Paediatric consumer health recorded a good current value performance in 2019, thanks to particularly good performances for paediatric vitamins and dietary supplements and paediatric dermatologicals. The former saw a strong performance as these are considered as less potent and safer for children, whilst the latter saw increasing penetration in the local market.
Paediatric consumer health is witnessing significant innovation globally. Unfortunately, paediatric consumer health remains highly underdeveloped in North Macedonia, with many of these new global products not being launched in the local market.
Grocery retailers increased its share of distribution in 2019. Grocery retailers are increasingly offering these products, and this especially applies to modern grocery retailers such as convenience stores.
In 2019, 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 vitamins and 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.
However, both the leading players, Krka Farma and Takeda Pharmaceutical, saw slight value share declines in 2019. This was due to the rising competition, and led to increasing fragmentation.
Marketing activities which specifically promote paediatric consumer health products are rare in North Macedonia. Producers usually pay more attention to the main products in their portfolios, and promote paediatric products alongside.
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