SITUATION

• A clinical nutrition company aimed to expand into the €2B+ European oral nutritional supplements (ONS) market.

• The company faced challenges including a highly consolidated competitive landscape, fragmented reimbursement systems, and limited go-to-market capabilities outside its home market.

• There was no clear view on which countries to prioritise or which entry models would deliver sustainable growth while managing regulatory, financial, and operational risk.

PROJECT OBJECTIVE

• Identify the most attractive markets for ONS expansion based on market size, growth potential, commercial openness, and health system dynamics.

• Define optimal go-to-market models per country—balancing speed, control, and scalability.

• Build 5-year business cases with projected P&Ls to quantify revenue, cost-to-serve, and investment requirements for each market-entry strategy.

• Enable leadership decision-making by providing clear financial scenarios and strategic trade-offs for each market.

WHAT WAS DONE

• Assessed five European countries using a 8-criteria framework tailored to the client, including market sizing and growth analysis, openness to disruption, price flexibility, HCP switching behaviour to identify top-priority markets.

• Benchmarked competitors across market share, pricing, innovation pipeline, and route-to-market models to uncover gaps in execution and positioning.

• Analysed regulatory and reimbursement environments, mapping approval timelines, tender structures, and funding levels across each market.

• Leveraged a 600+ respondent HCP survey to assess brand-switching behaviour, prescriber influence, and openness to new brands.

• Built detailed financial models for each country, comparing direct entry, M&A, JV, and distributor-led strategies, with 5-year P&L projections and ROI scenarios.

RESULTS DELIVERED

• Identified clear prioritisation tiers across target markets and recommended distinct go-to-market strategies, tailored to channel dynamics, regulatory access, and prescriber influence pathways.

• Built 5-year business cases projecting strong top-line growth, with base-case ROI exceeding 3x in the most attractive markets.

• Identified >€100M in revenue opportunity across priority markets, supported by detailed assumptions on penetration, pricing, and channel activation.

• Enabled leadership alignment through structured workshops, providing a fact base to support resource prioritisation, market entry sequencing, and capability planning.