COVID-19 has had a negative impact on sales of wound care, with consumers and children forced to remain at home. Children are key users of wound care, with minor accidents most common among the young.
While COVID-19 has had a negative impact on sales, wound care had already reached maturity in Portugal, with limited innovation and low interest among consumers. Most households already stock basic wound care products such as sticking plasters/adhesive bandages and only purchase other items when needed.
Beiersdorf Portuguesa remains the leading player in wound care in 2020. The company is active in the country with its Hansaplast brand, which is well-established and has a strong position in sticking plasters/adhesive bandages and gauze, tape and other wound care.
Sales of wound care should return to growth in 2021, providing COVID-19 is contained and consumers can start going outside again. Nevertheless, growth is still likely to be constrained somewhat.
In contrast, there is also expected to be an even greater focus on health and wellness over the forecast period, which could encourage more consumers to take up sport and fitness activities. It has been well publicised that consumers who are fitter and healthier are likely to be in a better position to fight off COVID-19.
While wound care is perceived to be a mature category, there is still seen to be some room for innovation. For example, during the review period, companies looked to expand their offer when it came to wound care with the provision of specific products for specific issues.
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Understand the latest market trends and future growth opportunities for the Wound Treatments industry in Portugal with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Wound Treatments research and analysis database.
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