Eurofarma Group, a multinational company present in over 20 countries in Latin America and Africa, announces the Latin American arrival of the Momenta brand, which will be responsible for the company's generic drugs in the region. The only exception is Brazil, where the brand has existed since 2013 and will continue to operate in the Prescription segment. Colombia, where the Eurofarma Group has been operating for a decade, is the only country that will have a brand repositioning, since it has had Momenta generic products in its portfolio for two years.

Currently, the Generics market in Latin America is worth $5 billion(1), with Brazil having the largest share in the region, with 58%(1).

"With 50 years of history, the Eurofarma Group is recognized for the quality and safety of its generic drugs, which are bioequivalent. In the case of the new Momenta brand, the products have the same quality and have undergone the same tests as the brand-name drugs, ensuring maximum effectiveness.  Now we want to build this trusting relationship throughout the region", said Marco Billi, Comercial International VP at Eurofarma Group.

"For the beginning of the year, the Momenta brand will make large investments in media and campaigns in mass media, at points of sale and pharmacies, aiming to increase awareness of the brand. The focus will be on working precisely on bioequivalence, the main characteristic of Momenta Generics, which are the same as the reference products, but with the difference of being more accessible. Therefore, the campaign will have as concept and visual identity twins, who are very similar from a biological point of view, but have their differences", said Paula Mamberti, Marketing director at Eurofarma Group.

Momenta Products

The Momenta line arrives in these countries with many exclusive generic drugs, providing greater access to the population, something that has been part of the Eurofarma Group's DNA since its foundation. Besides alternatives for their treatments, doctors, patients, and pharmacies will have packaging that facilitates the visualization of the presentation, relying on a minimalist visual language and highlighting the presentation.

The first country to start sales is Ecuador, which already has 28 products available in almost 40 presentations. Colombia, the only Latin American country that already had products under the Momenta brand, continues to market 14 medicines, which will have their packaging redesigned. As the brand expands to more countries, Colombia is also launching 10 new products to the portfolio, reaching 24 drugs in 34 presentations.

In early 2023, Chile and Peru will join the countries where Eurofarma Group is launching generic drugs, and new operations of the company should start sales over the course of the year.

With a positive and growing EBITDA margin, the international division represented 16% of Eurofarma Group's sales in 2021, and the company expects that 30% of sales will come from business outside Brazil.

(1)Iqvia – Moving annual total (MAT September 22) - USD - Retail Demand (Venezuela not included)

About Eurofarma Group

The Eurofarma Group has been operating in the healthcare industry for 50 years, producing and marketing innovative products and services to improve people’s quality of life. With diversified operations, the company operates in all major segments, such as Prescription, Non-Prescription, Generic, Hospital, and Oncology. In Brazil alone, it offers more than 430 products, serves all medical specialties, covering upwards of 200 therapeutic classes, accounting for 80% of the total market.

The Eurofarma Group is present in more than 20 countries, with 10 manufacturing plants in Latin America. Reported net sales totaled BRL 7 billion in 2021 and the Group employs over 8,800 people. 

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Guilherme Gaspar - +55 11 98285-6000 - guilherme@gaspar.com.br

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