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Double generics.

The generic drug market in Europe is set to double by 2013, from $17 billion in 2006 to nearly $36 billion. This is the prediction of analysts Frost & Sullivan, certain that the progressive aging of the population of the old continent and the growing need to decrease pharmaceutical spending in various countries, together with the expiry of many patents on important products, will lead to a real boom in sales of 'non-designer' medicines within six years. The leaders of this market leap could be, according to experts, the Israeli Teva Pharmaceutical and the Swiss Novartis, with its generic unit Sandoz. However, large groups are threatened by the emerging companies of China and India. The growth of generic medicines in Europe will also be favored by the government measures implemented in many countries to encourage the transition from branded medicines to equivalent ones, which are cheaper but equally effective.
Source "pharmacist33"

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Fedaiisf Federazione delle Associazioni Italiane degli Informatori Scientifici del Farmaco e del Parafarmaco