Global Pruritus Therapeutic Market – Industry Trends and Forecast to 2030
Report ID: MS-858 | Healthcare and Pharma | Last updated: May, 2025 | Formats*:
The pruritus therapeutic market includes the creation, production, and marketing of pharmaceutical drugs for the treatment of pruritus, or itching. Pruritus is a common symptom of many dermatological diseases (like eczema, psoriasis, and dermatitis), systemic illnesses (such as chronic kidney or liver disease), allergic responses, and even certain neurological or psychological conditions. The market provides multiple therapeutic choices, such as topical corticosteroids, antihistamines, calcineurin inhibitors, local anaesthetics, and, more recently, next-generation therapies like biologics and JAK inhibitors that aim at specific root causes of itch.
The expansion of this market is fuelled by the increasing incidence of chronic skin diseases and systemic illnesses that present with pruritus, along with growing awareness of the enormous impact of chronic itching on the quality of life of patients. Improvements in the understanding of the intricate itch mechanisms have given rise to more specific and potent treatments, breaking away from the conventional relief of symptoms towards treatment of the underlying causes.
Pruritus Therapeutic Report Highlights
| Report Metrics | Details |
|---|---|
| Forecast period | 2019-2030 |
| Base Year Of Estimation | 2024 |
| Growth Rate | CAGR of 4.31% |
| Forecast Value (2030) | USD 13.96 Billion |
| By Product Type | Calcineurin Inhibitors, Antihistamine, Local Anesthetic, Counterirritant, Immunosuppressant, Corticosteroid, Other |
| Key Market Players |
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| By Region |
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Pruritus Therapeutic Market Trends
One of the primary trends that are influencing the market is towards targeted therapies and biologics. Although conventional therapy such as corticosteroids and antihistamines continue to be significant, the recent progress in understanding itch's underlying mechanisms has resulted in novel drugs such as biologics (e.g., IL-13 and IL-31 antagonists) and JAK inhibitors. These more recent therapies are more targeted and effective in relieving pruritus by selectively targeting specific inflammatory and neural mediators of the itch, generally with better safety profiles than systemic corticosteroids or first-generation antihistamines. The emergence of precision medicine and continued research and development aimed at the discovery of new therapeutic targets should continue to propel innovation and market growth through the next few years.
Moreover, increased awareness on the part of patients and physicians about existing treatments and the quality-of-life effects of chronic itch are causing a growing demand for effective therapy.
Pruritus Therapeutic Market Leading Players
The key players profiled in the report are Amgen Inc. (United States)AstraZeneca plc (United Kingdom), Sanofi (France), Johnson & Johnson (United States), Eli Lilly and Company (United States), GlaxoSmithKline plc (United Kingdom), Novartis AG (Switzerland), Merck & Co., Inc. (United States, Boehringer Ingelheim GmbH (Germany)Bristol-Myers Squibb Company (United States), F. Hoffmann-La Roche Ltd. (Switzerland), Bayer AG (Germany), AbbVie Inc. (United States), Pfizer Inc. (United States), Sun Pharmaceutical Industries Ltd. (India)Growth Accelerators
The therapeutic market for pruritus is highly driven by the rising global prevalence of chronic skin and systemic diseases with itching as a major symptom. Diseases like atopic dermatitis, psoriasis, eczema, and chronic kidney or liver disease are increasingly affecting the world population. Such an increase in numbers directly contributes to the need for therapeutic interventions of proven efficacy to cure pruritus’ debilitating symptom. In addition, increased awareness on the part of both healthcare providers and patients about these conditions as well as their symptoms helps raise diagnosis and treatment-seeking activity, hence fuelling market growth.
Another key market driver is increasing evidence of the wide-ranging impact that chronic itching has on patients' quality of life. Chronic pruritus can result in profound sleep disruption, anxiety, depression, and a compromised capacity to maintain daily activities. This realisation highlights the necessity for more effective therapies that extend beyond merely covering up the itch. The creation of therapies that can offer sustained relief and enhance the general health of patients is a central priority for pharmaceutical firms and researchers in this segment. This focus on patient outcomes drives the demand for innovative and targeted therapeutic agents.
