Global and APAC OTC trends (March 2013)

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This presentation wil provide you the latest trends (up to March 2013) on both Global and Asia Pacific OTC markets.
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  • Created: Carolyn Gauntlett, March 2012
  • Global and APAC OTC trends (March 2013)

    1. 1. Global and Asia-Pacific Trends in OTCOTC 在全球及亞太區的趨勢IMS Health Asia Pacific
    2. 2. AGENDA• IMS Experience in Consumer HealthIMS 在消費性保健市場的經驗• Global – Asia Pacific Market Update• Bringing OTC closer to the consumer• Highlights and conclusions2Client acknowledges and agrees that information provided in this document are confidential to IMS.Client shall not disclose or provide to any third party the whole or any part of the informationcontained in this document.Global and Asia Pacific Trends in OTC
    3. 3. ConsumerHealthOTCOver theCounterPACPatient CarePECPersonal CareNUTNutritionals• Licensed or unlicensed 執照與無執照• Pure OTC/Pharmacy only 指示用藥/藥局用藥• Examples: cough/cold, pain, digestive,vitamins and minerals, etc. 例如: 咳嗽/感冒徵狀, 疼痛, 消化系統, 維他命與礦物質 等• Products for beauty and hygiene美容與清潔衛生產品• Examples: Emollients, face andhair care, fragrances, oralhygiene 例如: 潤膚劑, 臉部和頭髮保養, 香氛, 口腔衛生• Examples: Test andmeasurement instruments,wound care, stoma care,contact lens care, etc. 例如: 檢測(量)儀器、傷口、造口照護、隱形眼鏡等• Examples: Infant andadult formulas, slimmingaids, diabetic foods,enteral nutritionalproducts, etc.• 例如: 嬰幼兒成人處方, 減重諮詢, 糖尿病患飲食, 口服營養品,等The Consumer Health Space 消費性保健產品範圍Global and Asia Pacific Trends in OTC
    4. 4. IMS - Unmatched in Scope & Scale, Dedicated toConsumer Healthcare IndustryIMS 在消費性保健產業有獨特的專業能力Global and Asia Pacific Trends in OTC
    5. 5. AGENDA• IMS Experience in Consumer Health• Global - Asia Pacific Market Update全球- 亞太區市場資訊更新• Bringing OTC closer to the consumer• Highlights and conclusions5Client acknowledges and agrees that information provided in this document are confidential to IMS.Client shall not disclose or provide to any third party the whole or any part of the informationcontained in this document.Global and Asia Pacific Trends in OTC
    6. 6. DEFINITIONS 定義Rx-bound / Semi-ethical OTC / Self-Medication6Non Rx-Bound(“total OTC”)Rx-Bound *Self-Medication includes registeredand unregistered productsBoughtwithPrescriptionBoughtwithoutPrescriptionSelf-Medication* Prescription (Rx) necessary bylaw to receive productSemi-ethicalGlobal and Asia Pacific Trends in OTC• Rx-bound: 處方藥• Semi-ethical OTC: 伴隨處方藥一起購買的產品• Self-medication: 與處方無關,用於自我療護的產品
    7. 7. THE BASIS for figures in this presentation簡報前背景說明 Annual sales to end Q3 2012 本簡報所引用的資料截至 Q3’12 Where local data is quoted reference period will be Q4 2012 Sales calculated at manufacturer prices 業績計算以製造廠建議售價 Growths based on previous years to Q3 業績成長對照去年同期 (Q3) Growths use latest exchange rate across all time periods 固定匯率 Local currency growth aggregated into Dollars Some qualifications UK data does not include mass market 整體市場不含英國資料 China data is China hospital, does not include retail 中國市場資料只有醫院端, 不含零售的部分7Global and Asia Pacific Trends in OTC
    8. 8. Region Definitions 區域的定義• EMEA• Western Europe• Central & Eastern Europe (CEE)• North America (US, Canada and Puerto Rico)• Latin America• AsiaPac• China• SE/N Asia• South Asia• Australasia• Japan8Global and Asia Pacific Trends in OTC
    9. 9. OTC continues the recent trend of outgrowing Pharma.OTC 近來的成長持續優於整體藥業11.18.29.47.36.46.85.25.56.24.63.32.23.34.26.04.65.46.37.0 7.0 6.94.612.2%11.6%11.1% 10.9% 10.7% 10.6% 10.7% 10.9% 10.9%11.2% 11.3%0%2%4%6%8%10%12%14%02468101214162002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012ValueGrowth(%)Year on Year Value Growth & OTC Share of Total PharmaMAT Q3 2012Total Pharma Total OTC OTC Share of Total PharmaTotal Pharma = $949Total OTC = $107Source: IMS OTC Global Analysis+ Estimates** - NB. Trend break due to change in estimation methodologyGlobal and Asia Pacific Trends in OTC
