Wound care in Greece is a small mature category that has seen no major development in terms of investment from the main players over the review period, with most now offering segmentation in terms of age (children’s attractively packaged wound care featuring popular cartoon characters) or specific value (healing/waterproof). Wound care was already declining in demand terms prior to the pandemic, with many price-sensitive consumers only purchasing products as and when needed rather than stocking up in case of injury, with basic, affordable ranges, including private label such as Pharmadoct from supermarket chain Alfa-Beta Vassilopoulos, increasingly preferred.
While chemists/pharmacies is set to remain as the main distribution channel for wound care in Greece over 2020, it will continue to lose value share to modern grocery retailers such as supermarkets and the smaller channel of e-commerce. Modern grocery retailers offer consumers a one-stop shopping solution for all their basic needs during the pandemic, reducing the time that they need to spend outside of the home environment, although in line with the category’s overall performance sales through this channel are also set to further decline over 2020 despite offering more affordable private label lines.
Global player Beiersdorf Hellas SA is set to retain its overall leadership of wound care in 2020 due to the long-standing presence of its brand Hansaplast within the largest value category of sticking plasters/adhesive bandages. Its leading position is strongly connected to the high retail price of Hansaplast in comparison with other wound care brands and private label.
Wound care is predicted to see a marginal improvement in demand from 2021 onwards, with the rate of volume decline returning to some level of normalisation over the course of the forecast period. This will be supported by consumers gradually returning to their daily routines depending on the threat level of the virus, including children returning to school and engaging in outdoor activities which increases the likelihood of minor accidents.
Another factor impacting the category is the ongoing decline in the population aged 0-14 years, with children being the key target audience for the largest category of sticking plasters/adhesive bandages. This could, however, be slightly offset by the growing number of consumers aged over 65 years, with older consumers more likely to suffer from minor injuries.
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. With Greeks restricted in their movements in the first half of 2020 during the initial lockdown, and ongoing concerns about coming into contact with others outside of the home in public spaces, active consumers are more likely to engage in sports out in the open with fresh air, which is likely to result in some minor injuries including when running.
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Understand the latest market trends and future growth opportunities for the Wound Treatments industry in Greece 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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