Table of Contents
Executive Summary
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- The market
- The over-the-counter (OTC) medication market grew 10% in value in 2014
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- Figure 1: Forecast of Brazil retail sales of OTC medication, by value, 2010-20
- The vitamins and minerals market alone grew 12% in 2014
- The OTC medication market is expected to grow 7.5% in 2015
- Market drivers
- Companies and brands
- EMS is market leader with 12.3% in share by value
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- Figure 2: Leading brands' shares in the Brazil retail OTC market, by value, 2013-14
- Non-ingested is by far the most popular format among OTCs and capsules is the most used for vitamins
- The consumer
- Prescription medicine is the main product purchased at pharmacies
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- Figure 3: Purchase of prescription medicines, by age, November 2015
- Location and low price are the most important factors
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- Figure 4: Most important factors in deciding where to buy, by age, November 2015
- 41% would like to use kiosks for self-screening
- Younger consumers are brand-loyal and older consumers are price-driven
- What we think
Issues and Insights
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- Targeting an aging population
- The facts
- The implications
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- Figure 5: Products focused on mature consumers, Laboratorios Excelentia, Argentina, 2014-15
- Targeting OTC medicine and vitamins to sportsmen/women
- The facts
- The implications
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- Figure 6: Pain relief OTC medicines focused on sportsmen/women, worldwide, 2015
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- Figure 7: Protein-based supplements, worldwide, 2015
The Market – What You Need to Know
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- The OTC medication market grew 10% in 2014
- The vitamins and minerals market grew 12% in 2014
- The OTC medication market is expected to grow 7.5% in 2015
- Increased prices for consumers
- Aging population
- The government is ending one of its most popular benefits
Market Size and Forecast
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- Market performance
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- Figure 8: Retail sales of OTC medications in Brazil, by value, 2010-14
- Figure 9: Retail sales of vitamins and minerals in Brazil, by value, 2010-14
- Segment performance
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- Figure 10: New product launches included in the pain relief segment, Brazil, 2010-15
- Figure 11: New product launches included in the pain relief segment, Brazil, 2015
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- Figure 12: New product launches included in the decongestive, cough, cold and flu relief segment, Brazil, 2010-15
- Figure 13: New product launches included in the decongestive, cough, cold and flu relief segment, Brazil, 2010-15
- Figure 14: New product launches included in the skin conditions segment, Brazil, 2010-15
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- Figure 15: New product launches included in the skin conditions segment, Brazil, 2010-15
- Figure 16: New product launches included in the digestive and detoxifying treatments segment, Brazil, 2010-15
- Figure 17: New product launches included in the digestive and detoxifying treatments segment, Brazil, 2010-15
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- Figure 18: Retail value sales of OTC medication, in R$ billion, by segments, 2013-14
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- Figure 19: Retail value sales of vitamins and minerals, in R$ billion, by segments, 2013-14
- Forecast for the OTC medication market
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- Figure 20: Forecast of Brazil retail sales of OTC medication, by value, 2010-20
Market Drivers
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- Increased prices for consumers
- Aging population
- The economy is going through a bad time
- The government is ending one of its most popular benefits
- Brazil is an important market in the fitness and wellness industry
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- Figure 21: Number of health clubs in Brazil, 2008-18
- Diet fads result in gaps in consumer vitamin intake
Key Players – What You Need to Know
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- EMS is market leader with 12.3% in share by value
- Due to the high number of new product launches, the vitamins and minerals market stays competitive
- Non-ingested is by far the most popular format among OTCs
- Capsules are still the most used format for vitamins and supplements
Market Share
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- The OTC market is very competitive with EMS leading with 12.3% in share by value
- Medicine music box to promote the brand
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- Figure 22: Leading brands' shares in the Brazil retail OTC market, by value, 2013-14
- Due to the high number of new product launches, the vitamins and minerals market stays competitive
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- Figure 23: Leading brands' shares in the Brazil retail vitamins and minerals market, by value, 2013-14
Who’s Innovating?
