Boston, MA -- (SBWIRE) -- 06/11/2014 -- Consumer demand for wound care in Portugal continued to decline in 2013 as current value sales fell by 1% and the category?s total retail value sales remained on ?7 million. Wound care is a relatively mature category in Portugal and there is only limited new product development to drive value growth. The rise of private label in the category towards the end of the review period was another factor limiting value growth during 2013. Many Portuguese consumers regard OTC wound care products as commodities and this attitude is one of the main reasons for the rising popularity of private label in wound care. Wound care products are relatively cheap to manufacture and it is therefore easy for Portuguese retailers to introduce private label wound care products into their OTC ranges.
Beiersdorf Portuguesa Lda continued to lead wound care in Portugal during 2013 with a value share of 20%, followed by Crefar Representacoes Lda with an 8% value share and 3M Inc with a 6% value share. Beiersdorf Portuguesa Lda is the manufacturer of the popular Hansaplast brand, which offers various wound care product lines ranging from sticking plasters to wound care in spray format, all of which have developed high brand awareness and significant brand loyalty amongst Portuguese consumers. However, due to the difficult economic times towards the end of the review period, the majority of Portuguese consumers tended to turn to cheaper products such as private label wound care. Within this context, Beiersdorf Portuguesa Lda, Crefar and 3M each lost two percentage points from their respective value shares in wound care in 2013.
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Saturation is set to be one of the major issues faced by the manufacturers of wound care products in Portugal during the forecast period. Moreover, private label is set to attract a higher number of consumers in wound care, stealing value share from the leading brands and undermining value growth potential. As a consequence, wound care is expected to increase in constant value by just 1% over the forecast period.
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The Wound Treatments in Portugal market research report includes:
- Analysis of key supply-side and demand trends
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