Dermatologicals in the US

PROSPECTS

Dermatologicals faces increasing competition from natural alternatives

Although dermatologicals saw positive performance between 2018 and 2019, gains in some subcategories were partly offset by losses in others, such as medicated shampoos, hair loss treatments, and antiparasitics/lice (head and body) treatments. Within antiparasitics/lice treatments, parents are eschewing medication-based treatments for either natural, herbal solutions or private businesses that specialise in lice removal in the home.

A shift towards prevention leads to an overlap with beauty and personal care

One of the most important trends driving sales across several consumer goods categories in the US is consumers’ interest in prevention. While in the past, consumers were content to treat specific health problems with OTC remedies as they occurred, they are now more interested in preventing such problems before they occur.

Topical allergy remedies (antihistamines) and nappy (diaper) rash treatments push growth

Even though many categories within dermatologicals saw declines in sales between 2018 and 2019, strong growth in topical allergy remedies (antihistamines) and nappy (diaper) rash treatments pushed the category to overall positive performance over the year. The selected success of some subcategories within dermatologicals illustrates the key point that while many are suffering either due to the competition from natural products or the overlap with the beauty industry, consumer demand remains strong in other subcategories and will continue to drive sales over the forecast period to 2024.

COMPETITIVE LANDSCAPE

Benadryl (Johnson & Johnson) continues its dominance in topical allergy remedies (antihistamines)

Benadryl (Johnson & Johnson) continues to be essentially synonymous with itch relief in the US, capitalising on long-time consumer familiarity and trust when it comes to common skin irritations such as mosquito bites, poison ivy, and other topical rashes. Though natural alternatives have appeared on the market to a certain extent, Benadryl still holds a strong place in the market for these products with a dominant share in 2019.

Aquaphor Baby (Beiersdorf Inc) leads competition in nappy (diaper) rash treatments

Nappy (diaper) rash treatments saw healthy growth in the US between 2018 and 2019, driven by strong performances from Aquaphor Baby (Beiersdorf Inc) and Boudreaux’s Butt Paste (Prestige Brands). Even as consumers look for natural solutions to their health concerns, this trend is amplified when it comes to children and even more so when it comes to infants and babies.

Monistat (Prestige Brands) reverses category decline of vaginal antifungals

Monistat from Prestige Brands has been enjoying a brand resurgence in recent years, based on reliability and trust among female consumers and brand extensions into new areas of health such as chafing discomfort with Monistat Chafing Relief Powder Gel. Monistat sub-brands 1, 3 and 7 all saw growth between 2018 and 2019, driving category growth into positive numbers after a disappointing sales year between 2017 and 2018.

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