Executive Summary

Oct 2019
PROSPECTS
Wound care driven by improved performance for sticking plasters/adhesive bandages

Wound care recorded a marginally improved performance in 2019 following some stagnation, driven by increasing demand for the main category of sticking plasters/adhesive bandages and higher volume growth for the niche of first aid kits, a trend that is predicted to continue into the forecast period. Demand for sticking plasters/adhesive bandages can be linked to Swedes generally spending a great deal of time outdoors, particularly during the summer when practising sports or hiking can lead to scrapes or minor injuries.

Salvequick’s Sensitive Aloe Vera skin patch offers differentiation

Swedish consumers are increasingly searching for differentiation in wound care, and brands that can offer some innovation are more likely to gain their attention. Products that not only cover the wound but also treat it such as leading brand Salvequick’s Sensitive Aloe Vera skin patch has been designed to allow the skin to breathe and not cause discomfort upon removal.

Licenced sticking plasters popular strategy to attract children

Apart from innovation, manufacturers of sticking plasters/adhesive bandages often use segmentation or premiumisation to support value growth. Incorporating well-known film or cartoon characters into the designs of sticking plasters widens their appeal to children, with brands such as Salvequick regularly launching products to keep in line with the latest releases of films or television character such as Minions, Hello Kitty, Frozen, Animal Plant and Justice League to appeal to both girls and boys.

COMPETITIVE LANDSCAPE
Orkla Care continues to strengthen leadership of wound care benefiting from strong brand loyalty and innovation

Orkla Care AB further strengthened its leadership of wound care in 2019, benefiting from high consumer trust placed in its brand Cederroth in first aid kits and Salvequick in sticking plasters/adhesive bandages.

Salvequick’s waterproof range holds wide appeal

Increasingly active Swedes are turning to specialised wound care such as aqua sticking plasters to support their outdoor lifestyles beyond addressing small wounds. Salvequick offers a range of aqua sticking plasters with its Salvelox Aqua Block waterproof patch, which claims to reduce scarring while still allowing the skin to breathe, and a number of products targeting children under its Salvequick Aqua Block Kids and Aqua Cover Kids for treating larger wounds.

Micropore remains popular wound care product on Apoteket’s online pharmacy

Ranked third in gauze, tape and other wound care, Micropore from 3M Svenska AB continued to gain further value share in 2019 which is popular for its “skin-friendly” Surgical Tape for fixing dressings or directly covering minor wounds in addition to reducing the risk of allergy-related problems. It is a best-selling brand on Apoteket’s online pharmacy; ironically its nearest competitor in this category is Apoteket’s private label line which is some way behind in terms of value share.

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Wound Care in Sweden

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Overview

Discover the latest market trends and uncover sources of future market growth for the Wound Treatments industry in Sweden with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Wound Treatments industry in Sweden, our research will save you time and money while empowering you to make informed, profitable decisions.

The Wound Treatments in Sweden market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Wound Treatments in Sweden?
  • What are the major brands in Sweden?
  • What novel technologies are being used in sticking plasters/adhesive bandages?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Health market research database.

Wound Care in Sweden - Category analysis

HEADLINES

PROSPECTS

Wound care driven by improved performance for sticking plasters/adhesive bandages
Salvequick’s Sensitive Aloe Vera skin patch offers differentiation
Licenced sticking plasters popular strategy to attract children

COMPETITIVE LANDSCAPE

Orkla Care continues to strengthen leadership of wound care benefiting from strong brand loyalty and innovation
Salvequick’s waterproof range holds wide appeal
Micropore remains popular wound care product on Apoteket’s online pharmacy

CATEGORY DATA

Table 1 Sales of Wound Care by Category: Value 2014-2019
Table 2 Sales of Wound Care by Category: % Value Growth 2014-2019
Table 3 NBO Company Shares of Wound Care: % Value 2015-2019
Table 4 LBN Brand Shares of Wound Care: % Value 2016-2019
Table 5 Forecast Sales of Wound Care by Category: Value 2019-2024
Table 6 Forecast Sales of Wound Care by Category: % Value Growth 2019-2024

Consumer Health in Sweden - Industry Overview

EXECUTIVE SUMMARY

Stable performance by consumer health supported by health and wellness trends
Vegans offer growing niche as important consumer group
Highly fragmented competitive landscape of consumer health allows smaller brands to gain Swedes’ attention
Internet retailing continues to gain ground supported by online pharmacies
Sports nutrition will continue to move into mainstream acceptance over forecast period

MARKET INDICATORS

Table 7 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 8 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 9 Sales of Consumer Health by Category: Value 2014-2019
Table 10 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 11 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 12 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 13 Penetration of Private Label in Consumer Health by Category: % Value 2014-2019
Table 14 Distribution of Consumer Health by Format: % Value 2014-2019
Table 15 Distribution of Consumer Health by Format and Category: % Value 2019
Table 16 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 17 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

DEFINITIONS

SOURCES

Summary 1 Research Sources