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Medicated Skin Care in
Romania

Country Report

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Executive Summary

Oct 2019
PROSPECTS
Higher personal care standards and knowledge support sales rises

Dermatologicals is far smaller by value sales than most other OTC categories. A low level of self-medication prevails as minor skin health problems can be addressed by skin care products available in beauty and personal care rather than dermatologicals, while medical consultation and recommendation are common for serious skin problems.

Medicated shampoos heads value sales growth over the review period

Over the review period as a whole, medicated shampoos recorded the fastest value growth in dermatologicals and the category is expected to remain dynamic in this respect during the forecast period. Sales of medicated shampoos are benefiting from the increasing attention that consumers are paying to their appearance and personal image.

Stretching product distribution is key in unlocking category potential

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. Dermatological items tend to be more common in urban areas and the chemists/pharmacists channel dominates sales.

COMPETITIVE LANDSCAPE
Strong advertising propels Canesten to the summit

International players remained on top of dermatologicals in 2019, with Bayer holding the top spot. The company’s brand Canesten became the leading brand overall and remained the leading name in vaginal antifungals, while Bepanthen dominated nappy (diaper) rash treatments.

International prestige assures the quality-conscious

International players continue to dominate sales in the category as their products have strong international profiles and reputations for being effective. These companies also have large budgets for promotional activities in pharmacy chains where they thus gain visible shelf space.

Low barriers to entry in a highly competitive category

One defining characteristic of dermatologicals is the general lack of consumer loyalty to specific brands. No single brand was able to generate even close to a double-digit value share in 2019.

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Dermatologicals in Romania

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Overview

Discover the latest market trends and uncover sources of future market growth for the Medicated Skin Care industry in Romania with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Medicated Skin Care industry in Romania, our research will save you time and money while empowering you to make informed, profitable decisions.

The Medicated Skin Care in Romania market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Medicated Skin Care in Romania?
  • What are the major brands in Romania?
  • What are the most popular formats for acne treatments?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Health market research database.

Dermatologicals in Romania - Category analysis

HEADLINES

PROSPECTS

Higher personal care standards and knowledge support sales rises
Medicated shampoos heads value sales growth over the review period
Stretching product distribution is key in unlocking category potential

COMPETITIVE LANDSCAPE

Strong advertising propels Canesten to the summit
International prestige assures the quality-conscious
Low barriers to entry in a highly competitive category

CATEGORY DATA

Table 1 Sales of Dermatologicals by Category: Value 2014-2019
Table 2 Sales of Dermatologicals by Category: % Value Growth 2014-2019
Table 3 NBO Company Shares of Dermatologicals: % Value 2015-2019
Table 4 LBN Brand Shares of Dermatologicals: % Value 2016-2019
Table 5 LBN Brand Shares of Hair Loss Treatments: % Value 2016-2019
Table 6 Forecast Sales of Dermatologicals by Category: Value 2019-2024
Table 7 Forecast Sales of Dermatologicals by Category: % Value Growth 2019-2024

Consumer Health in Romania - Industry Overview

EXECUTIVE SUMMARY

Rising incomes push Romanians to make healthier choices
Ageing and busier schedules provide consumer health with strong demand sources
Local and international companies vie strongly for share
Chemists/pharmacies remains the go-to channel
Healthy growth rates will persist

MARKET INDICATORS

Table 8 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 9 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 10 Sales of Consumer Health by Category: Value 2014-2019
Table 11 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 13 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 14 Penetration of Private Label in Consumer Health by Category: % Value 2014-2019
Table 15 Distribution of Consumer Health by Format: % Value 2014-2019
Table 16 Distribution of Consumer Health by Format and Category: % Value 2019
Table 17 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 18 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

DEFINITIONS

SOURCES

Summary 1 Research Sources