Wound care is penetrated by a high proportion of unbranded products which are more likely to succeed in wound care as this is a category in which brand loyalty is typically very low. Consumers perceive little differentiation between brands in wound care, and so are more likely to switch to alternative products when they are faced with economic uncertainty or decreased spending power.
Turkish brands continue to attract consumers in Azerbaijan with the promise of good value for money. Turkish brand Alban, owned by Agaoglu Saglik Urunleri Teksili San ve Tic Ltd Sti, for example, is expected to increase its value share in 2020, ensuring its continued lead in wound care.
Various retail channels continue to popularise wound care products in Azerbaijan. They increasingly offer a variety of brands near checkouts.
In general terms, wound care is nearing saturation with a large number of branded and unbranded products available to consumers in Azerbaijan. Momentum is expected to remain slow throughout the forecast period, as wound care offers little potential for expansion or diversification in the coming years.
Despite traditionally unhealthy diets, outdoor sports are gaining in popularity in Azerbaijan as consumers become more aware of global health and wellness trends. The growing popularity of outdoor sports in the country could lead to support the continued demand for wound care products during the forecast period.
Currently there is no significant activity anticipate to revive the increasingly stagnant wound care category during the forecast period. With low prices and near saturation, the category is not expected to be an attractive proposition and, as such, major global heavyweights are not likely to be attracted to Azerbaijan wound care in the coming years.
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Understand the latest market trends and future growth opportunities for the Wound Treatments industry in Azerbaijan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Wound Treatments research and analysis database.
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