Cosmetics as a product group of the Russian pharmaceutical market: competition and level of dominance analysis
Objective: Analysis of competition and the level of dominance in the cosmetics market within pharmacy sales, identification of trends in three key segments: selective, mass market and active (medicinal) cosmetics.Material and methods. The materials used were the annual reports on the Russian pharmac...
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IRBIS LLC
2023-09-01
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| Series: | Фармакоэкономика |
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| Online Access: | https://www.pharmacoeconomics.ru/jour/article/view/1203 |
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| author | N. I. Markov L. S. Treshchetkina |
| author_facet | N. I. Markov L. S. Treshchetkina |
| author_sort | N. I. Markov |
| collection | DOAJ |
| description | Objective: Analysis of competition and the level of dominance in the cosmetics market within pharmacy sales, identification of trends in three key segments: selective, mass market and active (medicinal) cosmetics.Material and methods. The materials used were the annual reports on the Russian pharmaceutical market of the DSM Group company. The Linda and Herfindahl–Hirschman indices, as well as the strength/variety (SV) matrix, including concentration coefficients and the modified Hall–Tideman index, were used as analysis tools. The level of concentration in the market was assessed, the presence of dominant groups was determined. The paper includes an analysis of the market structure and the dynamics of the rating of major players.Results. In the Russian cosmetics market, both similarities and significant differences between segments are observed within pharmacy sales. In the selective cosmetics segment, where foreign players dominate (except for domestic Librederm®), a transformation has occurred from high brand differentiation to a state close to a natural oligopoly. This trend is accompanied by a strengthening positions of Russian brands after 2014. In contrast to the selective cosmetics segment, the mass-market cosmetics market, characterized by high dynamism and competition, demonstrates low concentration and more blurred leadership positions, while the ambiguity of the dynamics of international players after 2014 is accompanied by the growth of domestic brands, for example, Moe Solnyshko®, which indicates the influence of geopolitics not only on the selective cosmetics segment, but also on mass-market cosmetics. Active (medicinal) cosmetics, where Russian manufacturers are market leaders, show relative stability of individual brands, such as Alerana®, against the background of high market volatility. The absence of a dominant group confirms the high level of competition.Conclusion. There are differences in the development of cosmetic segments within pharmacy sales: the most concentrated is the selective cosmetics segment, in contrast to the mass market and active (medicinal) cosmetics segments, which are characterized by a high level of competition. The significance of domestic brands increased after the introduction of sanctions. |
| format | Article |
| id | doaj-art-cc828e24b6964daa954eda420ac00561 |
| institution | Kabale University |
| issn | 2070-4909 2070-4933 |
| language | Russian |
| publishDate | 2023-09-01 |
| publisher | IRBIS LLC |
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| series | Фармакоэкономика |
| spelling | doaj-art-cc828e24b6964daa954eda420ac005612025-08-20T03:57:31ZrusIRBIS LLCФармакоэкономика2070-49092070-49332023-09-010010.17749/2070-4909/farmakoekonomika.2025.297540Cosmetics as a product group of the Russian pharmaceutical market: competition and level of dominance analysisN. I. Markov0L. S. Treshchetkina1Lomonosov Moscow State UniversityLomonosov Moscow State UniversityObjective: Analysis of competition and the level of dominance in the cosmetics market within pharmacy sales, identification of trends in three key segments: selective, mass market and active (medicinal) cosmetics.Material and methods. The materials used were the annual reports on the Russian pharmaceutical market of the DSM Group company. The Linda and Herfindahl–Hirschman indices, as well as the strength/variety (SV) matrix, including concentration coefficients and the modified Hall–Tideman index, were used as analysis tools. The level of concentration in the market was assessed, the presence of dominant groups was determined. The paper includes an analysis of the market structure and the dynamics of the rating of major players.Results. In the Russian cosmetics market, both similarities and significant differences between segments are observed within pharmacy sales. In the selective cosmetics segment, where foreign players dominate (except for domestic Librederm®), a transformation has occurred from high brand differentiation to a state close to a natural oligopoly. This trend is accompanied by a strengthening positions of Russian brands after 2014. In contrast to the selective cosmetics segment, the mass-market cosmetics market, characterized by high dynamism and competition, demonstrates low concentration and more blurred leadership positions, while the ambiguity of the dynamics of international players after 2014 is accompanied by the growth of domestic brands, for example, Moe Solnyshko®, which indicates the influence of geopolitics not only on the selective cosmetics segment, but also on mass-market cosmetics. Active (medicinal) cosmetics, where Russian manufacturers are market leaders, show relative stability of individual brands, such as Alerana®, against the background of high market volatility. The absence of a dominant group confirms the high level of competition.Conclusion. There are differences in the development of cosmetic segments within pharmacy sales: the most concentrated is the selective cosmetics segment, in contrast to the mass market and active (medicinal) cosmetics segments, which are characterized by a high level of competition. The significance of domestic brands increased after the introduction of sanctions.https://www.pharmacoeconomics.ru/jour/article/view/1203competition analysiseconomic dominancesv matrixpharmaceutical marketpharmacy cosmeticsselective cosmeticsmass-market cosmeticsmedicinal cosmetics |
| spellingShingle | N. I. Markov L. S. Treshchetkina Cosmetics as a product group of the Russian pharmaceutical market: competition and level of dominance analysis Фармакоэкономика competition analysis economic dominance sv matrix pharmaceutical market pharmacy cosmetics selective cosmetics mass-market cosmetics medicinal cosmetics |
| title | Cosmetics as a product group of the Russian pharmaceutical market: competition and level of dominance analysis |
| title_full | Cosmetics as a product group of the Russian pharmaceutical market: competition and level of dominance analysis |
| title_fullStr | Cosmetics as a product group of the Russian pharmaceutical market: competition and level of dominance analysis |
| title_full_unstemmed | Cosmetics as a product group of the Russian pharmaceutical market: competition and level of dominance analysis |
| title_short | Cosmetics as a product group of the Russian pharmaceutical market: competition and level of dominance analysis |
| title_sort | cosmetics as a product group of the russian pharmaceutical market competition and level of dominance analysis |
| topic | competition analysis economic dominance sv matrix pharmaceutical market pharmacy cosmetics selective cosmetics mass-market cosmetics medicinal cosmetics |
| url | https://www.pharmacoeconomics.ru/jour/article/view/1203 |
| work_keys_str_mv | AT nimarkov cosmeticsasaproductgroupoftherussianpharmaceuticalmarketcompetitionandlevelofdominanceanalysis AT lstreshchetkina cosmeticsasaproductgroupoftherussianpharmaceuticalmarketcompetitionandlevelofdominanceanalysis |