Wound care is expected to maintain similar current value growth in 2020 to that seen the year prior. The category saw, compared to other OTC categories, a smaller increase in demand during panic-buying as a result of COVID-19 in the first quarter of the year.
The most popular wound care brands in Pakistan tend to be international ones distributed by local companies, as these have established a solid reputation amongst local consumers. The local brands which are present within sticking plaster/adhesive bandages are invariably priced lower than the category’s leading international brands.
Uniferoz (Pvt) Ltd continues to lead wound care owing to its dominant brand Saniplast. The brand enjoys consumer loyalty and brand awareness.
Pakistan’s high birth rate represents a positive factor in the potential development of wound care. Children are key consumers of products such as sticking plasters/adhesive bandages because their high level of physical activity results in a relatively high frequency of minor injuries.
The competitive challenges facing local sticking plasters/adhesive bandages brands are anticipated to increase as consumers shift to more expensive international brands deemed to offer greater quality. While the price and therefore the competitive positioning of imported products depends on the currency conversion rate, those international brands with local manufacturing capabilities should continue to gain sales at the expense of local rivals.
The changing behaviour of rural consumers provides a potential opportunity for local brands. The increase in consumer purchasing power is boosting category sales by encouraging a shift from traditional wound care practices, such as the use of disinfected rags, towards branded wound care products.
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Understand the latest market trends and future growth opportunities for the Wound Treatments industry in Pakistan 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.
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This report originates from Passport, our Wound Treatments research and analysis database.
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