As COVID-19 hit Brazil in February 2020, immediate measures were taken by several cities and states to contain the spread of the virus. The main policy adopted was related to reducing social interaction among the population, with rules to increase social distancing in place, including the closure of schools, non-essential retail outlets, gyms and restaurants/bars.
Wound care products are usually only purchased when consumers require items to protect the skin when minor wounds or burns occur. As a consequence, most consumers do not make regular purchases of these products, buying them either as and when they are needed or keeping a small stock at home, possibly as part of a first aid kit.
Johnson & Johnson remains the leading player in wound care in Brazil. Band-Aid remains a power brand in the category, often seen by consumers as being eponymous with plasters.
As the social restrictions are slowly lifted in Brazil, the sales performances of wound care are expected to gradually improve as the forecast period progresses, although negative growth rates are still expected in both volume and value (at 2020 constant prices) terms. Many consumers will remain cautious for now in terms of getting back into old habits and routines, preferring to wait until COVID-19 finally seems to be behind them or a vaccine has been developed.
Despite the recent efforts by smaller player to enter wound care, or expand in it, especially private label players, the slowdown caused by the COVID-19 pandemic will have served to reduce investments to further push sales in the category. However, given the deterioration of the economic scenario in the wake of the pandemic, and the measures taken to contain its spread, seeing many consumers becoming more careful with their spending and looking for products with a good cost-benefit ratio, sales of cheaper and alternative brands could enjoy increasing sales in the short term, challenging the main players like Johnson & Johnson and 3M.
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This report originates from Passport, our Wound Treatments research and analysis database.
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