Executive Summary

Oct 2019
PROSPECTS
Pragmatic consumer behaviour focuses on functionality over design

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 unpopular in the home

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.

Sales are decline-resistant

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.

COMPETITIVE LANDSCAPE
Shares divided among the leading players

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.

Important roles of local and regional players

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.

Private label extends its share

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.

Want to find out more about this report?
Request more information
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.

Your Recently Viewed Reports

Wound Care in Croatia

Samples (FAQs about samples):

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

Discover the latest market trends and uncover sources of future market growth for the Wound Treatments industry in Croatia 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 Croatia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Wound Treatments in Croatia 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 Croatia?
  • What are the major brands in Croatia?
  • 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 Croatia - Category analysis

HEADLINES

PROSPECTS

Pragmatic consumer behaviour focuses on functionality over design
First aid kits unpopular in the home
Sales are decline-resistant

COMPETITIVE LANDSCAPE

Shares divided among the leading players
Important roles of local and regional players
Private label extends its share

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 Croatia - Industry Overview

EXECUTIVE SUMMARY

Still plenty of room for growth
General improvement in the economy supports sales of consumer health products
Pliva Hrvatska maintains its lead
Liberalisation of the market still just a wish
The future likely to be shaped by legislation

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 Penetration of Private Label by Category: % Value 2014-2019
Table 14 Distribution of Consumer Health by Format: % Value 2014-2019
Table 15 Distribution of Consumer Health by Format and Category: % Value 2019
Table 16 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 17 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 Self-medication/self-care and preventive medicine
Switches
Summary 1 OTC: Switches 2018-2019

DEFINITIONS

SOURCES

Summary 2 Research Sources