Beiersdorf will remain the clear leader in wound care in 2020 due to the popularity of its Curitas brand, which has a long-standing presence in the country and is associated with wound care products by most consumers. In sticking plasters/adhesive bandages the company plays an even greater role, accounting for nearly two thirds of retail value sales.
Sticking plasters/ adhesive bandages is expected to be one of the worst hit products in wound care as a result of COVID-19, with these products easily replaceable for price sensitive consumers by cheaper alternatives in 2020. Sales of sticking plasters/ adhesive bandages are expected to remain low throughout 2020, as cash-strapped consumers prioritise consumer health essentials in the face of the pandemic.
Uniquely in OTC, private label held the second biggest retail value share in wound care in 2020. Farmacity, a local drugstores/parapharmacies chain, is the only company included under private label and notably holds a major retail value share in gauze, tape and other wound care with its value-priced private label line.
Consumers will continue to choose generic and private label products in search of cheaper prices. Although the Argentinian economy is expected to improve, inflation is still high and most consumers remain highly price sensitive, especially in areas where there is little difference in effectiveness between generic and branded products.
Syra is expected to remain the leading player in gauze, tape and other wound care into the forecast period. The only other branded player with a significant share will be Algodonera Avellaneda.
While current value growth will remain below the wound care average in sticking plasters/adhesive bandages, gauze, tape and other wound care will continue to record above-average growth, with these products generally less affected by economic crisis. Like gauze, tape and other wound care, first aid kits are likely to record above-average current value growth into the forecast period.
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Understand the latest market trends and future growth opportunities for the Wound Treatments industry in Argentina with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Wound Treatments research and analysis database.
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