The birth rate in China registered double-digit decline in 2018. However, even though the birth rate fell, an upmarket trend in demand, particularly amongst experienced mothers with second children, helped to drive ongoing strong value growth in paediatric consumer health.
In contrast to some other areas of dietary supplements, paediatric dietary supplements maintained strong growth in 2019 despite the government’s rigorous efforts to address regulatory violations amongst direct sellers. The introduction of the two child policy in 2016 played a role in driving the upmarket trend that supported growth in paediatric dietary supplements even as the overall birth rate fell at the end of the review period, as the experience gained by mothers with second children encouraged them to look for higher-quality products.
Consumer concerns about product safety are particularly marked in paediatric consumer health, with parents particularly drawn to well-known brands or brands recommended by doctors. As a result, parents are not as price-sensitive as other consumer groups and are less likely to be attracted by promotional discounts.
The Biostime brand from Biostime Inc (Guangzhou) (GBO Health & Happiness (H&H) International Holdings) retained the lead in paediatric consumer health in 2019. The brand has benefited from rising demand for paediatric probiotic supplements, which are gaining in popularity due to their treatment of paediatric intestinal diarrhoea, constipation and other digestive problems.
CR Sanjiu Medical & Pharmaceutical Co Ltd partnered with French company, Sanofi, to re-launch the Goodbaby brand in 2018. The partnership will give Goodbaby a new brand image and leverage CR Sanjiu Medical & Pharmaceutical’s standing in the Chinese paediatric consumer health market and Sanofi’s international R&D expertise.
Wyeth Nutrition, part of the Nestlé group, cooperated with healthcare e-platform, Ping An Good Doctor, to develop the maternal and child nutrition and health management platform, W+ Club, in 2019. W+ Club can provide users with professional screening services and personalised nutrition solutions, including diet assessment and genetic screening; blood glucose and blood pressure risk screening; sleep and nutritional intake assessment; help with intestinal health and postpartum depression; and allergy screening and growth curve assessments, which can help mothers to take early precautions.
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