PROSPECTS AND OPPORTUNITIES
Moderate growth anticipated for wound care over the forecast period
Sales of wound care are expected to rise steadily over the forecast period in value terms, driven by consistent consumer purchasing habits. Volume growth, however, is likely to remain modest, reflecting the infrequent and largely needs-based nature of wound care consumption.
Partnering with athletes and sports sponsorship to remain a key marketing tool
Sports sponsorship is an effective marketing technique because it taps into the passion, loyalty and massive reach of sports audiences to elevate brand visibility and emotional connection. Through its trusted wound care brand Elastoplast, Beiersdorf plays a pivotal role in supporting athletes’ health and performance across a wide spectrum of Australian sports.
Strategic restructuing of pharmacies likely to pose a threat to supermarkets
Given the competition between supermarkets and pharmacies in terms of distribution within the wound care category, recent notable mergers and acquisitions will be of interest over the forecast period, as retail channels strategically consolidate. Wesfarmers Health, for instance, has officially taken over the Pharmacy 4 Less Group, a national chain of discount pharmacies that entered voluntary administration in April 2025.
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Overview:
Understand the latest market trends and future growth opportunities for the Wound Care industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Wound Care industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Wound Care in Australia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Wound Care in Australia?
- Which are the leading brands in Wound Care in Australia?
- How are products distributed in Wound Care in Australia?
- How has the regulatory and operating environment for Wound Care changed in Australia?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Wound Care
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Wound Care in Australia - Category analysis
KEY DATA FINDINGS
Sticking plasters/adhesive bandages remains the key focus of demand
Elastoplast and Band-Aid continue to compete closely for the lead
Chronic Wound Consumables Scheme officially launched in June 2025
Moderate growth anticipated for wound care over the forecast period
Partnering with athletes and sports sponsorship to remain a key marketing tool
Strategic restructuing of pharmacies likely to pose a threat to supermarkets
Consumer Health in Australia - Industry Overview
Consumer health in 2025: The big picture
2025 Key trends
Competitive landscape
Retailing developments
What next for consumer health?
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
DISCLAIMER
DEFINITIONS
The following categories and subcategories are included:
Wound Care
- First Aid Kits
- Gauze, Tape and Other Wound Care
- Sticking Plasters/Adhesive Bandages
Wound Care
This is the aggregation of sticking plasters/adhesive bandages, first aid kits, and gauze, tape, and other wound care. Exclude products that prevent foot blisters and anti-scarring only variants.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Wound Care research and analysis database.
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