Wound care is expected to register constrained growth in 2020 as the government imposes severe restrictions to consumers’ movement as a result of the COVID-19 pandemic. To reduce the spread of the virus, consumers were put into lockdown, limiting their opportunity to spend time outside or to injure themselves.
Even though many players are expected to lose value share in 2020 due to altered buying habits and changes to consumers’ daily routines, Providence and Banitex are expected to retain their leading positions in first and second place respectively. Providence’s lead in wound care will be secured by the success of its brands Pharmacia and Salvelox, which are ranked first and third in the category respectively.
Although Providence and Banitex are expected to retain comfortable leadership in the category, wound care is expected to become more fragmented in 2020 as a number of new imported brands enter the competition. These imported brands are expected to account for the increase in shares held by “others” in 2020 and are predominantly available in drugstores/parapharmacies.
When selecting products in wound care, consumers in Morocco are primarily concerned with practicality and price positioning rather than brand awareness. Even though there is a wide range of products to choose from in the category, consumers will often select the cheapest and most convenient product to apply and are less likely to be swayed by brand reputation or loyalty.
Despite the expectation of suppressed growth in 2020 due to the COVID-19 pandemic, wound care is projected to make a swift recovery as consumers return to their usual routines and activities. Over the forecast period, wound care in Morocco is expected to continue growing.
Sport is one of the factors behind the growing sales of wound care in Morocco, with the number of gyms and fitness centres having increased, and they are expected to further increase in number in the forecast period. Gyms and fitness centres have developed pricing strategies that encourage consumers to purchase annual memberships.
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Understand the latest market trends and future growth opportunities for the Wound Treatments industry in Morocco 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 Morocco, 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.
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