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United States dermatologicals market: McNeil the leading industry player during 2012
Dermatologicals in the US - a new market research report on 2014-03-14 23:05:01
Spared from the manufacturing tumult in its other OTC divisions, dermatologicals surpassed struggling analgesics to become McNeil´s highest value OTC category in 2012, comprising 28% of the company´s total OTC sales. McNeil also retained its dominant position in dermatologicals, with value share of 15%. While this is rare good news for McNeil in the context of its consumer health business as a whole, it is not the complete picture within dermatologicals. The company´s share has incrementally declined since 2009. McNeil has faced strong pressure from branded competitors such as Sanofi and Merck, as well as private label. In addition, high cost brands like Rogaine are decreasing in sales.

After cough, cold and allergy (hay fever) remedies, analgesics, and digestive remedies, dermatologicals is the fourth most lucrative consumer health category in the US, accounting for 13% share of OTC value sales in 2012. Unlike these other categories, however, dermatologicals was mostly unaffected by the recalls and manufacturing issues that caused such dramatic changes in other areas of OTC. Amidst the initial raft of McNeil recalls, the only dermatological product that faced a gap in supply was minor medicated shampoo brand Nizoral, which, according to global brand owner Johnson & Johnson, was actually the result of a transfer in manufacturing facilities, rather than the shutdown of the Fort Washington plant and related production problems.

The Novartis recalls, meanwhile, did include topical antifungal brand Lamisil, which dropped half a percentage point to hold 1% value share in dermatologicals in 2012, but the overall impact of the recall was muted. Topical antifungals had a turbulent journey throughout the review period, and Novartis also enlisted contract manufacturers to return Lamisil, along with a few other OTC brands, to store shelves starting in October 2012. With new product development rather slow in the category as well, dermatologicals in 2012 mostly showed little deviation from historical trends.

Dermatologicals is a rather mature category with few groundbreaking prospects for growth. New player Valeant is likely to devote strong marketing support to its newly acquired Cortaid and Caladryl brands, which could eventually lead to stronger competition within antipruritics, but with little organisational knowledge of US consumer health, the company will have difficulty mounting an immediate challenge to entrenched stalwarts. Meanwhile, historical trends in dermatologicals are not expected to vary widely, with moderate growth in hair loss treatments balancing out moderate declines in medicated shampoos, resulting in overall stagnant growth for dermatologicals.

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