Most dermatologicals categories are related to sensitive issues, as people commonly associate the conditions and these products with low hygiene standards. As a result, dermatological issues may cause a lot of discomfort, as people are often reluctant to talk about them.
The decline in growth rate in 2019 indicates that dermatologicals has approached maturity, as sales rises are set to keep decelerating over the forecast period. Maturity has resulted in increasing competition and a growing number of price-based promotions.
The development of online pharmacies has helped to overcome stigmas related to dermatological conditions. People can easily access all information relating to the products and compare it with similar products in a faster and more convenient way online.
With the exception of GSK Consumer Healthcare, which jumped up the rankings thanks to absorbing the brands of Pfizer Inc and GlaxoSmithKline Plc, sales shares among the leading players in 2019 remained similar to those posted in 2019. As a result, Bayer, by being the dominant company in the large category of nappy (diaper) rash treatments with its Bepanthen brand, continued to lead dermatologicals in 2019.
Brand-awareness and trust in quality remain the common core of the consumer decision-making process. Therefore, those companies offering well-recognised brands with good quality performed well over the review period, including in 2019.
Vaginal antifungals has witnessed the most significant change in recent years thanks to the launch of Canesten by Bayer OÜ. Due to the possibility of precisely measuring doses of clotrimazolum, Canesten was granted OTC status for the lower content of its active ingredient, while all other products with this ingredient remain Rx.
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This industry report originates from Passport, our Consumer Health market research database.