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Pharmaceuticals: The Consumer - US - January 2013

“The pharmaceuticals industry continues to grow; however, changes to the healthcare landscape from the ACA as well as patent expirations will affect future sales.”

– Emily Krol, Health and Wellness Analyst

Some questions answered in this report include:

  • How will the Affordable Care Act (ACA) impact sales of pharmaceutical drugs?
  • How do payment plans at pharmacies affect sales of prescription remedies?
  • How will the “patent cliff” affect the pharmaceuticals market?

 

 

The pharmaceuticals industry continues to grow at a healthy rate. According to data from IMS Health, U.S. category sales increased from $308.6 billion in 2010 to $319.9 billion in 2011. The category is expected to continue growing, thanks to an aging population and higher obesity levels which can lead to various diseases. Despite solid growth, the pharmaceutical industry faces several challenges, such as expiring patents, more alternatives to medication, and consumers increasingly looking for ways to save on healthcare. Additionally, much of the sales growth can be attributed to price increases, rather than increased purchases.

This report explores these challenges and offers marketing solutions to pharmaceutical companies based on consumer attitudes. Readers of the report will learn about the top-selling and most-used pharmaceutical drugs, as well as strategies to consider when drugs lose their patent. Consumer attitudes toward pharmaceutical advertisements are explored, as well as what these insights mean for the industry.

Also presented are self-reported consumer behaviors regarding prescription drugs, OTC products, and generic drugs. Readers will gain an understanding of how various demographics treat non-life-threatening conditions, and what treatment solutions appeal to them. As the pharmaceutical industry plays a major role in the U.S. economy, makers and marketers of these products will seek to continue the upward trend.

Consumer research for this report focuses on use of and attitudes toward nonessential medications. For the purposes of this report, nonessential medications include those in which the indication or illness is not life threatening. The decision to take the medication is voluntary. Types of medication that will be covered are those for insomnia, allergies, depression, herpes, weight loss, erectile dysfunction, snoring, and migraines.

Medications for cosmetic use (such as for hair loss or wrinkles) will also be covered in the report. Sales and market share data include all prescription drugs.

 

 

Liqueurs - UK - January 2012

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                  • Executive Summary

                      • The market
                        • Figure 1: Total U.S. Prescription market, by sales and dispensed prescriptions, 2007-11
                        • Figure 2: Prescription drug usage, by gender and race/Hispanic origin, April 2011-June 2012
                      • Market factors
                        • Population
                          • Figure 3: Total U.S. population aged 18 or older, by age, 2013 and 2018 and prescription drug usage, by age, April 2011-June 2012
                          • Figure 4: Population, by race and Hispanic origin, 2013 and 2018
                        • Unhealthy Americans
                          • The consumer
                            • Treating non-life-threatening medical conditions
                              • Figure 5: Treating non-life-threatening condition, by age, October 2012
                            • Ailments treated with prescription drugs
                              • Figure 6: Treat ailment with prescription product, April 2011-June 2012
                            • Attitudes toward pharmaceutical advertising
                              • Figure 7: Opinions about prescription advertising, October 2012
                            • Most consumers get prescriptions filled at drug store
                              • Figure 8: Location prescription filled, October 2012
                            • What we think
                            • Issues in the Market

                                • How will the Affordable Care Act (ACA) impact sales of pharmaceutical drugs?
                                  • How do payment plans at pharmacies affect sales of prescription remedies?
                                    • How will the “patent cliff” affect the pharmaceuticals market?
                                      • Figure 9: Top-selling drugs’ patent expiration dates
                                      • Figure 10: Brand name vs. generic drug costs
                                  • Insights and Opportunities

                                      • Technology
                                        • Apps
                                          • Online/social media
                                            • Mobile
                                              • In-store clinics
                                              • Trend Applications

                                                  • Trend: Golden Bullet
                                                    • Trend: Cam Cam
                                                      • 2015 Trend: Brand Intervention
                                                      • Market Factors

