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OTC Distribution in Europe - the New 2007 Edition
James Dudley Management, Nov 2007, Pages: 420
The European non-prescription medicines and consumer OTC self-medication market is today worth some €29 billion at consumer prices and represents 36% of world sales.
Yet, it is a market on the frontiers of change. Change that will reshape the structure of the supply chain, focus buyer power and as a consequence present suppliers with new strategic challenges. The aim of this sixth study into OTC Distribution in Europe is to explore these frontiers of change and to provide thoughts on how to anticipate unfolding threats and opportunities.
OTC Medicine Manufacturers will have to find strategic responses at both national and international levels to a number of critical issues some of which include:
- Progressive deregulation of the pharmacy supply chain driven by the European Commission and European Court of Justice especially in Germany, France, Spain, Austria and Sweden
- Continuing concentration of pharmaceutical wholesaler’s buying power and vertical integration into retailing and logistics across European borders
- The expansion of a Europe-wide retail pharmacy footprint of ‘virtual’ and wholly owned chains connected to a handful of key wholesalers
- Underperformance of much of the non-prescription sector because of healthcare reforms and the maturity of some core categories leading to changes to industry structures with an increasing shift to brand driven consumer marketing cultures
- The ambitions of mass market grocery and chain discount drugstore operators to tap the lucrative consumer health market through GSL brands and pharmacy and OTC unit in-plants
- The expansion of international retailers from the US and Far East into the European consumer health and beauty markets
- The legacy of reforms in Europe’s largest market, Germany, especially the loss of reimbursement for medicines not requiring a doctors prescription, the abolition of resale price maintenance on OTC medicines, legalization of mail order and Internet marketing of pharmaceuticals and anticipation of further deregulation of pharmacy ownership.
This 18 country study has identified many of the unfolding strategic issues within the supply chain that will impact on individual OTC Self-medication companies as both threats and opportunities
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