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This GSK plc BCG Matrix helps you understand how the company’s products or business units are positioned across Stars, Cash Cows, Question Marks, and Dogs. The page already shows a real preview of the analysis, so you can review the format and content before buying. Purchase the full version to get the complete ready-to-use report.
Stars
Arexvy, first RSV vaccine, £1bn-class sales
Arexvy is a Star in GSK plc’s BCG Matrix: it was first to market in RSV and kept a leading share as uptake in older adults remains early. GSK said Arexvy generated about £1.2bn in 2024 sales, showing £1bn-class demand in a fast-growing category. That growth still needs heavy promotion, since adult RSV vaccination is not yet routine.
Dovato, leading 2-drug HIV regimen, £2bn-class sales
Dovato is GSK plc’s leading 2-drug HIV regimen and a clear Star in the BCG matrix. In 2025, it stayed in the £2bn sales class, helped by steady switching from older triple-therapy regimens and broad guideline support. Its strong share in the HIV market shows durable demand and keeps it one of GSK’s best growth engines.
Cabenuva, long-acting HIV injectable, rapid uptake
Cabenuva remains a Star for GSK plc: the long-acting HIV injectable is still growing fast, and ViiV helped create the category. GSK reported 2025 ViiV sales growth driven by demand for Cabenuva, while the launch still needs heavy patient finding, promotion, and payer access work. Its value comes from a niche with clear uptake, not mature share.
Nucala, severe eosinophilic disease, expanding indications
Nucala is a Star in GSK plc’s BCG mix: it serves a fast-growing severe eosinophilic disease niche and keeps extending beyond asthma. GSK won a U.S. COPD approval in 2024, widening the addressable market.
The product’s scale supports the case: Nucala brought in about £1.7bn in 2024 sales, showing strong asthma-led biologics demand and good pricing power.
- More indications, more patients, higher growth.
- Asthma remains the core revenue base.
- COPD adds a new specialty lane.
Jemperli, oncology label expansion, late-growth
Jemperli has moved beyond a niche role: its endometrial cancer use broadened the addressable market, and that helped push it into late-growth territory in GSK plc’s BCG mix. In 2024, GSK said Jemperli sales rose sharply, driven by the dMMR/MSI-H endometrial cancer label and broader uptake.
That said, it still competes in a crowded immuno-oncology field, so GSK has to keep funding data, access, and sales support. One label win can lift growth fast, but share gains in oncology rarely hold without steady investment.
- Label expansion widened use
- Endometrial cancer drove growth
- Competition keeps pressure high
GSK Stars: Arexvy, Dovato and Nucala Drive Growth
GSK plc’s Stars are led by Arexvy, Dovato, Cabenuva, Nucala, and Jemperli: each has fast growth, strong share, and ongoing launch spend. Arexvy brought in about £1.2bn in 2024, Nucala about £1.7bn, and Dovato stayed in the £2bn sales class in 2025.
| Product | 2025/2024 sales | Star driver |
|---|---|---|
| Arexvy | £1.2bn | RSV lead |
| Dovato | £2bn class | HIV switch |
| Nucala | £1.7bn | Biologic growth |
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GSK plc BCG Matrix maps vaccines and specialty drugs as Cash Cows/Stars, while older products face pressure as Dogs or Question Marks.
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Cash Cows
Shingrix, £3bn+ annual sales, dominant shingles vaccine
Shingrix is one of GSK plc’s biggest cash cows, with 2024 sales of $3.4bn, or well above £3bn at recent exchange rates. It leads the mature shingles vaccine market and keeps a very high share, so pricing power and margins stay strong. Growth is slower than newer launches, but the brand still throws off a lot of cash for R&D and pipeline bets.
Trelegy Ellipta, £3bn+ annual sales, mature respiratory franchise
Trelegy Ellipta is a scale respiratory franchise with annual sales above £3bn, making it one of GSK plc’s biggest cash generators. COPD and asthma are mature markets, so demand is broad but growth is steadier than launch-stage drugs. With strong global share in a large patient pool, Trelegy fits the Cash Cow bucket.
Tivicay, £2bn+ annual sales, HIV base brand
Tivicay is GSK plc’s long-established HIV anchor brand and still brings in £2bn+ a year, even as newer long-acting regimens grow faster. Its market is mature, so it is not a high-growth driver, but it remains a strong cash cow that supports profit and funding for the wider HIV portfolio.
Bexsero, meningitis B leader, steady demand
Bexsero sits in a mature MenB market with steady repeat use in infant and adolescent schedules across many countries, so demand is recurring rather than cyclical. GSK’s vaccine engine is large: 2025 group sales were about £31bn, and Bexsero’s strong brand keeps it in a high-share, low-growth cash cow slot.
- Established schedule use
- Strong brand recall
- Recurring, stable demand
- Fits cash cow profile
Engerix-B, global hepatitis B staple, mature vaccine
Engerix-B is a mature, global hepatitis B vaccine with steady demand, driven by WHO-backed newborn and adult immunization programs. The brand needs little promotion and fits a cash-cow profile: high operating leverage, low growth, and recurring public-health sales.
WHO estimates 254 million people lived with chronic hepatitis B in 2022, so the core market stays large, but it is mature and price-sensitive. For GSK plc, Engerix-B helps fund newer assets while adding limited upside beyond stable volumes.
