdistribution networks to ensure that basic OTC medicines are available across the country.Dengue fever outbreak drives demand across certain sectorsIn 2011 dengue fever became a major epidemic to deal with across the country, spurring leadingcompanies to redesign their strategies and focus more on production of some medicines over theother. Higher demand for acetaminophen in Pakistan particularly affected this category, withPanadol and Disprin amongst the popular brands which witnessed increased volume sales
  • 2. throughout the year as a result of this outbreak.Multinational companies continue to dominate in 2011Multinational companies continued to dominate the consumer health environment in Pakistan in2011. Local firms are also experiencing phenomenal growth, but the market is dominated bymultinationals because of stronger brand affiliation and better positioning. Additionally, there is aninnate fear amongst Pakistanis that local medicines might compromise quality, because of whichthey prefer international medicine. Nonetheless, local companies are emerging and in somecases, are capturing value shares from multinational companies.Chemists/pharmacies and parapharmacies/drugstores remain key channelsChemists/pharmacies and parapharmacies/drugstores still accounted for the majority of consumerhealth sales in 2011. The retail landscape of the consumer health industry is changing, and therise of urbanisation has brought with it a substantial increase in the number of departmental storesand hypermarkets across the country. Such retail outlets also carry basic OTC products to cater toa wider range of consumers. Furthermore, there has also been an increase in internet retailingpertaining to consumer health products. Pharmagen Pharmacy and Axact Online Pharmacy aretwo recent entrants in the cyberworld, providing improved access to consumer health productsthrough the internet.Stable future growth prospects for consumer health industryAn increasing population growth rate, deteriorating healthcare conditions and the rising incidenceof disease across the country indicate positive growth opportunities for the consumer healthindustry in Pakistan. Better information about medication and increasing awareness amongst thePakistani population about health treatments also indicate that the industry will experience growthover the forecast period. Government initiatives and overwhelming civil response to deterioratinghealthcare conditions ensure that distribution networks will improve and better access to consumerhealth products will be possible across all segments of the Pakistani market.Get your copy of this report @http://www.reportsnreports.com/reports/194458-consumer-health-in-pakistan.htmlMajor points covered in Table of Contents of this report includeTable of ContentsConsumer Health in Pakistan - Industry OverviewEXECUTIVE SUMMARYConsumer health sees steady growth in 2011Dengue fever outbreak drives demand across certain sectorsMultinational companies continue to dominate in 2011Chemists/pharmacies and parapharmacies/drugstores remain key channelsStable future growth prospects for consumer health industryKEY TRENDS AND DEVELOPMENTSDengue outbreak has implications on demand for healthcareCompanies push marketing and distribution in economic downturnGrowth in internet retailing
  • 3. MARKET INDICATORSTable 1 Consumer Expenditure on Health Goods and Medical Services 2006-2011Table 2 Life Expectancy at Birth 2006-2011MARKET DATATable 3 Sales of Consumer Health by Category: Value 2006-2011Table 4 Sales of Consumer Health by Category: % Value Growth 2006-2011Table 5 Consumer Health Company Shares 2007-2011Table 6 Consumer Health Brand Shares 2008-2011Table 7 Sales of Consumer Health by Distribution Format: % Analysis 2006-2011Table 8 Sales of Consumer Health by Category and Distribution Format: % Analysis 2010Table 9 Forecast Sales of Consumer Health by Category: Value 2011-2016Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2011-2016APPENDIXOTC registration and classificationVitamins and dietary supplements registration and classificationSelf-medication/self-care and preventative medicineSwitchesDEFINITIONSSOURCESSummary 1 Research SourcesConsumer Health in Pakistan - Company ProfilesAGP (Pvt) Ltd in Consumer Health (Pakistan)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 3 AGP (Pvt) Ltd: Competitive Position 2011Highnoon Laboratories Ltd in Consumer Health (Pakistan)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 6 Highnoon Laboratories Ltd: Competitive Position 2011Searle Pakistan Ltd in Consumer Health (Pakistan)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONSummary 9 Searle Pakistan Ltd: Production Statistics 2011COMPETITIVE POSITIONING
