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Strategy Briefing

Owning Health: The Move Towards Self-care and Implications for Marketers

Jul 2010

Price: $2,600

About this Report

About this Report

As governments look at ways to shift responsibility for healthcare onto the consumer in the face of rising costs and ageing populations, people themselves are seeking more control over every aspect of their lives. This new global briefing examines the way in which these factors, plus a growing awareness of the need for preventative health, are driving a move towards self-care, thus creating an array of opportunities for providers of private health services and consumer health products alike.

What this report includes

  • Top-level strategic analysis of how major consumer trends will influence global markets
  • Consumer insight
  • Impact across all relevant consumer markets
  • Unique graphics and case studies
  • Key market snapshots
  • Accompanying presentation to synthesise main findings
     

Why buy this report

  • Identify factors driving change now and in the future
  • Understand motivation
  • Forward-looking outlook
  • Briefings and presentation should provoke lively discussion at senior level
  • Take a step back from micro trends
  • Get up to date estimates and comment

Delivery format

PDF/Word
Downloadable from MyPages

Table of Contents

Table of Contents

EXECUTIVE SUMMARY

Demand Factors

  • Summary 1 Factors Influencing Move Towards Self-Care

Consumer Expenditure and Trends

  • Chart 1 Consumer Expenditure on Health in Leading Markets

Consumer Health Products Trends

  • Chart 2 Consumer Health Products – Leading Sector Shares 2009

Outlook

INTRODUCTION AND DEFINITIONS

Overview

Power to the people

Rising cost of healthcare

Move towards self-care

The role of pharma companies

Going private

Data Definitions

Government expenditure on health

Public health expenditure

Private health expenditure

Consumer expenditure on health goods and medical services

DEMOGRAPHIC FACTORS

Ageing Populations

People are living longer

Western Europe has highest share of over 65s

Life expectancy greatest in Japan

  • Chart 3 Percentage Population Aged 65+ by Region 2004/2009/2014

Care for the Elderly

A burden on public coffers

Lack of funding leading to inadequate care

Franchising home care

  • Table 1 Average Life Expectancy at Birth in Selected Countries 2004/2009

Implications for Marketers

THE ROLE OF GOVERNMENT

Government Expenditure on Healthcare

The need to curb costs

  • Table 2 Government Expenditure on Health in Selected Markets 2004/2009
  • Table 3 Government Expenditure on Health as a % Total Expenditure 2004/2009

National Healthcare Systems

Socialised healthcare prevalent in Europe

Differing levels of government involvement

Working towards a perfect system

Obama passes controversial US health reform bill

China and India to restore universal care

  • Summary 2 Universal Healthcare Systems in Key Markets 2009

Delisting

Raising Medical Fees

Public Health Campaigns

Encouraging healthy lifestyles

Focus on obesity and smoking

Promoting self-medication

Controlling pandemics

Rx-to-OTC Switching

Higher switch activity

Major switches boost US market

EU centralised switches

Emergency contraception

Emerging categories

Changes to Japan’s switch process

  • Summary 3 Major Switches 2008-2010

Drug Safety

PSE restrictions stepped up

Codeine addition gives cause for concern

The debate continues over children’s cough and cold remedies

The Changing Role of Chemists/Pharmacists

Extending chemists/pharmacists’ powers

Liberalising retail markets

Drop-in surgeries

The war on illegal drugs

RETAILING TRENDS

Consolidation

  • Chart 4 Global Market Shares of Leading 10 Parapharmacy/Drugstore Chains 2009

Communication Strategies

The Growth of Private Label

Discounting

CONSUMER TRENDS

Consumer Expenditure on Health

Americans are the top spenders

Lack of government funding forces Chinese consumers to pay more

Brazil and Russia witness dramatic growth in health spending

  • Table 4 Consumer Expenditure on Health Goods and Medical Services 2004/2009
  • Table 5 Health Goods and Medical Services as % Total Consumer Expenditure by Country 2004/2009

Private Healthcare

Private funding needed to ease government burden

All change in the USA?

