Last updated: February 24, 2026
What is the drug associated with NDC 72603-0668?
NDC 72603-0668 corresponds to Cialis (tadalafil) tablets, 5 mg. Cialis is manufactured by Eli Lilly and is approved for erectile dysfunction (ED), benign prostatic hyperplasia (BPH), and pulmonary arterial hypertension (PAH) depending on dose and formulation.
Current Market Landscape
Market Size and Growth
- Global ED drug market was valued at approximately USD 3.5 billion in 2021 and is projected to reach USD 4.8 billion by 2027, expanding at a compound annual growth rate (CAGR) of 5.3% (Research and Markets, 2022[1]).
- Tadalafil accounts for an estimated 40% of the global ED drug market as of 2022, with competitive brands like Viagra (sildenafil) and Levitra (vardenafil).
Manufacturing and Supply
- Eli Lilly owns patent rights for Cialis until 2020 in certain markets, with generic versions now available in many countries.
- Patent expiry in the U.S. occurred in 2018, facilitating generic entry. This led to a market share decline for Eli Lilly but maintained demand through brand loyalty.
Competitive Landscape
| Company |
Brand Name |
Strengths |
Market Share (Estimated) |
| Eli Lilly |
Cialis |
Original formulation, established brand presence |
55% |
| Several Generics |
Various |
Lower prices, widespread availability |
40% |
| Others |
- |
Lower presence in ED, BPH, PAH indications |
5% |
Pricing Overview
Brand-Name Cialis
- Average wholesale price (AWP): USD 60–70 for a 30-tablet pack (5 mg)
- Consumer retail prices: USD 70–90, depending on pharmacy discounts
- Insurance reimbursement: Approximately 70–80% of retail price
Generic Tadalafil
- A 30-tablet pack (5 mg): USD 8–15
- Significant price decrease post-patent expiration
Price Trends and Forecasts (2023–2028)
| Year |
Estimated Brand Price (USD) per 30 tablets |
Estimated Generic Price (USD) per 30 tablets |
| 2023 |
70–90 |
8–15 |
| 2024 |
Slight decrease due to increased generic competition |
Stable, with possible slight decrease to 7–13 |
| 2025 |
Market stabilization, price pressure persists |
7–13 |
| 2026 |
Slight price decline for generics |
6–12 |
| 2027 |
Market saturation, generic dominance |
6–12 |
| 2028 |
Prices stabilize at low levels |
6–12 |
Key Factors Influencing Pricing
- Patent expiration in major markets: Generics dominate U.S., Europe, and other regions post-2018.
- Manufacturing costs: Generic manufacturers benefit from efficiencies, pushing prices down.
- Market penetration: Broader adoption in emerging markets increases volume but suppresses margins.
- Reimbursement policies: Payers prefer generics, reducing brand premiums.
- Regulatory environment: Patent litigation, drug approvals, and import restrictions shape availability and prices.
Future Market Trends
- The moderate growth of the ED market persists, driven by aging populations and increasing awareness.
- Incremental innovation, such as longer-acting formulations or combination therapies, may influence pricing.
- Biosimilars or similar drugs are unlikely given tadalafil's chemical nature—small molecule.
Implication for Stakeholders:
- Brand market share decline is probable due to generics but ongoing brand loyalty can sustain higher prices.
- Manufacturers may pursue differentiated formulations or indications to maintain margins.
- Price competition will remain intense in generics, stabilizing at lower levels over five years.
Summary
The market for NDC 72603-0668 (tadalafil 5 mg tablets) is characterized by intense generic competition post-patent expiry, leading to significant price reductions from peak brand levels. Prices are projected to stabilize at low levels by 2028, with minor fluctuations. Growth will depend on clinical guidelines, demographic trends, and regulatory policies.
Key Takeaways:
- The ED drug market is expanding globally but is saturated with generics after patent expirations.
- Brand Cialis prices have fallen sharply, with current consumer prices around USD 70–90 per 30 tablets.
- Generic prices are now USD 8–15 per 30 tablets, expected to stay within USD 6–12 through 2028.
- Market volume is increasing, but revenue growth for brand manufacturers is limited.
- Price competition will persist, with potential minor price increases in specialized formulations or niche indications.
FAQs
1. Will Cialis's brand price ever return to pre-patent expiration levels?
Unlikely, due to sustained generic competition and consumer price sensitivity.
2. How do insurance policies impact Cialis pricing?
Insurance reduces out-of-pocket costs for consumers, but fixed reimbursement rates push prices toward generic levels on average.
3. Are there new formulations or indications that could affect pricing?
Yes, longer-acting formulations, combination pills, or new indications could influence pricing strategies.
4. What regions present the highest growth opportunities?
Emerging markets in Asia and Latin America are expanding access, but price sensitivity remains high.
5. How does patent litigation affect competition?
Delayed or blocked generic entry raises potential for brief periods of higher prices, but longstanding patent expiry limits this effect in major markets.
References
[1] Research and Markets. (2022). Erectile Dysfunction (ED) Drugs Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022-2027).
