OTC Healthcare in Ecuador
Euromonitor International's OTC Healthcare in Ecuador market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 89 | Publication date: Sep 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Adult mouth care; Allergy care; Analgesics; Calming and sleeping products; Child-specific OTC healthcare; Cough; cold and allergy (hay fever) remedies; Digestive remedies; Ear care; Emergency contraception; Eye care; Medicated skin care; NRT Smoking cessation aids; OTC obesity; OTC statins; OTC triptans; Vitamins and dietary supplements; Wound treatments
Executive summary
OTC strengthens its position in consumer minds
OTC health care improved its positioning within medium and low social economic groups in 2008, because these products are more affordable than prescribed medicine and can be afforded by these groups. To take advantage of this trend and have a wider coverage, the OTC segment has increased its presence in independent drugstores and pharmacies.
OTC products are now becoming part of the Ecuadorian lifestyle
OTC health care industry is now part of the Ecuadorian lifestyle and this is one of the main reasons for its steady growth over the review period. Companies that work in this segment are strengthening their communication campaigns to make it a normal habit for consumers to buy their products. This is the case of Merck which has several marketing campaigns focused on specific targets, like children. They promote Cebión, one of their main products, in schools, malls, pharmacies, sporting events among others. Promotional activities are becoming more commonplace, increasing consumer awareness.
Multinationals take advantage of their size to maintain industry leadership
Multinational companies hold a sustainable advantage over domestic companies with their marketing budget and capacity. In 2008, there was a high increase of advertising campaigns that mainly used television. These campaigns were mostly led by multinational companies and this caused the gap between international and domestic companies to widen. The main objective of advertisement campaigns is to keep boosting demand and make the purchase of OTC products an everyday task.
Companies search for new distribution alternatives
One of the main goals of companies in the OTC healthcare industry has been to search for innovative distribution channels which allow them to reach segments, which in the past had limited or no access. For example, Merck Ecuador CA placed booth stands in strategic places like malls, pharmacies and drug stores, in order to sell its main products - Cebión, Maxepa and Diabión at special prices to gain new retail niches. These new distribution channels are mainly focused on medium-low and low socio-economic groups which were traditionally under served by the OTC healthcare industry.
OTC healthcare set for growth despite gloomy economic outlook
Mainly due to the increase in advertising investment made by companies that perform in the OTC healthcare, this market is expected to continue growing despite the economic perspectives for 2008-2013. Consumers are aware that these products are the most affordable option to prevent or heal an illness and for this reason they are seen as an important alternative to consider within the medicine category. Ecuadorians will continue to become more familiar with OTC healthcare products, increasing per capita consumption over the forecast period.
Table of contents
OTC HEALTHCARE IN ECUADOR : MARKET INSIGHT
EXECUTIVE SUMMARY
OTC strengthens its position in consumer minds
OTC products are now becoming part of the Ecuadorian lifestyle
Multinationals take advantage of their size to maintain industry leadership
Companies search for new distribution alternatives
OTC healthcare set for growth despite gloomy economic outlook
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services 2003-2008
Table 2 Life Expectancy at Birth 2003-2008
MARKET DATA
Table 3 Sales of OTC Healthcare by Sector: Value 2003-2008
Table 4 Sales of OTC Healthcare by Sector: % Value Growth 2003-2008
Table 5 OTC Healthcare Company Shares by Value 2004-2008
Table 6 OTC Healthcare Brand Shares by Value 2005-2008
Table 7 Sales of OTC Healthcare by Distribution Format: % Analysis 2003-2008
Table 8 Sales of OTC Healthcare by Sector and Distribution Format: % Analysis 2008
Table 9 Forecast Sales of OTC Healthcare by Sector: Value 2008-2013
Table 10 Forecast Sales of OTC Healthcare by Sector: % Value Growth 2008-2013
APPENDIX
OTC Registration and Classification
Vitamins & Dietary Supplements Registration and Classification
Generics
DEFINITIONS
Summary 1 Research Sources
ANALGESICS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 11 Sales of Analgesics by Subsector: Value 2003-2008
Table 12 Sales of Analgesics by Subsector: % Value Growth 2003-2008
Table 13 Herbal vs Standard Topical Analgesics 2003-2008
Table 14 Analgesics Company Shares by Value 2004-2008
Table 15 Analgesics Brand Shares by Value 2005-2008
Table 16 Forecast Sales of Analgesics by Subsector: Value 2008-2013
Table 17 Forecast Sales of Analgesics by Subsector: % Value Growth 2008-2013
COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: Value 2003-2008
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: % Value Growth 2003-2008
Table 20 Sales of Decongestants by Type: Value 2003-2008
Table 21 Sales of Decongestants by Type: % Value Growth 2003-2008
