Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Category snapshot
- Drug stores are the channel of choice
- Snapshot of brand leaders
- The big story: The private label onslaught
- Innovation still drives demand
- Segment snapshots
- Insights and opportunities
- First aid product usage
- Types of products used
- Injury preparedness
- Product selection
- Spotlight on bandages
Insights and Opportunities
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- Ideas for new products
- Different first aid kits for different demographics
- Make it easy for me to try something new
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- Figure 1: Bandage product trial and interest, April 2010
- The first aid kit of the future
Inspire Insights
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- Trust In Me
- What it’s about
- The erosion of trust
- Give me a reason to trust
- Implications
- Guiding Choice
- What it’s about
- I can do it by myself…
- …or can I?
- Implications
Market Size and Forecast
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- Key points
- A healthy category in a sick economy
- Private label up and the big three down
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- Figure 2: Total FDMx U.S. sales and forecast of first aid products, at current prices, 2005-15
- Figure 3: Total U.S. sales and forecast of first aid products, at inflation-adjusted prices, 2005-15
- Walmart sales
Segment Performance
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- Key points
- High-tech accessories shine
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- Figure 4: U.S. sales of first aid products, by segment, 2008 and 2009
Segment Performance—Accessories
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- Key points
- A minimal decline followed by a strong recovery
- Thermometers are red hot
- Private label steals from brand leaders
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- Figure 5: U.S. FDMx sales and forecast of first aid accessories, 2005-15
Segment Performance—Treatments
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- Key points
- Consumers shift to private label
- Innovation props up brand leaders
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- Figure 6: U.S. FDMx sales and forecast of first aid treatments, 2005-15
Retail Channels
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- Key points
- Drug stores are the destination of choice
- Others hold their own
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- Figure 7: U.S. FDMx sales of first aid products, by retail channel, 2008 and 2009
Retail Channels—Drug Stores
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- Key points
- Drug store channel grows
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- Figure 8: U.S. FDMx sales of first aid products at drug stores, 2005-10
Retail Channels—Other FDMx
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- Key points
- In-store pharmacies will help supermarkets
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- Figure 9: U.S. FDMx sales of first aid products at other stores, 2005-10
Market Drivers
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- Key points
- Private label is conquering a category
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- Figure 10: Sales of private label products for all first aid segments in the U.S., 2009 and 2010
- Patient, heal thyself
- Innovation drives sales
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- Figure 11: Selected FDMx brand sales of personal thermometers in the U.S., 2009 and 2010
- Scraped knees and creaky joints will drive sales
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- Figure 12: Population, by age, 2005-15
Leading Companies
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- Key points
- Private label captures the most market share
- Brand leaders stumble
- Branded thermometers, heat wraps, and anti-itch fare well
- Sales of leading first aid companies
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- Figure 13: FDMx sales of leading first aid companies, 2009 and 2010
Brand Analysis—Accessories: Tape/Bandages/Gauze/Cotton
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- Key points
- Private label cannibalizing brands
- Select brand sales of tape/bandages/gauze/cotton
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- Figure 14: Selected FDMx brand sales of tape/bandages/gauze/cotton in the U.S., 2009 and 2010
Brand Analysis—Accessories: Muscle/Body Support Devices
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- Key points
- 3M and private label rule, room for product development exists
- Select brand sales of muscle/body support
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- Figure 15: Selected FDMx brand sales of muscle/body support devices in the U.S., 2009 and 2010
Brand Analysis—Accessories: Cotton Balls/Swabs
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- Key points
- Q-tips bending to private label pressure
- Select brand sales of cotton balls/swabs
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- Figure 16: Selected FDMx brand sales of cotton balls/swabs in the U.S., 2009 and 2010
Brand Analysis—Accessories: Personal Thermometers
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- Key points
- Sales of thermometers are hot
- Select brand sales of personal thermometers
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- Figure 17: Selected FDMx brand sales of personal thermometers in the U.S., 2009 and 2010
Brand Analysis—Accessories: Heat/Ice Packs
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- Key points
- Wyeth and private label: A two-player game
- Select brand sales of heat/ice packs
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- Figure 18: Selected FDMx brand sales of heat/ice packs in the U.S., 2009 and 2010
Brand Analysis—Accessories: First Aid Kits
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- Key points
- First aid by any other name is still first aid
- Select brand sales of first aid kits
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- Figure 19: Selected FDMx brand sales of first aid kits in the U.S., 2009 and 2010
Brand Analysis—Treatments: First Aid Ointments/Antiseptics
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- Key points
- Convenience pays for J&J
- Private label dominates
- Select brand sales of first aid ointments/treatments
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- Figure 20: Selected FDMx brand sales of first aid ointments/antiseptics in the U.S., 2009 and 2010
Brand Analysis—Treatments: Anti-itch Treatments
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- Key points
- Scratching that itch ‘privately’
- Benadryl leads, Cortizone-10 and Gold Bond gain ground
- Select brand sales of anti-itch treatments
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- Figure 21: Selected FDMx brand sales of anti-itch treatments in the U.S., 2009 and 2010
Brand Analysis—Treatments: Insect First Aid
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- Key points
- Steady increases in insect aids
- Tender Corp’s After Bite leads
- Select brand analysis of insect first aid treatments
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- Figure 22: Selected FDMx brand sales of insect first aid in the U.S., 2009 and 2010
Innovation and Innovators
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- Bandages
- Antibacterial bandages
- Non-stick bandages
- Other innovative bandages
- Antiseptics
- Innovative technologies
Brands and Marketing Strategies
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- Overview of the brand landscape
- Band-Aid builds a joyous brand
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- Figure 23: Band-Aid, television ad, 2010
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- Figure 24: Band-Aid key brand values, 2010
- Neosporin is about science
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- Figure 25: Neosporin key brand values, 2010
- Figure 26: Neosporin, television ad, 2010
- Cartoons and characters at Nexcare
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- Figure 27: Nexcare, television ad, 2010
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- Figure 28: Nexcare key brand values, 2010
First Aid Product Usage
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- Key points
- Men are from Mars
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- Figure 29: First aid product usage, by gender, November 2008-December 2009
- First aid is for the over-35s
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- Figure 30: First aid product usage, by age, November 2008-December 2009
Reason for Use Varies with Age
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- Key point
- Exercise and arthritis drive usage
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- Figure 31: Reason for using pain relief, by age, November 2008-December 2009
Brand Usage
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- Key point
- Status quo rules for bandages, antibiotics
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- Figure 32: Top bandage/antibiotic brand usage, 2007 and 2008/09
- The same for pain relieving rubs
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- Figure 33: Top pain relieving rubs/liquids/wraps brand usage, 2007 and 2008/09
Injury Preparedness
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- Key points
- Women are well prepared
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- Figure 34: First aid items in the house, by gender, April 2010
- Over-65s prepared
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- Figure 35: First aid items in the house, by age, April 2010
- Affluent and well stocked
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- Figure 36: First aid items in the house, by household income, April 2010
- Married and with children (young and adult)
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- Figure 37: First aid items in the house, by marital status, April 2010
Attitudes towards First Aid Products
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- Key points
- What expiration dates?
