Minor injuries obtained during sport and exercise and other activities outside the home are a key driver of sales of wound care in Austria. As such, the home seclusion seen in 2020 resulting from COVID-19 and the lockdown has limited demand for wound care.
Wound care is a relatively consolidated and mature area of OTC with a handful of international companies dominating the field, including Lohmann & Rauscher GmbH, Paul Hartmann GmbH, and Mölnlycke Health Care GmbH. As such, the competitive landscape remained largely unchanged throughout the review period.
New innovations and added-value features have had some success in driving value growth, with Reckitt Benckiser Austria GmbH being one of the key beneficiaries of this in 2020. The company’s Scholl brand offers a wide range of wound care related to the feet, often with healing functions such as to remove verrucas and corns.
With Austria set to rollout a COVID-19 vaccine in 2021 it is hoped that consumers will be able to return to some form normality, including resuming sports and outdoor activities. This should provide a boost to sales of wound care, with households replenishing depleted supplies, with sticking plasters/adhesive bandages expected to see particularly strong growth.
With the exception of sticking plasters/adhesive bandages, wound care continued to see little innovation in 2020. Sticking plasters/adhesive bandages, however, continued to profit from being increasingly used as the type of first aid while on the go, albeit with this being less pronounced due to COVID-19 and the lockdown.
Leading players Lohmann & Rauscher GmbH and Paul Hartmann GmbH not only offer products through the retail channel, but they also provide wound care to medical professionals, with this helping to improve the trust in their products among consumers. Furthermore, these players also regularly introduce new innovations from the professional field into their OTC products, with this helping them to stand out from their competitors.
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This report originates from Passport, our Wound Treatments research and analysis database.
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