2017 Animal Health Market Consolidation: Who will not survive?

Published: November 2017
No. of Pages: 83
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  • Will the industry consolidate, decentralize, or undergo a bimodal transformation?
  • How will the current trends affect the major market segments?
  • Which companies will enter the market and which will not survive?

This new 83-page report from VPGMarketResearch analyzes strategies, marketing tactics and technological know-how of the world’s leading animal health companies, including:

Five-year forecasts for:

  • Major market segments
  • Key geographic regions

Company Profiles

Bayer Animal Health

  • Considering selling animal health division
  • Plans to invest in Kiel
  • Rising demand for collars
  • Focusing on parasiticides and anti-infectives
  • Strong position in parasiticides
  • Animal health R&D
  • Worldwide marketing network
  • Emerging markets
  • Re-registering existing products
  • Present structure
  • Diverse businesses
  • Challenged by animal disease outbreaks
  • Europe's premier research organization
  • Animal health R&D
  • Crop science segment
  • Monsanto acquisition
  • Chairman Werner Baumann
  • Supervisory board

Boehringer Ingelheim

  • Sales and growth
  • Animal health is one of the major pillars
  • Swine vaccine Ingelvac circoflex
  • Merial animal health
  • U.S. animal health market position
  • Promoting Eqvalan line
  • Seeking to reinforce position in livestock market
  • Strategies supported by collaborations
  • Merial R&D programs
  • Collaborative efforts
  • Porcine Reproductive and Respiratory Syndrome (PRRS)
  • Decentralized R&D


  • Sales, growth and R&D investment
  • Biomune, Phylaxia and French sites
  • 2016 acquisitions
  • Hatcher automation and in-ovo vaccination
  • India acquisition
  • Brazil--important strategic market
  • Merial swine vaccines acquisition

Elanco Animal Health

  • Strong technological base
  • Fermentation and chemical synthesis
  • Strong base in antibiotics and anticoccidials
  • Expiration of patents caused restructuring
  • US marketing
  • Lilly Japan
  • Focused marketing strategies
  • Well-established relationship with customers
  • Multi-disciplinary business with diverse product portfolio
  • In the midst of strategic decisions
  • Stepping up efforts to curtail time to market
  • Could divest animal health
  • Changed product mix
  • Strategic collaborations
  • Broadening portfolio of companion animal medicines
  • Hard look at bottom line
  • CEO Dave Ricks

Merck Animal Health

  • Sales and growth
  • Higher sales of Bravecto
  • Vallée acquisition
  • Extensive know-how in animal health
  • Sphereon technology
  • Expanding worldwide poultry business
  • Poultry biological research laboratories
  • Segmented poultry-product line
  • Mitigated generic competition
  • R&D productivity improving
  • Patents, economies of scale, and powerful intellectual base
  • Keytruda key to future

Phibro Animal Health

  • Sales and growth
  • Extensive portfolio of antibiotics and antibacterials
  • Sales force, sales offices and distribution network
  • Animal health R&D facilities
  • Biotay acquisition


  • Sales and growth
  • Eli Lilly dog parasiticides acquisition
  • Product portfolio
  • Formulation know-how
  • Waltham nutrition products
  • Reorganized European distribution
  • Decentralized approach for food-producing animals
  • Benefitting from new companion animal products
  • Focusing on niche markets
  • Seeking expansion in the U.S.


  • Majority of revenue from production animals
  • Largest market share in the industry
  • Poultry and swine revenue declining
  • Scale allows to use own sales force in emerging markets
  • Management continues cost-cutting efforts
  • Reassessing manufacturing infrastructure
  • CEO Juan Ramon Alaix
  • Market-leading position in emerging markets
  • Leading share in Asia-Pacific, Canada and Latin America
  • Fragmented customer base
  • Leading position in fastest-growing markets

Published By: Venture Planning Group
Product Code: Venture Planning Group18270

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