  • 4. Summary 10 Searle Pakistan Ltd: Competitive Position 2011Adult Mouth Care in Pakistan - Category AnalysisHEADLINESTRENDSCurrent value growth of 7% was witnessed in adult mouth care in Pakistan, due to the increasingprevalence of mouth-related diseases amongst consumers. Companies are also actively investingin marketing and advertising to educate consumers regarding possible remedies available to themfor various mouth problems, including sores and ulcers.SWITCHESCOMPETITIVE LANDSCAPEAbbott Laboratories and Reckitt Benckiser are the long-time market leaders in the category, withtheir brands SomoGel and Bonjela catering to a vast majority of the market. In particular, SomoGelmaintained its leading position, benefiting from a loyal pool of customers throughout the reviewperiod.PROSPECTSA constant value CAGR of 1% is predicted for the category over the forecast period.CATEGORY DATATable 11 Sales of Adult Mouth Care: Value 2006-2011Table 12 Sales of Adult Mouth Care: % Value Growth 2006-2011Table 13 Adult Mouth Care Company Shares 2007-2011Table 14 Adult Mouth Care Brand Shares 2008-2011Table 15 Forecast Sales of Adult Mouth Care: Value 2011-2016Table 16 Forecast Sales of Adult Mouth Care: % Value Growth 2011-2016Analgesics in Pakistan - Category AnalysisHEADLINESTRENDSThe onset of dengue fever during 2011 resulted in increased demand for analgesics during 2011,as it was the most widely recommended medication for sufferers. Consumers who suffered fromfever were particularly concerned that they had caught dengue, and as a result, demand forparacetamol increased significantly, particularly towards the end of the year.SWITCHESCOMPETITIVE LANDSCAPEGlaxoSmithKline Pakistan Ltd was the leader in the analgesics category, with a current valueshare of 26%. Abbott Laboratories was the second most popular manufacturer of analgesics inPakistan. These companies combined accounted for 50% of the total sales of analgesics.PROSPECTSAnalgesics is expected to show stable growth over the forecast period. The continuing reputationof paracetamol brands as products which can help address multiple complaints will continue toensure stable demand.CATEGORY DATATable 17 Sales of Analgesics by Category: Value 2006-2011Table 18 Sales of Analgesics by Category: % Value Growth 2006-2011
  • 5. Table 19 Analgesics Company Shares 2007-2011Table 20 Analgesics Brand Shares 2008-2011Table 21 Forecast Sales of Analgesics by Category: Value 2011-2016Table 22 Forecast Sales of Analgesics by Category: % Value Growth 2011-2016Calming and Sleeping in Pakistan - Category AnalysisHEADLINESTRENDSCalming and sleeping products saw current value growth of 24% in 2011, due to changinglifestyles in Pakistan. As the pace of life picks up, people experience higher levels of stress, whichnegatively affects their sleep and psychological health. Increasing education and product supplyalso contributed to category sales.SWITCHESCOMPETITIVE LANDSCAPESpenser Pharma Pvt Ltd remained by far the leader with an approximate 39% value share ofcalming and sleeping products in 2011. This position was undisputed thanks to its developeddistribution network, whereby most of the company’s production is available in both pharmaciesand non-specialist stores. Moreover the company offers products in different-sized packagingformats, which gives consumers a chance to choose how much to buy, whilst other companies’packaging formats are limited in variety.PROSPECTSThe calming and sleeping category is predicted to see a constant value CAGR of 5% over theforecast period. This will be due to the growing incidence of stress-related ailments, as well asrising awareness of stress-relief medicines. Self-medication is expected to grow, positivelyimpacting performance.CATEGORY DATATable 23 Sales of Calming and Sleeping: Value 2006-2011Table 24 Sales of Calming and Sleeping: % Value Growth 2006-2011Table 25 Calming