Paediatric Consumer Health in

Singapore
Euromonitor International
November 2020
PAEDIATRIC CONSUMER HEALTH IN SINGAPORE Passport i

LIST OF CONTENTS AND TABLES

KEY DATA FINDINGS.................................................................................................................. 1
2020 IMPACT ............................................................................................................................... 1
Panic over COVID-19 fuels growth in major paediatric categories ........................................... 1
Increased interest in preventive care boosts demand for paediatric VDS................................. 1
GSK Consumer Healthcare leverages extensive distribution network to retain lead ................ 1
RECOVERY AND OPPORTUNITIES .......................................................................................... 2
Entrance of new players in paediatric vitamins to expand consumer base ............................... 2
Lifestyle factors could impact consumer base for paediatrics products .................................... 2
Safe image of vitamins and dietary supplements to support further growth .............................. 2
CATEGORY DATA ....................................................................................................................... 2
Table 1 Sales of Paediatric Consumer Health by Category: Value 2015-2020 ......... 2
Table 2 Sales of Paediatric Consumer Health by Category: % Value Growth
2015-2020 .................................................................................................... 3
Table 3 Sales of Paediatric Vitamins and Dietary Supplements by Type: %
Value 2015-2020 .......................................................................................... 4
Table 4 NBO Company Shares of Paediatric Consumer Health: % Value
2016-2020 .................................................................................................... 4
Table 5 LBN Brand Shares of Paediatric Consumer Health: % Value 2017-
2020 ............................................................................................................. 5
Table 6 Forecast Sales of Paediatric Consumer Health by Category: Value
2020-2025 .................................................................................................... 6
Table 7 Forecast Sales of Paediatric Consumer Health by Category: % Value
Growth 2020-2025 ....................................................................................... 7

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PAEDIATRIC CONSUMER HEALTH IN

SINGAPORE
KEY DATA FINDINGS
▪ The COVID-19 outbreak will likely have a minimal impact on paediatric consumer health in
2020
▪ Paediatric consumer health current retail value sales rise by 6% in 2020 to reach SGD29
million
▪ Paediatric vitamins and dietary supplements leads growth in 2020, with current retail value
sales rising by 7%
▪ GSK Consumer Healthcare Singapore leads sales in 2020, posting a retail value share of
20%
▪ Over the forecast period, paediatric consumer health is expected to post a retail value CAGR
of 5% at current 2020 prices (3% constant value), with sales reaching SGD36 million in 2025

2020 IMPACT

Panic over COVID-19 fuels growth in major paediatric categories

Similar to the impact on adult analgesics and vitamins and dietary supplements, the COVID-
19 outbreak resulted in short-term stockpiling of paediatric analgesics, as well as an increase in
demand for paediatric vitamins. While the extent of the spike might not be as apparent for
paediatric categories, the impact can be seen for major contributing categories, including
paediatric ibuprofen and vitamins.

Increased interest in preventive care boosts demand for paediatric VDS

With an increasing number of medical overdoses due to OTC products, many parents are
averse towards purchasing OTC products for their children. According to local hospital KK
Women’s and Children’s Hospital, acetaminophen and ibuprofen overdoses are among the
three most common drug-related emergencies in Singapore. As such, parents are more likely to
seek medical treatments from clinics for their children rather than self-medicating them with
OTC products. Consequently, despite the slight uptake contributed by the onset of the COVID-
19 pandemic, growth within paediatric OTC products is expected to decline in the long-term.
On the other hand, parents might continue to stock up on paediatric vitamins supplies in order
to boost their children’s immunity and prevent the onset of future diseases. Furthermore, given
the fact that vitamin products have fewer associated health risks, it is likely that growth within
paediatric vitamins will exceed that for paediatric analgesics in the coming years.

