When the US headed towards lockdown in spring 2021, many Americans found themselves unprepared and overwhelmed. Faced with uncertainty and wary of venturing out in public, consumers scrambled to stock up on at-home essentials.
In a reversal of the trend seen in 2020, athletic tape is expected to see an increase in demand in 2021, as gyms across the US reopen and recreational sports resume. Whilst gauze, tape and other wound care did see minor current value growth in 2020, much of it was attributed to the use of gauze and film dressings for at-home treatment, due to the aversion to seeking medical attention during the pandemic.
Acting on results from a commissioned survey, 3M launched Nexcare Duo in April 2021, after the study found a considerable number of Americans avoided the use of adhesive bandages due to their painful removal. The brand uses new silicone adhesive technology to provide all-around wound protection and pain-free removal.
From the moment Welly was launched in 2019, the brand’s intention was clear – to shake up the sticking platers/adhesive bandages category and challenge the notion that injuries should be hidden. With its colourful designs and eye-catching patterns, the brand invited consumers to celebrate their cuts and scrapes as a memento of living life.
After hinting at its development in an Instagram post in June 2020, Band-Aid launched its Ourtone line in March 2021 at various mass retailers nationwide and on Amazon. The post acknowledged the lack of inclusive options for Americans with brown and black skin tones, and the announcement, with its commitment to listen to consumer concerns and embrace inclusivity, was met with the highest level of user engagement Band-Aid has seen to this day.
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Understand the latest market trends and future growth opportunities for the Wound Treatments industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Wound Treatments research and analysis database.
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