    10. 10. 10Top Corps contribution to growth fallingrapidly 知名企業貢獻成長速度快速下降Low number and quality output from R&D研發品質與數量均下降Generics dominating large therapyareas 非專利藥佔據大宗治療市場Demand constrained bypayers 需求是由付款人來決定的Key players building strong brandidentities 關鍵者建立顯著的品牌形象Payers keen to promote selfmedication 付款人熱衷推廣自我療癒Emerging markets have the critical mass toinfluence growth 新興市場扮演極大關鍵性的成長影響Companies seek to exploit switchopportunities 業界尋求轉變的機會Increasing access through newchannels 從新通路增加進入機會PHARMAOTCOTC benefits from a number of growth drivers while Pharmafaces significant constraints.OTC受益於多項成長因素, 而傳統處方藥品面臨多項挑戰Global and Asia Pacific Trends in OTC
    11. 11. 11Source: IMS OTC Global Analysis + EstimatesJapanAPAC Exc JapanLatin AmericaCEEMEAW EuropeN AmericaTotal OTC Total OTC18%-13%21%10%15%29%11%30%23%45%12%-1%Share of Sales Share of GrowthEmergingMarketsTotal OTCShare of Sales 49%Share of Growth 100%Emerging markets continue to drive global growth新興市場的成長推動全球的成長Global and Asia Pacific Trends in OTC
    12. 12. Of the key categories, VMS & Tonics posts the strongestgrowth while CCR suffers a poor year. 以重要類別而言, 維他命與營養補給品成長最快, 咳嗽感冒類藥物的表現最為遜色12Source: IMS OTC Global AnalysisCCRVMS & TONICSPAIN RELIEFDIGESTIVESKINALL OTHERS024681012140 1 2 3 4 5 6 7 8 9 10LatestYearGrowth(%)3 Years Average Growth (%)OTC Growth by Category: Long vs Short termGlobal Latest Year Growth 5.6%Global 3 Year Average Growth 5.4%Global and Asia Pacific Trends in OTC
    13. 13. Of the key categories Pain Relief post the strongest growth.在幾個主要類別中, 止痛劑市場的成長最為迅速13Source: IMS OTC Global AnalysisALL OTHERSVMS & TONICSCCRDIGESTIVEPAIN RELIEFSKIN051015202530350 5 10 15 20 25 30LatestYearGrowth(%)3 Years Average Growth (%)OTC Growth by Category: Long vs Short termAPAC Latest Year Growth 18.1%APAC 3 Year Average Growth 15.6%
    14. 14. To grow, mature markets must innovate while emergingcountries enjoy increase in base sales就成長來看, 相較於新興市場的成長, 成熟的市場需要有多的創新Base Value ChangePrice ChangeNew ProductsLine ExtensionsTotal ChangeBase Value ChangePrice ChangeNew ProductsLine ExtensionsTotal Change14Source: IMS OTC Global Analysis + EstimatesElements of Growth by Region – 5 Year Cumulative Growth %Global3871912-1W Europe56124-18N America10-71511-10CEE801527362L America9116223815APAC excl Japan1191841554Global and Asia Pacific Trends in OTC
    15. 15. Global and Asia Pacific Trends in OTCFor OTC, the pharmacy/drugstore remains the mostimportant channel and is growing在OTC市場, 藥局/房仍是最重要的通路且持續成長中Q4 2012 Total Market Audit / Value Sales% Share by channel % Growth by channelTotal OTC MarketPharmacyHospitalClinics
    16. 16. In the pharmacy channel, Over The Counter (OTC) shareOf sales are at par with the rest of Asia Pacific在台灣的藥局通路, OTC的市佔率與日本以外的亞太區相近Shareofsalesin%Source: IMS CH Core SMR / Local Audits APAC MAT Sept ‘12Global and Asia Pacific Trends in OTC
    17. 17. Global and Asia Pacific Trends in OTCOtherVitamins6.0%CCR9.5%Antacids6.8%Pain Relief6.1%Skin12.2%All others59.3%% Share Key CategoriesSource: IMS OTC Global AnalysisLifestyle orientated categories show growth above market與生活型態相關的類別(例如維它命)之成長遠優於市場% Growth key categoriesTOTAL OTCAll OthersSkinPain ReliefAntacidsCCROther Vitamins
    18. 18. AsiaPac OTC – Key Categories (56%)Value Share (%)As a category, “All others” play a key role in Asia Pacific以類別而言, 在亞太區 “其它類” 佔有一席之地Global and Asia Pacific Trends in OTCTaiwan OTC – Key Categories (44%)Value Share (%)Source: IMS OTC Global Analysis
