Wound care is considered an essential basic household item in the United Arab Emirates, especially for those homes with children. While not all households necessarily have first aid kits, most stock sticking plasters/adhesive bandages.
While a wide range of wound care is available in chemists/pharmacies and drugstores/parapharmacies across the United Arab Emirates, items such as sticking plasters/adhesive bandages are readily available from hypermarkets, supermarkets, grocery stores as well as through internet retailing. This makes frequent repurchasing convenient with consumers able to purchase these products as part of the normal grocery shopping.
Wound care continued to benefit from new product development in 2019 with the leading players all continuing to invest in new innovation. These new innovations included 3M Inc’s Nexcare Sensitive line of sticking plasters/adhesive bandages which is designed for those with sensitive skin, being ideal for young children and the elderly in particular.
Johnson & Johnson Middle East, Beiersdorf and 3M led wound care in 2019, and despite losing share they continued to dominate the category. Their brands enjoy widespread marketing support and strong shelf positioning as well as advertising in-store, through social media and periodic campaigns in which some brands partner with a health provider or the government.
The major companies operating in wound care in the United Arab Emirates in 2019 were international manufacturers, with the only significant local player present being Pharma Service Co. This domestic company is present mainly through its Nimed brand of first aid kits, which is priced significantly lower than the first aid kits from its key competitor, MediMax.
Licensing remains a key tool used by the leading players to attract interest from children. Due to their more active lifestyles and greater likelihood of accidents, children remain the key target audience for sticking plasters/adhesive bandages.
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This industry report originates from Passport, our Consumer Health market research database.