Global Medical Devices Survey 2012–2013: Market Trends, Marketing Spend and Sales Strategies in the Global Medical Devices Industry

The medical devices industry anticipates marginal revenue growth in 2012
Of respondents across the industry, 54% are "more optimistic" about revenue growth for their company over the next 12 months as compared to the previous 12 months. With the current volatile market situation, the medical devices market is expected to register different rates of growth between the developed markets in the US and Western Europe and the emerging markets of Asia-Pacific and Latin American countries. However, strong growth in emerging markets such as India, China, and Brazil, has contributed to an increase in revenue optimism.

The top three key expected changes for 2012 are the introduction of "new products and services," business "expansion in current market and abroad" and "improvement in operational efficiency." Overall, the key expected changes in business structure for medical devices manufacturers in 2012 have not changed considerably from those identified in 2011.

Mergers and acquisitions in the industry is expected to increase in 2012
Industry executives expect to see increased levels of consolidation, with 63% of respondents anticipating either a "significant increase" or an "increase" in merger and acquisition (M&A) activity over the next 12 months.

Incidentally, there has been no substantial change in expectations of consolidation among medical device companies in 2012 when compared to the 2011 survey results. Finally, high operating costs, rising competition, the need to increase geographical presence in key markets, stringent government regulations, high R&D costs, increased time to develop and introduce new technologies, business competence, and pressure on bottom-line performance are the key stimuli for switches to inorganic growth.

China, India and Brazil are the most important emerging markets
Respondents identify that China, India and Brazil will offer the highest opportunities of growth among emerging markets. The expansion of business activities in emerging markets, together with stronger economic growth than other regions of the world, government funding and reforms, changing consumer lifestyles, increasing penetration of medical insurance products, and a rise in disposable income, has increased the demand for quality healthcare services. This, in turn, is expected to increase the demand for medical equipment and other support services.

The US, Singapore, Taiwan and Hong Kong, South Korea, Germany, and Canada are identified as the most important regions for growth among developed regions. 

Although concern over the implementation of healthcare reforms starting from 2013 has reduced growth optimism in the US, the growth prospects are still high amongst the developed countries. With an aging Baby Boomer population, high unmet medical needs and increased incidence of lifestyle diseases including cardiovascular diseases, diabetes, hypertension, and obesity, the US medical device industry continues to grow at a brisk pace.

Companies face key challenges in ‘market uncertainty’, ‘responding to pricing pressure’, and ‘regulatory change,’ 

"Market uncertainty," "responding to pricing pressure," and "regulatory change" are the most immediate business concerns for the industry. Additionally, "market uncertainty" and "responding to pricing pressure" are considered leading business concerns for respondents from small and medium-sized companies, whereas "regulatory change," and "cost containment" are concerns expressed by respondents from large companies. Furthermore, buyer respondents across all regions rank "innovate products" as the leading action suppliers should take to secure business, while senior-level executives identify the need to "innovate products," "improve payment terms," and "reduce prices" as key initiatives for suppliers to secure buyers' business. 

Average annual marketing budget of suppliers is expected to remain stagnant in 2012 in comparison to 2011 ICD Research's industry survey revealed that on average, the marketing budgets of global medical device industry supplier respondents are expected to increase by 7% over the next 12 months. Moreover, in 2012, 72% of supplier respondents anticipate an increase in marketing budgets, as compared to 61% in 2011. 

In 2012, the average size of the annual marketing budget of global medical device industry suppliers is US$1.7 million, as compared with US$1.9 million in 2011. Incidentally, the European debt crisis, increased price transparency, and global competition have led to neutral expectations of annual marketing budgets. However, 76% of companies have a marketing budget of less than US$250,000 for the same period, which implies that companies intend to keep budgets low, spending less time and money on marketing strategies. 

"Online content sites", "email and newsletters" and "social media and networking sites" to dominate future investment 

"Online content sites," "email and newsletters," and "social media and networking sites" are expected to register the strongest investment. Conversely, "radio," "newspapers," and "television and video" are expected to show the least investment gains. In the next 12 months, global marketing budgets are expected to demonstrate an increasingly significant proportion of spending towards digital media, including emails, internet searches, social media, and networking sites. Additionally, "market intelligence research," "CRM systems" and "competitor intelligence research" emerged as important areas of investment among marketing and sales solutions activities, in 2012. 

