Non-pharmacy OTC market in Poland 2011

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
• Legal acts regulating non-pharmacy sales
• Consumer behaviour impacting non-pharmacy purchases
• 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
• analytical, consulting and research agencies
• governmental institutions and embassies
• chambers of commerce, industry organisations
• universities, research institutes
• financial institutions (banks, brokerage houses, investment funds)

Extract from this report

• 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

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1. Report methodology p. 11

2. Executive summary p. 15

3. Overview of the non-pharmacy market of OTC products in Poland p. 19

   • Key events and trends on the non-pharmacy market in Poland p. 19
     • Key events and trends in 2009-2011 p. 19
     • Events and trends anticipated for 2011-2013 p. 22
   • Value of non-pharmacy OTC market in 2007-2013 p. 23
     • Share of non-pharmacy market in OTC sales in Poland p. 23
     • Value of non-pharmacy drug market in 2007-2013 p. 25
     • The main therapeutic categories on the non-pharmacy market p. 26
     • Sales structure on the non-pharmacy market p. 27
     • Value of the non-pharmacy market of other health products p. 29
       • The market of herbal, green, red, white and functional teas p. 29
       • The market of functional food p. 34
       • The market of baby food p. 37
       • The market of herbal medicinal products p. 40

4. Findings of store check research p. 41

   • Introduction p. 41
   • In-store display of OTC products p. 41
     • “Health shelves” p. 44
     • Shelves with teas p. 44
     • Checkout area p. 45
     • Stands featuring selected products p. 46
   • In-store promotions of OTC products p. 46
   • Products most often found in stores p. 47
     • OTC drugs p. 47
     • Dietary supplements p. 48
     • Herbal and functional teas p. 49
   • Market penetration of individual therapeutic groups p. 50
     • Vitamins and minerals p. 54
       • Vitamin and mineral compounds p. 54
       • Vitamin compounds p. 54
       • Vitamin C p. 54
       • Magnesium p. 54
       • Calcium p. 55
     • Analgesics p. 55
     • Remedies for flu, cold, cough, sore throat and runny nose p. 56
     • OTC gastric preparations p. 57
       • Slimming preparations and teas p. 57
       • Preparations affecting the functioning of the liver p. 57
       • Preparations combating heartburn and hyperacidity p. 57
     • Preparations stimulating memory and concentration p. 58
     • Energising preparations p. 58
     • Preparations improving the functioning of the circulatory system p. 58
     • Preparations improving hair, skin and nail condition p. 59
     • Sleeping preparations and sedatives p. 59
     • Preparations metabolising alcohol p. 59
     • Preparations used to combat motion sickness p. 59
   • Companies with the largest market penetration p. 60
     • Total market p. 60
     • The market of medicines p. 60
     • The market of dietary supplements p. 61
     • The market of herbal/functional teas p. 62

5. Key players on the non-pharmacy OTC market in Poland p. 63

   • Key players on the OTC drugs and dietary supplements market p. 63
   • Key players on the market of preparations for infants and children p. 64
   • Key players on the market of functional and herbal teas p. 64
   • Key players on the market of medicinal herbal products p. 65
   • Key players on the market of energy and isotonic drinks p. 66
   • Profiles of selected manufacturers from non-pharmacy sektor p. 66

6. Advertising of OTC products p. 89

   • Overview of the market p. 89
   • TV advertising p. 91
   • Radio advertising p. 92
   • Online advertising p. 93
   • Outdoor advertising p. 94

