Self-isolation due to COVID-19 has negatively affected certain dermatologicals in 2020. These include antifungals, both topical and vaginal, and antiparasitics/lice (head and body) treatments.
Despite the challenges faced by dermatologicals overall, some product areas are benefitting from consumers spending more time at home – in particular, antipruritics and haemorrhoid treatments, which see the highest value growth in 2020. Antipruritics benefits from consumers having stress-related rashes during the time of COVID, along with the issue of dry and sore skin on the hands due to excessive handwashing and the more regular use of antibacterial soaps and household cleaning agents.
Borisovskiy Zavod Meditsinkikh Preparatov OAO maintains its top place in dermatologicals in company terms in 2020. However, its Nystatin and Miconazole brands come in at fifth and sixth in brand terms, with Nystatin (from Belmedpreparaty RUP) and Terbisil (from Richter Gedeon Nyrt) in close first and second place.
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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