With topical antifungals accounting for a high proportion of overall dermatologicals sales, the positive growth registered in sales of topical antifungals in 2019 supported positive growth in the category overall. One major reason for the rising demand for topical antifungals is the widespread beauty trend, which is combining with increasingly modern lifestyles to make people more likely to need to use topical antifungals.
Bulgarian consumers are coming more demanding in terms of products that cater to specific needs and dermatologicals is no exception to this general rule. 2019 saw the launch of numerous products with more personalised positioning, a trend that is in line with the increasing sophistication of urban consumers, particularly in Sofia.
Internet retailing is becoming an increasingly significant distribution channel for dermatologicals. The main reasons for this shift in shopping behaviours is the enhanced convenience that Internet retailing represents, not to mention that prices are often lower online than in stores.
Strong growth was seen among the leading brands in dermatologicals in 2019 as retail displays became a more important focus for supporting sales growth. Among major players in this area are Sopharma and Remedium, which are leading the way by expanding the amount of retail shelf space given over to their brands and designing eye-catching displays to attract the attention of consumers.
the general preference for natural products among the Bulgarian population extends to hair loss treatments. In 2019, this encouraged the entry of numerous players with a strong profile in dietary supplements, notably Naturprodukt OOD, which remains among the most dynamic companies in consumer health overall as well as one of the fastest growing players in dermatologicals.
With topical germicidals/antiseptics facing issues due to the maturity of demand, companies present in the category are focusing on premium launches and adding value to support value growth at a time of flagging demand. Notable new launches in the category during 2019 focused on bringing premium features to mass Bulgarian consumers who have traditionally used basic products such as generic or unbranded ethyl alcohol and traditional brands such as Rivanol as antiseptics and topical germicidals.
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This industry report originates from Passport, our Consumer Health market research database.