To limit the spread of COVID-19 in the UK, the government ran a campaign alongside initial lockdown measures which advised citizens to “Stay at home, Protect the NHS, Save lives”. As a result, the measures taken significantly limited travel as well as encouraging employees to work from home wherever possible, unless they were a critical worker.
The pandemic has heightened the population’s search for mental and physical wellbeing. On the one hand, active citizens were permitted to take daily exercise outside including running or cycling with gyms forced to close, which still offered potential for various wound care products such as gauze, tape and other wound care, although greater restrictions on movement and length of time spent outside of the house reduced the likelihood of children playing and injuring themselves, particularly with social distancing measures in place which removed interaction with peers.
Beiersdorf is set to strengthen its leadership of wound care in 2020, supported by its core product line under Elastoplast. This is the most popular brand for both sticking plasters/adhesive bandages, and gauze, tape and other wound care due to its strong visibility, fame and wide range of products, which includes products with a diversity of targeted benefits.
Despite maturity, the UK remains a major market for wound care as the category is likely to experience fairly stable demand, compared to the review period although overall volume and value sales at constant 2020 prices are set to record similar low declines. Growth drivers will include a rising geriatric population, chronic wound patients and the increasing prevalence of diabetes and obesity.
While innovation within the category has traditionally taken the segmented route in terms of offering specific benefits such as sports strapping, waterproof fabric, or even child-targeted products using well-known cartoon characters to attract children and parents such as Hello Kitty Plasters, the UK’s largest grocery retailer, Tesco, has taken one step further, leading the way for racial diversity and ethnic inclusion with its different skin tones plasters made available in February 2020. Tesco is the first UK supermarket to offer a range which comes in light, medium and dark shades.
Many consumers in the UK picked up on the healthy lifestyle trend prior to the pandemic and were fully integrating physical exercise into their daily routines. Cycling to work or prepping for marathons became the new normal, at least in major cities.
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Understand the latest market trends and future growth opportunities for the Wound Treatments industry in United Kingdom 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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