Although some households stocked up on sticking plasters/adhesive bandages, as well as gauze, tape and other wound care at the start of the COVID-19 pandemic, most Croatians already had emergency supplies in reserve. Immediately after lockdown restrictions arrived in mid-March, sales of gauze, tape and plasters took a hit as people were reluctant to leave their homes and thus tended to face fewer injuries linked to activities away-from-home.
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.
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 wound care and offer extensive product portfolios.
When consumers in Croatia consider wound care, they tend to be conservative and necessity-driven. This narrows the possibilities regarding impulse buying or selling through colourful designs or packaging.
Compounding the effects dwindling car sales towards the end of the review period, are some worrying longer term trends for first aid kits. First aid kits are already 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.
The utilitarian nature of wound care is clearly shown in a lack of elasticity towards the general trends within the economy. Sales of wound care are generally little impacted by economic uncertainty and this is expected to continue over the forecast period.
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This report originates from Passport, our Wound Treatments research and analysis database.
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