Paediatric consumer health is expected to see a much slower current value growth rate in 2020 than was seen in 2019. Paediatric vitamins and dietary supplements will remain by far the largest category within paediatric consumer health, as parents want to support their children’s growth and development.
Nevertheless, COVID-19 is expected to contribute to higher growth rates in most other paediatric consumer health categories. Sales increased due to COVID-19 from February/March, as products such as paediatric analgesics and nappy (diaper) rash treatments experienced unprecedented demand due to panic-buying, with consumers stockpiling these products in case of shortages or a long lockdown.
Pharmacare Laboratories is expected to continue to lead paediatric consumer health in value terms in 2020, due to the popularity of its Nature’s Way and Bioglan brands. These brands are both present in paediatric vitamins and dietary supplements, and each has established a strong reputation for high quality.
Paediatric consumer health is forecast to maintain the slower current value growth rate expected in 2020 throughout the forecast period. This is due to the loss of daigou sales as a result of the new regulation in China.
Paediatric vitamins and dietary supplements is expected to continue to dominate overall sales in paediatric consumer health in the forecast period, and this can be attributed mainly to the high demand for products which promise to support childhood growth and development. Increasing numbers of Australian parents are looking to supplement their child’s diet with vitamins and dietary supplements, as this is perceived as the ideal way to give children an advantage in an increasingly competitive school system.
Amongst the principal reasons for the growth expected in paediatric consumer health over the forecast period is ongoing efforts by manufacturers to innovate and make their products more attractive to children and parents alike. The leading players are expected to continue launching products in formats which are fun for children to take, including flavoured gummies and balls.
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Understand the latest market trends and future growth opportunities for the Paediatric consumer health industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Paediatric consumer health research and analysis database.
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