Despite recent growth in popularity, healthy lifestyles have not yet become the norm for many Ukrainians. Sedentary lifestyles, obesity, the wide use of household chemicals and stress are leading to increased incidences of skin conditions such as haemorrhoids, eczema and rashes.
Some dermatologicals categories, such as haemorrhoid treatments, vaginal antifungals and antiparasitics/lice (head and body) treatments, still carry a stigma. Manufacturers attempt to attract consumers to such products through wider public coverage.
Another factor driving demand for dermatologicals in Ukraine is the ageing population. Whilst the overall consumer base is set to decline due to the falling population, the share of people aged 65+ is expected to increase, which will lead to growth of around half a million in the number of people in this age groups over the next five years.
Foreign companies fare particularly well in dermatologicals in Ukraine, appealing to consumers with their wide assortments of branded medicines. Multinationals Bayer (Relief, Bepanthen and Canesten), Sandoz Ukraine (Exoderil and Acick) and GSK Consumer Healthcare (Lamisil, Zovirax, Clotrimazol and Fenistil Gel) together accounted for between and third and half of retail value sales in dermatologicals in 2019.
Dermatologicals is very much a brand-led category, with the exception of topical germicidals/antiseptics, in which cheap generics such as iodine and viride nitens solution are common. Local brands tend to focus on offering efficient but cheap generics with a long history of use, such as clotrimazole, which remains popular.
Unlike generics, brands usually offer a wide product assortment, with a range of formats from which to choose, to offer convenience to consumers and bring greater profits. For example, within topical antifungals, the spray format was a recent trend.
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This industry report originates from Passport, our Consumer Health market research database.