Page 38 - P4403.14-V106 July OTC Magazine NI 2025
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38 MEDICATED SKIN / SKINCARE
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
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