GSK Consumer Healthcare leverages extensive distribution network to

retain lead
GSK Consumer Healthcare retained its lead within paediatric consumer health in 2020. The
company became the leading player in the category in 2019 after it assumed the role of national
distributor for all GSK brands. The company’s success can be attributed to the popularity of
brands such as Scott’s in the large paediatric vitamins and dietary supplements category,
Panadol within paediatric analgesics, and Calpol and Drapolene in nappy (diaper) rash

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treatments. Scott’s continues to attract consumers, offering palatable formats such as pastilles
with additional functional ingredients like DHA to support the immune system. The player’s
brands benefit from a wide distribution network via major supermarkets and
drugstores/parapharmacies throughout Singapore.

RECOVERY AND OPPORTUNITIES

Entrance of new players in paediatric vitamins to expand consumer

base
Unilever’s recently acquired vitamin and supplement brand OLLY entered Singapore in 2020.
The brand offers a wide range of different options, including paediatric multivitamins and
combination supplement products such as Kids Multi + Omega-3. These products also come in
natural flavours like strawberry and tangerine, which are child-friendly and easy to ingest. Most
importantly, OLLY’s vitamin products come in a gummies format, which is popular among
children in Singapore. With the brand currently retailing at local drugstore Watsons and e-
commerce platforms Lazada and Redmart, it is set to provide competition for existing players in
paediatric vitamins and supplements, prompting companies to come up with innovative products
that appeal to children. Nevertheless, GSK Consumer Healthcare’s Scott’s brand continues to
lead paediatrics vitamins and dietary supplements with its line of pastilles vitamins containing
immunity boosting ingredients such as DHA.

Lifestyle factors could impact consumer base for paediatrics products

The declining birth rate continues to limit the overall paediatric consumer base in Singapore.
According to statistics, the birth rate in 2019 fell by 1% from 2018. Furthermore, modern parents
are less likely to expose their children to consumer health products unless recommended to do
so by a health professional as they are wary of the potential risks of OTC treatments. In
addition, parents who seek naturally healthy lifestyles for their children might refrain from
purchasing health products such as vitamins and supplements, instead opting for healthy diets.
As such, this will likely result in a shrinking consumer base for paediatric products, leading to a
reduction in volume growth during the forecast period.

Safe image of vitamins and dietary supplements to support further

growth
Paediatric vitamins and dietary supplements will continue to lead value growth over the
forecast period. Parents are particularly cautious regarding medicines for their children,
especially the potential side effects of standard products. However, they believe that paediatric
vitamins and dietary supplements are safe for children. This trend is set to continue over the
coming years, supported by doctors and pharmacists, who often advise that paediatric vitamins
and dietary supplements have a key role to play in maintaining children’s health and wellbeing.
The general focus on long-term health and the prevention of ailments and disease, as well as
fears over child obesity, will support sales of paediatric vitamins and dietary supplements for the
foreseeable future.

CATEGORY DATA
Table 1 Sales of Paediatric Consumer Health by Category: Value 2015-2020

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SGD million
2015 2016 2017 2018 2019 2020

Paediatric Analgesics 1.3 1.4 1.4 1.5 1.5 1.5

- Paediatric 1.3 1.3 1.4 1.4 1.4 1.5
Acetaminophen
- Paediatric Aspirin - - - - - -
- Paediatric - - - - - -
Combination Products -
Analgesics
- Paediatric Dipyrone - - - - - -
- Paediatric Ibuprofen 0.0 0.0 0.0 0.1 0.1 0.1
- Paediatric Naproxen - - - - - -
Paediatric Cough, Cold 1.0 1.0 1.0 1.0 1.0 1.0
and Allergy Remedies
- Paediatric Allergy - - - - - -
Remedies
- Paediatric Cough/Cold 1.0 1.0 1.0 1.0 1.0 1.0
Remedies
Paediatric Digestive 0.3 0.3 0.3 0.3 0.3 0.3
Remedies
- Paediatric Diarrhoeal - - - - - -
Remedies
- Paediatric 0.0 0.0 0.0 0.0 0.0 0.0
Indigestion and
Heartburn Remedies
- Paediatric Laxatives 0.3 0.3 0.3 0.3 0.3 0.3
- Paediatric Motion - - - - - -
Sickness Remedies
Paediatric 0.9 0.9 0.9 0.9 1.0 1.0
Dermatologicals
Nappy (Diaper) Rash 0.6 0.6 0.6 0.6 0.6 0.6
Treatments
Paediatric Vitamins and 18.9 19.7 20.6 21.8 22.9 24.4
Dietary Supplements
Paediatric Consumer 22.9 23.9 24.9 26.1 27.3 28.9
Health
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: 2020 data is provisional and based on part-year estimates.

