Living conditions in Egypt’s major cities are still some way behind those of developed countries, with life in Cairo in particular presenting challenges for many. This continues to support strong growth for dermatologicals, principally because high levels of population density and low hygiene standards, including in public areas, motivates people to overcompensate when faced with skin issues.
Egypt’s birth rate remains very high, standing at 2.6% in 2018.
Unit prices saw greater stability in dermatologicals in 2019 after previous years of the review period saw dramatic unit price increases due to currency devaluation. This was the first year for decades that strong unit price growth was not seen in the category and the Ministry of Health has stated that no further price increases will be implemented in the category over the short to medium term.
2019 saw GSK Consumer Healthcare hold first position in dermatologicals as consumers continue to place high levels of trust in its various brands. GSK Consumer Healthcare is the player behind the Dermovate, Lamisil, Zovirax and Fenistil brands, all of which have a strong presence in chemists/pharmacies throughout the country.
In general, imported dermatologicals brands struggle to compete with their local rivals on price, a situation which has been brought into sharp focus by the devaluation of the Egyptian pound in 2017. Exacerbating the situation is the fact that many local consumers perceive there to be very few differences between imported and local brands in basic essential categories such as topical germicidals/antiseptics, which remains the dominant category in dermatologicals in Egypt.
Dermatologicals did not witness any new launches during 2019 as the majority of players in the category remained in survival mode and thus focused on maximising sales of their current brands rather than taking the risk on the launch of new products. The current leading players in the category are also still recovering from previous losses incurred due to higher unit price increases and the inflexibility of government price controls.
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This industry report originates from Passport, our Consumer Health market research database.