The wound care category continues to experience steady growth in Ireland. In 2020, this was largely due to the lifestyle changes brought about by the COVID-19 pandemic which led consumers to buy wound care products and first aid kits to treat themselves at home, rather than taking the risk of going to the doctor and potentially increasing their chances of becoming infected by COVID-19.
To limit the spread of COVID-19, the government implemented a lockdown which confined most people to their homes, closing schools, limiting travel and encouraging employees to work from home. That has meant that people were strongly encouraged to invest in their own first aid kits This includes plasters, bandages, antiseptic creams, a thermometer, scissors and gauze for their homes, positively impacting overall sales.
Beiersdorf Ireland retained its leadership of wound care in 2020, due to strong brand loyalty held among local consumers for its brand Elastoplast in the largest segment of sticking plasters/adhesive bandages. Consumers were particularly drawn to familiar, reliable brands during the panic COVID-19 lockdown as they sought supplies to treat themselves effectively at home.
The lack of innovation within wound care is resulting in consumers turning to private label lines across the category as they are often more affordable compared to many branded products. COVID-19 has made consumers anxious for their safety and this has made them keener to reduce the number of trips into indoor public spaces such as shops.
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Understand the latest market trends and future growth opportunities for the Wound Treatments industry in Ireland 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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