Based on a BMI 2011 report, it is alleged that India accounts for one-third of the counterfeit drugs in the region. The World
Health Organization (WHO) indicates that 30% of pharmaceuticals are counterfeits in developing regions such as Asia and Latin
America compared with 1% in developed countries. As a result, pharmaceutical packaging players working within the Asian market
are rushing to apply new and unique security features to their packaging systems to help prevent counterfeiting and to expand
their level of support to pharmaceutical industry customers, says Bill Martineau, a senior healthcare consultant at the Freedonia
For example, MeadWestvaco (Richmond, VA) incorporates radiofrequency identification (RFID) tags into pharmaceutical folding
cartons so that products can be identified and verified at various points in the supply chain. West Pharmaceutical Services
has introduced seals whereby drug manufacturers can incorporate multiple layers of protection to their drug products to enhance
patient safety, combat drug counterfeiting, and safeguard their supply chain.
Implementing such systems, however, is not easy. "Few pharmacies in China and other countries have the equipment to authenticate
drug packages. Moreover, governments have been slow to strengthen anticounterfeiting requirements due to resistance from local
drug makers who depend upon high-volume, low-cost generics for sales and profits," says Martineau.
Krithika Tyagarajan, director for chemicals, materials, and food Asia–Pacific at Frost & Sullivan, highlights that major packaging
companies have to consider various requirements to implement an effective track-and-trace technology into their systems. For
example, the design has to be protected. It should be foolproof and difficult to copy, and must be consistent throughout the
application. Companies such as Dr. Reddy's, based in Hyderabad, India, are working with packaging manufacturers and track-and-trace
technology providers to supply consistent and cost effective applications. Bilcare, of Pune, India, has introduced a patented,
nonclonable track-and-trace authentication-enabling technology that allows the product to be traced from origin to consumer.
Asia's aging population is also changing the way packaging is developed for products in the region. Several Asian governments
have increased health insurance and reimbursement plans, thereby giving a much higher percentage of the population access
to medicines. "The elderly prefer recognizable and straightforward opening methods. So, the challenge is to design one that
is highly visible [and] easily identifiable," explains Tyagarajan. Products need to be both senior-friendly and child-resistant.
In addition, he points out that "companies need to consider factors including product package compatibility, safety and security,
sustainability, regulations and compliance, delivery format, waste management of disposables, and track-and-trace capability."
AstraZeneca has incorporated all of these factors into the design of their products. Rexam, also based in the United Kingdom,
has come up with a design for cap closures that is senior friendly.
Another consideration with the aging population is the number of intravenous infusions delivered each year throughout the
region, currently about 6.5 billion. That number is expected to grow, placing the need for prefillable syringes and cartridges
in high demand, says Bedwell.
Looking forward, Asia's pharmaceutical packaging industry looks promising. Currently, the region accounts for 26% of the global
pharmaceutical packaging market, but that percentage is expected to increase to 34% by 2015. China alone is expected to grow
from a 5% share to 15% in 2015, and India from 2% to 4%.
Packaging-sector growth and success will differ among countries within Asia, and those that grab hold of it are likely to
win big. "Packaging is used as a differentiator and brand builder. With time, packaging will take on different forms in the
healthcare sector and will not [be limited] to security or safety aspects," adds Tyagarajan.
Jane Wan is a freelance writer based in Singapore.