The growth rate in value sales of paediatric consumer health will be unchanged during 2020, as parents prove reluctant to cut back on spending on their offspring, even during turbulent economic times. However, paediatric cough/remedies did see a modest slowdown in annual sales growth, as children spent more time at home during the spring lockdown and were thus less exposed to cold and flu viruses.
Nappy (diaper) rash treatments continue to account for the largest share of value sales in paediatric consumer health and actually saw a slight acceleration in value sales growth during 2020. In spite of the fact that the country’s fertility rate is decline, parents in Serbia are becoming more indulgent towards their children and willing to spend more on products for them.
Parents remain very careful when giving paediatric consumer health products to their children. Most will either choose an herbal/traditional solution or simply visit a doctor and avoid self-medicating out of fear that they might in some way harm their children.
Paediatric vitamins remain more popular than paediatric dietary supplements in Serbia. Indeed, dietary supplements aimed exclusively at children remain rare, while paediatric vitamins are widely available.
For most manufacturers, paediatric products are an adjunct to their wider consumer health portfolios, and for most of the review period, there were few new product launches. However, more consumer health manufacturers are now seeking to expand into paediatric products, particularly vitamins and dietary supplements, in an effort to diversify their product portfolios and increase their margins.
Chemists/pharmacies remain the most important channel for paediatric consumer health. Nevertheless, it is losing value share, mainly to drugstores/parapharmacies, particularly the rapidly expanding dm and Lilly chains.
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Understand the latest market trends and future growth opportunities for the Paediatric consumer health industry in Serbia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Paediatric consumer health research and analysis database.
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