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Dermatologicals in Poland

Poland dermatologicals market: Johnson & Johnson the leading player with 14% value share

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2014-03-14 22:45:02 - Dermatologicals in Poland - a new market research report on

Johnson & Johnson Poland Sp zoo led the Poland dermatologicals market in 2012, with a retail value share of 14%. Its Nizoral brand was the leader in medicated shampoos with a 49% value share, whilst its Daktarin brand accounted for 35% of value sales and was the leader in topical antifungals in 2012. These brands are well known and widely appreciated for their effectiveness. In addition, they are widely available and are supported with regular advertising, which also contributes to the company´s strong sales performance.

The dermatologicals environment is benefiting from the fact that Polish consumers feel increasingly confident whilst treating various skin problems on their own. Many of them are no longer ashamed whilst suffering from such taboo ailments like



haemorrhoids, vaginal or skin fungal infections, hair loss and lice infections. They want to get rid of the problem as soon as possible; hence they are eager to self-medicate. Nonetheless, the group of consumers being reluctant to buy products addressing these problems over the counter remains significant. Therefore manufacturers continue to strive to change those attitudes by educating consumers about various skin problems and effective ways of treating them.

Dermatologicals in Poland is expected to enjoy rising sales over the forecast period as Poles will likely feel more confident in treating minor skin ailments on their own. Manufacturers will continue to educate consumers about their products and promote them in the mass media, which will also help to expand the consumer base for dermatologicals.

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Mike King
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