There has been little innovation in wound care during the past few years as brands offer a similar variety of products that tend to be quite similar to each other. Consumers are willing to try new brands and switch between brands in order to pay less as there is little difference in quality and there are no sensitivities or other such issues to take into consideration.
Therefore, this category is particularly price-driven with several brands offering value-for-money products, with private label especially offering competitive prices and improving its already strong share accordingly in 2019. This is particularly evident in the growth of Life, a private label offered by leading beauty and health specialist chain Super-Pharm (Israel), which has become quite strong in wound care.
In an effort to introduce some level of differentiation, manufacturers have been launching a growing variety of plasters which are stylish, printed or colourful, and these are becoming highly popular. Originally these were addressed towards children with images of cartoons but there is growing popularity of these stylish and printed plasters amongst young adults as well, although these products remained somewhat niche at the end of the review period.
Chemipal extended its leading share in wound care with its Nexcare range in 2019. The brand offers a wide variety of products such as bandages, plasters and tapes.
Despite continuous growth, Nexcare is facing the threat of private label products from Shufersal and Super-Pharm (Israel). In fact, private label combined was in second place in wound care in 2019.
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This industry report originates from Passport, our Consumer Health market research database.