Paediatric Consumer Health in Romania

PROSPECTS

Paediatric consumer health set for dynamic sales growth

All signs currently point towards sustained positive growth for paediatric consumer health. Although Romania’s birth rate is already quite low and slowly declining, standing at 9.

Paediatric vitamins and dietary supplements slated for the strongest growth

With segmentation by age group expected to be a major trend in vitamins and dietary supplements over the forecast period, it is likely that a much wider range of paediatric vitamins and dietary supplements will become available on retail shelves and this is set to support very strong growth in the category. Paediatric supplements are increasingly favoured for their potential to optimise physical health and cognitive development from conception all the way through adolescence and into the early stages of adulthood.

Word-of-mouth set to remain at the forefront of product promotion in the category

Word-of-mouth remains one of the most powerful marketing tools in paediatric consumer health. Although the advice of doctors, other healthcare practitioners and retail staff are also highly influential, many Romanian people are more willing to accept the anecdotal evidence of friends and relatives when choosing which consumer health products to give their children.

COMPETITIVE LANDSCAPE

Fiterman Pharma maintains the leading position in the category

Local manufacturer Fiterman Pharma remained the leading player in paediatric consumer health in 2018 due to the popularity of its paediatric vitamins and dietary supplements. The company offers two brands, Alinan and Propolis C Echinacea, each of which is in the top five names in paediatric consumer health.

Biofarm maintains second position in paediatric consumer health

Another domestic manufacturer Biofarm held second position in 2018 and the company’s position is based mainly on its strength in paediatric OTC medicines. The company’s paediatric analgesics brands bioflu (acetaminophen) and biofen (ibuprofen) remain the first choice in paediatric analgesics for many parents due to their strong reputation for safety and their effectiveness at relieving pain and fever.

Local companies hold their own in a highly competitive category

Romanians are often more prepared to place their trust in local brands, especially when medicating their children and this continues to support the positions of domestic manufacturers in a highly competitive and fragmented category. Local products are often seen as more trustworthy, more natural and less likely to be harmful to their children.

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