This deal will make Hypermarcas the fourth biggest company in Brazil's $4.5 billion pharmaceutical industry, with a pipeline of 150 new products for the next three years. In securing Neo Quimica, Hypermarcas fought off a $525 million takeover bid from New York-based Pfizer, which had previously contemplated a joint venture. According to Pharma Times,
"Neo Quimica would have ticked a lot of boxes for Pfizer which, like a number of big pharma players, is looking to the emerging markets, not least Brazil, as a growth driver as US and European sales of patent-sensitive drugs begin to fall. Pfizer has also expressed its interest in boosting its generics presence".