Paediatric Consumer Health in Costa Rica

PROSPECTS

Usage tradition, brand segmentation and medical recommendations set the pace

Because of how important it is to locals to ensure the health and wellness of their babies and children, the demand for paediatric consumer health continues to be associated with more-traditional brands. Positioning strategies, point-of-sale availability and top-of-mind awareness in relation to common illnesses (such as cough, cold and allergy issues) remain significant, as does leveraging on affordable prices and mainstream healthcare practitioners’ advice.

New products are expected to provide additional segmentation and specialisation

As major international players look to expand the sales potential of their main global flagship brands, it is expected that they will make more efforts to further develop fast-growing categories, including paediatric digestive remedies, paediatric cough, cold and allergy remedies and paediatric vitamins and dietary supplements. They will particularly prioritise those products that are intended to boost the immune system and to modulate inflammatory responses in the case of chronic digestive and allergy conditions, which continue to rise in number amongst local babies and children.

COMPETITIVE LANDSCAPE

Major international players continue to dominate paediatric consumer health sales

International manufacturers such as GlaxoSmithKline de Costa Rica SA and Bayer Centroamérica y el Caribe remained ahead in volume and value sales in paediatric consumer health in Costa Rica during 2018. They continued to take advantage of consolidated top-of-mind global brands with a presence across both adult and children categories (such as Panadol and Tabcin), leveraging on significant levels of recognition and usage tradition amongst different generations of local buyers.

Paediatric vitamins and dietary supplements generates significant sales

Aside from GlaxoSmithKline and Bayer, players such as paediatric vitamins and dietary supplements manufacturers also have a major role in the sales dynamics of this category. Proper segmentation, point-of-sale-awareness and healthcare practitioners’ advice help to explain consumers’ preference for more-recognised and standardised products, such as Dayamineral (Abbott), GNC and Pharmaton (Grupo Farmanova Intermed SA).

Good opportunities are anticipated for natural vitamins and dietary supplements

Despite having low popularity amongst local buyers in 2018, herbal/traditional paediatric consumer health products, and in particular vitamins and dietary supplements, are anticipated to gain sales momentum over the forecast period. They will benefit from rising levels of segmentation and availability across a broader base of high-end supermarkets, drugstores/parapharmacies and healthfood shops.

Files are delivered directly into your account within a few minutes of purchase.