by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Agrimarketing : October 2012
46 Agri Marketing October 2012 Animal Heath | Overview | continued from page 44 times in the past few years in the nutritional, pain management and flea and tick market. The end result is that today we have a number of well recognized veterinary brands that sell hundreds of millions of dollars annually. COMPANION ANIMAL The companion animal parasiticide market has developed significantly over the past 50 years. The original products to control fleas and ticks were taken from the same chemistry that was discussed above in the food animal area. Many methods of application were similar such as dipping, powders or aerosols none of which is liked by the pet or the person applying. The first successful innovation of a new delivery of insecticide to a dog or cat came in the form of a slow release PVC collar that released the insecticide over a three to six month period. The flea and tick collar business became the preferred method of control for many years. Then in 1995, Novartis introduced a new oral flea control product called "Program Flavor Tabs" and promoted it heavily through veterinarians to pet owners via television and other consumer media. Program provided control for 30 days and was given to the animal orally which was a challenge in some situations. In 1996, Bayer Animal Health launched a new product called "Advantage" which was applied in the form of a spot-on the back of the neck and lasted for 30 days. Bayer promoted heavily via TV and other consumer media and promptly overtook Program in sales. That same year, Merial introduced Frontline Top Spot, a new spot-on product that gave both flea and tick control and lasted 30 days. In a few years Frontline became the leading flea and tick product in the U.S., and the brand franchise passed $1 billion in worldwide sales in 2005. There have been an additional number of either oral or spot-on products introduced the past several years in these product categories. These new product innovations have created a market worth over $1.5 billion at the manufacturer level and have become a consumer product category that is widely available outside of the veterinary clinic. ANTIBIOTICS Prior to 1962, the leading antibiotic products were various types of sulfa- based products along with penicillin's that were used in human therapy. The antibiotic market in 1962 became even more robust with the introduction of a number of new antibiotic compounds called the tetracyclines. Some of the leading compound or brand names were tetracycline, chlortetracycline (Aureomycin), oxytetracycline (Terramycin) and erythromycin, etc. The leading companies that were developing and promoting these new compounds in various forms were Pfizer, American Cyanamid, Abbott and Upjohn to name a few. As the parent human pharmaceutical companies developed new antibiotics for humans, the compounds found their way into the animal health division. Newer drugs such as neomycin were extremely successful in some species for control of viral and bacterial infections in animals. While a number of these older drugs are still available, over the past 10 to 15 years a number of new antibiotics have been brought to the market to address various diseases in animals. The leading products for food animals all address one form or another of bovine or swine respiratory disease, which are typically caused by a combination of bacterial and viral agents. The large concentration of animals and poultry in confined areas has probably assisted in the growth of the respiratory disease market over the past 30 years. VACCINES The other area of animal health that has changed significantly the past 50 years is the area of vaccines. Prevention of disease is still the most efficient and least costly way to maintain an animal's health. In 1962, the main products either killed bacterial or viral products that were adjuvanted to assist in creating immunity when injected into an animal. There were also a number of serum products that had been developed to treat animals during an outbreak. The first major product in this area was hog cholera serum that was produced by as many at 80 different companies in the 1930s and 1940s and is believed by many old timers to be the product that created the animal health industry as we know it today. Serums were produced for many diseases in food animals. They were generally the forerunner for a new killed or modified-live virus being developed for a particular disease. Vaccines for companion animals followed a similar path in the development of vaccines to protect dogs and cats from various bacterial and viral diseases. One of the first breakthroughs in companion animal vaccines was the creation of the first successful parvovaccine for dogs in 1982. Parvovirus was first recognized in dogs in 1978. "It took just four years for Dr. Leland Carmichael and his associates (at Cornell University) to create a fully attenuated vaccine that stopped the epidemic." In the past few years new vaccines have been developed for diseases such as West Nile Virus and canine influenza. There has been a great deal of technology brought to the vaccine area in both food and companion animals the past 20 years. There have been several attempts to create vaccine products for control of major external and internal parasites in animals. To date, there has not been a major success in the area, but we expect this to change in the next 50 years of animal health.(more on page 48) TOP 10 COMPANIES: Worldwide Sales 2011
November December 2012