Lipitor's Peak Sales Before Patent Loss
Lipitor (atorvastatin), made by Pfizer, hit peak annual sales of $12.8 billion in 2010, its last full year under patent protection.[1] It was the world's top-selling drug for years, treating high cholesterol.
When the Patent Expired
The main U.S. patent expired November 30, 2011, after 20 years. Pfizer had pediatric exclusivity until then, delaying generics slightly.[1][2]
Immediate Sales Drop After Expiry
In 2012, Lipitor's U.S. sales fell 42% to $5.2 billion globally, as generics flooded the market within weeks. Ranbaxy launched first in the U.S., capturing 67% market share by mid-2012.[1][3] Pfizer's revenue from Lipitor dropped to $3.8 billion in 2013.
Longer-Term Decline
By 2014, sales halved again to about $2 billion globally. They continued falling: $1.5 billion in 2015, under $1 billion by 2016, and stabilized below $500 million annually by 2018 as branded prescriptions nearly vanished.[1][4] Generic atorvastatin now dominates, priced at pennies per pill versus Lipitor's $4+.
Why the Plunge Happened So Fast
Unlike some drugs, Lipitor faced no major patent thickets or litigation delays. Over 20 generic makers entered quickly, slashing prices 80-90%. Patient switching was immediate—80% shifted to generics within a year.[3][5] Pfizer tried co-pay cards and doctor outreach but couldn't stem the tide.
Pfizer's Response and Overall Impact
Pfizer offset losses with drugs like Lyrica and Eliquis, but Lipitor's drop cut billions from revenue. Globally, brand sales lingered longer in places like Japan (patent to 2013), but U.S. trends drove the story.[1] Total atorvastatin market stayed huge, just shifted to generics.
Sources
[1]: Pfizer Annual Reports (2010-2018)
[2]: FDA Orange Book - Lipitor Patent History
[3]: IMS Health/QuintilesIMS Generic Penetration Report (2012)
[4]: DrugPatentWatch.com - Lipitor Sales and Patent Timeline
[5]: NEJM - Generic Statin Switching Post-Patent (2013)