Paediatric Consumer Health in

Colombia
Euromonitor International
January 2021
PAEDIATRIC CONSUMER HEALTH IN COLOMBIA Passport i

LIST OF CONTENTS AND TABLES

KEY DATA FINDINGS.................................................................................................................. 1
2020 IMPACT ............................................................................................................................... 1
Trusted paediatric consumer health experience upturn in demand during initial stages of
pandemic .................................................................................................................................. 1
Increasing counterfeits and illegal market concern Colombian parents .................................... 1
GlaxoSmithKline strengthens dominance with wide product portfolio ....................................... 1
RECOVERY AND OPPORTUNITIES .......................................................................................... 2
Fairly stable performance but declining birth rates could restrict stronger growth potential ...... 2
Stronger focus on prevention will drive stronger demand for paediatric vitamins and dietary
supplements in 2021 ................................................................................................................. 2
Consumers’ alarm over product classification increases after serious incident ........................ 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

COLOMBIA
KEY DATA FINDINGS
▪ Initial stockpiling during pandemic by parents results in upturn in demand for several
paediatric consumer health products in 2020
▪ Paediatric consumer health records 5% current value growth in 2020 to reach COP249 billion
▪ Paediatric cough/cold remedies records highest current value growth of 8% in 2020
▪ GlaxoSmithKline Colombia SA strengthens dominance in 2020 with a 71% value share
▪ Over the forecast period, paediatric consumer health is predicted to record a 5% current value
CAGR (a 2% value CAGR at constant 2020 prices)

2020 IMPACT

Trusted paediatric consumer health experience upturn in demand during

initial stages of pandemic
While there was limited interaction between children over much of 2020 due to lockdown
restrictions, a number of paediatric consumer health products still experienced an upturn in
demand due to a certain level of initial stockpiling amongst Colombian parents as the pandemic
emerged. This supported demand for the largest value category of paediatric analgesics in
addition to paediatric cough/cold remedies as local parents traditionally consider these products
as safe and effective in treating mild symptoms.

Increasing counterfeits and illegal market concern Colombian parents

Rising cases of counterfeit products and an illegal market towards the end of the review
period resulted in increasing concerns amongst local parents regarding the validity of some
paediatric consumer health products. The black market tends to include paediatric products in
syrup format offered at lower prices which are often smuggled into the country. Prior to the
pandemic, this informal market had been increasing at the same rate as the migration crisis,
with Venezuelans arriving in Colombia looking for medicines amongst other products.
Nevertheless, the closure of the country’s borders during the pandemic is likely to have reduced
this type of trade, although greater vigilance will be needed if the illegal market is to be
controlled once restrictions gradually relax over the forecast period.

GlaxoSmithKline strengthens dominance with wide product portfolio

GlaxoSmithKline strengthened its dominance of paediatric consumer health in 2020, with the
player continuing to benefit from a large product portfolio covering different categories following
the 2018 merger with Pfizer. While Dolex is a strong leader, GSK Consumer Healthcare also
offers notable brands such as Emulsión de Scott, Advil Children and Z-bec. Dolex has a long-
standing presence in Colombia and therefore benefits from consumer trust. Its paediatric line
offers a variety of products, including specific ones targeting children over two years and over
seven years. Its main innovation has been chewable tablets, which have facilitated more
accurate dosages and practical usage.

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Abbott Laboratories, which ranked second overall at a considerable distance from the
category leader due to lack of diversification, has been developing products that further highlight
children's health prevention rather than cure in the guise of paediatric vitamins and dietary
supplements. However, its brand Dayamineral lost some value share to GlaxoSmithKline
(Emulsión de Scott, Z-bec Granulado) within this category.

