Despite the decline in the number of children aged 0-14 at the end of the review period, paediatric consumer health continued to see current value growth in 2019. One category led strongly, with paediatric vitamins and dietary supplements accounting for nearly half of overall value sales within paediatric consumer health in 2019.
Paediatric analgesics ranked second within paediatric consumer health in terms of value sales in 2019. As colds and coughs often come with high fever in children, Latvian parents typically give analgesics to reduce the fever and relieve pain and discomfort.
In 2019, there were several factors which had a positive effect on overall growth in paediatric consumer health. For instance, increasing incomes led to more spending on family health, with a focus on better-quality, more expensive products, especially for children, and especially if perceived as natural or made with natural ingredients.
The largest paediatric consumer health category, paediatric vitamins and dietary supplements, was dominated by international players in value terms in 2019. Nycomed Pharma was the leading company with its Apovit Smatkidz brand, followed by Walmark with its Marsiesi brand.
Towards the end of the review period, several companies expanded their ranges of children’s products, due to the forecast growth in the category. For instance, Nurofen Orange for children 100mg, 12 capsules was launched by Reckitt Benckiser Group (RB) in 2018.
It is sometimes difficult to get children to take medicines in traditional liquid or tablet formats. Players have therefore increasingly innovated to make it easier for parents to get their children to take medicines.
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