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