Table 22 Sales of Child-specific Cough, Cold and Allergy (Hay Fever) Remedies by Type: Value 2003-2008
Table 23 Sales of Child-specific Cough, Cold and Allergy (Hay Fever) Remedies by Type: % Value Growth 2003-2008
Table 24 Herbal vs Standard Cough, Cold and Allergy (Hay Fever) Remedies 2003-2008
Table 25 Cough, Cold and Allergy (Hay Fever) Remedies Company Shares by Value 2004-2008
Table 26 Cough, Cold and Allergy (Hay Fever) Remedies Brand Shares by Value 2005-2008
Table 27 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: Value 2008-2013
Table 28 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: % Value Growth 2008-2013
DIGESTIVE REMEDIES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 29 Sales of Digestive Remedies by Subsector: Value 2003-2008
Table 30 Sales of Digestive Remedies by Subsector: % Value Growth 2003-2008
Table 31 Herbal vs Standard Digestive Remedies 2003-2008
Table 32 Digestive Remedies Company Shares by Value 2004-2008
Table 33 Digestive Remedies Brand Shares by Value 2005-2008
Table 34 Forecast Sales of Digestive Remedies by Subsector: Value 2008-2013
Table 35 Forecast Sales of Digestive Remedies by Subsector: % Value Growth 2008-2013
MEDICATED SKIN CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 36 Sales of Medicated Skin Care by Subsector: Value 2003-2008
Table 37 Sales of Medicated Skin Care by Subsector: % Value Growth 2003-2008
Table 38 Herbal vs Standard Medicated Skin Care 2003-2008
Table 39 Medicated Skin Care Company Shares by Value 2004-2008
Table 40 Medicated Skin Care Brand Shares by Value 2005-2008
Table 41 Forecast Sales of Medicated Skin Care by Subsector: Value 2008-2013
Table 42 Forecast Sales of Medicated Skin Care by Subsector: % Value Growth 2008-2013
VITAMINS AND DIETARY SUPPLEMENTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 43 Sales of Vitamins and Dietary Supplements by Subsector: Value 2003-2008
Table 44 Sales of Vitamins and Dietary Supplements by Subsector: % Value Growth 2003-2008
Table 45 Vitamins and Dietary Supplements Company Shares by Value 2004-2008
Table 46 Vitamins and Dietary Supplements Brand Shares by Value 2005-2008
Table 47 Vitamins Brand Shares by Value 2005-2008
Table 48 Dietary Supplements Brand Shares by Value 2005-2008
Table 49 Forecast Sales of Vitamins and Dietary Supplements by Subsector: Value 2008-2013
Table 50 Forecast Sales of Vitamins and Dietary Supplements by Subsector: % Value Growth 2008-2013
EYE CARE IN ECUADOR
Sector Data
Table 51 Sales of Eye Care by Subsector: Value 2003-2008
Table 52 Sales of Eye Care by Subsector: % Value Growth 2003-2008
Table 53 Eye Care Company Shares by Value 2004-2008
Table 54 Eye Care Brand Shares by Value 2005-2008
Table 55 Forecast Sales of Eye Care by Subsector: Value 2008-2013
Table 56 Forecast Sales of Eye Care by Subsector: % Value Growth 2008-2013
WOUND TREATMENTS
Sector Data
Table 57 Sales of Wound Treatments by Subsector: Value 2003-2008
Table 58 Sales of Wound Treatments by Subsector: % Value Growth 2003-2008
Table 59 Wound Treatments Company Shares by Value 2004-2008
Table 60 Wound Treatments Brand Shares by Value 2005-2008
Table 61 Forecast Sales of Wound Treatments by Subsector: Value 2008-2013
Table 62 Forecast Sales of Wound Treatments by Subsector: % Value Growth 2008-2013
EAR CARE
Sector Data
Table 63 Sales of Ear Care: Value 2003-2008
Table 64 Sales of Ear Care: % Value Growth 2003-2008
Table 65 Forecast Sales of Ear Care: Value 2008-2013
Table 66 Forecast Sales of Ear Care: % Value Growth 2008-2013
ADULT MOUTH CARE
Headlines
Sector Data
Table 67 Sales of Adult Mouth Care: Value 2003-2008
Table 68 Sales of Adult Mouth Care: % Value Growth 2003-2008
Table 69 Adult Mouth Care Company Shares by Value 2004-2008
Table 70 Adult Mouth Care Brand Shares by Value 2005-2008
Table 71 Forecast Sales of Adult Mouth Care: Value 2008-2013
Table 72 Forecast Sales of Adult Mouth Care: % Value Growth 2008-2013
CALMING AND SLEEPING PRODUCTS
Sector Data
Table 73 Sales of Calming and Sleeping Products: Value 2003-2008
Table 74 Sales of Calming and Sleeping Products: % Value Growth 2003-2008
Table 75 Calming and Sleeping Products Company Shares by Value 2004-2008
Table 76 Calming and Sleeping Products Brand Shares by Value 2005-2008
Table 77 Forecast Sales of Calming and Sleeping Products: Value 2008-2013
Table 78 Forecast Sales of Calming and Sleeping Products: % Value Growth 2008-2013
LABORATORIOS FARMACÉUTICOS INDUSTRIALES DEL ECUADOR LIFE SA
Strategic Direction
Key Facts
Summary 2 Laboratorios Farmacéuticos Industriales del Ecuador LIFE SA: Key Facts
Summary 3 Laboratorios Farmacéuticos Industriales del Ecuador LIFE SA: Operational Indicators
Company Background
Production
Summary 4 Laboratorios Farmacéuticos Industriales del Ecuador LIFE SA: Production Statistics 2007
Competitive Positioning
Summary 5 Laboratorios Farmacéuticos Industriales del Ecuador LIFE SA: Competitive Position 2008
QUIFATEX SA
Strategic Direction
Key Facts
Summary 6 Quifatex SA: Key Facts
Summary 7 Quifatex SA: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 8 Quifatex SA: Competitive Position 2008
TECNOQUÍMICAS DEL ECUADOR SA
Strategic Direction
Key Facts
Summary 9 Tecnoquímicas del Ecuador SA: Key Facts
Summary 10 Tecnoquímicas del Ecuador SA: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 11 Tecnoquímicas del Ecuador SA: Competitive Position 2008