In 2011, consumer health in the Philippines saw similar retail value sales growth to that seen in both 2009 and 2010. Despite the increasing practice of preventive medicine, which resulted in strong retail value sales growth for vitamins and dietary supplements, slow demand in several categories, including medicated skin care, ear care, eye care, wound care and NRT smoking cessation aids, due to a lack of advertising support, greater competition from other industries and premature entry, hampered the overall performance of consumer health in the Philippines in 2011.
More Filipinos opt to invest in preventive health care
Despite the presence of a social health insurance programme, PhilHealth, the country’s public healthcare subsidies remained insufficient to cover all medical expenses. Although some financial support was available, hospitalisation costs remained unaffordable to the majority of the population. As a result, a greater number of Filipinos invested in preventive health care, regularly consuming products that help in strengthening immunity and in maintaining overall health and wellness, due to the belief that doing so is less expensive than contracting an ailment and being hospitalised.
Domestic player United Laboratories maintains leadership in 2011
United Laboratories maintained its leadership of consumer health in the Philippines in 2011, in accounting for a retail value sales share of 32% in 2011. The success of this domestic company was attributable to its well-diversified product portfolio, use of a low-pricing strategy, well-established distribution across various retail channels, aggressive advertising support for its main labels and the strong performance of a number of its brands, including Biogesic, Alaxan, Solmux and Ceelin, which have proven their effectiveness for decades in key consumer health categories.
Parapharmacies/drugstores remains the leading distribution channel
In 2011, Filipinos continued to prefer to purchase non-prescription medicines in parapharmacies/drugstores. This was mainly due to the extensive availability of branded and generic products through the channel, which enabled consumers to choose based on their budget, and better pricing. Chained retailers, such as Mercury Drug and South Star Drug, were also favoured because of the additional services provided, including loyalty cards, in-store promotions and the 24-hour operation of selected outlets, which offered convenience and cost savings to consumers.
Stronger growth is expected over the forecast period
Consumer health in the Philippines is expected to see stronger constant value sales growth over the forecast period compared to that recorded over the review period. The health and wellness, and preventive health care trends are anticipated to drive demand. A growing number of Filipinos are expected to increase their consumption of vitamins and dietary supplements, in order to strengthen their immune systems and maintain overall health and wellness, enabling them to cope better with their busier and more stressful lifestyles.
Published: June 2012
Price: US$2400
Table of Contents for this report cover:
EXECUTIVE SUMMARY
Consumer health records stable growth in 2011
More Filipinos opt to invest in preventive health care
Domestic player United Laboratories maintains leadership in 2011
Parapharmacies/drugstores remains the leading distribution channel
Stronger growth is expected over the forecast period
KEY TRENDS AND DEVELOPMENTS
Increasing demand for plant-based treatments
Line extensions become increasingly popular
Growing competition between consumer health and beauty and personal care
Celebrity endorsement remains a popular marketing tool
More Filipinos opt to invest in preventive health care
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services 2006-2011
Table 2 Life Expectancy at Birth 2006-2011
MARKET DATA
Table 3 Sales of Consumer Health by Category: Value 2006-2011
Table 4 Sales of Consumer Health by Category: % Value Growth 2006-2011
Table 5 Consumer Health Company Shares 2007-2011
Table 6 Consumer Health Brand Shares 2008-2011
Table 7 Sales of Consumer Health by Distribution Format: % Analysis 2006-2011
Table 8 Sales of Consumer Health by Category and Distribution Format: % Analysis 2011
Table 9 Forecast Sales of Consumer Health by Category: Value 2011-2016
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2011-2016
APPENDIX
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventative medicine
Switches
DEFINITIONS
SOURCES
Summary 1 Research Sources
Consumer Health in the Philippines – Company Profiles
International Pharmaceuticals Inc in Consumer Health (Philippines)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 International Pharmaceuticals Inc: Competitive Position 2011
Macropharma Corp in Consumer Health (Philippines)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Macropharma Corp: Competitive Position 2011
Pascual Laboratories Inc in Consumer Health (Philippines)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Pascual Laboratories Inc: Competitive Position 2011
Philusa Corp in Consumer Health (Philippines)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Philusa Corp: Competitive Position 2011
United Laboratories Inc in Consumer Health (Philippines)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 United Laboratories Inc: Competitive Position 2011
Adult Mouth Care in the Philippines – Category Analysis
HEADLINES
TRENDS
Usage of over-the-counter adult mouth care products remained incident-based in 2011. More often than not, Filipinos self-medicate, purchasing these products when the need to treat minor mouth-related problems arises. However, innovations in cosmetic mouthwashes and toothpastes, as well as low awareness of the main function of medicated mouth care remedies, significantly affected the performance of the category over the review period.
