The physical sales volume of topical antipruritic drugs on the Russian retail pharmaceutical market has been stagnating since 2025, and this trend continues in the current year. In January–May 2026, the physical sales volume amounted to 26 million packages, which is 2% lower than in the same period last year. At the same time, spending in the category increased by 10%, reaching RUB 3.1 billion (at retail prices, including VAT). In the full year 2025, 65.4 million packages worth RUB 7.6 billion were sold in the country. The dynamics were mixed: monetary volume grew by 9.4%, while physical demand adjusted downward by 1.1%.

According to the "Retail Audit of Drug and Cosmeceutical Sales in Russia (total sell out)" from the analytical company RNC Pharma, this category of drugs exhibits pronounced seasonality, with demand increasing during the summer months from May to August. Notably, this applies more to the financial indicators of consumption than to physical sales volumes. The stability of monthly sales in packages and the smoothed seasonality are likely due to the consistent year-round demand for the budget drug Menovazin, which leads the group. The high consumption level of this drug is explained by its affordability and its potential for off-label use. In addition to relieving itching, the drug is used by consumers for a wide range of purposes, including documented cases of its use as a non-food alcohol surrogate, which smooths out seasonal fluctuations in demand. Furthermore, the use of certain drugs and cosmetic products based on zinc oxide and calamine also extends far beyond antipruritic use, while demand for more expensive specialized products increases during periods of increased blood-sucking insect activity.

In the first five months of this year, sales of antipruritic drugs from 47 manufacturers were recorded in the analyzed group. The absolute leader in value terms remains the aforementioned topical anesthetic Menovazin. This brand is represented by 16 companies, with the key volume provided by Genel. In total, Menovazin accounts for 37.8% of all revenue in the segment. In second place is the brand Fenistil in gel and emulsion form for topical use from Haleon, accounting for 16.2% in rubles. Third place is held by the cosmetic product Sudocrem from Teva, with a 12.7% ruble share.

Fourth place remains with the Russian brand Stellanin from Pharmpreparat, which is used as a wound-healing agent, including for severe scratching and itching — the brand holds a 9.8% ruble share. The top five is rounded out by the product Calamine, represented by five companies, with a combined share of 4.1% in the category during the analyzed period. This brand has seen a significant decline in ruble sales (-27% in rubles). The most pronounced drop in demand is observed for Calamine from Ben Shimon Floris, whose supplies have become unstable, resulting in the brand almost disappearing from traditional retail outlets. Two other participants in the top ten brands in January–May 2026 showed a decline in value volume: Lidocaine for topical use (-0.1%) and Tsindol (-1%). The highest sales growth in monetary terms among top brands during the reporting period was shown by the domestic analogue of Fenistil under the name Kontrazud from Ozon Pharmacevtika — over the year, its consumption increased by 70% in rubles and 73% in packages.

Table. TOP-10 Brands of Antipruritic Drugs* (including drugs and cosmeceuticals) by Monetary Sales Volume on the Russian Retail Pharmaceutical Market in January–May 2026

* The group includes topical antipruritic agents from the following EphMRA groups: D04A — Drugs for the treatment of pruritus, D02A — Drugs with emollient and protective action, V03X — Other therapeutic agents, as well as certain cosmetic products.