Dermatologicals in Romania

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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