Table of Contents
Executive Summary
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- Top takeaways
- A shrinking, value-driven market gets a COVID-19 opportunity
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- Figure 1: Total US sales and fan chart forecast of first aid products, at current prices, 2015-25
- Impact of COVID-19 on first aid
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- Figure 2: Short-, medium- and long-term impact of COVID-19 on first aid, November 2020
- Opportunities and Challenges
- Brands must help people take control of their health safety as society reemerges
- Target the chronic health audience to maintain sales momentum
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- Figure 3: Purchase of first aid products, by chronic health manager status, September 2020
- Connect with the untapped audience of young men
The Market – Key Takeaways
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- COVID leads to short-term sales spike
- Accessories make up over half of the market
- Chronic health managers, COVID-19 worriers drive sales
- Supply chains prove an advantage
Market Size and Forecast
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- COVID-19 bumps up a stagnant market
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- Figure 4: Total US sales and fan chart forecast of first aid products, at current prices, 2015-25
- Figure 5: Total US sales and forecast of first aid products, at current prices, 2015-25
- Impact of COVID-19 on first aid products
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- Figure 6: Short-, medium- and long-term impact of COVID-19 on first aid, November 2020
- Lockdown
- Reemergence
- Recovery
- COVID-19: US context
- Learnings from the last recession
Segment Performance
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- Accessories the largest and fastest-growing category
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- Figure 7: Sales of first aid products, by segment, 2018 and 2020
- COVID-19 boosts already respectable growth for accessories
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- Figure 8: Sales of first aid accessories, at current prices, 2015-20
- Treatments see even higher pandemic growth
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- Figure 9: Sales of first aid treatment, at current prices, 2015-20
- Slump continues for foot care devices
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- Figure 10: Sales of foot care devices, at current prices, 2015-20
- Supermarkets, drugstores gain during pandemic
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- Figure 11: Total retail sales of first aid products, by channel, 2019 and 2020
Market Factors
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- Chronic health managers are key audience
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- Figure 12: Purchase of first aid products, by chronic health manager status, September 2020
- Fear of COVID-19
- If you sell it, they will come
Market Opportunities
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- Embracing diversity
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- Figure 13: Tru-Colour Bandages
- Skin care crossover?
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- Figure 14: Hydrocolloid products, 2019-2020
Companies and Brands – Key Takeaways
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- Many players split market share
- COVID-19 demand spikes lift some brands
- From healing to stylin’
- Doing it naturally
Market Share
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- A highly fragmented market
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- Figure 15: Sales of first aid products, by company, 2019 and 2020
- Thermometers experience sales spike
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- Figure 16: Sales of first aid acccessories, by company, 2019 and 2020
- Germ killers take on new importance
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- Figure 17: Sales of first aid treatments, by company, 2019 and 2020
- At-home pedicures provide some lift to foot care
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- Figure 18: Sales of foot care devices, by company, 2019 and 2020
Competitive Strategies
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- Not just a treatment, but a lifestyle
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- Figure 19: Welly products, 2019-20
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- Figure 20: Design-focused Band-Aid products, 2019-20
- It’s only natural
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- Figure 21: First aid products featuring natural remedies, 2019-20
- Another opportunity for CBD?
The Consumer – Key Takeaways
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- Women, seniors the core consumers
- COVID-19 inspires some changes
- Durability, other functional benefits matter more than design
- More experienced shoppers just see what’s in-store
- Healthy sales for masks and gloves
Purchasing Behaviors
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- Women, older people more likely to buy
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- Figure 22: Purchase of first aid products, by gender and age, September 2020
- Lowest-income consumers noticeably less likely to purchase
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- Figure 23: Purchase of first aid products, by household income, September 2020
- Moms do the first aid buying
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- Figure 24: Purchase of first aid products, by gender and parental status, September 2020
- Medication, supplements most purchased during COVID
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- Figure 25: Purchasing behaviors since the beginning of the year, September 2020
Purchasing and Usage Changes
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- Young men re-engage with first aid
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- Figure 26: First aid product changes since the beginning of the year, by age and gender, September 2020
- Urban dwellers more likely to buy post-COVID-19
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- Figure 27: First aid product changes since the beginning of the year, by area of residence, September 2020
- Taking stock the primary step to soothe COVID-19 fears
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- Figure 28: First aid product changes since the beginning of the year, by level of concern about COVID-19 exposure risk, September 2020
Important Product Attributes
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- Functional attributes reign
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- Figure 29: Important product attributes, by gender and age, September 2020
- Chronic health managers value infection protection, shelf life, waterproof
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- Figure 30: Important product attributes, by health manager status, September 2020
- Durability, brand, fast-acting key for first aid overall
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- Figure 31: TURF Analysis – Important product attributes, September 2020
Resources of Influence
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- Young men heavily rely on recommendations
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- Figure 32: Resources used when researching first aid brands to purchase, by age and gender, September 2020
- Hispanics also value recommendations
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- Figure 33: Resources used when researching first aid brands to purchase, by race and Hispanic origin, September 2020
Interest in First Aid Innovations
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- First aid innovations can bring excitement to the category
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- Figure 34: Interest in first aid innovations, September 2020
- Younger people more interested in innovations
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- Figure 35: Interest in first aid innovations, by age and gender, September 2020
- Hispanic consumers most interested in new features
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- Figure 36: Interest in first aid innovations, by race and Hispanic origin, September 2020
Attitudes and Behavior toward PPE
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- COVID-19 worries drive sales of PPE
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- Figure 37: Purchases of PPE products, by key demographics, September 2020
- Consumers stock up on masks
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- Figure 38: Purchasing behaviors since the beginning of the year, September 2020
- Majority wear masks for protection – for now
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- Figure 39: Attitudes toward face masks, September 2020
- Young men least engaged
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- Figure 40: Attitudes toward face masks, by age and gender, September 2020
- Education a clear driver for mask adoption
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- Figure 41: Attitudes toward face masks, by education level, September 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 42: Total US sales and forecast of market, at inflation-adjusted prices, 2015-25
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Appendix – Segment Performance
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- Figure 43: Sales of first aid accessories, at inflation-adjusted prices, 2015-20
- Figure 44: Sales of first aid treatments, at inflation-adjusted prices, 2015-20
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- Figure 45: Sales of foot care devices, at inflation-adjusted prices, 2015-20
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Appendix – The Consumer
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- Figure 46: Table - TURF Analysis – Important product attributes, September 2020
- TURF Methodology
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