RECOVERY AND OPPORTUNITIES

Fairly stable performance but declining birth rates could restrict stronger
growth potential
While paediatric consumer health is predicted to record a fairly stable performance in value
growth terms (at constant 2020 prices) over the forecast period, the category’s stronger
potential for expansion may be limited somewhat by ongoing declining birth rates in the country,
ultimately reducing the target audience. Nevertheless, the largest value category of paediatric
consumer health will continue to benefit from consumer trust in terms of safety and efficacy, in
addition to the fact that many Colombian parents are reluctant to switch to generics or other
lower-priced options, even in difficult economic times, when it comes to their children. Ongoing
concerns linked to the pandemic will also drive stronger demand for paediatric cough/cold
remedies over the first half of the forecast period before returning to greater levels of
normalisation in terms of consumer behaviour towards 2025.

Stronger focus on prevention will drive stronger demand for paediatric

vitamins and dietary supplements in 2021
A greater focus on prevention and self-care as a result of the pandemic is likely to support
stronger demand for paediatric vitamins and dietary supplements in 2021. Parents who
purchase vitamins and dietary supplements themselves with the aim of boosting their immune
systems and strengthening their bodies’ defence systems against a number of viruses and
illnesses, are more likely to seek the same preventative treatment for their children, particularly
as children return to the school environment on a more regular basis as restrictions relax.

Consumers’ alarm over product classification increases after serious

incident
A case which involved the incorrect dispensing of products to a mother of two boys which
resulted in their death, is likely to encourage greater vigilance over the purchase of paediatric
consumer health products in Colombia. The mother believed she was being given an
antiparasitic by a pharmacy after seeking advice from a doctor but was in fact mistakenly
dispensed a powerful prescription painkiller in early 2020 by an assistant pharmacist in Bogotá
instead. This tragic incident is likely to have shocked many parents of young children and will
reinforce their determination to only purchase trusted and established products with which they
are familiar.

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

COP billion
2015 2016 2017 2018 2019 2020

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Paediatric Analgesics 99.7 111.1 107.8 111.4 116.5 122.6

- Paediatric 76.7 85.3 78.9 81.4 84.6 89.1
Acetaminophen
- Paediatric Aspirin - - - - - -
- Paediatric - - - - - -
Combination Products -
Analgesics
- Paediatric Dipyrone - - - - - -
- Paediatric Ibuprofen 23.0 25.9 28.9 30.1 31.9 33.5
- Paediatric Naproxen - - - - - -
Paediatric Cough, Cold 8.7 8.9 9.3 9.6 10.3 11.1
and Allergy Remedies
- Paediatric Allergy - - - - - -
Remedies
- Paediatric Cough/Cold 8.7 8.9 9.3 9.6 10.3 11.1
Remedies
Paediatric Digestive - - - - - -
Remedies
- Paediatric Diarrhoeal - - - - - -
Remedies
- Paediatric - - - - - -
Indigestion and
Heartburn Remedies
- Paediatric Laxatives - - - - - -
- Paediatric Motion - - - - - -
Sickness Remedies
Paediatric - - - - - -
Dermatologicals
Nappy (Diaper) Rash 14.8 15.4 17.1 17.3 18.4 19.4
Treatments
Paediatric Vitamins and 61.3 64.2 74.5 82.1 91.3 95.7
Dietary Supplements
Paediatric Consumer 184.6 199.6 208.6 220.4 236.4 248.7
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 5.2 4.2 22.9

- Paediatric Acetaminophen 5.3 3.0 16.1
- Paediatric Aspirin - - -
- Paediatric Combination Products - - - -
Analgesics
- Paediatric Dipyrone - - -
- Paediatric Ibuprofen 5.1 7.8 45.6
- Paediatric Naproxen - - -
Paediatric Cough, Cold and Allergy 8.1 5.0 27.3
Remedies
- Paediatric Allergy Remedies - - -
- Paediatric Cough/Cold Remedies 8.1 5.0 27.3
Paediatric Digestive Remedies - - -
- Paediatric Diarrhoeal Remedies - - -
- Paediatric Indigestion and Heartburn - - -

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Remedies
- Paediatric Laxatives - - -
- Paediatric Motion Sickness Remedies - - -
Paediatric Dermatologicals - - -
Nappy (Diaper) Rash Treatments 5.5 5.5 30.5
Paediatric Vitamins and Dietary 4.8 9.3 56.1
Supplements
Paediatric Consumer Health 5.2 6.1 34.7
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 Vitamins - 100.0 100.0 100.0 100.0 100.0

