The market of OTC products, including the non-pharmacy segment, may become the
area of interest for many pharmaceutical companies due to the legal
regulations concerning prescription medicines soon to enter into force in
Poland. If you want to track the market and examine its future trends, the
professionals at PMR gathered all of the latest market intelligence and
assembled it into this one concise document.
The report contains a comprehensive analysis of non-pharmacy OTC sales,
with emphasis on:
medicines
dietary supplements
functional foods
herbal teas
energizing foods.
The publication presents the value of the market and growth forecasts
for 2011-2013, and describes the main trends that may shape the market in the
coming years. It also presents the profiles of key players of the
non-pharmacy segment, as well as legal regulations and consumer
behaviour that affect it.
The analysis is supplemented with the findings of a store check carried
out by PMR in hypermarkets in Poland.
Why is the PMR report worth buying?
It presents the finding of a unique store check carried out for the
purposes of the report.
It is the only such publication on the market.
It analyses not just the segment of OTC medicines and dietary
supplements, but also fortified foods, functional teas, baby food
and many other.
Overview of key topics
Value of the non-pharmacy OTC market and development forecasts for
2011-2013
Share of the non-pharmacy market in total OTC sales
Value of herbal and functional tea sales
Top producers in non-pharmacy sales
Advertising outlays of OTC producers
Display of OTC products in stores
Promotions of OTC products in stores
Products most frequently found in stores
Penetration of individual therapy groups in stores
Pharmaceutical wholesalers specialising in distribution to the
non-pharmacy market
The number of general stores
The number of herbal medicine stores
Find out the answers!
What is the value of the non-pharmacy OTC market?
How is the non-pharmacy segment of OTC products going to develop in
2011-2013?
What trends are going to impact the growth of non-pharmacy OTC sales in
the next years?
Which OTC products are most frequently found in stores?
What are the rules of displaying OTC products in stores?
Which producers are key players in the non-pharmacy segment of OTC
products?
How high are advertising outlays of OTC producers?
Which wholesalers specialise in non-pharmacy distribution of OTC products?
What is the number of general stores in Poland?
What is the number of herbal medicine stores in Poland?
What brands of functional teas are available in Poland?
What brands of modified baby milk are available in Poland?
What are the regulations for marking and advertising OTC medicines,
dietary supplements, fortified foods and foodstuffs intended for particular
nutritional uses?
What is the share of non-pharmacy sales in the OTC market?
What is the share of non-pharmacy sales in the market of dietary
supplements?
What are the main therapy categories in the non-pharmacy market?
The report will prove useful when..
starting operations in the segment of dietary supplements, OTC medicines,
functional foods
entering the non-pharmacy market
operating on the non-pharmacy market in Poland
adding products available on the non-pharmacy market to your portfolio
analysing the offer of the competition
analysing the players active in the sector
estimating the growth potential of the segment
planning development strategy for the company in the area of OTC products
launching a new OTC product on the non-pharmacy market
Who can profit the most from buying the report?
executive staff, managers, marketing departments of pharmaceutical or food
companies that offer functional food, herbal teas etc
distributors of OTC products to the non-pharmacy market
businesses from the pharmaceutical or food industry
foreign investors on the Polish market of OTC products
According to our estimations, in 2010 non-pharmacy sales accounted for
about 12% of the value for the Polish market of OTC products. Due to legal
changes limiting the number of products authorised for sale outside of
pharmacies (a list effective from October 2009, the law on food safety and
nutrition), the share was lower than in the previous years - in 2008, it
reached 14%.
At the end of H1 2011, already over a half of OTC products on hypermarket
shelves were dietary supplements, one in five products were drugs or
herbal/functional tea.
OTC products in hypermarkets are placed mainly on the ‘health
shelf’.
