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Pharmaceutical & Biotech

Sales Analysis by Country


Top Drugs, Top Regions
May 2014
elcome to EvaluatePharma

s Product Sales Analysis by Country Report. In this report


we have analyzed product sales trends in 70 countries for the Top 100 global pharmaceutical
companies. The analysis leverages the power of EvaluatePharma

s new Product Sales Analysis


by Country service which combines company disclosed product sales and IMS Health

s industry
leading country-level sales. The result is a unique insight into product performance at a region
and country level.
USA, EU/EEA and Japan Still Dominate Sales for the Global Top 100 Products
EvaluatePharma

nds that established markets (USA, EU/EEA and Japan) remain the primary
source of sales for the Top 100 products, accounting for 85% of sales in 2012. In addition,
the reliance of the Industry on the Top 100 is revealed, as the contribution of the Top 100
products to a regions sales tends to converge to 50%. Interestingly, the reliance on the Top
100 has declined between 2010 and 2012 in the US (57% to 55%), EU/EAA (50% to 49%)
and Japan (55% to 52%), while in BRIC countries the reliance has increased from 42% to 46%.
A review of Oncology sales by region reveals that USA and EU/EEA Oncology sales ($18.3bn
and $14.2bn) were closer than expected, given their difference in overall pharmaceutical
market size, between 2010 and 2012. Oncology products in BRIC countries grew at an im-
pressive 14.3% per year but still lag behind established markets (USA, EU/EEA and Japan) in
terms of total sales and account for just 5% of the global oncology market.
EvaluatePharma

nds that the USA accounts for 47% of the global biotechnology products
market. The US biotechnology market grew 9.7% per year between 2010 and 2012 with
the EU/EEA achieving a growth rate of 4.8%, against a backdrop of austerity and declining
overall EU/EEA sales. Once again, BRIC countries account for a small part of the global market
at just 3.4%.
The report concludes with a case study of Rituxan (rituximab), a leading biotechnology product
in the oncology market, showcasing the powerful combination of company disclosed product
sales and IMS Health industry leading country-level sales. Rituxans performance by country and
region is tracked including its 63% price drop in India after the biosimilar Reditux was launched.

Andreas Hadjivasiliou
Analyst, EvaluatePharma

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EvaluatePharma


Foreword
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USA, EU/EEA and Japan remained the
primary source of sales for the
Top 100 products
W
About EvaluatePharma

