Main Article Content
This study analyses the marketing structure, concentration and efficiency of anti-measles medicinal plants. The study was conducted in Ondo State in Southwestern Nigeria. The targeted population for the study was the anti-measles medicinal herbs sellers. A three-stage random sampling technique was used to sample 120 marketers. Descriptive statistics, Concentration ratio (CR) analysis, Gini coefficient, Lorenz curve, marketing margin, and efficiency were the analytical tools employed for the study. The study shows that the majority of medicinal plant sellers were female (95%) with an average age of 48 years and were married (61.67%). About 53% had no formal education. The average year of market experience was 14 years and they are mostly traditional health practitioners (50.98%). It was found that the CR for the sellers was 26.02% and the estimated Gini coefficient was 0.486. The market margin per unit was ₦49.09 and the net market margin was ₦19.18. The efficiency of marketing was estimated at 61.22%. Since the market is efficient, anti-measles plants marketers should therefore adopt strategies to meet up with the international market standard. Government policies should also be directed towards improving indigenous markets by providing market facilities to reduce costs and improve their profit.