Market commentary by expert
“According to PMR' s estimations, in 2009 the non-pharmacy market of OTC
products (drugs and dietary supplements) rose by about 11% year on year, and
for the first time ever exceeded PLN 1bn. 2010 was a weaker period for the
entire pharmaceutical industry, which reflected on the non-pharmacy market,
whose growth dynamic reached around 1%. It was also connected with the high
base in the previous year, as well as the fact that in October 2009 a list of
products authorised for sale in general stores came into force. However, it
did not revolutionise sales - modifications were concerned mainly with the
introduction of new packaging sizes and new doses of popular drugs. We expect
that this year is going to be a better one for OTC sales than 2010. The
dynamic of the non-pharmacy OTC market in 2011 is likely to reach around 5%.
In 2012-2013, the market should expand at the rate of around 4% a year.”Agnieszka Skonieczna, Senior Pharmaceutical Market Analyst.
Methodology
This report was prepared using PMR MarketInsight methodology developed by PMR
which assists in the complex preparation of industry reports.
About PMR
PMR Publications provides reliable market intelligence for business
professionals and analyse the business climate in particular in the
construction, retail, IT, telecommunications and pharmaceutical sectors. PMR
Publications offers both free and paid subscription newsletters, internet news
portals, and in-depth reports.
PMR Publications is part of PMR a British-American company providing
market information, advice and services to international businesses interested
in Central and Eastern European countries as well as other emerging markets.
PMR key areas of operation include consultancy (through PMR Consulting)
and market research (through PMR Research).
Table of Contents
I. Report methodology
II. Executive summary
III. Overview of the non-pharmacy market of OTC products in Poland
Key events and trends on the non-pharmacy market in Poland
Key events and trends in 2009-2011
Events and trends anticipated for 2011-2013
Value of non-pharmacy OTC market in 2007-2013
Share of non-pharmacy market in OTC sales in Poland
Value of non-pharmacy drug market in 2007-2013
The main therapeutic categories on the non-pharmacy market
Sales structure on the non-pharmacy market
Value of the non-pharmacy market of other health products
The market of herbal, green, red, white and functional teas
The market of functional food
The market of baby food
The market of herbal medicinal products
IV. Findings of store check research
Introduction
In-store display of OTC products
“Health shelves”
Shelves with teas
Checkout area
Stands featuring selected products
In-store promotions of OTC products
Products most often found in stores
OTC drugs
Dietary supplements
Herbal and functional teas
Market penetration of individual therapeutic groups
Vitamins and minerals
Vitamin and mineral compounds
Vitamin compounds
Vitamin C
Magnesium
Calcium
Analgesics
Remedies for flu, cold, cough, sore throat and runny nose
OTC gastric preparations
Slimming preparations and teas
Preparations affecting the functioning of the liver
Preparations combating heartburn and hyperacidity
Preparations stimulating memory and concentration
Energising preparations
Preparations improving the functioning of the circulatory system
Preparations improving hair, skin and nail condition
Sleeping preparations and sedatives
Preparations metabolising alcohol
Preparations used to combat motion sickness
Companies with the largest market penetration
Total market
The market of medicines
The market of dietary supplements
The market of herbal/functional teas
V. Key players on the non-pharmacy OTC market in Poland
Key players on the OTC drugs and dietary supplements market
Key players on the market of preparations for infants and children
Key players on the market of functional and herbal teas
Key players on the market of medicinal herbal products
Key players on the market of energy and isotonic drinks
Profiles of selected manufacturers from non-pharmacy sektor
VI. Advertising of OTC products
Overview of the market
TV advertising
Radio advertising
Online advertising
Outdoor advertising
