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Market Analysis of Medicinal Products in European Markets
Expanding a pharmaceutical product into new European markets requires more than regulatory clearance – it demands a deep understanding of the commercial landscape, competitive dynamics, and access conditions. At SciencePharma, we offer comprehensive support in evaluating the market landscape for medicinal products across key European countries. This service is designed for pharmaceutical companies aiming to make informed decisions on market entry and product positioning. Whether planning a product launch, evaluating licensing opportunities, or optimising your portfolio, our comprehensive pharmaceutical market analysis covers everything you need to assess real market potential.
What do we analyse – and why does it matter?
Our approach is built on a combination of regulatory intelligence, sales data, competitor benchmarking and market access factors. Our standard market analysis lets you make informed decisions on market entry, pricing, portfolio strategy, and licensing opportunities. It typically includes:
- Identification of registered products and their Marketing Authorisation Holders (MAHs)
- Product pricing across selected EU markets
- Sales data (volume and value)
- Competitive analysis within the same therapeutic class or sub-class
- Supply category classification (Rx / OTC)
- Reimbursement status
- Assessment of parallel import risks
- Identification of potential product shortages in selected markets
We always tailor the scope of our analysis to your specific needs, strategic goals, and priorities to adjust the depth and focus of the research accordingly. Read below to learn why it is important to analyse these selected market factors.
Identifying Competing Products and Marketing Authorisation Holders – The Foundation of EU Market Entry Strategy
Before investing in registration or commercialising a medicinal product in Europe, one fundamental question must be answered: Who else is already in the market? At SciencePharma, we start each strategic assessment by precisely identifying competing products and Marketing Authorisation Holders (MAHs) in your target countries. By analysing the presence of products with the same active pharmaceutical ingredient (API), pharmaceutical form, strength, and packaging sizes we can verify whether your product is already registered in each selected market, and if so, by whom. If needed, we also consider complex products, i.e. those combining the active substance with other ingredients. This allows a better understanding of the competitive landscape and potential product positioning strategies.
The outcome? A clear, structured list of directly competing products / MAHs, including the number of competitors per market and identification of countries where your product may be first or among the few. This list provides the necessary context to prioritise markets based on real data, reduce strategic blind spots, and build a roadmap grounded in competitive reality, not assumptions. It is the first and most essential layer of any robust EU market entry strategy.
Sales Data Analysis – Turning Numbers into Strategy
We examine how each evaluated medicinal product performs across selected markets by analysing historical sales trends (in both units and value) and performing competitor benchmarking within the same therapeutic class.
Within this step, we usually provide an overview of medicinal products sales volumes and values (typically the last two years for each country). Sales data is more than just numbers – it’s actionable intelligence providing a realistic assessment of the commercial potential of each product category (is it growing, stagnating, or shrinking? and how your product might fit in). By comparing volume and value dynamics, you can prioritise countries with the highest return potential and identify opportunities for premium positioning.
Mapping competitors within the same subclass gives you a clear view of who dominates, who’s growing, and where there’s space to differentiate. Perform competitor benchmarking, which includes identifying key players in the same therapeutic subclass and analysing their market presence. This gives you a clear picture of market saturation or white space opportunities.
Supply class category analysis
Our analysis verifies the supply category classification of the analysed product in each market, determining whether it is currently approved as:
- Prescription-only (Rx) – available in retail pharmacies, but only on a medical prescription;
- Over-the-counter (OTC) – accessible without prescription, in pharmacies or general retail, depending on local regulations.
We also highlight cross-country differences: in some EU markets, the same product may be sold as OTC; in others, it requires a prescription or is reserved exclusively for hospital use.
Why does this matter? The supply category is one of the most decisive factors influencing sales channels and distribution models, pricing potential and reimbursement pathway, marketing and promotion opportunities (especially important for OTC products, where direct-to-consumer strategies are allowed), time to market, and complexity of market access. By mapping the supply class for your product across key EU markets, we provide critical insight to shape your launch model. It’s a vital step to minimise surprises and optimise your go-to-market approach.
Reimbursement Status – A Key Gatekeeper of Market Access
At SciencePharma, we include the assessment of the reimbursement status of each medicinal product as an integral part of our market analysis for pharmaceutical products. This analysis stage focuses on verifying whether each evaluated medicinal product is publicly reimbursed in the target countries. Reimbursement decisions are often the tipping point for commercial success, especially in prescription-only (Rx) markets. They are more likely to be prescribed by healthcare providers, especially in countries where patients depend heavily on public funding. By identifying reimbursement status early, we help you make smarter launch decisions, prepare for payer negotiations, and design market entry strategies.
Parallel Import – Hidden Competitor or Strategic Risk?
On the European pharmaceutical market, where medicinal product prices may vary between countries, the phenomenon of parallel import can significantly impact pricing and the profitability of product sales in individual markets. This part of the analysis determines whether your product or products based on the same API and dosage form are subject to parallel trade across the selected EU countries. Imported versions from lower-cost countries may undercut local pricing and reduce competitiveness. Thus, the occurrence of parallel import by independent distributors should also be considered in such analysis, as it can become a serious commercial risk if left unaddressed.
The Risk of Uninformed Market Entry Decisions – What Could Go Wrong?
Insufficient analysis when deciding to introduce a medicinal product to new markets can lead to serious consequences, such as:
- Significant delays in the registration and launch process, sometimes by several quarters,
- Substantial financial losses during the preparation and negotiation phase, with no guarantee of return on investment,
- Loss of competitive advantage in markets already occupied by strong players,
- Complications related to parallel import.
That’s why our analyses are based on reliable data and proven methodologies – to support you in making well-informed decisions and minimising the risks associated with entering new markets.
Ready to assess your product’s market potential in Europe with SciencePharma?
Launching a product without deep market analysis is risky and inefficient. With SciencePharma as your consulting partner, you gain strategic clarity and a roadmap tailored to the realities of each target market. Let’s talk. We’ll help you navigate complexity, minimise risk, and seize the right opportunities – backed by evidence, not guesswork.
Interested in topics related to market analysis? – check our blog article “Getting a Handle on the Pharma World: Why Market Research and Planning Are Key“. Need assistance in Support and brokerage in product portfolio optimization – check our service in this scope and let us assist you in the steps toward market!