                                                        • Key points
                                                          • Aging consumers will drive prescription drug sales
                                                            • America’s population getting older
                                                              • Figure 11: Population aged 18+, by age, 2008-18
                                                            • Hispanic and Asian populations growing
                                                              • Figure 12: Population, by race and Hispanic origin, 2008-18
                                                            • Unhealthy lifestyles of Americans
                                                              • Cost to be healthy
                                                                • Unemployment/underemployment
                                                                  • Figure 13: Types of health insurance coverage, by employment status, October 2012
                                                                  • Figure 14: U.S. Unemployment and underemployment rates, 2007-12
                                                                • Lower median income
                                                                  • Figure 15: Median household income, in inflation-adjusted dollars, 2001-11
                                                                • Health insurance coverage
                                                                  • Rising healthcare costs
                                                                    • Patent expirations
                                                                    • Competitive Context

                                                                      • Alternative treatment options
                                                                        • Figure 16: Treating non-life-threatening condition, October 2012
                                                                      • Over-the-counter remedies
                                                                        • Homeopathic/herbal/alternative remedies
                                                                          • Functional foods, exercise being used by people to take better care of themselves
                                                                            • Generic remedies
                                                                            • Leading Companies and Brands

                                                                              • Key points
                                                                                • Though declining, Pfizer is leading pharmaceutical company based on sales
                                                                                  • Figure 17: Top 10 prescription drug corporations by U.S. sales, 2007-11
                                                                                  • Figure 18: Top 10 prescription drug corporations by U.S. dispensed prescriptions, 2007-11
                                                                                • Lipitor remains top-selling pharmaceutical drug
                                                                                  • Figure 19: Top 10 U.S. pharmaceutical products, by sales, 2007-11
                                                                                • Most-used brands from consumer perspective
                                                                                  • Figure 20: Brands of prescription drugs, by gender and age. April 2011-June 2012
                                                                              • Advertising Prescription Drugs

                                                                                • Key points
                                                                                  • Advertising for prescription drugs is heavily regulated
                                                                                    • Those involved in category pay attention to ads
                                                                                        • Figure 21: Opinions about prescription advertising, October 2012
                                                                                      • Younger sufferers more likely to pay attention to pharmaceutical ads
                                                                                        • Figure 22: Opinions about prescription advertising, by gender and age, October 2012
                                                                                    • Marketing Strategies

                                                                                      • Overview of the brand landscape
                                                                                        • Brand analysis: Abilify
                                                                                          • Figure 23: Brand analysis of Abilify, 2013
                                                                                        • TV presence
                                                                                          • Figure 24: Abilify television ad, 2012
                                                                                        • Online initiatives
                                                                                          • Social media
                                                                                            • Print
                                                                                              • Figure 25: Abilify print ad, 2012
                                                                                            • Brand analysis: Crestor
                                                                                              • Figure 26: Brand analysis of Crestor, 2012
                                                                                            • TV presence
                                                                                              • Figure 27: Crestor, television ad, 2012
                                                                                            • Online initiatives
                                                                                                • Figure 28: Crestor online banner ad, 2012
                                                                                              • Social media
                                                                                                • Brand analysis: Cymbalta
                                                                                                  • Figure 29: Brand analysis of Cymbalta, 2013
                                                                                                • TV presence
                                                                                                  • Figure 30: Cymbalta, television ad, 2012
                                                                                                  • Figure 31: Cymbalta, television ad, 2012
                                                                                                • Online initiatives
                                                                                                  • Social media
                                                                                                    • Brand analysis: Nexium
                                                                                                      • Figure 32: Brand analysis of Nexium, 2013
                                                                                                    • TV presence
                                                                                                      • Figure 33: Nexium, television ad, 2012
                                                                                                    • Online initiatives
                                                                                                      • Print
                                                                                                        • Figure 34: Nexium print ad, 2012
                                                                                                    • Health Insurance Coverage

                                                                                                      • Key points
                                                                                                        • Most respondents have health insurance
                                                                                                          • Women are more likely to have coverage
                                                                                                            • Figure 35: Types of health insurance coverage, by gender, October 2012
                                                                                                          • Almost 100% of aged 65+ have insurance coverage
                                                                                                            • Figure 36: Types of health insurance coverage, by age, October 2012
                                                                                                          • Insurance coverage increases with household income
                                                                                                            • Figure 37: Types of health insurance coverage, by household income, October 2012
                                                                                                        • Insurance and Prescriptions

