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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- The market
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- Figure 1: Total U.S. sales and fan chart forecast of first aid products, at current prices, 2007-17
- Segment snapshots
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- Figure 2: Sales of first aid products, segmented by type, 2011 and 2012
- Market factors
- Rising healthcare costs
- Changes to healthcare
- Changes to key demographics
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- Figure 3: Population, by age, 2012-17
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- Figure 4: Households, by presence of children, 2001-11
- Increases in severe weather/natural disasters
- “Other” retailers are the channel of choice
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- Figure 5: Sales of first aid products, by channel, 2010 and 2012
- Key players
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- Figure 6: FDMx sales of first aid products, share by leading companies, 2011 and 2012
- The consumer
- Product usage
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- Figure 7: First aid product usage, April 2012
- First aid concerns
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- Figure 8: First aid concerns, April 2012
- Interest in bandages
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- Figure 9: Adhesive bandage product trial, April 2012
- What we think
Issues in the Market
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- What is the impact of private label brands on this market?
- How will growth of in-store clinics impact the first aid market?
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- Figure 10: CVS MinuteClinic, “Gotta Go,” January 2011
- How will the Affordable Care Act impact the first aid market?
- How can brands increase awareness of product use opportunities?
Insights and Opportunities
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- The single consumer
- Role of technology in first aid
- Parents are concerned with safety
- “Green” first aid products
- The antibacterial consumer
Trend Applications
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- Trend: Make it Mine
- Trend: Prepare for the Worst
- 2015 Trend: Old Gold
Market Size and Forecast
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- Key points
- Growth for first aid products expected to continue
- Weather/seasons also affects first aid
- Sales and forecast of first aid products
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- Figure 11: Total U.S. retail sales and forecast of first aid products, at current prices, 2007-17
- Figure 12: Total U.S. retail sales and forecast of first aid products, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 13: Total U.S. sales and fan chart forecast of first aid products, at current prices, 2007-17
- Walmart sales
Market Drivers
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- Key points
- Population changes impact first aid market
- Gender
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- Figure 14: U.S. population, by gender, 2007-17
- The aging population will affect the first aid market
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- Figure 15: Population, by age, 2007-17
- Impact of children on first aid market
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- Figure 16: Households, by presence of children, 2001-11
- Lack of health insurance, rising healthcare costs
- Consumers scrimping and saving
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- Figure 17: Disposable personal income, 2007-12
- Natural disasters, severe weather, and injury
Competitive Context
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- Private label/retail in-store clinics
- At-home remedies
- Protective gear and clothing
Segment Performance
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- Key points
- Bandages dominate the first aid market
- Sales of first aid products, by segment
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- Figure 18: Sales of first aid products, segmented by type, 2010 and 2012
Segment Performance—First Aid Accessories
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- Key points
- Consumers continue to treat wounds
- Sales and forecast of first aid accessories
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- Figure 19: Sales and forecast of first aid accessories, at current prices, 2007-17
- Bandages, cotton balls/swabs, tape, and gauze
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- Figure 20: Sales of bandages, cotton balls/swabs, tape, and gauze, at current prices, 2007-12
- First aid kits and personal thermometers
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- Figure 21: Sales of first aid kits and personal thermometers, at current prices, 2007-12
Segment Performance—First Aid Treatments
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- Key points
- Steady growth for antiseptics
- Sales and forecast of first aid treatments
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- Figure 22: Sales and forecast of first aid treatments, at current prices, 2007-17
Segment Performance—Muscle/Body Support Devices
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- Key points
- Wrapping up injuries
- Sales and forecast of muscle/body support devices
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- Figure 23: Sales and forecast of muscle/body support devices, at current prices, 2007-17
Retail Channels
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- Key points
- Majority of sales at “other”
- Considerations for retailers
- Sales of first aid products, by channel
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- Figure 24: Sales of first aid products, by channel, 2010 and 2012
- Consumer retail purchase habits
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- Figure 25: First aid product purchase locations, April 2012
Retail Channels—Drug Stores
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- Key points
- Drug stores important to first aid sales
- Drug store sales of first aid products
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- Figure 26: Drug store sales of first aid products, at current prices, 2007-12
Retail Channels—Supermarkets
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- Key points
- Supermarkets not key destination for first aid
