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.
Medicated shampoos and topical germicidals/antiseptics remained by far the largest categories in dermatologicals in 2019, with antiparasitics/lice (head and body) treatments, hair loss treatments and nappy (diaper) rash treatments the only other categories to register more than negligible value sales. The largest categories were also the most dynamic in the final year of the review period, as established product recognition provided a platform for expansion in line with evolving consumer attitudes.
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 category.
Foreign players dominate dermatologicals, with Reckitt Benckiser, GSK Consumer Healthcare, English Laboratories and Brookes Pharmaceutical Laboratories following up behind Abbott. The way in which Dettol has become the second largest dermatologicals brand in Pakistan and a household name through significant advertising on TV, in stores and through digital channels highlights the competitive advantages of major multinational players.
Increasing hygiene-awareness, underpinned by the more general increase in consumer health-consciousness and issues relating to densely populated urban environments, is proving to be a key driver of growth in dermatologicals, boosting demand for brands that address issues such as lice, fungal infections and nappy rash. Manufacturers are also playing a part in raising consumer-awareness of hygiene in their marketing activity, with a particular emphasis on targeting mothers.
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This industry report originates from Passport, our Consumer Health market research database.