Boston, MA -- (ReleaseWire) -- 07/14/2014 -- Sticking plasters/adhesive bandages continued to hold the largest value share of 76% in wound care in 2013. Manufacturers continued to make large investments in new products to attract consumers, especially by launching licensed products with famous cartoons characters such as Sponge Bob Square Pants, Mickey Mouse and Hello Kitty, to name a few, which are very appealing to children. In order to attract adults, manufacturers continued to invest in the launch of products which were water-resistant, or which had a nude appearance, in order to be more discreet.
Maintaining its leadership in wound care with 48% value share, Johnson & Johnson Industria e Comercio also led in sticking plasters/adhesive bandages in 2013, with value share of 63%. Band-Aid maintains its position due to the great recognition that the brand has amongst consumers. Band-Aid brand awareness is so strong in the minds of Brazilians that many people, when they get scratches or cuts; ask for a "Band-Aid" (instead of saying adhesive bandage or plaster). Band-Aid also has a large product portfolio, with many sizes, shapes and packages, including versions especially for children, with cartoons and special colours, which help it to maintain the leading position within sticking plasters/adhesive bandages.
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During the forecast period, wound care is predicted to decline, with a value CAGR of -1% in constant 2013 prices, to register sales of R$160 million in 2018.
Discover the latest market trends and uncover sources of future market growth for the Wound Treatments industry in Brazil with research from Euromonitor's team of in-country analysts.
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The Wound Treatments in Brazil market research report includes:
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Product coverage: First Aid Kits, Gauze, Tape and Other Wound Care, Sticking Plasters/Adhesive Bandages.
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