s Product Sales
Analysis by Country
EvaluatePharmas Product Sales Analysis by Country combines the highest-quality
strategic sales intelligence from Evaluate Ltd. and IMS Health. Evaluates experts
carefully analyze the results, integrating and reconciling sales, to deliver a high level
of accuracy and transparency. The Evaluate platform presents a clear, standardized
view of country-level markets in 70 countries and provides rapid reporting functionality.
Available as a supplemental module of the EvaluatePharma service, comparisons of
sales performance across products, countries, regions, competitors, therapy areas and
EphMRA ATC can be conducted. The ultimate value of the analysis is time savings allow-
ing more focus on interpretation of results to drive business performance and growth.
Highlights include:
Reconciled IMS Health country-level product sales based on IMS Health country
audits for the Top 100 companies
Up to Top 100 IMS Health ranked products for each company
Reconciled IMS Health private-company coverage
IMS Health country sales splits used to calculate and ll country-level gaps
Sales results in both U.S. dollars and locally reported currency
As of June 2014 Product Sales Analysis by Country will cover 2011-2013 sales, and in
August 2014 coverage will expand to the Top 200 companies based on IMS Health
ranking. For more information please visit www.EvaluateGroup.com or Contact Us.
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Reconciled IMS Health country-level products sales
from their country audits for their ranked
Top 100 companies
Top 100 Products by Region (USA, EU/EEA, Japan, BRIC & RoW)
Sales of Top 100 Products in Key Regions (USA,EU/EEA, Japan, BRIC)
Sales of Top 100 Products in 2012 by Regions
Sales for Top 100 Products in 2012 by Key Regions
Product USA EU/EEAJapan BRIC ROW
1 Humira 47.2% 37.9% 3.1% 2.5% 9.2%
2 Seretide/Advair 50.2% 29.8% 6.1% 2.4% 11.4%
3 Enbrel 49.8% 32.1% 6.8% 1.0% 10.4%
4 Remicade 47.2% 27.5% 11.7% 4.0% 9.5%
5 Rituxan 46.4% 28.1% 4.3% 6.1% 15.1%
Top 5 Average 48.2% 31.1% 6.4% 3.2% 11.1%
Top 100 Average 51.4% 24.9% 8.9% 3.5% 11.3%
Contribution of Top 100 Products to a Region's Rx Sales (2010-12) (Based on Top 100 Companies)
Rx Sales ($bn)
Year 2010 2011 2012 Year 2010 2011 2012
USA EU/EEA
Top 100 Products 145 148 139 Top 100 Products 82 84 76
Growth per year 2.2% -5.8% Growth per year 3.0% -9.4%
USA sales (Top 100 Co's)* 252 260 255 EU/EEA sales (Top 100 Co's)* 163 171 157
Growth per year 3.0% -1.9% Growth per year 4.5% -7.9%
Top 100 as a % 57.3% 56.9% 54.6% Top 100 as a % 50.1% 49.4% 48.6%
Japan BRIC
Top 100 Products 40 45 42 Top 100 Products 12 16 18
Growth per year 12.9% -5.6% Growth per year 28.4% 14.2%
Japan sales (Top 100 Co's)* 72 83 82 BRIC sales (Top 100 Co's)* 29 36 39
Growth per year 15.4% -1.5% Growth per year 23.5% 8.8%
Top 100 as a % 55.0% 53.8% 51.6% Top 100 as a % 42.2% 43.9% 46.1%
2012 (% of Total Brand Sales)
CAGR Rx Sales ($bn) CAGR
2010-2012 2010-2012
6.6% 15.9%
-1.9% -3.4%
0.5% -1.9%
3.2% 21.1%
USA, EU/EEA and Japan Dominate Sales for the Global Top 100 Products
EvaluatePharmafinds that analysis for the Top 100 products indicates that established markets (USA, EU/EEA, Japan) remain the most
important in terms of sales accounting for 85% of sales of the Top 100 products. BRIC countries, despite industry attention as a growth hotspot,
still account for only 3.5% of sales, on average, of the Top 100 products.
Contribution of Top 100 Products to a Regions Total Sales Converges to 50%
On reviewing the contribution of the Top 100 products to a regions total sales*, we find that it converges to 50% in established markets (USA,
EU/EEA, Japan). BRIC countries, as they develop and ultimately mature, are rapidly moving towards this 50% contribution level.
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USA
EU/EEA
Japan
BRIC
Note: The total sales of the Top 100 products were aggregated separately for each year and then calculated as a % of Total drug sales (Rx and
Generics) in each region. The Top 100 products for each region are ranked based on EvaluatePharmaProduct Sales Analysis by Country
data.
* Region/Country totals based on Product Sales Analysis by Country sales for the Top 100 Companies, not total market sales.
USA 51.9%
EU/EEA
24.6%
Japan 8.8%
BRIC 3.4%
ROW 11.2%
Note: The Top 100 products worldwide were ranked on 2012 total
brand sales. Regional sales are expressed as a % of brand sales.
Products with patents expiring before the calendar year end of 2012
were excluded from this analysis.
USA, EU/EEA &
Japan = 85.2%
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USA, EU/EEA and Japan Dominate Sales for the Global Top 100 Products
EvaluatePharmas analysis of the Top 100 products indicates that established markets (USA, EU/EEA, Japan) remain the most important in
terms of sales accounting for 85% of sales. BRIC countries, despite industry attention as a growth hotspot, still account for only 3.5% of
sales, on average, of the total Top 100 product sales..
Contribution of Top 100 Products to a Regions Total Sales Converges to 50%
On reviewing the contribution of the Top 100 products to a regions total sales*, we nd that it converges to 50% in established markets
(USA, EU/EEA, Japan). BRIC countries, as they develop and ultimately mature, are rapidly moving towards this 50% contribution level.
Note: The total sales of the Top 100 products were aggregated separately for each year and then calculated as a % of Total drug sales (Rx and
Generics) in each region. The Top 100 products for each region are ranked based on EvaluatePharma

Product Sales Analysis by Country data.


