Executive Summary

Oct 2019
PROSPECTS
Increasing demand for gauze, tape and wound care due to higher participation in extreme sports

While wound care continued to be dominated by sales of sticking plasters/adhesive bandages in 2019, increased participation in a number of strenuous sporting activities such as CrossFit and triathlons, and particularly extreme sports such as mixed martial arts and traditional Gaelic games, is leading to increasing demand for the smaller category of gauze, tape and other wound care. This trend is predicted to continue into the forecast period with the latter recording higher volume growth compared with the review period, driven by the greater likelihood of accidents occurring while participating in these sorts of sports.

Strong performance by first aid kits although unit price can limit demand

The smallest category of first aid kits continued to experience increasing demand in Ireland in 2019, as parents engaged in preventative measures by maintaining well-stocked first aid kits to cover all likely scenarios linked to having younger children. Many parents are also learning basic first aid through classes, which help them to understand what they are likely to need in the case of more serious accidents or the treatment of wounds.

Trading down to private label wound care continues due to greater affordability

Private label continued to gain ground within wound care in 2019, driven by the affordable ranges offered by grocery retailers such as supermarkets, discounters and chemists which are often displayed next to branded products on their shelves, allowing consumers to clearly see the price difference. While present across the entire category, private label holds a stronger value share within gauze, tape and other wound care as consumers are less fastidious about basic products such as these compared to the stronger brand loyalty held by sticking plasters.

COMPETITIVE LANDSCAPE
Elastoplast retains leadership of largest category, sticking plasters/adhesive bandages

Beiersdorf Ireland retained its leadership of wound care in 2019, benefiting from the strong brand loyalty held amongst local consumers for its brand Elastoplast in the largest category of sticking plasters/adhesive bandages in addition to enjoying wide distribution. To attract parents of younger children, Elastoplast engages in licencing with recognisable names such as Paw Patrol and Frozen.

Fleming retains dominance of first aid kids targeting different types of demand

Second-ranked Fleming Medical continued to record a stable performance in 2019, with a focus on offering quality products, attracting consumers with a wide range of brands across the category. It dominates first aid kits with a successful differentiation strategy of offering both Medicare Home First Aid Kit and Medicare Office First Aid Kit, benefiting from increasing demand for first aid kits over the review period, while its brand Medicare continued to lead gauze, tape and other wound care and ranked second in sticking plasters.

Greater innovation needed from branded players to halt share loss to private label

A lack of innovation within wound care is leading to the increasing demand for and share gain by private label lines across the category due to their greater affordability compared to many branded products. This is particularly noticeable through grocery retailers such as Tesco and chemists/pharmacies with the latter supported by stronger sales for Boots Pharmaceuticals Bandage.

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Wound Care in Ireland

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Overview

Discover the latest market trends and uncover sources of future market growth for the Wound Treatments industry in Ireland 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 Ireland, our research will save you time and money while empowering you to make informed, profitable decisions.

The Wound Treatments in Ireland 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 Ireland?
  • What are the major brands in Ireland?
  • 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 Ireland - Category analysis

HEADLINES

PROSPECTS

Increasing demand for gauze, tape and wound care due to higher participation in extreme sports
Strong performance by first aid kits although unit price can limit demand
Trading down to private label wound care continues due to greater affordability

COMPETITIVE LANDSCAPE

Elastoplast retains leadership of largest category, sticking plasters/adhesive bandages
Fleming retains dominance of first aid kids targeting different types of demand
Greater innovation needed from branded players to halt share loss to private label

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 Ireland - Industry Overview

EXECUTIVE SUMMARY

Ongoing stable demand for consumer health in Ireland supported by polarised consumer groups
Growing interest in vegetarian and vegan lifestyles supports demand for alternative sources of protein
Global players continue to lead consumer health
Internet retailing continues to gain ground as distribution channel
Positive performance for consumer health predicted although several negative factors could impact demand for certain products

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 Penetration of Private Label in Consumer Health by Category: % Value 2014-2019
Table 14 Distribution of Consumer Health by Format: % Value 2014-2019
Table 15 Distribution of Consumer Health by Format and Category: % Value 2019
Table 16 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 17 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
Summary 1 OTC: Switches 2018-2019

DEFINITIONS

SOURCES

Summary 2 Research Sources