SWITCHES
COMPETITIVE LANDSCAPE
Johnson & Johnson remained the leading player in 2011, in accounting for a retail value sales share of 49%. The company also recorded the largest gain in retail value sales share of less than half a percentage point in 2011. The company’s success was based on the proven effectiveness of its Bactidol brand in treating minor mouth ailments, as well as its high brand recognition, wide presence through various retail channels and constant recommendations from medical specialists.
PROSPECTS
Demand for adult mouth care is expected to remain incident-based over the forecast period, with usage of over-the-counter remedies limited to when the need arises. Constant value sales of adult mouth care are expected to see a negative CAGR of 1% over the forecast period. The lack of proper knowledge on the difference between over-the-counter mouth care solutions and cosmetic mouthwashes is expected to be the key factor behind the expected decline in demand. Consumers are likely to show a growing preference for cosmetic mouthwashes, which are heavily supported with marketing and advertising campaigns.
CATEGORY DATA
Table 11 Sales of Adult Mouth Care: Value 2006-2011
Table 12 Sales of Adult Mouth Care: % Value Growth 2006-2011
Table 13 Adult Mouth Care Company Shares by Value 2007-2011
Table 14 Adult Mouth Care Brand Shares by Value 2008-2011
Table 15 Forecast Sales of Adult Mouth Care: Value 2011-2016
Table 16 Forecast Sales of Adult Mouth Care: % Value Growth 2011-2016
Analgesics in the Philippines – Category Analysis
HEADLINES
TRENDS
The increasing preference for more potent and faster acting analgesics continued in 2011, due to the increasing number of Filipinos living fast-paced lifestyles. Growing demand for these types of medications resulted in new product developments. In early 2011, Pfizer expanded its Advil line with the introduction of Advil Liqui-Gel. In mid-2011, Pharma-Rex launched Cortal SQR. Both brands have similar positioning, offering quick relief from various types of pain.
SWITCHES
COMPETITIVE LANDSCAPE
United Laboratories maintained leadership of analgesics, in accounting for a retail value sales share of 56% in 2011. The company’s success was attributable to its low-pricing strategy and well-diversified portfolio in analgesics, which included leading brands such as Biogesic, Alaxan and Medicol, which have proven their effectiveness for decades. Its ability to establish diverse positioning for its products, with Alaxan targeting those suffering from muscular pain, while Biogesic is marketed as a fever reducer, as well as continuous advertising and marketing support also contributed to the company’s good performance.
PROSPECTS
Due to approaching maturity, analgesics is expected to see stable performance over the forecast period. With high household penetration for most categories, increasing consumption is anticipated to sustain retail volume sales growth. Those with higher disposable incomes and consumers who frequently need pain killers are foreseen to purchase extra units to keep for future use. However, the buying pattern for most Filipinos is predicted to remain incidence-based.
CATEGORY DATA
Table 17 Sales of Analgesics by Category: Value 2006-2011
Table 18 Sales of Analgesics by Category: % Value Growth 2006-2011
Table 19 Topical Analgesics/Anaesthetic by Format: % Value Breakdown 2006-2011
Table 20 Analgesics Company Shares by Value 2007-2011
Table 21 Analgesics Brand Shares by Value 2008-2011
Table 22 Forecast Sales of Analgesics by Category: Value 2011-2016
Table 23 Forecast Sales of Analgesics by Category: % Value Growth 2011-2016
Calming and Sleeping in the Philippines – Category Analysis
HEADLINES
TRENDS
In 2011, calming and sleeping benefited from the ongoing growth of the country’s business process outsourcing industry. Irregular hours and constant changes in shifts for those working in call centres prompted higher consumption of calming and sleeping products. Increasingly busy lifestyles, particularly amongst those living in urban areas, due to work, chores and extra-curricular activities, also assisted in stimulating demand, as more Filipinos looked to improve the quality of their sleep.