* Region/Country totals based on Product Sales Analysis by Country sales for the Top 100 Companies, not total market sales.
Note: The Top 100 products worldwide were ranked on 2012 total
brand sales. Regional sales are expressed as a % of brand sales.
Products with patents expiring before the calendar year end of 2012
were excluded from this analysis.
Top 100 Products by Region
(USA, EU/EEA, Japan, BRIC & RoW)
USA $18,309
EU/EEA $14,390
Japan $6,633
BRIC $2,374
Other $5,837
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-5.0% +0.0% +5.0% +10.0% +15.0% +20.0%
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% Sales Growth: CAGR 2010-12
Oncology Sales & Growth by Region and Contribution to Global Market (2010-12)
Source: EvaluatePharma (April 2014)
Avastin and Alimta are the only products to make the Top 5 in each region. The Top 5 oncology products account for over 50%
of USA and EU/ EEA oncology sale, in Japan the Top 5 contribution drops to 41%. Surprisingly in Japan the top 5 products
contain Leuplin, long since patent expired in the US & EU/EEA.
Note: Sales relate to Total Brand Sales for the Product.
* Region/Country totals based on Product Sales Analysis by Country sales for the Top 100 Companies, not total market sales.
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USA and EU/EEA Oncology Sales Closer than Expected Between 2010 and 2012
EvaluatePharma

nds that Oncology sales in the US and EU/EEA were closer than expected, given their difference in overall pharmaceutical market
size, accounting for 38.5% ($18.3bn) and 30% ($14.2bn) of the global oncology market. The US Oncology market continued to grow by 1.2% per
year between 2010 and 2012, while sales in EU/EEA countries decreased during the period by 2.5% per year.
Oncology products in BRIC countries registered strong growth at 14.3% per year; however despite this double digit growth still only accounted for just 5%
of the global oncology market. Established markets (USA, EU/EEA & Japan) dominate this therapeutic area accounting for almost 82.5% of the market.
Avastin and Alimta are the only products to make the Top 5 in each region. The Top 5 oncology products account for over 50% of USA and
EU/ EEA oncology sale, in Japan the Top 5 contribution drops to 41%. In Japan the top 5 products contain Leuplin, long since patent expired
in the US & EU/EEA.
Note: Sales relate to Total Brand Sales for the Product.
Oncology includes: Alkaloids, Alkylating agents, Anti-angiogenics, Anti-metabolites, Anti-neoplastic MAbs, Cytotoxic antibiotics, Hormone
therapies, Platinum compounds and other anti-cancer. Excludes: Interferons, Immunostimulants & Immunosuppressants.
* Region/Country totals based on Product Sales Analysis by Country sales for the Top 100 Companies, not total market sales.
Oncology Drug Sales by Region
(USA, EU/EEA, Japan, BRIC & RoW) 2010-12
Biotech Drug Sales by Region (USA, EU/EEA, Japan, BRIC &RoW) 2010-12
Regional Biotech Market 2010-2012
CAGR
Rank Country/Region 2010 2012 2010-12 2010 2012
1 USA 54,380 65,483 +9.7% 46.2% 46.6%
2 EU/EEA 36,398 39,953 +4.8% 30.9% 28.5%
3 Japan 8,925 11,781 +14.9% 7.6% 8.4%
4 BRIC 2,857 4,774 +29.3% 2.4% 3.4%
Sum of regions 102,560 121,991 +9.1% 87.2% 86.9%
Other 15,051 18,401 +10.6% 12.8% 13.1%
Total 117,610 140,392 +9.3% 100% 100%
Top 5 Products in Selected Biotech Markets 2012
Country/Region Sales ($m)
Rank USA 2012 EU/EEA 2012 Japan 2012
1 Humira 4,376 Humira 3,502 Remicade 889
2 Lantus 3,969 Enbrel 2,558 Avastin 820
3 Enbrel 3,967 Herceptin 2,397 Nesp 673
4 Remicade 3,583 Remicade 2,086 Enbrel 539
5 Rituxan 3,320 Rituxan 1,999 Synagis 469
Sum of Top 5 19,215 12,541 3,390
Other 46,268 27,412 8,391
Country Total* 65,483 39,953 11,781
% Top 5 of Country Total 29.3% 31.4% 28.8%
WW Sales ($m) WW Market Share
USA Dominates Biotechnology Market as All Regions Grow Strongly
EvaluatePharma finds that the US biotechnology market accounted for 47% of the global biotechnology market in 2012. The US
biotechnology market continues to grow strongly recording 9.7% growth per year between 2010 and 2012. Sales in EU/EEA displayed
resilient growth of 4.8%, against a backdrop of austerity and declining overall EU/EEA sales. Biotech products in BRIC countries showed
exceptional levels of growth touching 30% per year; however, despite this double digit growth, still accounted for just 3.4% of the global
biotechnology market. Established markets (USA, EU/EEA & Japan) continue to dominate this area accounting for almost 84% of the
global market.
Note: Product Sales Analysis by Country covers the Top 100 companies as ranked by IMS Health in 70 countries.
Note: Bubble = Global Sales in 2012.
USA $65,483
EU/EEA $39,953
Japan $11,781
BRIC $4,774
Other $18,401
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+0.0% +5.0% +10.0% +15.0% +20.0% +25.0% +30.0% +35.0%
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Biotechnology Sales & Growth by Region and Contribution to Global Market (2010-12)
Source: EvaluatePharma (April 2014)
AbbVie's anti-rheumatism drug Humira leads the rankings in two of the three regions investigated. Enbrel and Remicade make
the Top 5 for every region investigated. The Top 5 products account for almost 30% of the biotechnology sales for each region.
Note: Sales relate to Total Brand Sales for the Product.
* Region/Country totals based on Product Sales Analysis by Country sales for the Top 100 Companies, not total market sales.
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USA Dominates Biotechnology Market as All Regions Grow Strongly
EvaluatePharma