Pruritus Therapeutic Market Segmentation analysis
The Global Pruritus Therapeutic is segmented by Type, and Region. By Type, the market is divided into Distributed Calcineurin Inhibitors, Antihistamine, Local Anesthetic, Counterirritant, Immunosuppressant, Corticosteroid, Other . Geographically, the market is assessed across key Regions like North America (United States, Canada, Mexico), South America (Brazil, Argentina, Chile, Rest of South America), Europe (Germany, France, Italy, United Kingdom, Benelux, Nordics, Rest of Europe), Asia Pacific (China, Japan, India, South Korea, Australia, Southeast Asia, Rest of Asia-Pacific), MEA (Middle East, Africa) and others, each presenting distinct growth opportunities and challenges influenced by the regions.Competitive Landscape
The pruritus therapeutic market's competitive scenario is also rapidly evolving owing to an increase in chronic itching disease prevalence and heightened demand for enhanced treatment methods. Key market leaders Sanofi, Pfizer, AbbVie, Novartis, and Bristol-Myers Squibb maintain huge market shares by virtue of their long-standing product portfolios of corticosteroids and antihistamines as well as the recent introduction of sophisticated treatments such as biologics and JAK inhibitors.
The industry is also seeing growing competition from generic drugmakers as patents for older drugs run out, offering lower-cost treatment choices. Also, the emergence of biosimilars for certain biologic treatments will likely increase price competition. Innovation is a differentiator, and firms are investing heavily in research and development to bring in targeted therapies with better efficacy and safety profiles.
Challenges In Pruritus Therapeutic Market
The market for pruritus therapeutics is confronted with enormous challenges, mainly because pruritus is complex and not well understood. Pathophysiology underlying pruritus and its varied aetiologies are not well understood, limiting the availability of targeted and optimal treatments that usually come as generalised therapies and do not tackle particular needs of patients and create suboptimal outcomes. Most cases are idiopathic, and it is challenging for researchers and drug companies to develop new drugs, which hinders the speed of new drug development and raises the risk of investing in treatments that might eventually turn out to be useless.
Also, the vast spectrum of underlying conditions – from dermatological to systemic and autoimmune disorders – makes it difficult to formulate universal treatments, adding to the complexity of treatment approaches. Such heterogeneity requires individualised strategies, which can be hard to standardise and reproduce. The market also has to deal with high development expenses, regulatory barriers, and requirements for stronger clinical evidence to back new treatments. These factors together limit market growth, even with increasing demand and continued investment in research and development.
Risks & Prospects in Pruritus Therapeutic Market
Pharmaceutical innovation – especially the advent of biologics and JAK inhibitors – is transforming the market landscape by providing targeted, sustained relief and tackling the underlying causes of pruritus instead of simply the symptoms. The drift toward personalised therapy, more R&D and investment, and incorporation of digital healthcare solutions like telemedicine are also broadening the market potential. Pharmaceutical firms are also gaining from increased awareness, better rates of diagnosis, and increased healthcare access, particularly as the ageing population – more vulnerable to chronic pruritus – keeps expanding.
Geographically, North America leads the pruritus therapeutics market due to a high prevalence of skin diseases, well-developed healthcare infrastructure, and high patient awareness. The United States, for instance, has a large market share, with millions suffering from diseases such as psoriasis and atopic dermatitis. Nevertheless, Asia-Pacific is expected to grow the fastest, driven by growing healthcare spending, rising incidence of dermatological conditions, and growing access to sophisticated treatments. Europe also has a large share because of developed healthcare systems and continuous research. Middle Eastern and Latin American emerging markets should provide new opportunities for growth as investment in healthcare and awareness increase in these markets.
Key Target Audience
,,The therapeutics market for pruritus is mainly aimed at patients with chronic skin diseases like atopic dermatitis, allergic contact dermatitis, urticaria, and psoriasis. Atopic dermatitis is a major segment, with around 9.6 million children under the age of 18 in the U.S. having it, and one-third of them having moderate to severe symptoms. The geriatric population is also an important segment, as aged skin is more prone to pruritus because of reasons like dryness and systemic diseases.
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Healthcare professionals, such as dermatologists and general physicians, are also key stakeholders, as they write prescriptions and monitor patient treatment. The market also includes hospital pharmacies, retail pharmacies, and online distributors, which act as distribution channels for pruritus therapeutics. Emerging markets, especially in the Asia-Pacific region, are experiencing rapid expansion due to growing awareness, enhanced healthcare infrastructure, and an expanding prevalence of skin diseases.
