Dermatologicals in India

PROSPECTS

Fitness trend boosting demand

The rising number of gym goers and increasing consumer participation in outdoor activities are boosting sales of dermatologicals. Consumers engaged in regular physical exercise and outdoor pursuits have a higher probability of experiencing skin ailments, rashes and conditions such as fungal infections.

Pollution and high temperatures affecting skin

The high levels of pollution in Indian cities, along with changing weather patterns, are contributing to a growing demand for dermatologicals. Increasing time spent in the sun is expected to lead to dry scalp and fungal infections, especially among young children, and drive sales of medicated shampoo over the forecast period.

Increasing competition from beauty and personal care players

While the fitness trend, high levels of pollution and rising temperatures are all set to contribute to rising demand for dermatologicals, manufacturers are seeing a significant increase in competition from outside the category, particularly from beauty and personal care players. Increasingly educated consumers are looking for products that target specific ailments and skin conditions.

COMPETITIVE LANDSCAPE

Emami maintains lead as it works towards more mainstream skin care positioning

Emami Ltd is the leading player in dermatologicals thanks to strong consumer recognition and widespread distribution of its Himani BoroPlus brand. Emami has long promoted Ayurvedic products in dermatologicals and brands such as BoroPlus and Emami have benefited from growing interest in products with such a positioning.

Boroline supported by significant marketing activity

GD Pharmaceutical’s Boroline was the second largest brand in dermatologicals in the final year of the review period. The brand is supported by significant marketing activity through TV, digital and print media, and has employed Bollywood celebrities in order to establish a better connection with consumers.

Trend towards small packaging to encourage trial purchases and promote on-the-go use

As competition from both within and outside dermatologicals intensifies, manufacturers are looking to encourage consumers to try their products through the introduction of smaller pack sizes. Emami’s Himani BoroPlus is amongst the brands to have launched smaller packaging, introducing small tubes, which also include improvements to the shape of the nozzle to ensure more targeted application and reduce waste.

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