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, resulting in its overall dominance of the category.
The distribution of wound care has gradually expanded beyond chemists/pharmacies in the United Arab Emirates to modern grocery retailers such as convenience stores and supermarkets and traditional grocery retailers offering greater convenience due to their proximity to local neighbourhoods. This makes frequent purchasing convenient with consumers able to buy these products as part of the normal grocery shop, a particularly relevant factor during lockdown.
Wound care in the United Arab Emirates remains a fairly consolidated competitive landscape, dominated by multinationals Johnson & Johnson Middle East, Beiersdorf AG and 3M Inc, with the latter aiming to increase brand recognition amongst consumers following greater demand for its much sought after M-95 face masks during the pandemic. These global brands enjoy widespread marketing support and strong shelf positioning in addition to in-store advertising.
Overall wound care is predicted to record marginally higher volume growth over the forecast period compared with its performance during the review period, as consumers are more likely to purchase these products to stock up on as they gradually venture outside of the home as lockdown measures continue to be relaxed. However, slower volume growth predicted for 2021/2022 could be influenced by the expected exodus of the expatriate workforce due to unemployment as a result of the pandemic and economic fallout.
Further innovation offers potential to expand wound care, although some innovative wound care products are more readily available online than they are in stores, further driving demand through e-commerce. For example, hydrocolloid bandages that are designed not only to cover up wounds but also reduce scarring can easily be found on amazon.
Despite some lingering price sensitivity amongst consumers going into the forecast period as a result of decreasing incomes related to the lockdown and the likely economic fallout of the pandemic, more affluent parents are likely to continue to indulge their children with products designed specifically for them. For major brands of wound care, this tends to be come in the form of licensing.
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Understand the latest market trends and future growth opportunities for the Wound Treatments industry in United Arab Emirates 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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