Executive Summary

Oct 2019
PROSPECTS
Low-value products reduce value growth

In 2019, wound care registered only modest value growth due to maturity, saturation and lack of new product development. There are no specific regulations for wound care in Germany and these products are sold through all retail outlets.

Sales of first aid kits remain flat

First aid products registered the lowest value growth in 2019. The reason behind this is the fact that consumers usually purchase the products they need most of the time; namely sticking plasters, gauze and tape.

Slow growth predicted due to relative category maturity

The prediction for wound care over the forecast period is slow growth. This is mainly due to a high level of saturation and maturity of the category.

COMPETITIVE LANDSCAPE
Beiersdorf remains unchallenged

Beiersdorf remained well ahead of its competitors in wound care in Germany in 2019. The company enjoys a strong position with its Hansaplast brand, which is well established and widely available through drugstores, supermarkets and grocery retailers.

Paul Hartmann continues to increase its share

Paul Hartmann continued to rank a strong second in wound care in 2019 mainly thanks to its Hartmann brand, which is particularly strong in gauze, tape and other wound care. Protection and healing sales growth in the wound management segment was boosted due to the focus on innovativeness and high-margin ranges.

Wound care competitive landscape remains fragmented outside sticking plasters

Apart from sticking plasters/adhesive bandages, which dominates wound care, gauze, tape and other wound care is also included within the overall category. The first subcategory in particular constantly sees other companies trying to enter the market.

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Wound Care in Germany

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Overview

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

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

HEADLINES

PROSPECTS

Low-value products reduce value growth
Sales of first aid kits remain flat
Slow growth predicted due to relative category maturity

COMPETITIVE LANDSCAPE

Beiersdorf remains unchallenged
Paul Hartmann continues to increase its share
Wound care competitive landscape remains fragmented outside sticking plasters

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 Germany - Industry Overview

EXECUTIVE SUMMARY

Good overall performance from consumer health in 2019
Increased emphasis on healthy diet on top of regular exercise
Competitive landscape remains fragmented with many local and global players
Pharmacies remains the biggest channel as e-commerce continues to grow
The future consumer will be older and richer

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 preventative medicine
Switches
Summary 1 OTC: Switches 2018-2019

DEFINITIONS

SOURCES

Summary 2 Research Sources