2 VIEWS & REVIEWS The changing face of the OTe drug market in Europe

Since 1990, growth of 33% has occurred in the over-the-counter (OTC) drug markets in 15 European countries, according to a study conducted by James Dudley Management.

Results of the study indicate several new trends that appear to be emerging in these major European markets, reports Marketletter. Most of the OTe distribution in Europe is currently based around pharmacies, but supermarkets and drugstore chains, who want to get a share of the OTe drug market, are applying increasing pressure for this to change.

Retail buying power is increasing with the formation of pharmacy groupings into co-operatives, buying groups, voluntary trading organisations and retail chains.

Thus, the role of independent pharmacies in the OTe drug market is changing as a result of various factors such as healthcare reforms.

Marketletter also alludes to a report from Frost and Sullivan in the UK. Frost and Sullivan make the point that changes in the European OTe industry are characterised by consolidation of leading multinational companies. In this new environment, medium-sized companies may find themselves being squeezed out. Changes in OTe distribution in Europe. Marketlener 24: 13. 21 Apr 1997

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