"Customer retention," "customer acquisition," and "lead generation" dominates key marketing aims of suppliers for 2012–2013 

"Customer retention," "customer acquisition," and "lead generation" are identified as key marketing aims for global medical device industry suppliers by 77%, 54%, and 31% of industry respondents respectively. In 2012, the key strategy that industry suppliers plan to employ is to "focus sales efforts on generating new business," as identified by 53% of respondents. Moreover, supplier respondents are expected to invest more in new media, such as "networking through social media websites," "email promotions," and "email educational messages" to increase business.
 

"Ability to target specific audience niches," "flexibility in customizing services," and "thorough reporting and analysis" are the three leading critical success factors for suppliers in 2012

The "ability to target specific audience niches," "flexibility in customizing services," and "thorough reporting and analysis" are considered chief success factors for marketing agencies. Survey results indicate that critical success factors have changed slightly since 2010 and 2011, and although the leading critical factor of the "ability to target specific audience niches" remained in pole position throughout 2010–2012, the importance of "flexibility in customizing services," and "thorough reporting and analysis" has increased substantially in the recent survey. Additionally, customizing sales processes ensures conformity with the customer buying process and suppliers look for marketing agencies that offer products and services which add value, to attract customer attention.

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Global Food and Beverage Industry CEO Business Outlook Survey 2012 – 2013

London, May 28^th, 2012 – Across the global food and beverage industry, 47% of C-level respondents are ‘more optimistic’ about revenue growth for their companies over the next 12 months. A further 25% of respondents each are ‘neutral’ and ‘less optimistic’ about their company’s revenue growth prospects (reference see graph below). Strong growth in emerging markets such as India and China has contributed to an increase in revenue optimism. C-level respondents plan to expand their companies’ manufacturing capacities in India through the expansion of categories such as ready-to-eat products and packaged soya food products. In India, the consumption of beer, whisky, and wine have benefited from economic growth and strong demand from middle-class consumers, which has induced C-level respondents to tap the Indian market. Additionally, the global food and beverage market is expected to continue increased revenue growth over the next 12 months due to increased consumer demand for health and wellness oriented food, and beverage products such as organic and gluten-free food, as well as increased customer demand in emerging markets, mainly China and India, and the adoption of sustainable sourcing strategies by food and beverage companies.

Global food and beverage industry C-level respondents identify India to be the most important region for growth among emerging markets, along with China and the Middle East. C-level respondents identify India as offering the largest growth potential among emerging markets over the next 12 months. The Government of India, in order to encourage food production, plans to set up food processing parks across the country, and also plans to allocate a subsidy of US$22 billion for this endeavor. Furthermore, the increased demand for ready-to-eat products and packaged soya food products among middle-class consumers has encouraged C-level respondents to expand their companies’ production capacities in India.

The average size of the global annual procurement budget among food and beverage industry C-level respondents is forecast at US$53.7 million for 2012. In addition, the Canadean industry survey reveals that C-level respondents’ procurement expenditure is projected to increase by 5.1% over the next 12 months.

‘Quality’, ‘level of service’, and ‘price’ are considered very important factors for C-level respondents while selecting a supplier, whereas ‘supplier's environmental record’, ‘supplier's CSR reputation’, and ‘proximity of supplier operations’ are considered the least important factors.

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Leading Global Electrical and Electronics Retailers – Company Benchmarking Analysis Report

London, May 25th, 2012 – In 2010, Suning recorded the highest store count growth among its peer group, at 39.3%. It was followed by Yamada Denki, with 38.1%, and Bic Camera, with 17.2%. Suning’s store count growth was over three times the peer average of 11.2%, and was attributable to new store openings. During 2010, Suning expanded into 31 new Chinese cities, opened 396 new stores, and closed or replaced 26 stores. As a result, the company’s store count increased from 941 in 2009 to 1,311 in 2010. Suning primarily opened new stores in order to take advantage of favourable economic conditions and increasing consumer spending (see graph below).