- Supermarket sales of first aid products
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- Figure 27: Supermarket sales of first aid products, at current prices, 2007-12
Retail Channels—Other
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- Key points
- “Other” retailers have an advantage
- Other retail channel sales of first aid products
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- Figure 28: Other channels sales of first aid products, at current prices, 2007-12
Leading Companies
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- Key points
- Johnson & Johnson loses share to other brands and private label
- Manufacturer sales of first aid products
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- Figure 29: FDMx sales of first aid products, by leading companies, 2011 and 2012
Brand Share—First Aid Accessories: Bandages, Cotton Balls/Swabs, Tape, and Gauze
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- Key points
- Main competitor to Band-Aid is private label
- Manufacturer sales of bandages, cotton balls/swabs, tape, and gauze
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- Figure 30: FDMx sales of bandages, cotton balls/swabs, tape, and gauze, by leading companies, 2011 and 2012
Brand Share—First Aid Accessories: First Aid Kits and Personal Thermometers
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- Key points
- Temps are down
- Manufacturer sales of first aid kits and personal thermometers
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- Figure 31: FDMx sales of first aid kits and personal thermometers by leading companies, 2011 and 2012
Brand Share—First Aid Treatments
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- Key points
- First aid treatments
- Manufacturer sales of first aid treatments
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- Figure 32: FDMx sales of first aid treatments, by leading companies, 2011 and 2012
Brand Share—Muscle/Body Support Devices
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- Key points
- Support is increasing
- Manufacturer sales of muscle/body support devices
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- Figure 33: FDMx sales of muscle/body support devices, by leading companies, 2011 and 2012
Innovations and Innovators
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- Key points
- Number of product introductions down from peak in 2009 for bandages
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- Figure 34: Share of branded/private label bandage launches, 2006-12
- New bandage introductions appeal to consumers
- First aid accessories: first aid kits
- First aid treatments: ointments/antiseptics
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- Figure 35: Share of branded/private label antiseptic launches, 2006-12
- Antiseptic product introductions focus on function or “green” claims
Marketing Strategies
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- Overview of the brand landscape
- Brand analysis: Band-Aid
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- Figure 36: Brand analysis of Band-Aid, 2012
- TV presence
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- Figure 37: Band-Aid, “Protects Better,” 2012
- Figure 38: Band-Aid, “Faster Healing,” 2011
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- Figure 39: Band-Aid, “No More Hurt,” 2011
- Online initiatives
- Social networking
- MagicVision augmented reality app
- Glambulance Band-Aid promotional event
- Brand analysis: Nexcare
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- Figure 40: Brand analysis of Nexcare, 2012
- TV presence
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- Figure 41: Nexcare, “Cut up stage”, 2011-12
- Online initiatives
- Social networking
- Nexcare Give Program 2012
First Aid Product Usage
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- Key points
- Most households take precaution
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- Figure 42: First aid product usage, April 2012
- Women more likely to report use of Band-Aids, Neosporin
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- Figure 43: Brands of first aid bandages and topical antibiotic remedies used, by gender, October 2010-November 2011
- Younger consumers less likely to use most first aid products
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- Figure 44: First aid product usage, by age, April 2012
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- Figure 45: First aid product usage, by gender and age, April 2012
- Parents need to keep their kids safe
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- Figure 46: First aid product usage, by presence of children in household, April 2012
First Aid Kit Ownership
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- Key points
- A new generation of preparedness
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- Figure 47: First aid kit ownership, by age, April 2012
- First aid kits as “aspirational”
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- Figure 48: First aid kit ownership, by household income, April 2012
- Presence of children impacts likelihood of owning a first aid kit
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- Figure 49: First aid kit ownership, by presence of children in household, April 2012
- Other places to keep first aid kits
Purchase Attitudes toward First Aid Products
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- Key points
- Choosing products is simple
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- Figure 50: Attitudes toward first aid products, by product type, April 2012
- Younger first aid users seek to save money
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- Figure 51: First aid product purchase habits, by age, April 2012
- Figure 52: Liquid bandage purchase habits, by age, April 2012
First Aid Concerns
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- Key points
- First aid is important
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- Figure 53: First aid preparedness, April 2012
- Opportunity for bandages
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- Figure 54: First aid concerns and practices, April 2012
- Younger consumers seek to save money in this category
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- Figure 55: First aid concerns, by age, April 2012
- First aid kit users more prepared
