Dermatologicals in the United Arab Emirates

2020 IMPACT

Consumers spending less attention on their appearance due to home confinement during lockdown but some dermatologicals are still deemed essential

Traditionally, the United Arab Emirates is a very image-conscious society where many citizens have become increasingly focused on their appearance, driven in part by the selfie culture and social media, but also driven by a corporate culture of looking one’s best in the workplace. This trend has led to consumers paying greater attention to their skin and hair, encouraging dedicated skin care routines, a greater focus on their diet and other factors such as sun exposure.

Price sensitivity emerges as a result of lockdown

Consumers living in the United Arab Emirates traditionally opt for efficacy over price as cheaper alternatives often do not contain the same active ingredients as leading brands, and therefore many consumers perceive them as being less effective, which also explains the low value share of herbal/traditional products in this category compared to other areas of consumer health. However, growing price sensitivity due to the emergence of the pandemic and subsequent lockdown measures which have resulted in decreasing disposable incomes is leading a greater push towards value for money.

International brands benefit from greater consumer awareness but smaller players offering greater affordability gain ground

Despite greater share gain and a predicted stronger value growth performance for smaller, cheaper dermatologicals during the pandemic due to increased price sensitivity, major players are likely to retain their overall leadership in 2020 and moving forward past the pandemic. For example, Bayer Middle East FZE had continued to gradually gain value share within dermatologicals towards the end of the review period due to strong consumer trust in its brands Priorin and Canesten in hair loss treatments and topical antifungals, respectively.

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