Paediatric Consumer Health in Romania

PROSPECTS

Parents prioritise quality over price in the category, fuelling strong 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, rising income levels and fewer children per family mean that parents and grandparents are increasingly willing and able to spend more per child.

Greater product segmentation will give vitamins and dietary supplements a boost

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 in major retail channels 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 can determine success or failure

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 is 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 finds the optimal balance to lead sales

Local manufacturer Fiterman Pharma remained the leading player in paediatric consumer health in 2019 due to the popularity of its paediatric vitamins and dietary supplements. It also dominates the increasingly popular herbal/traditional vitamins and dietary supplements category.

Biofarm is strong thanks to well-trusted analgesics offering

Another domestic manufacturer Biofarm SA held second ranking in 2019 and the company’s position is based mainly on its strength in paediatric OTC medicines. Biofarm’s paediatric analgesics brand Bioflu (acetaminophen) remains the first choice in paediatric analgesics for many parents due to its strong reputation for safety and rapid effectiveness at relieving pain and fever.

Both local and foreign players amass considerable shares

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 children.

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