Founded more than 20 years ago, Bluepharma Genéricos created a trusted generic medicines brand in Portugal for users, pharmacies and healthcare professionals, delivering competitive, reliable and quality solutions.
Bluepharma Genéricos markets and sells healthcare products on the domestic and international markets, specifically under its private label. Reflecting its established development strategy, Bluepharma Genéricos structures its business by geographical area, focusing on two pillars: direct presence with its own or outsourced business structure in Angola and Mozambique, and/or through sales agents in 14 different countries.
Its portfolio has grown steadily in recent years, from 44 pharmaceutical products and 122 presentations to the current 115 products and 286 presentations. It offers products in the primary outpatient therapeutic areas, and is already a benchmark company in the Portuguese market, accounting for 70% of total sales value in the generic drugs market, having launched around 10 products in the past two years.
Since 2009, Bluepharma Genéricos has been growing in the national market and today ranks 9th among the leading Portuguese generics companies. On the international market, in particular in Angola and Mozambique, it is the second and first largest generics company, respectively.
Over the past seven years in Portugal, Bluepharma Genéricos has seen consecutive value growth, above the competitive generics market. This performance has allowed Bluepharma Genéricos to increase its market share and move up in the rankings, climbing from 10th to the 9th top Portuguese generics company.
In 2024, sales in the hospital market grew 85% compared to 2023 as a result of the experience gained in the initial years of development of this market, participating in several calls for tender and prior consultations to supply different public institutions part of the National Health Service and other private institutions. Of note are the exclusive hospital products launched in recent years that have contributed significantly to this growth.
CUIDAFARMA
In 2017, Bluepharma Genéricos launched the first private label project in the OTC market in Portugal, created by pharmacies and for pharmacies, under the brand name Cuidafarma. The goal of this project is to establish itself as the private non-prescription medicines (MNSRM - Medicamentos Não Sujeitos a Receita Médica) brand in Portuguese pharmacies.
It is an innovative project that combines assurance, determination and a strategic pharmaceutical vision, offering a differentiated portfolio that meets the needs of both pharmacies and users.
When joining the Grupos de Farmácias network in 2021, the project gained new momentum, consolidating itself as an attractive private label for both pharmacies and users.
Cuidafarma stands out for its differentiation and its commitment to a solid portfolio of 28 products, covering around 86% of the OTC market, with unique commercial advantages.
Cuidafarma's performance has been marked by significant and sustained growth, far exceeding market development. In the past year, it has seen an increase of more than 30% in value, climbing six places in the ranking of top performing OTC companies.
Cuidafarma continues to strengthen its position as a strategic player in the sector, ensuring innovation, competitiveness, and a continuous commitment to the development of the national pharmaceutical market. With the main objective of becoming the benchmark brand for pharmacies, it stands out for its exclusivity within the pharmacy channel, enabling a differentiated offer and creating commercial advantages supported by an attractive logistical model. As a national brand, Cuidafarma values consumers by providing high-quality products at affordable prices, while simultaneously ensuring good profitability for pharmacies.
In 2024, Cuidafarma cemented its market position by launching four new products, bringing the total number of references in its portfolio to 28. Another product is expected to be introduced in 2025, reinforcing the offering and guaranteeing solutions that are increasingly tailored to the needs of pharmacies and their users.
The company's track record demonstrates the strength of its strategic vision, which is to be the pharmaceutical company that best safeguards the interests of pharmacies, health services and the country.
With this common goal, Bluepharma Genéricos and Cuidafarma will continue to leverage the synergies between them, reinforcing the complementarity of their offering. This strategic partnership has been a critical success factor, helping to strengthen the relationship between pharmacy and user.