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Merger and acquisition
Recent mergers and acquisitions (M&A) have heavily impacted the market for pruritus therapeutics, showcasing a strategic turn toward innovation and expansion. A prime example of such a development was the acquisition of Cara Therapeutics by Houston-based Tvardi Therapeutics in December 2024. Cara, whose FDA-approved product Korsuva (difelikefalin) treats pruritus of chronic kidney disease, suffered from financial struggles prompting this takeover. Tvardi seeks to capitalise on Cara's experience in order to develop its pipeline, targeting fibrosis-mediated diseases.
In another move, Mahana Therapeutics acquired Berlin-based Cara Care in March 2024. This acquisition is set to grow digital treatments for chronic diseases, such as pruritus, through the integration of Cara Care's digital health solutions into Mahana's therapeutic platform. These M&A efforts highlight a trend as companies are moving to diversify and consolidate their portfolios in the pruritus therapeutics space through strategic purchases, targeting both pharmaceutical breakthroughs and digital health integrations.
Analyst Comment
The world market for pruritus therapeutics is growing steadily, at a value of about USD 9.6–12.5 billion in 2024 and estimated to grow between USD 14.4 and 17.3 billion by 2034. Growth is driven by the increasing prevalence of chronic skin conditions like atopic dermatitis, psoriasis, and allergic contact dermatitis and by an increasingly ageing population at higher risk for chronic pruritus. Growing awareness, improved diagnosis, and enhanced availability of healthcare services are also stimulating the demand for superior therapeutic treatments. The expanding rate of dermatologic and systemic illnesses globally and a rising population with increasing vulnerability to chronic pruritus are also boosting the market demand.
- 1.1 Report description
- 1.2 Key market segments
- 1.3 Key benefits to the stakeholders
2: Executive Summary
- 2.1 Pruritus Therapeutic- Snapshot
- 2.2 Pruritus Therapeutic- Segment Snapshot
- 2.3 Pruritus Therapeutic- Competitive Landscape Snapshot
3: Market Overview
- 3.1 Market definition and scope
- 3.2 Key findings
- 3.2.1 Top impacting factors
- 3.2.2 Top investment pockets
- 3.3 Porter’s five forces analysis
- 3.3.1 Low bargaining power of suppliers
- 3.3.2 Low threat of new entrants
- 3.3.3 Low threat of substitutes
- 3.3.4 Low intensity of rivalry
- 3.3.5 Low bargaining power of buyers
- 3.4 Market dynamics
- 3.4.1 Drivers
- 3.4.2 Restraints
- 3.4.3 Opportunities
4: Pruritus Therapeutic Market by Type
- 4.1 Overview
- 4.1.1 Market size and forecast
- 4.2 Corticosteroid
- 4.2.1 Key market trends, factors driving growth, and opportunities
- 4.2.2 Market size and forecast, by region
- 4.2.3 Market share analysis by country
- 4.3 Antihistamine
- 4.3.1 Key market trends, factors driving growth, and opportunities
- 4.3.2 Market size and forecast, by region
- 4.3.3 Market share analysis by country
- 4.4 Local Anesthetic
- 4.4.1 Key market trends, factors driving growth, and opportunities
- 4.4.2 Market size and forecast, by region
- 4.4.3 Market share analysis by country
- 4.5 Counterirritant
- 4.5.1 Key market trends, factors driving growth, and opportunities
- 4.5.2 Market size and forecast, by region
- 4.5.3 Market share analysis by country
- 4.6 Immunosuppressant
- 4.6.1 Key market trends, factors driving growth, and opportunities
- 4.6.2 Market size and forecast, by region
- 4.6.3 Market share analysis by country
- 4.7 Calcineurin Inhibitors
- 4.7.1 Key market trends, factors driving growth, and opportunities
- 4.7.2 Market size and forecast, by region
- 4.7.3 Market share analysis by country
- 4.8 Other
- 4.8.1 Key market trends, factors driving growth, and opportunities
- 4.8.2 Market size and forecast, by region
- 4.8.3 Market share analysis by country
5: Pruritus Therapeutic Market by Region