Yamada Denki recorded the best performance among the leading global electrical and electronics retailers. This strong performance was driven by the high scores it received for scale of operations, operational efficiency, and financial performance. Under the scale and growth pillar, Suning was the best performer, a strong performance primarily attributable to the high scores it received in revenue, revenue growth, retail floor space, growth in floor area, growth in store count, and growth in employee count.

Bic Camera received the second-highest score under the operational efficiency pillar. The company’s strong performance was driven by the high scores it received in inventory turnover, sales per square meter, operating profit per square meter, and sales per employee. Dixons was the third largest retail chain in the peer group, based on revenue, in 2010. During the year, the company recorded revenues of US$13,126.9 million. The firm’s strong revenue base can be attributed to its widespread store network.

Suning’s strong sales growth, which was almost four times the growth of the Chinese economy, was primarily attributable to new store openings. The company’s total store count increased from 941 in 2009 to 1,311 in 2010, following the addition of 370 net new stores.

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The Future of Foodservice in Hungary to 2016

London, May 22^nd, 2012 – In 2011, the profit sector contributed 83.1% to Hungary’s total foodservice sales and registered a sales growth with a CAGR of 0.42% over the review period. The cost sector accounted for 16.9% of Hungary’s total foodservice sales in 2011 and recorded a sales growth with a CAGR of 3.90% over the review period (reference see graph below). Restaurants were the largest contributor to total foodservice sales in the country, with a share of 40% in 2011. The largest channel in the cost sector was healthcare foodservices, which contributed 46.1% of total cost sector sales.

GDP growth and a rise in disposable income have been major factors for the growth of the Hungarian foodservice industry, and this trend is expected to support the industry in the forecast period. The economy suffered a decline in GDP and disposable incomes during the global financial crisis, and consumers decreased spending on foodservice outlets, which continued until 2010. However, as the economy has started recovering, consumer confidence has increased, resulting in more transactions in foodservice outlets.

An aging population is fuelling demand for healthy, nutritious, and organic food in Hungary, as the elderly population is more susceptible to lifestyle related disorders. Many foodservice operators have already included, or are in the process of including, healthy and nutritious menus in both the full-service and fast-food and snack formats.

The number of households in Hungary increased from 4.02 million in 2006 to 4.05 million in 2011. This is mainly due to an increase in the number of single person households. In recent years, Hungary has also witnessed a rise in the number of working women. These demographic developments have resulted in fast paced lifestyles and increasing demand for time saving food options.

More and more Hungarian consumers are opening up to experience the flavors of international cuisines.  Italian, Chinese, and Greek cuisines are the most favored among Hungarians. These are followed by Mexican, French, and Indian cuisines.

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Polish Foodservice: The Future of Foodservice in Poland to 2016

In 2011, the foodservice market in Poland was estimated at PLN30,904.7 million. The industry in Poland was severely affected by the recent global financial downturn, and the growth rate of the industry in the country declined considerably in 2009, from 4.9% in 2008 to 0.4% in 2009. While the growth of the industry was down considerably in 2009, the industry recovered at a fast pace, registering a growth of 2.8% in 2011. The growth prospect for the industry in the forecast period (2011 – 2016) seems promising, as the industry is projected to grow at a CAGR of 3.54%, which is comparatively above the CAGR of 2.50% recorded during the review period (2006–2011). 

                                   

Polish Foodservice: Market Size

During the review period (2006–2011), the foodservice industry in Poland increased from PLN27,319.5 million in 2006 to PLN30,904.7 million in 2011, at a CAGR of 2.50%, and the industry’s sales per outlet increased from PLN230,425 in 2006 to PLN244,569 in 2011, at a CAGR of 1.20%. The foodservice industry in the country suffered from the negative impact of the recent global financial crisis, as it experienced a decline in sales, particularly in the year 2009. The foodservice industry in Poland was also affected by regulations, such as an increase in VAT rates, change in e-invoicing, and a smoking ban.

