Executive Summary

Oct 2019
PROSPECTS
More positive outlook for wound care supported by innovative development

Wound care in Finland recorded stable but undynamic demand in 2019, with higher current value growth compared to volume, driven by the development of premium products. In an attempt to offer consumers some level of differentiation, players looked to product innovation in terms of new materials such as water-resistant technologies or greater convenience of usage, which appear to offer specific value.

Healing features come with a higher price

While the largest category of sticking plasters/adhesive bandages offers basic features from many players, new product development has emerged over the review period to offer consumers more advanced products in terms of healing features. Premium brand Sorbact by Verman Oy Ab is a sticking plaster with an active healing feature; Sorbact offers a range of various plasters and dressings such as Sorbact Secure, Sorbact Absorption and Sorbact Fungi, which treat wounds through a natural process of binding bacteria to the plaster without allowing chemically active substances to enter the wound.

Cedderoth offers dual product

Cedderoth Soft Foam on the other hand, offers a more accessible price with its dual purpose product by working as a patch and bandage to both absorb heavy bleeding and act as a pressure bandage, that is also resistant to water. As the bandage is self-adhesive but not adhesive to skin and hair, it is therefore designed not to cause discomfort when taken off once the wound has healed.

COMPETITIVE LANDSCAPE
International brands retain lead but lose some ground

Beiersdorf Oy and Orkla Care Oy remained closely competing leaders of wound care in 2019, offering their well-known international brands Hansaplast (which leads gauze, tape and other wound care) and Salvequick (which leads sticking plasters/adhesive bandages), respectively. These brands tend to introduce improved products such as better water resistance and new designs for children.

Strong presence of private label in sticking plasters/adhesive bandages

Private label experienced another successful year in wound care, collectively gaining further value share from well-known brands within sticking plasters/adhesive bandages and gauze, tape and other wound care, although the latter is only presented by Apteekki from Medifon Oy Ab. Private label owners, from both chemists/pharmacies and grocery retailers, continue to develop their wound care portfolios with Pirkka, Rainbow, Ya and Apteekki all closely competing within sticking plasters/adhesive bandages ranked behind Hansaplast.

Hansaplast offers wide portfolio for complete wound care

Despite losing some value share in both sticking plasters/adhesive bandages and gauze, tape and other wound care in 2019, Hansaplast remains a strong trusted brand in Finland, which offers a range of innovative products that offer consumers a complete wound care routine. Its Hansaplast Wound Spray Plaster forms an invisible waterproof membrane over the wound to protect it from dirt and germs and claims to expedite the healing process.

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Wound Care in Finland

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Overview

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

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

HEADLINES

PROSPECTS

More positive outlook for wound care supported by innovative development
Healing features come with a higher price
Cedderoth offers dual product

COMPETITIVE LANDSCAPE

International brands retain lead but lose some ground
Strong presence of private label in sticking plasters/adhesive bandages
Hansaplast offers wide portfolio for complete wound care

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 Finland - Industry Overview

EXECUTIVE SUMMARY

Stable demand for consumer health as consumers increasingly look to self-care and prevention
Ongoing debate over restrictive OTC environment could lead to opening up of distribution
Orion holds fragile lead over fragmented consumer health, while GSK Consumer Healthcare vastly improves share through Pfizer deal
Modern grocery retailers and internet retailing continue to gain share from leading distribution channel chemists/pharmacies
Positive performance for consumer health despite a not so optimistic economic outlook

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 in Consumer Health 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

SWITCHES

DEFINITIONS

SOURCES

Summary 1 Research Sources