Executive Summary

Oct 2019
PROSPECTS
Value growth in wound care supported by premiumisation

the favourable sales growth performance seen in wound care in 2019 can be attributed largely to the shift among consumers towards more sophisticated products that carry higher price tags. This is part of the wider premiumisation trend that has continued to drive value growth in wound care since before the start of the review period.

Dynamic growth in first aid kits linked to rising car ownership and outdoor sports

First aid kits was again the most dynamic category in wound care in 2018 and this can be linked directly to the strong growth being seen in second-hand car sales in the country. It is compulsory in Bulgaria for all cars to carry a first aid kit and as car ownership continues to increase, sales of first-aid kits to motorists continue to underpin sales growth in the category.

Strong growth set to continue despite maturity of demand

Wound care is slated for positive growth throughout the forecast period despite the maturity of demand in all of the largest wound care categories. Greater exposure to the threat of injury due to the more active lifestyles of urban consumers is likely to spur demand, with rising vehicle ownership also likely to motivate consumers to purchase first aid kits for their cars.

COMPETITIVE LANDSCAPE
Medica AD retains its leading position due to strong demand for its various brands

Medica AD remains a leading player in wound care in Bulgaria and disposition is based on the strong profile of its various brands, including Cytoplast, Sanplast Citofix, Sterimed and Sanplast, as well assets generic first aid kits. All of Medica’s brands are highly trusted and the company has established a strong reputation as the leading brand owner in wound care, with its products widely available across numerous distribution channels.

Decathlon improves its position through strong growth in its Aptonia private label

France based multinational retailer Decathlon maintained its strong second position in wound care in 2019 due to the popularity of its private label Aptonia, which is available in the companies chain of sports goods stores. Aptonia offers mainly first aid kits and the popularity of the products offered under the private label are becoming more popular among active urban consumers who are keen on extreme sports and outdoor activities.

Premiumisation benefits niche players offering sophisticated products

The premiumisation trend that was apparent in wound care towards the end of the review continued to sustain growth in sales of companies and brands with an explicitly high-end positioning. Notably, Laboratories URGO generated a strong performance through its Urgo brand, which has an image of being inherently more sophisticated and more premium than the category standard.

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Wound Care in Bulgaria

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Overview

Discover the latest market trends and uncover sources of future market growth for the Wound Treatments industry in Bulgaria with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Wound Treatments industry in Bulgaria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Wound Treatments in Bulgaria market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Wound Treatments in Bulgaria?
  • What are the major brands in Bulgaria?
  • What novel technologies are being used in sticking plasters/adhesive bandages?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Health market research database.

Wound Care in Bulgaria - Category analysis

HEADLINES

PROSPECTS

Value growth in wound care supported by premiumisation
Dynamic growth in first aid kits linked to rising car ownership and outdoor sports
Strong growth set to continue despite maturity of demand

COMPETITIVE LANDSCAPE

Medica AD retains its leading position due to strong demand for its various brands
Decathlon improves its position through strong growth in its Aptonia private label
Premiumisation benefits niche players offering sophisticated products

CATEGORY DATA

Table 1 Sales of Wound Care by Category: Value 2014-2019
Table 2 Sales of Wound Care by Category: % Value Growth 2014-2019
Table 3 NBO Company Shares of Wound Care: % Value 2015-2019
Table 4 LBN Brand Shares of Wound Care: % Value 2016-2019
Table 5 Forecast Sales of Wound Care by Category: Value 2019-2024
Table 6 Forecast Sales of Wound Care by Category: % Value Growth 2019-2024

Consumer Health in Bulgaria - Industry Overview

EXECUTIVE SUMMARY

Consumer health continues to benefit from economic develop and rising incomes
Limited spending power continues to suppress sales growth
The industry remains highly consolidated, with tight regulation stifling competition
Growth is recorded in internet retailing as online shopping begins to take off
Moderate sales growth expected in consumer health over the forecast period

MARKET INDICATORS

Table 7 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 8 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 9 Sales of Consumer Health by Category: Value 2014-2019
Table 10 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 11 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 12 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 13 Distribution of Consumer Health by Format: % Value 2014-2019
Table 14 Distribution of Consumer Health by Format and Category: % Value 2019
Table 15 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 16 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

DEFINITIONS

SOURCES

Summary 1 Research Sources