Greater access to information online is making it easier for consumers to research symptoms, with this trend having been heavily supported by the widening ownership of smartphones. As a result, consumers who were previously embarrassed to discuss symptoms in public are now more comfortable asking for OTC dermatologicals such as haemorrhoid treatments, vaginal antifungals and antiparasitics/lice (head and body) treatments.
Dermatologicals is expected to record a slightly weaker performance over the forecast period when compared to the review period with this projection based on a combination of factors. Consumers are under increasing financial pressure and are cutting back on non-essential items.
Topical antifungals is by far the largest category of dermatologicals and it is expected to see a similar performance to the one recorded over the review period with well-known brands such as Lamisil helping to sustain growth. These products are used to treat dermatophytosis which is a common ailment in South Africa that affects the skin and nails and is one which consumers are keen to treat as soon as it arises as it can produce an unsightly rash as well as sore skin.
Four of the leading five players in dermatologicals in 2018 are international companies. However, the category remains highly fragmented, with no one player holding a double-digit value share.
In such a highly fragmented category, small players account for a significant share of overall value sales. These companies often do not have large marketing budgets but their success can in part be explained by the fact that doctors and pharmacists recommend their products, which are available in different channels.
Sanofi-Aventis’ Phenergan benefits from being a well-known and trusted brand with it being widely recommended by pharmacists. With rising awareness and incidence of allergies this has helped the brand to grow with it seen as one of the most effective treatments.
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This industry report originates from Passport, our Consumer Health market research database.