In 2020, most of the dermatologicals category demonstrated a similar performance to that seen in 2019, with only very limited variations in growth rates. However, topical germicidals/antiseptics saw notably stronger demand as a result of panic buying, with antiseptics such as Dettol out of stock.
While multinationals remaining dominant in the category in 2020, local brands gained sales due to stock shortages resulting from stockpiling, as well as increased usage levels among consumers. Hoe Pharmaceuticals saw growing popularity with its Ezerra ointment, which targets kids to soothing itchiness, and offer moisturising functionality.
Distribution through bricks and mortar outlets remained dominant in 2020, led by chemists/pharmacies, followed at some distance by drugstores/parapharmacies. Consumers prefer to make purchases through pharmacies as they are able to benefit from in-store advice, and products are immediately available.
The dermatologicals category is expected to see stronger growth in the post-pandemic environment, particularly underpinned by consumers resuming activities outside the home, and seeking to take greater care of their personal appearance. This will result in the reallocation of spending towards products offering both functional and cosmetic benefits.
Consumers will increasingly seek dermatologicals in easy and convenient application formats, such as sprays. This will not only be due to time constraints, but also because a sore or intimate skin condition might require more delicate application of a dermatological remedy.
By contrast, the haemorrhoid treatments category is expected to see continued negative growth. This will be due to consumers’ increased awareness of health issues, and a general improvement in dietary habits as they adopt a more preventative approach to health, even as more normal lifestyles resume.
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Understand the latest market trends and future growth opportunities for the Medicated Skin Care industry in Malaysia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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