OTC Healthcare in Romania
Euromonitor International's OTC Healthcare in Romania 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: 94 | Publication date: Jun 2006
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 mouthcare; 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; Vitamins and dietary supplements; Wound treatments
Executive summary
Good growth but at a declining rate
Although good value growth was seen in 2005, OTC sales in Romania performed under potential, due mainly to a poor self-medication culture, despite a noticeable change in Bucharest and a few large cities where higher purchasing power contributed to better health education. However, the performance of OTC healthcare was weaker compared to 2004, a consequence of the appreciation of the domestic currency against the Euro and US$, which led to a unit price decline for imported drugs, but also strong competition in retailing between chains and independent pharmacies.
Largest share for vitamins and dietary supplements, driven by increased health concerns
With increasing concern for health and the consumption of natural products, vitamins and dietary supplements continued to lead in OTC medicines. Their perception among consumers as being beneficial, both mentally and physically, led to increased sales. Advertising campaigns and excellent exposure in pharmacies and drugstores supported the creation of a larger consumer base and the use of vitamins and dietary supplements on a more regular basis.
Dynamic growth for cough, cold and allergy remedies, due to higher purchasing power and high level of self-medication
Despite slightly lower value growth in 2005, cough, cold and allergy remedies was the most dynamic sector that year, with increased use of more expensive combination products, where one formulation can alleviate several symptoms. Although seasonality remained high, with increased sales during cold weather, incidences of running nose and cough accentuated towards the end of the review period due to capricious summer weather, which in turn supported higher consumption of appropriate remedies.
Domestic manufacturers retain dominant positions
Controlled by foreign investment, domestic manufacturers retained the dominant positions in OTC medicines although imports also increased their presence through pharmacy chains. However, the lower prices of locally manufactured brands were important in the purchasing decisions, especially as most domestic producers oriented towards branding and the creation of new company identities. Sicomed SA, acquired in late 2005 by the Czech company Zentiva AS, continued to lead this concentrated market through strong distribution. Advertising was an important tool for brand recognition in the largest sectors, those of vitamins and dietary supplements, analgesics, cough and cold remedies and digestive remedies.
Pharmacies remain the main retail channel
Strict regulations in retail distribution of medicines proved the main impediment for the development of distribution channels, except pharmacies and drugstores. Consequently, pharmacies continued to retain the largest share of OTC sales, followed by drugstores. An important development in retailing was the establishment of pharmacy chains, most of which are owned and operated by the large drugs distributors. Independent pharmacies and small domestic drugs producers see this as a move towards the creation of a monopoly, and they intend to combat the action through the new pharmacy law.
Good growth forecast thanks to improved purchasing power
Improved purchasing power over the forecast period is expected to support good value growth in OTC healthcare. The consumer base will be extended, while improvements will also be seen in health education. Consequently, levels of self-medication are expected to increase, although consumers in Bucharest and other cities will benefit the most. Greater interest in natural and healthy food is expected to lead to strong value growth in vitamins and dietary supplements, while wound treatments and calming and sleeping products are predicted to see the highest growth rates due to the greater availability of better quality, more expensive products.
