Page 39 - P4403.14-V106 July OTC Magazine NI 2025
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MEDICATED SKIN / SKINCARE  39
 Medicated Skin: Branded Value Shares & Branded  Range Recommendations


 Sales Growth



 Branded Value Share £ L12wks                                                    P Meds


 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  Itch Relief  Itch Relief
 the last 12wks1 -  Total Healthcare Sales £ +3.3% YOY in L12wks.


 Oilatum
 Cetraben  3.5%
 8.5%
                                        Brand Blocks                     Medicated Shampoo
 Epaderm  E45
 5.8%  27.5%


 Eurax
 4.4%


 Eumovate                                  Oilatum                       Children & Baby
 4.7%

 Childs Farm
 3.3%


 Own Label
 6.7%
                                        Brand Blocks
 Aveeno  Other
 8.1%  27.6%


 Branded Value Sales % Growth and Decline L12wks

 Eurax +5.2% and Cetraben +11.9% sales in L12wks ahead of E45 growth at 6.3%   Aveeno


 Own Label  53  Itch Relief Section:                                P Meds:
                Itch relief products over trade in pharmacy (likely  Put P meds on fixture (in a perspex box) to
 Childs Farm  -2  bought alongside prescription). Merchandise all   encourage shoppers to trade up to bigger

                itch relief together and highlight on shelf to give  packs/more efficacious products.
 Oilatum  -0
                stand out to this category.
 Eumovate  -15                                                      Medicated Shampoo:
                Brand Blocks:                                       Ideally, medicated shampoos would be
 Eurax  5       Create brand blocks where possible to grow          merchandised with the rest of haircare as this is
                basket size and encourage shoppers to buy across    where shoppers expect to find them. However if
 Epaderm  -5    the range. Shoppers are loyal to the brand they     they sit with medicated skincare group, then
                have been prescribed if it works for them.          have shampoos together.
 Cetraben  12
                                                                    Children & Baby:
 Aveeno  14     Oilatum:                                            Parents looking for child-specific products, ensure
                Oilatum’s growth is consistent across medicated     baby/kids are represented on the fixture and group
 E45  6         skin . Ensure it is well represented on fixture.    together.
 -20  0 0  20  40  60
                                                                    Aveeno:
                                                                    Aveeno straddles both medicated and everyday
                                                                    skincare, sit close to everyday skincare

 Source: Circana Total Market EPOS L12wks to 29th March

                                                                                                                 09/06/2025   16:27:33
         P4403.14-V106 July OTC Magazine 2025 NI.indd   39                                                       09/06/2025   16:27:33
         P4403.14-V106 July OTC Magazine 2025 NI.indd   39
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