Dermatologicals continued to record modest retail value growth in 2019. Growth was limited by competition from medical devices and cosmetic products, where regulations are less strict and innovation and strong marketing campaigns drove significant growth.
Nappy (diaper) rash treatments recorded good retail value growth in 2019 and this is expected to accelerate over the forecast period as a result of the comparatively high birth rate in Israel. Another factor driving value growth is a certain shift towards premium products.
Medicated shampoos recorded strong growth in 2019, partly thanks to the launch of Head & Shoulders Clinically Proven Solutions, which entered the market in late 2017. Head & Shoulders is widely recognised as a cosmetic shampoo brand which treats dandruff, and the Clinically Proven Solutions products were placed alongside the regular shampoo products rather than with other medicated shampoos, in separate aisles and shelves.
Perrigo Israel Pharmaceuticals maintained its lead in dermatologicals in 2019. The player offers popular brands in a number of categories in dermatologicals, including Agisten in topical and vaginal antifungals and Fenips in cold sore treatments.
Dermo-cosmetics products and more natural products became increasingly popular in 2019, limiting growth of dermatologicals. This trend was particularly encouraged by online pharmacies and small pharmacies trying to differentiate themselves by their product portfolio and different buying experiences from mainstream outlets.
Bayer Israel again succeeded in increasing its share in 2019 with its Bepanthen brand, which has several uses. In topical germicidals/antiseptics, Bepanthen Plus is the leading brand, while in nappy (diaper) rash treatments it is becoming more widely used; although positioned as a medical cream and thus also priced much higher than cosmetic nappy (diaper) rash treatments, the company is making efforts to educate parents to use it on a regular basis.
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