The category’s value growth rate was affected by COVID-19 in 2020, as such products were perceived as less essential than others such as cold remedies, systemic analgesics, and preventive health products. Furthermore, consumers’ adoption of home seclusion and minimal engagement in outdoor activities and exercise also reduced the likelihood of accidents and injuries, thereby lowering demand.
In recent times products in the wound care category have evolved to not only cover wounds, but also offer breathable performance and waterproof properties. There was also a growing variety of product formats and sizes to enable the treatment of wounds on different parts of the body.
With a great variety of SKUs, 3M maintained its leading position in wound care in 2020. It not only leads in terms of products offering various functionalities, it is also the most dynamic in terms of channel share, covering multiple channels including chained chemists and drugstores of multiple brands.
In the second half of 2020, sales are expected to return to normal, as the COVID-19 pandemic is under control in Taiwan, and consumers are venturing outdoors for longer, and even travelling more frequently on a domestic basis. The category is seeing the rising popularity of clear bandages with hydration.
Bandages were in the past considered unpleasant and embarrassing due to their unappealing colour, texture and size. To meet consumers’ aesthetic preferences and appeal to the appropriate target segments of children and women, there are expected to be further developments along the lines of transparent and skin-coloured bandages in coming years, as well as bandages with cartoon figures to appeal to children.
Value sales of wound care are expected to see continued positive growth over the forecast period. Wound care demand is mature in Taiwan, with growth mainly supported by the prevalence of outdoor activities.
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Understand the latest market trends and future growth opportunities for the Wound Treatments industry in Taiwan 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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