Wound care in Belgium has been heavily affected by the outbreak of Coronavirus (COVID-19) and its consequences. The lockdown brought strong limitations on outdoor activities in spring and summer 2020.
While COVID-19 and its consequences have seriously limited the demand for wound care, the category is already accustomed to sluggish development and modest value sales growth. Price-sensitive consumers limit the space for specific, added-value products in wound care.
COVID-19 has intensified the pressure on manufacturers of mainstream brands in Belgium. Almost players and brands have been affected by lockdown and the restrictions on outdoor activities, as demand dwindled.
Following the heavy decline in sales in the first half of 2020, the situation is likely to improve for wound care in the short to medium term. The easing of the restrictions during and beyond lockdown will see a rise in sports and outdoor activities among children and adults.
While the occasions and opportunities to buy and use wound care are set to improve and remain constant, many Belgian consumers are expected to limit their purchases and budgets for such products. They are likely to exhaust their supplies and mend and make do before purchasing new wound care products, for economy reasons, in the short to medium term.
Private label is expected to benefit further from the anticipated ongoing development of modern grocery retailers in Belgium. In addition to the wider reach of supermarkets and hypermarkets, supported by the growing appeal of convenience one-stop shopping, click-and-collect services accelerated and grew in popularity during the COVID-19 lockdown.
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Understand the latest market trends and future growth opportunities for the Wound Treatments industry in Belgium 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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