Boston, MA -- (SBWIRE) -- 06/18/2014 -- Private label and generic products continued to make good progress in wound care in Ireland during 2013 as the value for money which these types of products offer remained impressive and the availability of these products continued to widen. The category has also benefitted in recent years from the general shift in purchasing patterns away from higher cost products towards low-cost alternatives. Fleming Medical Ltd's generic brand Medicare, in particular, continued to make gains in wound care in 2013, accounting for 17% of total retail value sales in the category during 2013 and ranking second behind the leading player Beiersdorf Ireland Ltd with its Elastoplast brand. Medicare has seen consistent growth in recent years as more chemists/pharmacies outlets respond to consumer demand for less expensive wound care products, with a broad range of wound care products now available in an increasing number of retail outlets across the country.
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Beiersdorf Ireland Ltd remained the leading player in wound care in 2013 with a 35% value share. The company was able to sustain its leading position as a result of the widespread penetration and availability of its Elastoplast brand throughout all relevant retail channels, combined with the diverse and reliable range of products it offers. The Elastoplast brand is well respected and highly trusted among Irish consumers, which also helps to ensure the brand's ongoing success and popularity.
Wound care in Ireland is expected to increase in value at a CAGR of 3% in constant 2013 terms over the forecast period, with growth driven largely by the strong performance expected in sticking plasters/adhesive bandages, where a CAGR of 4% is expected over the forecast period. This is set to be partially the result of the growing popularity of spray variants, which generally command higher unit prices, as well as a return to more normal purchasing patterns among consumers, which is likely to see renewed interest in branded products with which consumers have already made strong associations.
Discover the latest market trends and uncover sources of future market growth for the Wound Treatments industry in Ireland with research from Euromonitor's team of in-country analysts.
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The Wound Treatments in Ireland market research report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
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