Page 72 - P4403.14-V106 July OTC Magazine 2025

72 MEDICATED SKIN / SKINCARE

Why is Medicated Skin Important? Medicated Skin: Branded Value Shares & Branded

Sales Growth

High levels of sufferers but low levels of confidence in treating
Branded Value Share £ L12wks
7 in 10 adults and 9 in 10 children are diagnosed by a HCP at some stage, however

almost half of adults with a mild condition never seek HCP diagnosis. (1) Medicated Skin growing faster than total health
The total category is worth £103m and growing value at +7.4% and units at +5.3% in
70% people stated they would be confident in dealing with a cold, but only 18% in the last 12wks1 - Total Healthcare Sales £ +3.3% YOY in L12wks.
dealing with Mild Eczema, Psoriasis and dermatitis. (2)
Oilatum
Atopic dermatitis is the most common form of eczema, affecting up to 15-20% of Cetraben 3.5%
8.5%
children by the age of 7. (3)
Epaderm E45
5.8% 27.5%
Although atopic dermatitis is often not recognised as a serious medical condition,
it can have a significant, negative impact on the quality of life for affected children Eurax
and their parents and carers, and adults. 4.4%

Eumovate
4.7%

Childs Farm
Damage to the skin’s natural barrier: Stratum Trans Epidermal 3.3%
Corneum Water Loss (TEWL)
Transepidermal water loss (TEWL) occurs when Own Label
the skin’s natural barrier is damaged, allowing Irritants & 6.7%
Allergens
excess moisture to evaporate from the skin Aveeno Other
surface (stratum corneum)., resulting in dry, 8.1% 27.6%
dehydrated skin. Epidermis
Irritants and allergens can penetrate the skin, Branded Value Sales % Growth and Decline L12wks

invoking an immune response that causes
irritation and itching. Frequent scratching Dermis Eurax +5.2% and Cetraben +11.9% sales in L12wks ahead of E45 growth at 6.3%
further damages the skin, causing an itch- Own Label
scratch-itch cycle of damage. 53
Childs Farm -2

Irritants & Allergens Oilatum -0
Emollients:
Eumovate -15
Emollients keep water in and irritants out. They
prevent TEWL by providing a protective layer Eurax 5
over the skin surface (stratum corneum). Emollient Epaderm -5
Layer
The water trapped under the emollient layer
passes back into the skin cells, which swell and Water Cetraben 12

restore the skin barrier. Aveeno 14
When used correctly, emollients can greatly
reduce the symptoms of atopic eczema. E45 6
-20 0 0 20 40 60

1) T&R Specialist Skin Category Strategy 2021
2) Yonder online Omnibus survey for Thornton & Ross, fieldwork conducted 22-23 June 2024, sample 2,108
3) Simpson C, Newton J, Hippisley-Cox J, Sheikh A. Trends in the epidemiology and prescribing of medication for eczema in England. Source: Circana Total Market EPOS L12wks to 29th March

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P4403.14-V106 July OTC Magazine 2025.indd 72 09/06/2025 15:08:19