Advanced Wound Care Dressings to Be the Growth Engine of European Wound Care Market.

Business Editors/Health/Medical Writers

LONDON--(BUSINESS WIRE)--Feb. 10, 2004

The $1.1 billion European wound care market is slated to grow at a robust annual average of 10-12 percent over the 2003 to 2009 period according to latest analysis by Frost & Sullivan. Similar to the United States, the momentum is expected to increasingly swing from traditional dressings to advanced wound care dressings.

Currently, Europe is the acknowledged global leader in terms of penetration of advanced wound management practices with the presence of companies specializing in advanced wound dressings, adding impetus to market development. Growth in the advanced dressings market is projected to outstrip that of the traditional market, powering overall revenues to an estimated $2 billion by 2009.

"An ageing population, advancement in technology, emphasis on efficient healing methods and increasing patient awareness are keen drivers for the advanced wound care market," notes Frost & Sullivan (http://www.medicaldevices.frost.com) Research Analyst, Minakshi Krishnan.

An increasingly graying population segment in Europe is likely to underpin the rising incidence of chronic wounds. This, in turn, is expected to fuel demand for advanced wound care products.

Moist, active and antimicrobial advanced wound dressings are all poised to make strong gains. Moist wound dressings are expected to hold appeal as they provide a moist wound-healing environment, which is more conducive to healing than the traditional dry environment. Increased awareness about infections is likely to support the rising popularity of antimicrobial dressings.

Active wound dressings comprising highly evolved tissue engineered products (biomaterial dressings and skin substitutes) are set to experience heightened uptake based on the growing number of plastic surgeries. Here, improved patient treatments in the form of accelerated wound healing, enhanced management of post-burns scarring and generally better cosmetic outcomes represent the way in which new, advanced technologies are expected to revolutionize the wound care arena.

New hybrid products are also set to underpin the expansion of the advanced wound dressings market. The introduction of novel, hybrid products that integrate materials such as collagen and silver to bolster the moist healing environment are reflective of the growing focus on hybrid product development.

To a large extent, a complex regulatory approval process is also compelling manufacturers to focus on hybrid product development rather than on primary research. Hybrid products are easier to launch, as the technology is not completely new and achieving marketing approval tends to be simpler. Therefore, most new products are expected to either combine existing technologies or be improved versions of currently available products.

Cautioning market participants, Ms. Krishnan avers, "This strategy leads to low product differentiation, increased competitive pricing and ultimately, a lowering of total market revenue. Stronger emphasis on R&D and particular attention to primary research can help companies gain market share."

Another issue identified as a key market driver is reimbursement. In countries with strong reimbursement structures, the market for both traditional and advanced wound dressings has been better developed. Total market expansion has similarly been restrained in European countries with adverse reimbursement policies. Companies incapable of ensuring that their products are covered by reimbursement schemes are likely to find themselves increasingly marginalized.

Leading participants in the wound care market such as Smith & Nephew (headquartered in the United Kingdom) and BSN Medical (with a main office in Germany) are Europe-based and have played a key role in promoting market expansion.

While Smith & Nephew, ConvaTec, Johnson & Johnson, Coloplast and Molnlycke Health Care have dominated the advanced dressings segment, Johnson & Johnson, BSN Medical, Kendall and Lohmann & Rauscher account for significant revenues in the conventional wound dressings segment.

The number of participants in the traditional wound care market is expected to stabilize. Attracted by its considerable growth potential, the advanced wound care market is likely, however, to see an influx of new competitors. Entrants in this segment are projected to include both European companies as well as multinationals with a global presence.

For both established and new competitors in the traditional and advanced wound care market, success will be determined by a clutch of factors. These include demonstrating how their products can contribute to reduced healthcare costs, ensuring competitive pricing, focussing on product differentiation and emphasizing technology advancements. Educating care providers on the benefits of new products will also be critical to overcoming the traditional reticence of healthcare professionals to new technologies.

If you are interested in an analysis overview providing summary, challenges and latest coverage of the Strategic Analysis of the Global Wound Care Market -- send an email to Katja Feick -- Public Relations Manager at [e-mail] with the following information: Full name, Company Name, Title, Contact Tel Number, Email. Upon receipt of the above information, an overview will be emailed to you.

Global Wound Care Markets

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List of key industry participants: 3M Healthcare, AcryMed, BSN Medical, Coloplast, ConvaTec, Johnson & Johnson, KCI; Molnlycke, Paul Hartmann, Smith & Nephew, Tyco Healthcare (Kendall), Lohnmann & Rauscher.