    19. 19. AGENDA• IMS Experience in Consumer Health• Global – Asia Pacific Market Update• Bringing OTC closer to the consumer拉近 OTC 和消費者的距離• Highlights and conclusionsClient acknowledges and agrees that information provided in this document are confidential to IMS.Client shall not disclose or provide to any third party the whole or any part of the informationcontained in this document.Global and Asia Pacific Trends in OTC
    20. 20. There is a growing push in society towards preventativehealth and nutrition 大部份的國家都著重在預防醫學及營養品市場Awareness媒體提高對更益於健康之生活型態的關注Adoption新興市場仿效美日對健康補給品需求的趨勢Payers付款人開始強調預防性治療的長遠好處Future不僅是營養品, 整體市場未來的強勁成長是可預期地Global and Asia Pacific Trends in OTC
    21. 21. Many of the key OTC growth drivers influence the trendtowards a stronger focus on the consumer能讓OTC成長的因素就是要更注重消費者Top Corps contribution to growthfalling rapidlyLow number and quality output fromR&DGenerics dominating largetherapy areasDemand constrained bypayersKey players building strong brandidentitiesPayers keen to promote selfmedicationEmerging markets have the critical mass toinfluence growthCompanies seek to exploit switchopportunitiesIncreasing access through newchannelsPHARMAOTCGlobal and Asia Pacific Trends in OTC
    22. 22. In Europe consumers continue to enjoy easier access toOTC medicines ...small steps but in the same direction在歐洲消費者可以很容易的購得OTC藥品…1900s 1990s 2000 2001 2003 2005 2006 2007 2009 2011NL: 1921OTC productsin drugstores(supervised bya druggist)UK: 1991First pharmacyopens in asupermarketGermany:From 1999Some Herbals/Supplementscan be sold indrugstores,supermarkets/discountersPoland:From 2000limited OTCproducts canbe sold innon-pharmacyoutletsPortugal:August 2005All OTC productscan be sold innon-pharmacyoutletsItaly:September2006All OTCProducts canbe sold inSupermarketCornerssupervised bya pharmacistHungary:February 2007Many OTCproducts can besold in non-pharmacyoutletsSweden:2009Selected OTCproducts canbe soldoutsidepharmacychannelJuly 2009Norway:From 200333 activesGSL includingsome NRT,Pain and CCR.GSLexpanded in2009.Denmark:2001NRT, Pain,CCR & GIincluded inGSL non-pharmacyoutletsFrance:Self selection2010Selected OTCproductsavailable forself-selection inpharmaciesDenmark:20112 year defaultGSL status forRx/OTCswitchesGlobal and Asia Pacific Trends in OTC
    23. 23. IMS Health - Global OTC Trend UpdateDe-reimbursed Products: Total € Sales Index vs Year Ago11386 849389 889791 9390 8894554851 51 525550 5249 49020406080100120Month 0 Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month10Germany FranceThe de-reimbursement in Germany and France highlights howOTC brands need to anticipate consumer demandOTC 品牌迫切需要去預期消費者的需求Sales Index is calculated on a monthly basis vs the equivalent month 1 year agoSource: French Pharmatrend23
    24. 24. PharmacyMass MarketMail OrderMass MarketPharmacyDrugstorePharmacySupermarketMass MarketPharmacyPharmacyMass MarketMass Market - NewPharmacy-20-15-10-505101520250 1 2 3 4 5 6LatestYearGrowth(%)Channel Contribution to OTC & GrowthGermany Italy NL Portugal UK SwedenSize of Bubblerepresentschannel shareof country salesAnd consumer appreciation of convenience is shown byrelative growth of non-pharmacy channels對消費者的方便性是導致非藥局通路OTC產品成長的重要因素PharmacyMass MarketGlobal and Asia Pacific Trends in OTC
    25. 25. The consumers in Asia-Pacific are already moving in thesame direction in varying degrees of access亞太區的消費者在不同國家正以不同程度的步伐往這個方向邁進Retail channels drive growth evenin hospital dominated marketsHighly commoditized OTC marketsshow strong growthEntry into new channels/categories are seen torejuvenate pharmacy driven marketsGlobal and Asia Pacific Trends in OTC
