Paediatric Consumer Health in Ecuador

2020 IMPACT

The pandemic contributes to growth as parents prioritise children’s immune systems

COVID-19 is expected to contribute to higher retail value growth rates in 2020 in most paediatric consumer health categories. Paediatric vitamins and dietary supplements will remain by far the largest category within paediatric consumer health, as parents want to support their children’s growth and development and protect them from COVID-19.

Parents seek recommendations from paediatricians as they want the best for their children

In general, paediatric consumer health purchasing decisions are highly driven by word of mouth among parents, as well as by paediatrician recommendations. There is a wide offer of OTC medicines for children and babies available to purchase prescription free.

Growing pressure from price competitive domestic players, while international brands lead sales and advertising of paediatric vitamins and dietary supplements increase in 2020

Although international companies continue to lead paediatric consumer health in Ecuador, within paediatric analgesics and paediatric cold, cough and allergy remedies, local competitors and generic products have gained sales share over the review period, mainly driven by more competitive pricing strategies. Most international companies strongly focus investment on product advertising at sales points and via direct marketing to health specialists and paediatricians in order to increase recommendations to patients.

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