The introduction of biosimilar bevacizumab has reshaped the competitive landscape, forcing original brand manufacturers to adapt or risk losing market share. Roche, the maker of Avastin (the reference bevacizumab), once held a near-monopoly, but biosimilars now account for over 35% of global sales. This shift has led to aggressive pricing strategies by Roche, including discounts and bundled deals with other oncology drugs. While these tactics have slowed biosimilar erosion, they also signal a broader industry shift toward value-based pricing.

Pricing pressures are most acute in regulated markets like Europe and the U.S. Here, payers leverage biosimilars as leverage to negotiate lower prices for branded products. For example, in the U.K., the NHS now requires clinicians to justify use of branded bevacizumab over biosimilars, pushing Roche to reduce prices by 15% in 2022. Conversely, in unregulated markets, original brands retain pricing power, but biosimilars are gradually encroaching. In Mexico, where biosimilar adoption is nascent, local manufacturers are undercutting Roche’s prices by 40%, attracting cost-sensitive patients.

Original brands are also diversifying their strategies. Roche has expanded Avastin’s indications to include new cancers (e.g., hepatocellular carcinoma), extending its market relevance. Additionally, the company is investing in digital health tools, such as apps tracking treatment adherence, to enhance its product’s perceived value. Biosimilar manufacturers, meanwhile, are focusing on speed-to-market, with some firms skipping certain regions to avoid direct competition. For example, a 2023 entry by Sandoz in Turkey prioritized rapid approval over exhaustive market research, capitalizing on unmet demand.

Understanding these pricing and strategic shifts is critical for market survival. The market competition study by Market Research Future analyzes pricing trends, indication expansions, and value-added strategies, helping stakeholders anticipate moves and secure their position. As biosimilars gain ground, the bevacizumab market is evolving from a branded monopoly to a dynamic, competitive ecosystem.