Executive Summary

Oct 2019
PROSPECTS
Self-medication offers a path to development and growth

The steady move towards self-medication is changing the dynamics of dermatologicals in Belgium. Underpinned by an advertising and promotional campaign over 2018/2019, the prescription rate of topical and even vaginal antifungals declined further.

Wider distribution and natural trend raise awareness as advertising remains low

Dermatologicals is benefiting from wider distribution via retailers like Medi-Market. The category is also boosted by the contribution from more natural alternatives, as illustrated by the recent “liniment” trend.

Positioning hampers dermatologicals’ growth potential

When players innovate with real technology, they tend to move outside the boundaries of the OTC channel to launch under Rx status. Dermatologicals remains squeezed between added-value Rx items, dynamic dermocosmetic products (both not included in Euromonitor International data) and mainly cosmeceutical combination dietary supplements, such as Expert and Alline Procap, as well as premium skin care included in beauty and personal care and available in chemists/pharmacies.

COMPETITIVE LANDSCAPE
Benelux players exploit niches to gain ground

Benelux manufacturers are often in a position of strength in a fragmented competitive landscape. Key Benelux players include established enterprises like Janssen-Cilag, Omega Pharma Belgium and Will Pharma and Tilman.

Janssen-Cilag loses ground due to tactical rather than consumer-facing approach

Janssen-Cilag remains the leader through its Daktarin umbrella brand (topical and vaginal antifungals) and Nizoral (medicated shampoos) in 2019. However, due to frequent changes of management and a fluctuating performance, the player has focused on tactical support for its brands and gaining recommendations from general practitioners for its brands in topical and, in particular, vaginal antifungals, rather than major investment in innovation or marketing.

Players appeal directly to consumers to drive sales

Bayer follows a more B2C approach than Janssen-Cilag. In vaginal antifungals, strong advertising and promotion aimed at educating Belgian women and boosting self-medication helped Gyno-Canesten to establish itself as key challenger to Gyno-Daktarin.

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Dermatologicals in Belgium

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Overview

Discover the latest market trends and uncover sources of future market growth for the Medicated Skin Care industry in Belgium with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Medicated Skin Care industry in Belgium, our research will save you time and money while empowering you to make informed, profitable decisions.

The Medicated Skin Care in Belgium market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Medicated Skin Care in Belgium?
  • What are the major brands in Belgium?
  • What are the most popular formats for acne treatments?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Health market research database.

Dermatologicals in Belgium - Category analysis

HEADLINES

PROSPECTS

Self-medication offers a path to development and growth
Wider distribution and natural trend raise awareness as advertising remains low
Positioning hampers dermatologicals’ growth potential

COMPETITIVE LANDSCAPE

Benelux players exploit niches to gain ground
Janssen-Cilag loses ground due to tactical rather than consumer-facing approach
Players appeal directly to consumers to drive sales

CATEGORY DATA

Table 1 Sales of Dermatologicals by Category: Value 2014-2019
Table 2 Sales of Dermatologicals by Category: % Value Growth 2014-2019
Table 3 NBO Company Shares of Dermatologicals: % Value 2015-2019
Table 4 LBN Brand Shares of Dermatologicals: % Value 2016-2019
Table 5 LBN Brand Shares of Hair Loss Treatments: % Value 2016-2019
Table 6 Forecast Sales of Dermatologicals by Category: Value 2019-2024
Table 7 Forecast Sales of Dermatologicals by Category: % Value Growth 2019-2024

Consumer Health in Belgium - Industry Overview

EXECUTIVE SUMMARY

Lifestyles and milder climate inform the variable performance of consumer health
Herbal and more natural options gain ground on previous growth drivers
Flexible approach sees local and smaller foreign players pressure ethical multinationals
Progressive de-regulation leaves room for wider distribution
Signs of dynamism set to push value growth despite legislative restrictions

MARKET INDICATORS

Table 8 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 9 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 10 Sales of Consumer Health by Category: Value 2014-2019
Table 11 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 13 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 14 Penetration of Private Label in Consumer Health by Category: % Value 2014-2019
Table 15 Distribution of Consumer Health by Format: % Value 2014-2019
Table 16 Distribution of Consumer Health by Format and Category: % Value 2019
Table 17 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 18 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

DEFINITIONS

SOURCES

Summary 1 Research Sources