Wound care sales were negatively impacted by COVID-19 during the first part of 2020 as consumers mostly stayed at home during the lockdown in March and April, thus resulting in a steep decline in demand for sticking plasters/adhesive bandage and gauze, taupe and other wound care. Post-surgery plasters were among the most negatively impacted products as a vast number of non-urgent surgeries were postponed in Italy during the lockdown months.
Growing polarisation is occurring in many product categories in Italy, as the gap between rich and poor grows, with a net thinning out of the middle class. Wound care is also seeing increasingly polarised demand in Italy, with consumers drawn to premium/specialist or economy products.
Wound care brands and private label ranges tend to offer a range of sticking plasters/adhesive bandages, besides classic/standard options, such as products offering quick healing, with antiseptic silver, repairing cream, and waterproof elasticised plasters that extend the movement of the skin and dry quickly. Other popular products include spray plasters, plasters for sensitive skin and plasters for children.
Chemists/pharmacies remains the dominant distribution channel for wound care in Italy. In these retail outlets, consumers can find all kinds of products, including gauze, tape and other wound care.
Wound care sales continue to peak during spring and, especially, summer. During these seasons, consumers spend more time out of the home and tend to be more active in terms of outdoor pursuits, which increases the risk of injury and cuts, etc.
Sticking plasters remains the most important and fastest-growing category in value sales terms. This is a more resilient category as such products tend to be required more often, but also affordable and available in grocery retailers.
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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.
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This report originates from Passport, our Wound Treatments research and analysis database.
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