OTC Growth in Belgium: - Market trends and evolution - How ... growth in Belgium (IQVIA).pdf ·...

© 2019. All rights reserved. IQVIA® is a registered trademark of IQVIA Inc. in the United States, the European Union, and various other countries.

October 2019

OTC Growth in Belgium:

- Market trends and evolution

- How the market will develop

Luc Herman

Key Account Manager

Belgium

1

Compared to neighboring countries, Belgium is generally slower to pick-up ‘liberalization’ initiatives

• Online pharmacy

• Para pharmacies

• A low likeliness of liberalization of

OTC products

• Rx online

• POS initiatives

- ‘Rayon verts’ Carrefour

- Initiative DI (Drogisterie)

- Equiform

- …

• More then 8/10 consumers are loyal

to their pharmacy

• Majority of patients is also loyal

to the GP

• Health apps usage limited

• Powerful pharmacy and industry

associations

• Lower priority country for

product launches

Distribution Consumer Industry

IQVIA - BACHI Symposium, Brussels - October 2019 - Copyright © 2019 IQVIA. All rights reserved

2

1.244 1.272 1.288

1.330 1.342 1.354

-1,2%

2,2%

1,3%

3,2%

0,9% 0,9%

-1,0%

0,2%

-0,5%

1,8%

-0,9%

1,3%

-1,5%

-1,0%

-0,5%

0,0%

0,5%

1,0%

1,5%

2,0%

2,5%

3,0%

3,5%

0

200

400

600

800

1.000

1.200

1.400

1.600

juil-14 juil-15 juil-16 juil-17 juil-18 juil-19

Pre

vio

us p

eri

od

Gro

wth

%

Valu

e in P

UB

/EU

R

Year on Year Value Growth & OTC Market Size – Traditional pharmacies MAT 07 2019

Total OTC Mio Eur PPG OTC PPG retail

Belgian OTC market witnesses a drop over the last 2 years, aligned with the global picture


Note: Sales data for MAT 07 2019

Source: IQVIA OTC audits

Total retail = 4,545 PUB/ EUR

OTC Share = 29%

3

* Out of 73 IQVIATM OTC categories

Aspirational categories driving close to a third of market growth

Source: IQVIATM OTC Insights – MAT 07 2019

3%

4%

5%

6%

6%

7%

7%

7%

8%

10%

05F IMMUNOSTIMULANT PREP.

13B MOOD ENHANCING PRODUCTS

17B ANTI-SMOKING

03F PROBIOTICS DIGEST HEALTH

04E OTHER SPECIFIC VITAMINS

04C VITAMIN B GROUP

05C OTHER STIMULANTS

02C MIGRAINE RELIEF

13A CALMING AND SLEEPING PRODUCTS

01F NASAL SALINE SOLUTIONS

Fastest Growing Categories: 3 Year CAGR – MAT 07/2019

– All pharmacy channel – Above 5 Mio PUB/EUR sales

Symptom Relief Categories

Aspirational Categories

26%

of OTCvalue sales

56%

of OTCvalue growth

1 in 3Categories by number*

6 in 10fastest growing

categories


4

86,3 m

66,1 m

61,2 m

53,2 m

53,2 m

49,4 m

44,5 m

43,4 m

32,9 m

29,8 m

23,3 m

18,0 m

17,6 m

16,9 m

15,9 m

14,4 m

13,2 m

12,5 m

12,2 m

11,8 m

J&J CONS.

BRISTOL-M. SQUIBB

GLAXOSMITHKL.CHLT

SANOFI CHC

RECKITT BENCKISER

SMB LABORATOIRE

EG GENERICS

TAKEDA BELGIUM

MEDA PHARMA

MELISANA

QUALIPHAR

TEVA PHARM.BELGIUM

NORGINE

WILL-PHARMA

BIOCODEX BENELUX

SERVIER

ZAMBON

TILMAN

MERCK CONS.HLTH

SANDOZ

A flat growth for registered OTC products

Total Registered OTC: -0.0%

Top 20 OTC Companies Sales and Growth – All pharmacy channel REGISTERED

(Sales in PUB Price in €m and % difference compared to previous year; MAT/07/2019)


2,3%

-1,7%

-9,6%

-0,4%

2,3%

0,5%

16,1%

1,2%

0,6%

-4,5%

4,5%

-7,7%

22,5%

6,3%

-0,2%

8,8%

6,9%

9,8%

-4,2%

-6,4%


5

Growth of 5.4% over the last MAT for non registered OTC

-2,3%

-1,8%

10,0%

9,6%

27,7%

1,6%

9,8%

9,9%

21,1%

5,6%

0,0%

-4,3%

2,9%

-0,6%

-2,2%

-7,0%

14,7%

0,8%

18,5%

10,7%

Total Non

Registered

OTC: +5.4%


Top 20 OTC Companies Sales and Growth – All pharmacy channel NON REGISTERED

(Sales in PUB Price in €m and % difference compared to previous year; MAT/07/2019)

