Dermatologicals in Saudi Arabia

PROSPECTS

Rising prices continue to dampen sales over 2019

Dermatologicals continued to suffer from higher prices in 2019 due to the introduction of VAT in 2018 that served to dampen sales for many products in the category. In addition, the decrease in expatriate numbers in Saudi Arabia means that the consumer base has also contracted.

Further controls likely to be set by SFDA

In line with current trends in 2019, dermatologicals is increasingly controlled by the Saudi Food & Drug Authority (SFDA) directives. These directives are put in place so that dermatologicals are brought into line with the Strategic Overall Drug Plan.

COMPETITIVE LANDSCAPE

Bayer celebrates 75th anniversary with marketing bonanza

Cigalah leads in NBO terms, thanks to representing a wide range of international brands such as Sudocrem (Teva), Nizoral (STADA) and Canestan (Bayer). Bayer however also offers brands via other NBOs, with its Elocom represented by Tamer and Bepanthen by Saudi International Trading in Saudi Arabia, with Bayer remaining the overall leader in GBO terms in 2019.

Betadine Dry offers rapid on-the-go application

Saudi Pharmaceutical Industries & Medical Appliances continued to extend its product range in Saudi Arabia over 2019 with the launch of brand extension, Betadine Dry Powder in topical germicidals/antiseptics. Betadine Dry Powder is the only povidone-iodine dry powder spray currently available in Saudi Arabia and its novelty is attracting consumers looking for fast on-the-go solutions.

Internet retailing starts to grow in 2019

Internet retailing started to show signs of more growth over 2019 as an increasing amount of products are now being sold via internet pharmacies such as al-dawaa.com and nahdionline.

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