Performance of the Self-Care Industry Current Trends and Future Expectations in Consumer Healthcare
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1 Performance of the Self-Care Industry Current Trends and Future Expectations in Consumer Healthcare WSMI Sydney, October 2017 Andy Tisman, Global Senior Principal Consumer Health QuintilesIMS Copyright 2017 QuintilesIMS. All rights reserved.
2 Agenda OTC key market trends and dynamics The evolving / expanding role of Self-Care Increasing consumer empowerment Future developments in self-care 2
3 The Basis for Figures in this Presentation MAT sales to end Q from QuintilesIMS OTC Global Analysis (74 country coverage) Sales calculated at manufacturer prices Growths based on previous MAT to Q2 and based on local currency, aggregated into $USD Some qualifications: > USA data does not include Wal-Mart > Sales from Pharmacy/Drug Store channels are included, as well as Mass Market in some countries e.g. Germany, Italy, Japan, Netherlands, Portugal, USA > Companies include all OTCs from the corporation, e.g. - J&J includes Johnson & Johnson, McNeil and Neutrogena - GSK CH JV is a QuintilesIMS estimate of the GSK & Novartis CH joint venture - PGT includes the P&G N American OTC business 3
4 Regional Definitions North America EMEA Canada Puerto Rico USA Latin America Argentina Brazil Central America Chile Colombia Dominican Republic Ecuador Mexico Peru Uruguay (Venezuela currently excluded) South Asia: Bangladesh India Pakistan Sri Lanka North Asia: Hong Kong South Korea Taiwan APAC South East Asia: Indonesia Malaysia Philippines Singapore Thailand Vietnam Australasia: Australia New Zealand South Asia: Bangladesh India Pakistan Sri Lanka China Japan WE: Austria Belgium Denmark Finland France Germany Greece Ireland Italy Luxembourg Netherlands Norway Portugal Spain Sweden Switzerland UK CEE: Bulgaria Croatia Czech Rep Estonia Hungary Kazakhstan Latvia Lithuania Poland Romania Russia Serbia Slovakia Slovenia Turkey Middle East & Africa (MEA) Algeria Kuwait Fr.W.Africa Lebanon Morocco Saudi Arabia South Africa UAE Tunisia Egypt Jordan 4
5 While OTC growth remains in the 4-5% range, Pharma growth slows significantly. Source: IMS OTC audits plus estimates (Excluding Venezuela) 5
6 While CEEMEA is the largest regional growth driver, Developing APAC contributes 29% and is key in driving global growth, although slowing. Region Share of Global OTC Sales Region Share of Global OTC Growth Developing Regions Total OTC Share of Sales 50% Share of Growth 80% APAC Region Total OTC Share of Sales 36% Share of Growth 26% Source: IMS OTC audits plus estimates (Exc Venezuela) 6
7 LatAm remains the best performing region and EMEA/North America stay close to historic levels, but growth in APAC growth slows significantly. 7
8 But while Cough/Cold experiences the strongest short-term growth, all categories see growth slowing. Source: IMS OTC Global Analysis 8
9 Only PGT and RB among the Top 10 corporations grow ahead of the global market. Sanofi+BI remains the No.1 OTC corporation. -0.1% -0.1% -0.2% 0.0% -0.1% 0.0% 0.0% Change in Market Share >0% =0% <0% Top 10 corporations account for 30% of OTC market 0.0% 0.0% -0.1% Source: IMS OTC Global Analysis GSK CH is an IMS estimate of GSK-Novartis JV SANOFI+BI (exc. China) PGT includes P&G North America 9
10 Agenda OTC key market trends and dynamics The evolving / expanding role of Self-Care Increasing consumer empowerment Future developments in self-care 10
11 Growth in consumer health, especially within APAC is driven by several demographic and socio-economic trends. Ageing Population Older adults require more healthcare services Greater focus on preventive care Educated older adults have higher expectations 1 2 Consumer Involvement and Higher Purchasing Power Rise in disposable incomes Accelerated use of internet to search for available alternatives Focus on Wellness Consumers seek products that make them feel good and healthy Progressive consumers are the future 3 4 Rise in Availability of Consumer Health Products Better access via multiple channels Increase in switch from Rx to OTC products 11
12 Many stakeholders from both supply and demand sides are seeing the value of encouraging and promoting self-care. Consumer acceptance for selfmedication is on the rise and HCPs are promoting self care and self management ~ 80% Adults and 40% children use an OTC medicine in any month Pharmacy supports self-care for service and commercial aspects Evolving Views on Self Care taking to social media channels to promote self care, health and wellness increasing support for self care from an expanding CH industry Increased consumer access and OTC margins drive support from pharmacies to differentiate through professional services OTC CHC FMCG Based on QI secondary internet/social media research 12
