Wyeth continued to lead the Mexico ear care market with a 47% value share in 2012, thanks to its brand Auralyt. Nevertheless, both the main players, Wyeth and Alcon Laboratorios, saw very similar growth of 5%, because their products treat different problems. Whilst Auralyt is indicated to relieve ear pain and inflammation, Orla-Wax is a wax remover. Therefore, neither product has any strong competitors; they grow independently of one another.
2012 saw current value growth of 5%, which was slightly below the historical growth rates (7%) of the review period. This historic CAGR was boosted by very strong years in 2007 and 2008; growth rates have been quite stable since 2010 and are expected to maintain this level through the forecast period.
Ear care is expected to grow very slowly over the forecast period, with a negligible constant value CAGR. This small amount of growth is expected to be driven by the ageing population, although as these products have such low penetration, even this demographic shift will not impact sales in a major way. If ear care manufacturers can change the perception of their products, ensuring they are known as being convenient to treat ear ailments and for wax removal, the category has a chance of showing some growth in the coming years, instead of remaining flat. However, companies are reluctant to invest in the huge advertising campaigns which would be necessary to raise awareness of such a small category.
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