The COVID-19 pandemic enables a strong year for paediatric consumer health as parents look to boost the immunity of their children and keep them safe. Despite the economic downturn that COVID-19 restrictions are likely to precipitate, parents regard products relating to the health of their children as essential and are therefore prepared to spend money on paediatric consumer health even as incomes drop.
Paediatric consumer health sales continue to be led by Walmark, which only competes within paediatric vitamins and dietary supplements. The company offers the widest product portfolio in the category, with its Brontikovia, Martankovia and Echinackovia brands having been available for a long time.
As discussed previously, 2020 was a year in which heightened demand led to increased product innovation in paediatric consumer health. Companies like Benu Slovensko rushed to enter the market and capitalise on consumer interest, releasing their multivitamin gummy bears under the Livsane brand in March 2020.
Paediatric consumer health still has some significant obstacles to overcome in Slovakia. Firstly, paediatric products are not traditionally popular in Slovakia as consumers are more accustomed to giving adult products to their children that they have more experience of, especially within analgesics.
Paediatric vitamins and dietary supplements is expected to be the fastest growing category within paediatric consumer health in 2020. Strong promotions within the category help to boost sales, with brands being promoted via the internet and press releases.
Sales of paediatric cough, cold and allergy (hay fever) remedies are not far behind those of vitamins and dietary supplements. While the available product portfolio is smaller, producers are attracting Slovak parents by offering greater effectiveness against common ailments and products specifically designed for children.
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This report originates from Passport, our Paediatric consumer health research and analysis database.
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