We have just published the January / February issue of OTC INSIGHT Latin America. Our Market Report focuses on Gastrointestinals and it has been a good year for the industry with each Big 4 country and all sub-categories posting growth. Lots of activity has been seen in antacids & antiflatulents where a flurry of innovative launches and line extensions have increased competition. Marketers are expanding their consumer base by extending brands into niche segments, such as Bayer’s Alka-Seltzer Boost in Mexico, positioned to relieve hangovers, while on-the-go line extensions from GSK and Hypermarcas in Brazil offer consumers convenience.
With good growth easily achievable in LatAm, it is no wonder marketers are investing in the region. In our M&A Review, we provide a round-up of 2013’s M&A activity, including RB’s marketing agreement with BMS and Genomma’s numerous deals, which have strengthened its presence outside Mexico. Both companies feature in our Newsbrief, with Genomma having acquired a further two packages of OTCs in 2014 – one from McNeil / J&J – while it is reported that RB is on the hunt for deals that would boost its Brazilian portfolio.
While M&A is certainly one way to achieve greater sales, Sanofi’s Idealizar (Create) programme, which we profile in our Special Feature, seeks growth through innovation. Based on social networks, the company has created an online platform to encourage employees to put forward and develop innovative ideas that can bring sustainable growth to the company. Elsewhere, new OTC start-up, MIP Brasil Farma is keen to bring products that are innovative and efficacious and with a proven record of success in other countries too Brazil.
Find out more in our Company Monitor.