                                                                                                          • Key points
                                                                                                            • Six out of 10 ask for generic drugs
                                                                                                              • Figure 38: Insurance and prescriptions, October 2012
                                                                                                            • Older respondents more likely to ask for a generic
                                                                                                              • Figure 39: Insurance and prescriptions, by gender and age, October 2012
                                                                                                            • Higher household incomes tend to have more drugs covered
                                                                                                              • Figure 40: Insurance and prescriptions, by household income, October 2012
                                                                                                          • Prescription Drug Usage

                                                                                                            • Key points
                                                                                                              • Those who take prescription drugs tend to suffer from multiple ailments
                                                                                                                • Figure 41: Ailments suffered, by prescription drug use, April 2011-June 2012
                                                                                                              • Older consumers suffer from hypertension/high cholesterol
                                                                                                                • Figure 42: Treat ailment with prescription product, by gender and age, April 2011-June 2012
                                                                                                              • Those who use prescription drugs more likely to visit professionals
                                                                                                                • Figure 43: Professional visited, by prescription drug use, April 2011-June 2012
                                                                                                            • Locations Where Prescriptions Filled

                                                                                                              • Key points
                                                                                                                • Drug store pharmacy most popular
                                                                                                                  • Figure 44: Location prescription filled, October 2012
                                                                                                                • Men more likely to fill at most locations
                                                                                                                  • Figure 45: Location prescription filled, by gender, October 2012
                                                                                                                • Location to fill prescriptions differs by age
                                                                                                                  • Figure 46: Location prescription filled, by age, October 2012
                                                                                                                • Drug stores and mail order popular with higher household incomes
                                                                                                                  • Figure 47: Location prescription filled, by household income, October 2012
                                                                                                                • Where consumers fill prescriptions can depend on what type of insurance they have
                                                                                                                  • Figure 48: Types of health insurance coverage, by select locations prescription filled, October 2012
                                                                                                                • Prescriptions filled via mail order growing
                                                                                                                  • Figure 49: Channel distribution by U.S. spending, 2007-11
                                                                                                              • Medical Conditions and Treatments

                                                                                                                • Key points
                                                                                                                  • Most of those who suffer from a medical condition treat with a prescription
                                                                                                                    • Women more likely to have a medical condition
                                                                                                                      • Figure 50: Suffer from non-life-threatening conditions, by gender, October 2012
                                                                                                                      • Figure 51: Treating non-life-threatening condition—have used, by gender, October 2012
                                                                                                                    • Prescription drugs ideal for older consumers
                                                                                                                      • Figure 52: Suffer from non-life-threatening conditions, by age, October 2012
                                                                                                                      • Figure 53: Treating non-life-threatening condition—have used, by age, October 2012
                                                                                                                    • Those who have insurance more likely to use prescription drugs
                                                                                                                      • Figure 54: Suffer from non-life-threatening conditions, by insurance status, October 2012
                                                                                                                      • Figure 55: Treating non-life-threatening condition—have used, by insurance status, October 2012
                                                                                                                  • Interest in Various Treatments

                                                                                                                    • Key points
                                                                                                                      • Opportunity for pharmaceutical companies to offer additional sources
                                                                                                                          • Figure 56: Treating non-life-threatening condition, October 2012
                                                                                                                        • Women could use mobile app
                                                                                                                          • Figure 57: Treating non-life-threatening condition—interested in trying, by gender and age, October 2012
                                                                                                                        • Those not insured interested in various ways to treat conditions
                                                                                                                          • Figure 58: Treating non-life-threatening condition—interested in trying, by insurance status, October 2012
                                                                                                                      • Attitudes Toward Health and Prescription Drugs

                                                                                                                        • Key points
                                                                                                                          • Those who take prescription drugs rely on their doctor
                                                                                                                            • Figure 59: Attitudes toward prescription drugs and doctor influence, by use of prescription drugs, April 2011-June 2012
                                                                                                                            • Figure 60: Attitudes toward prescription drug use, by use of prescription drugs, April 2011-June 2012
                                                                                                                            • Figure 61: Attitudes toward preventive measures, by use of prescription drugs, April 2011-June 2012
                                                                                                                          • Women more invested in taking care of health
                                                                                                                            • Figure 62: Attitudes toward treatment, by gender, October 2012
                                                                                                                            • Figure 63: Attitudes/opinions about health and medicine information sources, by gender, April 2011-June 2012
                                                                                                                          • Older respondents turn to doctor, while younger self-treat
                                                                                                                            • Figure 64: Attitudes toward treatment options, by age, October 2012
                                                                                                                            • Figure 65: Attitudes/opinions about prescription drugs and health information, by age, April 2011-June 2012
                                                                                                                          • Respondents with insurance more likely to visit doctor
                                                                                                                            • Figure 66: Attitudes toward ways to treat health, by insurance status, October 2012
                                                                                                                        • Race and Hispanic Origin

