Boston, MA -- (ReleaseWire) -- 07/03/2014 -- In 2012 wound care registered its worst performance over the review period. Key factors in this decline notably encompassed the new (feeling of) declining purchasing power, with the comeback of recession in 2012, the subsequent switch by consumers towards value for money products and channels, and the bad weather in the spring and the summer. More rainy days generally resulted in a lower number of trips and outdoor activities, and thus slightly fewer injuries, blisters and cuts.
Beiersdorf was the absolute leader in wound care in 2012, with a 38% value share. A well-established presence in both of the main distribution channels, with Hansaplast dominant in grocery retailers and Hansaplast Med in chemists/pharmacies, enabled Beiersdorf to continue to lead the pack. Already a leader in basic plasters, Beiersdorf focused on sticking plasters for feet and blisters in order to increase its share against Compeed from W Pabisch, the leader in this segment, and other brands such as Diable Vert, Scholl and Dermaplast.
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The outlook remains unfavourable for wound care in Belgium in the coming five years. First, the most profitable top-end of the wound care category is likely to see a slowdown in the context of economic recession in the short term. Then, the further penetration of private label products in the grocery channel is expected to erode added-value, unit prices, and thus growth in the category over the forecast period. The recent recovery of the core business of the category, namely basic plasters, was promising in the first half of 2012, but such products also declined at the end of the year.
Discover the latest market trends and uncover sources of future market growth for the Wound Treatments industry in Belgium with research from Euromonitor's team of in-country analysts.
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The Wound Treatments in Belgium market research report includes:
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