nds that the US biotechnology market accounted for 47% of the global biotechnology market in 2012. The US biotechnology
market continues to grow strongly recording 9.7% growth per year between 2010 and 2012. Sales in EU/EEA displayed resilient growth of 4.8%,
against a backdrop of austerity and declining overall EU/EEA sales. Biotech products in BRIC countries showed exceptional levels of growth
touching 30% per year; however, despite this double digit growth, still accounted for just 3.4% of the global biotechnology market. Established
markets (USA, EU/EEA & Japan) continue to dominate this area accounting for almost 84% of the global market.
AbbVies anti-rheumatism drug Humira leads the rankings in two of the three regions investigated. Enbrel and Remicade make the Top 5
for every region investigated. The Top 5 products account for almost 30% of the biotechnology sales for each region.
Note: Sales relate to Total Brand Sales for the Product.
* Region/Country totals based on Product Sales Analysis by Country sales for the Top 100 Companies, not total market sales.
Biotech Drug Sales by Region
(USA, EU/EEA, Japan, BRIC &RoW) 2010-12
Case Study: Sales by Region/Country - Rituxan (2010-12)
Rituxan Product Sales Analysis by Region 2010-12 Rituxan Product Sales Analysis by Country 2012
Rituxan Sales Analysis by Region & Country 2010-12
Sales % Contribution to WW Sales
Rank Region/ Country 2010 2012
1 USA 2,910 3,078 3,320 Disclosed 6.8% 47.6% 46.4%
2 EU/EAA 1,765 2,014 2,011 Reconciled 6.7% 28.9% 28.1%
Germany 352 402 366 Reconciled 1.9% 5.8% 5.1%
France 289 311 316 Reconciled 4.7% 4.7% 4.4%
U.K. 170 206 230 Reconciled 16.3% 2.8% 3.2%
Italy 208 227 221 Disclosed 2.9% 3.4% 3.1%
Spain 171 198 185 Reconciled 3.9% 2.8% 2.6%
Total EU5 1,190 1,346 1,317 29.7% 19.5% 18.4%
4 Japan 263 287 310 Disclosed 8.7% 4.3% 4.3%
5 Russia 193 228 292 Reconciled 23.1% 3.2% 4.1%
6 ROW 1,175 1,411 1,514 Reconciled 13.5% 19.2% 21.2%
Worldwide Sales 6,113 6,790 7,155 Disclosed 8.2%
Reditux Sales (Dr Reddy's) 9 10 10 Disclosed 7.7%
Drug Sales ($mln) CAGR
2010 2011 2012 Source 2010-2012
Rituxan Grows but Biosimilars a Threat
EvaluatePharma finds that global sales of Roche's Rituxan (rituximab) grew 8.2% per year in the period between 2010 and 2012. The
importance of established markets is again highlighted as the USA, EU/EEA & Japan contribute 78.8% of sales in 2012. The core markets of
USA, EU/EEA and Japan grew at 6.8%, 6.7% and 8.7%. Suprisingly, the Russian market at 4% contribution to global sales, is the 5th largest
country globally for this product.
In 2007 Dr Reddy's launched a biosimilar rituximab, branded Reditux, in India which was disclosed to have achieved sales of $10m in 2010.
Over this period the disclosed price of branded Rituxan in India dropped by approximately 63% from $350 per 100mg in 2006 to around $130
in 2010, following availabilty of the biosimilar product priced at approximately $120. In the USA, in the absence of a biosimilar competitor, the
average manufacturing price quoted by CMS in 2010 for Rituximab was $594 per 100mg. Biosimilars are expected to enter the US in the
next few years and it will be interesting to see if the decline in price seen in India will be repeated in this market.
USA
46.4%
Germany
5.1%
France
4.4%
Japan
4.3%
Russia
4.1%
ROW
35.6%
USA,
EU/EEA &
Japan =
78.8%
2,910
3,078
3,320
1,765
2,014 2,011
263 287 310
1,175
1,411
1,514
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USA EU/EEA Japan ROW
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ROW
Notes about the reconciliation analysis:
1) EvaluatePharma analysts derived reconciled sales of Rituxan by multiplying IMS Health country splits by EvaluatePharma's company
disclosed worldwide totals.
2) Rituxan sales for US and Japan were disclosed by Roche.
3) 2010-2011 Rituxan sales for Italy were disclosed by Roche S.p.A. (Italian Subsidiary Account Filing).
4) Italy sales for 2012 were calculated based on 2011 Roche S.p.A. sales adjusted for the IMS underlying growth rate for 2011-2012.
5) Western Europe 2012 sales were disclosed by Roche and were multiplied by IMS Health Country Splits for Roche defined Western
European countries to derive country-level sales for the region.
6) India Reditux sales and prices (branded and biosimilar rituximab) were disclosed by Dr. Reddy's.
EvaluatePharma's Product Sales by Country reconciliations / analysis are fully transparent within the service.
USA
Japan
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Rituxan Grows but Biosimilars a Threat
EvaluatePharma

