Wound care is a highly seasonal category in Germany, with sales greatly depending on the weather and time spent outside. Therefore, the emergence of COVID-19 and the subsequent lockdown had a marginally negative impact on demand for wound care in 2020.
In Germany, the competitive landscape of wound care remained fairly consolidated in 2020, led by local giant Beiersdorf AG, which holds significantly higher value share compared to its nearest competitor Paul Hartmann, due to a well-established presence and wide availability through drugstores and modern grocery retailers. Beiersdorf benefits from dominating the largest category of sticking plasters/adhesive bandages, while ranking second within gauze, tape and other wound care, the latter of which Paul Hartmann dominates with its brand Hartmann, where innovation plays a strong role in its offer of superabsorbent wound dressings and the treatment concept of Hydro Therapy.
Given that wound care is regarded as a commodity for many consumers, the distribution landscape is quite different to many other OTC products, where drugstores/parapharmacies is the leading channel compared to the much lower value share held by chemists/pharmacies. Modern grocery retailers such as discounters and hypermarkets also hold notable value share, offering convenience to consumers as they do their weekly grocery shop.
From 2021, especially heading into the spring season, German consumers are likely to spend greater amounts of time outside of the home, depending on the threat level of the virus, as well taking part in activities to maintain their health and balance time spent on home working. With increasing extremes in weather and climate likely over the forecast period and the fact that local consumers like to spend their free time being active, doing sports and spending time in the outdoors, the demand for wound care is likely to bounce back early in the forecast period, after the pandemic and the home seclusion trend dampened its performance in 2020.
Although demand is already relatively mature for sticking plasters/adhesive bandages, further interest in physical activity (running, triathlon, mountaineering) should drive the demand for high-quality wound care products. Unlike generic first aid kits, readymade kits for specific activities are likely to be rapidly developed, containing products most commonly used for various types of injuries related to a given sport.
Segmentation is expected to continue to be a major competitive tool within wound care for players. Over the review period, many companies that were active in the category concentrated on developing new formats for different parts of the body.
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This report originates from Passport, our Wound Treatments research and analysis database.
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