(MENAFNEditorial)
Many consumers faced challenging economic conditions at the end of the review period due to high unemployment and widening income disparity. Consequently consumers became more likely to purchase wound care only as required for replacements or distress purchases. Slow sales growth was also linked to the maturity of wound care and a lack of investment in new product development or marketing for these products. Due to these trends wound care saw sales stagnate in the last years of the review period with just half a percentage point volume growth in 2012 and 2013. Current value growth of less than 4% in 2013 over the previous year was also slightly lower in comparison to the review period CAGR.
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Competitive Landscape
Medica was the clear leader in wound care throughout the review period and accounted for 45% value share in 2013. The company benefits from offering a number of well-known brands with a strong reputation for quality. The company for example offers Bandage Medika 5/10 which led gauze tape and "other" wound care with 23% value share in the year. The company's Cytoplast and Sanplast brands together accounted for 44% value share in sticking plasters/adhesive bandages in 2013 and benefit from offering a wide range including value-added products. Sanplast for example offers affordable rolls of sticking plasters but also waterproof plasters and plasters for sensitive skin. Cytoplast meanwhile offers individual plasters in packs including waterproof products products featuring bright cartoons for children and products designed to treat burns.
Industry Prospects
Wound care is a largely mature product area. Sales are expected to benefit from rising disposable income levels and economic growth in Bulgaria during the forecast period but are thus unlikely to see strong growth. Overall sales are expected to see 2% value CAGR at constant 2013 prices in the forecast period up from 1% CAGR in the review period.
Report Overview
Discover the latest market trends and uncover sources of future market growth for the Wound Treatments industry in Bulgaria 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 Bulgaria our research will save you time and money while empowering you to make informed profitable decisions.
The Wound Treatments in Bulgaria 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 Bulgaria?
* What are the major brands in Bulgaria?
* 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
Report Table of Contents:
WOUND CARE IN BULGARIA
Euromonitor International
October 2014
LIST OF CONTENTS AND TABLES
Headlines
Trends
Competitive Landscape
Prospects
Category Data
Table 1 Sales of Wound Care by Category: Value 2008-2013
Table 2 Sales of Wound Care by Category: % Value Growth 2008-2013
Table 3 NBO Company Shares of Wound Care: % Value 2009-2013
Table 4 LBN Brand Shares of Wound Care: % Value 2010-2013
Table 5 Forecast Sales of Wound Care by Category: Value 2013-2018
Table 6 Forecast Sales of Wound Care by Category: % Value Growth 2013-2018
Executive Summary
Review Period Growth Hindered by Economic Concerns
Self-medication and Health and Wellness Trends Support Growth
Fragmentation Increases As Product Range Widens and Consumers Trade Down
Chemists/pharmacies Continue To Dominate
Stronger Growth Expected for Forecast Period But Sales Could Be Hit by Instability
Key Trends and Developments
Economy
Population Decline and Emigration Hinder Sales
Bulgarians Getting Fatter But Most Remain Unconcerned
Widening Internet Access Encourages Online Research and Purchases
Market Indicators
Table 7 Consumer Expenditure on Health Goods and Medical Services: Value 2008-2013
Table 8 Life Expectancy at Birth 2008-2013
Market Data
Table 9 Sales of Consumer Health by Category: Value 2008-2013
Table 10 Sales of Consumer Health by Category: % Value Growth 2008-2013
Table 11 NBO Company Shares of Consumer Health: % Value 2009-2013
Table 12 LBN Brand Shares of Consumer Health: % Value 2010-2013
Table 13 Distribution of Consumer Health by Format: % Value 2008-2013
Table 14 Distribution of Consumer Health by Format and Category: % Value 2013
Table 15 Forecast Sales of Consumer Health by Category: Value 2013-2018
Table 16 Forecast Sales of Consumer Health by Category: % Value Growth 2013-2018
Appendix
OTC Registration and Classification
Vitamins and Dietary Supplements Registration and Classification
Self-medication/self-care and Preventative Medicine
Switches
Definitions
Sources
Summary 1 Research Sources
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