Analgesics in Ukraine

2020 IMPACT

Growth spike in analgesics as consumers panic buy

During the quarantine in March 2020, many Ukrainians rushed to buy analgesics fearing possible shortages during the COVID-19 outbreak. Among the most popular ones were adult acetaminophen, paediatric ibuprofen and adult combination products - analgesics, with the brands Paracetamol, Nurofen and Spasmalgon respectively standing out as consumer favourites.

Advertising ensures demands for brands, chemists/pharmacies allow pre-orders via e-commerce channels

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.

Leading players benefit from well-known brand names and strong advertisements

Multinational players Teva Ukraine and Reckitt Benckiser Household & Healthcare Ukraine lead analgesics in 2020, benefitting from early entry, efficiency (with imported brands believed to be more effective), and promotional support for brands through strong advertising. Nurofen, from Reckitt Benckiser Household & Healthcare Ukraine, has been aggressively advertised since its launch, and benefits from being recognised as "Nurofen" rather than a type of ibuprofen.

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