Wound care recorded greater retail value growth in 2019 compared with the previous year. Growth was slightly higher than inflation, mainly due to a higher average unit price rise but also because of slightly better volume sales growth, a reflection of greater consumer interest in wound care products.
First aid kits continued to be negatively affected by the economic downturn and economising trend in 2019 though volume sales continued to improve. Several kinds of first aid kits are available in Belarus, including car kits, newborn and universal kits.
Wound care remains a seasonal product in Belarus, used most frequently in the spring and summer. Sticking plasters are widely used in spring by women, who are changing to spring shoes, which often rub and lead to the formation of corns and calluses.
Some imported products strengthened their position in wound care in 2019. Foreign competitors offer products at higher unit prices by appealing to consumers with attractive product designs.
The assortment of wound care products continued to expand in 2019 with an increasing number of products targeting specific needs, such as sticking plasters for corns and calluses. Products for children became increasingly available.
Wound care is the only OTC category that is allowed to be sold through modern grocery retailers in Belarus. Thus, in 2018-2019, wound care products, particularly sticking plasters, become increasingly available in this channel, whose value share rose accordingly.
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This industry report originates from Passport, our Consumer Health market research database.