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.
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.
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.
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.
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.
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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This industry report originates from Passport, our Consumer Health market research database.