The wound care category saw slightly higher growth in 2020 than in 2019. This occurred as the COVID-19 outbreak resulted in consumers stocking up on such products prior to lockdown, in case they were needed for first aid purposes.
International wound care brands lead the category, with Beiersdorf (S) Pte Ltd dominant. Products from multinationals enjoy strong brand establishment, and are able to offer innovative products to drive sales.
Licensed characters and brand IP continued as a marketing strategy to offer products that appealed to children in the sticking plasters/adhesive bandages category. Such offerings included Hansaplast Star Wars Series Strips, and Hansaplast Disney Frozen Plaster.
The category is expected to see continued growth post-pandemic. A contributor to this will be the increasing number of people engaging in exercise, as consumers adopt preventative strategies to health care.
Product innovation will remain an important competitive strategy for wound care players to gain value share in coming years, as the category is highly mature in Malaysia. Products that accelerate healing, such as Dr Check’s Hydrocolloid Wound Dressing range, Hansaplast Fast Healing Strip, which claims to speed up the healing process by 50%, and Hansaplast Extra Tough Waterproof Plaster, may prove popular.
Another strategy employed by wound care brands is to diversify their products’ positioning to attract customers. For example, Smith & Nephew has introduced its Cica-Care Silicone Gel Sheet, which promotes effective treatment for scars using a new innovative ingredient.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Wound Treatments industry in Malaysia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Wound Treatments industry in Malaysia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Wound Treatments research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page