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- Figure 56: First aid concerns, by first aid kit ownership, April 2012
Bandage Importance
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- Key points
- Price most important factor of bandage purchase
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- Figure 57: Adhesive bandage importance factors, April 2012
- Younger first aid users “like” recommendations
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- Figure 58: Adhesive bandage importance factors, by age, April 2012
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- Figure 59: Adhesive bandage importance factors, by gender and age, April 2012
- Parents are more likely to think all factors are important
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- Figure 60: Adhesive bandage importance factors, by presence of children, April 2012
- First aid kit owners more invested in the category
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- Figure 61: Adhesive bandage importance factors, by first aid kit ownership, April 2012
Interest in Bandage Innovations
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- Key points
- Heal me
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- Figure 62: Adhesive bandage product trial, April 2012
- Women focus on appearance
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- Figure 63: Adhesive bandage product trial, by gender, April 2012
- Designer bandages skew younger
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- Figure 64: Adhesive bandage product trial, by age, April 2012
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- Figure 65: Adhesive bandage product trial, by gender and age, April 2012
- Presence of children influences bandage choice
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- Figure 66: Adhesive bandage product trial, by presence of children, April 2012
Race and Hispanic Origin
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- Key points
- First aid product usage differs by ethnicity
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- Figure 67: First aid product usage, by race/Hispanic origin, April 2012
- First aid kit ownership higher among Hispanics
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- Figure 68: First aid kit ownership, by race/Hispanic origin, April 2012
- Incite product trial among Hispanics
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- Figure 69: Adhesive bandage purchase attitudes, by race/Hispanic origin, April 2012
- Black first aid users concerned with infection
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- Figure 70: First aid concerns, by race/Hispanic origin, April 2012
- Recommendations are important to black and Hispanic first aid users
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- Figure 71: Adhesive bandage importance factors, by race/Hispanic origin, April 2012
- Black and Hispanic first aid users interested in bandages with design features
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- Figure 72: Adhesive bandage product trial, by race/Hispanic origin, April 2012
Cluster Analysis
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- Figure 73: Target clusters, April 2012
- Cluster 1: Brand Loyalists
- Characteristics
- Opportunity
- Cluster 2: Young and Clumsy
- Characteristics
- Opportunity
- Cluster 3: Not Involved
- Characteristics
- Opportunity
- Cluster 4: Prepared and Price Conscious
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 74: First aid product usage, by target clusters, April 2012
- Figure 75: First aid kit ownership, by target clusters, April 2012
- Figure 76: First aid product purchase locations, by target clusters, April 2012
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- Figure 77: Adhesive bandage purchase attitudes, by target clusters, April 2012
- Figure 78: Antiseptic creams/sprays and wipes purchase attitudes, by target clusters, April 2012
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- Figure 79: Gauze purchase attitudes, by target clusters, April 2012
- Figure 80: Muscle supports purchase attitudes, by target clusters, April 2012
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- Figure 81: Adhesive bandage importance factors, by target clusters, May 2012
- Figure 82: Adhesive bandage product trial, by target clusters, April 2012
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- Figure 83: First aid concerns, by target clusters, April 2012
- Cluster demographic tables
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- Figure 84: Target groups, by demographic, April 2012
- Cluster methodology
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Custom Consumer Groups
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- Key points
- Impact of children on first aid usage and attitudes
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- Figure 85: First aid product usage, by gender and presence of children, April 2012
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- Figure 86: First aid concerns, by gender and presence of children in household, April 2012
- Children are big bandage users
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- Figure 87: Adhesive bandage use, by gender, October 2010-November 2011
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- Figure 88: Number of adhesive bandages used, by gender, age, and race/Hispanic origin, October 2010-November 2011
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- Figure 89: Preferred brands of adhesive bandages, by gender and age, October 2010-November 2011
Appendix—Other Useful Consumer Tables
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- Figure 90: First aid product usage, by household income, April 2012
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- Figure 91: First aid product usage, by household size, April 2012
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- Figure 92: First aid kit ownership, by education level, April 2012
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- Figure 93: First aid kit ownership, by employment status, April 2012
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- Figure 94: First aid product purchase locations, by age, April 2012
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- Figure 95: First aid product purchase locations, by household income, April 2012
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Appendix—Trade Associations
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