PROSPECTS AND OPPORTUNITIES
Consumer focus on price in wound care may hinder future growth due to focus on private label products
The wound care category in Italy is mature and well established, with wound care products often considered to be commodity items. Products, such as plasters, bandages and gauze, are perceived by consumers to be undifferentiated goods, where brand is a secondary factor compared to price.
Supermarkets and e-commerce poised for growth in Italy's price-driven wound care category
The distribution landscape for wound care products is slowly changing, mainly because consumers tend to buy private label and low-cost products. Supermarkets in Italy are still the preferred format for consumers and are increasingly becoming the place to buy products such as plasters, bandages and disinfectants.
Demographic shift in Italy can drive innovation focusing on senior-oriented wound care solutions
Although it is currently a mature and relatively static category, wound care has the opportunity to develop and innovate by targeting the demographic changes taking place in Italy. On the one hand, the declining birth rate is reducing the opportunities for growth in the children's wound care segment.
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Overview:
Understand the latest market trends and future growth opportunities for the Wound Care industry in Italy 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 Italy, 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 Italy 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 Italy?
- Which are the leading brands in Wound Care in Italy?
- How are products distributed in Wound Care in Italy?
- How has the regulatory and operating environment for Wound Care changed in Italy?
- 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 Italy - Category analysis
KEY DATA FINDINGS
Italian wound care category sees slow growth with sustainability emerging as differentiator
Surgical backlog fuels recovery in post-operative adhesive bandages category
Growing focus on sports and outdoor activities drives demand for general purpose sticking plasters
Consumer focus on price in wound care may hinder future growth due to focus on private label products
Supermarkets and e-commerce poised for growth in Italy's price-driven wound care category
Demographic shift in Italy can drive innovation focusing on senior-oriented wound care solutions
Consumer Health in Italy - Industry Overview
Consumer health in 2024: The big picture
2024 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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