Foodservice: Market Dynamics and Structure

 In 2011, the profit sector accounted for 78.1% of total foodservice sales in Poland. During the review period, sales in the profit sector increased from PLN20,979.9 million in 2006 to PLN24,133.5 million in 2011, at a CAGR of 2.84%. During the review period (2006–2011), all channels within the profit sector recorded positive growth, with the retail channel recording the highest CAGR, of 10.78%, followed by the military and civil defense overall channel, which grew at a CAGR of 5.90%.

During the review period (2006–2011), the restaurant channel recorded the highest sales, which grew from PLN11,607.9 million in 2006 to PLN12,788.7 million in 2011, at a CAGR of 1.96%. Growth in restaurant channel can be attributed to QSRs, where foodservice sales increased from PLN4,273.6 million in 2006 to PLN4,900.2 million in 2011, at a CAGR of 2.77%, and FSRs, where foodservice sales increased from PLN5,463.5 million in 2006 to PLN5,816.5 million in 2011, at a CAGR of 1.26%.

Growth in the retail channel was attributed primarily to sales registered in the baker sub-channel, which led the channel in terms of volume, followed by supermarkets and hypermarkets. During the review period (2006–2011), considerable growth in sales was also recorded in all other channels in the profit sector, as all the channels recorded growth in the sale of foodservices. In 2011, cost sector sales represented 21.9% of total foodservice sales in Poland.

During the review period (2006–2011), sales in the cost sector increased at a CAGR of 1.33%, from PLN6,339.6 million in 2006 to PLN6,771.2 million in 2011. In terms of sales, the largest channel in the cost sector was healthcare, which contributed total sales of PLN2,836.6 million in 2011, followed by the welfare and services channel, which contributed total sales of PLN2,094.3 million in 2011. The military and civil defense channel recorded the highest CAGR, of 5.90%, followed by the welfare and services channel, where foodservice sales grew at a CAGR of 0.95%. During the period, foodservice sales from education declined at a CAGR of -0.65%.

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The Future of Foodservice in Canada to 2016

London, May 17th, 2012 – Within the foodservice industry, the profit sector accounted for a 92.7% share of the total foodservice sales in 2011 and registered a sales growth of 3.67% CAGR during the review period. In 2011, the cost sector of the foodservice industry represented 7.3% of total foodservice sales and registered a CAGR of 3.16% during the review period (reference see graph below).  Restaurants were the largest contributor to total foodservice sales in the country with a share of 73.8% in 2011. The largest channel in the cost sector was education foodservices, which contributed 72.1% of the total cost sector sales.

 

In spite of sluggish economic growth and a low rise in disposable income, the foodservice industry in Canada recorded positive growth in 2011. Furthermore, the Canadian foodservice industry is expected to record a positive CAGR during the forecast period, primarily due to rising disposable income leading to increased consumer expenditure in the Canada.

Inflation in Canada increased to 1.96% in 2011, and expected to stand at 2.0% in 2016. The unemployment rate was 7.54% in 2011 compared to 7.88% in 2010 and total employments in 2011 increased to 16,964, 0.2% over the previous year. Furthermore, the decline in inflation and unemployment is expected to have a positive impact on consumer confidence and out of home food expenditure in the country.

Demographic changes in the country are expected to increase the demand for nutritious and healthy food in the country. Canada has been experiencing an increase in the population aged above 65 years in the review period, and the trend is expected to continue in the forecast period.

The increase in single person households has been one of the main drivers to increase the total number of households in the country. Also, the participation of women in the labor force has also been constantly increasing. Both of these trends tend to increase the consumption of out of home cooked food in the country.

The obese population, as a percentage of the total population increased from 23.9% in 2006 to 25.3% in 2011. Increased obesity, diabetes, and healthcare expenditures have made people evaluate their eating habits. As a result, the trend towards adopting healthier lifestyle is accelerating in Canada.

