New Study: Wound Care in Georgia

With increasing competition, wound care companies tried to attract consumers with attractive designs. Various colourful plasters are becoming increasingly popular. In addition, more specialised products were introduced for various segments; for example, targeting sportsmen. This is the main tool of competition in wound care.

Competitive Landscape

Betasan AS retained its leadership of wound care with 33% value share in 2015, with its brands Santavik and Betasan. The company offers affordable prices and relative pack sizes from 10-100 units and expansive distribution across the country. The company also offers products such as capsicum and zinc oxide to assist in healing and relieving pain. Betasan was followed by multinational Johnson & Johnson holding 11% value share with its brand Johnson's (Red Cross), which benefits from its global brand reputation.

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Industry Prospects

Wound care is expected to record a favourable performance over the forecast period, as Georgia gradually recovers from the economic crisis and living conditions improve. As consumers’ disposable income levels increase, consumers are likely to trade up to specific products. In addition, wound care for specific body parts, for example hands or feet, is likely to gain share, as will products designed for specific consumer groups such as sports enthusiasts. Products with additional functional ingredients, such as capsicum and zinc oxide sticking plasters/adhesive bandages are expected to gain share. Leading players in wound care are predicted to respond to this trend by launching new packaging designs. Meanwhile, spray-on sticking plasters/adhesive bandages are likely to become significant during the forecast period.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Wound Treatments industry in Georgia 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 Georgia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Wound Treatments in Georgia 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

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