Dermatologicals saw steady growth over the review period in Hungary, with this being mainly driven by demographic and lifestyle trends. Increasing numbers of consumers are suffering from skin conditions, skin sensitivities, allergies, infections and eczema-related issues, in part due to modern lifestyles and chemicals.
Medicated shampoos has a relatively stable customer base with the increasing availability of such products helping it to record steady growth in the review period and in 2019. Scalp issues affect both men and women and as such medicated shampoos is seen as a promising area with a number of new brands being successfully launched during the review period, such as Bioderma, Eucerin and Revalid.
Given the nature of dermatologicals, there is some stigma and shame associated with using such products, or even talking about them. Since female consumers are more willing to open up, they are targeted by manufacturers with remarkable marketing campaigns for vaginal antifungals.
Bayer Hungária maintained its lead in dermatologicals in 2018, thanks to the company’s flagship brand Canesten. Canesten is the leading brand in topical and vaginal antifungals, whilst its Bepanthen brand is ranked second in nappy (diaper) rash treatments.
Egis Gyógyszergyár was ranked second in dermatologicals in 2019, primarily due to the enduring popularity of its traditional and trusted brands Reparon and Betadine. Betadine led topical germicidals/antiseptics in 2019, with the product now also available in hypermarkets and drugstores/parapharmacies.
Teva Gyógyszergyár Zrt ended its joint venture with Procter & Gamble in 2018, with it sitting in fourth place in the rankings in 2019. The company’s flagship brands include Neogranormon and Sudocrem which are leading brands in nappy (diaper) rash treatments.
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This industry report originates from Passport, our Consumer Health market research database.