SWITCHES
COMPETITIVE LANDSCAPE
Organica Neutraceuticals remained the leading player in calming and sleeping in 2011, in accounting for a retail value sales share of 46%. The company also posted the largest retail value sales share gain of less than half a percentage point in 2011. The company’s success was attributable to its early entry into calming and sleeping in the Philippines with the Sleepasil brand and its proven effectiveness. It also benefited from the health and wellness trend, as a growing number of consumers showed a preference for herbal-based remedies, due to the belief that these natural products are free from unwanted side effects.
PROSPECTS
Calming and sleeping is a relatively nascent category in the Philippines, with significant potential for further development over the forecast period. At the end of the review period, the category remained niche, catering mostly to students and call centre employees. Attracting other consumer groups with irregular working hours, such as nurses and doctors in residency, widening the price range and brand options available, as well as emphasising the safeness of using these products, most of which are herbal-based, is likely to result in a further expansion of the consumer base and drive demand over the forecast period.
CATEGORY DATA
Table 24 Sales of Calming and Sleeping: Value 2006-2011
Table 25 Sales of Calming and Sleeping: % Value Growth 2006-2011
Table 26 Calming and Sleeping Company Shares by Value 2007-2011
Table 27 Calming and Sleeping Brand Shares by Value 2008-2011
Table 28 Forecast Sales of Calming and Sleeping: Value 2011-2016
Table 29 Forecast Sales of Calming and Sleeping: % Value Growth 2011-2016
Cough, Cold and Allergy (Hay Fever) Remedies in the Philippines – Category Analysis
HEADLINES
TRENDS
The health and wellness trend, coupled with information campaigns through television commercials and print ads, resulted in a further increase in demand for herbal/traditional remedies in 2011. Pascual Laboratories, a purveyor of plant-based medicines, continued to invest heavily in advertising and marketing activities for its Ascof brand, in an attempt to highlight the benefits of using natural treatments over chemical-based drugs. Testimonials from early adopters on the effectiveness of these alternatives also assisted in encouraging consumer trial and switching to these products.
SWITCHES
COMPETITIVE LANDSCAPE
United Laboratories maintained its lead in CCA remedies, in accounting for a retail value sales share of 31% in 2011. Its success was attributable to the strong performance of its Neozep, Solmux and Tuseran brands, which were either the leading or second most popular brands in their respective categories. Proven effectiveness, affordable pricing, continuous marketing support and widespread availability in various retail channels were also key factors that assisted the company in sustaining demand for its products.
PROSPECTS
Over the forecast period, the purchasing of CCA remedies is expected to remain incidence-based, as the majority of the population will continue to have limited disposable income. The growing practice of preventive medicine is anticipated to further reinforce this pattern, even among upper-income consumers, due to the belief that there is a lower probability of getting sick with a healthy and strong immune system.
CATEGORY DATA
Table 30 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2006-2011
Table 31 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2006-2011
Table 32 Sales of Decongestants by Category: Value 2006-2011
Table 33 Sales of Decongestants by Category: % Value Growth 2006-2011
Table 34 Sales of Paediatric Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2006-2011
Table 35 Sales of Paediatric Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2006-2011
Table 36 Cough, Cold and Allergy (Hay Fever) Remedies Company Shares by Value 2007-2011
Table 37 Cough, Cold and Allergy (Hay Fever) Remedies Brand Shares by Value 2008-2011
Table 38 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2011-2016
Table 39 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2011-2016
Digestive Remedies in the Philippines – Category Analysis
HEADLINES
TRENDS
Over the review period, the health and wellness trend saw an increasing number of Filipinos become knowledgeable of ways to promote digestive health. Consumption of high fibre foods, regular intake of fibre supplements and regularly drinking pro-biotic drinks became more evident in 2011. Adapting healthier lifestyles reduced the need for digestive remedies, as the incidence of diarrhoea and hyperacidity, amongst other maladies, declined. As a result, digestive remedies saw relatively slow retail value sales growth of only 2% in 2011.
SWITCHES
COMPETITIVE LANDSCAPE
Johnson & Johnson remained the leading player in digestive remedies in the Philippines in 2011, in accounting for a retail value sales share of 36%. Its strong position was attributable to the enduring popularity of Bonamine and Imodium, which remained the leading brands in motion sickness remedies and diarrhoeal remedies, respectively, due to their proven effectiveness. The company also benefited from its aggressive advertising in the 1990s, which established high brand recognition for its products.
