There is no economising when it comes to the health of children!

By: Budai Klára Date: 2023. 03. 30. 16:31

During the Covid period parents purchased more vitamins for their children.

In the past classic multivitamins used to be the most popular, but today special combinations with vitamin D, vitamin C and zinc are also available.

The experts of Pingvin Pharmacies say: shoppers can choose from a large selection of products combined in different ways, and certain ingredients can be found in many of them, so consumers should check the products for their total ingredient content if they want to avoid overdosing.

Among kids’ vitamins gums have gained popularity over chewable tablets

Multivitamins are conquering the market

According to IQVIA, value sales of children’s multivitamins dropped 8% in 2022, while volume sales reduced by 10% if compared with 2021. Baby vitamin volume sales fell 5% on average, but owing to the price increases vale sales were up 1%.

Krisztina Zákány-Mercz
senior key account manager
Kulcspatikák

Krisztina Zákány-Mercz, senior key account manager of Kulcspatikák Zrt.:

“Sales trends were different from the national average in Kulcs Pharmacies, as volume sales were up 5% and value sales jumped 10%, in part because of the higher prices, but also due to the fact that shoppers started preferring more expensive products in the baby and children’s vitamin segments, as a result of targeted advertising.”

Several manufacturers have entered the FMCG retail channel, appearing on the shelves of super- and hypermarkets. What is more, there also private label products available in this channel. Unlike in the category of vitamins for adults, sales didn’t plunge in the children’s and baby vitamin segments. Parents are willing to spend their money on these products, because preventing illnesses is very important. //

This article is available for reading in Trade magazin 2023/4.