Wound care volume sales are dipping marginally in 2020, with fewer minor accidents being experienced by home-confined consumers. Children did not go to school while gyms and sports centres remained shut during the lockdown, meaning recreation and sports activity has been much less, in turn limiting demand for wound care.
Sticking plasters/adhesive bandages is the largest wound care category and its sales growth has been the strongest over the review period, as these products remain the first items used in the case of minor injuries. This category encompasses several product types, including basic plasters, elastic plasters, liquid plasters and haemostatic sprays, healing patches, and sticking plasters for feet and blisters.
Betasan AS continues to lead wound care by a clear distance in 2020. The company enjoys strong recognition and extensive penetration, which positively affects its performance.
While schools and recreational facilities have reopened in Turkey, allowing demand for wound care to normalise, sales recovery may be slowed by ongoing home seclusion, especially as COVID-19 rates rise again in the country. Any further lockdown would again diminish demand, but volume sales of wound care are predicted to bounce back in 2021 – and remain consistently strong over the forecast period.
Clinical trials are underway on smart bandages that change colour when a wound becomes infected. Smart bandages, which are fitted with sensors, can detect and monitor the healing process, and send a progress report to a doctor.
Affluent Turkish consumers tend to be very interested in new innovations. Those looking for better-quality products increasingly opt for hydrogel and hydrocolloid plasters.
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Understand the latest market trends and future growth opportunities for the Wound Treatments industry in Turkey 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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