COVID-19 relegated to the background OTC drugs that are perceived as unnecessary, such as medicated shampoos and hair loss treatments. Prices of such products rose significantly in the first half of 2021 which made them even less attractive to consumers during a time when consumer disposable incomes are on the decline.
Self-isolation due to COVID-19 continues to negatively affect certain dermatologicals in 2021. This mainly concerns antiparasitics/lice (head and body) treatments.
Borisovskiy Zavod Meditsinkikh Preparatov OAO maintains its top place in dermatologicals in company terms in 2021. Competition is high in brand terms, with many players less than a percentage point apart.
Antipruritics and nappy (diaper) rash treatments (to be marketed as antipruritics) have scope for growth over the forecast period. Despite the forecast declining in value figures for nappy (diaper) rash treatments, they could be given a boost with such a style of repositioning.
As noted in other categories, television and social media advertising is a strong theme in consumer health in Belarus. The extent to which players can follow this method is variable, due to their marketing budgets, but it is becoming an increasingly crucial aspect to enhance brand awareness and keep products front of mind for consumers.
It is also important that players follow consumer lifestyle trends in relation to popular and declining products within dermatologicals and diversify their portfolios accordingly. For example, placing less focus on antifungals which are negatively affected by fewer people visiting public places where fungal infections can easily be picked up, and concentrating more on antipruritics which continue to see heightened demand.
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Understand the latest market trends and future growth opportunities for the Medicated Skin Care industry in Belarus with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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Medicated Skin Care
Includes topical standard and herbal/traditional medicated products used to alleviate symptoms or treat skin or hair ailments. Exclude any systemic (oral) options to treat skin conditions or diseases.See All of Our Definitions
This report originates from Passport, our Medicated Skin Care research and analysis database.
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