Sticking plasters/adhesive bandages continue to grow rapidly, 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.
Lifestyle trends also support the growth of wound care in Turkey, as consumers increasingly seek to live healthier lives, and thus focus on engaging in fitness and outdoor sporting activities. This results in various minor injuries, often affecting the feet.
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.
Betasan AS continues to lead wound care, and consolidated its leading position in 2019. The company enjoys strong recognition and extensive penetration, which positively affects its performance.
Private label offerings gained share in 2019, albeit from a very low base, as players started to offer more features. These included Megaplast Aquastop from Bim and Altapharma Hydro Gel Plasters from Grossmann.
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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