Dermatologicals in the Netherlands

PROSPECTS

Marginal shift towards premiumisation supporting value growth

While dermatologicals overall continued to record only moderate current value growth in 2019, rising disposable incomes led to a marginal shift towards premium products, for which Dutch consumers are increasingly willing to pay if they perceive them to offer superior efficacy. This was evident within nappy (diaper) rash treatments, with major household names such as Sudocrem and Zwitsal Zinkzalf coming under pressure from more specialist brands such as Bepanthen and Balneum, leading to an increase in the unit price in 2019.

Research claims that increasing cases of certain skin conditions are linked to over-sanitised conditions

The growing number of Dutch people that suffer from either minor or more severe skin diseases is believed by experts to be linked to the fact that greater hygiene levels are leading to more sanitary conditions, leaving consumers suffering from over-sensitive skin as they lack exposure to bacteria and dirt. In September 2018, research by the Dutch National Statistics Office in conjunction with a Dutch organisation for patients with skin diseases such as chronic eczema and psoriasis, published research that showed a dramatic increase in the number of patients afflicted by these conditions between 2001 and 2017.

Vaginal antifungals continues to record strong performance with greater awareness of treatment

Dermatologicals in the Netherlands is a relatively mature category, with demand for certain product types experiencing saturation, and apart from some further potential for premiumisation offers few growth opportunities. However, the niche of vaginal antifungals continued to record the strongest performance in both retail volume and current value terms.

COMPETITIVE LANDSCAPE

GSK Consumer Healthcare gains leadership of dermatologicals

GSK Consumer Healthcare gained leadership of dermatologicals in 2019 from Bayer Consumer Care, due to taking over the distribution of all Pfizer Inc’s brands. This included Preparation H, and Resdan (under medicated shampoos) with the latter originally distributed by Remark Pharma BV which led to its strong loss of share.

Hansaplast has strong first year of sales in topical germicidals/antiseptics

Beiersdorf NV made a successful entry to dermatologicals through its topical germicidals/antiseptics brand Hansaplast, with dynamic current value growth for its first full year of sales in 2019. The company launched the product as an addition to its well-known range of sticking plasters/adhesive bandages in which it offers its spray format.

Low but increasing value share for private label but most consumers remain brand loyal

Private label held a low but increasing presence within dermatologicals in 2019, with Kruidvat the most notable name. The category continues to enjoy high brand equity due to consumers’ perceived importance of having healthy unblemished skin.

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