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

GlaxoSmithKline 50.8 46.9 47.0 70.3 71.0

Colombia SA
Abbott Laboratories de 4.2 4.9 5.4 5.7 5.5
Colombia SA
Tecnoquímicas SA 3.2 3.4 3.2 3.2 3.4
Laboratorios La Santé SA 1.7 1.9 2.0 2.2 2.1
Procaps SA, Laboratorios 2.0 2.2 2.3 2.0 2.0
JGB SA, Laboratorios 1.7 1.6 1.6 1.9 2.0
Sanofi-Aventis Pharma SA - 0.8 0.8 1.0 1.0
Laboratorios Siegfried SA 1.2 1.2 1.1 1.0 0.9
Cero Ltda, Laboratorios 0.9 0.9 0.9 0.9 0.8
Productos Familia 0.7 0.7 0.7 0.7 0.8
Sancela SA
Bayer de Colombia SA 0.6 0.7 0.7 0.7 0.7
Johnson & Johnson de 0.9 0.9 0.8 0.7 0.6
Colombia SA
Laboratorios Natural 0.4 0.4 0.5 0.6 0.6
Freshly Infabo Ltda
Belleza Express SA 0.5 0.5 0.4 0.5 0.5
Laboratorio Franco 0.6 0.5 0.5 0.5 0.5
Colombiano Lafrancol SAS
Laboratorios Remo Ltda 0.3 0.4 0.4 0.4 0.5
Biochem Farmaceútica de 0.1 0.1 0.1 0.1 0.1
Colombia SA
Merck Colombia SA 0.1 0.1 0.1 0.1 0.1
Pfizer Colombia SA 17.6 19.2 18.5 - -
Boehringer Ingelheim SA 0.8 - - - -
Chalver de Colombia SA - - - - -

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Wyeth Inc, Laboratorios - - - - -

Propersa Ltda, - - - - -
Laboratorios
Laboratórios Andrómaco - - - - -
Ltda
Bristol-Myers Squibb de - - - - -
Colombia Ltda
Farma de Colombia SA, - - - - -
Grupo
Laboratorios Farmacol SA - - - - -
Others 11.9 12.6 13.0 7.5 7.0
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

Dolex GlaxoSmithKline 30.3 29.5 32.0 32.3

(GlaxoSmithKline Plc) Colombia SA
Emulsión de Scott GlaxoSmithKline 16.6 17.5 18.5 18.7
(GlaxoSmithKline Plc) Colombia SA
Advil Children GlaxoSmithKline - - 11.5 11.6
(GlaxoSmithKline Plc) Colombia SA
Z-bec GlaxoSmithKline - - 7.7 7.8
(GlaxoSmithKline Plc) Colombia SA
Dayamineral (Abbott Abbott Laboratories de 4.9 5.4 5.7 5.5
Laboratories Inc) Colombia SA
Crema No 4 Tecnoquímicas SA 2.6 2.4 2.4 2.5
Pediavit (Europharm Procaps SA, Laboratorios 2.2 2.3 2.0 2.0
as)
Acetaminofen La Santé Laboratorios La Santé SA 1.6 1.7 1.8 1.7
Kola Granulada JGB JGB SA, Laboratorios 1.1 1.2 1.4 1.5
Chicos
Bisolvon (Sanofi) Sanofi-Aventis Pharma SA 0.8 0.8 1.0 1.0
Crema Cero Cero Ltda, Laboratorios 0.9 0.9 0.9 0.8
Pequeñin (Essity AB) Productos Familia 0.7 0.7 0.7 0.8
Sancela SA
Bethene (Bayer AG) Bayer de Colombia SA 0.7 0.7 0.7 0.7
Noxpirin (Biochem Laboratorios Siegfried SA 0.9 0.9 0.8 0.7
Farmaceútica de
Colombia SA)
Desitin (Johnson & Johnson & Johnson de 0.9 0.8 0.7 0.6
Johnson Inc) Colombia SA
Apetifort Laboratorios Natural 0.4 0.5 0.6 0.6
Freshly Infabo Ltda
Centrum GlaxoSmithKline - - 0.6 0.6
(GlaxoSmithKline Plc) Colombia SA
Acetaminofén MK Tecnoquímicas SA 0.5 0.5 0.5 0.5
Bronquisol JGB SA, Laboratorios 0.4 0.4 0.5 0.5
Arrurru Belleza Express SA 0.5 0.4 0.5 0.5
Inotyol (Mylan Inc) Laboratorio Franco 0.5 0.5 0.5 0.5
Colombiano Lafrancol SAS
Metatitane Laboratorios Remo Ltda 0.4 0.4 0.4 0.5
Ibuprofeno Niños La Laboratorios La Santé SA 0.3 0.3 0.4 0.4
Santé
Noraver Tecnoquímicas SA 0.3 0.3 0.3 0.3

