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Wound Care in the US

US wound care market: $820 million industry in 2012

Johnson & Johnson is the overwhelmingly dominant force in the US wound care market. Although the companys total share slipped against private label, it still contributed to the majority of category sales for every year of the review period. The high brand recognition for Band-Aid - the name of which US consumers use almost exclusively to refer to plasters - is the main factor in Johnson & Johnsons leadership position. Band-Aid is the top brand in the category, commanding 38% value share of all wound care sales and 64% share of sticking plasters/adhesive bandages.

Sticking plasters/adhesive bandages was the only wound care product category to post positive growth in 2012. Plasters more readily fulfil consumer demand for convenience and on-the-go options, giving an advantage over gauze, tape and other wound care, while also presenting a more cost effective and streamlined alternative to first aid kits. Moreover, the leading branded players in plasters actually grew in share versus private label, further supporting value growth.

Predicted growth for wound care is predicted to be essentially flat. Private label will continue to constrain value growth in sticking plasters/adhesive bandages and first aid kits, while gauze, tape, and other wound care is anticipated to experience a -2% constant value CAGR due to lower convenience and limited innovation.

Key Headlines

- Current value sales of wound care grow 2% to reach US$819 million in 2012
- Private label gains and weak demand restrict growth
- Stronger branded performance drives 4% growth in sticking plasters/adhesive bandages
- Johnson & Johnson Consumer Products retains its majority share of 51% in 2012
- Lack of major demographic drivers and strong performance of private label will lead to flat constant value growth

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Wound Care in the US

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