The loss of patent protection for the original drug Xarelto (Bayer) at the end of 2024 gave a powerful impetus to the development of competition in the anticoagulant segment. The mass entry of dozens of foreign and domestic analogues into the Russian market has led to generics currently accounting for almost 63% of the physical sales volume of rivaroxaban drugs in the retail segment. According to the "Retail Audit of Drug Sales in Russia (total sell out)" from the analytical company RNC Pharma, at the beginning of this year, retail already included products from approximately 30 manufacturers. Moreover, as of early April 2026, the State Register of Medicines lists over 50 marketing authorizations.

At the launch of sales in December 2024, the sales volume of analogues of the bestseller from Bayer amounted to only 31 thousand packages. The following month, sales nearly tripled (92 thousand packages), despite the New Year holiday period. Physical demand for generics increased monthly, while interest in Xarelto began to decline. A turning point occurred in August 2025, when the sales volume of analogues in Russian pharmacies exceeded the physical demand for the original drug. That month, Russians purchased 299 thousand packages of reproduced drugs, while 274 thousand packages of Xarelto were sold.

Although analogues in the past year came very close to the original in terms of physical sales volume (3.21 million vs. 3.58 million units), Xarelto's dominance in monetary terms remains unquestionable. Due to the higher cost of Xarelto (almost 4 times higher than the price of generics), sales of the original product exceeded RUB 13.4 billion (at retail prices, including VAT), while the total sales volume of all analogue products in retail in 2025 amounted to "only" RUB 3.16 billion. The trend toward substitution of the original intensified in Q1 2026, with generic sales volume tripling compared to the same period last year, while Xarelto sales decreased by 27%.

In the generic segment, the largest sales volume in Q1 2026 was provided by Kruoksaban from Ozon Pharmacevtika (approximately 242 thousand packages worth over RUB 198 million). Also in high demand were Rivaroxaban from Binnopharm and Zinacoren from Akrikhin. In terms of package sales share, the top three analogues included the unbranded drug from Severnaya Zvezda. In 2025, pharmacies sold over 335.5 thousand packages of this product, and in the first three months of this year, already 155.7 thousand packages. It is worth noting that this drug is one of the most affordable among analogue products of rivaroxaban. On average, the reproduced drug cost between RUB 500 and RUB 2,000 in 2025, depending on dosage and package size.

Despite the active growth of generic sales in most regions, Xarelto still maintains its leadership, even when calculated in physical terms. However, based on the results of Q1 2026, federal subjects have already appeared in Russian pharmaceutical retail where analogue products led. This situation is observed in Krasnodar Krai, Rostov and Kemerovo Oblasts, and some other regions.

Fig. Monthly Sales Volume of Rivaroxaban Drugs in the Retail-Commercial Segment of the Russian Pharmaceutical Market from December 2024 to March 2026