As a result of the COVID-19 lockdown, the demand for plasters and other wound care products was significantly lowered in the first half of 2020, with consumers participating in a smaller number of sports activities and children staying inside rather than playing outdoors. As consumers were forced to remain at home through March and May 2020 and schools were closed, the opportunities for injuries and cuts was significantly reduced, meaning the need for wound care products also decreased.
The Urgo brand by Laboratoires URGO SAS will continue to lead value sales in 2020, generating strong double-digit value growth. Urgo also benefited from advertising which, together with pharmacist recommendation, reinforced noticeable consumer loyalty to the brand.
One of the defining trends in wound care in 2020 is the launch of innovative new products that make use of technological advancements to offer various useful value-added features. As consumers grow increasingly experimental and open to trying new products, the range of plasters available in Romania is widening.
Wound care will remain a small product area in coming years, with products purchased mostly when needed. Usage is generally limited to minor wounds, with major cases being treated by specialised personnel in hospitals or polyclinics.
Despite domestic player Mebra’s strong position, international players will continue to dominate sales of wound care into the forecast period. Strong brands, highly segmented product ranges and wide distribution networks are the main advantages of international companies.
Private label is expected to continue to gain popularity in Romania into the forecast period, as consumers who have been hit hard by the economic impact of COVID-19 become increasingly price sensitive. Private label products launched by retailers and pharmacies are likely to be widely promoted into the forecast period, appealing to a wide range of consumers due to their low prices.
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Understand the latest market trends and future growth opportunities for the Wound Treatments industry in Romania 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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