Innovation is usually low in analgesics, as consumers tend to stick to items that they know work for them. Aspirin and acetaminophen were two of the most popular forms of analgesics in 2019, particularly because they can be taken to relieve a range of symptoms including aches and pains, headaches, colds and fevers.
Since a wide range of analgesics is available in Guatemala, companies have begun to position their items for different ailments, so consumers can more easily find the analgesic they require, without the need to see a doctor. For example, Cardioaspirina (Bayer) is advertised as helping to prevent heart attacks, while Vitaflenaco (Farmamédica) is promoted as a stress relieving analgesic, as it contains vitamin B.
In terms of packaging, blister and strip packs remained the most commonly found in analgesics, and the ability to purchase a smaller quantity than that presented in the pack is still a common practice. For example, instead of purchasing a blister and strip pack or a box of aspirins, consumers can purchase 1-2 pills to ease their ailment.
Bayer continued to lead analgesics in retail value share terms in 2019. Its wide product portfolio and long presence in analgesics has helped Bayer develop strong brand recognition and trust among consumers.
Vitaflenaco, a domestic brand owned by Farmamédica, offers adult naproxen combined with vitamin B12. This analgesic-vitamin combination has been well received by consumers, who trust that the medicine is effective and good for them.
Overall, generics recorded a higher retail value share than any brand in 2019. Generics are more prevalent at the lower-end of the market and are usually sold through social pharmacy chains like Farmacias de la Comunidad and Farmacias del Dr Simi, which only sell generics in terms of analgesics.
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This industry report originates from Passport, our Consumer Health market research database.