Boston, MA -- (SBWIRE) -- 10/13/2014 -- In 2013, wound care suffered from consumers trying to save money by not stockpiling products and looking for discounted or lower priced products. Italians generally looked for more competitive prices in all categories, including wound care, and therefore avoided buying such products in chemists/pharmacies which often charge higher prices. The majority of grocery retailers, including Coop and Esselunga, offered their own private label wound care products. These gained further ground in 2013, hence driving down unit prices and limiting value sales growth.

Competitive Landscape

Wound care in 2013 continued to be led by private label, which held an overall value share of 27%, with Coop and Esselunga being the most significant players. The top ranked brand was Amuchina from Aziende Chimiche Riunite Angelini Francesco (Angelini), which held a share of 20%. The Amuchina line includes a wide range of products such as bandages, plasters, tape, hand disinfectants and other disinfectants for children. Master Aid from Pietrasanta Pharma ranked second with a 17% share.

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Industry Prospects

Wound care is expected to witness further polarisation. On the one hand, the category will continue to be impacted by more consumers looking for lower priced products such as private label lines. The recovery of the economy is expected to be very slow in Italy and so Italians are expected to remain cautious with their spending over the next five years. This trend will curb the value growth of wound care. However, on the other hand, some consumers will appreciate more innovative solutions, such as liquid and water-proof plasters, leading the category towards high-end products at the expense of mid-quality products that do not offer low prices or premium properties.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Wound Treatments industry in Italy with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Wound Treatments industry in Italy, our research will save you time and money while empowering you to make informed, profitable decisions.

The Wound Treatments in Italy market research report includes:

- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

- What is the market size of Wound Treatments in Italy?
- What are the major brands in Italy?
- What novel technologies are being used in sticking plasters/adhesive bandages?

Reasons to Get 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

Product coverage: First Aid Kits, Gauze, Tape and Other Wound Care, Sticking Plasters/Adhesive Bandages.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

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