Dermatologicals recorded stable but undynamic current value growth in 2019, with larger categories such as antipruritics recording a weak performance. Smaller product areas of topical antifungals and hair loss treatments however, continued to experience more stable demand, supported by heavy marketing in Finland by major players.
Despite recording declining sales in 2019, vaginal antifungals is beginning to experience a tentative recovery as many Finns suffer from yeast infections. Rather than visiting a doctor, they are showing an increasing preference for self-care in this matter, which they can address in the privacy of their own homes.
Cold sore treatments also experienced a tentative recovery in 2019 in current value terms, although it recorded ongoing stagnant demand. Higher value growth is being supported by innovative products with Zoviduo from GSK Consumer Healthcare, which has the dual effect of stopping the growth of the herpes virus in addition to reducing inflammation and redness, continuing to gain share and record strong current value growth.
Dermatologicals continued to be led by large players Orion Oyj, Janssen-Cilag Oy and Bayer Oy in 2019, although all three continued to lose share to smaller players and generics producers such as Orifarm Oy and Paranova Oy, which both recorded strong performances in topical antifungals, vaginal antifungals and antipruritics. However, Orion’s brand Hydrocortison retained its lead of antipruritics in 2019, where it faced increasing pressure from Hydrocortison Ratiopharm, which continued to gain ground, and competition from another Orion brand Pantyson.
The consolidated competitive landscape of vaginal antifungals is likely to experience some disruption over the forecast period, with dynamic player Ratiopharm entering the category towards the end of the review period with a series of products (Vagibalance ratiopharm and Vagimoist ratiopharm) and targeting women suffering from yeast infections or dryness due to a number of factors. The player is likely to appeal to more price-conscious consumers due to its lower price point.
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This industry report originates from Passport, our Consumer Health market research database.