Paediatric consumer health continues to be heavily impacted by government restrictions on cough and cold remedies. 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 was the most dynamic category in 2019 and this is expected to remain so over the forecast period. The rate of incidence of allergies is increasing among children, driven by higher pollution levels, increasing intolerance to certain foods or dust, and sudden weather changes.
Although paediatric vitamins and dietary supplements sales are increasing, growth has slowed somewhat in recent years. However, the category is expected to see stronger growth over the forecast period as the economy improves and consumers become more confident about making non-essential purchases.
Johnson & Johnson del Ecuador leads nappy (diaper) rash treatments sales. The company owns the Desitin brand, which is well known among consumers and enjoys wide distribution via main retailers.
Sanofi-Synthélabo del Ecuador leads paediatric vitamins and supplements due to the popularity Mulgatol, a traditional brand with a long history of consumption in Ecuador. Kiddi Pharmaton ranks second, with the brand being owned by Boehringer Ingelheim del Ecuador, while Redoxitos from Bayer remains in third place.
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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