European e-Conference report 2021

In this week’s blog, we highlight the key takeaways from our recent European e-Conference and take a closer look at one of the slides from Nicholas Hall’s Global Trends presentation, looking at the fastest-growing brands in consumer healthcare over the past five years.

Nicholas Hall Writes: 100 delegates from around the world joined us in late April for our first-ever e-Conference, and many more are expected to listen to the recording. The conference reviewed global and European trends in the consumer healthcare market, the impact of Covid, changing consumer attitudes and the omnichannel shopper journey, the digital revolution and our forecasts for the future. These and many other topics were covered under the banner of “A Glimpse into the New Normal”.

There is no denying that “immunity” is the biggest buzzword in consumer healthcare at the moment, and has produced some amazing results. We’ve just completed an analysis of the new DB6 data, looking at the fastest-growing brands over the past five years. Just to be clear, this is drawn from the 200 biggest brands and excludes those specifically from China, which are very largely formulated with traditional Chinese medicine. Sambucol, a brand I love dearly and have used for 20 years, shows up as the second fastest growing brand. Only Biofreeze (to be acquired by Reckitt in a deal expected to complete in Q2 2021) has grown faster during this period.

Source: Nicholas Hall’s DB6 database. All values US$mn at MSP.

CHC Insight Europe Editor Sarah Carter and Researcher / Writer Nathalie Corbett filed this report summarising various highlights from our European e-Conference:

  • There is an increased consumer focus on prevention, not just in terms of avoiding Covid-19, but also awareness that people with better overall health have better lifestyle outcomes. Many consumers are no longer looking for treatment, but instead seek to safeguard their future health.
  • During the pandemic, the health consumer has evolved from patient to “consum’actor”, who uses their purchasing power to protect the values and causes they believe in.
  • The consumer is in control of our industry and we need to deliver on their expectations. The best medicine is a consumer who is informed, empowered and inspired.
  • The way consumers shop has been severely disrupted and perhaps irrevocably altered by the pandemic. The CHC industry must respond with agility in order to successfully compete in this omnichannel landscape.
  • Consumers cross these different channels in a way that’s seamless, with lines blurring between communication, point of purchase, advertising, etc.
  • It’s all about the data – get this data culture deeply embedded at all levels of your organisation. It’s also about the right data, and not being inundated with data that isn’t useful. Identify the relevant KPIs and target those.
  • Tech and Big Data can help us gather insights and use these to deliver relevant business developments and product innovations. Consumers themselves are increasingly generating a wealth of data, including via self-monitoring devices.
  • Online can offer opportunities that offline cannot, even when it comes to personal advice. Digital interactions are sometimes preferable vs crowded stores / time constraints.
  • But pharmacies still account for 76% of purchases, and have a superb chance to fight back and regain market share provided they collect new insights into their customers’ shopping journeys.
  • We should no longer refer to e-commerce, but rather e-life. Platforms like Amazon are increasingly media hubs rather than just online stores.
  • Brand building is more important than ever as consumers adapt to the New Normal. We must be present and relevant and focus on creating an emotional bond with the consumer, a traditionally weak area.
  • There can be no return to old strategies and the old way of doing business. It is time for new strategies and New Paradigms.

We hope you enjoyed our European e-Conference 2021! If you couldn’t attend, you can still purchase a recording of the meeting by contacting elizabeth.bernos@NicholasHall.comImmunity & other Growth Drivers will be the focus of our next round of regional hot topic webinars. Starting with a focus on Asia-Pacific on 19 May, on the Americas on 23 June and concluding with Europe on 21 July. Please contact elizabeth.bernos@NicholasHall.com to find out more.

WHO highlights shortage of innovative antibiotics

The world is still failing to develop desperately-needed antibacterial treatments, despite the urgent threat of antibiotic resistance, according to a World Health Organisation report. None of the 43 antibiotics in clinical development sufficiently address drug resistance in the most dangerous bacteria. The majority offer limited clinical benefit over existing treatments, while 82% of recently-approved antibiotics are derivatives of older products with well-established drug-resistance.

WHO highlights 27 non-traditional antibacterial agents, ranging from antibodies to bacteriophages, and therapies that support the patient’s immune response and weaken the bacteria’s effect. However, while there are some promising products in development, only a fraction will make it to the market, owing to economic and scientific challenges. The low return on investment from successful products has limited the interest of major private investors and most large pharma players, and the small to medium-sized companies driving the pipeline often struggle to finance their products through to regulatory approval. 

Source: World Health Organization

Nicholas Hall Writes: “Just when you thought it was safe to go back in the water (to quote the movie “Jaws”), the World Health Organisation reminds us that there could be more and worse to come. The worldwide pharma industry has responded magnificently to Covid, and if a fraction of that effort went into the search for new antibiotics, we could perhaps avoid the next and possibly much worse pandemic, when superbugs attack mankind. I’m not referring to hacking from within the Dark Web, but bacteria for which existing antibiotics will be unable to cope! One medical expert has described this as making Covid look like a vicarage tea party!

To quote WHO: “Opportunities emerging from the Covid-19 pandemic must be seized to bring to the forefront the needs for sustainable investments in R&D of new and effective antibiotics … We need a global sustained effort including mechanisms for pooled funding and new and additional investments to meet the magnitude of the AMR (antimicrobial resistance) threat.” So I hope that Big Pharma will recycle the windfall from Covid vaccines into new antibiotic research, otherwise we will have many more years of lockdown!”

Immunity will be the focus of our next round of regional hot topic webinars, starting with a focus on Asia-Pacific on 19 May, followed by the Americas on 23 June and Europe on 21 July. Please contact elizabeth.bernos@NicholasHall.com to find out more about these upcoming sessions.