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1. Market Analysis of Medicine Segment in Healthcare Industry
Health care is one of the major growing sectors in India. Current value growth for consumer health
is at 11%
Reasons being,
 Increased cases of diseases like Dengue, Malaria, Cancer, etc.
 Increased number of lifestyle-related disorders and a rising awareness amongst consumers to be
healthy and fit
 Lack of time and increased annual disposable incomes
 Increase of forecast in the weight management, which will be driven by urban consumers.
Chemists had the highest penetration in the country along with the largest number of outlets. As a
result, this channel continued to be the most popular for consumer health sales.
Trends & Developments
1. Unconventional Retail Channels Continue To Be the Strongest
 Beauty specialist retailers, other healthcare specialist retailers, home shopping and internet
retailing emerged as the strongest growing channels in 2014, with 30%, 24%, 23% and 22%
respective increases.
 Vitamins drove the growth and dietary supplements, sports nutrition and weigh management.
 Most of these smaller retail channels in the case of store-based retailing allowed consumers to
shop for more than one type of product under the same roof, thereby allowing them to save time
and provide them with the convenience of one-stop shopping
2. International Companies Continue To Dominate Majority of Value Sales
 International players dominated the competitive landscape. Companies such as Herbalife
International India Pvt Ltd, Amway India Enterprises Pvt Ltd, PGT Healthcare and
GlaxoSmithKline Consumer Healthcare Ltd and several others contributed nearly 31% share of
the total value sales generated in 2014.
 This was due to firstly, certain products such as weight management and vitamins and dietary
supplements being completely dominated by international players.
 Domestic manufacturers, although big in the country, were primarily known for OTC products,
as they enjoyed first mover advantage in this category.

2. TERRITORY KEY TRENDS AND DEVELOPMENTS
1. East and Northeast India
2. North India
Trends: The weather conditions in the east and
northeast India is primarily hot and humid thus the
biggest products such as topical anaesthetic, cough
remedies, antacids, & topical germicidals/antiseptics
continued to be very popular
Competitive landscape: Regional players were mostly
involved in homeopathy in east and north east India.
The two most popular companies in east and northeast
India continued to be Dabur India Ltd and Emami Ltd.
Prospects: Consumer health is expected to grow by a
value CAGR of 4%. The continued preference of
homeopathyover allopathy will prove to be a big threat
for the development of consumer health in east and
northeast India.
Trends: A rise in medical care costs for common
ailments, encouraged consumers to self-medication
and thus there was an increased demand for OTC
products.
Competitive landscape: Regional players were
important, although in OTC they were not so
successful. OTC as a category was treated like FMCG
and any company intending to build a strong demand
for its product was prepared to spend money on brand
building, marketing, advertising and sales promotion.
Prospects: The biggest strength of north India is that
Delhi will remain as the most vital centre of regulatory
network as far as the pharma industry is concerned.

3. 3. South India
4. West
Trends: Registered current value growth of 10%
and continued to be the second biggest in terms
of value sales after north India. The growth was
primarily driven by increased acceptance of
consumer health products, as most of the
working population in the southern states is IT
Services, were educated and modern
Competitive landscape: As south India mostly
has tropical weather conditions, companies
which catered to ailments common in summers
such as dermatologicals and digestives were
popular in the region.
Prospects: With long summers and monsoons,
the use of OTC and vitamins and dietary
supplements in south India is expected to
continue growing strongly over the forecast
period.
Trends:Advertisements (television, printed, and in-
store promotions) played an important role for
increasing sales of OTCmedications especially for
ailments such as cough, cold and hay fever, digestive
remedies and analgesics.
Competitivelandscape:Consumer health was
dominated by international manufacturers as well as
domestic manufacturers.
Prospects:The growth willbe driven by
herbal/traditional medicines only. As consumers will
continue to prefer medicines with no side effectsover
standard medicines. Weight management, sports
nutrition and vitamins and dietary supplement will
continue to grow overthe forecastperiod as well

4. Market Indicators
Consumer Expenditure on Health Goods and Medical Services: Value 2009- 2014
Sales of Consumer Health by Category: % Value Growth 2009-2014

5. Sales of Consumer Health by Region: % Value Growth 2009-2014
SUMMARY
 Consumer Health Registers Steady Growth in 2014
 Herbal/traditional Products Continues To Enjoy Strong Sales
 Domestic Companies Lead Consumer Health in Terms of Share
 Chemists/pharmacies Continues To Rule Retail Distribution
 Weight Management Is Expected To Drive Growth in the Future