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The US Defense Industry – Market Opportunities, Entry Strategies, Analyses and Forecasts to 2016

The US is projected to spend US$3.3 trillion on its armed forces over the forecast period (2012–2016).
US defense expenditure is forecast to value US$670.9 billion in 2012, growing at a CAGR of 4.19% during the review period (2007–2011). However, due to the country's growing fiscal deficit, domestic military expenditure is expected to register a CAGR of 0.63% over the forecast period (2012–2016), to reach a value of US$688 billion by 2016.

Although the country’s total defense spending is likely to decrease, factors such as the potential nuclear threats posed by North Korea and Iran, modernization initiatives, ongoing military operations and strategies to maintain military supremacy and protect its allies will continue to drive the US defense budget. 

 

Cumulatively, the US is projected to spend US$3.3 trillion on its armed forces over the forecast period (2012–2016). During the review period (2007–2011), the US allocated 4.6% of its gross domestic product (GDP) on defense. However, this figure is forecast to decline to 3.8% by 2016, due to increasing financial constraints as a consequence of the global financial crisis.

During the review period (2007–2011), capital expenditure accounted for the majority of the nation’s military spending. Overall, the US spent an average of 74% of its defense budget on capital expenses during this period, while an average of 26% was reserved for revenue expenditure. The share of capital expenditure in the overall defense budget is expected to decline to an average of 66% over the forecast period (2012–2016) due to efforts to reduce procurement expenditure.

To counter the threats posed by global terrorist organizations, organized crime gangs and cross-border infiltration, the nation’s homeland security budget is forecast to reach US$57.8 billion by 2016. As the US seeks to enhance its aviation and border security, the demand for equipment relating to these categories will increase. Further opportunities are expected to arise as the US invests in communication systems, the modernization of its aviation, naval and land defense systems and the enhancement of its nuclear defense capabilities.

The US remained the largest arms exporter in the world during the review period (2007–2011).
US defense imports increased in 2009 due to an increase in the procurement of military hardware from foreign suppliers. This trend is likely to continue over the forecast period (2012–2016) as the nation focuses on collaborations with foreign OEMs and the modernization of its existing weapons systems. Despite possessing a highly developed defense industrial base, the nation partners with foreign defense firms such as EADS, Thales and BAE Systems in the manufacture of defense systems such as aircraft and missiles.

The UK, Canada and Switzerland emerged as the three largest arms suppliers to the US during 2005–2010, while aircraft, armored vehicles and artillery accounted for the majority of defense imports. During 2005–2010, the US emerged as the largest exporter of defense equipment in the world. Moreover, the nation is expected to dominate the global arms export market over the forecast period (2012–2016), due to the increasing defense budgets of a number of its allies, such as South Korea, Israel and Australia. The country possesses a diverse consumer base and, during the review period (2007–2011), South Korea emerged as the largest consumer of US-manufactured defense goods.

The US permits FDI in its defense sector.
The US encourages foreign direct investment (FDI) in its defense sector. However, investments thought to pose a risk to national security are barred using the Exon-Florio provision, which consists of three steps for reviewing proposed, or pending, foreign mergers, acquisitions or takeovers. According to this provision, the Committee on Foreign Investment in the United States (CFIUS) conducts and submits a review on the foreign investment to the president. The president is then authorized to approve or ban the investment depending on whether it is determined to be a risk to national security. Additionally, the nation follows a set of government regulations known as the International Traffic in Arms Regulation (ITAR) for controlling the import and export of defense-related articles and services on the United States Munitions List (UNSML). These regulations forbid the exchange of information and material pertaining to defense and military-related technologies with foreign nationals, organizations or government bodies, unless authorization from the Department of State is received.

 

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Industry Review is a collection of incisive, regularly updated market reports across 40+ industry sectors and 100+ countries.

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Polish Foodservice: The Future of Foodservice to 2016

London, May 11th, 2012 – Within the foodservice industry, the profit sector accounted for a 78.1% share of total foodservice sales in 2011 and registered growth of CAGR 2.84% during the review period. In 2011, the cost sector represented 21.9% of total foodservice sales and registered a CAGR of 1.33% during the review period (reference see graph below).  Restaurants were the largest contributor to total foodservice sales in the country, with a share of 41.4% in 2011. The largest channel in the cost sector was healthcare foodservices, which contributed 41.9% of total cost sector sales.

