Table of Contents
Issues in the Market
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- Definitions
- PAGB Classification:
Insights and Opportunities
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- Consumer ignorance could favour brand extensions
- Pimp my kit
- Safety conscious young mums
- Greater segmentation by usage occasion
- New technologies opens up new opportunities
- Ownership of cars runs way ahead of first aid kits for cars
Market in Brief
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- Sales growth only modest
- Basics dominate…
- …but scratching beneath the surface
- High market penetration so need to boost replacement sales
- Encouraging a repertoire
- Added value products will provide fillip to market
Fast Forward Trends
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- Trend 1: “Living to Shop?”
- Definition
- What it is – general observations
- Market touch-points/implications
- Trend 2: “Man’s Little Helper”
- Definition
- What it is – general observations
- Market touchpoints/implications
- Trend 3: Chips With Everything
- Definition
- What is it – general observations
- Market Touchpoints
Internal Market Environment
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- Emergency measures
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- Figure 1: Types of injury sustained in home and leisure accidents requiring emergency treatment, 2002*
- Fractured market
- Getting into the swim of things
- Football remains the national passion…
- …but cycling is increasingly popular
- Polarisation of interest in exercise?
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- Figure 3: Frequency of taking part in selected fitness activities in the last month, 2004 and 2006
- The English obsession with their homes
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- Figure 4: Participation in DIY and gardening, 2002-06
- More leisure activities with holidays on the rise
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- Figure 5: Domestic and overseas holiday volume, 2001-06
- Increasingly adventurous travellers
Broader Market Environment
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- The MRSA factor…
- …driving new product innovation
- Older population infecting growth
- Ageing population more prone to accident…
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- Figure 6: UK population trends, 2001-06
- …and is set to increase demand
- The population movement upmarket…
- …is helping to nurse growth
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- Figure 7: Forecast adult population trends, by socio-economic group, 2001-11
Competitive Context
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- Self-treatment the key trend
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- Figure 8: UK retail sales of minor ailment remedies, 2001-06
Strengths and Weaknesses in the Market
Who’s Innovating?
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- A sterile environment
- Global innovations
- New Product Briefs
Market Size and Forecast
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- Accident-prone Brits boost growth
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- Figure 9: UK retail sales of first aid products, 2001-06
- Convenience key to success
- Need for a ‘stable’ of first aid products
- Future growth ensured by risk taking consumers
- Market in good growth
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- Figure 10: Market size and forecast of first aid products, at current and 2006 prices, 2001-11
- Convenience to the fore
- Superbug raising consumer concerns
- Differentiating for needs for young and old?
Segment Performance
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- A fractured market
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- Figure 11: UK retail sales of first aid products, by sector, 2002-06
- Wound treatment dominates
- Universal usage of plasters and dressings
- Innovation to enhance convenience is key to growth
- Technical improvements also appeal
- Antiseptic cream, sprays/wipes offer convenience and portability
- Antiseptic liquids drying up?
- First aid kits mainly a family concern
- Bandages contract as plasters/dressings grow
- No sting in the tail
- No need for burned fingers
Market Share
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- Own-label growth may pose threat to big brands
- Plasters and dressings
- Brand shares
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- Figure 12: Plasters and dressings brand shares, 2002-06
- Elastoplast sticks it to the opposition
- Antiseptic cream, sprays and wipes
- Brand shares
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- Figure 13: Brand shares in antiseptic creams, sprays and wipes, 2002-06
- Savlon and Germolene clean up
- Antiseptic liquids
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- Figure 14: Antiseptic liquids brand shares, 2002-06
- Dettol and TCP on the knees still favourites
- First aid kits
- No major first aid kit brands
- Bandages
- Elastoplast the familiar brand
- Bite and sting relief
- Germolene and Jungle Formula take sting out of opposition
- Burn treatments
- No hot favourites in burn treatments
- Hand Sanitisers
- Vicks try to clean up?
