Although loyalty towards long-established consumer health brands, especially OTC products, remains relatively high among Argentinians, there has been a noticeable shift towards more affordable generic products. This trend was fuelled by multiple factors, including the economic crisis, low entry barriers, a lack of supervision from the National Administration of Medicine, Nutrition and Medical Technology (ANMAT) and a series of initiatives, mostly from domestic generics manufacturers, to communicate bioequivalence to consumers.
Adult acetaminophen is increasing at above-average current value growth rates in overall analgesics due to strong investment in advertising and promotion by Genomma Laboratories Argentina in its Tafirol and Next brands, enabling the group to increase its overall share in analgesics.
Although there is not a lot in it, topical analgesics continued to be more dynamic than systemic analgesics in 2019, with this expected to continue over the forecast period. Topical analgesics are popular in Argentina, especially among sports enthusiasts and the elderly, as they provide direct relief to affected muscle groups or joints.
Genomma Laboratories has been investing in high levels of advertising activity with the aim of promoting Tafirol Forte and Next against other systemic analgesics, as well as the introduction of Tafirol Plus in 2018. It was a very good year for Genomma due to the strong investment in advertising the launch of Tafirol Plus, an analgesic in soft capsule format.
Bayer Argentina continued to be the clear leader in analgesics in 2019. It has been present in analgesics in Argentina for a long time and offers a wide range of products under its brands like Bayaspirina, Bayaspirina C, Bayaspirina Forte, Cafiaspirina and Cafiaspirina Plus.
Some of the main companies in analgesics are looking to promote higher doses of ibuprofen, aspirin and paracetamol in their current lines. One key example of this is Bayer’s Actron 400mg and Actron 600mg, with the 600mg version now accounting for 80% of sales and the 400mg version 20% of sales.
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This industry report originates from Passport, our Consumer Health market research database.