"Dermatologicals in Belgium" Published

Dermatologicals encountered difficulties again in 2012; this was the result of a combination of negative factors. First, one of its brands which previously drove growth, Dettol from Reckitt Benckiser, collapsed. Then, sales seemed to be directly hit by the economic crisis and consumers subsequently watching their budgets more closely. As many products in dermatologicals are not considered crucial by consumers, or face competition from reimbursed Rx products, this hampered self-medication in this category in 2012.

Competitive Landscape

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The top five players in dermatologicals accounted for almost half of overall value sales in 2012. With a 15% value share, Janssen-Cilag (owned by Johnson & Johnson) was ahead of Leo Pharmaceutical Products and Reckitt Benckiser. The Daktarin umbrella brand in antifungals, and Nizoral, which leads medicated shampoos, enabled Janssen-Cilag to maintain its lead in dermatologicals in 2012. Although the company admitted that dermatologicals had not been a priority at the beginning of review period, it consolidated its leading position in recent years thanks to its frequent support for Daktarin Spray in the press and on television, as well as with displays and point-of-sale materials. The Daktarin umbrella brand also benefited from the slowdown of Novartis's Lamisil - its main competitor. This brand was successful during the review period, but nonetheless suffered from strong internal cannibalisation by each new brand variant, and the absence of promotional support during the second half of the review period.

Industry Prospects

Opinions differ regarding the projected fortunes of dermatologicals in the coming years. On the one hand, some categories are sufficiently small that one key launch or the success of one brand could temporarily buoy overall dermatologicals. In addition, consumers want to take greater care of their bodies, and, due to continuous information campaigns, an increasing number of potential consumers will become aware of issues related to the skin. On the other hand, the fragile recovery of consumers' purchasing power and the limited marketing resources of some manufacturers are expected to discourage innovation in the short term.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Medicated Skin Care industry in Belgium with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Medicated Skin Care industry in Belgium, our research will save you time and money while empowering you to make informed, profitable decisions.



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