Table of contents
OTC HEALTHCARE IN ROMANIA : MARKET INSIGHT
EXECUTIVE SUMMARY
OPERATING ENVIRONMENT
OTC Registration and Classification
Vitamins & Dietary Supplements Registration and Classification
Advertising
Packaging and Labelling
Distribution
De-listing or De-reimbursement
Traditional Remedies
Homeopathy
Generics
Consumer Expenditure on Health Goods and Medical Services
Table 1 Consumer Expenditure on Health Goods and Medical Services 2000-2005
Life Expectancy
Table 2 Life Expectancy at Birth 2000-2005
OTC HEALTHCARE SALES
Market Performance
Table 3 Sales of OTC Healthcare by Sector: Value 2000-2005
Table 4 Sales of OTC Healthcare by Sector: % Value Growth 2000-2005
Switches
Table 5 OTC Healthcare Switches 2004-2005
Competitive Environment
Table 6 OTC Healthcare Company Shares by Retail Value 2001-2005
Table 7 OTC Healthcare Brand Shares by Retail Value 2002-2005
Retail Distribution
Table 8 Sales of OTC Healthcare by Distribution Format: % Analysis 2000/2005
Table 9 Sales of OTC Healthcare by Sector and Distribution Format: % Analysis 2005
Retailer Activity and Private Label Trends
Forecast Market Performance
Table 10 Forecast Sales of OTC Healthcare by Sector: Value 2005-2010
Table 11 Forecast Sales of OTC Healthcare by Sector: % Value Growth 2005-2010
DEFINITIONS
LOCAL COMPANY PROFILES - ROMANIA
ANTIBIOTICE SA - OTC HEALTHCARE - ROMANIA
COMPANY BACKGROUND
RECENT NEWS
Summary 1 Summary - Antibiotice SA: Operational Indicators 2004
PRODUCTION CAPACITY
BIOFARM SA - OTC HEALTHCARE - ROMANIA
COMPANY BACKGROUND
RECENT NEWS
Summary 2 Summary - Biofarm SA: Operational Indicators 2004
OZONE LABORATORIES SRL - OTC HEALTHCARE - ROMANIA
COMPANY BACKGROUND
RECENT NEWS
Summary 3 Summary - Ozone Labortories SRL: Operational Indicators 2004
PRODUCTION CAPACITY
Summary 4 Summary - Ozone Labortories SRL: Production Statistics 2005
SICOMED SA - OTC HEALTHCARE - ROMANIA
COMPANY BACKGROUND
RECENT NEWS
Summary 5 Summary - Sicomed SA: Operational Indicators 2004
TERAPIA SA - OTC HEALTHCARE - ROMANIA
COMPANY BACKGROUND
RECENT NEWS
Summary 6 Summary - Terapia SA: Operational Indicators 2004
Summary 7 Summary - Terapia Distribution SA: Operational Indicators 2004
ANALGESICS IN ROMANIA
SECTOR PERFORMANCE
2005 headlines
Growth affected by traditional usage of cheaper products
The popular systemic analgesics the best performer, although growth remains moderate
Sustained by branding and advertising, domestic companies retain indisputable lead
Adult analgesics
Child-specific analgesics
Topical analgesics
Forecast performance
Table 12 Sales of Analgesics by Subsector: Value 2000-2005
Table 13 Sales of Analgesics by Subsector: % Value Growth 2000-2005
Table 14 Analgesics Company Shares by Retail Value 2001-2005
Table 15 Analgesics Brand Shares by Retail Value 2002-2005
Summary 8 Summary - Analgesics: New Product Launches 2004-2005
Table 16 Forecast Sales of Analgesics by Subsector: Value 2005-2010
Table 17 Forecast Sales of Analgesics by Subsector: % Value Growth 2005-2010
TOPICAL ANALGESICS BY HERBAL/STANDARD SPLIT
Table 18 Herbal vs Standard Topical Analgesics 2000/2005
COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN ROMANIA
SECTOR PERFORMANCE
2005 headlines
Good growth, suspported by higher disposable incomes
Cough, cold and allergy remedies benefit from strong self-medication culture
Slight recovery for medicated confectionery although decline continues
Fall in average unit price as national currency appreciates
Boots dominates a rather concentrated sector
Forecast performance
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: Value 2000-2005
Table 20 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: % Value Growth 2000-2005
