In 2019 the Ukrainian population continued declining, after already suffering a significant loss with Russia’s annexation of Crimea, and after two regions, Donetsk and Luhansk, acquired ATO (Anti-Terrorist Operations) area status, and thus fell outside of official statistics. Volume demand for wound care products remained rather stable in 2019, whilst rising prices caused by inflation and rising logistics costs drove current value growth.
The economic and political crisis of 2014-2015 negatively impacted the living standards of many Ukrainians, as the local currency lost a great deal of value, and a number of industries in the country are import-dependent. Branding is usually viewed as unimportant in wound care, with the focus instead on the functionality of the product and meeting basic quality requirements; price determines consumer choice as a rule.
In Ukraine, sales of wound care products primarily derived from sticking plasters/adhesive bandages in 2019. Such products are purchased for individual needs at home and are favoured for their convenience.
As sticking plasters/adhesive bandages generates the bulk of sales in wound care in Ukraine, companies focusing on manufacturing such products hold the leading positions in the category. The Russian player Veropharm maintained its lead in 2019, even though during Ukraine’s conflict with Russia a number of Ukrainians refused to purchase products from Russian companies.
Veropharm’s core competitor is Laboratoires URGO. The multinational’s sticking plasters/adhesive bandages are well-known by Ukrainian consumers and, in spite of being comparatively expensive, they have a strong appeal due to the company’s focus on a wide offer and innovation.
Wound care products are not usually advertised. Therefore, the focus is mainly on distribution, with a nationwide presence allowing for a stronger position.
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This industry report originates from Passport, our Consumer Health market research database.