Analgesics in Romania

PROSPECTS

Growth is arising from multiple sources in analgesics

Analgesics is a large and diverse category in Romania and demand is spread relatively evenly over numerous categories, sustained by a high level of self-medication among consumers. Thus, positive growth over the forecast period is set to be based on steady growth across numerous categories, including adult aspirin, acetaminophen, ibuprofen and topical analgesics/anaesthetic, which are likely to keep being supported by heavy advertising.

Not just for headaches, adult aspirin remains popular

Adult aspirin continues to be a significant analgesic, although the main purpose is increasingly becoming the good functioning of the heart and circulatory system. A small dose of adult aspirin of 100mg and even less is recommended by doctors as it can provide benefits for blood circulation and protect against Alzheimer’s.

Adult naproxen leads growth thanks to OTC pioneer Nalgesin

A major launch in analgesics, Nalgesin by Krka Romania SRL has practically represented the entry of OTC adult naproxen in Romania and was the main reason why the category recorded the highest value growth in 2019. Other naproxen-based brands are Rx only, but this first step into OTC by Nalgesin is expected to lead to switches from other Rx naproxen brands and further develop the OTC adult category.

COMPETITIVE LANDSCAPE

Nurofen gives rival brands a headache

Reckitt Benckiser took over the leadership in analgesics in 2019 with its Nurofen brand, which has a strong international reputation. Nurofen was comfortably the leading brand by value share, a result of its intensive advertising campaigns reminding Romanians of the benefits of the product in combating different kinds of pain.

International players have the edge

The competitive environment in analgesics can be characterised as a battle between strong local players such as Zentiva, Terapia Ranbaxy, Antibiotice SA and Biofarm SA and major multinational companies such as Reckitt Benckiser, Bayer Romania SRL and GSK Consumer Healthcare. Nevertheless, some of the leading domestically manufactured brands are actually owned by international players as in the case of Terapia’s Aspenter and Zentiva’s range, which means that international players have the majority of analgesics sales.

High import level causes price rises, while topical analgesics/anaesthetic products receive the limelight

Although analgesics is becoming a more competitive category with the entry of numerous new players towards the end of the review period, 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 Romanian leu.

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