Dermatologicals in Romania

PROSPECTS

Dermatologicals slated for further strong growth over the forecast period

Dermatologicals is far smaller by value than most other OTC categories. However, sales are rising from a relatively low base and this is set to continue during the forecast period despite growing pressure on prices from generics and basic low-cost brands.

Medicated shampoos set to be the most dynamic dermatologicals category

Medicated shampoos recorded the fastest value growth in dermatologicals in 2018 and the product area is expected to remain particularly dynamic during the forecast period. Sales of medicated shampoos are benefiting from the increasing attention that consumers are paying to their appearance and personal image.

Distribution set to remain an influential factor for dermatologicals sales

A number of factors affect the distribution of dermatological products in Romania, the most important being often stark variations in population density and economic development among the country’s various regions. Dermatologicals tend to be more common in urban areas and chemists/pharmacists dominate sales.

COMPETITIVE LANDSCAPE

Bayer leads dermatologicals in 2018 through the brands Canestan and Bepanthen

International players remained on top of dermatologicals in 2018, with Bayer holding the top spot. The company’s brand Canestan remains the leading name in topical antifungals, while Bepanthen is on top of the rankings in nappy (diaper) rash treatments.

Competitive environment defined by high levels of fragmentation

Dermatologicals remains a highly-fragmented category, with no single brand able to generate even close to a double-digit value share in 2018. International players continue to dominate sales in the category as their products have strong international profiles and reputations for being effective.

Lack of consumer loyalty set to present challenges to the leading players

One defining characteristic of dermatologicals is the general lack of consumer loyalty to specific brands. This is among the main reasons for the high levels of fragmentation in the category as it is relatively easy for small players to break through with unknown products, as long as the price is right.

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