New Market Report: Wound Care in Denmark

Functionality and segmentation are the key trends in wound care. These trends governed sticking plasters over the review period and were by 2013 clearly visible in first aid kits as well. Oppenhejm & Jansson is an example of this with the company's wide selection of segmented first aid kits such as MyKit Office, MyKit Travellers First Aid, and MyKit Camping. Moreover, the MyKit product line is notable for blurring the lines between first aid kits, beauty and personal care, tissue and hygiene and even more product categories. Thus the MyKit Festival Plus besides plasters contains ear plugs, refreshing wipes, aloe vera cream and condoms. The increased segmentation and the expansion into product categories which are not traditionally included in first aid kits were major drivers behind the 2% growth in first aid kits in 2013.

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Competitive Landscape

Wound care was led by Beiersdorf with value share of 16% in 2013, followed by Cederroth with 13%. Beiersdorf and Cederroth command the two leading brands in sticking plasters/adhesive bandages, Hansaplast and Salvequick. Beiersdorf's Hansaplast has a premium positioning and is sold by many pharmacies. Cederroth's Salvequick on the other hand benefits from lower prices and distribution through grocery retailers.

Industry Prospects

With penetration of the main product sticking plasters/adhesive bandages already close to maximum, significant volume growth will be difficult to achieve in wound care over the forecast period. Rather growth must be derived from increasing unit prices, driven by product innovation. Thus, total volume sales in wound care are set to remain constant over the forecast period, while value sales are set to increase by a CAGR of 1% in constant 2013 prices.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Wound Treatments industry in Denmark 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 Denmark, our research will save you time and money while empowering you to make informed, profitable decisions.

The Wound Treatments in Denmark market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth  
* Robust and transparent market research methodology, conducted in-country

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