May 20, 2011
Noncommunicable diseases drive lucrative West Africa pharmaceuticals marketBack
© Reuse this
With the adoption of a more western lifestyle, characterised by less healthy diets and more sedentary activities, across West African countries like Nigeria and Ghana, the incidence of non-communicable diseases, particularly hypertension and diabetes, have increased, reports market research and consulting firm Frost & Sullivan.
As the demand for chronic medicines for these conditions surges, lucrative market opportunities, particularly in the generics market, have opened up.
Analysis indicates that the pharmaceutical industry in Ghana and Nigeria earned revenues of $970-million in 2009, and Frost & Sullivan estimates this will reach $2,3-billion in 2016.
“The dual burden of communicable and noncommunicable diseases in Ghana and Nigeria is the main driver for growth of the pharmaceuticals industry in the region,” notes Frost & Sullivan research analyst Tinotenda Sachikonye.
“Second and third, only to anti-infectives, in terms of contribution to the 2009 annual pharmaceuticals industry revenues in Ghana and Nigeria were medicines for cardiovascular conditions and diabetes.”
Treatment for diabetes and cardiovascular conditions, such as hypertension, is typically chronic, thereby creating a continual demand for diabetes and hypertension medicines. Several foreign generics companies have entered the West African market and more local manufacturers are focusing on medicines to treat hypertension and diabetes.
However, as the major proportion of consumers in Ghana and Nigeria are price sensitive, competition with low-cost Asian generics is a challenge for the majority of participants in the market. The cost of conducting business for local manufacturers is particularly high.
“Price is an important purchasing criterion for the Ghana National Health Insurance (NHI), which covers 66,4% of the population in Ghana. The NHI will only pay for generics,” explains Sachikonye. “Further, government tenders in both countries are awarded mainly on the basis of price.”
It is important that companies in this market identify their target customers and differentiate themselves accordingly. Although the majority of consumers in the region are price sensitive, several others are brand loyal and willing to pay the cost for their preferred brands, he says.
“Although pricing is a major determinant of success in Ghana and Nigeria, other factors, such as having good-quality products, having a robust distribution network, good marketing strategies and brand recognition, are equally important. Pharmaceuti-cals companies can leverage these factors to attain a competitive position in the market,” concludes Sachikonye.
Edited by: Chanel de Bruyn© Reuse this Comment Guidelines (150 word limit)
Other Medical and Pharmaceutical Engineering News
International consulting engineering company Royal HaskoningDHV (RHDHV) has appointed Salani Sithole as South African MD, effective March 1. Sithole has been with the company for six years and, prior to joining RHDHV, held various positions in engineering consulting,...
Recent Research Reports
Construction 2015: A review of South Africa’s construction sector (PDF Report)
Creamer Media’s Construction 2015 Report examines South Africa’s construction industry over the past 12 months. The report provides insight into the business environment; the key participants in the sector; local construction demand; geographic diversification;...
Liquid Fuels 2014 - A review of South Africa's Liquid Fuels sector (PDF Report)
Creamer Media’s Liquid Fuels 2014 Report examines these issues, focusing on the business environment, oil and gas exploration, the country’s feedstock supplies, the development of South Africa’s biofuels industry, fuel pricing, competition in the sector, the...
Water 2014: A review of South Africa's water sector (PDF Report)
Creamer Media’s Water 2014 report considers the aforementioned issues, not only in the South African context, but also in the African and global context, and examines the issues of water and sanitation, water quality and the demand for water, among others.
Defence 2014: A review of South Africa's defence industry (PDF Report)
Creamer Media’s Defence 2014 report examines South Africa’s defence industry, with particular focus on the key participants in the sector, the innovations that have come out of the sector, local and export demand, South Africa’s controversial multibillion-rand...
Road and Rail 2014: A review of South Africa's road and rail infrastructure (PDF report)
Creamer Media’s Road and Rail 2014 report examines South Africa’s road and rail transport system, with particular focus on the size and state of the country’s road and rail network, the funding and maintenance of these respective networks, and the push to move road...
Real Economy Year Book 2014 (PDF Report)
This edition drills down into the performance and outlook for a variety of sectors, including automotive, construction, electricity, transport, steel, water, coal, gold, iron-ore and platinum.
This Week's Magazine
National flag carrier South African Airways (SAA) is in an advanced stage of renegotiating its deal with European airliner manufacturer Airbus to acquire A320 single-aisle (or narrow body) aircraft. The aim is to replace ten of the aircraft still on order with five...
Worldwide, the main thrust in the ports industry over the past decade or more has been to increase efficiency. Traditionally, ports have been run by engineers and mariners and, in the past, increasing a port’s capacity was achieved by expanding the harbour. “That has...
What do you do when an elephant has a toothache? You call Dr Gerhard Steenkamp from the University of Pretoria’s (UP’s) faculty of veterinary science, Onderstepoort, one of only two elephant ‘dentists’ in the world.
The 2015 Sanlam/Business Partners Entrepreneur of the Year (EOY) competition was launched earlier this month in Johannesburg, with the main focus on creating and inspiring entrepreneurs to create jobs and boost the economy.
In a recent letter to the editor that I sent to Engineering News (Concerns regarding South African portion of Square Kilometre Array) and in a follow-up article elaborating further (We must start preparations to build our own synchrotron light source), I stated my...