At the end of the review period, the development of wound care continues to be affected by a lack of real innovation. The economic situation is another factor behind the slow performance of the category in 2019, with low disposable incomes hampering consumer purchasing power.
First aid kits continues to see the fastest declines in retail volume and current value sales in 2019. It remains rare for households to replace first aid kits.
Sticking plasters/adhesive bandages remains the only category seeing current value growth in 2019. These products remain most popular due to their lower prices and convenient use for common minor cuts and abrasions on the body.
International players enjoy a strong hold on wound care in Russia due to their wide portfolio of products, intensive advertising and promotional activities and investments in new product development. This was consolidated by Abbott Laboratories’s acquisition of the domestic manufacturer Veropharm at the start of the review period.
Paul Hartmann is well placed to remain the leader in wound care over the forecast period. The company grew its value share steadily over the review period to consolidate its leading position.
Children remain the main target for wound care manufacturers, due to the regularity with which they hurt or injure themselves. Moreover, many children are soothed by the wearing of a sticking plaster or adhesive bandage, even for very minor or superficial wounds.
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This industry report originates from Passport, our Consumer Health market research database.