Bayer's new antifungal cream Canesten wins nod…"once-daily"

New product contains bifonazole, which has vanished from the domestic market

Synergy effect is anticipated along with the existing clotrimazole-based product

Bayer Korea is expanding its market presence by introducing a new product projected to shift the over-the-counter (OTC) anti-fungal market in South Korea.

In contrast to existing Canesten products, the new product is a topical formulation that requires only once-daily application.

On the 27th, Bayer Korea secured marketing authorization from the Ministry of Food and Drug Safety (MFDS) for 'Canesten Once Daily Cream', a once-daily topical anti-fungal. This new product differs from Bayer's existing anti-fungal product, 'Canesten Cream', in both its active pharmaceutical ingredient (API) and its usage.

Differentiation from existing products...Re-entering the Korean Market with the API 'bifonazole'

The key feature of 'Canesten Once Daily Cream' is its updated API. While existing Canesten products utilize clotrimazole, this new product features bifonazole as its primary API. Although both substances are classified as azole-based anti-fungals, products containing bifonazole have vanished from the domestic market. Bayer's strategy is to successfully re-establish bifonazole in the Korean market through this approval.

The usage has also been dramatically improved. While the existing Canesten Cream required application 2 to 3 times a day, the new product is effective with just a single daily application (preferably before bedtime), thinly applied and rubbed onto the affected area.

However, a pharmaceutical industry employee said, "Because the name includes 'Once,' it is easy for consumers to confuse it with single-application athlete's foot treatments that have high brand awareness, such as 'Lamisil Once External Solution' (terbinafine hydrochloride)," and added, "'Canesten Once Daily Cream' is not a single-application treatment. It is a product that must be applied consistently once every day throughout the designated treatment duration."

Currently, the domestic topical anti-fungal market involves market competition between the traditional powerhouse 'Lamisil' series and 'single-application (Once) formulations' driven by domestic pharmaceutical companies.

Amid this competition, Bayer Korea's introduction of 'Canesten Once Daily Cream' is interpreted as a strategic move to aggressively expand the Canesten brand equity into the traditional tinea (dermatomycosis) market. The Canesten brand currently spans vaginal tablets, powders, and other formulations, utilized not only for tinea but also for vulvovaginal candidiasis and vaginitis.

In particular, the enhanced convenience of a 'once-daily' application is expected to improve treatment adherence (the degree to which a patient follows prescribed medication guidelines) among busy modern consumers. Analysis suggests that the product has an advantage in capturing male tinea patients, where the penetration rate of existing products has been low.

It is important to note that the treatment duration varies depending on the specific clinical indication. For dermatomycosis and cutaneous candidiasis, treatment lasts 2 to 3 weeks, whereas for tinea versicolor and erythrasma, it lasts 2 weeks. Therapy must be continued even if symptoms subside mid-treatment to prevent fungal recurrence.

An industry insider stated, "Bayer has reintroduced bifonazole, which had vanished from the domestic market, with its 'once-daily' product. It will be interesting to see whether Canesten, with its powerful brand recognition, can shift the landscape of the domestic tinea treatment market with this new product."