Paediatric Consumer Health in Lithuania

PROSPECTS

Demand for safe and effective child-friendly products on the rise

Children are always a very sensitive topic when it comes to product design, positioning and effect of medicines. Parents have to make very important decisions regarding the products they give their children.

Long cold season drives demand for effective relief

Apart from paediatric vitamins and dietary supplements for the prevention of illness, paediatric analgesics was the most popular category in Lithuania in 2019. These products benefit from local specifics; particularly the long cold season and illnesses contracted as a result of this.

Formats specifically for children

The efficacy of paediatric consumer health products is the main criterion behind parents’ purchasing decisions. However, convenience of use is also a very important factor.

COMPETITIVE LANDSCAPE

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 retailers.

Paracetamol for children popular in all formats

Although the demand for more innovative formats and shapes of products was evident across paediatric consumer health in Lithuania, basic products demonstrated healthy sales in 2019. A good example of such a product which is specifically designed for children is Paracetamol-ratiopharm by Ratiopharm.

Flavoured products are more palatable and attractive, leading to new launches

Getting sick children to consume paediatric consumer health products is often quite a challenge for parents. Therefore, manufacturers continue to be active in producing products to facilitate the process.

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