VII. Legal environment
Classification of OTC and other health products in Poland
OTC medicines
Regulations governing non-pharmacy trade in OTC medicines
Institutions governing non-pharmacy trade in OTC medicines
Definition
Safety
Labelling
Advertising
Dietary supplements
Regulations governing non-pharmacy trade in dietary supplements
Institutions governing non-pharmacy trade in dietary supplements
Definition
Safety
Labelling
Adevertising
Composition
Changes regarding dietary supplements under amendment to the Act on
Safety of Food and Nutrition
Food products for particular nutritional uses
Legal regulations governing trade in foodstuffs intended for particular
nutritional uses
Definition
Safety
Labelling and advertising
Infant formulae and follow-on formulae
Food products intended for use in energy restricted diets for weight
reduction
Dietary food for special medical purposes
Functional food
Legal regulations governing trade in functional food
Definition
Enriched food
Novel food
Legal regulations governing trade in novel food
Definition
Safety
Labelling
Herbal medicinal products
Legal regulations governing trade in herbal medicinal products
Definition
Safety
Composition
Non-pharmacy distribution outlets
Definition of non-pharmacy outlet
Premises standards and staff qualification requirements
Criteria for approving medicinal products for non-pharmacy retail sale
Herbal medical stores
Specialist medical supplies stores and general stores
Mail order sale of OTC products
VIII. Consumer behaviour
Actions taken to improve health
Preferred health-related diet components
Dietary habits
Most common disorders and illnesses
Actions taken in illness
Factors impacting the decision to purchase OTC medicines
Places where medical items are purchased
IX.Non-pharmacy distribution of OTC drugs
Wholesale distribution
Profiles of selected leading players specializing in non-pharmacy
distribution
Retail distribution
General stores
Hypermarkets
Supermarkets
Discount stores
Small grocery stores
Convenience stores
Shops at petrol stations
Kiosks
Drugstores
Herbal medical stores
X. The macroeconomic and demographic situation of Poland
GDP
Employment
Wages
Inflation
Income and spending of households
Demographics
XI. List of graphs
XII. List of tables
XIII. About PMR
List of graphs
1. Share of non-pharmacy market in total OTC sales in Poland, 2010
2. Value (PLN m) and change of non-pharmacy OTC products sales in Poland,
2007-2013
3. Share of non-pharmacy market in total OTC sales in Poland, 2010
4. Share of drugs and dietary supplements in non-pharmacy OTC market in
Poland, 2010
5. Share of non-pharmacy market in total OTC drugs and dietary supplements
sales in Poland, 2010
6. Value (PLN m) and change of non-pharmacy OTC products sales in Poland,
2007-2013
7. Value shares of individual therapeutic categories in the non-pharmacy
market of medicines in Poland, 2010
8. Structure of sales of painkillers on the non-pharmacy market in Poland,
in terms of value, 2010
9. Structure of sales of lozenges on the non-pharmacy market in Poland, in
terms of value, 2010
10. Structure of sales of gastric tablets on the non-pharmacy market in
Poland, in terms of value, 2010
11. Shares of herbal, green, red and white teas in the tea market in
Poland, by value, February 2010-January 2011
12. Shares of herbal, green, red and white teas in the tea market in
Poland, by volume, February 2010-January 2011
13. Value of sales of functional teas in Poland, Q2 2007-Q1 2011
14. Shares of functional products in total sales in individual categories
in Poland, October 2008-September 2009
15. Distribution channels for functional products in Poland, by value,
October 2008-September 2009
16. The main categories of on the infant food market in Poland, by volume,
April 2010-March 2011
17. The main categories on the infant food market in Poland, by value,
April 2010-March 2011
18. Most preferred brands of modified milk for children and infants in
Poland, April 2010-March 2011
19. Average number of OTC products in hypermarkets in Poland, by chain,
2011
20. OTC products in hypermarkets in Poland, volume share of particular
groups in assortment, 2011
