Paediatric Consumer Health in Italy

PROSPECTS

Willingness to spend offsets low birth rates to generate positive value growth

Low birth rates are set to continue to limit the development of paediatric consumer health in the forecast period. The negative record of births has seen ISTAT report on an all-time low number of newborns.

Vitamins and dietary supplements benefits from safe perception among parents

Paediatric vitamins and dietary supplements is seeing the highest current value growth in 2019. Italian parents are particularly cautious regarding medicines for their children, especially the potential side effects of standard products.

Move to herbal products in search of gentler options with fewer side effects

When treating their children for ailments, parents in Italy are increasingly favouring paediatric products with herbal/traditional positioning. Italian parents are particularly careful about the ingredients contained in products for babies and infants, and they prefer naturally-positioned remedies, which are perceived to be gentler and have fewer side effects.

COMPETITIVE LANDSCAPE

Tachipirina enjoys trust and favour across the generations to lead the category

Domestic companies continue to lead paediatric consumer health in Italy. Aziende Chimiche Riunite Angelini Francesco remains the leading player in 2019, due to the long-established popularity and strength of its Tachipirina brand in paediatric analgesics.

Aboca’s reputation for quality, safe products leads to fastest value growth in 2019

Another Italian company, second-ranked Aboca, is seeing the highest value sales and share growth in paediatric consumer health in 2019. The herbal specialist is present in the category with brands like Aboca, Grintuss, Bio Eulen and LenoDiar.

Mustela gains the trust of parents with products made of natural ingredients

Laboratoires Expanscience Italia’s Mustela is also seeing strong current value sales growth in 2019, despite the slow performance of nappy (diaper) rash treatments. The composition of Mustela prioritises plant-based ingredients, with product formulations claimed to consist of up to 97% natural ingredients.

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