Prior to the launch of generics in August 2011 the UK and Parallel Imported (PI) packs of Keppra Tabs 250mg 28 had very similar prices. However, post August 2011 the market changed completely. Firstly, generics appeared in the market and took six months to fall from £25 down to £5, secondly the UK brand price dropped considerably from around £29 to closer to £22, and finally the PI price started to decline and has continued to drop ever since.
The launch of generics left the PI and UK packs fighting for a smaller share of the market. However from the graph you can see that in the period between September 2011 and March 2014 the PI was more expensive than the UK pack. The two lines then parallel to each other until approximately January 2024, at which point the PI price declined even further reaching £11.46 in April 2025.
Fighting against parallel imports, is a key part of originator companies commercial and product manager roles, however the sources of the parallel import and the complex network of supply are as slippery as fish.
However, on the generic side, some companies still equalise against generic prices, but if they don’t do that, they will often monitor generic prices so that they can have their targets reduced to more logical and acceptable levels.
Additionally we often get requests for examples of past patent expiry generic price trends so that companies can forecast their need for a commercial department in the post LOE (loss of exclusivity) land.