In 2018, paediatric consumer health in Macedonia continued to suffer from a lack of paediatric-specific brands and products. In their absence, most consumers tend to use standard brands.
Paediatric consumer health is witnessing significant innovation globally. Unfortunately, paediatric consumer health remains highly underdeveloped in Macedonia, with many new products not being launched in the local market.
Despite the strong presence of medicated skin care products suitable for children’s skin, in 2018 paediatric dermatologicals remained the best performing category in paediatric consumer health, largely due to a low sales base and increasing penetration of the local market. The self-medication trend is leading to stronger spending on paediatric dermatologicals.
In 2018, Krka Farma, the local subsidiary of the Slovenian company Krka dd Novo Mesto, led paediatric consumer health, thanks largely to the strength of its Pikovit brand in paediatric dietary supplements. This brand enjoyed a strong presence in the former Yugoslavia and as a result still benefits from a good reputation and strong consumer awareness.
Takeda Pharmaceutical ranked second in paediatric consumer health in 2018. The company’s value share declined slightly due to ongoing competitive pressures from a growing number of new entrants.
In 2018, despite being a rather small category in terms of value sales, paediatric consumer health remained heavily fragmented, albeit characterised by the presence of several large companies. Besides the leading players Krka Farma and Takeda Pharmaceutical, other notable manufacturers included Pfizer, Dr Theiss Naturwaren, Medex, Erba Vita, Kendy Suisse, Pez International and Walmark, while dm-Drogerie Markt sells private label products under its Das Gesunde Plus line.
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This report originates from Passport, our Paediatric consumer health research and analysis database.
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