Despite the positive growth, sales continued to be affected by consumers’ preference for cheaper brands. The trend is particularly seen under the largest segment within dermatologicals, nappy (diaper) rash treatments, where total value sales have slightly decreased, while volume terms showed modest growth.
Growth rates within medicated shampoos have been modest over the last couple of years. Sales are affected by the trading down seen within dermatologicals as a whole.
Johnson & Johnson remains the leader under dermatologicals in Brazil, thanks to its significant presence under nappy (diaper) rash treatments. However, the company has been struggling due to the current consumer preference for cheaper items.
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