Wound care saw moderate growth in 2019 and is expected to record moderate growth over the forecast period, since there is always demand for bandages and sticking plaster. People tend to buy spare wound care products and keep them with antiseptics and other OTC first aid remedies at home as a part of their own tailor-made first aid kits.
There has been increasing demand for waterproof adhesive bandages. Although the price is more expensive than that of regular bandages, the popularity of waterproof bandages is reflected in the prevalence and variety of the offer of such bandages in the marketplace.
New wound care innovation has arrived in the Indonesian market in the form of ointments and sprays. Recently Beiersdorf Indonesia’s Hansaplast, the leading brand of wound care, launched wound care in ointment form.
Beiersdorf Indonesia’s Hansaplast brand continued to dominate wound care value sales in 2019, holding a value share far ahead of its only significant competitor, the domestic player Mahakam Beta Farma’s Betadine. Hansaplast’s overwhelming popularity is driven by the brand’s long-standing presence, great brand image for the effectiveness of its adhesive bandages, widely varied product offer in all channels, and affordable prices.
The market for wound care in Indonesia is very stable and settled, creating a high barrier for other brands seeking to enter sticking plasters/adhesives. The leading player Beiersdorf, with Hansaplast, continues to increase its growth in wound care by investing in innovation and often launches variants with expanded function or new designs targeting children.
Online sales of wound care have been slowing increasing year on year, as Indonesian consumers are shopping online more often than before. Internet retailing has become a convenient way to shop for wound care products as well as for other consumer health products due to the offering of various shipping methods such as Go-Send by GO-JEK, which allow online shops or drugstores to deliver a product directly to the buyer on the day of purchase.
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This industry report originates from Passport, our Consumer Health market research database.