Sanofi turns to magnesium once again to improve its OTC market share

Newsroom 21/02/2014 | 13:56

Sanofi Romania, leader of the over-the-counter market segment in the pharmaceutical industry (according to IMS MAT December 2013) launched a new anti-stress magnesium-based product : MagneVie Express, containing magnesium and B6.

The company’s objective is a 5 percent market share on the anti-stress segment in the first year from launch with an improving market share very year afterwards.

“The market context is adequate for launching this new product, given that the vitamin, mineral and food supplement segments have grown over the years. Furthermore, we believe in our experience with the anti-stress category. Our brand Magne B6 is the uncontested leader of the market with a 34 percent market share”, according to Iulia Rosian, Director of Consumer Healthcare at Sanofi Romania.

The vitamin, mineral and food supplement market reached the value of RON 448 mln in 2013 (consumer prices), a 14% increase compared to 2012. Out of the entire market, the anti-stress segment holds a 12 percent share with a 15 percent increase in value over the last year

Sanofi is currently in the 5th position on the local market for companies that market food supplements. The company’s representatives said they plan to improve this standing and will launch two other magnesium-based products by the end of the year.


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