Executive Summary

Oct 2019
PROSPECTS
Wound care remains a highly mature category with limited growth potential

Wound care continues to register moderate sales growth in Australia, with the category’s maturity the main barrier to higher growth. Indeed, as all of the products in this category are considered to be essential medical supplies for administering first aid in cases of scratches, grazes, minor cuts and wounds, most households and workplaces in Australia already have an adequate supply of wound care items and sales in the category are accounted for almost entirely by replacement purchases.

Active lifestyles and high levels of participation in sport support demand

Australians are well-known around the world for being particularly active people, with high participation in sport and fitness activities. Indeed, the country is blessed with idyllic landscapes, superb weather for most of the year and an abundance of public outdoor space, which encourages the majority of the country’s population to make the most of the great outdoors as often as possible.

Innovation likely to spur growth in wound care during the forecast period

Although wound care is a highly mature category, innovation continues to be seen as the leading players seek to differentiate their products ranges and attract consumers looking for something novel and interesting. Recent years have seen the leading players in the category turn to product innovation as a way of supporting growth in demand for their products, focusing on products with advanced healing properties and flexible, absorbent, breathable and/or waterproof materials to attract an increasingly sophisticated and demanding consumer base.

COMPETITIVE LANDSCAPE
Beiersdorf’s marketing campaigns continue to pay dividends as it leads wound care

Beiersdorf Australia remained the number one player in wound care in 2019 as its Elastoplast brand remained the category’s leading name. The brand continues to benefit from wide distribution through key grocery retailers and health and beauty specialist retailers channels.

Nutricare shakes up wound care with the launch of its innovative Patch brand

Towards the end of the review period, local company Nutricare strengthened its presence in wound care in Australia with its new brand Patch achieving success in a category percent by maturity. Patch’s success has been based on its natural, organic and sustainable positioning.

Children targeted as wound care players seek to expand their consumer bases

The leading manufacturers of wound care increasingly offer their products in packaging that targets children, with sticking plasters/adhesive bandages increasingly considered essential items in the home for treating children’s scrapes and grazes. For example, Johnson & Johnson’s iconic brand Band-Aid increasingly makes use of character licensing to appeal to children and their parents, with products now bearing the images of characters from Marvel’s Avengers, Disney’s Frozen and the BBC’s Peppa Pig, among many others.

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Wound Care in Australia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Wound Treatments industry in Australia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Wound Treatments industry in Australia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Wound Treatments in Australia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Wound Treatments in Australia?
  • What are the major brands in Australia?
  • What novel technologies are being used in sticking plasters/adhesive bandages?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Health market research database.

Wound Care in Australia - Category analysis

HEADLINES

PROSPECTS

Wound care remains a highly mature category with limited growth potential
Active lifestyles and high levels of participation in sport support demand
Innovation likely to spur growth in wound care during the forecast period

COMPETITIVE LANDSCAPE

Beiersdorf’s marketing campaigns continue to pay dividends as it leads wound care
Nutricare shakes up wound care with the launch of its innovative Patch brand
Children targeted as wound care players seek to expand their consumer bases

CATEGORY DATA

Table 1 Sales of Wound Care by Category: Value 2014-2019
Table 2 Sales of Wound Care by Category: % Value Growth 2014-2019
Table 3 NBO Company Shares of Wound Care: % Value 2015-2019
Table 4 LBN Brand Shares of Wound Care: % Value 2016-2019
Table 5 Forecast Sales of Wound Care by Category: Value 2019-2024
Table 6 Forecast Sales of Wound Care by Category: % Value Growth 2019-2024

Consumer Health in Australia - Industry Overview

EXECUTIVE SUMMARY

Positive growth in consumer health as rising spending and stressful lifestyles underpin demand
Maturity in various key categories continues to suppress sales growth
Strong local companies vie with major multinational pharma players for leadership
Few changes seen as retail distribution remains stable
Positive growth to be based on population growth, rising incomes and innovation

MARKET INDICATORS

Table 7 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 8 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 9 Sales of Consumer Health by Category: Value 2014-2019
Table 10 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 11 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 12 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 13 Penetration of Private Label in Consumer Health by Category: % Value 2014-2019
Table 14 Distribution of Consumer Health by Format: % Value 2014-2019
Table 15 Distribution of Consumer Health by Format and Category: % Value 2019
Table 16 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 17 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
Summary 1 OTC: Switches 2018-2019

DEFINITIONS

SOURCES

Summary 2 Research Sources