Paediatric Consumer Health in Ecuador

PROSPECTS

Overall recovery depends on the removal of government restrictions

A recovery of the category, driven by paediatric cold/cough remedies, may be possible if government restrictions due to the flu outbreaks are lifted. Nevertheless, these measures are expected to come and go during the forecast period as the government wishes to eliminate self-medication during these outbreaks.

Paediatric allergy remedies set to continue its strong growth

Paediatric allergy remedies has been the most dynamic category in 2018 and this is expected to continue over the forecast period. The rate of allergies is increasing among children, driven by higher pollution levels, the increasing intolerance to certain foods or dust, and sudden weather changes.

Growth of paediatric vitamins and dietary supplements dependent on the economy over the forecast period

Even though paediatric vitamins and dietary supplements is witnessing positive growth it has slowed somewhat in 2017 and 2018. However, it is expected to see stronger growth return over the forecast period as the economy demonstrates more positive behaviour and consumers become more confident in making non-essential purchases.

COMPETITIVE LANDSCAPE

Johnson & Johnson dell Ecuador leads nappy (diaper) rash treatments

Johnson & Johnson del Ecuador leads nappy (diaper) rash treatments. The company owns the Desitin brand, which is well known among consumers, and has wide distribution via the main retailers.

Sanofi-Synthélabo del Ecuador leads paediatric vitamins and supplements

Sanofi-Synthélabo del Ecuador leads paediatric vitamins and supplements with Mulgatol, a traditional brand with a long history, which has been consumed by a number of generations in Ecuador. Kiddi Pharmaton holds second place, with the brand owned by Boehringer Ingelheim del Ecuador, while Redoxitos from Bayer remains in third place in 2018.

International companies lead, while domestic players develop

International companies lead paediatric consumer health in Ecuador, although in paediatric analgesics and paediatric cold, cough and allergy remedies there are local competitors and generic products which gained share over the review period, mainly driven by more competitive pricing strategies. Most international companies strongly focus their investment on product advertising at point of sale and direct marketing to health specialists and paediatricians, in order to increase recommendations to patients.

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