Already modest for most of the review period, growth in value sales of wound care slowed significantly during 2020, largely as a result of the impact of COVID-19. As wound care is a fairly low priority for most consumers, many have reduced their spending on these products during a time of heightened economic uncertainty.
Consumers are increasingly demanding better quality products in wound care, and larger manufacturers have both the research and development budgets to create them and the marketing resources to communicate their benefits to consumers. The fact that wound care is fairly loosely regulated in the context of consumer health also facilitates innovation, as does the fact these products are distributed through a wide variety of channels.
Wound care is dominated by four manufacturers – Smith & Nephew Plc, Dr Gorkic doo, Alamed doo and CSC pharma doo – which will account for around four-fifths of value sales in 2020. Moreover, the level of concentration in wound care has been steadily increasing over the course of the review period.
There is still very little mass marketing in wound care. The bulk of promotional activity takes place online – most brands have their own websites, and social media, particularly Facebook, are heavily used.
E-commerce has been steadily growing in importance in wound care, and this trend has been given a significant boost by COVID-19. Forced to spend more time at home during the lockdown, consumers did more of their shopping online, including shopping for wound care.
Private label is still conspicuous by its absence in wound care. While drugstore/parapharmacy chain dm-Drogerie Markt has a strong record of launching private label products, a high level of maturity combined with strong brand loyalty would make it difficult for private label to gain traction in wound care.
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Understand the latest market trends and future growth opportunities for the Wound Treatments industry in Slovenia 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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