2009-美国非处方药行业分析与预测 OTC Pharmaceuticals in the United States.pdf
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1、 Datamonitor USA 245 Fifth Avenue 4th Floor New York, NY 10016 USA t: +1 212 686 7400 f: +1 212 686 2626 e: Datamonitor Europe 119 Farringdon Road London EC1R 3DA United Kingdom t: +44 20 7551 9000 f: +44 20 7675 7500 e: Datamonitor Middle East and North America Datamonitor PO Box 24893 Dubai, UA
2、E t: +49 69 9754 4517 f: +49 69 9754 4900 e: datamonitormena Datamonitor Asia Pacific Level 46, 2 Park Street Sydney, NSW 2000 Australia t: +61 2 8705 6900 f: +61 2 8705 6901 e: United States - OTC Pharmaceuticals 0072 - 0364 - 2009 Datamonitor. This profile is a licensed product and is not to be
3、photocopied Page 1 INDUSTRY PROFILE OTC Pharmaceuticals in the United States Reference Code: 0072-0364 Publication Date: July 2010 EXECUTIVE SUMMARY United States - OTC Pharmaceuticals 0072 - 0364 - 2009 Datamonitor. This profile is a licensed product and is not to be photocopied Page 2 EXECUTIVE SU
4、MMARY Market value The United States OTC pharmaceuticals market grew by 3.9% in 2009 to reach a value of $27,540.7 million. Market value forecast In 2014, the United States OTC pharmaceuticals market is forecast to have a value of $31,863.5 million, an increase of 15.7% since 2009. Market segmentati
5、on I Cough and cold preparations is the largest segment of the OTC pharmaceuticals market in the United States, accounting for 21.8% of the markets total value. Market segmentation II The United States accounts for 24.9% of the global OTC pharmaceuticals market value. Market share Johnson a much les
6、s costly business model than developing branded drugs. However, in countries such as the US for a medicine to be granted OTC status, it must have a wide safety margin and be effective. All countries have regulatory bodies that approve drugs for use such as the Food and Drug Administration (FDA) in t
7、he US. There are opportunities for new companies in over-the-counter drugs with the strong growth of the market. This is being fostered by an ageing population and by a global trend toward self medication. In the pharmaceutical industry, product recalls can damage brand image and issues over the saf
8、ety of drugs can impact end users decision to purchase OTC drugs, lowering switching costs. Even in this market where some products are highly important to the end user, customer preferences can have a strong pull-through on manufacturers. However, it is unusual for an OTC drug to be withdrawn from
9、the market due to safety issues although there have been a few instances. For instance, in 2005, the FDA FIVE FORCES ANALYSIS United States - OTC Pharmaceuticals 0072 - 0364 - 2009 Datamonitor. This profile is a licensed product and is not to be photocopied Page 19 removed phenylpropanolamine, a dec
10、ongestant, from over the counter sale due to a study that found the drug caused increased risk of hemorrhagic stroke in women. Drugs often become over-the-counter by switching from a prescription drug which can increase consumer confidence in the product. Overall the threat of new entrants is modera
11、te. FIVE FORCES ANALYSIS United States - OTC Pharmaceuticals 0072 - 0364 - 2009 Datamonitor. This profile is a licensed product and is not to be photocopied Page 20 Substitutes Figure 9: Factors influencing the threat of substitutes in the OTC pharmaceuticals market in the United States, 2009 Source
12、: Datamonitor D A T A M O N I T O R Prescription drugs offer an obvious substitute to OTC pharmaceuticals, but these are normally suited to treating more serious ailments, and thus largely fail to encroach into the OTC market. Moreover most pharmaceutical companies produce both OTC and prescription
13、drugs, which diminishes any threat from this particular substitute. Many consumers now use alternative medicines, like homeopathy but often in conjunction with conventional medicine, thereby making them less threatening, and more complementary. Sustained use of alternative medicines instead of scien
14、tific preparations is often linked with adherence to an alternative lifestyle. Thus, while there is niche demand for such products, the majority of the populace is unlikely to view alternative medicines as a viable alternative to OTC pharmaceuticals. Overall the threat from substitutes is assessed a
15、s weak. FIVE FORCES ANALYSIS United States - OTC Pharmaceuticals 0072 - 0364 - 2009 Datamonitor. This profile is a licensed product and is not to be photocopied Page 21 Rivalry Figure 10: Drivers of degree of rivalry in the OTC pharmaceuticals market in the United States, 2009 Source: Datamonitor D
16、A T A M O N I T O R The OTC pharmaceutical industry is witnessing increasing consolidation leading to bigger companies and more competition. For example, Pfizer completed the acquisition of Wyeth, an OTC pharmaceutical major, in October 2009. Most of the leading firms are large multinationals, and t
17、heir wide geographic spread reduces rivalry. However, these firms have typically high fixed costs, as drug research and development requires continued investment. Exit barriers are fairly high as most companies that manufacture OTC drugs are focused on the pharmaceutical market and are similar to on
18、e another. However, some personal care companies operate in the OTC drugs market or even in prescription pharmaceuticals meaning that exit barriers are lowered for these companies. For example, Reckitt Benckiser owns the Nurofen and Strepsils brand after acquiring Boots Healthcare International and
19、is also primarily involved in the production and distribution of household cleaning and personal care products. In this market, manufacturers can differentiate by demonstrating a drug that has a greater clinical benefit than another and also through a strong brand image. For example, Ibuprofen is a
20、popular painkiller but Nurofen is the best known brand which has achieved strong sales. Sales growth has been sustained by innovation and extensions to the product, for example the production of Nurofen fast relief. The growth in this market mitigates rivalry somewhat. Overall, rivalry with respect
21、to the OTC drugs market is moderate. LEADING COMPANIES United States - OTC Pharmaceuticals 0072 - 0364 - 2009 Datamonitor. This profile is a licensed product and is not to be photocopied Page 22 LEADING COMPANIES Johnson Tylenol acetaminophen products; Sudafed cold, flu and allergy products; Zyrtec
22、allergy products; Motrin IB ibuprofen products; and Pepcid AC Acid Controller from Johnson Topamax (topiramate), approved for adjunctive and monotherapy use in epilepsy, as well as for the prophylactic treatment of migraines; and Procrit (Epoetinalfa, sold outside the US as Eprex), to stimulate red
23、blood cell production. J Levaquin (levofloxacin) and Floxin (ofloxacin), both in the anti-infective field. Furthermore, the company offers Concerta (methylphenidate HCl) for the treatment of attention deficit hyperactivity disorder; Aciphex/Pariet, a proton pump inhibitor co-marketed with Eisa; and
24、Duragesic/Fentanyl Transdermal (fentanyl transdermal system, sold outside the US as Durogesic), a treatment for chronic pain that offers a novel delivery system. The medical devices and diagnostics segment offers a wide range of products used principally in the professional fields of physicians, nur
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