Sales of wound care are set to see a small decline in retail volume terms and value terms (at constant 2023 prices) over the forecast period. This negative forecast is based on high category maturity and penetration, alongside demographic factors, such as Italy’s declining birth rate.
The performance of sticking plasters/adhesive bandages is likely to be linked to consumers returning to more active lifestyles and spending more time outdoors, as well as a potential increase in surgeries. With consumers spending more time outdoors the demand for standard plasters should remain relatively stable, but demand for strip plasters is set to continue declining as these products are increasingly perceived to be old fashioned and inconvenient in Italy.
Demand for wound care is set to become more polarised. On one hand, some consumers will likely favour low-cost products, such as those offered by private label, especially in the short term, with consumer purchasing power having been hit hard by the cost of living crisis.
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Understand the latest market trends and future growth opportunities for the Wound Treatments industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Wound Treatments industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of sticking plasters/adhesive bandages, first aid kits, and gauze, tape, and other wound care. Exclude products that prevent foot blisters and anti-scarring only variants.See All of Our Definitions
This report originates from Passport, our Wound Treatments research and analysis database.
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