Segundo a Sociedade Brasileira de Estudo da Dor (SBED) existem aproximadamente 50 milhões de brasileiros com dor das mais distintas naturezas. Tradicionalmente, as pessoas em geral tratam a dor com indicação médica e ou de fisioterapeutas, e ocorre em clínicas e consultórios. Porém nos últimos anos diversos fatores têm incentivado o consumidor a investir tempo e recursos para tratar a dor em casa, por exemplo: o alto custo dos serviços médicos, a dificuldade de locomoção nas grandes cidades para um tratamento continuado, e o acesso a informações de cuidados de saúde universalmente disponíveis na internet.
The U.S. OTC allergy relief market has seen a period of rapid growth over the past five years, and 2015 was no exception. GlaxoSmithKline’s Rx-to-OTC switch brand Flonase Allergy Relief entered the market in February 2015 and made a huge impact on the OTC market by adding previous prescription users to the category. The OTC allergy market has seen a steady influx of Rx-to-OTC switch brands, which has resulted in rather high growth for this market over a fairly sustained period of time. In fact, the allergy category has grown by a compound annual growth of over 11% from 2010-2015, finds the latest edition of our Nonprescription Drugs USA report. This healthy increase is well above the typical growth for the overall OTC market, which grows about 2% to 3% per year on average.
Consumers have a wide array of products to choose from for the pain management of various conditions, including arthritis, headache, migraine, premenstrual pain, and back and joint pain. Pain management can be treated with several options, such as prescription drugs, OTC medications, natural supplements, rubs, and devices. Several favorable demographics, such as the aging population and growing number of consumers suffering from chronic diseases like arthritis and diabetes, add to the demand for pain management products.
With more relaxed attitudes about sexuality, there is a proliferation of sexual wellness products in both retail and online stores. Vibrating devices, supplements for sexual enhancement, condoms, and personal lubricants are everywhere. More and more retailers and online sites are embracing consumers’ interest in adult toys. There are increased sections of brick-and-mortar stores devoted to these products while television advertisements for erectile dysfunction (ED) medications air on a regular basis. If marketers are successful in gaining FDA approval for Rx-to-OTC switches of prescription ED medications, this market is poised to see strong double-digit gains over the next few years. ED medications currently sold via prescription that could make the switch to OTC status include Cialis by Eli Lilly/Sanofi, Bayer’s Levitra, and Pfizer’s Viagra. Switch timing, likelihood of approval, impact on the market, and sales forecasts for each of these drugs are analyzed in-depth in our Rx-to-OTC Switch Pipelines USA: Competitive Assessment report.
Growing consumer interest in natural OTCs is mirroring widespread consumer interest in seeking more natural and less synthetic products across many categories, from food and beverages to personal care products to OTCs. Natural OTCs are drug-free and may contain natural, plant, or herbal ingredients, or be homeopathic, and are used to support, prevent, maintain, or treat minor ailments such as colds, insomnia, aches and pains, or skin problems. Retailers merchandise natural alternatives near OTC medication sections or even within the same planogram. Retailers are increasingly dedicating prime areas of stores to natural OTCs, such as high visibility end-cap displays as the example below from a Target store shows. Online sales of natural OTCs are also growing fast along with sales through natural and specialty stores focused on natural products, such as Whole Foods, Sprout, and Trader Joe’s.
The OTC industry continues to consolidate and transform itself with companies merging or acquiring/divesting brands. Recent examples include the merger of Bayer’s and Merck’s OTC businesses, the joint venture between GlaxoSmithKline’s and Novartis’ consumer health units, and Sanofi’s upcoming acquisition of Boehringer-Ingelheim’s OTC unit. With acquisitions come synergies, such as more media buying power, widened retail distribution, and competitive strengths across more OTC categories. However, mergers and joint ventures can also lead to increased costs of raw materials, packaging, and processing to manufacture a larger array of products. Increased marketing expenditures in support of newly acquired brands also impacts profitability, with the longer term goal of increasing sales and market share. Sales growth of acquired brands can help offset additional costs in cost of goods sold (COGS) and marketing.