Consumer Health Division

The Consumer Health Division consists of three Business Units: MIP (Over-the-Counter drugs), Generics and Dermatology, which together represent 21% of Aché’s total net revenue, 28% of PPP demand and 48% of unit demand.

In 2021, all business units gained market share in their respective markets. We launched ten products, six in Generic and four in Dermatology and had the approval of 12 books for future launches in the business units, 50% more than in 2020.

The year was also a year of great strategic contributions in the area of Trade Marketing, one of the initiatives that stood out was the PEAS (Shopper Service Excellence Program). Together with a partner company, we conducted research to understand and segment drug buyers, focusing on the pharmacy counter. Different profiles were mapped, identifying expectations and frustrations with the care models.research to understand and segment drug buyers, focusing on the pharmacy counter. Different profiles were mapped, identifying expectations and frustrations with the care models.

Based on the expectations of the shoppers, we started to measure the service model of 30 pharmacy chains, identifying opportunities for improvement of each network and, from that, we started a support work in the development of retail.

For 2022, the Consumer Health Division’s ambition is to continue accelerating in the short term, increase the product pipeline for future launches and continue to innovate in trade marketing and other demand levers.

In PPP demand, the expectation is to grow approximately 33% compared to 2021, gaining market share in all business units. For this, the Consumer Health Division, which already has a broad portfolio of products in its units, will increase the impact on the three demand levers: medical, with more than 150 thousand impacted professionals and more than 2.8 million contacts in the year; media, with 1 billion impact in the year through television and digital vehicles on nationally recognized channels; and trade, with summer and winter campaigns on national, regional networks, associations, potential pharmacies and distributors.

In Trade Marketing, we will strengthen PEAS with new research with shoppers, clerks and pharmacists, in addition to adding category management in drugs to support retailers in expanding excellence in over-the-counter service.

The commitment is to balance the results, with gain of market share and greater contribution to the Company’s margin, through more effectiveness in promotional investments driven by the performance of an experienced and committed team.

Consumer Health Division | MIP Unit

In the MIP Business Unit, in addition to optimizing the promotional mix between media, physician and trade marketing, during the pandemic, we increased our broadcasting: we executed the strategy of accelerating the large brands, present in the largest categories of the Over-the-Counter drugs market, boosting brand knowledge through mass media, there were 900 million impacts achieved in the year.

As a result, the Unit increased its market share, increasing BRL 98 million in PPPs, growing in all channels and regions, leveraged mainly by the Flu segment, in which all brands grew. Also noteworthy is Decongex, with growth of 69%. Sorine was another highlight, with a 27% increase, and Biozinc, which reached 33% in PPP. The outlook for 2022 is positive, with growth through the main levers of IPM (medical, media and trade) and capillarized actions in the three retail channels.

For the short and medium term, we believe in the accelerated growth of the Influenza, Gastro and Pain categories. For this, we will leverage our portfolio nationally, adding to consumers quality of life, health and well-being.

Decongex recorded growth of 69%, while Sorine also stood out, with an increase of 27%

Consumer Health Division | Dermatology Unit

In Dermatology, 2021 was a challenging year for two main factors: first, the pandemic scenario that lasted and led the medical advertising team to act only remotely during practically the entire first semester; second, changes in the behavior of consumers of dermatological products.

Although in an adverse scenario, Aché maintained the position of fifth most prescribed brand by dermatologists, the result of the hard work of a medical advertising team dedicated to dermatology.

In Dermocosmetics we continue to gain market share, we grew 17.8% in units and 12.2% in real PPPs, results above market growth. The hydration and hair segments stand out, with the brands Nutrel, Zetar and Hidradeep, which evolved 45.5%, 35.6% and 22.6%, respectively, in real PPPs.

The great novelty of the year was the launch of a new concept in the Brazilian market: V-Care, with the brand Intemé, by Profuse, the first for treatment of the female intimate region.

In Dermatological Drugs, in the hair loss market, in which we are absolute leaders with Pant, the arrival of other brands in the commercial model changed the pricing dynamics, increasing prescription exchanges at points of sale. We reacted to the movements by repositioning Pant’s price, focusing on increasing access, which helped us grow 15% in units. Other highlights were Dermomax, which consolidated itself in the leadership and grew well above the market in real PPPs compared to 2020, conquering 75% of evolution. The antifungal platform, Zior and Fentizol, also performed positively, with evolutions of 26% and 10.5% in real PPPs, respectively.

The prospects for 2022 are of resumption to higher levels of market growth, with lower effects of the pandemic. At Aché, in Dermocosmetics, our focus will be to seek recognition and, consequently, increase the demand for products launched in recent years. We will also launch differentiated products in the sunscreen market and will continue to accelerate the pipeline for future innovations.

In Dermatological Drugs, the focus will be to strengthen, even more, our leadership position in the hair loss market with the Pant brand, acting on two strategic pillars: greater accessibility with the mature line and differentiation with the launch of Pant Sec.

In Dermocosmetics, we grew 17.8% in units and 12.2% in reais PPP

Consumer Health Division | Generics Unit

At the Generic Business Unit, 2021 was a year of great transformations and achievements. From the implementation of a new internal structure, the unit also reformulated commercial strategies, focusing on strengthening its performance in the different channels.

In addition to the launch of six new products, we have repositioned prices for important molecules and we expanded the sales team, increasing the team by 16%.

The strategies and plans implemented contributed to the Generic Business Unit accelerating, adding demand of BRL 559 million PPP, a growth of 28% compared to 2020, thus reaching the seventh position in the market, with 3.9% market share (+0.2 p.p. versus 2020) and growing in all sales channels.

The prospect is that the Generics market will remain very dynamic, growing in all channels and regions, depending on consumer demand for more accessible purchase options. Faced with this dynamic, the unit is prepared to continue increasing its demand, with clear strategies by sales channel and product category, prioritizing the creation of value and seeking sustainable growth, further reinforcing our presence in customers, bringing relevant launches to the market and maximizing volume for the Company.