Growing consumer awareness of hair loss treatments and genetic susceptibility to hair loss have supported category sales in 2019. Hair loss treatments was an underdeveloped area of dermatologicals in Georgia as low disposable incomes made hair loss a low priority.
Growing product awareness has also supported sales of haemorrhoid treatments in 2019, as has reduced stigma amongst consumers who tended to avoid professional advice when suffering. This is expected to continue over the forecast period, which will keep growth rates positive to 2024.
The shape of retailing in Georgia is gradually changing, with modern grocery retailers replacing the traditionally dominant non-grocery specialists. Hypermarkets, supermarkets and convenience stores have tried to widen their assortment and compete with chains of pharmacies wherever possible.
Nizhpharm OAO continued to lead value sales of dermatologicals in Georgia in 2019. Its wide product portfolio, which includes Sintomicin, Hydrocortisone, Nystatin and Gentamicin, is spread throughout the whole category and is widely available in most chains of pharmacies.
The local company Turmanidze Ltd is present with its brand Turmanidze, a topical antifungal which enjoys strong awareness amongst consumers due to its decade-long availability in the country. Consumers have grown to trust Turmanidze products and also perceive them as natural and without too many harmful chemical additives.
The leading brand in vaginal antifungals, Polygynax, benefits from strong advertising, which has resulted in the development of firm brand loyalty of the years. Meanwhile, Fitoval, the leading brand in hair loss treatments, benefits from its wide availability.
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This industry report originates from Passport, our Consumer Health market research database.