"Wound Care in Finland" Published

Wound care saw current value sales grow by 2% in 2014. The category is mature and despite several innovative launches in 2014, the year posted somewhat unexciting growth rates. Competition is indeed intense, with an established presence of private label wound care, which puts pressure on price levels. The lingering uncertain economic climate also made many consumers price aware, and many thus opted for cheaper alternatives. However, a widening range of more sophisticated wound care, particularly in sticking plasters, is available, and continued to attract some consumers. As such, a proportion of consumers, who are less price sensitive, were thus able to boost sales into growth despite the intense price competitive environment and uncertain economic situation in Finland.

Competitive Landscape

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Beiersdorf leads wound care, accounting for 36% of value sales in 2014. The company’s position is due to its well-known Hansaplast plasters, which are available in a wide range of formats and present in most retail chains throughout Finland. The brand, in addition, saw steady product development throughout the review period. Also in 2014, the company had a clear focus on product innovation mainly in sticking plasters. As a result of several new launches, the company’s market value share in wound care grew by one percentage point in 2014. Cederroth ranked second, holding a 34% value share in 2014. This is due to the Salvequick brand, which is in direct competition with Beiersdorf’s Hansaplast. Salvequick is also available in a wide range of different versions, from very basic to more advanced and sophisticated alternatives.

Industry Prospects

Wound care is predicted to grow by 2% in total value terms at constant 2014 prices between 2014 and 2019. The flat development reflects the maturity of the category and increasing competition from private label. Manufacturers, particularly the two leading branded players are, however, tackling maturity and private label by developing more advanced and premium products. These activities are thus predicted to keep growth rates positive over the forecast period.

Report Overview

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

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Wound Treatments industry in Finland, our research will save you time and money while empowering you to make informed, profitable decisions.

The Wound Treatments in Finland market research report includes:

* Analysis of key supply-side and demand trends

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