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Adorem (Mega Labs SA) Laboratorios Siegfried SA - 0.2 0.1 0.1

Rodalgin Biochem Farmaceútica de 0.1 0.1 0.1 0.1
Colombia SA
Cebion (Procter & Merck Colombia SA - 0.1 0.1 0.1
Gamble Co, The)
Hipoglós (Mega Labs Laboratorios Siegfried SA - 0.1 0.1 0.1
SA)
Advil Children Pfizer Colombia SA 11.4 10.5 - -
(Pfizer Inc)
Z-bec (Pfizer Inc) Pfizer Colombia SA 7.2 7.4 - -
Others Others 13.6 13.6 7.5 7.0
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

COP billion
2020 2021 2022 2023 2024 2025

Paediatric Analgesics 122.6 124.6 126.3 127.5 128.3 128.8

- Paediatric 89.1 90.5 91.7 92.5 92.9 93.0
Acetaminophen
- Paediatric Aspirin - - - - - -
- Paediatric - - - - - -
Combination Products -
Analgesics
- Paediatric Dipyrone - - - - - -
- Paediatric Ibuprofen 33.5 34.1 34.6 35.0 35.4 35.8
- Paediatric Naproxen - - - - - -
Paediatric Cough, Cold 11.1 11.5 11.9 12.3 12.5 12.8
and Allergy Remedies
- Paediatric Allergy - - - - - -
Remedies
- Paediatric Cough/Cold 11.1 11.5 11.9 12.3 12.5 12.8
Remedies
Paediatric Digestive - - - - - -
Remedies
- Paediatric Diarrhoeal - - - - - -
Remedies
- Paediatric - - - - - -
Indigestion and
Heartburn Remedies
- Paediatric Laxatives - - - - - -
- Paediatric Motion - - - - - -
Sickness Remedies
Paediatric - - - - - -
Dermatologicals
Nappy (Diaper) Rash 19.4 19.8 20.1 20.5 20.8 21.0
Treatments
Paediatric Vitamins and 95.7 99.6 103.0 105.7 107.6 108.7
Dietary Supplements
Paediatric Consumer 248.7 255.5 261.4 265.9 269.2 271.2
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.

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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 1.6 1.0 5.0

- Paediatric Acetaminophen 1.6 0.9 4.4
- Paediatric Aspirin - - -
- Paediatric Combination Products - - - -
Analgesics
- Paediatric Dipyrone - - -
- Paediatric Ibuprofen 1.7 1.3 6.8
- Paediatric Naproxen - - -
Paediatric Cough, Cold and Allergy 4.0 2.8 15.0
Remedies
- Paediatric Allergy Remedies - - -
- Paediatric Cough/Cold Remedies 4.0 2.8 15.0
Paediatric Digestive Remedies - - -
- Paediatric Diarrhoeal Remedies - - -
- Paediatric Indigestion and Heartburn - - -
Remedies
- Paediatric Laxatives - - -
- Paediatric Motion Sickness Remedies - - -
Paediatric Dermatologicals - - -
Nappy (Diaper) Rash Treatments 2.0 1.6 8.4
Paediatric Vitamins and Dietary 4.1 2.6 13.6
Supplements
Paediatric Consumer Health 2.7 1.7 9.0
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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