Value sales of a wide range of paediatric consumer health products are expected to post strong growth in 2020. In part, that growth is likely to be a reflection of Kenyan parents seeking to shield their children from the impact of the COVID-19 pandemic.
Generally, demand for generic medicines, including demand for generic paediatric medicines, continues to grow at a fast pace. In large part, ongoing rising demand is due to the greater affordability of generic medicines.
GSK Consumer Healthcare, an arm of international giant GlaxoSmithKline Plc, is set to continue to hold its very strong lead in paediatric vitamins and dietary supplements in 2020, holding more than half of the total value share. Multinationals Higher Nature and Vital Health Foods (SWA) are set to rank second and third in the category, respectively, leaving little room for domestic players.
Over the forecast period, value sales at 2020 constant prices of paediatric consumer health products are projected to post slow but nevertheless steady growth as parents gradually shift from using traditional remedies to using modern remedies to ensure their children maintain good health. Indeed, their children’s health is likely to continue to take centre stage as the impact of the COVID-19 pandemic persists over the forecast period.
In order to appeal to both parents and children, manufacturers of paediatric consumer health products in Kenya have tended to invest considerable amounts in marketing and advertising. Indeed, appealing packaging with bright colours and attractive designs is now de rigueur, as is product packaging adorned with licensed images of film and TV characters popular amongst children.
Players in paediatric consumer health have often relied on product innovation to grow their value share, and that strategy is likely to continue to influence performance over the forecast period. For example, manufacturers are likely to continue looking to make their products more appealing to children by enhancing product palatability and introducing new flavours for both syrups and pills.
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This report originates from Passport, our Paediatric consumer health research and analysis database.
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