Global and APAC OTC trends (March 2013)

Global and Asia-Pacific Trends in OTC
OTC 在全球及亞太區的趨勢
IMS Health Asia Pacific

AGENDA
• IMS Experience in Consumer Health
IMS 在消費性保健市場的經驗
• Global – Asia Pacific Market Update
• Bringing OTC closer to the consumer
• Highlights and conclusions
2
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 information
contained in this document.
Global and Asia Pacific Trends in OTC

Consumer
Health
OTC
Over the
Counter
PAC
Patient Care
PEC
Personal Care
NUT
Nutritionals
• 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 and
hair care, fragrances, oral
hygiene 例如: 潤膚劑, 臉部和頭髮
保養, 香氛, 口腔衛生
• Examples: Test and
measurement 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 and
adult formulas, slimming
aids, diabetic foods,
enteral nutritional
products, 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

IMS - Unmatched in Scope & Scale, Dedicated to
Consumer Healthcare Industry
IMS 在消費性保健產業有獨特的專業能力

AGENDA
• Global - Asia Pacific Market Update
全球- 亞太區市場資訊更新
5

DEFINITIONS 定義
Rx-bound / Semi-ethical OTC / Self-Medication
6
Non Rx-Bound
(“total OTC”)
Rx-Bound *
Self-Medication includes registered
and unregistered products
Bought
with
Prescription
Bought
without
Prescription
Self-
Medication
* Prescription (Rx) necessary by
law to receive product
Semi-
ethical
• 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

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

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
• Japan
8Global and Asia Pacific Trends in OTC

OTC continues the recent trend of outgrowing Pharma.
OTC 近來的成長持續優於整體藥業
11.1
8.2
9.4
7.3
6.4
6.8
5.2
5.5
6.2
4.6
3.3
2.2
3.3
4.2
6.0
4.6
5.4
6.3
7.0 7.0 6.9
4.6
12.2%
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%
0
2
4
6
8
10
12
14
16
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
ValueGrowth(%)
Year on Year Value Growth & OTC Share of Total Pharma
MAT Q3 2012
Total Pharma Total OTC OTC Share of Total Pharma
Total Pharma = $949
Total OTC = $107
Source: IMS OTC Global Analysis+ Estimates
*
* - NB. Trend break due to change in estimation methodology

10
Top Corps contribution to growth falling
rapidly 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 therapy
areas 非專利藥佔據大宗治療市場
Demand constrained by
payers 需求是由付款人來決定的
Key players building strong brand
identities 關鍵者建立顯著的品牌形象
Payers keen to promote self
medication 付款人熱衷推廣自我療癒
Emerging markets have the critical mass to
influence growth 新興市場扮演極大關鍵性的成長影響
Companies seek to exploit switch
opportunities 業界尋求轉變的機會
Increasing access through new
channels 從新通路增加進入機會
PHARMA
OTC
OTC benefits from a number of growth drivers while Pharma
faces 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

11
Source: IMS OTC Global Analysis + Estimates
Japan
APAC Exc Japan
Latin America
CEEMEA
W Europe
N America
Total OTC Total OTC
18%
-13%
21%
10%
15%
29%
11%
30%
23%
45%
12%
-1%
Share of Sales Share of Growth
Emerging
Markets
Total OTC
Share 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

Of the key categories, VMS & Tonics posts the strongest
growth 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
12
Source: IMS OTC Global Analysis
CCR
VMS & TONICS
PAIN RELIEF
DIGESTIVESKIN
ALL OTHERS
0
2
4
6
8
10
12
14
0 1 2 3 4 5 6 7 8 9 10
LatestYearGrowth(%)
3 Years Average Growth (%)
OTC Growth by Category: Long vs Short term
Global Latest Year Growth 5.6%
Global 3 Year Average Growth 5.4%

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
13
ALL OTHERS
VMS & TONICS
CCR
DIGESTIVE
PAIN RELIEF
SKIN
0
5
10
15
20
25
30
35
0 5 10 15 20 25 30
LatestYearGrowth(%)
3 Years Average Growth (%)
OTC Growth by Category: Long vs Short term
APAC Latest Year Growth 18.1%
APAC 3 Year Average Growth 15.6%

To grow, mature markets must innovate while emerging
countries 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 Change
Price Change
New Products
Line Extensions
Total Change
Base Value Change
Price Change
New Products
Line Extensions
Total Change
14
Source: IMS OTC Global Analysis + Estimates
Elements of Growth by Region – 5 Year Cumulative Growth %
Global
38
7
19
12
-1
W Europe
5
6
12
4
-18
N America
10
-7
15
11
-10
CEE
80
15
27
36
2
L America
91
16
22
38
15
APAC excl Japan
119
18
41
5
54

For OTC, the pharmacy/drugstore remains the most
important 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 channel
Total OTC Market
Pharmacy
Hospital
Clinics

In the pharmacy channel, Over The Counter (OTC) share
Of 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 ‘12

Other
Vitamins
6.0%
CCR
9.5%
Antacids
6.8%
Pain Relief
6.1%
Skin
12.2%
All others
59.3%
% Share Key Categories
Lifestyle 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 categories
TOTAL OTC
All Others
Skin
Pain Relief
Antacids
CCR
Other Vitamins

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
Taiwan OTC – Key Categories (44%)
Value Share (%)

AGENDA
拉近 OTC 和消費者的距離

There is a growing push in society towards preventative
health 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

Many of the key OTC growth drivers influence the trend
towards 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 growth
falling rapidly
Low number and quality output from
R&D
Generics dominating large
therapy areas
Demand constrained by
payers
Key players building strong brand
identities
Payers keen to promote self
medication
Emerging markets have the critical mass to
influence growth
Companies seek to exploit switch
opportunities
Increasing access through new
channels
PHARMA
OTC

