Dermatologicals in Saudi Arabia

PROSPECTS

Harsh climate conditions along with air and water pollution support dermatologicals

Harsh climate conditions along with air and water pollution in Saudi Arabia create the ideal environment for dermatology diseases. In addition, men wearing thobes with shemagh or ghutra as well as women wearing abaya with a veil are susceptible to dermatology diseases, especially during hot weather.

Medicated shampoos registers the highest growth

Today, the importance of appearance for both men and women is supporting sales of medicated shampoos; many consumers are switching from using standard shampoos to medicated shampoos to treat dandruff on a regular basis. Additionally, the country’s difficult weather conditions, its air and water pollution as well as the head coverings worn by both men and women contributed to medicated shampoos achieving the highest value sales growth in 2018.

The average unit price of dermatologicals increases

Some products from the medicated shampoos, nappy (diaper) rash treatments, antiparasitics/lice (head and body) treatments, haemorrhoid treatments and topical germicidals/antiseptics categories were subject to a 5% VAT in 2018, which resulted in an increase in the average unit price of dermatologicals. On the other hand, dermatologicals promotional campaigns, eg buy-two-get-one-free offers or deals where the buyer can get 50% off on the second item, for most dermocosmetic brands, antiparasitics/lice (head and body) treatments and nappy (diaper) rash treatments throughout the year helped reduce the average unit price increase in 2018.

COMPETITIVE LANDSCAPE

Bayer AG takes the lead in dermatologicals

Bayer AG took the lead in dermatologicals from Johnson & Johnson Inc in 2018. This was due to its flagship brands Canesten and Bepanthen.

The category will remain active over the forecast period

During the forecast period, it is expected that local and international brands will continue to aggressively compete through new product developments, wider distribution and promotional activities. Vision 2030 and the National Transformation Program, which aims to boost the pharmaceutical industry in Saudi Arabia, will support these brands.

Chemists/pharmacies maintains its dominance in distribution channels

Since consumers in Saudi Arabia usually prefer going to a pharmacist or visiting a dermatologist to treat dermatological diseases, chemists/pharmacies has maintained its dominance in distribution channels. Chemists/pharmacies continues to benefit from consumers’ loyalty in Saudi Arabia due to the ongoing increase in the number of outlets, the wide variety of products, the continual promotional campaigns, the dispensing of insurance-covered medication and the loyalty programmes.

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