Growth in the number of allergy sufferers helped to drive sales of topical allergy remedies/antihistamines in 2019.
Some more mature categories are expected to see relatively flat growth in retail volume terms over the forecast period. Topical antifungals for instance suffer from poor marketing activity and a lack of product development.
Antipruritics is the second-largest category in dermatologicals in Portugal and is set to be the most dynamic category over the forecast period in current value terms. Sales of these products are quite seasonal and grow strongly during the summer, when the proliferation of insects such as mosquitos is higher due to the warm autumn.
Bayer Portugal remained one of the leading players in dermatologicals in 2019 with it relying on its recognised brands Canesten and Bepanthen. When it comes to dermatologicals Portuguese consumers typically look for trusted products that they are familiar with, as the risk perception regarding skin issues and treatments is high.
Domestic brands also hold a strong position in dermatologicals in Portugal, with these gaining the trust of locals. For example, domestic brand Halibut from Laboratório Medinfar Produtos Farmacêuticos SA was the overall leading brand in 2019 thanks to its strong share in nappy (diaper) rash treatments.
Dermatologicals is a fragmented category with it covering a wide range of treatments, with many companies only present in one or two areas. GSK Consumer Healthcare is one of the exceptions to this and as such led the overall category in 2019.
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This industry report originates from Passport, our Consumer Health market research database.