13 Agenda OTC key market trends and dynamics The evolving / expanding role of Self-Care Increasing consumer empowerment Future developments in self-care 13
14 Availability of information via the digital revolution results in greater empowerment for the consumer. 83% consumers feel that web/apps help them eat a healthy diet An average adult spends more than 5 hours on mobile & desktop By 2018, 50% of mobile device users in USA are expected to download a health app More than 100,000 ios and android health apps 70% smartphone penetration in APAC countries such as Korea, Australia, Taiwan 1 in 20 Google searches health related Informed Consumer/ Empowered Consumer Source: QuintilesIMS, Images from MaRS Market Insights and Pinterest, WHO, Delloite 14
15 Social media can be used to track customer satisfaction and brand loyalty through following the consumer and shopper journey. hi mums, has anyone tried XXX, From the ad it looks just like YYY. could you please share your experience with it? Brand Awareness I just bought XXX 300 gm. It s available in all major stores. Yeah it is very similar to YYY, but can try this Brand Consideration Brand Purchase Brand Loyalty XXX is no longer easily available and we need it again.. Please do something about it Promoters Satisfied Consumers My son loves XXX and I too am happy that he is having a complete breakfast Brand Advocacy Really upset with this. There is nothing in XXX. Just round colored granules, not fruits. Bad experience. Detractors Source: QuintilesIMS Nexxus Social Media Analytics: Nutrition product launch in India 15
16 Switch continues to be called out as a growth driver to create new categories & penetrate existing markets. Creation of new categories Innovate and boost existing categories Top 5 new categories mill Allergy 2,824 Smoking cessation 1,059 Proton pump inhibitor 761 Emergency contraception 371 Thrush 353 Corporate growth strategy Plus new categories evolve OTC oral contraceptive Erectile dysfunction Malaria Rosacea Over active bladder Australasia is also a lead switch region, leading on weight management and EHC Source: QuintilesIMS 16
17 There is an increasing leverage of combining science & consumer insights to drive differentiation & growth. Consumer Tracking Strategic M&A Increased focus on growing market Innovation Engaging with doctors Consumer connection Combining Science with Consumer Insights Source: QuintilesIMS, Company Websites 17
18 Agenda OTC key market trends and dynamics The evolving / expanding role of Self-Care Increasing consumer empowerment Future developments in self-care 18
19 The challenge for the self care industry is to address the new opportunities arising due to changing circumstances and consumer behavior. OPPORTUNITIES Reduced public healthcare budgets Increasing internet penetration Consumer becoming more informed and connected New evolving categories via Rx to OTC switches CHALLENGES Lower awareness, especially in developing countries Concern over risk of drug dependency and abuse Still evolving health literacy Strengthening consumer confidence and capabilities Source: QuintilesIMS, IHPM, NCBI, PAGB 19
20 Different regions pose different opportunities and challenges due to differences in consumer evolution. New category development (Rx to OTC switches) Failure to seek appropriate medical advice at right time Increase awareness (CEE) and offer more categories Control drug abuse (e.g. Codeine reverse switched) Government easing Rx to OTC switch regulations High inflation Largest population, high obesity rate, increasing income levels Lack of awareness, lower exposure to information (low internet penetration) Source: QuintilesIMS, IHPM, NCBI, PAGB 20
21 Creating more options for consumers will continue to be the major theme for self care industry. Government focus on promoting self-care Innovation across all stages of product development and sales Self-care devices expanding their share in the market Consumer connection through social media Source: QuintilesIMS, Adforum 21
22 Industry players should aim to capture new markets, with increasing focus on the consumer. Focus on emerging markets in APAC, CEEMEA and LatAm Focus on consumer rather than product or condition Combine scale with local expertise and market responsiveness Implications for the OTC industry Connect digitally with the consumer as well as traditionally Leverage right strategic partnerships in innovation and GTM Explore new categories for potential Rx to OTC switch Source: QuintilesIMS 22
23 This is an edited version of the presentation delivered at WSMI. For further information on other topics discussed, please contact us. Andy Tisman Global Senior Principal, Consumer Health QuintilesIMS Francine Nieto Head of Consumer Health APAC QuintilesIMS
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