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Market trends in over-the-counter medicines
Vitamins and minerals Vitamins and dietary supplements is the
only category of over-the-counter medicines to experience a decrease
in market value, dropping 3 per cent in real terms in the past
decade. The report suggests that this decline may be as a result
of the growing market in own-label single formula vitamins
as
well as the adverse publicity associated with the use of some
high-dose single-formula vitamin supplements. In contrast,
the market for combination supplements that claim to combat fatigue
and stress has experienced an increase in value, although the
report warns that the fate of these products rests with the
EU
legislation that seeks to ban preparations containing ingredients
not on the approved list of the European Food Supplements Directive.
Minor ailments and self-diagnostics Expenditure
on remedies for minor ailments and self-diagnostics has risen
by 63 per cent. The
report says that there is considerable scope for further growth
in the self-diagnostics market. It states: “Increased consumer
confidence and product credibility will be the main drivers to
some of the more familiar testing kits such as pregnancy or blood
pressure, while Government support for self-care will encourage
patients’ involvement in more complex issues such as cholesterol
or heart rate monitoring.”
Complementary medicines The complementary medicines
market has grown by 45 per cent since 1999. However, the survey
of consumers’ attitudes
to health showed that only 10.5 per cent of people preferred alternative
over conventional medicine. The report says: “It may be inferred
that for most people, alternative medicine is regarded as complementary
to, rather than a replacement for, pharmaceutical treatments.” |
Attitudes to health
Mintel also commissioned research into consumers’ attitudes
to their own health. The survey, conducted in January, involved
1,528 adults and the results showed:
· 46 per cent of adults would rather eat a healthy diet than take
vitamins or dietary supplements
· 59 per cent of adults prefer to self-treat minor ailments
· 32 per cent of adults are prepared to consider alternative medicines
in general and 28 per cent are happy to use herbal remedies |
Pharmacist, doctor or alternative practitioner: whom will the British
public seek its health care advice from in the future? Research published
last week reveals a decline in the number of people consulting pharmacists
over the past 10 years — a
natural fluctuation or a cause for concern?
The research was published by Mintel and the data are taken from a continuous
yearly survey of 25,000 adults in random locations in Britain. The report,
entitled “British lifestyles 2005”, puts the decline of 1.1
per cent down to educational campaigns to promote self-treatment and
the reclassification of a number of medicines. It says that this has
led to an increase in confidence among consumers in selecting their own
treatments from the wide range of medicines now available on pharmacy
shelves.
John D’Arcy, chief executive of the National Pharmaceutical Association,
believes that the average pharmacist would disagree. “Pharmacists
are saying that they are being swarmed with people asking for advice,
which is good, but to the extent that it is making their workload burden
difficult.” He says that pharmacists tell the NPA that they spend
possibly up to a third of their time answering over-the-counter and telephone
queries.
The report claims that GPs remain the preferred source of health care
advice for the majority of the population. It says: “In spite of
Government and pharmaceutical industry-led campaigns to ease the burden
on GPs by discouraging visits for minor complaints, there has been very
little change between 1994 and 2004 in the numbers seeking doctors’ guidance.”
David Pruce, director of practice and quality improvement at the Royal
Pharmaceutical Society, is sceptical. He is not convinced that the conclusions
drawn in the report are supported by the data. “I think it is extrapolating
rather to say that the ‘preferred’ source of health care
advice is the GP. They are asking ‘Have you been to see a doctor,
pharmacist, etc, in the past 12 months with a complaint?’. That
is a totally different question to ‘What is your preferred source
of health care advice?’,” he says.
In addition, Mr D’Arcy points out that last year’s Mintel
report showed a small shift towards greater use of pharmacies (PJ, 3
April 2004, p405).
Gopa Mitra, director of health policy and public affairs at the Proprietary
Association of Great Britain, does not believe that the results of the
survey are particularly surprising. “People value pharmacists as
the experts on medicines in the high street, but do not necessarily see
them as someone who can help with diagnosis.” GPs always come out
on top in these sorts of surveys, she adds.
“PAGB research shows that people are still going to their GP for
minor ailments. This is because they are abandoning self-medication too
early
and are seeking reassurance that their symptoms are not something more
serious,” she says.
New contract, new opportunities
The report suggests that the new pharmacy contract is likely to lead
to an increase in pharmacy consultations that will offset the current
decline. It says: “The implications of such a major change in
the role of pharmacists are likely to impact upon the way in which
patients perceive them as a potential source of advice.” Ms Mitra
agrees: “The contract offers enormous potential for pharmacists
to position themselves as experts who can provide help and support
for self-treatment,” she says.
Promotion of healthy lifestyles and support for self-care are essential
services under the new contract. Ms Mitra believes that pharmacists need
to communicate with their customers to let them know that they can provide
advice on symptoms, not just medicines. “Medicines are a natural
adjunct to the support and advice that pharmacists can offer on minor
ailments,” she says.
Mr D’Arcy says that an awareness campaign will be needed to let
people know what the new contract is and what it will mean to them. The
NPA is currently reviewing its “Ask your pharmacist” campaign
to make it more focused and to incorporate messages about the new contract.
More also needs to be done in terms of the general media, suggests Mr
D’Arcy. “Health pages and health interest is growing and
we need to capitalise upon that …
so that you are always reading about ways in which pharmacists can help
patients,” he says.
He also believes that the Government mantra of choice and access will
have an impact over the next few years. “In terms of the GP service,
access is dropping. It is harder to get to see a GP. It is still the
case that you can get to see a pharmacist without an appointment and
I think that … is going to become increasingly important.”
Mr Pruce is not concerned by the results of the survey. “It demonstrates
that lots of people use pharmacies and expect advice from pharmacists.
I would not worry about year-on-year variation but I would expect that
in another 10 years, if patients are asked about where they would go
to get advice on minor ailments, pharmacy would be mentioned a lot more
often.” |
The
Pharmaceutical Journal