Growth versus current share in global wound management products

Sales of products in global markets for wound management are in a fairly dynamic state of flux, especially for the very large, well established market that it is.  Traditional wound management products — dressings and bandages that do little more than keep debris out of wounds — are being challenged aggressively by products playing a considerably more active role in accelerating wound healing and preventing the complications and costs inherent in chronic wounds.

The market for even commodity-like dressings products continues to grow, driven by increased prevalence of many wound types and supported by these products’ ease of use and low cost.  However, the markets for more advanced products are growing at substantially higher rates as a result of the ability of these products (or the perception) to provide faster, less costly or otherwise better wound healing.  The net effect is that all segments of wound management product sales are growing (see Exhibit 1), although a variable rates, resulting in considerable shifts in each segment’s share of the total wound market (see Exhibit 2).

Exhibit 1


Source: MedMarket Diligence, LLC; Report #S249.

Exhibit 2


Source: MedMarket Diligence, LLC; Report #S249.

Consequently, the rapid growth in sales of advanced products is shifting the balance of sales away from traditional products.

As rapid as the growth of advanced wound product sales is, there is still a long competitive battle to wrest control of a large share of wound management from traditional bandages and dressings (see Exhibit 3).

Exhibit 3

3013 03 27 wound pie

Source: MedMarket Diligence, LLC; Report #S249.

Leave a Reply