GDP growth in Poland during the last decade, despite the global economic crisis, provides the platform for the country’s foodservice sector to grow robustly. Poland was one of the very few EU members which were able to avoid a recession in 2008–2009.

After decades of restrictions on private consumption and scarcity of food supplies, Polish consumers are enjoying the early days of consumerism, which is boosted by higher employment and remittances by migrants abroad. The unemployment rate in Poland has been steadily falling from 17-18% levels in 2004-2005, down to 7% in 2008. However, during the crisis years, it rose again from 12.4% in 2011 to 13.2% in January 2012. With the economy expected to grow steadily and create more jobs, the unemployment rate is expected to progressively decline from 2012 onward.

Rising exports of manufactured goods and services, an increased FDI inflow, and a boom in infrastructure have all supported the steady increase in the purchasing power of Polish consumers. This is further boosted by the privatization of major state-owned companies. The public sector’s share in all manufacturing and industrial segments of Poland is large. To reduce this involvement and to increase efficiency, major state-owned companies are being privatized through stake sales in the stock market.  Along with a liberal law on establishing new firms, this has enabled the development of an aggressive private sector, which is competitive enough to export manufactured goods across Europe. These factors have led to higher wages and the Polish consumer had an average purchasing power.

In 2012, the Polish zloty showed strong growth against the euro, of 8.8%, and has been strong against the dollar since 2010, gaining 8.7% in 2012. A stronger currency will help to bring down the cost of food and other commodity imports. The Polish government’s ability to manage its currency has helped the economy through cheaper imports.

With a meagre population growth rate of 0.08%, the Polish population has been stagnant over the last decade. The transformation of Poland from a communist economy to a market-oriented economy, and its entry into the EU, have had a profound effect on demographics. In the early days of opening up of the economy, there was a steady migration of the working age population in search of better prospects in Western Europe. However, that trend is declining and with the rapid progress in the country’s economy, skilled workers are returning to find opportunities in a growing economy at home.

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Industry Review is a collection of incisive, regularly updated market reports across 40+ industry sectors and 100+ countries.

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The Global Soldier Modernization Market 2012–2022

London, May 4^th, 2012 – The soldier modernization market consists of five system categories: C4ISR based soldier modernization systems, Mobility based soldier modernization systems , Lethality based soldier modernization systems, Survivability based soldier modernization systems and Sustainability based soldier modernization systems.The value of the market is expected to increase at a CAGR of 3.07% during the forecast period (reference see graph below).

 

Demand for technologically advanced soldier modernization equipment is anticipated to rise in the forecast period

The global defense industry is investing significantly in R&D in an effort to increase the capabilities of modern soldiers. This has led to the development of new and ground breaking soldier modernization technologies which have enhanced the survivability, lethality, mobility and equipment sustainability capabilities of the individual soldier. Current innovations are oriented towards integrating information flow from various command stations into a single module while incorporating the information provided by individual soldiers on the field so as to aid the decision making capabilities of infantry battalions. The highest defense spending countries are now focusing on building smaller infantries with enhanced survivability and lethality in order to derive maximum effectiveness from troop deployment. This has led countries like the US, the UK and France to invest in equipment such as Buffalo Mine Protected Clearance Vehicles, Vehicle Optics Sensor Systems (VOSS) and Joint Improvised Explosive Device Defeat Devices.

Defense budget cuts and the global economic crisis not expected to affect growth of the global soldier modernization market

The global economic slowdown has reduced the defense budgets of most leading spenders in the world, including the US, France, Germany and the UK. These countries have cut back spending in various defense sectors such as space, aircraft and vehicles. Conversely, they have diverted funds towards sectors where rapid technology development and deployment is possible such as soldier modernization, C4ISR and cyber warfare. High growth markets such as the BRIC nations have been formulating continuous programs to procure the latest soldier modernization systems and have been investing extensively on R&D for the past 5 years. With continuous evolution and technological developments taking place in the soldier modernization domain, this trend is expected to continue throughout the forecast period.

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