COVID-19 will not have a significant impact on growth in value sales of dermatologicals in Serbia during 2020. Value sales growth had already slowest to its lowest level in many years during 2019, due in large part to deteriorating economic conditions, and its growth rate will be unchanged in 2020.
Due to the dominance of its Nivea Baby brand in nappy (diaper) rash treatments and, to a lesser extent, the enduring popularity of its Eucerin brand, Beiersdorf (Serbia) doo remains the leader in dermatologicals. It provides strong marketing support for both of these brands, which also enjoy widespread distribution.
Despite the stigma attached to their use, growth in value sales of topical and vaginal antifungals and antipruritics will remain robust in 2020. Ultimately, most consumers care more about their health than the perceptions or prejudices of others.
The level of concentration in dermatologicals will continue to rise over the forecast period, with “other” i.e.
While private label remains negligible in dermatologicals, this may charge over the forecast period, as Lilly Drogerie is starting to launch such products, including hair loss treatments, nappy (diaper) rash treatments and paediatric dermatologicals. Its main rival in the drugstore/parapharmacy channel, dm-Drogerie Markt, could also launch such products.
Product availability has been an issue in Serbia, where some types of dermatologicals can be hard to find. While chemists/pharmacies continues to dominate the distribution of dermatologicals, supermarkets and hypermarkets are gradually increasing their value shares as they expand and stock more of these products.
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Understand the latest market trends and future growth opportunities for the Medicated Skin Care industry in Serbia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Medicated Skin Care research and analysis database.
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