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.
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.
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.
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.
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.
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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This industry report originates from Passport, our Consumer Health market research database.