Paediatric Consumer Health in Azerbaijan

PROSPECTS

Paediatric consumer health benefits from parental willingness to spend on their children, and increasing incidence of allergies

Paediatric products are popular among parents seeking the best quality for their children, particularly when it comes to health, and despite constrained spending power. Parents would rather reduce spending on themselves and maintain purchases for their children.

Paediatric vitamins and dietary supplements benefit from trend towards prevention

Similar to general market trends in adult pharmaceuticals, paediatric vitamins and dietary supplements saw healthy retail current value sales growth in paediatric consumer health, fuelled by softer price controls by the Tariff Council. Paediatric vitamins and dietary supplements mostly featured mixed preparations with both regulated and non-regulated ingredients; therefore, price regulation did not include these products.

Falling birth rate set to impact growth potential

A forecast slowing of the country’s birth rate will represent a major factor impacting the category’s performance in coming years. A declining number of infants and children will counter parents’ willingness to spend on their children, and buy products specifically formulated to meet their needs.

COMPETITIVE LANDSCAPE

Advertising proves key contributor to performance

Paediatric vitamins were the most visibly advertised in 2019. Akvion ZAO with its brand AlphaVit saw a confident share gain due to a combination of advertising, an affordable price and appealing quality.

Krka dd Novo Mesto strong in paediatric vitamins and dietary supplements

Krka dd Novo Mesto, a Slovenian player with an international presence, led retail value sales of paediatric vitamins and dietary supplements at the end of the review period. The company distributes Pikovit dlya Detey multivitamins, which benefits from a long history in Azerbaijan, and wide availability through both traditional and modern pharmacy channels.

International products perceived as offering high quality

International brands continued to lead paediatric consumer health, driven by a wide product variety and higher trust in the quality and efficacy of globally recognised brands. Azerbaijani parents are rarely inclined to try new and untested products on their children, preferring instead products of proven quality and effectiveness.

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