Analgesics in Portugal

PROSPECTS

Portuguese consumers continue to opt for stronger formulas

Portuguese consumers have been opting for stronger products, with this trend expected to continue over the forecast period. In an area reaching saturation, consumers are looking for faster and more efficient formulas.

Barriers to growth

Despite some favourable factors for growth in analgesics, there are also barriers to performance. Analgesics are considered a must-have in household first aid kits.

Increased focus on male consumers

Nevertheless, it should be noted that analgesics appear to be taken by women more often than men. Therefore, there is an opportunity to develop male consumption to boost volume sales.

COMPETITIVE LANDSCAPE

Brand recognition still a success driver

GSK Consumer Healthcare continued to lead analgesics in 2018 due to the popularity of Voltaren, which is the only brand present in adult diclofenac, the fastest growing area. Voltaren also benefits from strong performance in topical analgesics/anaesthetic, where Voltaren Emulgel leads sales, while some smaller brands such as Madalginan by Laboratório Medinfar Produtos Farmacêuticos are losing ground.

Rising demand for convenience and new packaging

Brand recognition is an important factor for consumers when purchasing OTC analgesics. Brands such as Voltaren from GSK and Ben-u-ron from Bene Farmacêutica are very popular in Portugal, benefiting from consumers’ trust.

Stronger positioning expected to be a competitive advantage

Since 2015, Laboratório Medinfar Produtos Farmacêuticos has seen its sales share increase within ibuprofen thanks to its 400mg version of Trifène. Due to a higher content of the active molecule and strong advertising campaigns, Trifène 400 has been positioned as a more efficient and faster product for particularly painful situations.

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