This sluggish performance was partly due to the contraction of a number of categories, including antipruritics and haemorrhoid treatments.
The lower incidence of haemorrhoids and skin itching contributed to the declines in antipruritics and haemorrhoid treatments. Total sales of dermatologicals in the local market reached PHP2.1 billion in 2014.
Johnson & Johnson (Philippines) maintained its lead in dermatologicals in 2014, with a value share of 25%. Its Nizoral brand benefits from its established image and positioning through advertising campaigns. Thus, despite its inactivity in 2014, the company was able to maintain the loyalty of consumers.
Growth in dermatologicals is expected to remain sluggish in the forecast period, with a value CAGR of 1% at constant 2014 prices. The consumption of dermatologicals could be limited by Filipinos’ higher spending on beauty and personal care products, which are deemed to give the same benefits as dermatologicals.
The higher usage of germicidal/antibacterial soap, liquid soap, feminine wash and anti-dandruff shampoos will undermine the growth of dermatologicals. The lower prices of beauty and personal care products, coupled with manufacturers’ investment in aggressive promotional campaigns, could be detrimental to the category.
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