Analgesics in Ukraine

PROSPECTS

Population ageing – an important contributor to sustaining demand for analgesics

In analgesics, demographic trends have a significant impact on retail sales in Ukraine. While the population is set to decrease further, as per Euromonitor International estimates (from 42 million in 2018 to 41 million in 2023), consumer ageing is set to become increasingly characteristic of the country.

Continuous advertising campaigns add to OTC analgesics competitiveness

Advertising campaigns, especially those run on national television channels in support of a number of international brands (eg Nurofen and Deep Relief), play an important role in shaping consumer interest in analgesics. Whilst there is a strong tradition of taking generics (eg Analgin, Paracetamol and Citramon) for combating pain, multinational companies attract consumers to their more expensive brands through shaping a strong brand image.

COMPETITIVE LANDSCAPE

Analgesics – an area of strong competition between brands and generics

In 2018 analgesics was represented by a number of domestic and international companies, the biggest of which are multinational player Reckitt Benckiser Household & Healthcare Ukraine and the local player Darnitsa FF. Overall leadership in analgesics sales is well ensured by the pioneering entry of specific medicines (eg generic Citramon and Paracetamol are well known and have remained popular for decades), pricing (eg typically generics have low-price appeal, whilst imported brands tempt consumers with higher efficacy perception) and promotional support (multinational brands such as Nurofen attract consumers through active TV advertisements in spite of the comparatively high pricing).

New product development expected to boost lagging interest in stale category

New product development is another area of investment allowing for enhancing a player’s position in analgesics, but at the end of the review period there were no noteworthy new launches. In the future, the situation is likely to change, with investments in innovations (including not only formulations but also more convenient packaging and formats), allowing players to boost competitiveness by reviving active consumer interest in what has come to be considered a relatively stale category.

Paediatric analgesics is nearly monopolised by Nurofen

Paediatric analgesics is comparatively limited in assortments in Ukraine, with acetaminophen and ibuprofen the only active OTC categories. Many manufacturers prefer not to introduce separate brands for adults and children, especially when it comes to cheap generic analgesics.

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