Over the review period wound care in Macedonia was positively impacted by the growing importance of the convenience and self-medication trends, helping this mature category to maintain steady growth, even during periods of economic duress and political crisis. Sticking plasters/adhesive bandages remained the best performer in wound care in 2018, with waterproof solutions proving increasingly popular among local consumers.
Over the review period the leading players were at the forefront of innovation and managed to develop new easy-to-use and convenient products, some of which were launched in the small Macedonian market. These products are enjoying increasing availability through more distribution channels.
Wound care is a mature category in Macedonia, largely offering products for surgical wounds, which account for the vast majority of skin injuries, along with traumatic wounds resulting from burns. However, over the forecast period, as the Macedonian economy opens up further, the category is likely to witness a wider range of products and application formats.
The Slovenian company Tosama remained the leading player in wound care in Macedonia in 2018, although its value share is continuing to decline steadily. The company’s leading position is a result of its longstanding presence in the country, which goes back to the time of the former Yugoslavia, and strong brand awareness and consumer loyalty.
The German multinational Beiersdorf ranked second in wound care in 2018, also seeing its value share continue to decline steadily. The company’s position is primarily down to the strength of its well-known Hansaplast brand.
Beyond the leading five companies, wound care remained highly fragmented due to a number of small companies supplying various small retailers throughout the country which tend to sell mainly economy products. Wound care was largely dominated by internationals in 2018.
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