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.
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.
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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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.
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 DefinitionsThis report originates from Passport, our Wound Care research and analysis database.
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