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 sales continue to peak during spring and, especially, summer. In 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.
The competitive landscape, which is led by domestic manufacturers, is considered saturated. The domestic company Pietrasanta continues to lead through its established Master Aid brand.
In 2019, Perrigo acquired the Salvelox brand from Gruppo Sodalis. Salvelox is distributed by Perrigo through grocery retailers and by Pasquali through chemists/pharmacies.
Chemists/pharmacies remains the dominate distribution channel in wound care in Italy in 2019. In these retail outlets, consumers can find all kinds of products, including gauze, tape and other wound care.
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This industry report originates from Passport, our Consumer Health market research database.