Table 2 Sales of Paediatric Consumer Health by Category: % Value Growth 2015-2020

% current value growth

2019/20 2015-20 CAGR 2015/20 Total

Paediatric Analgesics 2.2 2.6 13.9

- Paediatric Acetaminophen 2.1 2.4 12.6
- Paediatric Aspirin - - -
- Paediatric Combination Products - - - -
Analgesics
- Paediatric Dipyrone - - -
- Paediatric Ibuprofen 4.0 9.2 55.2
- Paediatric Naproxen - - -
Paediatric Cough, Cold and Allergy 0.8 -0.6 -3.2
Remedies
- Paediatric Allergy Remedies - - -
- Paediatric Cough/Cold Remedies 0.8 -0.6 -3.2
Paediatric Digestive Remedies 0.1 1.3 6.8

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- Paediatric Diarrhoeal Remedies - - -

- Paediatric Indigestion and Heartburn 2.0 2.1 10.9
Remedies
- Paediatric Laxatives -0.1 1.3 6.5
- Paediatric Motion Sickness Remedies - - -
Paediatric Dermatologicals 0.8 2.4 12.8
Nappy (Diaper) Rash Treatments 2.2 2.4 12.6
Paediatric Vitamins and Dietary 6.5 5.3 29.5
Supplements
Paediatric Consumer Health 5.7 4.7 25.8
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: 2020 data is provisional and based on part-year estimates.

Table 3 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2015-
2020

% retail value rsp

2015 2016 2017 2018 2019 2020

Paediatric Dietary - 55.0 54.2 54.1 53.6 52.6

Supplements
Paediatric Vitamins - 45.0 45.8 45.9 46.4 47.4
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
Note: 2020 data is provisional and based on part-year estimates.

Table 4 NBO Company Shares of Paediatric Consumer Health: % Value 2016-2020

% retail value rsp

Company 2016 2017 2018 2019 2020

GSK Consumer Healthcare - - - 19.7 19.9

Singapore Pte Ltd
Cerebos Pacific Ltd 12.0 12.0 12.1 12.1 12.1
Bayer (South East Asia) 11.2 11.3 11.2 11.2 11.3
Pte Ltd
21st Century Healthcare 3.3 3.3 3.3 3.4 3.4
Pte Ltd
ONI Global Pte Ltd 3.6 3.6 3.6 3.4 3.2
VitaHealth Asia Pacific 3.7 3.5 3.3 3.1 2.9
(S) Pte Ltd
Nu Skin Enterprises 3.2 3.1 3.1 2.8 2.6
Singapore Pte Ltd
Kalbe Farma Tbk PT 2.9 2.8 2.7 2.5 2.4
Sebapharma GmbH & Co KG 2.7 2.5 2.4 2.3 2.2
Procter & Gamble (S) - - 2.4 2.3 2.2
Pte Ltd
Blackmores (S) Pte Ltd 1.0 1.1 1.1 1.1 1.2
Amway (S) Pte Ltd 1.3 1.3 1.2 1.2 1.1
Kordel's Ltd 1.1 1.1 1.1 1.1 1.1
USANA Health Sciences 1.0 0.9 0.9 0.9 0.8
Singapore Pte Ltd
Creative Network 1.0 0.9 0.8 0.8 0.7
International (S) Pte Ltd
Prestige Consumer - - 0.7 0.7 0.6

