Executive Summary

Oct 2019
PROSPECTS
Consumers remain price-sensitive limiting value growth in wound care

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.

Increase in physical activity as part of a healthy lifestyle could offer potential for growth

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.

Wound care unlikely to be an attractive proposition for investment in Greece

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.

COMPETITIVE LANDSCAPE
Despite wide range Hansaplast continues to lose share to cheaper options

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 continues to benefit from lower pricing versus the branded options

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 player Septona benefits from lower prices and expansion into supermarkets

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.

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Wound Care in Greece

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Overview

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:

  • 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 Greece?
  • What are the major brands in Greece?
  • 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 Greece - Category analysis

HEADLINES

PROSPECTS

Consumers remain price-sensitive limiting value growth in wound care
Increase in physical activity as part of a healthy lifestyle could offer potential for growth
Wound care unlikely to be an attractive proposition for investment in Greece

COMPETITIVE LANDSCAPE

Despite wide range Hansaplast continues to lose share to cheaper options
Private label continues to benefit from lower pricing versus the branded options
Local player Septona benefits from lower prices and expansion into supermarkets

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 Greece - Industry Overview

EXECUTIVE SUMMARY

Growth becomes more stable following liberation of prices and distribution
Consumers paying more attention to their health
New players make strong entry while GSK and Vian compete for the lead
Internet retailing flourishing despite limited presence in OTC
Future appears bright for consumer health in Greece thanks to changing attitudes

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 Distribution of Consumer Health by Format: % Value 2014-2019
Table 14 Distribution of Consumer Health by Format and Category: % Value 2019
Table 15 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 16 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 preventive medicine
Switches

DEFINITIONS

SOURCES

Summary 1 Research Sources