Dermatologicals will see moderate growth in 2020 with it benefiting from growing purchasing power and the increasing availability of solutions for specific malaises. Most dermatologicals categories are related to sensitive issues, as consumers commonly associate the conditions and these products with low hygiene standards.
Vaginal antifungals is one of the fastest growing categories in OTC in Estonia in 2020. The category was traditionally very limited in terms of product range, as all major remedies used to be Rx medicines.
Sales shares among the leading players in 2020 remained similar to those posted in 2019, with the leading players seeing slight gains. GSK Consumer Healthcare remained the clear leader, after absorbing the brands of Pfizer Inc and GlaxoSmithKline Plc in 2019.
A large number of OTC dermatologicals will remain present in Estonia over the forecast period, and, as a result, not many changes are expected in terms of the competitive landscape over the forecast period. Many players will focus on large categories such as medicated shampoos, hair loss treatments and the growing category vaginal antifungal, with Canesten in particular expected to record further gains.
Brand-awareness and trust in quality remain the common core of the consumer decision-making process and this is likely to continue in the short-term. Therefore, those companies offering well-recognised brands with good quality are expected to perform well over the forecast period, with international players typically expected to fare better than domestic producers.
Despite an increased growth rate of dermatologicals in 2020 compared with 2019, sales rises are set to decelerate over the forecast period indicating the category might be reaching maturity. Information about dermatological issues has increased online and the population has become better educated about health-related issues and this is expected to continue.
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Understand the latest market trends and future growth opportunities for the Medicated Skin Care industry in Estonia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Medicated Skin Care industry in Estonia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Medicated Skin Care research and analysis database.
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