Wound care has reached maturity in terms of the use of products, although the materials present in first aid kits are not always used immediately and can be stored for long periods without compromising their effectiveness. Nevertheless, many of the products in wound care, particularly sticking plasters/adhesive bandages, are needed in households on a relatively regular basis, providing a consistent ongoing sales base.
Sticking plasters/adhesive bandages continued to be the biggest category in wound care, accounting for around three quarters of overall value sales in 2019, with gauze, tape and other wound care accounting for the remaining sales. Sticking plasters/adhesive bandages also again recorded slightly faster value growth in 2019.
Women, especially young adults and teenagers, often use adhesive strips on their heels to protect them from scrapes and blisters. Sticking plasters are especially helpful when wearing high heels or sports shoes that tend to excessively rub the back of the heel.
The main players in wound care are mainly recognised international or regional brands. Distribuidora Continental 6 remained a strong leader in 2019 with its Cure Band brand, a product made in Colombia.
There are an increasing number of smaller brands available in the country. Although many of these brands are produced domestically, there is an especially strong presence of products imported from China.
No publicity campaigns for wound care were seen over the review period. The investment in promotional campaigns would be greater than the expected returns so that it is not seen as financially viable to invest in major marketing campaigns.
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This industry report originates from Passport, our Consumer Health market research database.