Dermatologicals in the Philippines

PROSPECTS

Consumers are comfortable inquiring about and purchasing most dermatologicals but still feel embarrassment and stigma about some types

Dermatologicals continued to achieve healthy sales growth in the Philippines in 2019. Air pollution and hotter weather in the country contribute to the incidence of some skin conditions that consumers often choose to address with OTC treatments.

High birth rate promises opportunity for paediatric dermatologicals

The Philippines has become an attractive market for players to invest in due to its high birth rate compared to other countries within the ASEAN region. Among all the areas to invest in, the country offers an interesting opportunity for players specialising in dermatologicals, as this field has historically seen products for children being mainly limited to nappy (diaper) rash treatments.

Greater consumer knowledge of eczema supports sales of antipruritics

Demand for antipruritics continues to rise due to consumers becoming more aware of eczema. Social media, global influence, health advocates and brand campaigns have led to better consumer knowledge of this skin condition.

COMPETITIVE LANDSCAPE

Great changes seen in company shares due to GSK and Pfizer’s joint venture

On 1 August 2019, GlaxoSmithKline Plc (GSK) and Pfizer Inc completed the formation of their joint venture, combining their consumer healthcare businesses. This has created, under the GSK name, a global leading player in OTC products which holds first or second place in key geographies, including the US and China.

Filipinos’ image consciousness helps Novuhair retain its dominance of hair loss treatments

Local brand Novuhair from Nutramedica Inc was second in dermatologicals in 2019 but continued to dominate value sales of hair loss treatments. Novuhair is a popular and strong brand name which benefits from dynamic marketing activity and a wide distribution network.

Bayer sees a strong performance due to marketing Elica as suitable for children

In 2019, Bayer Philippines Inc continued to see strong growth in value sales and increased its value share due to the strong performance of its Elica brand in antipruritics. The company has invested significantly in marketing Elica as being suitable for children, recognising the great opportunity for growth due to the high birth rate in the Philippines.

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