Chinese parents are becoming increasingly concerned about whether their children’s diet is adequate to supply the essential nutrients for physical growth and brain development. Young parents, especially in top-tier cities, are very willing to spend on children’s health supplements and look for products with high quality and efficacy.
The leading player in paediatric vitamins and dietary supplements in China, Biostime, is set to maintain its lead in overall paediatric consumer health in 2021, supported by growing awareness of the immune benefits of probiotics following the COVID-19 crisis. Biostime has solidified its leading position in the category and has further leveraged its position to launch a platinum range of Biostime-branded probiotics in the Chinese market.
Retail sales of categories for the treatment of respiratory problems were severely hit during the pandemic, but the paediatric segment performed even worse than the adult segment. In addition to some objective factors, such as retail sales suspension and home schooling due to pandemic measures, parents also consciously reduced the frequency of children’s activities, which not only effectively prevented the spread of COVID-19 but also blocked children’s exposure to potential other infections, and thus the demand for paediatric cough and cold remedies fell.
Deeper online penetration aligns with the fact that Chinese parents, especially young Chinese mothers, are very much reliant on social media channels for nutritional information and product selection. Online forums and communities, together with category key opinion leaders, are the main information sources for these mothers, who want to provide the best for their children.
Currently, sales of paediatric OTC products in China are still very fragmented, with only a very few pharmaceutical players specialising in the production of paediatric products. Therefore, a series of policies and regulations that are conducive to the development of the paediatric OTC market has been issued and implemented over recent years, propelling the growth potential of paediatric OTC categories.
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Paediatric consumer health
Products only specifically designed, marketed and labelled for children's symptoms. Include paediatric analgesics, paediatric cough, cold and allergy remedies, paediatric digestive remedies, paediatric medicated skin care, nappy (diaper) rash treatments, paediatric vitamins and dietary supplements.See All of Our Definitions
This report originates from Passport, our Paediatric consumer health research and analysis database.
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