PROSPECTS
Over the forecast period, Filipinos are expected to place greater emphasis on taking preventive measures to minimise or completely avoid minor digestive ailments. Due to the health and wellness trend, more consumers are expected to incorporate high fibre foods in their diet, eat healthier meals at the right time, avoid overeating and exercise more frequently, resulting in better digestive health and lower demand for digestive remedies. As a result, all categories, other than laxatives and motion sickness remedies, are expected to see a decline in retail volume sales, while digestive remedies as a whole is expected to see limited retail value sales growth of 1% over the forecast period.
CATEGORY DATA
Table 40 Sales of Digestive Remedies by Category: Value 2006-2011
Table 41 Sales of Digestive Remedies by Category: % Value Growth 2006-2011
Table 42 Digestive Remedies Company Shares by Value 2007-2011
Table 43 Digestive Remedies Brand Shares by Value 2008-2011
Table 44 Forecast Sales of Digestive Remedies by Category: Value 2011-2016
Table 45 Forecast Sales of Digestive Remedies by Category: % Value Growth 2011-2016
Ear Care in the Philippines – Category Analysis
HEADLINES
TRENDS
Ear care continued to see poor performance in 2011, with retail volume and value sales only recording marginal growth. Low demand was attributable to the majority of Filipinos practicing proper ear hygiene, something which is thought at an early age both at home and in school. Hence, there was minimal need for over-the-counter ear care remedies, as regular cleaning of the ears lessens the probability of the build up of ear wax and contracting of minor ear infections.
SWITCHES
COMPETITIVE LANDSCAPE
There were only a handful of companies offering over-the-counter ear care products in the Philippines in 2011, as the category remained unattractive to most manufacturers, due to limited demand. In 2011, Norgine continued to enjoy a near monopoly of sales, with its Otosol brand accounting for a retail value sales share of 97%.
PROSPECTS
Constant value sales are projected to see a negative CAGR of 3% over the forecast period, compared to the negative CAGR of 4% seen over the review period. Ear care is expected to remain a niche category with limited demand for over-the-counter remedies, as Filipinos are foreseen to continue their hygienic practice of regularly cleaning their ears, which will serve to minimise the incidence of ear infections and wax accumulation.
CATEGORY DATA
Table 46 Sales of Ear Care: Value 2006-2011
Table 47 Sales of Ear Care: % Value Growth 2006-2011
Table 48 Ear Care Company Shares by Value 2007-2011
Table 49 Ear Care Brand Shares by Value 2008-2011
Table 50 Forecast Sales of Ear Care: Value 2011-2016
Table 51 Forecast Sales of Ear Care: % Value Growth 2011-2016
Eye Care in the Philippines – Category Analysis
HEADLINES
TRENDS
Eye care only saw marginal retail value sales growth of less than 1% in 2011. Although Filipinos worked longer hours in front of the computer and air pollution in the country worsened, less demand was seen for eye care products, due to a lack of advertising and marketing activities from key players, such as Johnson & Johnson and GlaxoSmithKline.
SWITCHES
COMPETITIVE LANDSCAPE
Johnson & Johnson maintained its leading position in eye care in 2011, in accounting for a retail value sales share of 46%. The company also saw the largest gain in retail value sales share of less than half a percentage point in 2011. The company’s success was attributable to its early entry into eye care in the Philippines, Visine’s highly effective tagline, Gets the red out in 60 seconds, which remained in the minds of consumers, despite the lack of advertising campaigns in the recent years, affordable pricing and extensive distribution through various retail channels.
PROSPECTS
With the high cost of professional consultation, Filipinos are expected to continue to practice self-medication, especially in relation to eye care, where the available over-the-counter brands have proven their effectiveness in treating minor eye problems. Usage of these products is likely to remain irregular, as consumers grow more cautious of not straining or irritating their eyes with their daily activities.