7. Legal environment p. 95

   • Classification of OTC and other health products in Poland p. 95
   • OTC medicines p. 96
     • Regulations governing non-pharmacy trade in OTC medicines p. 96
     • Institutions governing non-pharmacy trade in OTC medicines p. 97
     • Definition p. 97
     • Safety p. 97
     • Labelling p. 98
     • Advertising p. 99
   • Dietary supplements p. 100
     • Regulations governing non-pharmacy trade in dietary supplements p. 100
     • Institutions governing non-pharmacy trade in dietary supplements p. 100
     • Definition p. 101
     • Safety p. 101
     • Labelling p. 101
     • Adevertising p. 101
     • Composition p. 102
     • Changes regarding dietary supplements under amendment to the Act on Safety of Food and Nutrition p. 104
   • Food products for particular nutritional uses p. 105
     • Legal regulations governing trade in foodstuffs intended for particular nutritional uses p. 105
     • Definition p. 106
     • Safety p. 107
     • Labelling and advertising p. 107
       • Infant formulae and follow-on formulae p. 108
       • Food products intended for use in energy restricted diets for weight reduction p. 108
       • Dietary food for special medical purposes p. 108
   • Functional food p. 109
     • Legal regulations governing trade in functional food p. 109
     • Definition p. 109
     • Enriched food p. 110
   • Novel food p. 111
     • Legal regulations governing trade in novel food p. 111
     • Definition p. 111
     • Safety p. 111
     • Labelling p. 112
   • Herbal medicinal products p. 112
     • Legal regulations governing trade in herbal medicinal products p. 112
     • Definition p. 113
     • Safety p. 113
     • Composition p. 114
   • Non-pharmacy distribution outlets p. 114
     • Definition of non-pharmacy outlet p. 114
     • Premises standards and staff qualification requirements p. 114
     • Criteria for approving medicinal products for non-pharmacy retail sale p. 116
       • Herbal medical stores p. 117
       • Specialist medical supplies stores and general stores p. 118
     • Mail order sale of OTC products p. 119

8. Consumer behaviour p. 121

   • Actions taken to improve health p. 121
   • Preferred health-related diet components p. 122
   • Dietary habits p. 124
   • Most common disorders and illnesses p. 124
   • Actions taken in illness p. 126
   • Factors impacting the decision to purchase OTC medicines p. 127
   • Places where medical items are purchased p. 128

9. Non-pharmacy distribution of OTC drugs p. 131

   • Wholesale distribution p. 132
     • Profiles of selected leading players specializing in non-pharmacy distribution p. 133
   • Retail distribution p. 137
     • General stores p. 137
       • Hypermarkets p. 138
       • Supermarkets p. 139
       • Discount stores p. 139
       • Small grocery stores p. 140
       • Convenience stores p. 140
     • Shops at petrol stations p. 141
     • Kiosks p. 142
     • Drugstores p. 142
     • Herbal medical stores p. 143

10. The macroeconomic and demographic situation of Poland p. 145

    • GDP p. 145
    • Employment p. 146
    • Wages p. 147
    • Inflation p. 148
    • Income and spending of households p. 148
    • Demographics p. 149

