Paediatric vitamins and dietary supplements looks set to show an improved performance in volume and current value growth terms over the forecast period. The category will continue to benefit as rising health awareness makes Mexican parents more willing to spend money on non-essential products that can aid the physical and cognitive development of children, while also reducing their risk of various ailments.
Paediatric dermatologicals is among a number of paediatric consumer health categories expected to see volume sales growth slow slightly over the forecast period due to falling birth rates in Mexico. However, the fact that many of the conditions these products are used to treat are chronic – most notably eczema – will help to ensure that demand remains robust overall.
Paediatric cough, cold and allergy remedies is expected to remain the single largest paediatric consumer health category in current value sales terms over the forecast period. While the expansion of the category will be tempered by falling birth rates, demand should remain steady due to the fact that children tend to suffer from coughs, colds and allergy symptoms more frequently than adults.
One of the best performing brands in paediatric consumer health in 2019 was Laboratorios Expanscience México’s Mustela, which competes in nappy (diaper) rash treatments and paediatric dermatologicals. In addition to improvements in distribution via health and beauty specialist retailers and modern grocery retailers (including convenience stores chains like Oxxo), the brand continued to benefit from strong marketing support.
The latter half of 2018 saw Sanofi-Aventis introduce Histiacil FAM, an extension of its popular cough remedies brand Histiacil NF. Histiacil FAM is offered in Adult, Junior and Paediatric versions, and claims to alleviate symptoms in as little as 15 minutes.
Despite registering steady value share gains towards the end of the review period, internet retailing continued to play a marginal role in paediatric consumer health distribution in 2019. This reflected the fact that the need for most types of paediatric consumer health products tends to be immediate or urgent, hence they are typically purchased in-store.
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