Paediatric Consumer Health in Azerbaijan

PROSPECTS

Key economic, health and demographic trends support paediatric remedies

Paediatric consumer health registered healthy retail current value sales growth in 2018. The key growth drivers in the year were the stability of the macroeconomic situation, higher consumer awareness of the benefits of paediatric remedies and positive demographic trends.

Paediatric vitamins and dietary supplements sees fast value growth in 2018

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.

Drugstores/parapharmacies consolidates position in paediatric consumer health

Over the review period, paediatric consumer health products were available through both traditional and modern healthcare specialist retailers. However, modern drugstores/parapharmacies consolidated leadership of the category through widening outlet coverage, larger product ranges and expensive offerings.

COMPETITIVE LANDSCAPE

Slovenian player leads 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 in 2018. 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 brands benefit from quality perception

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 ones that have proven their quality and effectiveness.

Quality is the watchword for parents

In 2018, parents remained careful over the products they purchased for their children. They preferred high-quality brands and products for their offspring, especially for newborns, and avoided experimenting with new or unknown alternatives, unless prescribed by a doctor.

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