Pollution and global warming is likely to call for an increased demand of certain dermatologicals. Due to longer and warmer days, the number of patients suffering from sun-related allergies will likely increase.
Eczema and dry skin are relatively common in Norway, as the cold and harsh winters generally make the skin dryer. The use of heating has a further negative impact on the skin.
Medicated shampoos and hair loss treatments will be obstacles to higher growth in dermatologicals in the forecast period, as these categories are projected to struggle for significant growth. Medicated shampoos is expected to continue its decline in current value terms, with this being due to the substitution effect from products such as premium shampoos and specialised mass shampoos, including professional brands sold in hair salons.
ACO Hud Norge extended its lead in dermatologicals in 2019, largely due to the strong growth of its antipruritics brand Canoderm. The upswing of this brand was due to its enhanced brand image based on favourable research and increased brand recognition through its availability on a “blue prescription” since 2016, with its value sales doubling following this move.
Despite losing the lead to ACO Hud Norge earlier in the review period, Bayer AS nevertheless retained a strong value share in 2019 with continuing to see modest growth. The overall declining interest in antifungals saw the company’s largest brand Canesten lose further value share in 2019.
The top-ranked brands tend to drive sales in dermatologicals, as consumers are reluctant to try out new or lesser-known brands. The brand ranking within each product category therefore often remains rather fixed, as Norwegians are usually reluctant to try out unrecognised brands, as they are uncertain of the quality of these compared with brands they recognise.
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This industry report originates from Passport, our Consumer Health market research database.