In 2018, consumer demand continued to rise for medicated skin care products. This helped support sales of dermatologicals despite increasing competition from the medicated skin care category within beauty and personal care.
In 2018, paediatric dermatologicals was the best performing category, primarily due to its low sales base. Currently, paediatric dermatologicals accounts for only a small share of overall value sales.
Some dermatologicals have traditionally suffered from significant social stigma, particularly in rural communities. Certain conditions tend to be stigmatised, such as haemorrhoids, fungal, yeast and vaginal infections.
In 2018, the domestic company Fitopharm continued to lead dermatologicals, largely thanks to the strength of its Kantarion Vagitorii and Gineks brands in vaginal antifungals, a category in which brand rankings and shares remained generally stable.
Alkaloid AD Skopje, another domestic company, ranked second in dermatologicals thanks to the strong penetration of brands such as Betadine in vaginal antifungals, Pedacet in antiparasitics/lice (head and body) treatments and Becutan zastiten detski krem so Zinc Oxide in nappy (diaper) rash treatments.
In 2018, dermatologicals was equally split between domestic and international companies. Among the leading players, the top three were domestic, with their positions largely being the result of their strength in the most robust categories through their standard and economy brands.
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