The paediatric analgesics category is the dominant contributor to overall sales in paediatric consumer health. This primarily relates to the frequent use of paediatric acetaminophen and ibuprofen as treatment for fever symptoms.
Paediatric vitamins and dietary supplements has recorded the fastest growth in 2019. This has been made possible by the growing notion that these products can prevent many health problems, and consumers are increasingly turning to what they think can help prevent illnesses, especially in regard to their children.
The paediatric vitamins category in Bosnia-Herzegovina is dominated by either AD vitamin complex or vitamin D in single form, typically prescribed to all babies born in the country to help bone and joint development. These products are usually administered in the drops format.
Krka Farma doo represents half of total value sales in paediatric vitamins and dietary supplements, the joint-fastest-growing category within paediatric consumer health in 2019. The producer has a very good reputation among most consumers in the country and its AD3 and Pikovit brands are popular among parents.
The two leading producers within paediatric vitamins and dietary supplements, Krka Farma and The Nature’s Bounty Co, have slowly but consistently increased their collective value share over the past four years. This indicates that consumers are becoming more attached to their favourite brands, especially Krka’s, which together account for half of total category sales.
TV commercials and other expensive marketing tools such as billboards or adverts in the biggest press media are rare in regard to paediatric consumer health in Bosnia-Herzegovina. This is because paediatric products are usually only a small part of a consumer health player’s portfolio and as such no manufacturer is willing to invest large budgets in marketing the items.
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