In extreme cases, stress can lead to depression and can be linked to diseases such as diabetes, heart illness or cancer.
Stressed people are also targeted by pharmaceutical companies that already operate on a market worth 53 million lei (around EUR12 million) annually, so the so-called anti-stress product market. The segment expanded by 15% in 2013, according to Sanofi quoting IMS Health data.
Around 12% of the vitamins, minerals and supplements sold in Romania are anti-stress products, a category that is gaining ground.
The leader of the anti-stress market is Magne B6 (Sanofi), followed by Magnerot (Worwag Pharma) and Sedatif PC (Lab. Boiron), according to the same source.
Pharma companies’ interest in this category is on the rise and Sanofi, leader of the pharma industry, this week launched MagneVie Exress supplement and targets a 5% market share by value in the first year.
“The market context is favorable, given that both the vitamin, mineral and supplement and the anti-stress segment have registered growth in recent years,” said Iulia Rosian, consumer healthcare manager with Sanofi Romania.
The anti-stress product segment is highly appealing for pharmaceutical companies as prices are not imposed and promotion can be carried out through classical methods.
Sanofi leads the Romanian pharmaceutical market with revenue of around EUR200 million and the OTC segment is a growth pillar.
The company’s officials say the target for 2014 is to cement its leading position by launching new products. Four new products are scheduled for launch this year.
(English version by Catalina Apostoiu)