For many companies operating in the consumer health industry it can still be difficult to adapt their products and claims for younger consumers. Marketing and communication actions must be adapted as well as packaging.
Currently in Peru 43.5% of children aged 6-35 months suffer from anaemia, reaching 51.
It is expected that more aggressive advertising campaigns will be seen in paediatric consumer health during winter and spring by branded product players as they look to reach more consumers and create awareness of their products’ benefits. With generics having a strong presence, players will need to persuade consumers to keep buying branded products.
Despite the advantages of generics, recognised branded products still hold important positions in paediatric consumer health. Panadol Infantil leads the paediatric acetaminophen category, while Nastizol Junior leads in paediatric cold, cough and allergy remedies.
Although branded products still lead, generics play an important role, especially in paediatric ibuprofen, as ibuprofen is the go-to medicine for children’s health issues. It is considered a medicine that can fight not only pain, but also inflammation and even fever, and is thus often recommended.
Vitador believes that paediatric consumer health represents a potentially interesting niche for its collagen products. It plans to start trialling collagen products for children.
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