The market of medicines in Ukraine is quite developed. There are both domestic manufacturers and companies engaged in importing medicines from abroad. This activity is subject to mandatory licensing and certification by the State Service of Ukraine for Medicinal Products.
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Features of the market and production of medicines in Ukraine
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- Sales of all categories of medical products in2012 year-on-year increased by 4.5% in physical terms, reaching 1.96 billion packs, and by 16.9% in monetary terms, reaching 31.7 billion packs. UAH.
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- Pharmacies sell the most pharmaceuticals (about 85% of all sales), medical devices (about 8%), cosmetics (4-5%), and dietary supplements (almost 3%). Although dietary supplements have the smallest share in the sales structure, their sales are growing every year.
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- In 2012, medicines were sold in the amount of 27.05 billion. UAH. (1.26 bln packs). This is an increase of 17.4% in monetary terms and 5.5% in physical terms compared to 2011.
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- Over the period of 2010-2012, sales of drugs produced by domestic manufacturers have been growing. In 2012, their share increased by 2% and amounted to 31%.
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- The cost of medicines grows every year by 10-15% on average. There is a slight seasonality in the Ukrainian market of medicines – sales peak in the cold months of the year (November-March), although the demand for cosmetics and dietary supplements is quite stable.
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- The pharmaceutical market in Ukraine is highly competitive with many companies. Thus, there are about 500 companies engaged in import of medicines on the Ukrainian market, of which 5 companies control 70% of all imported products. The remaining 30% are intermediaries.
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- There is network marketing in the sphere of medicines, as a result of which consumers of medicines suffer: in hospitals they are “imposed” expensive imported drugs, which in fact have cheaper analogs of domestic production.
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- The leaders in drug sales over the last three years remain the manufacturing companiesPharmak (Ukraine), Berlin-Chemie/Menarini Group (Germany), Takeda (Japan), Sanofi (France), Darnitsa (Ukraine), Teva (Israel), Arterium Corporation (Ukraine).
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Distributors of pharmaceuticals in Ukraine
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A dozen distributors of imported and Ukrainian medicines control 90% of all sales, of which the top five control about 75%.
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The top three(BaDM, Optima-Pharm, Alba Ukraine) remained unchanged for three years. Venta, which ranked 4th in 2012, moved up one position in 2011 and 2010 from the fifth and sixth positions, respectively. Fra-M was ranked 5th in 2010, moved up to 4th in 2011, but lost its position in 2012 and was again ranked 5th. The volume of distributors’ deliveries increases by 15-20% annually on average.
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In addition to distributors, pharmacies and pharmacy kiosks also operate on the market. In 2012, pharmacy kiosks that did not meet the requirements of the License Conditions continued to be closed. However, new pharmacies were opened, which maintained the total number of retail outlets of medical products. In 2011-2012, the number of outlets on the pharmacy market increased in cities (by 169 thousand units) and towns (by 203 thousand units), while in villages the number of outlets decreased (by 676 thousand units).
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As for the geographical structure, the most medications are sold in Kyiv, Dnipropetrovsk, Donetsk, Kharkiv, Odessa oblasts and Crimea.
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Most Ukrainians buy medicines not so often: only 1-2 times a month (43% of respondents) or once in 2-3 months (32% of respondents). 9% of Ukrainians often buy medicines and 9% – very rarely (once in six months).
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Packaging of medicines
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Packaging plays an important role in the production, transportation and storage of medicines. Packaging for medicines has its own specific features. For example, medicines are directly in the primary packaging, which is designed to protect tablets/capsules, etc. from mechanical damage or contamination. It should also be functionally convenient and have a pleasant aesthetic appearance. The quality of the primary packaging of medicines should always be of a high standard.
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Secondary drug packaging is directly cartons, plastic boxes, pallets, and other.
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Each medicinal package must have information about the medicinal product, its manufacturer, shelf life, etc. It is not allowed to use heavy metals, dyes, toxic components in the production of medicinal packages. Packaging must not have extraneous odors and must not have various defects or damage.
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One of the methods of protecting packaging from counterfeiting is the use of an individual holographic sticker, with which you can immediately identify the manufacturer of the product. Such holograms are used as a company logo. In addition, due to the fact that they are shiny, they additionally attract attention.
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Medication advertising
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Of course, the sale of medicines is influenced by such a factor as advertising. In 2012, the most funding was invested in advertising on television (97% of all investments), advertising in the press – 2%, on radio – only 1%.
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Since 2009, financing of TV advertising has been steadily growing and in 2012 the growth rate amounted to 26%. Investments in press advertising in 2012 decreased by 8% compared to 2011, while investments in radio advertising increased by 19% over the same period. As people are exposed to the Internet on a daily basis, banner advertising on the Internet is gaining popularity, but its share is still insignificant.
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Conclusions:
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- Pharmacy sales in monetary terms are growing in all regions of Ukraine, in physical terms – in most regions.
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- The volume of sales of medicines directly depends on the income level of the population and its ability to pay.
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- In 2012, drug consumption increased by 17.4% in value terms, while there was an increase in wages (by 14.4%).
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- Imported products dominate in the structure of sales of medicines, but there was a tendency to increase the share of Ukrainian-made medicines.
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Predictions:
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- Drug manufacturers are likely to modify prices, introduce more expensive drugs to the market, advertise and promote products through social media and internet marketing, and actively engage with pharmacy chains.
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- The market will see further intensification of competition among distributors. Increasing our own share can be achieved by offering additional services for manufacturers, by cooperating with pharmacy chains and by using IT technologies that enable efficient inventory management.
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