Paediatric Consumer Health in India

2020 IMPACT

Overall category adversely affected by pandemic, but increased interest in vitamins and dietary supplements

Overall, paediatric consumer health is being adversely affected by the COVID-19 pandemic, largely due to the reduced demand for OTC products such as nappy (diaper) rash treatments and digestive remedies because children have remained at home due to the closure of schools and nurseries. However, paediatric vitamins and dietary supplements is seeing demand boosted by the pandemic, as parents seek to boost their children’s immune systems with products such as vitamin C, vitamin D and chyawanprash.

Parental inhibitions constrain growth, but demand rises during the pandemic

One of the major obstacles to the development of paediatric vitamins and dietary supplements is parents’ reluctance to resort to supplements. On the whole, parents prefer to try to give their children nutritious food, rich in vitamins and minerals, using supplements/tablets only as a last resort or when the level of deficiency is high and supplementation has been prescribed by a doctor.

Companies target heightened demand in paediatric vitamins and dietary supplements

Johnson & Johnson (India) Ltd is the leading player in paediatric consumer health thanks to its strength in the large nappy (diaper) rash treatments category. The company benefits from strong brand-awareness both in nappy (diaper) rash treatments and in broader baby care products.

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