In 2019, paediatric analgesics continued growing albeit from a low base in Georgia. Consumption was low mainly due to poor awareness, however this has gradually changed, and paediatric analgesics outpaced the value sales growth of overall analgesics towards the end of the review period and in 2019.
The popularity of ketoprofen is expanding in Georgia and it recorded the fastest value growth in adult analgesics in 2019. This is due to its perception of being safe and effective, which has been supported by both promotional campaigns and doctors’ recommendations.
An increasing number of tourists is expected to have positive effect on the consumption of analgesics over the forecast period. Georgia is heavily promoting itself as a tourist destination in many international airports and magazines, and over the review period tourism consequently increased.
Ketonal by Novartis AG continues to lead analgesics in 2019 as it is considered the most effective remedy in systemic analgesics despite its price. Thanks to good availability and strong advertising in the review period, the brand is well known in Georgia.
Despite topical analgesics’ sales being much smaller than those of systemic analgesics, two topical analgesics brands, namely Fastum Gel of A Menarini Industrie Farmaceutiche Riunite Srl and Voltaren of GSK Consumer Healthcare, ranked second and third, respectively, in overall analgesics due to strong promotion. Fastum Gel is one of the most stable products in the category, benefiting from strong advertising, including outdoor advertising banners, flyers in pharmacies and television advertising.
GSK Consumer Healthcare, with its Voltaren, Panadol and Calgel brands, remains the leading company in analgesics. With a wide portfolio spread throughout all areas of analgesics, strong advertising and promotion, the company maintained its lead and grew its value share in 2019.
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