As Bulgaria’s urban consumers become more affluent and face fewer restrictions on their disposable incomes, much of the increased spending of families is focused on their children. This includes paediatric consumer health and the category benefited from the general trend towards high spending on children during 2019.
The heavy cold and flu season seen in Bulgaria during winter 2018/2019 contributed to the stable demand for paediatric cough, cold and allergy remedies during 2019. Although this winter was not particular harsh by regular Bulgarian standards, the cold and flu season was exacerbated by several outbreaks of the varicella virus, which causes chicken pox and also causes respiratory issues in babies and children.
During the forecast period, sales in paediatric consumer health are likely to be negatively impacted by maturity of demand and negative demographic trends. In particular, Bulgaria’s low birth rate and the high rate of emigration among young adults, still the demographic group most likely to start a family and have children, are likely to narrow the consumer base for paediatric consumer health.
2019 saw Reckitt Benckiser Group Plc remain the leading player in paediatric consumer health and the UK-based multinational can attribute this to the consistent popularity of its Nurofen brand. Nurofen is a highly trusted brand and this is not least due to the fact that Nurofen is often recommended by physicians and retail pharmacists.
Borola EOOD maintained a strong position in paediatric consumer health in 2019 due to the popularity of its legacy brand Imunobor Kids Active. The brand continues to benefit from low pricing and a reputation for offering excellent value for money.
Television advertising is becoming increasingly important to brand owners in numerous consumer categories, and paediatric consumer health is no exception. Advertisements for paediatric consumer products are increasingly being scheduled during children’s programming in an effort to increase brand awareness among children and increase the likelihood that parents will purchase brands due to pester power.
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