Dermatologicals in the US

PROSPECTS

Dermatologicals faces increasing competition from natural alternatives

Although dermatologicals saw a positive performance between 2017 and 2018, gains in some categories were partly offset by losses in others, such as antiparasitics/lice (head and body) treatments, vaginal antifungals and nappy (diaper) rash 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. Whilst 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.

Cold sore treatments and topical germicidals/antiseptics push growth

Even though many categories within dermatologicals saw declines in sales between 2017 and 2018, strong growth in cold sore treatments, topical germicidals/antiseptics and antipruritics in particular pushed the category to an overall positive performance over the year, and from a much greater base in the case of antipruritics. The selected success of some categories within dermatologicals illustrates the key point that whilst many are suffering either due to the competition from natural products or the overlap with the beauty industry, consumer demand remains strong in other categories and will continue to drive sales over the forecast period.

COMPETITIVE LANDSCAPE

Chattem (Sanofi) sees success in antipruritics

Chattem’s antipruritics brands Cortizone and Gold Bond both saw strong value growth in 2018, driven by popularity amongst consumers as an anti-itch and eczema relief brand in the case of Cortizone, and by brand extensions and reformulations in the case of Gold Bond. Both brands have established trust with the consumer base and are considered both safe and efficacious, which contributed to their success in dermatologicals.

Doctor recommendations are key in the success of Neosporin Plus

Neosporin Plus from McNeil Consumer Healthcare (Johnson & Johnson) drove sales in the fragmented category of topical germicidals/antiseptics and easily made up for the sales lost by partner brand Neosporin. The addition of the analgesic pramoxine hydrochloride appealed to consumers looking for antibacterial and pain relief products in combination, particularly when treating the common injuries faced by children and toddlers.

The strong cold and flu season contributes to growth in cold sore treatments

Although most of the impact of the severe cold and flu season of 2017-2018 on consumer health was seen in cough and cold remedies, cold sore treatments also saw notable growth, due to the harsher weather and increased impact of circulating viruses. GSK Consumer Healthcare’s Abreva brand maintained its dominance in cold sore treatments in 2018, as consumers view the brand as synonymous with the condition.

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