In Europe consumers continue to enjoy easier access to
OTC 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 2011
NL: 1921
OTC products
in drugstores
(supervised by
a druggist)
UK: 1991
First pharmacy
opens in a
supermarket
Germany:
From 1999
Some Herbals
/Supplements
can be sold in
drugstores,
supermarkets
/discounters
Poland:
From 2000
limited OTC
products can
be sold in
non-
pharmacy
outlets
Portugal:
August 2005
All OTC products
can be sold in
non-pharmacy
outlets
Italy:
September
2006
All OTC
Products can
be sold in
Supermarket
Corners
supervised by
a pharmacist
Hungary:
February 2007
Many OTC
products can be
sold in non-
pharmacy
outlets
Sweden:
2009
Selected OTC
products can
be sold
outside
pharmacy
channel
July 2009
Norway:
From 2003
33 actives
GSL including
some NRT,
Pain and CCR.
GSL
expanded in
2009.
Denmark:
2001
NRT, Pain,
CCR & GI
included in
GSL non-
pharmacy
outlets
France:
Self selection
2010
Selected OTC
products
available for
self-selection in
pharmacies
Denmark:
2011
2 year default
GSL status for
Rx/OTC
switches

IMS Health - Global OTC Trend Update
De-reimbursed Products: Total € Sales Index vs Year Ago
113
86 84
93
89 88
97
91 93
90 88
94
55
48
51 51 52
55
50 52
49 49
0
20
40
60
80
100
120
Month 0 Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month
10
Germany France
The de-reimbursement in Germany and France highlights how
OTC brands need to anticipate consumer demand
OTC 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 ago
Source: French Pharmatrend
23

Pharmacy
Mass Market
Mail Order
Mass Market
Pharmacy
Drugstore
Pharmacy
Supermarket
Mass Market
Pharmacy
Pharmacy
Mass Market
Mass Market - New
Pharmacy
-20
-15
-10
-5
0
5
10
15
20
25
0 1 2 3 4 5 6
LatestYearGrowth(%)
Channel Contribution to OTC & Growth
Germany Italy NL Portugal UK Sweden
Size of Bubble
represents
channel share
of country sales
And consumer appreciation of convenience is shown by
relative 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
Pharmacy
Mass Market

The consumers in Asia-Pacific are already moving in the
same 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 even
in hospital dominated markets
Highly commoditized OTC markets
show strong growth
Entry into new channels/categories are seen to
rejuvenate pharmacy driven markets

Increase in OTC expenditure highlights consumers growing
health awareness
OTC 產品花費的增加反映了消費者健康意識的抬頭
26
127
40
36
23 22
13
10 10 9 8
2 2
8
8%
-12%
-2% -4% -4%
-1%
32%
11% 11%
3%
11%
14%
19%
-80%
-60%
-40%
-20%
0%
20%
40%
0
20
40
60
80
100
120
140
YearonYearChange(%)
DOLLARS
OTC Expenditure per Capita ($) - APAC exc Japan Countries
Source: OTC GlobalAnalysis at publicprices

The advisory role of the pharmacist is key to influencing
brand choice 藥師的諮詢是影響品牌選擇的主要因素
•Doctor/Staff
recommendation and
Word of Mouth are key
•>60% shoppers are
willing to ask a
pharmacist for advice
•Higher Income & well
educated more likely to
visit Drugstores
•50% visit in evening.
Elderly tend to visit in
morning
•70% don’t have specific
brand plan
•Young male, low income
less likely to have plan
•Pain Relief shoppers less
likely to have brand plan
•Top 3 ailments suffered
•Cold/Flu (感冒)
•Headache (頭痛)
•Tiredness (疲勞)
Shopper
Profile
消費者型態與
種類
Shopping
Plan
購買計畫
Purchase
Triggers
採購決策的重
點
Drug
store
Visits
到藥局購
買的行為
Source: Shopper Insights Study, IMS China

AGENDA
• Highlights and conclusions 總結

Future OTC growth will continue to come from the
emerging markets 未來OTC的成長仍持續來自新興市場
Forecasted OTC Growth rate
5 yr CAGR 2011-2016
8.3
0.4
4.2
2.1
17.1
15.4
8.0
0
2
4
6
8
10
12
14
16
18
20
Global Japan Europe N America Latin Am SE Asia Others
ForecastAnnualGrowthRate(%)
 Global OTC will continue to post
healthy growth, driven largely
by 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 still
drive European growth …
although at a slower pace
 West Europe +1.6%
 CEE +8.8%
 In the Americas, North America
is likely to remain stable over
the next five years while Latam
(拉丁美洲) fuels future growth.
 APAC, dominated by China (中
國), will also continue to return
strong growth over the medium
term.

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
Pharmacist
HCPs
Mass Market
Wholesalers
Consumers
Key Account
Management:
Clear role for each
brand within each
category.
重要客户管理:
每一類别中
每一廠牌
有明確的角色
Differentiated
Customer calls:
Individual message
for each store with
suitable 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 in
a 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 HCP
role and how to optimise
within 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

OTC remains attractive as it continues to outpace Pharma
OTC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 competitive
Within Europe the picture is less promising, but the main long-term geographic
growth opportunities remain in CEE
歐洲情況不樂觀，主要的成長機會還是在CEE
The Americas remains a contrast between the developed Northern markets and the
emerging 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 position
Highlights & Conclusions
總結

For more information on the content of this
presentation please contact:
Kathy Te
Sr. Manager – Offering Management
Consumer Health – Asia Pacific
Email : kte@ph.imshealth.com
Phone Number: + 63 (2) 588-5408
Thank You!

Global and APAC OTC trends (March 2013)

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Editor's Notes