Current value sales growth of dermatologicals will be virtually unchanged in Lithuania during 2020. However, COVID-19 will provide a significant boost to the rate of growth in value sales of topical germicidals/antiseptics, as worried consumers seek to decrease their risk of catching the virus by frequent handwashing.
Paediatric dermatologicals and nappy (diaper) rash treatments remain among the best performers in dermatologicals and will continue to exhibit strong current value sales growth during 2020. Although fertility rates are in long-term decline in Lithuania, many parents are willing to spend more money on each child, even during times of heightened economic uncertainty.
Similar to other OTC categories in Lithuania, dermatologicals is characterised by a high level of inertia. Value sales are dominated by three international players – Novartis AG, Egis Slovakia spol sro (Servier SA) and Bayer AG – with high-profile brands, leaving very limited room for local competitors.
Inertia is likely to continue to dominate the competitive landscape in dermatologicals over the course of the forecast period. Local consumers tend to stick to well-known brands that have firmly established their efficacy and are widely available in major pharmacy chains.
Antiparasitics/lice (head and body) treatments will see minimal growth in value sales during the forecast period. Indeed, it will be the worst performer in dermatologicals.
While chemists/pharmacists remain dominant, the distribution of dermatologicals is widening as a result of deregulation, with these products increasingly stocked by grocery retailers, such as supermarkets and forecourt retailers. While dermatologicals are becoming more accessible, deregulation has not had as much of an impact as in digestive remedies, where convenience is generally more important to consumers.
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