Following the negative impact of the COVID-19 restrictive measures on wound care in 2020, the category recorded stable positive growth in 2021; however, sales remained below the pre-COVID-19 levels. In Q1 2021, Bulgaria was hit by a third wave of the virus which was stronger than in 2020.
In 2020, first aid kits was most hard hit by COVID-19. Before the pandemic, category sales were mainly driven by the car market since the second-hand car market is very strong in Bulgaria and it is compulsory to have a first aid kit in the car.
Due to the more active lifestyles of Bulgarians, with more frequent travel and commuting, wound care brand owners have expanded their presence in alternative channels such as forecourt retailing which is preferred for on-the go purchases. Sports specialist retailers also expanded their product variety in wound care.
Wound care is increasingly shaped by premiumisation and personalisation trends following greater consumer awareness about personal health, which will boost the retail value growth of wound care products going forward. The active urban population is driving sustainable growth in the current and forecast period, which is encouraging brand owners to invest in new launches and more personalised solutions to suit the needs of the more sophisticated consumer.
E-commerce’s dynamic growth in recent years is expected to stimulate demand in wound care following the increasing availability of wound care products across different retailers. Sports specialist retailers like Decathlon have expanded their brand variety, including private label in first aid kits and other wound care, and the products are easily available to all consumers thanks to e-commerce.
It is likely that retailers will focus even more on promotions and sales discounts during the course of the forecast period to 2026 to catch up with sales and stimulate positive category demand in the long term. Furthermore, the stable outlook of wound care will make the category even more competitive, encouraging brand owners to offer attractive discounts and promotions in order to attract consumers.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Wound Treatments industry in Bulgaria 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.
If you're in the Wound Treatments industry in Bulgaria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Wound Treatments
This is the aggregation of sticking plasters/adhesive bandages, first aid kits, and gauze, tape, and other wound care. Exclude products that prevent foot blisters and anti-scarring only variants.
See All of Our DefinitionsThis report originates from Passport, our Wound Treatments research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page