- 5.1 Overview
- 5.1.1 Market size and forecast By Region
- 5.2 North America
- 5.2.1 Key trends and opportunities
- 5.2.2 Market size and forecast, by Type
- 5.2.3 Market size and forecast, by Application
- 5.2.4 Market size and forecast, by country
- 5.2.4.1 United States
- 5.2.4.1.1 Key market trends, factors driving growth, and opportunities
- 5.2.4.1.2 Market size and forecast, by Type
- 5.2.4.1.3 Market size and forecast, by Application
- 5.2.4.2 Canada
- 5.2.4.2.1 Key market trends, factors driving growth, and opportunities
- 5.2.4.2.2 Market size and forecast, by Type
- 5.2.4.2.3 Market size and forecast, by Application
- 5.2.4.3 Mexico
- 5.2.4.3.1 Key market trends, factors driving growth, and opportunities
- 5.2.4.3.2 Market size and forecast, by Type
- 5.2.4.3.3 Market size and forecast, by Application
- 5.2.4.1 United States
- 5.3 South America
- 5.3.1 Key trends and opportunities
- 5.3.2 Market size and forecast, by Type
- 5.3.3 Market size and forecast, by Application
- 5.3.4 Market size and forecast, by country
- 5.3.4.1 Brazil
- 5.3.4.1.1 Key market trends, factors driving growth, and opportunities
- 5.3.4.1.2 Market size and forecast, by Type
- 5.3.4.1.3 Market size and forecast, by Application
- 5.3.4.2 Argentina
- 5.3.4.2.1 Key market trends, factors driving growth, and opportunities
- 5.3.4.2.2 Market size and forecast, by Type
- 5.3.4.2.3 Market size and forecast, by Application
- 5.3.4.3 Chile
- 5.3.4.3.1 Key market trends, factors driving growth, and opportunities
- 5.3.4.3.2 Market size and forecast, by Type
- 5.3.4.3.3 Market size and forecast, by Application
- 5.3.4.4 Rest of South America
- 5.3.4.4.1 Key market trends, factors driving growth, and opportunities
- 5.3.4.4.2 Market size and forecast, by Type
- 5.3.4.4.3 Market size and forecast, by Application
- 5.3.4.1 Brazil
- 5.4 Europe
- 5.4.1 Key trends and opportunities
- 5.4.2 Market size and forecast, by Type
- 5.4.3 Market size and forecast, by Application
- 5.4.4 Market size and forecast, by country
- 5.4.4.1 Germany
- 5.4.4.1.1 Key market trends, factors driving growth, and opportunities
- 5.4.4.1.2 Market size and forecast, by Type
- 5.4.4.1.3 Market size and forecast, by Application
- 5.4.4.2 France
- 5.4.4.2.1 Key market trends, factors driving growth, and opportunities
- 5.4.4.2.2 Market size and forecast, by Type
- 5.4.4.2.3 Market size and forecast, by Application
- 5.4.4.3 Italy
- 5.4.4.3.1 Key market trends, factors driving growth, and opportunities
- 5.4.4.3.2 Market size and forecast, by Type
- 5.4.4.3.3 Market size and forecast, by Application
- 5.4.4.4 United Kingdom
- 5.4.4.4.1 Key market trends, factors driving growth, and opportunities
- 5.4.4.4.2 Market size and forecast, by Type
- 5.4.4.4.3 Market size and forecast, by Application
- 5.4.4.5 Benelux
- 5.4.4.5.1 Key market trends, factors driving growth, and opportunities
- 5.4.4.5.2 Market size and forecast, by Type
- 5.4.4.5.3 Market size and forecast, by Application
- 5.4.4.6 Nordics
- 5.4.4.6.1 Key market trends, factors driving growth, and opportunities
- 5.4.4.6.2 Market size and forecast, by Type
- 5.4.4.6.3 Market size and forecast, by Application
- 5.4.4.7 Rest of Europe
- 5.4.4.7.1 Key market trends, factors driving growth, and opportunities
- 5.4.4.7.2 Market size and forecast, by Type
- 5.4.4.7.3 Market size and forecast, by Application
- 5.4.4.1 Germany
- 5.5 Asia Pacific
- 5.5.1 Key trends and opportunities
- 5.5.2 Market size and forecast, by Type
- 5.5.3 Market size and forecast, by Application
- 5.5.4 Market size and forecast, by country
- 5.5.4.1 China
- 5.5.4.1.1 Key market trends, factors driving growth, and opportunities
- 5.5.4.1.2 Market size and forecast, by Type
- 5.5.4.1.3 Market size and forecast, by Application
- 5.5.4.2 Japan
- 5.5.4.2.1 Key market trends, factors driving growth, and opportunities
- 5.5.4.2.2 Market size and forecast, by Type