Table 21 Cough, Cold and Allergy (Hay Fever) Remedies Company Shares by Retail Value 2001-2005
Table 22 Cough, Cold and Allergy (Hay Fever) Remedies Brand Shares by Retail Value 2002-2005
Summary 9 Summary - Cough, Cold and Allergy (Hay Fever) Remedies: New Product Launches 2004-2005
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: Value 2005-2010
Table 24 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: % Value Growth 2005-2010
COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES BY HERBAL/STANDARD SPLIT
Table 25 Herbal vs Standard Cough, Cold and Allergy (Hay Fever) Remedies 2000/2005
DECONGESTANTS PERFORMANCE
Table 26 Sales of Decongestants by Type: Value 2000-2005
Table 27 Sales of Decongestants by Type: % Value Growth 2000-2005
CHILD-SPECIFIC COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES PERFORMANCE
Table 28 Sales of Child-specific Cough, Cold and Allergy (Hay Fever) Remedies by Type: Value 2000-2005
Table 29 Sales of Child-specific Cough, Cold and Allergy (Hay Fever) Remedies by Type: % Value Growth 2000-2005
DIGESTIVE REMEDIES IN ROMANIA
SECTOR PERFORMANCE
2005 headlines
The largest indigestion and heartburn remedies dictates steady growth
Digestive remedies suffers from lower levels of self-medication
Increased consumption of refined food leads to dynamic laxatives performance
Cheaper domestic products dominate sales and limit price growth
Child-specific digestive remedies suffers from high levels of gratuities
Forecast performance
Table 30 Sales of Digestive Remedies by Subsector: Value 2000-2005
Table 31 Sales of Digestive Remedies by Subsector: % Value Growth 2000-2005
Table 32 Digestive Remedies Company Shares by Retail Value 2001-2005
Table 33 Digestive Remedies Brand Shares by Retail Value 2002-2005
Table 34 H2 Blockers (Rx) Brand Ranking 2004-2005
Summary 10 Summary - Digestive Remedies: New Product Launches 2004-2005
Table 35 Forecast Sales of Digestive Remedies by Subsector: Value 2005-2010
Table 36 Forecast Sales of Digestive Remedies by Subsector: % Value Growth 2005-2010
DIGESTIVE REMEDIES BY HERBAL/STANDARD SPLIT
Table 37 Herbal vs Standard Digestive Remedies 2000/2005
OTHER INDIGESTION AND HEARTBURN REMEDIES PERFORMANCE
Table 38 Sales of Other Indigestion and Heartburn Remedies by Type: Value 2000-2005
Table 39 Sales of Other Indigestion and Heartburn Remedies by Type: % Value Growth 2000-2005
MEDICATED SKIN CARE IN ROMANIA
SECTOR PERFORMANCE
2005 headlines
Growth continues but at a lower rate, due to the decline of traditional remedies
Imported brands support stronger dynamics
Strong ethical component means sales are less affected by price movements
Domestic Antibiotice dominates but multinationals increase their share
Forecast performance
Table 40 Sales of Medicated Skin Care by Subsector: Value 2000-2005
Table 41 Sales of Medicated Skin Care by Subsector: % Value Growth 2000-2005
Table 42 Medicated Skin Care Company Shares by Retail Value 2001-2005
Table 43 Medicated Skin Care Brand Shares by Retail Value 2002-2005
Summary 11 Summary - Medicated Skin Care: New Product Launches 2004-2005
Table 44 Forecast Sales of Medicated Skin Care by Subsector: Value 2005-2010
Table 45 Forecast Sales of Medicated Skin Care by Subsector: % Value Growth 2005-2010
MEDICATED SKIN CARE BY HERBAL/STANDARD SPLIT
Table 46 Herbal vs Standard Medicated Skin Care 2000/2005
ACNE TREATMENTS BRAND SHARES
Table 47 Acne Treatments Brand Shares by Retail Value 2002-2005
HAIR LOSS TREATMENTS BRAND SHARES
Table 48 Hair Loss Treatments Brand Shares by Retail Value 2002-2005
VITAMINS AND DIETARY SUPPLEMENTS IN ROMANIA
SECTOR PERFORMANCE
2005 headlines
Excellent growth but at a declining rate