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Healthcare Inc
Sanofi-Aventis 0.7 0.6 0.6 0.6 0.6
Singapore Pte Ltd
Johnson & Johnson Pte Ltd 0.6 0.6 0.6 0.6 0.6
Smith & Nephew Pte Ltd 0.6 0.6 0.6 0.5 0.5
Reckitt Benckiser (S) 0.2 0.2 0.2 0.2 0.2
Pte Ltd
Remedica Ltd 0.3 0.2 0.2 0.2 0.2
Dairy Farm 0.2 0.2 0.2 0.2 0.2
International Holdings
Ltd
Suu Balm Singapore Pte - 0.2 0.2 0.2 0.2
Ltd
SSL Healthcare 0.1 0.1 0.1 0.1 0.1
Singapore Pte Ltd
GlaxoSmithKline 19.3 19.4 19.5 - -
Singapore Pte Ltd
Merck (S) Pte Ltd 2.6 2.5 - - -
Prestige Brands - 0.7 - - -
Holdings Inc
CB Fleet Co Inc 0.7 - - - -
United Laboratories Inc 0.1 - - - -
Ego Pharmaceuticals Pty 0.1 - - - -
Ltd
Others 26.5 27.3 28.1 28.9 29.8
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 2017-2020

% retail value rsp

Brand (GBO) Company (NBO) 2017 2018 2019 2020

Scott's GSK Consumer Healthcare - - 14.3 14.7

(GlaxoSmithKline Plc) Singapore Pte Ltd
Brand's (Suntory Cerebos Pacific Ltd 12.0 12.1 12.1 12.1
Holdings Ltd)
Redoxon (Bayer AG) Bayer (South East Asia) 10.3 10.4 10.5 10.8
Pte Ltd
Panadol GSK Consumer Healthcare - - 4.1 4.0
(GlaxoSmithKline Plc) Singapore Pte Ltd
21st Century (21st 21st Century Healthcare 3.3 3.3 3.4 3.4
Century Healthcare Pte Ltd
Inc)
GNC (General ONI Global Pte Ltd 3.6 3.6 3.4 3.2
Nutrition Centers
Inc)
Vita (Vita Life VitaHealth Asia Pacific 3.5 3.3 3.1 2.9
Sciences Ltd) (S) Pte Ltd
Jungamals (Nu Skin Nu Skin Enterprises 3.1 3.1 2.8 2.6
Enterprises Inc) Singapore Pte Ltd
Woods' Kalbe Farma Tbk PT 2.8 2.7 2.5 2.4
Sebamed Sebapharma GmbH & Co KG 2.5 2.4 2.3 2.2
Seven Seas (Procter Procter & Gamble (S) - 2.4 2.3 2.2
& Gamble Co, The) Pte Ltd
Blackmores Blackmores (S) Pte Ltd 1.1 1.1 1.1 1.2
(Blackmores Ltd)
Nutrilite (Amway Amway (S) Pte Ltd 1.3 1.2 1.2 1.1

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Corp)
Kordel's (Bionor Kordel's Ltd 1.1 1.1 1.1 1.1
Pharma ASA)
USANA (USANA Health USANA Health Sciences 0.9 0.9 0.9 0.8
Sciences Inc) Singapore Pte Ltd
CNI (Citra Nusa Creative Network 0.9 0.8 0.8 0.7
Insan Cemerlang PT) International (S) Pte Ltd
Fleet Prestige Consumer - 0.7 0.7 0.6
Healthcare Inc
Calpol GSK Consumer Healthcare - - 0.6 0.6
(GlaxoSmithKline Plc) Singapore Pte Ltd
Drapolene GSK Consumer Healthcare - - 0.6 0.6
(GlaxoSmithKline Plc) Singapore Pte Ltd
Rhinathiol (Sanofi) Sanofi-Aventis 0.6 0.6 0.6 0.6
Singapore Pte Ltd
Desitin (Johnson & Johnson & Johnson Pte Ltd 0.6 0.6 0.6 0.6
Johnson Inc)
Secura (Smith & Smith & Nephew Pte Ltd 0.6 0.6 0.5 0.5
Nephew Plc)
Flintstones (Bayer Bayer (South East Asia) 0.9 0.8 0.6 0.5
AG) Pte Ltd
Nurofen (Reckitt Reckitt Benckiser (S) 0.2 0.2 0.2 0.2
Benckiser Group Plc Pte Ltd
(RB))
Remedol Remedica Ltd 0.2 0.2 0.2 0.2
Guardian (Private Dairy Farm 0.2 0.2 0.2 0.2
Label) International Holdings Ltd
Suu Balm Suu Balm Singapore Pte Ltd 0.2 0.2 0.2 0.2
Woodward's Gripe SSL Healthcare 0.1 0.1 0.1 0.1
Water (Reckitt Singapore Pte Ltd
Benckiser Group Plc
(RB))
Scott's GlaxoSmithKline 13.8 13.9 - -
(GlaxoSmithKline Plc) Singapore Pte Ltd
Panadol GlaxoSmithKline 4.3 4.2 - -
(GlaxoSmithKline Plc) Singapore Pte Ltd
Others Others 31.9 29.4 28.9 29.8
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