45,0 m

43,5 m

42,6 m

31,8 m

17,3 m

16,7 m

16,1 m

15,7 m

15,1 m

12,8 m

12,0 m

11,6 m

11,2 m

11,0 m

10,3 m

9,5 m

9,5 m

9,1 m

8,7 m

8,0 m

MERCK CONS.HLTH

PERRIGO

METAGENICS

TILMAN

EG CONSUMER CARE

TRENKER

MELISANA

THEA PHARMA

THERABEL

IXX PHARMA

BAYER CONSUMER…

TAKEDA BELGIUM

MEDA PHARMA

ASTEL MEDICA

QUALIPHAR

CERES PHARMA

PHARMA NORD

ARKOPHARMA BELUX

PURESSENTIEL BENELUX

URSAPHARM


6

Growth within the overall pharmacy channels is absolutely impressive for the ‘special facial care’ category

€ 2.566.575,05 € 2.148.759,89

-€ 686.122,18

€ 562.349,78 € 759.685,34

€ 8.446.937,32

€ 3.290.333,41

€ 2.418.521,83 € 2.181.179,34 € 2.000.802,68

82B SPEC.FACIAL CAREPRODUCT

83F SUN PRODUCTS 82F BODY BEAUTY CARE PRWOMEN

83A ANTI-SEBORRHOEICPRODUCTS

83H BEAUTY PRS RESTORINGSKIN

Absolute GROWTH PP 7/2018 Absolute GROWTH PP 7/2019

Online and Para pharmacies represents for some

companies already more than 35% of sales


Absolute growth in PUB/EUR – Top 5 growth categories – All pharma channels


7

E-commerce continues to increase

2.95 Bn PUB

EUR Q1 2019

20% of total

shopping spend BE

Online purchases

through smartphone 15%

and laptop 50%

+8% vs. Q1 2018 Category Health and Beauty

shows strongest growth

(+47% vs. Q1 2018 – 10th position)


8

Decrease in the Belgian pharmacy landscape

Negative trend for the Belgian pharmacies due to cost reduction and governmental laws and the rise of online

distributors, changing consumer behaviour and new supply chain technologies

Evolution of the number of pharmaciesNumber of pharmacies per 10k

inhabitants (2019)

Share of private versus chain

pharmacies (2019)

4000

4200

4400

4600

4800

5000

5200

5400

1999

2013

2014

2015

2016

2017

2018

2019

2020

2022

2024

2026

2028

2030

Neighbouring countries: 1 pharmacy/8000 inhabitants

In Belgium this would mean 1375 pharmacies

At 1% loss each year: In 2030 still 4345 pharmacies in Belgium


9

In Belgium, consumers are evolving and shifting from curative products to preventive solutions

Benefits from

Integrated Solutions

Empowered

Digital Consumer

Focus on Wellness

and Prevention

Proactive and Coached

Health Management

Source: IQVIATM OTC Trends Report


10

Kaiser Permanent Risk Stratification Pyramid

With better prevention, self care support needed at a later stage

Case Management

Disease Management

Self-care Support

High Complexity Patients (5%)

High Risk Patients (15%)

Chronic Patients (70-80%)

Self-care

Professional Care

Prevention General Population


11

The industry is building new collaborative models to answer to changing consumer needs

• Selfcare will further gain in importance

- Opportunity for products in prevention

- Patient and Consumer data sharing becomes key

› Standardized approach with personal feel for end user


12

Changing role for pharmacies from supplier to healthcare partner

Evolution from TREATMENT TO PREVENTION through an OMNI-CHANNEL experience

Personalised treatment with the

pharmacy as entry-point into health

service through preventive screening

and reliable, rapid diagnostic testing

Patient Centered-care Pharmacy at Home


13

Pharmacy 2.0

The future of medicine will be such that it becomes more bespoke and tailored to individual requirements, and

nimble, updatable robots will be perfectly placed to respond to continually changing patient needs, particularly to those with

chronic health conditions


14

From healthcare partner to a healthcare coach

Personalized approach and healthcare coaching

• Increase medication adherence

• Buid Brand Awareness with sponsored content

• Grow Customer Loyalty

There is a need for Health Care Practitioners to be involved in the development of personalized care plans, coaching,

education and the delivery of patient-centered care


15

Tech, an opportunity for traditional consumer health and pharma

Opportunity for collaboration and new product

launches in terms of wearables, capturing

consumer information


Tech companies gathering more and more

information about the health of consumers, allowing

powerful analytics

Smart and digital ways of tracking health, getting

medical advice without physically engaging with a

HCP

“

17

– Wayne Dyer

“If you change the way you

look at things, the things you

look at change”

18

Thank you

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