21. Average number of medicines and dietary supplements in hypermarkets in
Poland, by product status, 2008 and 2011
22. Presence of individual types of herbal and functional teas in
hypermarkets in Poland, July 2011
23. Companies whose products are most often displayed near hypermarket
checkouts in Poland, July 2011
24. Types of promotions for OTC products in hypermarkets in Poland, 2011
25. Types of OTC products promoted in hypermarkets in Poland, 2011
26. Most popular OTC drugs sold in hypermarkets in Poland, July 2011
27. Most popular dietary supplements sold in hypermarkets in Poland, July
2011
28. Most popular herbal teas sold in hypermarkets in Poland, July 2011
29. Shares of individual therapeutic categories of medicines in the number
of products in hypermarkets in Poland, 2011
30. Shares of individual therapeutic categories of dietary supplements in
the number of products in hypermarkets in Poland, 2011
31. Shares of manufacturers of vitamins and minerals in the number of
products in hypermarkets in Poland, July 2011
32. Shares of analgesic manufacturers in the number of products in
hypermarkets in Poland, July 2011
33. Shares of manufacturers of flu and cold remedies in the number of
products in hypermarkets in Poland, July 2011
34. Shares of manufacturers of gastric preparations in the number of
products in hypermarkets in Poland, July 2011
35. Shares of manufacturers of medicines, dietary supplements and
herbal/functional teas in the number of products in hypermarkets in Poland,
July 2011
36. Shares of medicine manufacturers in the number of products in
hypermarkets in Poland, July 2011
37. Shares of dietary supplement manufacturers in the number of products
in hypermarkets in Poland, July 2011
38. Shares of herbal/functional teas manufacturers in the number of
products in hypermarkets in Poland, July 2011
39. Value share of key players in the analgesics and vitamins market in
Poland, 2009
40. Key players on the market of functional teas in Poland, by sales
value, Q2 2010-Q1 2011
41. Revenue (PLN m) and change for US Pharmacia, 2009-2010
42. Revenue (PLN m) and change for Kruger Polska, 2006-2009
43. Revenue (PLN m) and change for Aflofarm, 2006-2009
44. Revenue (PLN m) and change for Polski Lek, 2006-2010
45. Revenue (PLN m) and change for Herbapol Lublin, 2006-1H 2010
46. Revenue (PLN m) and change for Tata Global Beverages in Poland,
2006-2009
47. Revenue (PLN m) and change for Efferta, 2008-2009
48. Revenue (PLN m) and change for GlaxoSmithKline Consumer Healthcare in
Poland, 2006-2010
49. Revenue (PLN m) and change for Bio-Active in Poland, 2005 - Q1-Q3 2010
50. Revenue (PLN m) and change for Polpharma in Poland, 2007-2009
51. Revenue (PLN m) and change for Belin, 2001-2010
52. Revenue (PLN m) and change for Bayer in Poland, 2006-Q1 2011
53. Revenue (PLN m) and change for Pliva, 2007-2009
54. Revenue (PLN m) and change for Teva Kutno, 2006-2009
55. Share of the pharmaceutical industry' s spending in total advertising
spending in Poland, H1 2011
56. Shares of individual media in advertising spending of the
pharmaceutical industry in Poland, H1 2011
57. Number of media used in advertising by pharmaceutical companies in
Poland, H1 2011
58. Share of the pharmaceutical industry' s spending in total spending on
TV advertising in Poland, H1 2011
59. Spending on TV advertising of the largest advertisers in the
pharmaceutical industry in Poland (PLN m), 2009-H1 2011
60. Spending of pharmaceutical companies on radio advertising in Poland
(PLN m), January-February 2010-2011
61. Spending on outdoor advertising (PLN ' 000) and change in the
pharmaceutical sector in Poland, 2006-Q1 2011
62. Classification of OTC and other health products in Poland, 2011
63. Actions taken by Poles' to improve their health, 2006 and 2008
64. Key components of food and beverages beneficial to health, Poland
versus other countries, 2011
65. Perceived significance of food and beverage components beneficial to
health, by age, 2011
66. Poles' most frequent disorders and diseases, 2008
67. Most frequent illnesses, disorders and types of pain of Polish women,
2010
68. Actions taken by Poles suffering from pain or ailments, 2009
69. Factors influencing decision which OTC product to buy, Poland in
