Dermatologicals in general were considered less essential than other OTC categories, such as, cold remedies and systemic analgesics for rapid relief from cold symptoms during the pandemic. As a result, the dermatologicals category as a whole dropped into negative growth territory in 2020.
Though Taiwan implemented a soft lockdown and business continued as normal in light of the pandemic, consumers still reduced outdoor activities, and thus experienced fewer insect bites. Furthermore, such products tend to be purchased before travelling, and with worldwide travel bans implemented as a result of COVID-19, demand for such products was significantly reduced in Q1 and Q2 2020.
Demand for topical antifungal products, though affected by COVID-19, remained active in 2020, as Taiwanese consumers continued to go to work as normal. With rising temperatures and business attire, there was continued demand for such products.
Travel resumed in Taiwan in the second half of 2020, underpinned by government subsidies for domestic travel. This renewed demand for topical allergy remedies/antihistamines, which is expected to continue into the forecast period.
Though the topical allergy remedies/antihistamines category was led by Mentholatum, the Una Kowa and Muhi brands both saw value share gains in 2020. These two products entered Taiwan in 2016, and Muhi has managed to achieve top-of-mind positioning in topical allergy remedies due to strong promotional support initiatives targeting outdoor activities.
Summers in Taiwan are becoming hotter and longer every year due to climate change. The average temperature is expected to keep climbing, increasing the incidence of seasonal eczema, especially in the summer months.
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This report originates from Passport, our Medicated Skin Care research and analysis database.
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