The Report provides newly researched company profiles and competitive intelligence on 22 leading OTC producers (see full list below) operating in 8 key markets: Argentina, Brazil, Canada, Chile, Colombia, Mexico, Peru, Venezuela. This is a time of strong potential, but also great challenges, in the Americas’ OTC market as sales are primed to exceed US$10bn by 2013. The embedded culture of self-medication in states such as Argentina and Peru will drive double-digit growth. However, OTC sales expansion elsewhere – not least Mexico and Canada - will be dampened by increased health insurance coverage, highlighting the broader threat faced by prescription drugs marketing and sales.

The Americas' Leading OTC Medicine Markets features independent 5-year industry forecasts for each market to end-2012. Crucially, our long term views are founded upon our unique Business Environment Rating – a numerically-based risk-reward evaluation of the competitiveness of the regulatory and business operating environment for each of the 8 OTC markets, a vital tool for benchmarking both the rewards available in each state and the risks of market entry.

Rapid market expansion WILL occur. Forecasts that OTC sales will expand by 5.3% annually in US dollar terms between 2008-2012 to US$9.98bn, driven by region-wide trends of increased health awareness, self-medication and broader economic growth. Growth will be fastest in states where significant sections of the population have previously been unable to afford healthcare.

But economic growth risks abound. There is a strong correlation between OTC sales growth and economic expansion and, consequently, the US recession poses a significant short-term risk. However, the rapid commodities-fuelled expansion of many regional states – notably Chile, Peru and Venezuela – indicates strong potential in states where health insurance coverage – and thus a strong prescription market – is currently limited.

Furthermore, the regulatory environment is key. As ever, understanding the regulatory environment is vital. While Argentina actively encourages OTC sales, fears over the prevalence of self-medication in Brazil could curtail OTC availability, a scenario likely to recur in Mexico, where there is pressure to ban sales of OTCs in kiosks and supermarkets. A clear industry and company-specific strategy, supported by competitive pricing and responsive advertising, is key to building market share.

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