COVID-19 will have no more than a marginal effect on current retail value sales of paediatric consumer health during 2020, with a slight slowdown in the growth rate in prospect. As in most other countries, parents in Bosnia and Herzegovina are extremely reluctant to reduce their spending on the wellbeing of their children, even during a period of economic instability.
Paediatric analgesics continue to account for the bulk of current retail values sales in paediatric consumer health. They are used to treat a wide array of health issues children.
The paediatric vitamins category in Bosnia-Herzegovina is dominated by AD vitamin complex and vitamin D in single form. These are typically prescribed to all babies born in the country to help bone and joint development and usually administered in the drops format.
Marketing activity for most paediatric consumer health products is limited to press ads and POS banners, with just a few brands sporadically advertised on TV, usually as part of the producer’s wider portfolio. This is because paediatric products represent only a small part of the product portfolios of most of them, and no manufacturer is willing to invest a large advertising budget in what are relatively niche products.
With its AD3 and Pikovit brands, Krka dd Novo Mesto dominates current retail value sales in paediatric vitamins and dietary supplements and slowly, but consistently, grew its market share over the review period. Thanks in part to its investment in marketing, Krka dd Novo Mesto enjoys a very good reputation among local consumers, and it has worked to widen the distribution of its brands.
Paediatric consumer health products are still mostly purchased in chemists/pharmacists in Bosnia and Herzegovina, despite the emergence of drugstores/parapharmacies. Meanwhile, direct selling, once a small, but important, channel in paediatric consumer health, is losing relevance as the country’s retail infrastructure modernises.
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This report originates from Passport, our Paediatric consumer health research and analysis database.
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