Analgesics in Romania

PROSPECTS

Analgesics is slated for moderate positive growth

Analgesics is a large and diverse category in Romania and demand is spread relatively evenly over numerous categories. Thus, positive growth over the forecast period is set to be based on steady growth across numerous categories, including aspirin, acetaminophen, ibuprofen and topical analgesics/anaesthetic.

Paediatric analgesics expected to generate stronger growth over the forecast period

Paediatric analgesics is set to remain the most dynamic analgesics category. Acetaminophen and ibuprofen are the only categories present within paediatric analgesics and although sales are low, they are rising from a low base.

Emerging consumer trends set to influence the choice of analgesics

The general trend towards healthier lifestyles is set to continue boosting sales in topical analgesics/anaesthetic as well as influencing the preferred types of systemic analgesics. Consumers are becoming more aware of the potential side-effects associated with systemic analgesics and well-known and familiar brands are likely to remain most popular.

COMPETITIVE LANDSCAPE

Zentiva and Reckitt Benckiser continue to lead sales

Two major players remain in the leading positions in analgesics, Zentiva with the brands Antinevralgic, Ibalgin and Paracetamol and Reckitt Benckiser with Nurofen. Zentiva trades on the low prices and high quality of its products, while Reckitt Benckiser trades on Nurofen’s strong international reputation.

Local manufacturers vie with global players

The competitive environment in analgesics can be characterised as a battle between strong local players such as Zentiva, Terapia Ranbaxy, Antibiotice and Biofarm and major multinational companies such as Reckitt Benckiser, Bayer, GlaxoSmithKline Consumer Health and Bristol-Myers Squibb. While the leading international brands are popular due to their strong branding, international profiles and reputations for quick and effective pain relief, the success of local players is based on the low-price positioning of their products, which is in turn the result of their in-country manufacturing, which enables them to keep their overhead costs very low.

Prices continue to increase despite increasingly intense competition

Although analgesics is becoming a more competitive category with the entry of numerous new players in 2018, this has not resulted in any reductions in average unit price. Although many of the category’s leading brands are produced locally, most are imported and this means that their prices fluctuate with the exchange value of the lei.

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