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Pediatric Nutrition Market Competitive Strategies And Key Companies Reckitt Benckiser Group, Nestlé S.A., Abbott Laboratories, and Groupe Danone
Furthermore, Companies such as Mead Johnson Nutrition have operated with very high gross margins accounting for 64.2%, 64.3%, and 61.4% in 2016, 2015, and 2014, respectively. This in turn, indicates lucrative opportunity for market players in this market, which in turn is increasing the entry of large players. Due to the high gross margins, new manufacturers are competing with leading players by selling their products at a reasonable but profitable price.The global pediatric nutrition market was valued at US$ 35,211.6 million in 2016 and is expected to witness a CAGR of 6.4% over the forecast period (2017 – 2025).
Lactose intolerance, allergy to cow’s protein milk, maple syrup urine disease, phenylketonuria, and insulin resistance are some of the most common health complications faced by infants and children. These children require special nutrition, which can be provided by nutritional products. Mead Johnson Nutrition (acquired by Reckitt Benckiser Group Plc) developed a separate category of products specifically designed for children suffering from such diseases. These products include Mead Johnson BCAD, for children suffering from maple syrup urine disease and Mead Johnson PhenylFree, for children suffering from phenylketonuria.
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Other players such as Nestle S.A. and Abbott Laboratories also sell product for children with special needs. Increasing number of products to serve this special population coupled with increasing awareness about such diseases is expected to support growth of the global pediatric nutrition market. Furthermore, companies are focusing on development of products that may serve as nutrition enhancer or taste modifier, for the general population. Such products include ChocoMilk and Cal-C-Tose, which when added to milk enhance its nutritional value.
The four leading players holding a dominant position in the market are Reckitt Benckiser Group Plc, Nestlé S.A., Abbott Laboratories, and Groupe Danone, owing to a spree of market consolidation. Manufacturers are focusing on inorganic growth strategies such as mergers and acquisitions to strengthen their foothold in the global market. For instance, in 2012, Nestle S.A. acquired Pfizer Inc.’s infant nutrition business. In June 2017, Reckitt Benckiser Group Plc acquired Mead Johnson Nutrition, a leading player in pediatric nutrition.
Increasing per capita income in emerging economies of Asia Pacific, emergence of new player in the market, and increasing investment from leading players such as Reckitt Benckiser Group Plc, Nestlé S.A., Abbott Laboratories, Groupe Danone, and Royal FrieslandCampina, in high demand countries such as India and China are major drivers for growth of the market. In the age of significantly lower birth rate in developed economies such as Germany, Canada, U.S. and UK, countries like India, with higher birth rate, presents an opportunity for the player in the market. Moreover, continuous effort from non-government organizations such as WHO, Save The Children, UNICEF and other similar minded organizations to end malnutrition has resulted in formulation of policy that recognizes the importance of nutritional products at very early age, and hence, supports this. For instance, National Nutrition Strategy formulation by Government of India in 2017. These favorable policies is expected to support growth in adoption rate for pediatric nutrition products which in turn will result in growth in the market.
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