comparison with the European average, 2009
70. Place of purchase of medical products in Poland, 2009
71. Non-pharmacy distribution model in Poland, 2011
72. Shares of various retail formats in the grocery market in Poland, by
value, 2009
73. Number of petrol stations of the major fuel concerns in Poland, H1 2011
74. Estimated number of kiosks in the chains of the largest press
distributors in Poland, July 2011
75. Selected largest cosmetics/drugstore chains in Poland, by number of
stores, July 2011
76. Real change of GDP in Poland (%, y-o-y), 2001-2013
77. Unemployment rate in Poland (%, end of period), 2007-2013
78. Average gross monthly salary in the national economy in Poland (PLN),
2001-2010
79. Annual CPI in Poland (%), 2001-2013
80. Average monthly income and spending per capita in Polish households
(PLN), 2001-2010
81. Population in Poland by place of residence, 2010
82. Percentage of urban population in Poland, by voivodship (%), 2010
List of tables
1. Overview of the offer of functional, green, red, white and herbal teas
in Poland, 2011
2. The offer of isotonic drinks available in Poland, 2011
3. The offer of infant formulae and follow-on formulae in Poland, 2011
4. Number of products and market players in selected categories of
medicines in hypermarkets in Poland, 2011
5. Number of products and market players in selected categories of dietary
supplements in hypermarkets in Poland, 2011
6. Number of products and market players in selected categories of herbal
and functional teas in hypermarkets in Poland, 2011
7. Companies operating under the Herbapol brand in Poland, 2011
8. US Pharmacia' s products available in hypermarkets in Poland, 2011
9. Kruger' s products available in hypermarkets in Poland, 2011
10. Aflofarm' s products available in hypermarkets in Poland, 2011
11. Polski Lek' s products available in hypermarkets in Poland, 2011
12. Herbapol Lublin' s products available in hypermarkets in Poland, 2011
13. Tata Global Beverages' products available in hypermarkets in Poland,
2011
14. Efferta' s products available in hypermarkets in Poland, 2011
15. Reckitt Benckiser' s products available in hypermarkets in Poland, 2011
16. GlaxoSmithKline' s products available in hypermarkets in Poland, 2011
17. Bio-Active' s products available in hypermarkets in Poland, 2011
18. Polpharma' s products available in hypermarkets in Poland, 2011
19. Belin' s products available in hypermarkets in Poland, 2011
20. Bayer' s products available in hypermarkets in Poland, 2011
21. Teva Group' s products available in hypermarkets in Poland, 2011
22. New chemical forms approved for use in the production of dietary
supplements in Poland, 2010
23. Reference values for vitamins and minerals for labelling dietary
supplements in Poland, 2010 in comparison with the previous value
24. Comparison of premises standards and staff qualification requirements
applying to the sale of medicinal products by herbal medical stores, general
stores/specialist medical supplies stores and pharmacy outlets in Poland, 2011
25. Comparison of qualification requirements for staff dispensing
medicinal products at herbal medical stores, general stores/specialist medical
supplies stores and pharmaceutical outlets in Poland, 2011
26. Number and criteria of medicinal products approved for sale at
pharmacy points, herbal medical outlets, general stores and specialist medical
supplies stores in Poland, 2011
27. List of active substances approved for trade in general stores and
specialist medical supplies stores in Poland, 2011
28. Hypermarket chains in Poland, by sales value and store number,
2008-2010
29. Largest supermarket chains in Poland by value of sales and number of
outlets, 2008 and 2009
30. Discount chains in Poland by value of sales and number of outlets,
2008 and 2009
31. Largest chains of small grocery stores in Poland by value of sales and
number of outlets, 2008 and 2009
32. Largest convenience store chains in Poland, by value of sales and
number of stores, 2008 and 2009
33. Herbal medical stores in Poland, by voivodship, 2011
34. Basic macroeconomic indices for Poland, 2009-2010
35. Largest Polish urban agglomerations by number of inhabitants, 2010
