Current value growth of dermatologicals in 2020 is being driven by rising unit prices, which, alongside compensated inflation growth, are increasing as a result of the reducing share of cheap generics as consumers increasingly prioritise efficiency over price. However, in volume terms, the category will witness decreases in 2020 as consumers economise due to the economic uncertainty generated by the COVID-19 pandemic, with many Ukrainians turning to traditional remedies (for example, using vinegar to treat fungal conditions).
Some dermatologicals categories, such as haemorrhoid treatments, vaginal antifungals and antiparasitics/lice (head and body) treatments, still carry a stigma despite consistently being the largest categories over the review period. The taboo surrounding them however is decreasing as manufacturers have invested heavily in television advertisement campaigns.
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 2020.
Over the forecast period, the topical antifungals, haemorrhoid treatments and vaginal antifungals are expected to generate the bulk of value sales in dermatologicals. Traditional methods of treating dermatological problems, such as washes with herbal solutions, are rapidly losing favour, as consumers consider OTC products a more convenient and efficient option.
As consumers’ incomes increase, following the recovery of the economy, it is expected that there will be more interest in branded dermatologicals as consumers will place more weight on efficacy in their purchasing decision than price. 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.
Another factor set to drive demand for dermatologicals in Ukraine over the forecast period 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 group over the forecast period.
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Understand the latest market trends and future growth opportunities for the Medicated Skin Care industry in Ukraine with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Medicated Skin Care research and analysis database.
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