Dermatologicals recorded positive current value growth, with ongoing demand for a number of products including medicated shampoos, antiparasitics/lice (head and body) treatments, and haemorrhoid treatments. Antiparasitics/lice (head and body) treatments is supported by the rising incidence of head lice during the past decade, mainly experienced by children between 3-11 years.
Demand for antipruritics stabilised after several years of low decline, supported by cases of atopic eczema which are increasing amongst younger Swedes, affecting approximately 20% of children. The inflammation caused by dermatitis can be treated with mild cortisone products and prevented with other antipruritic creams.
Demand for OTC nappy (diaper) rash treatments continued to decline as Swedish parents become increasingly concerned about the types of paediatric products that they use on young children. This has led to premiumisation in paediatric products with parents increasingly turning towards natural and organic products, further hampering the growth of nappy (diaper) rash treatments and paediatric dermatologicals in 2019.
Trimb Healthcare retained its leadership of overall dermatologicals in 2019 due to the strong positions of its antipruritics brands Hydrokortison CCS and Propyless. In the current state of dermatologicals, with a low level of product innovation and few new entries, the main way to increase share is acquisition, a strategy the player followed over the review period.
Competition remained intense in the highly fragmented landscape of antiparasitics/lice (head and body) treatments, where the share of “others” is high, although marginally declining. While Paranix from Perrigo Sverige AB retained its leadership, Meda’s Linicin moved up into second position gaining strong value share from rival Hedrin (Mundipharma) and recording another year of impressive current value growth.
Premium skin care brands such as La Roche-Posay are blurring the boundaries with some dermatologicals, offering competition outside of the category, particularly as these products are finding their way into pharmacies in Sweden, which increases consumer acceptance of these products and also further exacerbates the competition with dermatologicals. While pharmacists still recommend OTC dermatologicals to treat serious medical problems, products such as La Roche-Posay’s gentle body wash Lipikar Syndet AP+ or its emollient Lipikar Baume AP+ are marketed as being suitable to address very dry skin problems including eczema, which may attract some consumers who read online reviews or brands’ websites.
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