Dermatologicals in the Philippines

PROSPECTS

Paediatric dermatologicals is a possible growth opportunity

The success story of the Elica brand in recent years, through its marketing as being suitable for children, reflects an interesting opportunity for dermatologicals. Over the years, companies have provided dermatologicals for children only in nappy (diaper) rash treatments, and might be missing an opportunity to take advantage of other categories.

Stigma for some dermatologicals, but room for growth

Although lifestyle trends tend to be gearing towards consumer sophistication, the negative connotations of dermatologicals remains an issue both for consumers and brands; especially for haemorrhoid treatments and vaginal antifungals. Other dermatologicals, such as medicated shampoos, hair loss treatments, nappy (diaper) rash treatments, antipruritics, topical germicidals/antiseptics and even antiparasitics/lice (head and body) treatments can easily be accessed through various channels, such as the shelves of drugstores/parapharmacies and chemists/pharmacies, online retailing and even in supermarkets.

Higher awareness of eczema and proactive parents boost the growth of antipruritics

Increasing awareness through channels such as social media, global influence and brand campaigns led to the growing sophistication of consumers. The launch of Elica’s new brand positioning led young parents to be on the lookout for the symptoms of eczema in their children at an earlier stage.

COMPETITIVE LANDSCAPE

The leading brand in dermatologicals is local brand Novuhair from Nutramedica

Nutramedica’s leading brand Novuhair benefited from the rising demand for hair loss treatments. With the increased sophistication of consumers came growing image-consciousness, irrespective of age, gender or income.

Johnson & Johnson (Philippines) leads dermatologicals

Johnson & Johnson (Philippines) continued to lead dermatologicals in value terms in 2018. Its Nizoral and Trosyd brands remained second and third and maintained double-digit value shares.

Opportunities for companies in haemorrhoid treatments and vaginal antifungals

Within dermatologicals, sales of haemorrhoid treatments and vaginal antifungals are hampered by the stigma they carry. However, with the strong influence of social media, information on such sensitive products can easily be relayed without making it awkward for the consumer or messenger.

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