The U.S. market for wound management products, like many markets, towers over all other country markets, but outside the U.S., the largest markets for wound management technologies are Germany and Japan, and these two markets are remarkably similar in size and growth, if not in cultural or economic drivers.
It is estimated that more than 1 million people in Japan are treated for wounds every day. There are roughly 5,500 new cases of diabetes every year. There are now roughly 8.2 million Japanese suffering from diabetes with a total 18.7 million people including pre-diabetic subjects, according to The Japan Diabetes Society.
The potential market opportunity offered by the caseload of decubitus ulcers may be gauged from the fact that the total of infirm elderly is expected to be 3.5 million in 2010. Among elderly individuals who are bedridden, 75% have been in this situation for more than one year and 53% for more than three years.
Patients in Germany have free access to physicians and this means that patient preference influences prescribing, so “patient-friendly” products have an advantage. There is a tendency to favor the longer-established products in the AWM category in order to control costs; thus hydrocolloids are growing at around 5% per annum while films and hydrogels are growing only slowly, while alginate and foam products have seen vigorous sales growth.
Wound healing agents have the biggest share of the German non-prescription medical market. The aggregate German advanced wound care market is estimated to grow at over 12% per year from a value of $592.1 million in 2008.
Below are the major non-U.S. markets for wound management, mapped by size and growth (CAGR 2008-2017).
Source: MedMarket Diligence, LLC; Report #S247, "Worldwide Wound Management Market, 2008-2017."