Wound Care in Tunisia

2020 IMPACT

Wound care sees little impact from COVID-19 as small ongoing growth continues

Wound care is seeing small continued growth in 2020, with gauze, tape and other wound care continuing to be the largest sub-category and show the strongest growth. The affordable prices of such products and their wide availability means that many consumers purchase their own wound care products as opposed to attending hospitals to have their wounds treated.

Imported brands still drive value growth, but domestic production would ramp up volume sales at affordable prices

Value growth in wound care over the forecast period is likely to be the result of overall increases expected in the average unit price of wound care, with the higher prices likely to be driven by imported brands. Despite the Tunisian government pushing for local production, a large majority of wound care products are still imported in 2020 and this is likely to remain the same across the forecast period.

Kingflex maintains its lead thanks to Bandlux brand being a household name synonymous with wound care

Domestic player Kingflex SA maintains its leading position in wound care with its top Bandlux brand, which is so familiar with Tunisian consumers that “Bandlux” has become a synonymous name for wound care in general in the country. The player’s strong position comes from its long-standing presence in Tunisia, having been operating since 1980, and the company’s new strategy for local production includes increasing its portfolio and integrating its products throughout the national territory.

RECOVERY AND OPPORTUNITIES

Opportunities for local manufacturers to enter category with cheaper domestic products

There are opportunities for local manufacturers in wound care, as domestic production is being encouraged by the Tunisian government. There are also few players in this category, so whilst it is not expected that new, smaller players would be able to compete directly with the leaders, wound care has scope for new entries.

Scope for innovation to add more dynamism to wound care

It has been noted that there is little innovation in wound care, so this lack of dynamism also gives scope for some new developments. For example, players could innovate with different types of sticking plasters.

Growth in wound care stable due to essential nature of products

Overall, wound care is an essential category within consumer health, and this is not going to change. Tunisian consumers will continue to keep stocks of wound care products in their homes and will continue to prefer to tend to their own minor wounds, as opposed to seeking medical assistance unless it is absolutely necessary.