CATEGORY DATA
Table 52 Sales of Eye Care by Category: Value 2006-2011
Table 53 Sales of Eye Care by Category: % Value Growth 2006-2011
Table 54 Standard Eye Care by Format: % Value Breakdown 2007-2011
Table 55 Standard Eye Care by Positioning: % Value Breakdown 2007-2011
Table 56 Eye Care Company Shares by Value 2007-2011
Table 57 Eye Care Brand Shares by Value 2008-2011
Table 58 Forecast Sales of Eye Care by Category: Value 2011-2016
Table 59 Forecast Sales of Eye Care by Category: % Value Growth 2011-2016
Herbal/Traditional Products in the Philippines – Category Analysis
HEADLINES
TRENDS
Herbal/traditional products posted retail value sales growth of 7% in 2011, compared to the figure of 6% seen in 2010. This robust performance was attributable to increasing consumer preference for safe treatments and the growing health and wellness trend in the Philippines. In 2011, companies continued to emphasise the safety of herbal/traditional products, which they claimed provide the same benefits as standard medicines without the risk of unwanted side effects
COMPETITIVE LANDSCAPE
Universal Robina maintained its leadership in herbal/traditional products in 2011, in accounting for a retail value sales share of 51%. Its success was solely attributable to the good performance of Maxx, which remained the company’s only brand in consumer health. The medicated confectionery brand benefited from its affordable pricing of Ps31.50 per 200g pack and widespread availability through both modern and traditional retailers. Street vendors continued to play a significant role in the distribution of Maxx. These sellers loiter around major roads throughout the day, thereby providing greater accessibility to consumers.
PROSPECTS
Greater preference amongst Filipinos for safer and effective remedies to minor ailments is expected to drive demand for herbal/traditional products over the forecast period. Companies, particularly local players, are expected to invest in research and development, in order to introduce more natural alternatives in key categories, such as analgesics, cough, cold and allergy remedies and medicated skin care, given the lack of herbal/traditional options available in these at the end of the review period.
CATEGORY DATA
Table 60 Sales of Herbal/Traditional Products: Value 2006-2011
Table 61 Sales of Herbal/Traditional Products: % Value Growth 2006-2011
Table 62 Herbal/Traditional Products Company Shares 2007-2011
Table 63 Herbal/Traditional Products Brand Shares 2008-2011
Table 64 Forecast Sales of Herbal/Traditional Products: Value 2011-2016
Table 65 Forecast Sales of Herbal/Traditional Products: % Value Growth 2011-2016
Medicated Skin Care in the Philippines – Category Analysis
HEADLINES
TRENDS
Competition between medicated skin care and cosmetic products became more intense in 2011. This was driven by the aggressive advertising and marketing campaigns of beauty and personal care companies, which continued to highlight the similar abilities of their products and medicated skincare products. This resulted in a blurring of the distinction between medicated and regular shampoos with anti-dandruff and anti-hair loss features, as well as vaginal antifungals and feminine washes, and strengthened the consumer perception that cosmetic brands are alternative options for the prevention and treatment of minor skin-related problems.
SWITCHES
COMPETITIVE LANDSCAPE
Johnson & Johnson remained the leading player in medicated skin care in the Philippines in 2011, in accounting for a retail value sales share of 43%. The company was able to sustain its position, due to the strong following for Nizoral and Troyd, its two leading medicated skin care brands, which have proven their effectiveness in treating fungal infections. Nevertheless, its retail value sales share remained stagnant from 2009, due to increasing competition from beauty and personal care products, particularly regular shampoos claiming to have anti-dandruff properties.
PROSPECTS
Usage of medicated skin care products is expected to remain incident-based over the forecast period. Most Filipinos purchase these over-the-counter remedies only when the need arises and discontinue use once the condition has cleared up. As a result of innovations in beauty and personal care products, including features that prevent common skin care problems, medicated skin care will face greater competition over the forecast period. A significant number of consumers are likely to show a preference for cosmetic brands, mainly due to better awareness, lower pricing and wider availability. As a result, retail value sales of medicated skin care are expected to see a negative CAGR of 1% over the forecast period.
CATEGORY DATA
Table 66 Sales of Medicated Skin Care by Category: Value 2006-2011
Table 67 Sales of Medicated Skin Care by Category: % Value Growth 2006-2011
Table 68 Medicated Skin Care Company Shares by Value 2007-2011
Table 69 Medicated Skin Care Brand Shares by Value 2008-2011
Table 70 Hair Loss Treatments Brand Shares by Value 2008-2011
Table 71 Forecast Sales of Medicated Skin Care by Category: Value 2011-2016
Table 72 Forecast Sales of Medicated Skin Care by Category: % Value Growth 2011-2016
NRT Smoking Cessation Aids in the Philippines – Category Analysis
HEADLINES
TRENDS
Following implementation of the smoking ban by various local governments in their respective localities in 2010, a smoking ban was also declared in Metro Manila in the first half of 2011. The announcement was followed by a month-long information campaign to remind Filipinos of the Tobacco Regulation Act of 2003, which prohibits smoking in public areas. While the Metro Manila Development Authority ensured strict enforcement and monitoring of the smoking ban, there was not a significant impact on demand for NRT smoking cessation aids, which remained low, or in reducing the country’s smoking population, which increased further in 2011.
