The over-the-counter (OTC) pharmaceuticals market has witnessed only modest growth over the past few years. Despite some sectors growing faster than others, the overall market is mostly stable. Key Note estimates that the total market had a value of £2.43bn at retail selling prices (rsp) in 2010, creating an increase in value of 11.5% since 2006. The market is robust and consumer demand is continuous, with a number of renowned brands benefiting from strong brand-loyalty. Although analgesic brands have often been branded the most recognisable in the industry, exclusive Key Note market research revealed that cold and cough remedies benefit from the highest levels of brand loyalty. However, the major companies that operate within the market have the financial power to push their brands, in any sector, through effective marketing campaigns. ( http://www.bharatbook.com/detail.asp?id=9813&rt=OTC-Pharmaceuticals-2011-Market-Report.html )
 
 The market is dominated by large multinational companies that have multiple global interests. These companies usually have an extensive research and development (R&D) budget, paving the way for product innovation and market expansion. This means that the market is open to the introduction of new sectors and, ultimately, an increase in market value. On top of this, many leading OTC pharmaceutical companies are continually seeking to enter emerging markets in countries such as India, the People’s Republic of China (PRC) and Brazil. Although the major pharmaceuticals companies invest vast amounts of capital in R&D, completely new and innovative products are hard to come by. Even after a new product has been developed, it takes a long period of time for it to be cleared as safe-to-use without the supervision of a doctor. The latest product innovation in the market is the slimming drug, Alli, which was developed and released by GlaxoSmithKline in the UK, in April 2009. This opened up a new sector, weight management, and added £71.7m to the overall market value in 2009.
 
 Pharmacists, General Practitioners (GPs), pharmaceutical companies and the National Health Service (NHS) all have a shared interest in increasing the range of OTC products available and reducing the amount of prescriptions handed out. However, most parties are cautious because of the potential implications of rushing out new medicines for general sale. As a result, changes in the market are generally seen over a longer-term and are very gradual. Based on these factors and trends, Key Note forecasts that the market will see modest growth over the next 5 years and will continue to prosper for quite some time.
 
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