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- Non-ingested is by far the most popular format among OTCs
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- Figure 24: New product launches of OTC medication*, by format types, Brazil, 2013-15
- Figure 25: New product launches of OTC medication*, Brazil, 2013-15
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- Figure 26: OTC products focused on convenience, Brazil
- Capsules are still the most used format for vitamins and supplements
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- Figure 27: New product launches of vitamins and supplements, by format types, Brazil, 2013-15
- Figure 28: Alternative formats in the vitamins and supplements category, Brazil, 2013-15
- Products aimed at children lead the way in new launches
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- Figure 29: New product launches for specific demographics, Brazil, 2015
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- Figure 30: New product launches for specific demographics, Brazil, 2015
- Figure 31: New launch products in the OTC and vitamin and supplements categories, by demographics, Brazil, 2013-15
- Innovations in the vitamins and supplements market around the world
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- Figure 32: Vitamins and supplements new product launches, by format types, Worldwide, 2013-15
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- Figure 33: Functional health claims for vitamins and supplements new product launches, Worldwide 2013-15
- Figure 34: New vitamins and supplements with functional health benefits, Worldwide, 2015
- Vitamins and supplements focused on children
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- Figure 35: New vitamins and supplements focused on children, Worldwide, 2015
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- Figure 36: African tree of life or baobab becomes popular in Europe, Europe, 2014-15
- Other interesting launches around the world
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- Figure 37: New vitamin and supplement product launches, worldwide, 2014-15
The Consumer – What You Need to Know
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- Prescription medicine is the main product purchase at pharmacies
- Over-the-counter medicines are less purchased than in 2015
- Vitamins/supplements more used by younger consumers
- Location and low price are the most important factors
- AB consumers favor location while DE favors price
- Availability of generic medicine is important to 21%
- Kiosks for self-screening are sought-after
- Online self-diagnosing is done by 26%
- Online chat service is the most desired service
- While older consumers are price-driven, younger consumers are more brand-loyal
- Authenticity of products is an important priority
Purchasing Habits
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- Prescription medicine is the main product purchased at pharmacies
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- Figure 38: Purchase of prescription medicines, by age, November 2015
- Over-the-counter medicines less purchased than in 2015
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- Figure 39: Purchase of OTC medicines, by age, November 2015
- Vitamins/supplements and more used by younger consumers
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- Figure 40: Purchase of supplements and vitamins, by age, November 2015
- Dermocosmetics and beauty products sold in pharmacies are more popular among young adults
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- Figure 41: Purchasing habits in pharmacies/drugstores, November 2015
- Pharmacies/drugstores most benefit from AB consumers
- Increasing revenue from other products
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- Figure 42: Purchasing habits in pharmacies/drugstores, July 2014 and November 2015
Most Important Factors in Deciding Where to Buy
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- Location and low price are the most important factors
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- Figure 43: Most important factors in deciding where to buy, by age, November 2015
- Having competitive prices and deals are essential
- AB consumers favor location while DE favors price
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- Figure 44: Most important factors in deciding where to buy, by socioeconomic groups, November 2015
- Bringing in loyalty
- Availability of generic medicine is important to 21%
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- Figure 45: Most important factors in deciding where to buy, November 2015
Interest in Services/Products
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- Retailers can provide enhanced services to help clients manage their health
- Kiosks for self-screening are sought-after
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- Figure 46: Interest in kiosks at retailers that provide health screenings, such as temperature, blood pressure, and heart rate checks, by gender and age, November 2015
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- Figure 47: Interest in services/products, November 2015
- Online self-diagnosing is done by 26%
- Online chat is the most desired service
- Using mobile apps to track health is desired by 31%
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- Figure 48: Interest in services/products, November 2015
- Tracking devices are still used by a minority
- Smartphone for seniors
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- Figure 49: Interest in tracking devices (eg Nike Fuelband or Fitbit) which track health measures such as sleep patterns, exercise, by gender and age, November 2015
Shopping Behavior
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- While older consumers are price-driven, younger consumers are more brand-loyal
- While men look for familiar brands, women choose discounted medicine
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- Figure 50: Shopping behavior, by gender and age, November 2015
- Authenticity of products is an important priority
- Improving the shopping experience
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- Figure 51: Shopping behavior, November 2015
Appendix – Market Size and Forecast
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- Figure 52: Value sales of OTC medication, 2010-20
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Appendix – Who’s Innovating?
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- Figure 53: New product launches of vitamins and supplements, by format types, Worldwide, 2013-15
- Figure 54: New product launches of vitamins and supplements, by format types, Brazil, 2013-15
- Figure 55: New product launches of OTC medication, by format types, Brazil, 2013-15
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Appendix – Methodology and Definitions
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- Fan chart forecast
- Abbreviations
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