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Global and APAC OTC trends (March 2013)
The document outlines global and Asia-Pacific trends in the over-the-counter (OTC) consumer health market, highlighting growing consumer awareness and demand for self-medication and preventative health products. It emphasizes the increasing significance of OTC in outperforming traditional pharmaceuticals, driven by factors such as strong brand identities and emerging markets. Additionally, it presents insights into consumer behavior and the crucial role of pharmacies in the distribution of OTC products.
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Global and APAC OTC trends (March 2013)
- 1. Global and Asia-PacificTrends in OTC OTC 在全球及亞太區的趨勢 IMS Health Asia Pacific
- 2. AGENDA • IMS Experiencein 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
- 3. Consumer Health OTC Over the Counter PAC Patient Care PEC PersonalCare 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 Global and Asia Pacific Trends in OTC
- 4. IMS - Unmatchedin Scope & Scale, Dedicated to Consumer Healthcare Industry IMS 在消費性保健產業有獨特的專業能力 Global and Asia Pacific Trends in OTC
- 5. AGENDA • IMS Experiencein 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 conclusions 5 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
- 6. 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 Global 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. THE BASIS forfigures 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. 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
- 9. OTC continues therecent 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 Global and Asia Pacific Trends in OTC
- 10. 10 Top Corps contributionto 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 Global and Asia Pacific Trends in OTC
- 11. 11 Source: IMS OTCGlobal 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 Global and Asia Pacific Trends in OTC
- 12. Of the keycategories, 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% Global and Asia Pacific Trends in OTC
- 13. Of the keycategories 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 Source: IMS OTC Global Analysis 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%
- 14. To grow, maturemarkets 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 Global and Asia Pacific Trends in OTC
- 15. Global and AsiaPacific Trends in OTC 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
- 16. In the pharmacychannel, 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 Global and Asia Pacific Trends in OTC
- 17. Global and AsiaPacific Trends in OTC Other Vitamins 6.0% CCR 9.5% Antacids 6.8% Pain Relief 6.1% Skin 12.2% All others 59.3% % Share Key Categories Source: IMS OTC Global Analysis 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
- 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 OTC Taiwan OTC – Key Categories (44%) Value Share (%) Source: IMS OTC Global Analysis
- 19. AGENDA • IMS Experiencein 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 conclusions 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
- 20. There is agrowing 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 Global and Asia Pacific Trends in OTC
- 21. Many of thekey 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 Global and Asia Pacific Trends in OTC
- 22. In Europe consumerscontinue 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 Global and Asia Pacific Trends in OTC
- 23. 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
- 24. Pharmacy Mass Market Mail Order MassMarket 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 Global and Asia Pacific Trends in OTC
- 25. The consumers inAsia-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 Global and Asia Pacific Trends in OTC
- 26. Increase in OTCexpenditure 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 Source: IMS OTC Global Analysis 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 Global and Asia Pacific Trends in OTC
- 27. The advisory roleof 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 Global and Asia Pacific Trends in OTC
- 28. AGENDA • IMS Experiencein 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 information contained in this document. Global and Asia Pacific Trends in OTC
- 29. Future OTC growthwill 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(%) Source: IMS OTC Global Analysis 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. Global and Asia Pacific Trends in OTC
- 30. As a resultof 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 Global and Asia Pacific Trends in OTC
- 31. OTC remains attractiveas 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 Global and Asia Pacific Trends in OTC
- 32. For more informationon 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!
Editor's Notes
- #21 Created: Carolyn Gauntlett, March 2012