and Sleeping Company Shares 2007-2011Table 26 Calming and Sleeping Brand Shares 2008-2011Table 27 Forecast Sales of Calming and Sleeping: Value 2011-2016Table 28 Forecast Sales of Calming and Sleeping: % Value Growth 2011-2016Cough, Cold and Allergy (Hay Fever) Remedies in Pakistan - Category AnalysisHEADLINESTRENDSRegular weather change is an ongoing phenomenon in Pakistan, causing coughs, colds andallergies on a regular basis. The year 2011 was worse because the situation was aggravated bythe floods in southern Punjab and Sindh. More health awareness about the use of medication assoon as symptoms of a cough, cold or allergy are felt has led to substantial increase in sales of thecategory over the years.SWITCHESCOMPETITIVE LANDSCAPEJohnson & Johnson Pakistan was leading the category in 2011, with a value share of 12%. Procter
  • 6. and Gamble Pakistan was the second leader with a 10% value share.PROSPECTS5% constant value CAGR is expected for the forecast period. Population increase and increasingawareness amongst people regarding treatments available will be most responsible for thisgrowth.CATEGORY DATATable 29 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2006-2011Table 30 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth2006-2011Table 31 Cough, Cold and Allergy (Hay Fever) Remedies Company Shares 2007-2011Table 32 Cough, Cold and Allergy (Hay Fever) Remedies Brand Shares 2008-2011Table 33 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value2011-2016Table 34 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % ValueGrowth 2011-2016Digestive Remedies in Pakistan - Category AnalysisHEADLINESTRENDSDigestive remedies witnessed continued demand throughout the review period, mainly due to theongoing lack of clean water around the country.SWITCHESCOMPETITIVE LANDSCAPEGlaxoSmithKline Pakistan Ltd and Johnson & Johnson Pakistan led sales in 2011 with valueshares of 10% and 9% respectively. These multinationals enjoy a high level of credibility amongstconsumers due to their established brands. Eno Salt is an antacid produced by GlaxoSmithKline,which is marketed through TV advertisements; it is not prescribed by doctors.PROSPECTSA constant value CAGR of 4% is predicted for the forecast period. Growth is expected in thecategory because of the increasing unavailability of clean drinking water and gastrointestinalproblems caused by concurrent natural disasters like floods. Unhealthy eating habits also play amajor role in the expected increase of the category.CATEGORY DATATable 35 Sales of Digestive Remedies by Category: Value 2006-2011Table 36 Sales of Digestive Remedies by Category: % Value Growth 2006-2011Table 37 Digestive Remedies Company Shares 2007-2011Table 38 Digestive Remedies Brand Shares 2008-2011Table 39 Forecast Sales of Digestive Remedies by Category: Value 2011-2016Table 40 Forecast Sales of Digestive Remedies by Category: % Value Growth 2011-2016Ear Care in Pakistan - Category AnalysisHEADLINESTRENDSCurrent value growth of 16% was seen in ear care in 2011. The category remained extremely
  • 7. small in the country. However, high growth can be attributed to the growing incidence of earproblems in Pakistan, the most common of which is water entering the ears, a common aftermathof floods.SWITCHESCOMPETITIVE LANDSCAPEGlaxoSmithKline was the market leader in the category, with a current value share of 45%, mainlyattributed to Betnesol-N Ear Drops, its leading ear care brand.PROSPECTSA constant value CAGR of 1% is expected over the forecast period, underlined by minimal activityexpected from key players such as GlaxoSmithKline.CATEGORY DATATable 41 Sales of Ear Care: Value 2006-2011Table 42 Sales of Ear Care: % Value Growth 2006-2011Table 43 Ear Care Company Shares 2007-2011Table 44 Ear Care Brand Shares 2008-2011Table 45 Forecast Sales of Ear Care: Value 2011-2016Table 46 Forecast Sales of Ear Care: % Value Growth 2011-2016Eye Care in Pakistan - Category AnalysisHEADLINESTRENDSGrowth of 19% in terms of value was seen in eye care in 2011. Long hours of work on computersand degradation of the environment combine to pose problems for the eyes, like dryness orredness. Medicines are consumed not only to combat these problems, but also for prevention ofany such symptoms. Eye diseases like rheum are extremely common in