PAEDIATRIC CONSUMER

HEALTH IN INDIA
Euromonitor International
October 2017
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LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1
Prospects ..................................................................................................................................... 1
Increasing Focus on Immunity and Wholesome Nutrition Drives Growth ................................. 1
Government Initiatives Support Sales....................................................................................... 1
Sports To Aid Growth ............................................................................................................... 1
Competitive Landscape ................................................................................................................ 2
Paediatric Consumer Health Remains A Fragmented Category ............................................... 2
Herbalife International India Pvt Performs Well ........................................................................ 2
the Importance of Gripe Water Rises........................................................................................ 2
Category Data .............................................................................................................................. 2
Table 1 Sales of Paediatric Consumer Health by Category: Value 2012-2017 ......... 2
Table 2 Sales of Paediatric Consumer Health by Category: % Value Growth
2012-2017 .................................................................................................... 3
Table 3 Sales of Paediatric Vitamins and Dietary Supplements by Type: %
Value 2014-2017 .......................................................................................... 3
Table 4 NBO Company Shares of Paediatric Consumer Health: % Value
2013-2017 .................................................................................................... 4
Table 5 LBN Brand Shares of Paediatric Consumer Health: % Value 2014-
2017 ............................................................................................................. 4
Table 6 Forecast Sales of Paediatric Consumer Health by Category: Value
2017-2022 .................................................................................................... 5
Table 7 Forecast Sales of Paediatric Consumer Health by Category: % Value
Growth 2017-2022 ....................................................................................... 5

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PAEDIATRIC CONSUMER HEALTH IN

INDIA
HEADLINES
 Paediatric consumer health increases by 6% in current value terms in 2017, reaching INR5.3
billion
 Rising awareness of paediatric products among rural and semi-urban consumers helps drive
sales of paediatric consumer health products in 2017
 With a 6% increase in current value terms, paediatric vitamins and dietary supplements is the
best performing category in 2017
 Herbalife International India Pvt leads paediatric consumer health with a 17% value share in
2017
 Sales of paediatric consumer health are set to record a static performance at constant 2017
prices over the forecast period

PROSPECTS

Increasing Focus on Immunity and Wholesome Nutrition Drives Growth

Rising income levels and increasing awareness of immunity and nutritional issues among
Indian parents are helping drive sales of paediatric vitamins and dietary supplements. There is
an increasing stress being laid on providing the right diet and nutrition to children among urban
consumers. This trend is driving growth of paediatric vitamins and dietary supplements.

Government Initiatives Support Sales

The government of India carried out a number of initiatives over the review period regarding
spreading awareness of the importance of nutrition for children. Some of the notable initiatives
taken by the government include the Integrated Child Development Scheme, Reproductive Child
Health, National Rural Health Mission, Mid-Day Meals and the Rajiv Gandhi Scheme for the
Empowerment of Adolescent Girls, among others. Through these initiatives, the government is
providing free nutrition and carrying out awareness campaigns regarding the right nutrition for
babies, young children and adolescents. Awareness of the necessity of proper nutrition and diet
for a healthy and long life from a young age is on the rise among rural consumers. Due to these
measures, consumers are looking out for paediatric nutrition products available in the market to
supplement the regular food consumed by children.
Similarly, leading players within paediatric vitamins and dietary supplements, such as
Herbalife International India Pvt and Amway India Enterprises Pvt, among others, are carrying
out awareness campaigns and product promotions to reach out to consumers.

Sports To Aid Growth

The popularity of these products is expected to strengthen further over the forecast period, as
parents take up paediatric vitamins and dietary supplements for better immunity and balanced
wholesome nutrition for their children. Taking part in sporting activities is developing as a
healthy lifestyle choice among the urban masses and parents are enrolling their children in

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various sporting activities. The rising sports and exercising trend is also expected to drive
growth of paediatric vitamins and dietary supplements over the forecast period.

COMPETITIVE LANDSCAPE

Paediatric Consumer Health Remains A Fragmented Category

The paediatric consumer health market in India continued to be fragmented during 2017, as
small regional players accounted for over half of all value sales. Despite this, the leading
products within paediatric consumer health were from Herbalife International India Pvt, TTK
Healthcare, Amway India Enterprises Pvt, The Himalaya Drug Co and Dabur India. These
companies benefited from having a strong presence within paediatric vitamins and dietary
supplements.

