Generic Strategies in Emerging Markets

The emerging markets are luring a growing number of pharma companies looking to compensate for the diminishing revenues in developed markets. Latin America and Central and Eastern Europe (CEE) are showing strong growth rates, proving to be lucrative targets for firms aiming to expand their foothold, initially as a generics player, but also providing a foundation for subsequent brand penetration.

Sales growth in the CEE generics market is slowing due to increasing competition among generics players, while the Latin American market continues to grow, with significant room for further expansion. Consequently, the Latin American market offers multinationals a better opportunity due to is comparatively greater growth potential.

Indian generics firms are showing a growing interest in the Latin American generics market, especially Brazil. However, going forward, this may undermine the success of domestic players in this region, as Indian generics companies have a ready source of active pharmaceutical ingredients (APIs) and an established low cost manufacturing base.

Generic penetration across the CEE is consistently high due to the historically poor enforcement of intellectual property (IP) laws. However IP issues and competition from similares (non-bioequivalent drugs) hamper penetration of true generics in Latin America, although new regulations have been implemented to target this issue.

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