To control the spread of COVID-19 consumers in Japan have been spending more time at home, spending less time outdoors taking part in sport and exercise. This has resulted in fewer minor injuries which in turn has reduced demand for wound care.
While sticking plasters/adhesive bandages has seen a sharp decline in 2020 due to the drop in minor injuries, sales of gauze, tape and other wound care have benefited from a new usage. Due to supply shortages of face masks, some consumers started making their own masks.
Johnson & Johnson KK continues to lead wound care thanks to its well-known Band-Aid brand of sticking plasters/adhesive bandages which benefits from widespread distribution and strong marketing support. For example, in 2019 the company introduced a campaign for university students seeking their first jobs that aimed to make it acceptable to wear trainers for job interviews.
As Japan’s population decreases, wound care will face difficulties in achieving further growth in volume terms. The birth rate is falling and the decrease in the younger generation is especially challenging for wound care, as children are generally the most frequent users of such products.
Johnson & Johnson is expected to remain one of the most active companies in wound care in terms of innovation and new product development. For example, in 2020 the company launched its new line Band-Aid Kizu Power Plus which has a thicker cushion and greater absorbability.
Non-conventional foot blister prevention products may pose a threat to wound care manufacturers in the future. Currently, blister prevention constitutes a significant element of demand for wound care products.
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Understand the latest market trends and future growth opportunities for the Wound Treatments industry in Japan 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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