SWITCHES
COMPETITIVE LANDSCAPE
The number of players offering NRT smoking cessation aids in the country remained limited in 2011. Novartis Healthcare, which remained the sole manufacturer of over-the-counter NRT smoking cessation aids, offered only one brand in a single format. Its main competitor was Pfizer’s Champix, a prescription brand that was significantly more affordable and offered the flexibility of buying in tingi (per unit) format.
PROSPECTS
NRT smoking cessation aids is expected to remain a niche category over the forecast period. Despite increasing awareness of the harmful effects of smoking amongst Filipinos, usage of these products is anticipated to remain low, due to high pricing. Smokers with limited disposable income are likely to utilise more affordable methods to stop smoking.
CATEGORY INDICATORS
Table 73 Number of Smokers by Gender 2006-2011
CATEGORY DATA
Table 74 Sales of NRT Smoking Cessation Aids by Category: Value 2008-2011
Table 75 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2008-2011
Table 76 NRT Smoking Cessation Aids Company Shares by Value 2007-2011
Table 77 NRT Smoking Cessation Aids Brand Shares by Value 2008-2011
Table 78 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2011-2016
Table 79 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2011-2016
Sports Nutrition in the Philippines – Category Analysis
HEADLINES
TRENDS
Sports nutrition continued as a niche category in 2011. Nevertheless, the health and wellness trend, greater exposure to models and celebrities with well-toned physiques through the media and growing consumer knowledge and awareness of the availability, benefits and uses of these products brought about an improvement in demand amongst men. This was particularly true in relation to male university students and young urban professionals from upper-middle and upper income segments.
COMPETITIVE LANDSCAPE
Total Nutrition remained the leading player in sports nutrition in the Philippines in 2011, in accounting for a retail value sales share of 38%. It also recorded the largest increase in retail value sales share of one percentage point in 2011. The company’s success was attributable to the good performance of GNC Pro Performance, the extensive network of GNC outlets in the Philippines, as well as its efforts to build awareness of sports nutrition products through information drives, event sponsorship and tie-ups with professional sports organisations and university athletic associations.
PROSPECTS
Sports nutrition is a relatively nascent category, with significant room for further development and expansion of the consumer base. Although it remained a niche category at the end of the review period, growing awareness of the benefits of using these products is expected to result in increased demand over the forecast period. This will be driven by the advertising efforts of key players and sports and fitness associations, as well as the health and wellness trend.
CATEGORY DATA
Table 80 Sales of Sports Nutrition: Value 2006-2011
Table 81 Sales of Sports Nutrition: % Value Growth 2006-2011
Table 82 Sports Nutrition Company Shares 2007-2011
Table 83 Sports Nutrition Brand Shares 2008-2011
Table 84 Forecast Sales of Sports Nutrition: Value 2011-2016
Table 85 Forecast Sales of Sports Nutrition: % Value Growth 2011-2016
Vitamins and Dietary Supplements in the Philippines – Category Analysis
HEADLINES
TRENDS
A growing number of Filipinos put greater importance on preventive medicine in 2011, due to the lack of an efficient public healthcare system that provides hospitalisation subsidies, as well as the influence of the growing health and wellness trend. Vitamins and dietary supplements also benefited from increased consumption of these products amongst middle-income consumers, which drove performance in 2011.
VITAMINS
DIETARY SUPPLEMENTS
COMPETITIVE LANDSCAPE
United Laboratories maintained its lead in vitamins and dietary supplements in 2011, in accounting for a retail value sales share of 31%. The company’s success was mainly based on its strong performance in vitamins, wherein it offered a well-diversified portfolio of adult and paediatric variants, including such top-of-mind as Ceelin, United American Tiki-Tiki, Enervon-C, Revicon Forte and Myra E, amongst others. These brands have proven their effectiveness for decades. Affordable pricing also enabled it to sustain demand and continuously increase its retail value sales share between 2007 and the end of the review period, despite increasing competition in the category.
PROSPECTS
Pharmaceutical and nutraceutical companies are expected to continue to invest heavily in research and development over the forecast period, in order to take advantage of rising demand for health and wellness products. New formulations and combinations are likely to be introduced over the forecast period, in response to changing consumer needs. The introduction of more herbal/traditional products is also anticipated, as Filipinos are likely to show a preference for safer alternatives, which have lower risks of harmful side effects.