- 5.5.4.2.3 Market size and forecast, by Application
- 5.5.4.3 India
- 5.5.4.3.1 Key market trends, factors driving growth, and opportunities
- 5.5.4.3.2 Market size and forecast, by Type
- 5.5.4.3.3 Market size and forecast, by Application
- 5.5.4.4 South Korea
- 5.5.4.4.1 Key market trends, factors driving growth, and opportunities
- 5.5.4.4.2 Market size and forecast, by Type
- 5.5.4.4.3 Market size and forecast, by Application
- 5.5.4.5 Australia
- 5.5.4.5.1 Key market trends, factors driving growth, and opportunities
- 5.5.4.5.2 Market size and forecast, by Type
- 5.5.4.5.3 Market size and forecast, by Application
- 5.5.4.6 Southeast Asia
- 5.5.4.6.1 Key market trends, factors driving growth, and opportunities
- 5.5.4.6.2 Market size and forecast, by Type
- 5.5.4.6.3 Market size and forecast, by Application
- 5.5.4.7 Rest of Asia-Pacific
- 5.5.4.7.1 Key market trends, factors driving growth, and opportunities
- 5.5.4.7.2 Market size and forecast, by Type
- 5.5.4.7.3 Market size and forecast, by Application
- 5.5.4.1 China
- 5.6 MEA
- 5.6.1 Key trends and opportunities
- 5.6.2 Market size and forecast, by Type
- 5.6.3 Market size and forecast, by Application
- 5.6.4 Market size and forecast, by country
- 5.6.4.1 Middle East
- 5.6.4.1.1 Key market trends, factors driving growth, and opportunities
- 5.6.4.1.2 Market size and forecast, by Type
- 5.6.4.1.3 Market size and forecast, by Application
- 5.6.4.2 Africa
- 5.6.4.2.1 Key market trends, factors driving growth, and opportunities
- 5.6.4.2.2 Market size and forecast, by Type
- 5.6.4.2.3 Market size and forecast, by Application
- 5.6.4.1 Middle East
- 6.1 Overview
- 6.2 Key Winning Strategies
- 6.3 Top 10 Players: Product Mapping
- 6.4 Competitive Analysis Dashboard
- 6.5 Market Competition Heatmap
- 6.6 Leading Player Positions, 2022
7: Company Profiles
- 7.1 AbbVie Inc. (United States)
- 7.1.1 Company Overview
- 7.1.2 Key Executives
- 7.1.3 Company snapshot
- 7.1.4 Active Business Divisions
- 7.1.5 Product portfolio
- 7.1.6 Business performance
- 7.1.7 Major Strategic Initiatives and Developments
- 7.2 Amgen Inc. (United States)AstraZeneca plc (United Kingdom)
- 7.2.1 Company Overview
- 7.2.2 Key Executives
- 7.2.3 Company snapshot
- 7.2.4 Active Business Divisions
- 7.2.5 Product portfolio
- 7.2.6 Business performance
- 7.2.7 Major Strategic Initiatives and Developments
- 7.3 Bayer AG (Germany)
- 7.3.1 Company Overview
- 7.3.2 Key Executives
- 7.3.3 Company snapshot
- 7.3.4 Active Business Divisions
- 7.3.5 Product portfolio
- 7.3.6 Business performance
- 7.3.7 Major Strategic Initiatives and Developments
- 7.4 Boehringer Ingelheim GmbH (Germany)Bristol-Myers Squibb Company (United States)
- 7.4.1 Company Overview
- 7.4.2 Key Executives
- 7.4.3 Company snapshot
- 7.4.4 Active Business Divisions
- 7.4.5 Product portfolio
- 7.4.6 Business performance
- 7.4.7 Major Strategic Initiatives and Developments
- 7.5 Eli Lilly and Company (United States)
- 7.5.1 Company Overview
- 7.5.2 Key Executives
- 7.5.3 Company snapshot
- 7.5.4 Active Business Divisions
- 7.5.5 Product portfolio
- 7.5.6 Business performance
- 7.5.7 Major Strategic Initiatives and Developments
- 7.6 F. Hoffmann-La Roche Ltd. (Switzerland)
- 7.6.1 Company Overview
- 7.6.2 Key Executives
- 7.6.3 Company snapshot
- 7.6.4 Active Business Divisions
- 7.6.5 Product portfolio
- 7.6.6 Business performance
- 7.6.7 Major Strategic Initiatives and Developments
- 7.7 GlaxoSmithKline plc (United Kingdom)
- 7.7.1 Company Overview
- 7.7.2 Key Executives
- 7.7.3 Company snapshot
- 7.7.4 Active Business Divisions
- 7.7.5 Product portfolio
- 7.7.6 Business performance
- 7.7.7 Major Strategic Initiatives and Developments
- 7.8 Johnson & Johnson (United States)
- 7.8.1 Company Overview
- 7.8.2 Key Executives
- 7.8.3 Company snapshot
- 7.8.4 Active Business Divisions
- 7.8.5 Product portfolio
- 7.8.6 Business performance
- 7.8.7 Major Strategic Initiatives and Developments
- 7.9 Merck & Co.
