Dermatologicals in Chile

PROSPECTS

Nappy (diaper) rash treatment sales fall as consumers need reasons to buy

As birth rates declined in 2019, so did value sales for nappy (diaper) rash treatments. Consumers linked the product to its primary use – to soothe infants when changing their nappies.

Unhygienic living conditions see a rise in sales to immigrants

As many immigrants in Chile lived in overcrowded and unhygienic housing, fungus and parasites were on the rise in 2019. Many immigrants only had the option of obtaining leases without contracts, as a formal lease required them to have a high salary, a guarantee and documentation that many of them struggle to obtain.

Overpopulated schools are breeding grounds for lice

Antiparasitics/lice (head and body) treatments was a strong performer in 2019. It benefited from many schools in Chile being overpopulated, allowing the contagious health issue to spread quickly from child to child.

COMPETITIVE LANDSCAPE

Launol releases marketing campaign celebrating 20 years of healthcare

In 2019 Launol released a set of effective marketing campaigns that included advertising on the metro train system. The success of the campaign narrowed the gap between Launol and category leader All Out Piojos.

Organic nappy (diaper) rash brands attract millennial parents

Niche brands of nappy (diaper) rash treatment such as Naay and Weleda are gaining interest from millennial parents. Created from organic and natural ingredients, Naay and Weleda capitalised amongst younger families who became more aware of what ingredients they come into contact with.

Eucerin remains top choice as psoriasis sufferers look for remedies

Eucerin remained the leading brand in dermatologicals, with an increase in both value sales and growth since 2018. Eucerin benefited from having a range of diverse products, as well as a reputation for quality.

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