In 2012 and 2013, Consumer Health undertook steps to strategically realign the internal organization while sharpening its focus on core brands and particularly attractive key markets. In 2014, Consumer Health forged ahead with its growth agenda, particularly in the emerging markets of Latin America and Southeast Asia.
As a result, Consumer Health achieved organic sales growth of 5.4 %, clearly exceeding general market growth. To this end, the company is pursuing a clear strategy: The aim is for Consumer Health to achieve a market share of at least 3 % by 2021 in each of its top 20 markets (including France, Mexico, Brazil, Germany, Indonesia, India, and the United Kingdom), with at least three brands in leading positions.
An important milestone within the framework of this strategy was the transfer of the Neurobion® and Floratil® brands from EMD Serono to Consumer Health in 2014. Neurobion® is a leading global brand in the vitamin B segment and Floratil® is a leading brand in the probiotic antidiarrheal segment in Brazil. Following their transfer to Consumer Health in 2014, both brands clearly demonstrated potential to focus more closely on consumer wishes and needs in core markets. For instance, the growth of Floratil® in the key market of Brazil increased more than tenfold.
Further important components of implementing the “3 x 3” strategy are geographic expansion of existing brands into new markets, such as the recent market launch of the Bion® brand in Brazil, as well as possible inorganic growth through tactical takeovers and product acquisitions, as long as these are in line with the strategic direction.