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.
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 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.
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.
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.
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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This industry report originates from Passport, our Consumer Health market research database.