When consumers in Croatia consider wound care products, they tend to be conservative and necessity-driven. This narrows the possibilities regarding impulse buying or selling through colourful designs or packaging.
First aid kits are relatively unpopular in homes in Croatia, with many householders regarding these as expensive luxuries they do not need as they already have many of the contents, such as scissors, anyway. First aid kits are normally purchased to be kept in cars, and sales are largely driven by the increasing number of cars on the roads in the country.
The utilitarian nature of wound care products is clearly shown in a lack of elasticity towards the general trends within the economy. Looking at past years, sales of wound care products reacted little to the economic downturn, except for the initial two years of 2008 and 2009.
The competitive landscape within wound care shows that the category is divided among six major players with quite similar value shares. The leader for a quite a number of years has been Beiersdorf (Croatia) with its globally popular Hansaplast brand.
Despite the strong position of Beiersdorf (Croatia), looking further down the competitive rankings, there are a significant number of domestic companies or those from surrounding countries. Companies such as Jadran Galenski Laboratorij, Tosama and Lola Ribar all have contracts with public healthcare services through which they achieve their highest turnover of wound care products, while adding the retail component as a bonus.
Usually not particularly visible within consumer health, private label has used the opportunity to gain a place among the competitors within wound care. With few regulatory limitations, retailers can freely launch their wound care products and offer extensive product portfolios.
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This industry report originates from Passport, our Consumer Health market research database.