COVID-19 significantly stimulated sales of paediatric acetaminophen. Paediatric ibuprofen value sales were also stimulated by COVID-19, although to a lesser degree.
Challenges to paediatric consumer health come from declining birth rates in Belarus, despite state efforts to stimulate the birth rate. Belarusian millennials are getting married less often than people in previous years, and so there are even fewer children being born.
Oriflame Cosmetics IOOO leads paediatric vitamins and dietary supplements in 2021, thanks to its Wellness by Oriflame brand, with paediatric consumer health as a whole mainly dominated by foreign players. Belarusian consumers typically trust in the quality of foreign paediatric products and, despite the higher unit prices, parents prefer to purchase well-known imported brands for their children, even if they buy the cheaper, local brands for themselves.
Paediatric analgesics, cough and cold remedies, and vitamins and dietary supplements are expected to continue to see sales in relation to waves of COVID-19. Whilst analgesics and cough and cold remedies will typically follow purchasing patterns as seen with the outbreak in 2020, vitamins and dietary supplements see more longevity throughout the year as parents do whatever they can to help keep their children safe and healthy.
There are opportunities for players to extend their existing portfolios of consumer health care products into paediatric health care per se. For example, as seen with Malkut ZAO and its Vitus brand.
Despite consumers having a lower level of price sensitivity in paediatric health and parents willing to pay more for the best products for their children, players will continue to engage in pricing competition in order to win customers. Therefore, companies should avoid premiumisation strategies simply because consumers may well be willing to pay higher prices, as this is not sustainable in the longer term.
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Paediatric consumer health
Products only specifically designed, marketed and labelled for children's symptoms. Include paediatric analgesics, paediatric cough, cold and allergy remedies, paediatric digestive remedies, paediatric medicated skin care, nappy (diaper) rash treatments, paediatric vitamins and dietary supplements.See All of Our Definitions
This report originates from Passport, our Paediatric consumer health research and analysis database.
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