Wound care is expected to maintain similar current value growth in 2020 to that seen the previous year. Although the category saw an increase in demand during panic-buying as a result of COVID-19 in the first quarter of the year, sales slowed down shortly after, due to home seclusion and participating in fewer physical outdoor activities, which led to fewer injuries and less need for replacement purchases.
Limited-edition designs and licensed characters continue to be used as key marketing tools, with the leading brands Elastoplast and Band-Aid offering different ranges of products. For example, Elastoplast offers the Don’t Worry Be Happy range, which includes a range of coloured and patterned plasters, and a Peppa Pig Kids range of plasters for children.
Beiersdorf Australia is expected to remain the leading player in wound care in value terms in 2020, as its Elastoplast brand remains the category leader. The brand continues to have wide distribution through key grocery retailers and health and beauty specialist retailers, maximising its sales opportunities.
As a mature category, wound care is expected to see little overall impact from COVID-19 in 2020, and is forecast to maintain its stable current value performance throughout the forecast period, with a similar CAGR to that seen in the review period. Gauze, tape and other wound care is expected to continue to see the strongest growth, due to the greater maturity of sticking platers/adhesive bandages.
As wound care is highly mature, the leading players in the category are expected to seek to differentiate their product ranges in the forecast period, to attract consumers looking for something novel and interesting. Players are expected to focus on products with advanced healing properties and flexible, absorbent, breathable and/or waterproof materials to attract an increasingly sophisticated and demanding consumer base.
One potential avenue for growth is the launch of products with a more natural positioning, to appeal to a young, environmentally-aware and health-conscious consumer group. For instance, although only currently a small player, local company Nutricare is expected to continue to strengthen its presence in wound care in Australia with its brand Patch.
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Understand the latest market trends and future growth opportunities for the Wound Treatments industry in Australia 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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