Health concerns lead to increased demand for natural products
Dietary supplements the most dynamic, due to increased consumer awareness
Higher consumption and competition means limited price growth
Lower prices and volume growth ensure continued domination of domestic producers
Forecast performance
Table 49 Sales of Vitamins and Dietary Supplements by Subsector: Value 2000-2005
Table 50 Sales of Vitamins and Dietary Supplements by Subsector: % Value Growth 2000-2005
Table 51 Vitamins and Dietary Supplements Company Shares by Retail Value 2001-2005
Table 52 Vitamins and Dietary Supplements Brand Shares by Retail Value 2002-2005
Summary 12 Summary - Vitamins and Dietary Supplements: New Product Launches 2004-2005
Table 53 Forecast Sales of Vitamins and Dietary Supplements by Subsector: Value 2005-2010
Table 54 Forecast Sales of Vitamins and Dietary Supplements by Subsector: % Value Growth 2005-2010
VITAMINS PERFORMANCE
Table 55 Sales of Vitamins by Type: Value 2000-2005
Table 56 Sales of Vitamins by Type: % Value Growth 2000-2005
Table 57 Vitamins Brand Shares by Retail Value 2002-2005
DIETARY SUPPLEMENTS PERFORMANCE
Table 58 Sales of Dietary Supplements by Type: Value 2000-2005
Table 59 Sales of Dietary Supplements by Type: % Value Growth 2000-2005
Table 60 Dietary Supplements Brand Shares by Retail Value 2002-2005
Table 61 Dietary Supplements by Positioning: % Retail Value Analysis 2005
NRT SMOKING CESSATION AIDS IN ROMANIA
NUMBER OF SMOKERS
Table 62
SECTOR PERFORMANCE
2005 headlines
Strong decline as the numbers attempting to quit remain limited
Nicorette the most prominent brand but faced with progressive withdrawal
Forecast performance
Table 63 Sales of NRT Smoking Cessation Aids by Subsector: Value 2000-2005
Table 64 Sales of NRT Smoking Cessation Aids by Subsector: % Value Growth 2000-2005
Table 65 NRT Smoking Cessation Aids Company Shares by Retail Value 2001-2005
Table 66 NRT Smoking Cessation Aids Brand Shares by Retail Value 2002-2005
Table 67 Forecast Sales of NRT Smoking Cessation Aids by Subsector: Value 2005-2010
Table 68 Forecast Sales of NRT Smoking Cessation Aids by Subsector: % Value Growth 2005-2010
EYE CARE IN ROMANIA
SECTOR PERFORMANCE
2005 headlines
Eye care declines due to low levels of self-medication
Strong growth in allergy eye care but from a small starting base
Forecast performance
Table 69 Sales of Eye Care by Subsector: Value 2000-2005
Table 70 Sales of Eye Care by Subsector: % Value Growth 2000-2005
Table 71 Eye Care Company Shares by Retail Value 2001-2005
Table 72 Eye Care Brand Shares by Retail Value 2002-2005
Summary 13 Summary - Eye Care: New Product Launches 2004-2005
Table 73 Forecast Sales of Eye Care by Subsector: Value 2005-2010
Table 74 Forecast Sales of Eye Care by Subsector: % Value Growth 2005-2010
EAR CARE IN ROMANIA
SECTOR PERFORMANCE
ADULT MOUTHCARE IN ROMANIA
SECTOR PERFORMANCE
CALMING AND SLEEPING PRODUCTS IN ROMANIA
SECTOR PERFORMANCE
WOUND TREATMENTS IN ROMANIA
SECTOR PERFORMANCE
2005 headlines
Increased use of higher quality products leads to better performance
The largest sticking plasters sustains excellent growth
Forecast performance
Table 75 Sales of Wound Treatments by Subsector: Value 2000-2005
Table 76 Sales of Wound Treatments by Subsector: % Value Growth 2000-2005
Table 77 Wound Treatments Company Shares by Retail Value 2001-2005
Table 78 Wound Treatments Brand Shares by Retail Value 2002-2005
Summary 14 Summary - Wound Treatments: New Product Launches 2004-2005
Table 79 Forecast Sales of Wound Treatments by Subsector: Value 2005-2010
Table 80 Forecast Sales of Wound Treatments by Subsector: % Value Growth 2005-2010
EMERGENCY CONTRACEPTION IN ROMANIA
SECTOR PERFORMANCE