Medicated shampoos and topical germicidals/antiseptics remain by far the largest categories in dermatologicals in 2020. Topical germicidals/antiseptics is expected to see the highest current retail value growth in 2020.
During the lockdown, e-commerce emerged as a growing channel for dermatologicals, as consumers preferred shopping at home to avoid contact with others out of fear of catching the virus. Leading companies in the product area rapidly widened the distribution network for their brands to include e-commerce pharmacies.
Abbott Laboratories is the clear leader in dermatologicals, primarily as a result of the strength of the Selsun brand in medicated shampoos. Selsun Blue Shampoo and Selsun Shampoo dominate medicated shampoos and are the only brands to individually register a significant value share in the product area.
The development of a more holistic approach to health and wellbeing is merging with an increasing interest in beauty and body-consciousness amongst Pakistani consumers. This trend is being supported by the expansion of the young urban middle class and the growing influence of Western culture resulting from increasing access to the internet, and social media in particular.
The changing character of consumer demand and the threat of growing competition from beauty and personal care manufacturers, as well as from areas such as functional food and dietary supplements, is set to place a growing onus on dermatologicals manufacturers’ brand development strategies during the forecast period. Manufacturers are likely to require increasing investment in marketing activity to establish distinctive brand identities suited to modern consumer demand preferences.
The pandemic altered consumers’ lives and their perception of health and hygiene. Increasing hygiene-awareness, underpinned by the more general increase in consumer health-consciousness and issues relating to densely populated urban environments, is anticipated to be a key driver of growth in dermatologicals, boosting demand for brands that address issues such as viral infections, fungal infections, lice and nappy rash.
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Understand the latest market trends and future growth opportunities for the Medicated Skin Care industry in Pakistan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Medicated Skin Care research and analysis database.
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