The performance of dermatologicals in 2014, which saw value sales increase by 7%, was attributable to the fact that the category is recovering from the acute declines recorded in the recent past, as well as to the wave of switches that took place during 2014, enlarging considerably the list of OTC dermatologicals – for instance, antipruritics, which had been exclusively Rx, switched to OTC in 2014. In addition, certain dermatologicals, such as antiparasitics/lice (head and body) treatments and topical allergy remedies/antihistamines, benefited as seasonal demand was high.
Johnson & Johnson Hellas SA continued to lead dermatologicals in Greece during 2014, with a retail value share of 35%. The company’s strong position in dermatologicals was attributable mainly to the strength of its brands Regaine in hair loss treatments, Daktarin in topical antifungals and Johnson’s Baby and Penaten in nappy (diaper) rash treatments. The company also leads in medicated shampoos, with its Fungoral brand.
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Sales of dermatologicals are expected to increase moderately over the forecast period, with no dramatic developments expected.
Dermatologicals is expected to increase in constant value at a CAGR of 4% between 2004 and 2008, with value for money likely to be the key trend in the category, as Greek consumers are set to remain very price sensitive, although not excessively so, as quality and efficacy remain the leading determinants of the purchasing decision in dermatologicals.
The wave of recent switches opens up a whole new area for companies, which will now be able to advertise and promote their previously Rx products. Anticipated unit price increases after the January 2017 price liberalisation will contribute to value growth.
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