Table of Contents
Scope and Themes
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- What you need to know
- Definition
- First aid accessories
- First aid treatments
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market size
- Large companies dominate, but smaller competitors able to carve out a niche for themselves
- Increasing consumers’ need for the products is a key issue
- Tape/bandages top market and continue growth, while other products falter
- Accessories
- Treatment
- Drug stores remain top of mind
- Baby Boomer surge presents opportunities
- Leading companies
- Cost is an issue; many items viewed as commodities
- Most consumers have used some form of first aid treatment
- Preparation and Need
- Product trial and interest
Insights and Opportunities
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- Reach out to athletes – a market not fully recognized
- Increase consumer awareness of available products
- Presenting home health care as a better alternative to expensive health care costs
- ...and educating the consumer
- Continuing to make first aid fun?
- Or even beneficial in other ways?
Fast Forward Trends
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- Trend: Alpha Moms
- What’s it all about?
- First aid follow-through
- You can teach an old dog new tricks
- Making it work for first aid
- Trend: Trading Up, Trading Down, Trading Over
- What’s it all about?
- The world of private labels
- What’s a brand to do?
Market Size and Forecast
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- Key points
- Increasing the perception of necessity
- The private label factor
- While big companies reign supreme, smaller ones carve out niches
- Sales and forecast of first aid accessories and treatment
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- Figure 1: U.S. FDMx sales of first aid accessories and treatment, at current prices, 2002-12
- Figure 2: U.S. FDMx sales of first aid accessories and treatment, at inflation adjusted prices, 2002-12
- Wal-Mart sales
Competitive Context
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- Line extensions are preferred by larger competitors
- Competition from doctors, massage therapists, holistic therapy or treatment
- A difficult market in terms of increasing consumers’ need for the products
- New players livening up segments are key drivers for growth
- Cost is an issue; many items viewed as commodities
Segment Performance
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- Key points
- Targeting specific niches
- Sales of first aid accessories and treatment, segmented by type
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- Figure 3: U.S. FDMx sales of first aid accessories and treatment, segmented by type, 2005 and 2007
Segment Performance – First Aid Accessories
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- Key points
- Bandage section leads growth
- Fatigued muscles and weekend warrior injuries
- Thermometers a one-time deal
- A first aid kit for every occasion
- Sales and forecast of first aid accessories
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- Figure 4: U.S. FDMx sales and forecast of first aid accessories*, at current prices, 2002-12
Segment Performance – First Aid Treatment
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- Key points
- First aid ointments/antiseptics lead the way
- Other categories carve out a particular niche for themselves
- Sales and forecast of first aid treatments
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- Figure 5: U.S. FDMx sales and forecast of first aid treatments*, at current prices, 2002-12
Retail Channels – Drug Stores
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- Key points
- Drug stores remain the traditional choice for consumers
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- Figure 6: U.S. FDMx sales of first aid accessories and treatments at drug stores, 2002-07
Market Drivers
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- Total population drives the market, but Baby Boomer surge presents opportunities
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- Figure 7: U.S. population and projections, by age, 2002-12
- Older mothers on the rise
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- Figure 8: United States birth rates, by age of mother, 1990-2005
- Participation in sports
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- Figure 9: Top 15 most popular U.S. sports among those aged 7+, by participation, 2000-06
Leading Companies
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- Key points
- Specialization and price are key in this market
- Sales at leading companies
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- Figure 10: FDMx sales of first aid accessories and treatments by leading first aid companies, 2006 and 2007
Brand Share – First Aid Accessories
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- Key points
- Johnson & Johnson retains its dominance in the bandages category
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- Figure 11: FDMx brand sales of bandages/tape/gauze in the U.S., 2006 and 2007
- Movement in the heat/ice wraps category
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- Figure 12: FDMx brand sales of heat/ice wraps in the U.S., 2006 and 2007
- Private label the story in the muscle support aisle
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- Figure 13: FDMx brand sales of muscle/body support in the U.S., 2006 and 2007
Brand Share – First Aid Treatments
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- Key points
- Well-known brands reign in the anti-itch category
