In response to the outbreak of COVID-19 the Swiss government took a range of measures including introducing a lockdown and placing restrictions on gatherings. Consumers were also advised against making unnecessary trips outside of the home.
Most consumers keep at least some wound care items, such as sticking plasters, as medicine cabinet staples, while others even keep entire first aid kits at their homes (especially when they have children or pets). Purchases are mainly replacements of expired items or to replenish used products.
Multinationals accounted for the large majority of value sales in 2020 as brand equity offers their leading brands a strong competitive advantage. In addition, their extensive value-added product ranges offer a broad choice and draw and motivate consumers to buy.
Wound care is expected to return to growth from 2021 providing restrictions are lifted, with this expected to be supported by the rolling out of the COVID-19 vaccine. In response to COVID-19 many consumers are placing an even greater focus on health and wellness, with there likely to be a growing number of consumers taking part in sport and exercise over the forecast period.
While the leading multinationals are likely to retain a strong position in wound care over the forecast period, it is likely that lower-priced brands and private label could build on the gains made in 2020. The most prominent private label lines in wound care are offered by Migros Genossenschaftsbund and Coop Genossenschaft, the leading retailers in Switzerland.
Over the forecast period, multinationals IVF Hartmann, Beiersdorf, and 3M Schweiz are expected to retain their dominance thanks to their leading brands enjoying consumer trust in Switzerland and due to the wide variety of value-added products they offer beyond basic sticking plasters and bandages. Their focus is likely to be on the further strengthening of their leading brands in order to ward off the competition from low-priced items.
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Understand the latest market trends and future growth opportunities for the Wound Treatments industry in Switzerland 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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