Pakistan, and there is awidespread epidemic each year of such eye infections. Such factors contribute to the high growthof the category.SWITCHESCOMPETITIVE LANDSCAPESchazoo Laboratories and Ethical Laboratories remained the leaders in eye care in terms of valueshare, with their products Curine and Fresh Eye Drops being the brand leaders in the category.These products are well established and distributed in the market, to the extent that they are thetop choices for customers at pharmacies and drugstores. Even pharmacists prefer these brands toothers when customers do not request any specific eye care brand.PROSPECTSA constant value CAGR of 5% is expected for the forecast period, owing to the increasingprevalence of eye problems like infections and dryness caused by pollution and increased timespent looking at computers or televisions.CATEGORY DATATable 47 Sales of Eye Care by Category: Value 2006-2011Table 48 Sales of Eye Care by Category: % Value Growth 2006-2011Table 49 Standard Eye Care by Format: % Value Breakdown 2007-2011Table 50 Standard Eye Care by Positioning 2007-2011
  • 8. Table 51 Eye Care Company Shares 2007-2011Table 52 Eye Care Brand Shares 2008-2011Table 53 Forecast Sales of Eye Care by Category: Value 2011-2016Table 54 Forecast Sales of Eye Care by Category: % Value Growth 2011-2016Herbal/Traditional Products in Pakistan - Category AnalysisHEADLINESTRENDSDemand for herbal products in Pakistan is high, because of the perceived benefits these productshave, and the fact that they have no associated side effects. Benefits are communicated by theelderly who strongly recommend the use of herbal products to cure certain ailments.COMPETITIVE LANDSCAPEThe main leader driving sales in 2011 was Qarshi Industries (Pvt) Ltd, which owns the largestproduct portfolio. The company is investing in product development and distribution, using thebenefit of sales through non-specialist channels.PROSPECTSHerbal/traditional products is expected to see a constant value CAGR of 2% over the forecastperiod. Value growth for herbal products is expected as people are aware of the benefits of herbalproducts over standard alternatives. Awareness of these benefits is passed down from onegeneration to the next.CATEGORY DATATable 55 Sales of Herbal/Traditional Products: Value 2006-2011Table 56 Sales of Herbal/Traditional Products: % Value Growth 2006-2011Table 57 Herbal/Traditional Products Company Shares 2007-2011Table 58 Herbal/Traditional Products Brand Shares 2008-2011Table 59 Forecast Sales of Herbal/Traditional Products: Value 2011-2016Table 60 Forecast Sales of Herbal/Traditional Products: % Value Growth 2011-2016Medicated Skin Care in Pakistan - Category AnalysisHEADLINESTRENDSPollution and the unhealthy environment continued to contribute to much of the growth of thecategory. Personal appearance is also a huge concern for people today, and in order to avoid anysocial stigmas, they are highly dependent on medicated skin care.SWITCHESCOMPETITIVE LANDSCAPEAbbott Laboratories Pakistan Ltd was the leading company in 2011 with a value share of 36%, asit has the widest assortment of skin care products and is continuously investing in its distributionnetwork. Brands including Rashnil are highly advertised through TV channels and are known toconsumers. The company’s brand Selsun is the most popular medicated shampoo brand and hasa wide presence across the market in Pakistan.PROSPECTSMedicated skin care is expected to grow into the forecast period, driven by problems caused bypollution, or merely because of increased awareness regarding benefits of medicated skin care
  • 9. products.CATEGORY DATATable 61 Sales of Medicated Skin Care by Category: Value 2006-2011Table 62 Sales of Medicated Skin Care by Category: % Value Growth 2006-2011Table 63 Medicated Skin Care Company Shares by Value 2007-2011Table 64 Medicated Skin Care Brand Shares 2008-2011Table 65 Hair Loss Treatments Brand Shares 2008-2011Table 66 Forecast Sales of Medicated Skin Care by Category: Value 2011-2016Table 67 Forecast Sales of Medicated Skin Care by Category: % Value Growth 2011-2016Vitamins and Dietary Supplements in Pakistan - Category AnalysisHEADLINESTRENDSVitamins and dietary supplements products are usually consumed as prescribed by a doctor, butincreasing literacy amongst the Pakistani