CATEGORY DATA
Summary 13 Dietary Supplements: Brand Ranking by Positioning 2011
Table 86 Sales of Vitamins and Dietary Supplements by Category: Value 2006-2011
Table 87 Sales of Vitamins and Dietary Supplements by Category: % Value Growth 2006-2011
Table 88 Dietary Supplements by Positioning 2006-2011
Table 89 Vitamins and Dietary Supplements Company Shares by Value 2007-2011
Table 90 Vitamins and Dietary Supplements Brand Shares by Value 2008-2011
Table 91 Vitamins Brand Shares by Value 2008-2011
Table 92 Dietary Supplements Brand Shares by Value 2008-2011
Table 93 Forecast Sales of Vitamins and Dietary Supplements by Category: Value 2011-2016
Table 94 Forecast Sales of Vitamins and Dietary Supplements by Category: % Value Growth 2011-2016
Weight Management in the Philippines – Category Analysis
HEADLINES
TRENDS
Obesity became an increasing health problem in the Philippines over the review period. In 2011, 7% of the population aged 15 years and older were considered obese. With numerous life-threatening ailments connected to obesity, such as heart-related diseases and diabetes, amongst others, a growing number of Filipinos became concerned with their weight problems and opted to utilise weight management products.
COMPETITIVE LANDSCAPE
Roche remained the leading player in weight management in the Philippines in 2011, in accounting for a retail value sales share of 10%. Its success was attributable to its early entry into weight management in the Philippines, the proven effectiveness of its Xenical brand, which nearly monopolised sales in OTC obesity, and the continuous marketing and advertising support which the company provided for its products. Nevertheless, the company also recorded the largest decline in retail value sales share of one percentage point in 2011. Strong competition from more affordable categories, particularly slimming teas and weight loss supplements, negatively impacted the performance of Xenical in 2011.
PROSPECTS
The country’s increasing obesity rate and the growing incidence of heart-related problems, resulting from sedentary lifestyles and poor eating habits, is expected to sustain demand for weight management products over the forecast period. In addition to health concerns, the media’s influence on the perception of beauty in the country, which is equated to having a slim and well-toned physique, is also anticipated to contribute positively to demand over the forecast period.
CATEGORY DATA
Table 95 Sales of Weight Management: Value 2006-2011
Table 96 Sales of Weight Management: % Value Growth 2006-2011
Table 97 Weight Management Company Shares 2007-2011
Table 98 Weight Management Brand Shares 2008-2011
Table 99 Forecast Sales of Weight Management: Value 2011-2016
Table 100 Forecast Sales of Weight Management: % Value Growth 2011-2016
Wound Care in the Philippines – Category Analysis
HEADLINES
TRENDS
There were no visible new developments seen in delivery formats, materials or packaging in wound care in 2011, nor did any new players enter. As usage is incident-based, key companies opted not to invest in advertising and marketing activities and instead focused on expanding their distribution, in order to improve availability across the country and serve more consumers in need of these products.
COMPETITIVE LANDSCAPE
Philusa remained the leading player in 2011, accounting for a retail value sales share of 62%. The local company also continued to strengthen its position in wound care, in seeing the largest gain in retail value sales share of less than half a percentage point in 2011. The company’s success was attributable to the strong performance of Mediplast in both sticking plasters/adhesive bandages, and gauze, tape and other wound care products, wherein it remained the leading brand. This was driven by the brand’s affordable pricing, high brand recognition and extensive distribution through various retail channels.
PROSPECTS
The usage of wound care products in the Philippines is expected to remain incident-based over the forecast period. Retail value sales are expected to see a negative CAGR of 1% over the forecast period. The perception that wounds heal faster if they are left exposed after cleaning with antiseptic products and consumers becoming more cautious to avoid minor cuts and accidents are some of the factors that are expected to contribute to a contraction of retail volume and value sales over the forecast period.
CATEGORY DATA
Table 101 Sales of Wound Care by Category: Value 2006-2011
Table 102 Sales of Wound Care by Category: % Value Growth 2006-2011
Table 103 Wound Care Company Shares by Value 2007-2011
Table 104 Wound Care Brand Shares by Value 2008-2011
Table 105 Forecast Sales of Wound Care by Category: Value 2011-2016
Table 106 Forecast Sales of Wound Care by Category: % Value Growth 2011-2016
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