Paediatric Consumer Health in Canada

PROSPECTS

Unfavourable demographic trends continue to inhibit category potential

Demographic trends continue to undermine the growth potential of paediatric consumer health in Canada. The 0-14-year-old population continues to experience slow growth, accounting for a relatively small share of the total population.

Paediatric vitamins and dietary supplements benefit from the health and wellness trend

Growth in vitamins and dietary supplements is chiefly driven by Canada’s ageing population and by women, who are the greatest consumers of nutritional supplements. However, children are also a key consumer segment as parents seek to improve and maintain their children’s health through the addition of vitamins and nutritional supplements to their children’s diets.

COMPETITIVE LANDSCAPE

Well-known brand names lead paediatric consumer health sales

Paediatric consumer health continues to be dominated by brand names well known to Canadian consumers as many parents are willing to pay a premium to ensure the quality and effectiveness of the drugs and supplements they purchase for their children. Large consumer health manufacturers benefit from consumer loyalty to their well-established and highly recognised brand names in Canada.

Manufacturers focus on child-friendly flavours and formats

Children often refuse to consume medicine and vitamins due to product flavour and texture. In addition, many children, like many adults, have an aversion to or difficulty in swallowing pills.

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