Analgesics in Ukraine

PROSPECTS

Ageing population set to contribute strongly to forecast growth

Analgesics saw strong current value growth in 2019, and is expected to continue to see a good performance in the forecast period. Demographic trends have a significant impact on retail sales of analgesics in Ukraine.

Advertising ensures demand for brands, despite the lower prices of generics

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

Diversification of positioning to increase consumers’ interest

At the end of the review period, analgesics was one of the most established and mature categories within consumer health in Ukraine. Such products are popular amongst Ukrainians, who often aim to alleviate symptoms through painkillers alone.

COMPETITIVE LANDSCAPE

Analgesics sees strong competition between brands and generics

In 2019, analgesics was represented by a number of domestic and international companies, the biggest of which were multinational player Reckitt Benckiser Household & Healthcare Ukraine and the local player Darnitsa. Overall leadership in analgesics is ensured by various factors, including: early market entry, with generics Citramon and Paracetamol well-known and popular for decades; pricing, with generics typically having the appeal of low prices; efficacy, with imported brands believed to be more effective; and promotional support, with multinational brands such as Nurofen attracting consumers through strong advertising.

New product development expected, hoping to boost slowing growth

New product development is an area of investment which can enhance 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.

Strong growth for Spasmalgon thanks to efficacy and advertising

Spasmalgon from Teva Ukraine was the leading brand within the popular combination analgesics category in 2019, and saw a strong value increase in this year. It continued to see growth in both its sales and share within this category, as well as within overall analgesics, as it is perceived by consumers as an efficient combination product which is well-supported by advertising; television advertising in particular.

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