- Stable demand, low marketing spend
- Global public-health use supports sales
- Cash generation exceeds growth potential
GSK’s Cash Cows Keep the Revenue Engine Running
GSK plc’s cash cows are mature, high-share brands that still generate large, reliable cash. In 2025, group sales were about £31bn, and Shingrix, Trelegy Ellipta, Tivicay and Bexsero all kept strong, recurring demand in low-growth markets.
| Brand | 2025 sales | Why cash cow |
|---|---|---|
| Shingrix | $3.4bn | Leading shingles vaccine |
| Trelegy Ellipta | £3bn+ | Large mature COPD/asthma base |
| Tivicay | £2bn+ | Established HIV anchor |
| Bexsero | Recurring | Stable MenB schedule demand |
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Dogs
Advair Diskus, legacy respiratory brand, generic pressure
Advair Diskus is a legacy respiratory brand in GSK plc’s portfolio, and it fits the Dogs box because long-running generic pressure has eroded its growth profile. The product still adds cash and remains commercially relevant, but the mature market and cheaper substitutes mean it no longer acts as a growth engine. In GSK plc’s BCG mix, this is a defense-and-harvest asset, not a scale-up story.
Seretide, older inhaled therapy, slow growth
Seretide is an older inhaled therapy in a slow-growth market, so it fits the Dogs side of GSK plc’s BCG Matrix. Generic and branded rivals have cut its strategic weight, and demand now comes mainly from legacy users rather than new growth. In GSK’s 2025 reporting, this kind of mature franchise carries limited expansion upside and faces continued price pressure.
Flixotide, off-patent inhaled corticosteroid
Flixotide, GSK plc’s off-patent fluticasone propionate inhaled corticosteroid, sits in a low-growth segment where generics and local brands keep pricing under pressure. It is a well-known, mature product, but the upside is limited because demand growth is weak and switching costs are low. In BCG terms, that makes it a clear Dog: stable cash flow, but little room for expansion.
Ventolin, commoditized rescue inhaler, price pressure
Ventolin is a mature rescue inhaler with broad, steady demand, but its market is heavily commoditized and price pressure stays high. Generic salbutamol/albuterol alternatives cap pricing power, so share gains are limited and growth depends more on volume defense than expansion.
- Steady demand, weak pricing power
- Mature category, low growth upside
- Generic rivalry keeps margins tight
Augmentin, mature antibiotic, weak growth
Augmentin is a mature GSK antibiotic brand, so growth is weak and the cash it earns is limited by heavy generic pressure. In antibiotics, price competition is intense and many products are commoditized, which keeps returns modest versus the capital needed to keep the franchise in market. This fits a Dogs profile: low growth, low strategic upside, and little room for margin expansion.
- Old brand, weak growth
- Generic competition दब?
- Modest returns on capital
GSK’s Legacy Brands: Cash-Generating Dogs Under Generic Pressure
Advair Diskus, Seretide, Flixotide, Ventolin, and Augmentin fit Dogs in GSK plc’s BCG Matrix because each is mature, off-patent, and under heavy generic price pressure. They still generate cash, but 2025 demand is mostly legacy, with little growth or margin upside. GSK plc’s role here is to harvest cash, not expand share.
| Brand | BCG | Driver |
|---|---|---|
| Advair | Dog | Generics |
| Ventolin | Dog | Commoditized |
Question Marks
Blenrep, myeloma relaunch bet, uncertain traction
Blenrep targets multiple myeloma, a market with about 35,000 new U.S. cases a year, so the upside is real. But after its 2022 withdrawal, GSK still has to prove lasting demand and cleaner execution. With DREAMM-7 and DREAMM-8 supporting relaunch, it is a high-potential bet, but traction is still not locked in.
Depemokimab, late-stage asthma asset, low current share
Depemokimab is still pre-launch, so its current share is effectively 0, even though it targets biologic-treated asthma and eosinophilic diseases. GSK’s phase 3 data support the asset, but it still needs regulatory approval and launch spend before it can win share. Its twice-yearly dosing could help it stand out if GSK converts the promise into prescriptions.
Bepirovirsen, chronic hepatitis B program, big upside
Chronic hepatitis B affects about 254 million people worldwide and causes roughly 1.1 million deaths a year, so the unmet need is huge.
Bepirovirsen is GSK plc’s best shot at a functional cure in this area, and even modest HBsAg loss rates in late-stage data could open a large high-value market if approval follows.
Until phase 3 results and regulators confirm benefit, it stays a classic question mark in the BCG Matrix.
Gepotidacin, new antibiotic launch, near-zero share
Gepotidacin is a question mark for GSK plc: its share is effectively zero before launch, but FDA approved Blujepa on 25 Mar 2025 for uncomplicated UTI in females 12+, opening a new market. As a first-in-class antibiotic, it can scale fast if resistance stays high and access is broad. Still, stewardship rules may cap volume and slow share gains.
- Near-zero share pre-launch
- FDA approval: 25 Mar 2025
- First-in-class, high upside
- Stewardship may limit uptake
So the bet is adoption, not brand power.
CureVac mRNA flu vaccine, platform play, pre-commercial
CureVac’s mRNA flu program is a classic "question mark" for GSK plc: the seasonal flu market is large, but the asset is still pre-commercial and needs heavy spend on late-stage trials, manufacturing, and launch work. mRNA keeps GSK in a fast-moving platform, but it has not yet proven it can beat entrenched flu vaccine players.
- Big market, no sales yet
- mRNA platform adds upside
- High cash need before launch
GSK’s Hidden Upside: Four Late-Stage Assets, One Approved
GSK plc’s question marks are mostly late-stage assets with near-zero share but clear upside. Blenrep, depemokimab, bepirovirsen, and gepotidacin each target large unmet needs, yet each still depends on approval, uptake, and pricing. Gepotidacin already has FDA approval, while the others still need proof that trials can turn into sales.
| Asset | Status | Upside |
|---|---|---|
| Blenrep | Relaunch | Multiple myeloma |
| Depemokimab | Pre-launch | Twice-yearly dosing |
| Bepirovirsen | Phase 3 | HBV cure |
| Gepotidacin | FDA approved | uUTI launch |
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