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- Figure 14: FDMx brand sales of anti-itch treatment in the U.S., 2006 and 2007
- Neosporin the winner in first aid ointment
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- Figure 15: FDMx brand sales of first aid ointment in the U.S., 2006 and 2007
Brand Qualities
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- Band-Aid
- BENGAY
- WRAPZ
Innovation and Innovators
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- Focus on products for kids
- Specialized First Aid kits
- Products for athletes
- For women
Advertising and Promotion
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- Overview
- Bandages and antiseptics
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- Figure 16: Band-Aid television ad, 2007
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- Figure 17: Neosporin television ad, 2007
- Anti-itch products
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- Figure 18: Scalpicin television ad, 2007
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- Figure 19: Lanacane television ad, 2007
- Figure 20: Gold Bond television ad, 2007
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- Figure 21: Ivyblock television ad, 2007
First Aid Product Usage
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- Key points
- Product usage
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- Figure 22: First aid product usage, by gender, January-November 2007
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- Figure 23: First aid product usage, by age, January-November 2007
Bandage and Antibiotics Brand Usage
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- Key points
- Iconic Band-Aid brand tops usage across all demographics
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- Figure 24: Bandage/antibiotic brand usage, by gender, January-November 2007
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- Figure 25: Bandage/antibiotic brand usage, by age, January-November 2007
Pain Relieving Rubs/Liquids/Wraps
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- Key points
- Ointment most popular form of pain relieving products
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- Figure 26: Pain relieving rubs/liquids/wraps form used most often, by gender, January-November 2007
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- Figure 27: Pain relieving rubs/liquids/wraps form used most often, by age, January-November 2007
- Pain relieving brand usage more evenly distributed than bandage/antibiotic brand usage
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- Figure 28: Pain relieving rubs/liquids/wraps brand usage, by gender, January-November 2007
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- Figure 29: Pain relieving rubs/liquids/wraps brand usage, by age, January-November 2007
- Reasons for using pain relieving rubs/liquids/wraps
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- Figure 30: Reasons for using pain relieving rubs/liquids/wraps, by gender, January-November 2007
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- Figure 31: Reasons for using pain relieving rubs/liquids/wraps, by age, January-November 2007
Preparation and Need
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- Key points
- Products in the house
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- Figure 32: Products currently in the house, by gender, April-May 2008
- First aid preparedness
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- Figure 33: First aid preparedness, by gender, April-May 2008
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- Figure 34: First aid preparedness, by age, April-May 2008
- First aid kits
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- Figure 35: Ownership of first aid kit, by age, April-May 2008
First Aid Attitudes and Behaviors
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- Key points
- General interest in first aid products
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- Figure 36: Interest in first aid products, by gender, April-May 2008
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- Figure 37: Interest in first aid products, by age, April-May 2008
- Availability and concerns about usage
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- Figure 38: First aid product attitudes/behaviors, by gender, April-May 2008
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- Figure 39: First aid product attitudes/behaviors, by age, April-May 2008
- Importance of features/attributes
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- Figure 40: Importance of bandage attributes, by gender, April-May 2008
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- Figure 41: Importance of bandage attributes, by age, April-May 2008
Product Trial and Interest
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- Key points
- Products used
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- Figure 42: Product trial summary, April-May 2008
- Figure 43: First aid products used and would try again, by age, April-May 2008
Children’s First Aid Usage
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- Key points
- Bandage usage among children
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- Figure 44: Adhesive bandage usage and brands used most often among children, by gender, Jan-Nov 2007
Race and Ethnicity
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- First aid bandages/antibiotics and pain reliever usage
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- Figure 45: First aid product usage, by race/ethnicity, January-November 2007
- Brand and form usage
