Paediatric Consumer Health in India

PROSPECTS

Childhood malnutrition remains a serious problem

Malnutrition amongst children remains a serious problem in India. According to the Union Ministry of Health and Family Welfare, the fourth National Family Health Survey, conducted over 2015-2017, revealed high levels of malnutrition in children.

Parents shift from treatment to prevention

The rise in consumer health-consciousness is leading to a shift in focus from the treatment of symptoms to prevention and the development of an holistic approach to health and wellbeing. This trend is extending to approaches to parenting, with parents focusing on preventative health measures and seeking to create conditions for optimal childhood development rather than waiting for their children to be affected by illness.

New formats provide potential

The vitamins offer in India is mainly focused on the tablet and capsule formats, which serves to deter some consumers, especially children. Resistance on the part of parents comes partly from an association of the tablet and capsule formats with medicines and, therefore, related concerns about side effects and longer-term detrimental impact.

COMPETITIVE LANDSCAPE

Herbalife targets demand for more specific functionality

Herbalife International India Pvt Ltd is the leader in paediatric consumer health thanks to its strength in the large paediatric vitamins and dietary supplements category, in which it offers chocolate and strawberry variants of its Dinoshake. Moreover, the company has extended its range beyond the regular nutritional drink mix to target specific concerns, as with the introduction of Herbalife Dinoshake Children Chocolicious Height Growing Nutritional Drink Mix.

Amway expanding in paediatric segment

Amway’s efforts to expand its presence in vitamin and dietary supplements in India are including work to target the paediatric segment by building a greater affinity with consumers and launching products specifically targeting children. In 2019, Amway introduced Nutrilite DHA Yummies to provide children aged five years-old and above with omega-3 fatty acids to support normal brain function and vitamin D, which is needed for normal growth and the development of bones, as well as facilitating the functioning of the immune system.

While major players lead, small regional companies play an important role

While the top three players in paediatric consumer health, Herbalife, TTK Healthcare and Amway, each account for a double-digit value share, below them the category is fragmented. Herbalife and Amway are focused on paediatric vitamins and dietary supplements, in which they are the only two players to register a significant individual value share.

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