Paediatric consumer health sales growth will nearly double in 2020, benefitting from growing consumer purchasing power, growing product ranges and fear of COVID-19. Over the review period, this category underperformed and was represented by a very limited number of products, as traditionally most Estonians commonly used regular products for paediatric purposes – just in smaller doses.
Parents are willing to purchase a more diverse range of paediatric consumer health products in 2020 to protect their children’s health. Nappy (diaper) rash treatment is a traditional paediatric product with high demand in Estonia and that will witness marginally less growth in 2020 than ibuprofen.
Reckitt Benckiser Poland will remain the leading producer in Estonia in 2020 as sales of its Nurofen Forte brand represented all sales of paediatric ibuprofen. The company’s success was largely demand-driven, as more parents looked for paediatric analgesics instead of lowering the doses of standard adult systemic analgesics.
There is a developing trend for preventive medicine, which is increasing the number of parents interested in paediatric vitamins and dietary supplements. General awareness regarding dietary supplements and their effects is growing among Estonian consumers, with parents expected not only to seek such products for themselves but also for their children.
OTC products will continue to be sold only through chemists/pharmacies over the forecast period. This channel is already the largest in paediatric consumer health and paediatric analgesics and, as no regulation changes are expected in the coming years regarding the distribution of OTC items, the chemists/pharmacies channel will maintain its leading position in upcoming years.
Paediatric ibuprofen is expected to record the fastest growth and maintain the best performance over the forecast period. At the end of the review period, only one product was available in this category and its performance defined the growth rates for it.
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Understand the latest market trends and future growth opportunities for the Paediatric consumer health industry in Estonia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Paediatric consumer health research and analysis database.
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