The strong and long-lasting stigma surrounding products like antipruritics, antiparasitics/lice (head and body) treatments and, especially, antifungals, is slowly fading. As a result, these categories continue to see positive retail volume and current value growth in 2019.
Despite the stigma, antifungals (topical and vaginal) represents a major area of dermatologicals in 2019. This is because most consumers ultimately care more about their health than the perceptions or prejudices of other people.
Product availability has been an issue in Serbia, with only a few channels stocking dermatologicals, especially certain types. While chemists/pharmacies continues to dominate the distribution of dermatologicals, supermarkets and hypermarkets are increasing their value shares gradually, as availability improves in these channels.
The top 10 companies, indeed all significant players, in dermatologicals in Serbia are seeing current value sales growth in 2019. However, there were marginal up or down share movements for some due to stronger competition.
The German company Beiersdorf retains its leading position in dermatologicals in 2019, due to the popularity of the leading brand Nivea Baby and stability of Eucerin. The company provides strong marketing support for the two brands, which also enjoy widespread distribution.
Aside from offerings by large cosmetics producers, such as Mixa by L'Oréal Balkan and Nivea Baby by Beiersdorf (Serbia), dermatologicals brands see very poor marketing support. This activity is mostly limited to point-of-sale banners and posters in chemists/pharmacies.
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This industry report originates from Passport, our Consumer Health market research database.