population and increasing awareness regarding self-medication have led to the growth of this category.VITAMINSDIETARY SUPPLEMENTSCOMPETITIVE LANDSCAPEGlaxoSmithKline Pakistan Ltd has a wide range of vitamins and dietary supplements, which givesit an advantage over other companies since it provides a greater choice for customers. Even withregards to marketing, the company is aggressive in promoting products and awareness. Togetherwith international experts, the company aims to enhance the understanding of individualsregarding the use of particular vitamins or supplements.PROSPECTSVitamins and dietary supplements are expected to see a constant value CAGR of 6% over theforecast period. It is expected that increasing awareness will bring an increasing number of peopleto this category each year.CATEGORY DATATable 68 Sales of Vitamins and Dietary Supplements by Category: Value 2006-2011Table 69 Sales of Vitamins and Dietary Supplements by Category: % Value Growth 2006-2011Table 70 Dietary Supplements by Positioning 2007-2011Table 71 Vitamins and Dietary Supplements Company Shares 2007-2011Table 72 Vitamins and Dietary Supplements Brand Shares 2008-2011Table 73 Vitamins Brand Shares 2008-2011Table 74 Dietary Supplements Brand Shares 2008-2011Table 75 Forecast Sales of Vitamins and Dietary Supplements by Category: Value 2011-2016Table 76 Forecast Sales of Vitamins and Dietary Supplements by Category: % Value Growth2011-2016Weight Management in Pakistan - Category AnalysisHEADLINESTRENDSExercise or a healthy diet is not a part of the average Pakistani’s daily routine, because of which
  • 10. obesity is becoming increasingly common. However, today, more people are aware of the healthcomplications caused by obesity, because of which there is a large demand for weightmanagement products. The category is still small because of the perceived side effects of theproducts. However, it is experiencing high growth.COMPETITIVE LANDSCAPEGetz Pharma was the leading company for weight management products with a current valueshare of 26% in 2011, followed by Highnoon Laboratories with a current value share of 22%.These were the first companies to enter the category; they have a strong foothold in the marketand have stronger brand equity.PROSPECTSWeight management is predicted to see ongoing growth over the forecast period with a constantvalue CAGR of 2%. This growth will be driven by the increased awareness regarding healthcomplications associated with obesity.CATEGORY DATATable 77 Sales of Weight Management by Category: Value 2006-2011Table 78 Sales of Weight Management by Category: % Value Growth 2006-2011Table 79 Weight Management Company Shares 2007-2011Table 80 Weight Management Brand Shares 2008-2011Table 81 Forecast Sales of Weight Management by Category: Value 2011-2016Table 82 Forecast Sales of Weight Management by Category: % Value Growth 2011-2016Wound Care in Pakistan - Category AnalysisHEADLINESTRENDSThis category continued to grow alongside the growth of the literacy rate in the country, and alsodoctors spreading the word about these products, particularly in rural areas, had a significantimpact on demand. Moreover, people are increasingly aware of the possible infections that canresult if wounds are cared for ineffectively, so they increasingly take precautionary measures.COMPETITIVE LANDSCAPEUniferoz (Pvt) Ltd and BSN Medical Pakistan (Pvt) Ltd lead the category with their respectiveSaniplast and Elastoplast brands. These companies mostly invest in distribution and theirwidespread availability is key to their success.PROSPECTSIt is expected that the category will see a constant value CAGR of 2% over the forecast period.Constant growth is taking place due to injuries sustained during sport, work and other activities.Steady growth will continue as there are no likely threats.CATEGORY DATATable 83 Sales of Wound Care by Category: Value 2006-2011Table 84 Sales of Wound Care by Category: % Value Growth 2006-2011Table 85 Wound Care Company Shares 2007-2011Table 86 Wound Care Brand Shares 2008-2011Table 87 Forecast Sales of Wound Care by Category: Value 2011-2016Table 88 Forecast Sales of Wound Care by Category: % Value Growth 2011-2016
  • 11. Contact: sales@reportsandreports.com for more information.

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