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