Execu�veSummary

�  Anageingpopula�onandstrongbrandinghelpeddrivestrongyear-on-yeargrowthintheUK,wheretopicalanalgesicsprimarilycomprisebrandsfortrea�ngjointandmusclepain;asmallnicheofproductsposi�onformigraine/headacherelief

�  Patchformatsareincreasinglypopular,withbrandsthattradi�onallyofferedcreams/gelsextendedwithpatches/plasters�  Brazil’stopicalanalgesicsmarketpostedonlymodestgrowthin2017;rubefacientstakethelargestshare,withdiclofenacthelargestmedicatedsegment

�  Warmingandcoolingproducts,par�cularlycoolingsprays,areespeciallypopular

Australia–Overview

Specialistlaunches

Adver�sing

Liberalregula�ons

Safetyconcerns

Reverse-switch

Privatelabels

Growthdrivers&nega�vefactors

�  Regulatoryenvironmentforanalgesicsisotherwiserela�velyliberal;althoughmassmarketnaproxenwasdeniedapprovalin2016,ingredientwasgrantedAppendixHstatusinJune,permi�ngconsumeradver�sing

�  Paracetamolandibuprofencombina�onssuchasNuromol(RB)andMaxigesic(AFTPharmaceu�cal)weregrantedS2(pharmacy-only)statusinJune2016whenlabelledwitharecommendeddailydoseofibuprofen1,200mgorlessinpacksofnomorethan12doses

�  Amongtopicalanalgesics,non-medicatedop�onsandproductsforsportsinjuriesaresignificantsegments;marketerssuchasMentholatumhaveextendedtheirproductlineswithmassagerubsandsprays

Marketermid*2017/

$mnmid*17///

mid*16/CAGR/16/12

%/share

1 GlaxoSmithKline 155.4 "5% +1% 45

2 RB 67.9 "4% +2% 20

3 Sanofi 23.6 "16% "4% 7

4 Pfizer 13.0 +7% +8% 4

5 Bayer 8.7 "2% "3% 3

6 Arrow 8.0 "3% n/a 2

7 Perrigo 5.5 "10% +0% 2

8 Pharmacor 4.9 +7% n/a 1

9 Rohto 4.6 +3% +5% 1

10 Painaway 3.0 "1% +4% 1

Others 47.1 "4% +0% 14

Australia/leading/analgesics/marketers/mid*2017/(MSP,%$mn)

�  TVadsfortheDolipranerangecarriedthetagline“Anallyagainstpain”

�  Thetaglineappearedinawebsite(contreladouleur.fr)launchedbySanofiinearly2017,toprovideinforma�onandsupportforconsumerssufferingfromchronicpain,plusasec�onforHCPs

�  Sanofi’sCoDolipraneAdultes(paracetamol,codeine)isnowRxfollowingthereverseswitchofcodeinein2017

�  Upsa/BMSfieldsNo.2andNo.3brands,paracetamol-formulatedDafalganandEfferalgan

�  Dafalganhasalargelyethicalposi�oning,withmostop�onsreimbursedat65%whenprescribed

�  Efferalgan,meanwhile,hasanewpureOTCfocus,withUpsa/BMSrenamingreimbursedop�onsEfferalganMed,whilepureOTCversionsEfferalganTab(1,000mgtabs)andEfferalganOdis(500mgorodispersibletablets)wererenamedEfferalgan

�  AllpureOTCop�onsarenoweligibleforself-selec�oninpharmacies,andhavebeensupportedwithfrequentTVandprintadsfocusingonorodispersiblesachetop�onsandstressingsuitabilityforon-the-gouse,carryingtagline“Noglass,nowater–effec�vewhereveryouare”

�  Paracetamolbrandsfacecompe��onfromgenerics,notablyfromBiogaran/Servier,MylanandPGT/P&G(forTeva)�  However,Doliprane,DafalganandEfferalganavoidedinclusioninthegenericdirectory(whichwouldhaveallowedautoma�cgenericprescrip�onofthebrandswhenprescribed)a�ermarketersagreedtopricecutsin2015

France–Systemicanalgesics

TVadsshoweddifferentDolipranepresenta�onsabletotreatarangeofbodypains

BrandCaseStudies

Neosaldina(Nycomed/Takeda)�  No.3systemicanalgesicinBrazil,headachetreatmentNeosaldinaispromotedas“Brazil’sfavouriteheadacheremedy”

�  Ithasretaineditsposi�oninthefaceofgrowingcompe��onfromgenericsandsimilarsaswellasdynamiclaunchDorilEnxaqueca(Cosmed/Hypermarcas)

�  Brandusesproprietary“3XTRA”formula�on,combiningmetamizole,isometheptenemucateandcaffeine,toprovidefast-ac�ngrelieffromheadache

�  “ThinkingHeads”A+Pcampaign,featuringTVpresenterandmodelFernandaLima,promotesthebrandtowomenwithhigh-stresslifestylesandjobs,andbrandsiteneosaldina.com.brfeaturesmale-andfemale-specificadviceonthecausesofpaincondi�onsincludingheadaches

�  Promo�onalsoincludesthe“Neosapp”healthinforma�onsmartphoneapp�  Althoughbrandhasseenlimitedlineextension,withonlyoneformulaandtwoformatsavailable,widerangeofpacksizesincluding1,4and10-countblisterpacksand20-and30-countboxesgivesitwideappealacrossdifferentincomegroups

Neosaldinaanalgesicssales2012-16

(MSP,$mn)

Successfactors:Neosaldina’sstrengthcomesfromitsestablishedreputa�onintheheadachesegment;proprietaryfast-ac�ngformulaprovidesresilienceagainstgenericmetamizolecompe��on.

Countrymid+20170

$mnmid+170/0

mid+160CAGR016/12

%0share

Brazil 69.3 +9% +7% 100

† includes global Top 20 OTC markets only

Neosaldina0leading0analgesics0markets0mid+2017†0(MSP,0$mn)

2012$ 2013$ 2014$ 2015$ 2016$

54.1$(+13%)$

47.9$58.8$(+9%)$

58.9$(+0%)$

62.1$(+5%)$