Companies and Products
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- Supply structure concentrates further
- Plasters and dressings
- Beiersdorf
- Robinson
- 3M
- Novartis
- Chefaro (TCP)
- Pfizer/Johnson & Johnson
- Own-label and other brands
- Antiseptic cream, sprays and wipes
- Novartis
- Bayer (including Roche Consumer Health)
- Other brands
- Antiseptic liquids
- Reckitt Benckiser
- Chefaro (TCP)
- Own-label and other brands
- First aid kits
- Robinson
- Wallace Cameron
- Own-label and other brands
- Bandages
- Beiersdorf
- 3M
- Own-label and other brands
- Bite and sting relief
- Bayer
- Chefaro
- Novartis
- Own-label and other brands
- Burn treatments
- AAH Pharmaceuticals
- Wallace Cameron
- Own-label and other brands
- Hand Sanitisers
- Procter & Gamble (Vicks)
- Reckitt Benckiser
- Other brands
Brand Communication and Promotion
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- Growth in total advertising spend
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- Figure 15: Main monitotred media spend, 2002-06
- Antiseptics lead the way
- Below the line also important
- Brand awareness required
- Seasonal spend
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- Figure 16: Main monitored media spend by quarter, 2005
- School holidays scrapes
- Dettol on the knees at any time
- First aid – by media channel
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- Figure 17: Main monitored media spend, by channel, 2005
- Television is key
- Brand advertisers
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- Figure 18: Main monitored media spend, first aid, by brand, 2002-06
- The big four dominate adspend
Channels to Market
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- Grocery multiples increase dominance
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- Figure 19: Retail distribution of first aid products, by type of outlet, 2002-06
- Grocery multiples dominate for basics
- Boots still the place for full range of products
- Other chemists fare less well
The Consumer – Who, Why and What?
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- First aid product ownership
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- Figure 20: Types of first aid medication owned, July 2006
- Universal ownership of first aid
- A literal battle of the sexes
- The three peaks of age ownership
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- Figure 21: ownership of any single item of first aid*, by age and gender, July 2006
- Steady as she goes
- And the little people
- Falling down drunk?
- No bias to injuries, yet ABs own the most
- Age of children affects products owned
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- Figure 22: Propensity to own of any complete first aid kit, by Mintel’s Special Groups and age of children in households, July 2006
- Retired less likely to own kits
- First aid kits a family thing
- Product usage
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- Figure 23: First aid medication owned, July 2006
- Plasters with extras appeal to working adults
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- Figure 24: Basic plaster/band aid and plaster with extra chemicals/liquids for healing, July 2006
- Younger users favour latest products
- Antiseptic creams/sprays increasingly preferred to liquids
- Bandages prevalent in mature households
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- Figure 25: Ownership of bandages, by age, July 2006
- Burn treatments less popular
- First aid kits
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- Figure 26: ownership of first aid kits, by gender, July 2006
- Triggering opportunities for car kits
- Celebrity endorsements
- Triggering opportunities for the garden kits
- Developing first aid kits for the home
The Consumer – Attitudes to First Aid
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- Figure 27: Attitudes towards first aid, July 2006
- Overview of attitudes
- Dib Dib Dib
- Known unknowns vs. unknown unknowns
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- Figure 28: Attitudes to first aid by Mintel’s Special Groups, July 2006
- Older consumers know the danger
- Parents have to cover all the bases
- The old “faithfuls”
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- Figure 29: agreement with statement ‘I tend to use one or two old faithfuls for most types of situation’, by age, July 2006
- Impulse buying also key
- Men are the colder target
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- Figure 30: Attitudes to first aid, by gender, July 2006
- Too much reliance on others?
- Target the first aid experts
- Re-training the trainers
- Younger people need advice
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- Figure 31: Agreement with statement, ‘I'm not really prepared but would muddle through’, by age, July 2006
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The Consumer – Further Analysis
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- The bare necessities
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- Figure 32: Repertoire of first aid medication owned, July 2006
- Families likely to own more products
- Encouraging a wider repertoire outside of the basics
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- Figure 33: Repertoire by different types of products owned, July 2006
- Plasters dominate
- Pimp my kit
Appendix
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- Issues in the market
- Consumer research
- ACORN
- Advertising data
- Abbreviations
- Market size and forecast
- Factors incorporated in the forecast
- Main monitored media spend
- First aid media spend – Appendix
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- Figure 34: Main monitored media spend, first aid, 2003-06
- Germicides and Antiseptics
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- Figure 35: Main monitored spend, germicides and antiseptics, 2002-05
- Adhesive Dressings
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- Figure 36: Main monitored media spend, adhesive dressings, 2002-05
- The Consumer – Who, Why, What?
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- Figure 37: Types of first aid medication owned, by detailed demographics, July 2006
- Single Items
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- Figure 38: First aid medication owned, July 2006
- Figure 39: first aid medication owned, July 2006
- Consumer 2 – Attitudes towards first aid
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- Figure 40: Attitudes towards first aid, July 2006
- Figure 41: Attitudes towards first aid, by detailed demographics, July 2006
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- Figure 42: Attitudes towards first aid, by detailed demographics, July 2006
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