While adult consumer health is seeing value growth slow down due to the rising popularity of private label products, the paediatric consumer health category keeps growing faster in terms of value thanks to the release of new products with different tastes and formats, to attract parents. In areas such as pain management, brands such as Calpol rank number one in the country.
Paediatric vitamins and dietary supplements are popular among UK parents as one third of these parents struggles with balancing the right diet for their children. Low levels of vitamin D are also common in children in the UK, particularly during the winter.
The appeal of natural and organic brands rises as UK consumers increasingly demand transparency as awareness of ingredients heightens. In paediatric dermatologicals, parents are increasingly concerned about the presence of potentially harmful synthetic ingredients in the products they use on their children, and as a result are more willing to pay a premium for high-quality and safe brands they can trust.
Calpol, Haliborange, Nurofen and Sudocrem are the top four brands dominating the paediatric consumer health landscape. For years, the brands have built a strong reputation in the eyes of British parents, becoming go-to products whenever their children fall ill.
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