Executive Summary

Oct 2019
PROSPECTS
Socioeconomic trends underpin the polarisation of wound care in Italy

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.

Demand remains highly seasonal with a hot summer boosting sales in 2019

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.

High prices see consumers purchase products separately

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.

COMPETITIVE LANDSCAPE
Innovation and wide offer foster value sales growth for Master Aid and Hansaplast

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.

Perrigo enters would care with the acquisition of Salvelox

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 benefits from restrictions on the sale of germicidals

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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Wound Care in Italy

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Overview

Discover the latest market trends and uncover sources of future market growth for the Wound Treatments industry in Italy with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Wound Treatments industry in Italy, our research will save you time and money while empowering you to make informed, profitable decisions.

The Wound Treatments in Italy market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Wound Treatments in Italy?
  • What are the major brands in Italy?
  • What novel technologies are being used in sticking plasters/adhesive bandages?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Health market research database.

Wound Care in Italy - Category analysis

HEADLINES

PROSPECTS

Socioeconomic trends underpin the polarisation of wound care in Italy
Demand remains highly seasonal with a hot summer boosting sales in 2019
High prices see consumers purchase products separately

COMPETITIVE LANDSCAPE

Innovation and wide offer foster value sales growth for Master Aid and Hansaplast
Perrigo enters would care with the acquisition of Salvelox
Chemists/pharmacies benefits from restrictions on the sale of germicidals

CATEGORY DATA

Table 1 Sales of Wound Care by Category: Value 2014-2019
Table 2 Sales of Wound Care by Category: % Value Growth 2014-2019
Table 3 NBO Company Shares of Wound Care: % Value 2015-2019
Table 4 LBN Brand Shares of Wound Care: % Value 2016-2019
Table 5 Forecast Sales of Wound Care by Category: Value 2019-2024
Table 6 Forecast Sales of Wound Care by Category: % Value Growth 2019-2024

Consumer Health in Italy - Industry Overview

EXECUTIVE SUMMARY

Healthier, more proactive approach stimulates value growth in consumer health
Lifestyle, demographic and self-medication shifts inform demand trends
Joint venture helps GSK Consumer Healthcare gain the leading position in 2019
Liberalisation fosters growing presence of “pharmacy corners”
Positive outlook due to focus on self-medication, segmentation and long-term wellbeing

MARKET INDICATORS

Table 7 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 8 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 9 Sales of Consumer Health by Category: Value 2014-2019
Table 10 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 11 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 12 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 13 Penetration of Private Label in Consumer Health by Category: % Value 2014-2019
Table 14 Distribution of Consumer Health by Format: % Value 2014-2019
Table 15 Distribution of Consumer Health by Format and Category: % Value 2019
Table 16 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 17 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

DEFINITIONS

SOURCES

Summary 1 Research Sources