11. List of graphs p. 153

12. List of tables p. 157

13. About PMR p. 159

List of graphs

1. Share of non-pharmacy market in total OTC sales in Poland, 2010      15
2. Value (PLN m) and change of non-pharmacy OTC products sales in Poland, 2007-2013      16
3. Share of non-pharmacy market in total OTC sales in Poland, 2010      24
4. Share of drugs and dietary supplements in non-pharmacy OTC market in Poland, 2010      24
5. Share of non-pharmacy market in total OTC drugs and dietary supplements sales in Poland, 2010      25
6. Value (PLN m) and change of non-pharmacy OTC products sales in Poland, 2007-2013      26
7. Value shares of individual therapeutic categories in the non-pharmacy market of medicines in Poland, 2010      26
8. Structure of sales of painkillers on the non-pharmacy market in Poland, in terms of value, 2010      27
9. Structure of sales of lozenges on the non-pharmacy market in Poland, in terms of value, 2010      28
10. Structure of sales of gastric tablets on the non-pharmacy market in Poland, in terms of value, 2010      28
11. Shares of herbal, green, red and white teas in the tea market in Poland, by value, February 2010-January 2011      29
12. Shares of herbal, green, red and white teas in the tea market in Poland, by volume, February 2010-January 2011      29
13. Value of sales of functional teas in Poland, Q2 2007-Q1 2011      30
14. Shares of functional products in total sales in individual categories in Poland, October 2008-September 2009      34
15. Distribution channels for functional products in Poland, by value, October 2008-September 2009      35
16. The main categories of on the infant food market in Poland, by volume, April 2010-March 2011      37
17. The main categories on the infant food market in Poland, by value, April 2010-March 2011      38
18. Most preferred brands of modified milk for children and infants in Poland, April 2010-March 2011      39
19. Average number of OTC products in hypermarkets in Poland, by chain, 2011      42
20. OTC products in hypermarkets in Poland, volume share of particular groups in assortment, 2011      43
21. Average number of medicines and dietary supplements in hypermarkets in Poland, by product status, 2008 and 2011      43
22. Presence of individual types of herbal and functional teas in hypermarkets in Poland, July 2011      44
23. Companies whose products are most often displayed near hypermarket checkouts in Poland, July 2011      45
24. Types of promotions for OTC products in hypermarkets in Poland, 2011      46
25. Types of OTC products promoted in hypermarkets in Poland, 2011      47
26. Most popular OTC drugs sold in hypermarkets in Poland, July 2011      48
27. Most popular dietary supplements sold in hypermarkets in Poland, July 2011      49
28. Most popular herbal teas sold in hypermarkets in Poland, July 2011      50
29. Shares of individual therapeutic categories of medicines in the number of products in hypermarkets in Poland, 2011      51
30. Shares of individual therapeutic categories of dietary supplements in the number of products in hypermarkets in Poland, 2011      53
31. Shares of manufacturers of vitamins and minerals in the number of products in hypermarkets in Poland, July 2011      55
32. Shares of analgesic manufacturers in the number of products in hypermarkets in Poland, July 2011      56
33. Shares of manufacturers of flu and cold remedies in the number of products in hypermarkets in Poland, July 2011      56
34. Shares of manufacturers of gastric preparations in the number of products in hypermarkets in Poland, July 2011      58
35. Shares of manufacturers of medicines, dietary supplements and herbal/functional teas in the number of products in hypermarkets in Poland, July 2011      60
36. Shares of medicine manufacturers in the number of products in hypermarkets in Poland, July 2011      61
37. Shares of dietary supplement manufacturers in the number of products in hypermarkets in Poland, July 2011      61
38. Shares of herbal/functional teas manufacturers in the number of products in hypermarkets in Poland, July 2011      62
39. Value share of key players in the analgesics and vitamins market in Poland, 2009      63
40. Key players on the market of functional teas in Poland, by sales value, Q2 2010-Q1 2011      64
41. Revenue (PLN m) and change for US Pharmacia, 2009-2010      67
42. Revenue (PLN m) and change for Kruger Polska, 2006-2009      69
43. Revenue (PLN m) and change for Aflofarm, 2006-2009      71
44. Revenue (PLN m) and change for Polski Lek, 2006-2010      73
45. Revenue (PLN m) and change for Herbapol Lublin, 2006-1H 2010      74
46. Revenue (PLN m) and change for Tata Global Beverages in Poland, 2006-2009      76
47. Revenue (PLN m) and change for Efferta, 2008-2009      77
48. Revenue (PLN m) and change for GlaxoSmithKline Consumer Healthcare in Poland, 2006-2010      79
49. Revenue (PLN m) and change for Bio-Active in Poland, 2005 – Q1-Q3 2010      81
50. Revenue (PLN m) and change for Polpharma in Poland, 2007-2009      82
51. Revenue (PLN m) and change for Belin, 2001-2010      84
52. Revenue (PLN m) and change for Bayer in Poland, 2006-Q1 2011      85
53. Revenue (PLN m) and change for Pliva, 2007-2009      87
54. Revenue (PLN m) and change for Teva Kutno, 2006-2009      87
55. Share of the pharmaceutical industry’s spending in total advertising spending in Poland, H1 2011      89
56. Shares of individual media in advertising spending of the pharmaceutical industry in Poland, H1 2011      90
57. Number of media used in advertising by pharmaceutical companies in Poland, H1 2011      91
58. Share of the pharmaceutical industry’s spending in total spending on TV advertising in Poland, H1 2011      91
59. Spending on TV advertising of the largest advertisers in the pharmaceutical industry in Poland (PLN m), 2009-H1 2011      92
60. Spending of pharmaceutical companies on radio advertising in Poland (PLN m), January-February 2010-2011      93
61. Spending on outdoor advertising (PLN ’000) and change in the pharmaceutical sector in Poland, 2006-Q1 2011      94
62. Classification of OTC and other health products in Poland, 2011      96
63. Actions taken by Poles’ to improve their health, 2006 and 2008      122
64. Key components of food and beverages beneficial to health, Poland versus other countries, 2011      123
65. Perceived significance of food and beverage components beneficial to health, by age, 2011      123
66. Poles’ most frequent disorders and diseases, 2008      125
67. Most frequent illnesses, disorders and types of pain of Polish women, 2010      126
68. Actions taken by Poles suffering from pain or ailments, 2009      127
69. Factors influencing decision which OTC product to buy, Poland in comparison with the European average, 2009      128
70. Place of purchase of medical products in Poland, 2009      129
71. Non-pharmacy distribution model in Poland, 2011      132
72. Shares of various retail formats in the grocery market in Poland, by value, 2009      138
73. Number of petrol stations of the major fuel concerns in Poland, H1 2011      141
74. Estimated number of kiosks in the chains of the largest press distributors in Poland, July 2011      142
75. Selected largest cosmetics/drugstore chains in Poland, by number of stores, July 2011      143
76. Real change of GDP in Poland (%, y-o-y), 2001-2013      146
77. Unemployment rate in Poland (%, end of period), 2007-2013      147
78. Average gross monthly salary in the national economy in Poland (PLN), 2001-2010      147
79. Annual CPI in Poland (%), 2001-2013      148
80. Average monthly income and spending per capita in Polish households (PLN), 2001-2010      149
81. Population in Poland by place of residence, 2010      150
82. Percentage of urban population in Poland, by voivodship (%), 2010      151

