In 2020, dermatologicals is still experiencing strong rises in demand as the disruption of COVID-19 and the resulting lockdown have had limited effects on sales. Indeed, only a few categories within dermatologicals are showing adverse rates such as antiparasitics/lice (head and body) treatments, with the latter influenced negatively by schools being closed and therefore incidents of head lice being much fewer.
The dermatologicals category has grown strongly in recent years thanks to increasing awareness of the availability of effective products to treat such problems. Growing awareness of child care issues among Turkish parents as a result of improved education has positively affected the performance of paediatric dermatologicals and nappy (diaper) rash treatments.
With its strong presence in high-growth categories paediatric dermatologicals and nappy (diaper) rash treatments, Laboratoires Expanscience SA is gaining considerable value share overall in 2020 and is poised to jump from seventh to third in the rankings by the end of the year. While Bayer and Adeka Ilac Sanayi Ltd Sti still lead the category, their value shares continue to be eroded by such smaller competitors introducing new products.
Although antipruritics is poised for a fairly strong volume decline in 2021 (and throughout the forecast period with sales being niche and distribution still limited), all other categories of dermatologicals should record volume growth in 2021, including antiparasitics/lice (head and body) treatments pending no further COVID-19-related school closures. Hair loss treatments, having experienced a slight dip in 2020, is also projected to return to bounce back as its consumer base, having cut back on the products to focus more on household essentials amid the pandemic, will return to normal purchasing behaviour.
Paediatric dermatologicals is predicted to post the strongest current value and volume growth over the forecast period. Its good performance will be due to increasing attention paid by Turkish parents to children’s health.
New product development is likely to intensify in the forecast period as competition heats up in this fast-growing category. Bayer has recently introduced Bepanthol Anti-Scar Gel and will hope it helps maintain the company’s leadership in dermatologicals.
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