Paediatric Consumer Health in Lithuania

PROSPECTS

Demand for effective and child-friendly products on the rise

Children are always very sensitive topic when it comes to product design, positioning and effect. Paediatric consumer health is under more scope still, as it deals with children at a very sensitive time when they are sick.

Long cold season drives demand for effective relief

Systemic analgesics and paediatric acetaminophen were the most popular paediatric products in Lithuania in 2018. Very similar to the OTC categories, designed for adults, the aforementioned products benefit from local specifics, particularly the cold season and illnesses contracted as a result of this lengthy period.

Formats specifically for children

The effectiveness of paediatric consumer health products is the major criterion behind the purchasing decision of parents. However, convenience of usage is also a very important factor in the purchasing decision process.

COMPETITIVE LANDSCAPE

Paracetamol for children generates value

Although the need for more innovative formats and shapes of products was evident across paediatric consumer health in Lithuania, basic products demonstrated healthy sales in 2018. A good example of such a product, which is specifically designed for children, is paracetamol-ratiopharm by ratiopharm GmbH & Co.

Tasty medicine is successful medicine

Usage of paediatric consumer health is often quite a challenge for parents when their children get sick. Therefore, manufacturers continue being active in facilitating this process.

Local brands have limited reach

Paediatric consumer health is totally dominated by international players in Lithuania. These companies have strong research and development, manufacturing, marketing and negotiating power and therefore occupy almost all shelf space in local OTC retailing.

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