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