Dermatologicals in Colombia

2020 IMPACT

Consumers hesitant to self-medicate for serious skin issues without prior consultation with dermatologists, made difficult by pandemic

Rising incidence of skin diseases in Colombia towards the end of the review period including atopic dermatitis, which is a chronic and inflammatory skin condition, had heightened awareness of the need amongst consumers to address these issues. When faced with a more chronic condition such as atopic dermatitis, many Colombians will initially visit a specialist such as a dermatologist rather than attempt to treat this themselves by purchasing OTC products.

Upturn in demand for more treatable skin conditions in the home

Some areas of dermatologicals experienced an upturn in demand, especially where consumers are more confident in self-medicating if the issue is recurring and they have already received guidance on an appropriate treatment, resulting in medicated shampoos continuing to record strong demand in 2020. While there was heightened awareness of the need to observe greater hygiene routines to prevent the spread of the virus such as frequent handwashing using antibacterial soap for instance, there was still an upturn in demand for healing products such as topical antifungals and topical germicidals/antiseptics as Colombians were more concerned about rapidly and efficiently treating cuts and wounds to reduce infection during the pandemic.

Leader Genomma Lab continues to expand distribution and marketing for Medicasp

Genomma Lab Colombia Ltda strengthened its convincing leadership of dermatologicals in 2020, with its popular brand Medicasp overtaking former leader Canesten from Bayer. Genomma Lab continued to run strong advertising campaigns, increasingly tapping into the social media channel, whilst offering competitive prices which appealed to increasingly price-sensitive consumers during the pandemic.

RECOVERY AND OPPORTUNITIES

Undynamic performance predicted but more popular dermatologicals will continue to grow

Overall value growth (at constant 2020 prices) is predicted to remain undynamic with falling demand for a number of dermatologicals as consumers resume appointments with specialists rather than self-medicate for more serious issues. Nevertheless, topical germicidals/antiseptics and medicated shampoos are predicted to record the strongest performances in volume terms as consumers feel more confident in self-medicating with these products to address minor ailments.

Consumer education is key to boost preventative solutions

For local player Laboratorios Siegfried SA, dermatologicals has lost priority in its product portfolio, with its brand Hipoglós (which it locally represents for Mega Labs SA) continuing to decline in 2020. However, Laboratorios Siegfried is implementing a strategy whereby it is launching products alongside advertising campaigns which address issues caused by prolonged exposure to blue light emitted by computer screens, tablets, and smartphones, an issue that has been exacerbated by the home seclusion trend.

Sustainable solutions to emerge as differentiator amongst players

While herbal/traditional dermatologicals continued to hold marginal value share compared to standard variants at the end of the review period, increasing health and wellbeing trends amongst some consumers could drive further demand over the forecast period. This interest can also directed towards players, which are gradually implementing the use of biodegradable formulations that seek to reduce chemical residue and are certified by the Environmental Protection Agency.