COVID-19 has had a mixed impact on sales of paediatric consumer health in 2020 with some categories seeing an improved performance compared to 2019, while some have seen a sharp decline in sales. The main winner has been paediatric vitamins and dietary supplements.
Many other categories of paediatric consumer health have suffered as a result of COVID-19. One of the hardest hit areas has been paediatric digestive remedies.
Paediatric consumer health is a highly fragmented category due to the wide range of products it covers. Nevertheless, there continued to be plenty of activity at the end of the review period in terms of new product development and innovation as companies vied for share.
Japan’s declining birth rate is having a negative impact on demand for paediatric consumer health, with this being expected to continue over the forecast period. The measures being taken to control COVID-19 are likely to have a heavy impact on the economy and consumer confidence which is likely to dissuade young couples from starting a family.
Paediatric vitamins and dietary supplements remains the largest area of paediatric consumer health and it also offers the most potential. Having struggled for growth during the review period, COVID-19 has placed a greater focus on the immune system of both adults and children, with this helping to stimulate demand for vitamins and dietary supplements.
Paediatric consumer health faces strong competition from prescribed medicines, as most parents still opt to visit a doctor even in cases of mild symptoms. This preference is supported by the convenience of paediatric hospitals and the subsidies offered by municipalities.
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Understand the latest market trends and future growth opportunities for the Paediatric consumer health industry in Japan 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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