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Pfizer's revenues in global submarkets 2010-2019

Sales from the United States contributed around 23.9 billion U.S. dollars towards Pfizer's total revenue in 2019. Revenues generated in the United States have decreased each year since 2016, while revenues from emerging markets have grown during the same period.

Pfizer sees strong growth in emerging markets

Pfizer’s total revenue is divided into four geographic areas: the United States, developed Europe, developed rest of the world, and emerging markets. Strong growth in the emerging markets segment is being driven by China, where sales accounted for a nine percent share of Pfizer’s global revenue in 2019. China is the company’s second-largest market behind the United States, which contributed nearly 50 percent of Pfizer’s total revenue. Pfizer continues to support investment in emerging markets, but the vulnerable nature of these countries means strategies come with an element of risk due to unforeseen financial or political events, for example.

The power of product patents

Managing the expiration of key patents is one of the biggest challenges facing Pfizer because competition from generic versions can make a big difference to company revenues. Many of Pfizer’s leading products enjoy the security of market exclusivity, but less expensive generic versions are free to enter the market when these property rights end. In 2019, Pfizer anticipated a fall in sales revenue from China due to significant competition from generic versions.

Pfizer's revenues in global submarkets from 2010 to 2019

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Release date

February 2020



Survey time period

2010 to 2019

Supplementary notes

Developed Europe region includes the following markets: Western Europe, Finland and the Scandinavian countries.
Developed Rest of World region includes the following markets: Australia, Canada, Japan, New Zealand and South Korea.
Emerging Markets region includes, but is not limited to, the following markets: Asia (excluding Japan and South Korea), Latin America, the Middle East, Eastern Europe, Africa, Turkey and Central Europe.
This statistic was assembled from several editions of Pfizer's annual financial report.

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