Dermatologicals saw a slight drop in value sales in 2020. Demand for dermatologicals such as topical germicidals/antiseptics, topical allergy remedies/antihistamines and topical antifungals increased as a result of stockpiling when the COVID-19 virus first emerged in Italy.
The mature dermatologicals category continues to see a small drop in current value sales. The low birth rate is negatively impacting volume and value sales within nappy (diaper) rash treatments.
Bayer continues to lead dermatologicals in Italy, with the company benefiting from its wide distribution network for brands such as Canesten (topical antifungals), Bepanthenol (nappy diaper, rash treatments) and Gyno Canestén (mono-dose ovules) in vaginal antifungals, which is appreciated by consumers for its convenience and practicality. Meanwhile, Polaramin Crema benefits from its leading position in relatively fast-growing topical allergy remedies/antihistamines.
The other main exceptions to sluggish overall performance are hair loss treatments and paediatric dermatologicals, which are seeing only marginally slower current value growth than topical allergy remedies/antihistamines. These categories are also expected to post current value growth over the forecast period.
The performance of the large topical and vaginal antifungals categories will continue to be hindered by high penetration and maturity and growing consumer focus on prevention and hygiene. Within topical antifungals, products for the treatment of ungual mycosis are driving sales growth as this infection affects millions of Italian consumers annually.
Herbal/traditional products and naturally-positioned brands are most dynamic in nappy (diaper) rash treatments and paediatric dermatologicals. Parents are particularly careful about the ingredients contained in products for babies and children.
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