Paediatric Consumer Health in the United Arab Emirates

PROSPECTS

Trust and reliance in prescription medicine limits category growth

The mandatory health care insurance for those who are employed in the United Arab Emirates also extends to the individual’s family members such as their spouse and children. Health care insurance usually offers good coverage for children including visits to specialists and any treatment that is needed for the child.

Parents placing growing focus on prevention when it comes to their children’s health

High prevalence of flu, stomach upset, and allergies related to outdoor and indoor dust were among the primary complaints seen in children at the end of the review period. Young children often enter the United Arab Emirates when their parents change jobs.

Nappy (diaper) rash treatments benefits from multi-purpose nature

Nappy (diaper) rash treatments was the most dynamic category in 2019. These products are not available on prescription and are widely used by parents to protect their children’s skin.

COMPETITIVE LANDSCAPE

Sudocrem a household essential for new mothers

Sudocrem continued to dominate nappy (diaper) rash treatments due to an existing strong foothold in the market. This product is often recommended by doctors when a baby is born, and then by word of mouth amongst mothers.

Repurchasing of prescribed analgesics benefits international brands

International players led paediatric consumer health in the United Arab Emirates in 2019 with these offering a wide variety of products and a strong foothold within the category. Brands for common illnesses such as cold, flu, stomach upset and rashes were more popular than others.

Julphar Gulf Pharmaceuticals competes through price and strong distribution

Julphar Gulf Pharmaceuticals is the leading local player with it holding the lead in paediatric acetaminophen in 2019 with its Adol brand, while also holding prominent positions in paediatric cough/cold remedies and nappy (diaper) rash treatments with its Amydramine Pediatric and Mebo brands, respectively. The company looks to win share by competing on price with it aiming to attract lower-income consumers; however, with the economy improving the company could lose share if consumers choose to trade up to better known international brands.

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