Paediatric Consumer Health in France

PROSPECTS

Falling birth rate and concerns about product safety could hit sales

Although current value sales recorded a modest increase in 2019, paediatric consumer health will continue to be dampened by two factors. The first is the expected decline in the birth rate, which is expected to continue in the long term.

Warmer/shorter winters and fewer coughs and colds will always negatively affect sales

As with other categories in consumer health, the performance of paediatric consumer health can also be affected by “bad years” in terms of ailments. For example, a mild or short winter, such as 2018 and 2019, results in lower levels of ailments and therefore more limited impetus behind sales in paediatric analgesics and cough, cold and allergy remedies, for example.

The trend towards natural products is even more evident in paediatric consumer health

The switch towards more natural substances is even stronger in paediatric consumer health than in products for adults, particularly so in paediatric dermatologicals due to the growing consumer concerns over the use of endocrine disrupters. Natural solutions such as oleo-calcaire (limestone liniment) are set to take off, as well as brands positioned as natural and organic.

COMPETITIVE LANDSCAPE

Sanofi leads but is losing share due to Mitosyl’s falling sales

Sanofi, the leader in overall consumer health, also leads paediatric consumer health, but with a much bigger share of sales, accounting for almost a quarter of value in 2019. However, its share has been declining slightly in recent years due to Mitosyl’s falling sales, with this brand having been caught up in the scandal about endocrine disruptors.

Merck and Arkopharma lead paediatric vitamins and dietary supplements

Merck continued to be the strong leader in the large paediatric vitamins and dietary supplements category through its Bion 3 Junior range. It is followed by Laboratoires Arkopharma with its Azinc Junior brand.

Innovation relatively limited, although Pediakid has been launching new gum formats

Many players are still reluctant to invest in any great amount of innovation in what are generally still small, risky and thus rarely profitable niche areas in paediatric consumer health. In addition, manufacturers often focus on medical devices, which are often not included under the Euromonitor International definitions for the consumer health market, for example saline solutions for children.

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