Kiwi love drug hard to beat

Viagra. Photo / Kenny Rodger

Sales of the love drug Viagra could start to deflate from today, with a new player on the market set to rise to the challenge.

Pfizer New Zealand's patent on Viagra expires today and Auckland company Douglas Pharmaceuticals has launched a generic brand, Silvasta, which will cut the cost for those suffering erectile dysfunction by more than half.

It was "fantastic news" for men wanting to rejuvenate their love lives, said Auckland doctor Warrick White.

Four Viagra tablets cost about $110 with a prescription, while Silvasta would be less than half of that, at $40-$50 for the same amount, said White.

"It's a really good thing. We have 80-year-old guys who come in and want this product. When you're on the pension you can afford to do it now," he said.

After taking a tablet, the effects could usually be felt within an hour and would last between seven and 10 hours.

"It's a great time to be a bloke because they [the pills] really work. I think the people who use it will use it more liberally," he said.

He hoped the new alternative would encourage men to talk about their sexual problems rather than expecting to be able to perform "as a God-given right".

"The most common reason that guys are having problems is they're getting older."

However, alcohol could also have a negative impact on sexual function, he said.