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Skin Integrity Products (SIP): Effective Distribution Networks Are Key to Penetrating Western European Market, Says Frost & Sullivan
Date:11/21/2012

LONDON, Nov. 21, 2012 /PRNewswire/ -- Skin integrity products (SIP) offer undeniable advantages to hospitals, healthcare workers (HCW) and populations at high risk for skin breakdown. Advantages include cost and time saving, improved operational efficiency and enhanced quality of life for affected individuals.

New analysis from Frost & Sullivan (http://www.healthcare.frost.com), Skin Integrity Products Market in Western Europe, finds that the market earned revenues of $428.8 million in 2011 and estimates this to reach $605.1 million in 2018. The research covers cleansers, moisturizers and moisture barriers, adhesive removers and odour control segments.

A rapidly ageing population pool is expanding the applicable customer base for SIP. The increasing incidence of bowel cancer as well as of pressure ulcers and dermatitis is also driving the uptake of SIP products.

"Currently, the majority of product sales in the SIP market is direct – online and mail order sales," notes Frost & Sullivan Industry Analyst Beulah Devadason. "Though skin integrity products are used in hospitals, a large portion of the customer base is made up of community care settings and home users."

In order to effectively penetrate the western European SIP market, companies need to have an extensive and dependable logistics solution in terms of direct distribution or third party distribution. Manufacturers have to invest in direct distribution to keep costs down and meet the business requirements of the installed customer base in the best possible way. This has posed a significant entry barrier for non-European manufacturers.

"The logistics of direct sales and established distribution networks are the key competitive factors for manufacturers in this market," explains Devadason. "They have responded to this challenge through the adoption of several strategies, including the strengthening a
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SOURCE Frost & Sullivan
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