Wound care is being somewhat negatively impacted by COVID-19, with a smaller degree of stockpiling as compared to other categories. This is because wound care depends heavily on sales to households with children and is typically a summer seasonal product, as it is during the summer months that children are playing outside and more likely to have minor accidents, in addition to families typically stocking up on wound care products to take on holiday.
Another reason for modest, limited growth over the forecast period is that, due to demographic changes, there will be fewer households with children. Whilst the older population is also a consumer audience for wound care, the older generation is typically more price sensitive, whereas parents are most likely to spend more on their children.
Beiersdorf NV leads wound care in 2020, thanks to its top Hansaplast brand. Hansaplast is a household name in the Netherlands and has been so for many decades, earning it a high degree of consumer trust.
The main opportunities in wound care are seen for private label brands, due to their cheaper prices. It is expected that private label players will continue to gain shares over the forecast period, to the detriment of some of the well-known and/or specialised names.
Due to restrictions on sporting activities as a result of COVID-19, such as closures of gymnasiums and other limitations, a number of consumers have started exercising at home in addition to taking up running and/or cycling. Therefore, without professional guidance as found from physical trainers in a gymnasium, for example, some consumers may find themselves with minor injuries, either muscular from exercising without the correct form, or from tripping and falling whilst running or cycling.
There is also scope for developments in first aid kits, especially in the incidence of further lockdowns caused by COVID-19, whereby consumers will want to have immediate access to everything they could need in case of an accident. Due to restrictions on general practitioner medical care, as a result of COVID-19, consumers are more likely to treat minor injuries at home as opposed to visiting a doctor’s surgery for treatment.
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Understand the latest market trends and future growth opportunities for the Wound Treatments industry in Netherlands 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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