                                                                                                                          • Key points
                                                                                                                            • Blacks and Hispanics less likely to have health insurance
                                                                                                                              • Figure 67: Types of health insurance coverage, by race/Hispanic origin, October 2012
                                                                                                                            • Insurance and prescription coverage among multicultural groups
                                                                                                                              • Figure 68: Insurance and prescriptions, by race/Hispanic origin, October 2012
                                                                                                                            • Medical conditions suffered
                                                                                                                              • Figure 69: Suffer from non-life-threatening conditions, by race/Hispanic origin, October 2012
                                                                                                                            • Opinions about pharmaceutical advertising and health
                                                                                                                              • Figure 70: Opinions about prescription advertising, by race/Hispanic origin, October 2012
                                                                                                                              • Figure 71: Attitudes toward health information and treatment options, by race/Hispanic origin, October 2012
                                                                                                                              • Figure 72: Attitudes/Opinions about prescription drugs and information sources, by race/Hispanic origin, April 2011-June 2012
                                                                                                                          • Key Drivers Analysis

                                                                                                                            • Methodology
                                                                                                                              • Interest in presence of a healthcare professional in pharmaceutical advertisements
                                                                                                                                • Figure 73: Key drivers of confidence in pharmaceutical advertising, October 2012
                                                                                                                            • Cluster Analysis

                                                                                                                                • Figure 74: Target clusters, October 2012
                                                                                                                              • Cluster 1: Seeking to Heal
                                                                                                                                • Demographics
                                                                                                                                  • Characteristics
                                                                                                                                    • Opportunity
                                                                                                                                      • Cluster 2: Uninvolved
                                                                                                                                        • Demographics
                                                                                                                                          • Characteristics
                                                                                                                                            • Opportunity
                                                                                                                                              • Cluster 3: Young Skeptics
                                                                                                                                                • Demographics
                                                                                                                                                  • Characteristics
                                                                                                                                                    • Opportunity
                                                                                                                                                      • Cluster 4: Pharmaceutical Users
                                                                                                                                                        • Demographics
                                                                                                                                                          • Characteristics
                                                                                                                                                            • Opportunity
                                                                                                                                                              • Cluster characteristic tables
                                                                                                                                                                • Figure 75: Types of health insurance coverage, by target clusters, October 2012
                                                                                                                                                                • Figure 76: Insurance and prescriptions, by target clusters, October 2012
                                                                                                                                                                • Figure 77: Suffer from non-life-threatening conditions, by target clusters, October 2012
                                                                                                                                                                • Figure 78: Treating non-life-threatening condition—have used, by target clusters, October 2012
                                                                                                                                                                • Figure 79: Treating non-life-threatening condition—interested in trying, by target clusters, October 2012
                                                                                                                                                                • Figure 80: Opinions about prescription advertising, by gender and age, October 2012
                                                                                                                                                                • Figure 81: Attitudes toward health, by target clusters, October 2012
                                                                                                                                                              • Cluster demographics
                                                                                                                                                                • Figure 82: Target clusters, by demographic, October 2012
                                                                                                                                                              • Cluster methodology
                                                                                                                                                              • Custom Consumer Groups: Spotlight on Boomers

                                                                                                                                                                • Key points
                                                                                                                                                                  • Medical conditions
                                                                                                                                                                    • Figure 83: Suffer from non-life-threatening conditions, by generation, October 2012
                                                                                                                                                                    • Figure 84: Treating non-life-threatening condition—have used, by generation, October 2012
                                                                                                                                                                    • Figure 85: Treating non-life-threatening condition—interested in trying, by generation, October 2012
                                                                                                                                                                  • Pharmaceutical advertising
                                                                                                                                                                    • Figure 86: Opinions about prescription advertising, by generation, October 2012
                                                                                                                                                                  • Baby Boomers follow their doctor’s advice
                                                                                                                                                                      • Figure 87: Attitudes toward health, by generation, October 2012
                                                                                                                                                                  • Appendix: Other Useful Consumer Tables