Herbalife International India Pvt Performs Well

Herbalife International India Pvt led paediatric consumer health in 2017. The company’s
Dinoshake Nutritional Children's Drink Mix performed well during the year. The brand is claimed
to be a good source of calcium, protein, antioxidants and rich in vitamins A, C and E. The brand
is positioned as wholesome nutrition for children and is available through both online retailers
and traditional and modern grocery retailers.

the Importance of Gripe Water Rises

Gripe water for babies is gaining traction with rising awareness of the importance of the
product for babies. The prominent brands in this area include Woodward's Celebrated Gripe
Water by TTK Healthcare, Dabur Gripe Water by Dabur India and Pinkoo Gripe Water by Ajanta
Pharma. More consumers are expected to shift to branded gripe water offerings from traditional
home-made recipes over the forecast period due to increased awareness and hectic lifestyles.

CATEGORY DATA
Table 1 Sales of Paediatric Consumer Health by Category: Value 2012-2017

INR million
2012 2013 2014 2015 2016 2017

Paediatric Analgesics - - - - - -
- Paediatric - - - - - -
Acetaminophen
- Paediatric Aspirin - - - - - -
- Paediatric - - - - - -
Combination Products -
Analgesics
- Paediatric Dipyrone - - - - - -
- Paediatric Ibuprofen - - - - - -
- Paediatric Naproxen - - - - - -
Paediatric Cough, Cold - - - - - -
and Allergy Remedies
- Paediatric Allergy - - - - - -
Remedies
- Paediatric Cough/Cold - - - - - -
Remedies

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Paediatric Digestive 899.8 953.9 1,009.2 1,149.1 1,212.2 1,270.8

Remedies
- Paediatric Diarrhoeal - - - - - -
Remedies
- Paediatric 899.8 953.9 1,009.2 1,149.1 1,212.2 1,270.8
Indigestion and
Heartburn Remedies
- Paediatric Laxatives - - - - - -
- Paediatric Motion - - - - - -
Sickness Remedies
Paediatric - - - - - -
Dermatologicals
Nappy (Diaper) Rash - - - - - -
Treatments
Paediatric Vitamins and 2,587.4 2,942.7 3,272.3 3,525.0 3,771.7 4,012.4
Dietary Supplements
Paediatric Consumer 3,487.2 3,896.6 4,281.5 4,674.1 4,983.9 5,283.2
Health
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: 2017 data is provisional and based on part-year estimates.

Table 2 Sales of Paediatric Consumer Health by Category: % Value Growth 2012-

2017

% current value growth

2016/17 2012-17 CAGR 2012/17 Total

Paediatric Analgesics - - -
- Paediatric Acetaminophen - - -
- Paediatric Aspirin - - -
- Paediatric Combination Products - - - -
Analgesics
- Paediatric Dipyrone - - -
- Paediatric Ibuprofen - - -
- Paediatric Naproxen - - -
Paediatric Cough, Cold and Allergy - - -
Remedies
- Paediatric Allergy Remedies - - -
- Paediatric Cough/Cold Remedies - - -
Paediatric Digestive Remedies 4.8 7.1 41.2
- Paediatric Diarrhoeal Remedies - - -
- Paediatric Indigestion and Heartburn 4.8 7.1 41.2
Remedies
- Paediatric Laxatives - - -
- Paediatric Motion Sickness Remedies - - -
Paediatric Dermatologicals - - -
Nappy (Diaper) Rash Treatments - - -
Paediatric Vitamins and Dietary 6.4 9.2 55.1
Supplements
Paediatric Consumer Health 6.0 8.7 51.5
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: 2017 data is provisional and based on part-year estimates.

Table 3 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value

2014-2017

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% retail value rsp

2014 2015 2016 2017

Paediatric Dietary Supplements 94.9 94.9 94.9 94.8

Paediatric Vitamins 5.1 5.1 5.1 5.2
Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: 2017 data is provisional and based on part-year estimates.