    26. 26. Increase in OTC expenditure highlights consumers growinghealth awarenessOTC 產品花費的增加反映了消費者健康意識的抬頭26Source: IMS OTC Global Analysis127403623 221310 10 9 82 288%-12%-2% -4% -4%-1%32%11% 11%3%11%14%19%-80%-60%-40%-20%0%20%40%020406080100120140YearonYearChange(%)DOLLARSOTC Expenditure per Capita ($) - APAC exc Japan CountriesSource: OTC GlobalAnalysis at publicpricesGlobal and Asia Pacific Trends in OTC
    27. 27. The advisory role of the pharmacist is key to influencingbrand choice 藥師的諮詢是影響品牌選擇的主要因素•Doctor/Staffrecommendation andWord of Mouth are key•>60% shoppers arewilling to ask apharmacist for advice•Higher Income & welleducated more likely tovisit Drugstores•50% visit in evening.Elderly tend to visit inmorning•70% don’t have specificbrand plan•Young male, low incomeless likely to have plan•Pain Relief shoppers lesslikely to have brand plan•Top 3 ailments suffered•Cold/Flu (感冒)•Headache (頭痛)•Tiredness (疲勞)ShopperProfile消費者型態與種類ShoppingPlan購買計畫PurchaseTriggers採購決策的重點DrugstoreVisits到藥局購買的行為Source: Shopper Insights Study, IMS ChinaGlobal and Asia Pacific Trends in OTC
    28. 28. AGENDA• IMS Experience in Consumer Health• Global – Asia Pacific Market Update• Bringing OTC closer to the consumer• Highlights and conclusions 總結Client acknowledges and agrees that information provided in this document are confidential to IMS.Client shall not disclose or provide to any third party the whole or any part of the informationcontained in this document.Global and Asia Pacific Trends in OTC
    29. 29. Future OTC growth will continue to come from theemerging markets 未來OTC的成長仍持續來自新興市場Forecasted OTC Growth rate5 yr CAGR 2011-20168.30.44.22.117.115.48.002468101214161820Global Japan Europe N America Latin Am SE Asia OthersForecastAnnualGrowthRate(%)Source: IMS OTC Global Analysis Global OTC will continue to posthealthy growth, driven largelyby emerging markets. 新興市場帶動全球OTC市場成長, 以下特別提到各區主要成長貢獻來源 CEE (中歐) markets will stilldrive European growth …although at a slower pace West Europe +1.6% CEE +8.8% In the Americas, North Americais likely to remain stable overthe next five years while Latam(拉丁美洲) fuels future growth. APAC, dominated by China (中國), will also continue to returnstrong growth over the mediumterm.Global and Asia Pacific Trends in OTC
    30. 30. As a result of the evolving channel environment,Excellence in Execution is key基於大環境的不斷創新精進,卓越的執行力是關鍵PharmacistHCPsMass MarketWholesalersConsumersKey AccountManagement:Clear role for eachbrand within eachcategory.重要客户管理:每一類别中每一廠牌有明確的角色DifferentiatedCustomer calls:Individual messagefor each store withsuitable frequency差異性的對談:對每一位對象採用個別的銷售訊息Consistent Message:Building a strong brand identity ina multi-media environment在多媒體的環境中創建一個強势的品牌Recommendation:How important is the HCProle and how to optimisewithin the marketing mix建議:了解HCP的角色的重要性,及如何在行銷組合中達到最大成效Global and Asia Pacific Trends in OTC
    31. 31. OTC remains attractive as it continues to outpace PharmaOTC引人注目, 因為它比傳統成藥市場成長的更快• And as a result the market becomes more competitiveWithin Europe the picture is less promising, but the main long-term geographicgrowth opportunities remain in CEE歐洲情況不樂觀,主要的成長機會還是在CEEThe Americas remains a contrast between the developed Northern markets and theemerging Southern markets, dominated by US and Brazil respectively美國是北美的主要市場, 巴西是南美洲的主要市場APAC markets will be crucial battlegrounds of the future.亞太區是末來存亡的決戰地• MNC’s must find a way to successfully unlock the potential.• Local manufacturers will need to defend their positionHighlights & Conclusions總結Global and Asia Pacific Trends in OTC
    32. 32. For more information on the content of thispresentation please contact:Kathy TeSr. Manager – Offering ManagementConsumer Health – Asia PacificEmail : kte@ph.imshealth.comPhone Number: + 63 (2) 588-5408Thank You!

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