Bayer has been outspoken in its quest to become the top global company in consumer health. In a statement about the high profile merger, Bayer’s chief executive officer Marijn Nike Internationalist Mujer Dekkers said that “this acquisition marks a major milestone on our path towards global leadership in the attractive non-prescription medicines business,” and he is right. Bayer and Merck & Co’s consumer health retail sales combined for US$8.5 billion in 2013, accounting for 4.1% value share. This overcomes the current industry leader Johnson & Johnson’s retail sales of US$8.1 billion and value share of 3.9%. However, the combined sales of GlaxoSmithKline and Novartis may be a challenge to reach the number one spot. While Bayer’s purchase of Merck Nike Roshe Run Donna & Co’s consumer health unit is certainly a big step towards becoming number one, there is still work left to be done. Aside from acquisitions, Bayer will continue to prioritize organic growth of its iconic brands, including Bayer Aspirin, Aleve and Supradyn, as well as push its presence Adidas Eqt Support Adv Womens in emerging markets, especially China, supported by the company’s acquisition of Dihon Pharmaceuticals announced in February 2014, Eastern Europe and Latin America. OTC switches will also be part of Bayer’s agenda as it takes control of Merck & Co’s switch prospects Singulair (montelukast) and Clarinex (desloratadine).
Recent merger and acquisition activity has put real pressure on now second-tier consumer health companies netting less than US$8 billion in retail sales in 2013, especially Sanofi, Pfizer, Procter & Gamble and Reckitt Benckiser (RB). These companies are hungry for acquisitions, most notably Pfizer who continues to be denied by AstraZeneca and RB who was beat out by Bayer for the Merck & Co division. However, closing on acquisition prospects will be increasingly challenging as the competition grows. High prices Nike Air Force 1 Donna though will not be a deterrent as further consolidation in the consumer health industry is likely to come in the near future.
Global Consumer Health Leaders by Retail Value Sales (With Combined Views of Bayer/Merck & Co and GlaxoSmithKline and Novartis) based on 2013 Data
Source: Euromonitor International
Note: According the Euromonitor International’s definition of consumer health, which includes OTC, vitamins and dietary supplements, weight management, and sports nutrition. Beauty and personal care, which may be included in the companies’ consumer health division reporting, is tracked separately.
As the corporate titans consolidate, the future of consumer health becomes a game of fewer players. What will this mean for consumers around the world. How will emerging regional companies, such as Prestige Brands Holdings, Omega Adidas ZX Flux Mujer Pharma, Aspen Pharmacare and Genomma Lab Internacional, compete tomorrow as the competitive landscape is reshaped today?
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