Wound Care in Mexico - New Market Study Published

In 2014, manufacturers of wound care products offered attractive and coloured designs of sticking plasters for children, in order for them to be more attractive and fun. Parents increasingly give their children input in purchasing decisions, and now children often help to make decisions about what to wear or eat, or even which kind of music to listen to. This is an important factor in such a stable category as wound care, in which adults tend to buy the traditional brand, or just the one that is available, or offers a special discount. Whilst adults try to hide wounds, children like to show them off to other people, and even more so if the sticking plaster has picture of their favourite cartoon character or superhero. Nexcare (3M de México) has the widest range of options, with Princess, Planes, Cars, Avengers, Spiderman, Monsters Inc and Disney. Curitas (BDF México) offers My Little Pony designs, and Band-Aid (Johnson & Johnson de México) offers Barbie, Ninja Turtles, Kitty and Mickey Mouse. Alfa Medical launched sticking plasters with children’s designs. Another activity targeting children was a promotion launched by Curitas, offering free tickets to see films.

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Competitive Landscape

Wound care is one of the categories with the least competitors, and two companies accounted for a 49% value share in 2014. Kendall de México led with a 33% value share in 2014, followed by BDF México with a 16% value share. Kendall de México has a long-standing presence in the Mexican market, and was acquired by Covidien in 2013, giving it a major presence and the support to continue its expansion in the market, mainly with bandages and gauze. BDF México owns one of the most recognised brands, Curitas, which has also been adopted as the regular name people use to refer to sticking plasters, despite this being a brand name. This is one of the main reasons why this brand is the most popular amongst Mexican consumers; however, Johnson & Johnson de México and Laboratorios Leroy are getting closer, with 14% and 13% value shares respectively in 2014.

Industry Prospects

Over the forecast period wound care is expected to see a value CAGR of 1% at constant 2014 prices, to reach MXN295 million in 2019. This is likely to be driven by constant but slow demand amongst consumers throughout the year. In contrast with other consumer health categories, these products see sales throughout the year, and not only during particular seasons. However, as these products are intended to address minor injuries, people usually need products for a few days, and do not purchase them frequently.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Wound Treatments industry in Mexico with research from Euromonitor's team of in-country analysts.

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