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- Figure 38: Attitudes towards first aid products, by age, April 2010
- Marriage brings awareness of first aid products
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- Figure 39: Attitudes towards first aid products, by marital status, April 2010
Product Selection
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- Key points
- Symptoms drive women; habit drives men
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- Figure 40: Selection behavior for first aid products, by gender, April 2010
- 25-34s want cutting-edge products
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- Figure 41: Selection behavior for first aid products, by age, April 2010
- Numerous resources shape product selection for the young
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- Figure 42: Selection criteria for first aid products, by age, April 2010
Spotlight on Bandages
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- Key points
- Tremendous interest in new products
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- Figure 43: Bandage product trial and interest, April 2010
- Women liking innovative bandages
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- Figure 44: Bandage products have tried and would try again, by gender, April 2010
- A logical assumption: parents want cartoon bandages for their kids
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- Figure 45: Bandage products have tried and would try again, by age, April 2010
Race and Hispanic Origin
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- Key points
- Empty medicine chests in black and Hispanic homes…
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- Figure 46: First aid items in the house, by race/Hispanic origin, April 2010
- …and they use fewer bandages
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- Figure 47: First aid product usage, by race/Hispanic origin, November 2008-December 2009
- Highlight specific products
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- Figure 48: Reason for using pain relief, by race/Hispanic origin, November 2008-December 2009
- Target the doctor and pharmacist
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- Figure 49: Selection criteria for first aid products, by race/Hispanic origin, April 2010
Cluster Analysis
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- Stockers
- Characteristics
- Opportunity
- Stickers
- Characteristics
- Opportunity
- Discounters
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 50: First aid clusters, April 2010
- Figure 51: First aid items in the house, by first aid clusters, April 2010
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- Figure 52: Selection behavior for first aid products, by first aid clusters, April 2010
- Figure 53: Attitudes towards first aid products, by first aid clusters, April 2010
- Cluster demographics
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- Figure 54: First aid clusters, by gender, April 2010
- Figure 55: First aid clusters, by age, April 2010
- Figure 56: First aid clusters, by household income, April 2010
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- Figure 57: First aid clusters, by race/Hispanic origin, April 2010
- Cluster methodology
Custom Consumer Groups
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- Marriage is a common denominator
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- Figure 58: First aid items in the house, by marital status and presence of children in HH, April 2010
- Kids in the back and first aid kits in the glove compartment
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- Figure 59: Ownership of first aid kit, by marital status and presence of children in HH, April 2010
- The presence of children = interest in products
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- Figure 60: Bandage products have tried and would try again, by marital status and presence of children in HH, April 2010
- How the presence of children affects interest in bandages
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- Figure 61: Bandage products have not tried but am interested in trying, by marital status and presence of children in HH, April 2010
- Don’t count out dad
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- Figure 62: Selection behavior for first aid products, by gender and presence of children in HH, April 2010
SymphonyIRI Group/Builders Panel Data
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- First aid accessories overview
- Consumer insights on key purchase measures—tape/bandage/gauze/cotton
- Brand map
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- Figure 63: Brand map, select brands of tape/bandage/gauze/cotton, buying rate, by household penetration, 2009
- Brand leader characteristics
- Key purchase measures
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- Figure 64: Key purchase measures for the top brands of tape/bandage/gauze/cotton, by household penetration, 2009
Appendix: Other Useful Consumer Tables
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- Product forms
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- Figure 65: First aid bandages/antibiotics form used, by age, November 2008-December 2009
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- Figure 66: Pain relieving rubs/liquids/wraps form used, by age, November 2008-December 2009
- First aid kit ownership
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- Figure 67: Ownership of first aid kit, by household income, April 2010
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- Figure 68: Ownership of first aid kit, by marital status, April 2010
- Interest in trying a variety of bandages
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- Figure 69: Bandage products have not tried but interested in trying, by age, April 2010
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- Figure 70: Bandage products have not tried but interested in trying, by gender, April 2010
Appendix: SymphonyIRI Group/Builders Panel Data Definitions
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- SymphonyIRI Group Consumer Network Metrics
Appendix: Trade Associations
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