Wound care saw sales negatively impacted by the COVID-19 lockdown, as enforced home seclusion resulted in a reduced incidence of the kind of minor injury commonly resulting from outdoor activities, particularly amongst children. Nonetheless, it should be noted that ongoing demand was supported by the use of sticking plasters/adhesive bandages for purposes other than wound care.
While traditional formats of sticking plasters/adhesive bandages are made of pieces of tape with gauze, liquid formats are proving increasingly popular amongst younger consumers. This kind of liquid product is perceived to be more able to meet people’s needs than traditional alternatives by a growing number of consumers.
Yunnan Baiyao Group remains the leading player in wound care in the Chinese market. The company’s strength is founded on its early market entry, and strong brand recognition and loyalty.
There is a positive outlook for wound care over the forecast period, as the category is seeing its consumer base expand significantly for two main reasons. Firstly, the ageing of the population is leading to a growing number of consumers with age-related conditions such as osteoporosis, which make them more vulnerable to injury than their younger counterparts.
Wound care is exhibiting a similar distribution trend to that seen in categories such as sleep aids and eye care, with store-based chemists/pharmacies remaining dominant but witnessing considerable encroachment from e-commerce. As in these other categories, the COVID-19 lockdown has served to significantly bolster the trend towards e-commerce, as consumers have become increasingly digitally engaged and growing numbers have become comfortable and familiar with making online purchases across a wide range of product areas.
Improved education levels and living standards, supported by increased disposable income, have led to Chinese consumers becoming more sophisticated in the purchase of wound care products for daily use. Before the outbreak of COVID-19, this was reflected in a growing demand for products with value-added features, such as sticking plasters/adhesive bandages that offer different functionalities, including analgesia and haemostasis, as well as being light, breathable, waterproof, and transparent/invisible.
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Understand the latest market trends and future growth opportunities for the Wound Treatments industry in China 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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