Coronavirus (COVID-19) has had a limited overall impact on paediatric consumer health in Belgium. Before the outbreak of the pandemic, paediatric consumer health was already a modestly performing category due to the declining 0-4-year-old population during the review period.
Perhaps the main impact of COVID-19 on paediatric consumer health in Belgium is the increased questioning of ibuprofen and aspirin for children, as well as for adults. These products bore much of the brunt of the impact of COVID-19 on the category.
Boots Healthcare and Janssen-Cilag are predicted to remain the leading players in paediatric consumer health in retail value share terms over 2020 as a whole. Their leading positions are underpinned by a focus on paediatric analgesics.
As the pandemic recedes and the country emerges out of the COVID-19 crisis, paediatric consumer health in unlikely to become a priority for manufacturers, and not only for demographic reasons. While the 0-4-year-old population is projected to start to rebound from its steady downward trajectory from 2020, a still relatively small market size is expected to discourage strong investment in the category.
Overall, paediatric consumer health is expected to see a steady decline in retail value sales (at constant 2020 prices) through the forecast period, despite some brighter spots, such as acetaminophen and paediatric cough/cold remedies, in the short term. Paediatric acetaminophen and cough/cold remedies are set to benefit from the low penetration of generics, converse to the situation in the corresponding adult categories.
Paediatric consumer health is expected to continue to be adversely affected by the tendency to use smaller doses of adult products, but also indirect competition from medical devices. A stronger focus on medical devices (most of which are not included in the research in this market) would further limit the profitability or interest in investment in paediatric consumer health.
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Understand the latest market trends and future growth opportunities for the Paediatric consumer health industry in Belgium 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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