The social stigma associated with different skin conditions has waned in Latvia. Stigma traditionally surrounded categories such as haemorrhoid treatments and vaginal antifungals, which are generally regarded as very personal products.
Latvian consumers are becoming increasingly aware of and knowledgeable about different types of dermatologicals, including the fact that there are specific OTC products to prevent or slow down hair loss. Positive economic development and improved living standards allow consumers to spend on hair loss treatments, as these are the most expensive products in the category.
Although dermatologicals saw current value growth throughout the review period, the category experienced competition from two sides, which prevented stronger increases. When it comes to dermatological problems, many consumers visit a doctor to get a prescription.
GSK Consumer Healthcare continued to lead dermatologicals in value terms in 2019. It is mainly represented by its well-known and heavily marketed Exoderil brand for treating fungal foot infections, which was the second brand in 2019.
There is a long list of players with small brands in specific categories within dermatologicals, which are included under “others”. These accounted for more than half of value sales at the end of the review period.
Local player Rigas Farmaceitiska Fabrika ranked third in dermatologicals in value terms in 2019. Within this category the company is represented by well-known topical germicidals/antiseptics which have been popular in Latvia since the Soviet era.
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This industry report originates from Passport, our Consumer Health market research database.