COVID-19 has had a mixed impact on sales of dermatologicals in 2020. For more essential products such as nappy (diaper) rash treatments and antipruritics there was some initial stockpiling in March ahead of the nationwide lockdown.
Bayer Portugal has retained its leading position in dermatologicals in 2020 thanks to the strength of its Bepanthene brand. Bepanthene Baby was launched in 2018 and it continues to cannibalise sales of Bayer’s Bepanthene Pomada range in nappy (diaper) rash treatments, with it benefiting from mass advertising campaigns.
While Bayer has benefited somewhat from COVID-19, second-ranked GSK Consumer Healthcare has seen its sales slump in 2020. This is due to its strong reliance on its popular Zovirax brand of cold sore treatments.
The home seclusion brought about by COVID-19 has had a significant impact on sales in 2020, with some categories benefiting from this situation while others have struggled. The future performances of the various categories will be largely dependent on consumers’ lives returning to relative normality, especially when it comes to products such as cold sore treatments and antiparasitics/lice (head and body) treatments.
Antipruritics is the second-largest category in dermatologicals in Portugal and it 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 weather.
Like in many areas of consumer health, products which are commonly used by older consumers are expected to perform well over the forecast period, driven by Portugal’s ageing population. In the case of dermatologicals this includes products such as haemorrhoid treatments, nappy (diaper) rash treatments (which is used to treat pressure sores and incontinence dermatitis in older consumers) and hair loss treatments.
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Understand the latest market trends and future growth opportunities for the Medicated Skin Care industry in Portugal 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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