Dermatologicals in Singapore

PROSPECTS

Beauty and personal care offers competition to dermatologicals

A significant number of Singaporeans suffer from dry or sensitive skin due to environmental issues and stressful lifestyles. Although some consumers turn to dermatologicals to help address these problems, others are increasingly turning to skin care brands located under beauty and personal care.

Greater marketing efforts and medical recommendations will help consumers to differentiate dermatologicals from non-OTC products

Environmental factors are driving the appearance of certain dermatological issues such as fungal infections or rashes. The key to successfully promoting products that address these issues such as topical antifungals, is medical or expert recommendations.

Slowing demand for nappy (diaper) rash treatments with parents increasingly influenced to search for more natural solutions

Nappy (diaper) rash treatments continued to record positive but waning demand in line with falling birth rates in Singapore. The category remains a niche in value terms as local parents are extremely cautious about what products they use on their babies, placing great emphasis on safety and efficacy.

COMPETITIVE LANDSCAPE

Wide product portfolio and aggressive marketing consolidate leadership for Johnson & Johnson

Johnson & Johnson Pte Ltd retained its convincing lead of dermatologicals in 2019, benefiting from a wide portfolio of popular brands across the category including Nizoral Shampoo, Daktarin in topical antifungals, Desitin in nappy (diaper) rash treatments, and Savlon in topical germicidals/antiseptics. The brands continue to benefit from consistent promotion and advertising, in addition to wide distribution through the most popular channels of drugstores/parapharmacies and chemists/pharmacies.

Hair loss treatments attract consumers with twin pack offers

Leading brands of hair loss treatments, Regaine from Johnson & Johnson and Growell from ICM Pharma Pte Ltd, adopted the strategy of offering twin packs of their products to increase volume sales. Regaine targets both men and women who suffer from hair loss, with its Scalp Foam or Regaine Extra Strength Solution.

Strong performances in topical germicidals/antiseptics

Betadine from Mundipharma Pharmaceuticals Ltd continued to make strong share gains within topical germicidals/antiseptics in 2019, benefiting from interesting marketing activities over the review period including collaborating with Changi Airport as the first brand to enjoy exclusive advertising in Terminal 4. Strategies such as this help the brand to increase awareness and generate brand loyalty.

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