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- Figure 46: First aid bandage/antibiotic brands, by race/ethnicity, January-November 2007
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- Figure 47: Pain Reliever form used, by race/ethnicity, January-November 2007
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- Figure 48: Pain reliever brands, by race/ethnicity, January-November 2007
- Reasons for using pain relieving rubs/liquids/wraps
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- Figure 49: Reasons for using pain reliever, by race/ethnicity, January-November 2007
- Preparation and need
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- Figure 50: First aid awareness and preparation, by race/ethnicity, April-May 2008
- General interest in first aid products
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- Figure 51: First aid product interest, by race/ethnicity, April-May 2008
- Importance factors
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- Figure 52: Importance of bandage attributes, by race/ethnicity, April-May 2008
Cluster Analysis – First Aid Enthusiasts, All in the Family, Basic Buyers
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- Insights
- First aid enthusiasts
- All in the family
- Basic buyers
- Cluster characteristics
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- Figure 53: First aid clusters, April-May 2008
- Figure 54: First aid items in your house at this moment, by clusters, April-May 2008
- Figure 55: Who primarily buy first aid products for, by clusters, April-May 2008
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- Figure 56: Types of bandages used, by clusters, April-May 2008
- Figure 57: Important factors in bandage purchase, by clusters, April-May 2008
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- Figure 58: Behavior and attitudes toward first aid products, by clusters, April-May 2008
- Figure 59: Ownership of first aid kit, by clusters, April-May 2008
- Cluster demographics
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- Figure 60: First aid clusters, by gender, April-May 2008
- Figure 61: First aid clusters, by age, April-May 2008
- Figure 62: First aid clusters, by household income, April-May 2008
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- Figure 63: First aid clusters, by race/ethnicity, April-May 2008
- Methodology
Custom Consumer Groups
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- Key points
- Appealing to moms
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- Figure 64: Who primarily buy first aid products for, by moms, April-May 2008
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- Figure 65: Bandage type in the household, by moms, April-May 2008
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- Figure 66: Importance of bandage attributes, somewhat/very important, by moms, April-May 2008
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- Figure 67: First aid product trial and interest, by moms, April-May 2008
IRI/Builders Panel Data
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- Consumer insights – first aid products
- First aid accessories
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- Figure 68: Key purchase measures for the top 10 brands of bandages/cotton/tape, by household penetration, 2007
- First aid treatments: antiseptics
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- Figure 69: Key purchase measures for the top brands of ointments/antiseptics, by household penetration, 2007*
- First aid treatments: anti-itch ointments and treatments
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- Figure 70: Key purchase measures for the top 10 brands of anti-itch treatments, by household penetration, 2007
Appendix: Other Useful Consumer Tables
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- Brands of products used
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- Figure 71: Brands of first aid bandages/antibiotics used, by household income, January-November 2007
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- Figure 72: Brands of pain relieving rubs/liquids/wraps used, by household income, January-November 2007
- Forms used and reasons for using pain relieving products
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- Figure 73: Pain reliever form used, by household income, January-November 2007
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- Figure 74: Reasons for using pain relieving rubs/liquids/wraps, by household income, January-November 2007
- Availability and concerns about usage
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- Figure 75: First aid product attitudes/behaviors, by region, April-May 2008
- Importance of features/attributes and bandage type usage
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- Figure 76: First aid product attitudes/behaviors, by region, April-May 2008
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- Figure 77: Types of bandages primarily used, by gender, April-May 2008
- Product trial and interest
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- Figure 78: First aid product trial and interest in future usage, by gender, April-May 2008
- Purchase of first aid products
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- Figure 79: Who purchase first aid for, by gender, April-May 2008
- First aid kits
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- Figure 80: Ownership of first aid kit, by gender, April-May 2008
Appendix: IRI/Builders Panel Data Definitions
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- IRI Consumer Network Metrics
Appendix: Trade Associations
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