In 2020, wound care volume sales have fallen due to home seclusion in response to COVID-19. As people are spending much more time at home than usual, they are having fewer minor accidents thus limiting the need for wound care products.
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 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.
Beiersdorf Oy and Orkla Care Oy remain closely competing leaders of wound care in 2020, 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.
Unless further lockdowns are introduced, wound care in Finland will slowly return to usual sales dynamics over the rest of 2020 and into 2021 as movement restrictions in the country ease. While many people continue to spend more time indoors than pre-pandemic, the potential for minor accidents and injuries is increasing again as children are allowed to play outside again and adults have been going back to gyms and sports centres.
The leading brands have been starting to offer wound care packages consisting of a range of products intended for all stages of wound care. For instance, Hansaplast by Beiersdorf offers a wound care programme based on cleansing, protecting and healing.
Although wound care volume sales are very unlikely to be adversely affected by Finns’ decline in purchasing power as COVID-19’s impact on the local economy takes its toll, private label may be boosted by ensuing trading-down behaviour, while over the forecast period as a whole it will keep benefiting from distribution continuing to move more towards modern grocery retailers. Private label experienced a successful review period in wound care, collectively gaining value share from well-known brands within sticking plasters/adhesive bandages and gauze, tape and other wound care, although private label in the latter is only presented by Apteekki from Medifon Oy Ab.
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Understand the latest market trends and future growth opportunities for the Wound Treatments industry in Finland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Wound Treatments research and analysis database.
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