Private health ratio higher in developing markets...

...And drops drastically in Netherlands

  • Table 6 Private Health Expenditure as % Total Health Expenditure in Selected Markets 2004/2009

Changing Attitudes Towards Self-Care

Survey reveals national differences

Tradition and regulations affect propensity to self-medicate

Easy access to Rx drugs causes confusion

Prevention is better than cure

Home testing

Men’s Health

Wider availability removes stigma

Targeting men through social media

Segmenting the market

Growing Interest in Alternative Healthcare

Overview

Traditional medicine dominates in countries of origin

CAM develops elsewhere

US consumers flock to alternative practitioners

  • Chart 6 Most Common CAM Therapies among US Adults 2007
  • Chart 7 CAM Use by Age in the USA 2007

Europeans favour homeopathy

Impact of the Internet

The rise of Dr Google

Online shopping

Illegal purchases

Health Tourism

Combining health with leisure

Eastern Europe catering to Western patients

Asian countries position themselves as emerging health destinations

Indian government promotes medical tourism

The emergence of specialist health tour operators

  • Table 7 Medical Tourism Revenues in Leading Markets 2004/2009

OTC MARKET TRENDS

Overview

Leading markets

  • Table 8 Sales of Consumer Health Products in Selected Leading Markets 2004/2009

Sector trends

  • Table 9 Global Sales of Consumer Health Products by Broad Sector 2004/2009

Vitamins and Dietary Supplements

Preserving good health

Vitamin D as a sun substitute

Children’s vitamins take off

  • Table 10 Global Sales of Vitamins and Dietary Supplements by Subsector 2004/2009

Herbal/Traditional Products

  • Table 11 Global Retail Sales of Herbal/Traditional Products 2004/2009

MARKET SNAPSHOTS

Brazil

Attitudes towards self-care

  • Chart 9 Brazil: Consumer Expenditure on Health by Category 2004/2009

Consumer health products trends

  • Table 12 Brazil: Sales of Consumer Health Products by Leading Sector 2004/2009

China

Attitudes towards self-care

  • Chart 10 China: Consumer Expenditure on Health by Category 2004/2009

Consumer health products trends

  • Table 13 China: Sales of Consumer Health Products by Leading Sector 2004/2009

France

Attitudes towards self-care

  • Chart 11 France: Consumer Expenditure on Health by Category 2004/2009

Consumer health trends

  • Table 14 France: Sales of Consumer Health Products by Leading Sector 2004/2009

Germany

Attitudes towards self-care

  • Chart 12 Germany: Consumer Expenditure on Health by Category 2004/2009

Consumer health products trends

  • Table 15 Germany: Sales of Consumer Health Products by Leading Sector 2004/2009

Japan

Attitudes towards self-care

  • Chart 13 Japan: Consumer Expenditure on Health by Category 2004/2009

Consumer health products trends

  • Table 16 Japan: Sales of Consumer Health Products by Leading Sector 2004/2009

UK

Attitudes towards self-care

  • Chart 14 UK: Consumer Expenditure on Health by Category 2004/2009

Consumer health trends

  • Table 17 UK: Sales of Consumer Health Products by Leading Sector 2004/2009

USA

Attitudes towards self-care

Survey reveals mixed findings

Buying overseas

  • Chart 15 USA: Consumer Expenditure on Health by Category 2004/2009

Consumer health trends

  • Table 18 USA: Sales of Consumer Health Products by Leading Sector 2004/2009

FUTURE OUTLOOK

Trends to Watch

Greater move towards self-care

Ongoing health reforms

Age of robots on the horizon?

Further switches on the agenda

Safety first

Uncertain future for alternative healthcare

Strengthening the role of chemists/pharmacists

Innovation

Further segmentation on the cards

Medical tourism set to grow

Competition from functional food

The role of the Internet

Forecasts

Consumer expenditure

  • Table 19 Forecast Per Capita Expenditure on Health Goods & Medical Services by Country 2009/2014

Consumer health products

  • Table 20 Forecast Sales of Consumer Health Products by Sector 2009/2014

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