Wound care is expected to record lower current value growth in 2020 compared to 2019, with the COVID-19 lockdown in the country closing gyms, and therefore, reducing the physical activities for some consumers. Furthermore, as socialising was restricted, any team sports or physical activities done with others was also put on hold, with the outbreak of COVID-19 ultimately leading to consumers spending less time outdoors, and therefore, facing less outdoor injuries.
Despite growth being less than in 2019, wound care is still predicted to record positive value and volume growth in 2020. Two important demographic factors continue to support sales in wound care: Denmark’s relatively high birth rate by European standards; and the ageing of the country’s population.
Demand for wound care products remain heavily mature in Denmark, and sales are consolidated among a handful of leading multinationals. As demand for wound care is already mature, the landscape struggles to attract the attention of potential new players, especially with high levels of consolidation in sales – presenting fairly high barriers to entry.
The outbreak of COVID-19 is set to stifle growth in 2020, due to lockdown reducing physical outdoor activities, and schools across the country being closed.
The review period saw a marked increase in the interest in healthier lifestyles, with consumers in Denmark also becoming increasingly active. This ongoing interest in healthier lifestyles is set to persist across the forecast period, potentially benefiting from the outbreak of COVID-19 as consumers becoming increasingly interested in looking after their health, immune system and wellbeing.
Wound care in Denmark is a mature landscape, which saw limited product development and launches across the late review period, limiting growth potential. However, differentiation and further segmentation are likely to increase and boost growth in wound care over the forecast period.
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Understand the latest market trends and future growth opportunities for the Wound Treatments industry in Denmark with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Wound Treatments research and analysis database.
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