The growing ageing population in New Zealand is one of the contributors to growth in dermatologicals, including hair loss treatments and other skin treatments. Topical germicides/antiseptics was the fastest growing category in 2019, with consumers looking for quick fix methods to reduce the possibility of infection, especially from minor cuts and injuries.
Consumers are taking care of their hair and skin by eating well and relying on supplements, rather than using ointments and other medications. For serious skin and hair issues, consumers typically visit general practitioners to get prescriptions for medicines such as Finasteride.
Despite positive growth, little or no innovation has been seen in the dermatologicals category recently. Consumers have been relying on established brands and products they trust and have been using for years.
Johnson & Johnson continues to lead, with a strong presence in two of the fastest growing categories in New Zealand – hair loss treatments and topical antifungals. Regaine is the leader in hair loss treatments, and has been able to strengthen its position with different products for men and women.
International companies such as Johnson & Johnson, Reckitt Benckiser, Sanofi and GlaxoSmithKline dominate the industry with extensive portfolios of products in almost all categories ranging from topical antifungals to hair loss treatments. Over the years, these companies have gained and maintained consumer trust, especially in terms of products that are applied directly to the body.
Initiatives have been taken by pharmacies to reduce the number of skin conditions amongst children. Eight Waikato pharmacies signed up to a District Health benefit funded programme to reduce the incidence of skin conditions such as eczema, dermatitis and impetigo.
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This industry report originates from Passport, our Consumer Health market research database.