Dermatologicals struggled for growth in 2020 with the measures being taken to control COVID-19 having an adverse effect on sales. The implementation of a lockdown, store closures and social distancing measures have all impeded sales, with some consumers delaying purchasing products unless deemed essential.
With less time being spent outside and with social distancing measures reducing close contact with other people – especially in schools and the workplace – the demand for products to treat contact transmitted issues such as antiparasitics and cold sore treatments dropped sharply. However, as social distancing measures are eased it is expected that demand will return, with growth set to bounce back for most categories from 2021.
Bayer retains a clear lead in dermatologicals thanks in part to its strong presence and large product variety under its highly renowned and popular brands Bepanthen and Canesten. Frequent new product launches, especially for Bepanthen, as well as a long history and high level of expertise in wound care and medicinal skin care products has supported its ongoing success and continuous growth with it helping to build trust among consumers.
Busy and stressful lifestyles, the health and wellness trend and an increasing focus on personal beauty are some of the key drivers of demand for dermatologicals in Austria. While this demand has taken a backseat somewhat in 2020 with consumers remaining at home or hidden behind face masks, it is likely to rebound strongly over the forecast period.
Despite a relatively positive outlook, one possible obstacle to the further growth of dermatologicals over the forecast period remains the relatively cautious attitudes towards OTC products in general. While consumers in Austria are increasingly purchasing dermatologicals, many only buy them after they have consulted a doctor.
It was largely companies with narrower product portfolios which were the hardest hit by COVID-19 in 2020. For example, Johnson & Johnson relies on its dominance in hair loss treatments with its highly popular Regaine brand having become almost synonymous with these products.
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Understand the latest market trends and future growth opportunities for the Medicated Skin Care industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Medicated Skin Care research and analysis database.
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