Table 4 NBO Company Shares of Paediatric Consumer Health: % Value 2013-2017

% retail value rsp

Company 2013 2014 2015 2016 2017

Herbalife International 19.6 18.9 18.6 17.3 16.6

India Pvt Ltd
TTK Healthcare Ltd 15.5 15.3 16.2 15.9 15.7
Amway India Enterprises 10.8 9.3 9.2 8.7 8.6
Pvt Ltd
Himalaya Drug Co, The 4.3 4.2 4.2 4.4 4.3
Dabur India Ltd 2.2 2.1 2.1 2.2 2.2
Ajanta Pharma Ltd 1.3 1.2 1.2 1.1 1.1
Others 46.3 49.0 48.5 50.4 51.3
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 5 LBN Brand Shares of Paediatric Consumer Health: % Value 2014-2017

% retail value rsp

Brand (GBO) Company (NBO) 2014 2015 2016 2017

Herbalife Herbalife International 18.9 18.6 17.3 16.6

(Herbalife Ltd) India Pvt Ltd
Woodward's TTK Healthcare Ltd 15.3 16.2 15.9 15.7
Celebrated Gripe
Water (Reckitt
Benckiser Group Plc
(RB))
Nutrilite (Amway Amway India Enterprises 9.3 9.2 8.7 8.6
Corp) Pvt Ltd
Bonnisan Himalaya Drug Co, The 4.2 4.2 4.4 4.3
Dabur Dabur India Ltd 2.1 2.1 2.2 2.2
Pinkoo Gripe Water Ajanta Pharma Ltd 1.2 1.2 1.1 1.1
Woodward's TTK Healthcare Ltd - - - -
Celebrated Gripe
Water (SSL
International Plc)
Others Others 49.0 48.5 50.4 51.3
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

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Table 6 Forecast Sales of Paediatric Consumer Health by Category: Value 2017-2022

INR million
2017 2018 2019 2020 2021 2022

Paediatric Analgesics - - - - - -
- Paediatric - - - - - -
Acetaminophen
- Paediatric Aspirin - - - - - -
- Paediatric - - - - - -
Combination Products -
Analgesics
- Paediatric Dipyrone - - - - - -
- Paediatric Ibuprofen - - - - - -
- Paediatric Naproxen - - - - - -
Paediatric Cough, Cold - - - - - -
and Allergy Remedies
- Paediatric Allergy - - - - - -
Remedies
- Paediatric Cough/Cold - - - - - -
Remedies
Paediatric Digestive 1,270.8 1,268.3 1,263.6 1,254.5 1,243.2 1,225.7
Remedies
- Paediatric Diarrhoeal - - - - - -
Remedies
- Paediatric 1,270.8 1,268.3 1,263.6 1,254.5 1,243.2 1,225.7
Indigestion and
Heartburn Remedies
- Paediatric Laxatives - - - - - -
- Paediatric Motion - - - - - -
Sickness Remedies
Paediatric - - - - - -
Dermatologicals
Nappy (Diaper) Rash - - - - - -
Treatments
Paediatric Vitamins and 4,012.4 4,059.3 4,083.7 4,085.9 4,080.7 4,046.8
Dietary Supplements
Paediatric Consumer 5,283.2 5,327.7 5,347.3 5,340.3 5,323.8 5,272.5
Health
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Note: 2017 data is provisional and based on part-year estimates.

Table 7 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth

2017-2022

% constant value growth

2017/2018 2017-22 CAGR 2017/22 Total

Paediatric Analgesics - - -
- Paediatric Acetaminophen - - -
- Paediatric Aspirin - - -
- Paediatric Combination Products - - - -
Analgesics
- Paediatric Dipyrone - - -
- Paediatric Ibuprofen - - -
- Paediatric Naproxen - - -
Paediatric Cough, Cold and Allergy - - -
Remedies

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- Paediatric Allergy Remedies - - -

- Paediatric Cough/Cold Remedies - - -
Paediatric Digestive Remedies -0.2 -0.7 -3.5
- Paediatric Diarrhoeal Remedies - - -
- Paediatric Indigestion and Heartburn -0.2 -0.7 -3.5
Remedies
- Paediatric Laxatives - - -
- Paediatric Motion Sickness Remedies - - -
Paediatric Dermatologicals - - -
Nappy (Diaper) Rash Treatments - - -
Paediatric Vitamins and Dietary 1.2 0.2 0.9
Supplements
Paediatric Consumer Health 0.8 0.0 -0.2
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Note: 2017 data is provisional and based on part-year estimates.

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