When you look at the company accounts for the major drug producers, they tell the same story, The erectile dysfunction drugs bring several billion dollars worth of revenue into the coffers every year. Currently, the total world market is estimated around $5 billion. Without wanting to be too boastful, we buy about 40% of these drugs. Quite why we should be so dependent is not clear. It could just be that our market is better developed and more men are aware of the drugs, or that distribution is handled more efficiently. Whatever the reason, the ending of Pfizer's patent protection in 2012 is likely to have a significant effect. All three manufacturers have enjoyed their monopoly protection and maintain a high price per tablet. When the generic manufacturers are allowed into the market, we can expect to see a price war. This will be to our benefit as this top-selling drug becomes more affordable, but it will indirectly lead to less investment in new drugs. This highly profitable drug has been paying for the development of new forms of treatment. With less money coming in from the world's biggest market, we can expect fewer drugs coming through the pipeline during the next ten years.

That said, sales in South America are expected to grow strongly and will, to some extent, replace revenue lost from the US. Curiously, Mexico with a population of just over 100 million currently represents 3% of the world market. Taking it together with South America, this includes a significant percentage of men who belong to a culture of machismo. To sell to these men, the consistent advertising message has been that these drugs keep you ready for sexual action. The implication is that, no matter when or where the opportunity, men will never fail. This also explains the development of faster methods for taking the drugs with chewing gum and tablets that melt in the mouth proving very popular.

New research now suggests these drugs are not driving men out into the dating market with multiple partners. Rather it shows men more concerned about keeping strong relationships with their wives. This is not to say that the machismo culture has been changing rapidly, but it has been changing enough to shift the emphasis more to stability in relationships. Indeed, some independent researchers are saying the drug companies are being overoptimistic in their estimates of market growth. Although some of the causes of erectile dysfunction such as diabetes are becoming more common in the developing markets as processed food replaces real food, the opinion is that the only growth in the market will be among older men. As younger men will stay faithful, sexual performance will often be maintained within the marriage with less reliance on drugs.

That said, the strongest growth in foreign markets has been achieved by Cialis. The key factor leading it to beat the competition is the length of time for activity. With up to thirty-six hours from a single tablet, there's little doubt which drug represents the best value for money. This is reinforced by the lower price per tablet for the once-daily version. Cialis really does give a man responsiveness 24/7 at an economic price.