Dermatologicals experienced a stable performance, driven by the general increase in the adult population that prefers to self-medicate, with the exception of parents who may visit a doctor for specialist advice on serious nappy (diaper) rash treatments, as Kenyan parents remain fairly cautious regarding the medical treatment associated with young babies, with sales of nappy (diaper) rash treatments remaining positive but negligible. Sales of antiparasitics/lice (head and body) treatments remain popular in Kenya and are likely to be used by the entire family (apart from newborns) if an infestation emerges in the household.
Topical germicidals/antiseptics continued to experience stable demand in 2019. These dermatologicals are popular in Kenya for their ability clean wounds and stop the spread of infection as well as a local anaesthetic.
Sales of certain dermatologicals are being supported by growth in the mid-income consumers, who are enjoying some level of disposable incomes and are willing to pay for newer products that address certain skin conditions or offer preventative measures. Consumers are paying greater attention to products that meet their health and wellness aspirations and therefore are looking for the addition of more natural components that they perceive to be less harmful or gentler on the skin.
Glenmark Pharmaceuticals (K) Ltd retained its leadership of the fairly fragmented competitive landscape of dermatologicals in 2019, benefiting from the popularity of its brands Candid, which is present in both topical and vaginal antifungals, and medicated shampoos with Candid TV, and Liceoma which is present in antiparasitics/lice (head and body) treatments. However, the category continued to experience an influx of new brands, offering greater choice to consumers with interesting and attractive packaging, with the value share of “others” continuing to expand.
The development of innovative products in dermatologicals in addition to mergers and acquisitions could be key strategies to benefit both local and multinational players over the forecast period, providing further opportunities for growth. Kenyan companies are particularly keen to partner global players to drive this approach to innovation and meet consumer demand for quality products that meet their functional, aesthetic and health needs.
Counterfeit products continue to pose a major challenge in Kenya, particularly within dermatologicals, as it is a lucrative business and thus prone to counterfeiting, forcing manufacturers into “sales wars” as rogue importers package their products to resemble those of genuine dermatologicals. Most of these counterfeit goods do not conform to international or local quality and health standards, and therefore could be extremely harmful to consumers who are oblivious to the underlying risks of using these products.
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This industry report originates from Passport, our Consumer Health market research database.