COVID-19 raised US consumers’ prioritisation of wellness and preventative health, resulting in stocking up in various OTC categories, which lasted through the second and third quarters of 2020. However, this was seen to a much lesser extent in dermatologicals than in other categories.
Hair loss treatments in the US saw above-average growth within dermatologicals in 2020, and this is expected to continue in 2021. Although more time spent at home, self-pampering hair routines and hair loss as a negative effect of COVID-19 have helped drive up sales of hair loss treatments during the pandemic, the category has also been flourishing due to the convergence of health and beauty concepts and a renewed focus on digital health and telemedicine; an approach that the most successful direct-to-consumer brands, such as Hims and Hers, Keeps and Roman, have embraced.
New product launches in dermatologicals have emphasised improved efficacy and convenience over the previous offerings. Dr Scholl’s launched Freeze Away Max Wart Remover, which is considered the first OTC wart remover to harness direct freeze technology by spraying a precise dosage of cooling agent directly onto the wart (in contrast to competitors, that employ an indirect freezing approach through an applicator).
In 2021, medicated shampoos is set to rebound from the decline in seen in 2020. In 2020, social pressure to treat psoriasis, seborrhoea or serious dandruff was relieved due to home seclusion.
More frequent hand washing, a greater focus on self-care, the rising incidence of eczema, and the COVID-19-driven rise of consumer trust in dermo-positioned brands with medical heritage (due in part to social media, specifically TikTok) led to increased demand for antipruritics in 2020, and this is set to continue in 2021. The growing focus on treating eczema amongst US consumers provides much potential for the category through untapped opportunities, such as eczema treatments with “natural” formulations, and is part of a growing trend amongst US consumers to focus on skin health.
Drugstores/parapharmacies remains the most important distribution channel for dermatologicals and is set to account for just under half of all value sales in 2021. The channel’s 2021 growth is expected to exceed its growth in 2020, due to the return of consumers to in-store shopping and the strong established presence of dermatologicals in this channel.
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Medicated Skin Care
This report originates from Passport, our Medicated Skin Care research and analysis database.
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