Although Greece’s economy is on the path to recovery many consumers remain affected by the economic crisis and as such look to make savings where possible. Whereas in the past consumers may have stocked up on wound care in case of injury now many consumers instead rely on a basic range, often choosing the lowest-priced products and even private label, or even purchase these products only when needed.
One possible avenue for growth for wound care is the growing number of consumers taking part in sport and physical activity, such as cycling and hiking, with this resulting in a more frequent occurrence of minor injuries. While continuing to decline, gauze, tape and other wound care is still benefiting from this trend and as consumers become increasingly focused on physical activity as part of a long and healthy life it is expected the category will begin to stabilise over the forecast period.
Given the maturity of wound care and the relatively limited sales it is unlikely that there will be any significant innovation see in the category over the forecast period. The leading brands already cater to a wide range of problems with added-value features such as healing and waterproof products, while they also successfully reach children through the use of enticing packaging and attractive product designs, including the use of cartoon and film licences.
Beiersdorf Hellas SA retained its leadership in wound care in 2019 with its flagship brand, Hansaplast, the best seller in value terms. Its leading position is strongly connected to the high retail price of Hansaplast in comparison with other wound care brands and private label.
Private label continued to win share in 2019 with it benefiting from the general trend towards more affordable options when it comes to wound care. Alfa-Beta Vassilopoulos SA was the largest of the private label players in wound care in 2019 with its Pharmadoct line of functional products.
Local company Septona SA saw a slightly better performance than some of its international rivals in 2019 with its eponymous brand of sticking plasters/adhesive bandages. Septona has benefited from marketing efforts which have helped to raise brand awareness while it has also benefited from more widespread distribution with its products now available in supermarkets.
You have no recently viewed reports.
Why not browse through our Featured or Trending Reports to see what we have to offer?
Discover the latest market trends and uncover sources of future market growth for the Wound Treatments industry in Greece 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 Greece, our research will save you time and money while empowering you to make informed, profitable decisions.
The Wound Treatments in Greece market research report includes:
Our market research reports answer questions such as:
Why buy this report?
This industry report originates from Passport, our Consumer Health market research database.