nds that global sales of Roches Rituxan (rituximab) grew 8.2% per year in the period between 2010 and 2012. The importance
of established markets is again highlighted as the USA, EU/EEA & Japan contribute 78.8% of sales in 2012. The core markets of USA, EU/EEA
and Japan grew at 6.8%, 6.7% and 8.7%. The Russian market at 4% contribution to global sales, is the 5th largest country globally for this product.
In 2007 Dr Reddys launched a biosimilar rituximab, branded Reditux, in India which was disclosed to have achieved sales of $10m in 2010. Over
this period the disclosed price of branded Rituxan in India dropped by approximately 63% from $350 per 100mg in 2006 to around $130 in 2010,
following availabilty of the biosimilar product priced at approximately $120. In the USA, in the absence of a biosimilar competitor, the average
manufacturing price quoted by CMS in 2010 for Rituximab was $594 per 100mg. Biosimilars are expected to enter the US in the next few years
and it will be interesting to see if the decline in price seen in India will be repeated in this market.
Notes about the reconciliation analysis:
1) EvaluatePharma analysts derived reconciled sales of Rituxan by multiplying IMS Health country splits by EvaluatePharmas company disclosed
worldwide totals.
2) Rituxan sales for US and Japan were disclosed by Roche.
3) 2010-2011 Rituxan sales for Italy were disclosed by Roche S.p.A. (Italian Subsidiary Account Filing).
4) Italy sales for 2012 were calculated based on 2011 Roche S.p.A. sales adjusted for the IMS underlying growth rate for 2011-2012.
5) Western Europe 2012 sales were disclosed by Roche and were multiplied by IMS Health Country Splits for Roche dened Western European
countries to derive country-level sales for the region.
6) India Reditux sales and prices (branded and biosimilar rituximab) were disclosed by Dr. Reddys.
EvaluatePharmas Product Sales by Country reconciliations / analysis are fully transparent within the service.
Case Study: Sales by Region/Country
Rituxan (2010-12)
EVALPSA1
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