COVID-19 has a relatively low impact on the health of children and as a result value growth is expected to be minimal, in particular as many COVID-19 restrictions are still in place and there is less circulation of other ailments such as the common cold and flu. Many paediatric consumer health products remain undeveloped in Ukraine and are often represented by products targeting both adults and children, (as a number of cough remedies are).
As multinationals are more active in developing product ranges specifically for children, they traditionally occupy significant positions in paediatric consumer health in Ukraine. They benefit from early entry and building a strong brand image through significant investment in advertising support for their brands, both at the time of launch and on an ongoing basis.
One of the impacts of the pandemic is a greater interest in paediatric vitamins and dietary supplements, as parents look to boost the immune system of their children and also address other nutritional needs, in order to protect them from COVID-19. As a result, paediatric vitamins and dietary supplements is expected to register double-digit value growth, though value growth will be slightly lower than in 2020, as normality slowly returns.
Paediatric consumer health will register moderate constant value growth over the forecast period. Demographic trends have a large effect on value sales, especially in paediatric consumer health, and with birth rates declining, this will dampen value sales over the forecast period.
Paediatric consumer health has strong potential in Ukraine, considering that manufacturers of OTC products have not traditionally prioritised the launch of separate products for children and adults, and many product areas are not yet established. Instead, medicines are offered for both adults and children, with different doses suggested for each.
Manufacturers will focus on making their products more attractive to children and parents alike. The leading players are expected to continue launching products in formats which are fun for children to take.
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Paediatric consumer health
Products only specifically designed, marketed and labelled for children's symptoms. Include paediatric analgesics, paediatric cough, cold and allergy remedies, paediatric digestive remedies, paediatric medicated skin care, nappy (diaper) rash treatments, paediatric vitamins and dietary supplements.See All of Our Definitions
This report originates from Passport, our Paediatric consumer health research and analysis database.
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