                                                                                                                                                                    • Health insurance coverage
                                                                                                                                                                      • Figure 88: Types of health insurance coverage, by gender and age, October 2012
                                                                                                                                                                      • Figure 89: Types of health insurance coverage, by presence of children in household, October 2012
                                                                                                                                                                      • Figure 90: Types of health insurance coverage, by generation, October 2012
                                                                                                                                                                      • Figure 91: Types of health insurance coverage, by marital/relationship status, October 2012
                                                                                                                                                                      • Figure 92: Types of health insurance coverage, by location prescription filled (mass merchandiser, warehouse, and supermarkets), October 2012
                                                                                                                                                                      • Figure 93: Types of health insurance coverage, by location prescription filled (Drug stores), October 2012
                                                                                                                                                                      • Figure 94: Types of health insurance coverage, by location prescription filled (online and mail order), October 2012
                                                                                                                                                                    • Insurance and prescriptions
                                                                                                                                                                      • Figure 95: Insurance and prescriptions, by generation, October 2012
                                                                                                                                                                    • Medical conditions and treatment
                                                                                                                                                                      • Figure 96: Suffer from non-life-threatening conditions, by gender and age, October 2012
                                                                                                                                                                      • Figure 97: Treating non-life-threatening condition—have used, by gender and age, October 2012
                                                                                                                                                                      • Figure 98: Suffer from non-life-threatening conditions, by household income, October 2012
                                                                                                                                                                      • Figure 99: Treating non-life-threatening condition—have used, by household income, October 2012
                                                                                                                                                                      • Figure 100: Suffer from non-life-threatening conditions, by marital/relationship status, October 2012
                                                                                                                                                                      • Figure 101: Treating non-life-threatening condition—have used, by marital/relationship status, October 2012
                                                                                                                                                                      • Figure 102: Treating non-life-threatening condition—interested in trying, by gender, October 2012
                                                                                                                                                                    • Pharmaceutical advertising
                                                                                                                                                                      • Figure 103: Opinions about prescription advertising, by household income, October 2012
                                                                                                                                                                      • Figure 104: Opinions about prescription advertising, by presence of children in household, October 2012
                                                                                                                                                                      • Figure 105: Opinions about prescription advertising, by employment, October 2012
                                                                                                                                                                      • Figure 106: Opinions about prescription advertising, by insurance status, October 2012
                                                                                                                                                                    • Prescription drug usage
                                                                                                                                                                      • Figure 107: Treat ailment with prescription product, by race/Hispanic origin, April 2011-June 2012
                                                                                                                                                                      • Figure 108: Brands of selected prescription drugs, by race/Hispanic origin, April 2011-June 2012
                                                                                                                                                                    • Prescription location
                                                                                                                                                                      • Figure 109: Location prescription filled, by age, October 2012
                                                                                                                                                                      • Figure 110: Location prescription filled, by race/Hispanic origin, October 2012
                                                                                                                                                                    • Attitudes toward health
                                                                                                                                                                      • Figure 111: Attitudes toward health, by household income, October 2012
                                                                                                                                                                      • Figure 112: Attitudes toward health, by presence of children in household, October 2012
                                                                                                                                                                      • Figure 113: Attitudes/Opinions health and medicine, by race/Hispanic origin, April 2011-June 2012
                                                                                                                                                                  • Appendix – Key Driver Analysis

                                                                                                                                                                        • Figure 114: Confidence in pharmaceutical advertising—key driver output, October 2012
                                                                                                                                                                    • Appendix: Trade Associations

                                                                                                                                                                      Companies Covered

                                                                                                                                                                      • AstraZeneca
                                                                                                                                                                      • Boehringer Ingelheim Pharmaceuticals, Inc.
                                                                                                                                                                      • Eli Lilly and Company
                                                                                                                                                                      • GlaxoSmithKline (USA)
                                                                                                                                                                      • Johnson & Johnson
                                                                                                                                                                      • Merck & Co. Inc.
                                                                                                                                                                      • Novartis AG
                                                                                                                                                                      • Pfizer Inc
                                                                                                                                                                      • Roche Diagnostics
                                                                                                                                                                      • Watson Pharmaceuticals, Inc.

                                                                                                                                                                      Pharmaceuticals: The Consumer - US - January 2013

                                                                                                                                                                      US $3,995.00 (Excl.Tax)