- 7.9.1 Company Overview
- 7.9.2 Key Executives
- 7.9.3 Company snapshot
- 7.9.4 Active Business Divisions
- 7.9.5 Product portfolio
- 7.9.6 Business performance
- 7.9.7 Major Strategic Initiatives and Developments
- 7.10 Inc. (United States
- 7.10.1 Company Overview
- 7.10.2 Key Executives
- 7.10.3 Company snapshot
- 7.10.4 Active Business Divisions
- 7.10.5 Product portfolio
- 7.10.6 Business performance
- 7.10.7 Major Strategic Initiatives and Developments
- 7.11 Novartis AG (Switzerland)
- 7.11.1 Company Overview
- 7.11.2 Key Executives
- 7.11.3 Company snapshot
- 7.11.4 Active Business Divisions
- 7.11.5 Product portfolio
- 7.11.6 Business performance
- 7.11.7 Major Strategic Initiatives and Developments
- 7.12 Pfizer Inc. (United States)
- 7.12.1 Company Overview
- 7.12.2 Key Executives
- 7.12.3 Company snapshot
- 7.12.4 Active Business Divisions
- 7.12.5 Product portfolio
- 7.12.6 Business performance
- 7.12.7 Major Strategic Initiatives and Developments
- 7.13 Sanofi (France)
- 7.13.1 Company Overview
- 7.13.2 Key Executives
- 7.13.3 Company snapshot
- 7.13.4 Active Business Divisions
- 7.13.5 Product portfolio
- 7.13.6 Business performance
- 7.13.7 Major Strategic Initiatives and Developments
- 7.14 Sun Pharmaceutical Industries Ltd. (India)
- 7.14.1 Company Overview
- 7.14.2 Key Executives
- 7.14.3 Company snapshot
- 7.14.4 Active Business Divisions
- 7.14.5 Product portfolio
- 7.14.6 Business performance
- 7.14.7 Major Strategic Initiatives and Developments
8: Analyst Perspective and Conclusion
- 8.1 Concluding Recommendations and Analysis
- 8.2 Strategies for Market Potential
Scope of Report
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Frequently Asked Questions (FAQ):
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, Another key market driver is increasing evidence of the wide-ranging impact that chronic itching has on patients' quality of life. Chronic pruritus can result in profound sleep disruption, anxiety, depression, and a compromised capacity to maintain daily activities. This realisation highlights the necessity for more effective therapies that extend beyond merely covering up the itch. The creation of therapies that can offer sustained relief and enhance the general health of patients is a central priority for pharmaceutical firms and researchers in this segment. This focus on patient outcomes drives the demand for innovative and targeted therapeutic agents.,
The therapeutic market for pruritus is highly driven by the rising global prevalence of chronic skin and systemic diseases with itching as a major symptom. Diseases like atopic dermatitis, psoriasis, eczema, and chronic kidney or liver disease are increasingly affecting the world population. Such an increase in numbers directly contributes to the need for therapeutic interventions of proven efficacy to cure pruritus’ debilitating symptom. In addition, increased awareness on the part of both healthcare providers and patients about these conditions as well as their symptoms helps raise diagnosis and treatment-seeking activity, hence fuelling market growth.
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