Table 6 Forecast Sales of Paediatric Consumer Health by Category: Value 2020-2025

SGD million
2020 2021 2022 2023 2024 2025

Paediatric Analgesics 1.5 1.5 1.5 1.5 1.5 1.5

- Paediatric 1.5 1.5 1.5 1.5 1.5 1.5
Acetaminophen
- Paediatric Aspirin - - - - - -
- Paediatric - - - - - -
Combination Products -
Analgesics
- Paediatric Dipyrone - - - - - -
- Paediatric Ibuprofen 0.1 0.1 0.1 0.1 0.1 0.1
- Paediatric Naproxen - - - - - -
Paediatric Cough, Cold 1.0 1.0 1.0 1.0 1.0 1.0
and Allergy Remedies
- Paediatric Allergy - - - - - -

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Remedies
- Paediatric Cough/Cold 1.0 1.0 1.0 1.0 1.0 1.0
Remedies
Paediatric Digestive 0.3 0.3 0.3 0.3 0.3 0.3
Remedies
- Paediatric Diarrhoeal - - - - - -
Remedies
- Paediatric 0.0 0.0 0.0 0.0 0.0 0.0
Indigestion and
Heartburn Remedies
- Paediatric Laxatives 0.3 0.3 0.3 0.3 0.3 0.3
- Paediatric Motion - - - - - -
Sickness Remedies
Paediatric 1.0 1.0 1.0 1.0 1.0 1.0
Dermatologicals
Nappy (Diaper) Rash 0.6 0.7 0.7 0.7 0.7 0.7
Treatments
Paediatric Vitamins and 24.4 25.3 26.3 27.4 28.3 29.0
Dietary Supplements
Paediatric Consumer 28.9 29.8 30.8 31.9 32.8 33.5
Health
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Note: 2020 data is provisional and based on part-year estimates.

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

2020-2025

% constant value growth

2020/2021 2020-25 CAGR 2020/25 Total

Paediatric Analgesics 0.6 0.4 1.8

- Paediatric Acetaminophen 0.5 0.3 1.7
- Paediatric Aspirin - - -
- Paediatric Combination Products - - - -
Analgesics
- Paediatric Dipyrone - - -
- Paediatric Ibuprofen 1.6 0.9 4.3
- Paediatric Naproxen - - -
Paediatric Cough, Cold and Allergy 0.1 -0.7 -3.6
Remedies
- Paediatric Allergy Remedies - - -
- Paediatric Cough/Cold Remedies 0.1 -0.7 -3.6
Paediatric Digestive Remedies -1.1 0.7 3.6
- Paediatric Diarrhoeal Remedies - - -
- Paediatric Indigestion and Heartburn -7.6 -0.6 -3.0
Remedies
- Paediatric Laxatives -0.5 0.8 4.2
- Paediatric Motion Sickness Remedies - - -
Paediatric Dermatologicals 0.5 0.5 2.7
Nappy (Diaper) Rash Treatments 1.9 1.5 7.9
Paediatric Vitamins and Dietary 3.6 3.5 18.8
Supplements
Paediatric Consumer Health 3.1 3.0 16.2
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Note: 2020 data is provisional and based on part-year estimates.

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