Paediatric Consumer Health in Bulgaria

PROSPECTS

Increasing focus on baby and infants in paediatric vitamins and dietary supplements

Paediatric vitamins and dietary supplements, specifically those targeting babies, experienced dynamic growth and enlarged the product variety in the current period building on the sustainable consumer interest in dietary supplements. In the fast-growing probiotic supplements, the focus on babies and infants was particularly strong following personalisation trends and efforts to expand in smaller niche segments.

Glucan popularity in immune support combinations

Immune support supplements grew rapidly within paediatric consumer health. Their consumption amongst children and babies was fostered by a constantly rising preventive mindset amongst parents, who recognised the value of taking immune support supplements before, during and after the cold and flu season peak including popular measles outbreaks.

Digital technology to support more efficient targeting of younger consumers

The average age of consumers purchasing consumer health products is decreasing yearly, making these products a high potential category in Bulgaria despite negative demographic trends. Increasing awareness and the habit of using consumer health products supported sustainable expansion of pharma companies in younger segments.

COMPETITIVE LANDSCAPE

Immune support brand owners excel

Bioshield is a well-recognised leader of immune support supplements for paediatric consumer health. The stronger cold and flu season in 2018 positively impacted sales of its leading brand in paediatric vitamins and dietary supplements Biozin Kids, which has a well-established reputation as an efficient product.

Heavy measles outbreak stimulates consumption of leading paediatric analgesics

The original brands in paediatric analgesics, Panadol by GlaxoSmithKline Plc and Nurofen for Children by Alliance Boots Plc, sustained high sales levels despite strong competition from more conveniently priced generics international and local brands. Similar to 2017, the measles outbreak experienced in 2018 were heavy and continuous, which sustained demand for fever reducing remedies such as Panadol and Nurofen.

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