Dermatologicals in Colombia

PROSPECTS

Antifungals and haemorrhoid treatments losing their social stigma?

A number of dermatological products have traditionally been surrounded by social stigma, for example vaginal and topical antifungals or haemorrhoid treatments. However, it would seem the stigma attached to these products is gradually being eroded, with antifungals holding the largest value share within dermatologicals (combining topical and vaginal) and haemorrhoid treatments the most dynamic category in 2019.

Increasing diagnosis of skin diseases offers growth potential for dermatologicals

There is increasing diagnosis of skin diseases in Colombia, with experts stating that atopic dermatitis has become one of the diseases that most Colombians suffer from in terms of dermatological problems. It is estimated that between 5% and 10% of the Colombian population may be affected by this chronic condition.

Venezuelan immigrants provide a major new consumer base for products like nappy (diaper) rash treatments

Although the birth rate is declining in Colombia, it is still relatively high, standing at 14.4 births per 1,000 population in 2019.

COMPETITIVE LANDSCAPE

Dermatologicals led by foreign companies

Genomma Lab continued to lead dermatologicals in 2019, with its main brands including Medicasp, Lomecan and Unesia. Genomma Lab continued to run strong advertising campaigns, increasingly tapping into the social media channel.

Players increasingly target social media for their advertising

A number of players were continuing to use social media as a major advertising and promotional channel at the end of the review period. For example, Genomma Lab’s Lomecan in vaginal antifungals again benefited from a strong campaign and presence on social networks.

Private label remains underdeveloped

Private label remains undeveloped in dermatologicals. Only topical antifungals and topical germicidals/antiseptics have a private label presence, but, even in these categories, branded products continued to dominate value sales.

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