PROSPECTS AND OPPORTUNITIES
Stable outlook for wound care
The growth prospects for the wound care category in Italy remains static and in line with the trend observed in recent years, reflecting the maturity of the market and the commodity nature of products such as plasters, gauze and bandages. Although demand is supported by structural factors such as an ageing population and the prevalence of age-related chronic conditions (such as diabetes, venous insufficiency and pressure ulcers), competition is mainly focused on price, leaving little room for significant expansion.
Niche segments give players scope to innovate
Innovation and a focus on specific segments will remain key strategies for players seeking to maintain their position in wound care. Nonetheless, opportunities for value growth remain limited in this mature and highly price-driven environment.
Sustainability strategies set to gain traction in wound care
Sustainability is becoming an increasingly central issue in the wound care category, with some companies standing out for their concrete and innovative initiatives. A notable example is Kerecis, an innovative company that has developed an eco-friendly skin substitute made from cod skin sourced from sustainable fishing in Icelandic waters.
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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
Wound care achieves stability in 2025
Private label continues to gain traction in wound care
Pharmacy share is eroded in competitive retail landscape
Stable outlook for wound care
Niche segments give players scope to innovate
Sustainability strategies set to gain traction in wound care
Consumer Health in Italy - Industry Overview
Consumer Health in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel 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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