Lockdown restrictions imposed during the COVID-19 pandemic are expected to have a negative impact on the category in 2020 as consumers have had to remain inside more than usual. As a result, retail volume sales will decline in 2020 whilst retail current value sales will continue to rise but at a much lower rate.
Betasan AS will continue to lead wound care in 2020 thanks to strong distribution, good relationships with the primary channel leaders and competitive pricing on its products. The company’s brands Santavik and Betasan are expected to continue to lead wound care in 2020.
As a result of the COVID-19 pandemic, transportation and distribution has become more problematic. This poses particular problems for companies who rely on imported brands.
This category is quite dependent on the growing influx of tourists to Georgia. Growth in wound care is therefore expected to continue to grow when tourism is able to resume in the country following the turmoil of COVID-19.
Wound care is a category in which price and availability will continue to play significant roles. Consumers tend to pay less attention to marketing and branding when choosing wound care products, which means that sales are expected to grow in line with presence and price reduction.
Before the COVID-19 pandemic began, Georgia saw the introduction of a small quantity of unbranded Chinese products in wound care. If importers can increase the regularity of such launches when transportation recovers in the coming years, these cheap Chinese products could continue to drive prices down.
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Understand the latest market trends and future growth opportunities for the Wound Treatments industry in Georgia 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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