Demand for wound care has been hit by the COVID-19 lockdown, with home confinement and reduced engagement in outdoor activities leading to a decline in the kind of minor injuries requiring treatment with OTC wound care products.
Johnson & Johnson (India) Ltd remains dominant in wound care. Band-Aid, the company’s core brand in the category, has achieved high levels of consumer recognition and benefits from strong nationwide distribution through its multi-channel network, which includes chemists/pharmacies, small grocery retailers, supermarkets, and online retailers.
Wound care is a highly consolidated category, with Johnson & Johnson (India) Ltd and Beiersdorf India Ltd, the only two companies to register significant individual value shares, jointly accounting for more than 90% of sales. However, while wound care continues to be dominated by major multinationals, there are a few small domestic players, such as KS Surgical Pvt Ltd, gaining share by offering similar products at competitive prices.
A return to more active, outdoor lifestyles in the aftermath of lockdown will revive demand for wound care during 2020-2025. Increasing participation in physical exercise will see rising numbers of people engaging in outdoor activities, including trekking and sports.
India’s population is amongst the youngest amongst the world’s major markets. Because children’s high level of physical activity makes them key consumers of wound care products such as sticking plasters/adhesive bandages, this provides notable potential for the development of the category.
A lack of innovation potential, maturity, and low margins act as significant challenges to wound care manufacturers and a deterrent to the entry of new players into the category. The majority of innovation continues to occur in the advanced wound care segment, where products such as smart bandages are seen as potentially important for development.
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Understand the latest market trends and future growth opportunities for the Wound Treatments industry in India 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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