List of tables

1. Overview of the offer of functional, green, red, white and herbal teas in Poland, 2011      32-33
2. The offer of isotonic drinks available in Poland, 2011      37
3. The offer of infant formulae and follow-on formulae in Poland, 2011      39
4. Number of products and market players in selected categories of medicines in hypermarkets in Poland, 2011      51
5. Number of products and market players in selected categories of dietary supplements in hypermarkets in Poland, 2011      52
6. Number of products and market players in selected categories of herbal and functional teas in hypermarkets in Poland, 2011      53
7. Companies operating under the Herbapol brand in Poland, 2011      65
8. US Pharmacia’s products available in hypermarkets in Poland, 2011      67
9. Kruger’s products available in hypermarkets in Poland, 2011      69
10. Aflofarm’s products available in hypermarkets in Poland, 2011      70
11. Polski Lek’s products available in hypermarkets in Poland, 2011      72
12. Herbapol Lublin’s products available in hypermarkets in Poland, 2011      74
13. Tata Global Beverages’ products available in hypermarkets in Poland, 2011      75
14. Efferta’s products available in hypermarkets in Poland, 2011      77
15. Reckitt Benckiser’s products available in hypermarkets in Poland, 2011      78
16. GlaxoSmithKline’s products available in hypermarkets in Poland, 2011      79
17. Bio-Active’s products available in hypermarkets in Poland, 2011      80
18. Polpharma’s products available in hypermarkets in Poland, 2011      82
19. Belin’s products available in hypermarkets in Poland, 2011      83
20. Bayer’s products available in hypermarkets in Poland, 2011      85
21. Teva Group’s products available in hypermarkets in Poland, 2011      86
22. New chemical forms approved for use in the production of dietary supplements in Poland, 2010      103
23. Reference values for vitamins and minerals for labelling dietary supplements in Poland, 2010 in comparison with the previous value      103
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      115
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      116
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      117
27. List of active substances approved for trade in general stores and specialist medical supplies stores in Poland, 2011      119
28. Hypermarket chains in Poland, by sales value and store number, 2008-2010      138
29. Largest supermarket chains in Poland by value of sales and number of outlets, 2008 and 2009      139
30. Discount chains in Poland by value of sales and number of outlets, 2008 and 2009      139
31. Largest chains of small grocery stores in Poland by value of sales and number of outlets, 2008 and 2009      140
32. Largest convenience store chains in Poland, by value of sales and number of stores, 2008 and 2009      140
33. Herbal medical stores in Poland, by voivodship, 2011      144
34. Basic macroeconomic indices for Poland, 2009-2010      145
35. Largest Polish urban agglomerations by number of inhabitants, 2010      150