Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
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- Figure 1: Total US retail sales and fan chart forecast of first aid products, at current prices, 2008-18
- Market factors
- Aging population will impact market
- Better engagement of Blacks and Hispanics could help market
- Segment performance
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- Figure 2: Total US retail sales and forecast of first aid products, by segment, at current prices, 2010-15
- Market players
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- Figure 3: Share of MULO sales of first aid products, by leading companies, 2013
- The consumer
- Paper and shaving cuts most common wound/injury
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- Figure 4: Incidence of any personal injury, by gender and age, September 2013
- Adhesive bandages, cotton balls/swabs, and antiseptic treatments most common products
- Consumers don’t have strong preference between branded or private label products
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- Figure 5: Shopping for first aid products, September 2013
- Most not prepared for wounds/injuries when on the go
- What we think
Issues and Insights
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- Focus on needs of aging consumers
- Issues
- The implications
- Increase outreach to Blacks and Hispanics
- Issues
- The implications
- Encourage greater consumer preparedness, especially on-the-go
- Issues
- The implications
Trend Application
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- Trend: Transumers
- Trend: Mood to Order
- Mintel Futures: Old Gold
Market Size and Forecast
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- Key points
- First aid market continuing to grow
- Sales and forecast of first aid products
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- Figure 6: Total US retail sales and forecast of first aid products, at current prices, 2008-18
- Figure 7: Total US retail sales and forecast of first aid products, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 8: Total US retail sales and fan chart forecast of first aid products, at current prices, 2008-18
Market Drivers
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- Key points
- Aging population will impact on first aid market
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- Figure 9: Population, by age, 2008-18
- Number of households with children declining
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- Figure 10: Households, by presence of own children, 2002-12
- Seasons have impact on market
- Better engagement of Hispanics and Blacks could help market
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- Figure 11: Population, by race and Hispanic origin, 2008-18
Segment Performance
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- Key points
- First aid accessories top the market
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- Figure 12: Segment share of total US retail sales of first aid products, 2013
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- Figure 13: Total US retail sales and forecast of first aid accessories, at current prices, 2008-13
- First aid treatments enjoy steady growth
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- Figure 14: Total US retail sales and forecast of first aid treatments, at current prices, 2008-13
- Strong growth expected for muscle/joint support devices segment
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- Figure 15: Total US retail sales and forecast of muscle/joint support devices, at current prices, 2008-13
Retail Channels
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- Key points
- Most purchases take place through “other retail channels”
- Drug stores also account for strong portion of category sales
- Sales of first aid products, by channel
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- Figure 16: Total US retail sales of first aid products, by channel, at current prices, 2011-13
- Figure 17: Total US retail sales of first aid products, by channel, at current prices, 2008-13
Leading Companies
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- Key points
- Private label and Johnson & Johnson have strongest presence
- 3M sees success with muscle/joint support devices
- MULO manufacturer sales of first aid products
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- Figure 18: MULO sales of first aid products, by leading companies, 2012 and 2013
Brand Share – First Aid Accessories – Bandages, Cotton Balls/Swabs, Tape, and Gauze
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- Key points
- Private label leads sales of first aid accessories
- Johnson & Johnson struggles except for standard Band-Aid line
- 3M sees success with Nexcare product line
- MULO sales of first aid accessories: bandages, cotton balls/swabs, tape, and gauze
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- Figure 19: MULO sales of first aid accessories: bandages, cotton balls/swabs, tape, and gauze, by leading companies, 2012 and 2013
Brand Share – First Aid Accessories – First Aid Kits and Thermometers
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- Key points
- Private label top player
- Helen of Troy see success with Vicks products
- Declining Red Cross sales results in struggle for Johnson & Johnson
- MULO sales of first aid accessories: first aid kits and thermometers
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- Figure 20: MULO sales of first aid accessories: first aid kits and thermometers, by leading companies, 2012 and 2013
Brand Share – First Aid Treatments
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- Key points
- Private label tops MULO first aid treatments segment
- Johnson & Johnson struggles with Neosporin
- Beiersdorf growing with Aquaphor product lines
- MULO sales of first aid treatments
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- Figure 21: MULO sales of first aid treatments, by leading companies, 2012 and 2013
Brand Share – Muscle/Joint Support Devices
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- Key points
- 3M sees strong growth with Futuro and Ace brands
- MULO sales of muscle/joint devices
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- Figure 22: MULO sales of muscle/joint devices, by leading companies, 2012 and 2013
Innovations and Innovators
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- Private label has significant momentum in category
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- Figure 23: Share of private label and branded bandage launches, 2008-13
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- Figure 24: Share of private label and branded antiseptic treatment launches, 2008-13
- Consumers have several private label options
- Products designed for children
Marketing Strategies
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- Overview
- Market focuses on appealing to kids and moms
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- Figure 25: Band-Aid MagicVision Application
- Figure 26: Nexcare Dr. Mom webpage
Wounds/Injuries Experienced
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- Key points
- Paper and shaving cuts most common among adults
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- Figure 27: Incidence of any personal injury, by gender and age, September 2013
- Knee and elbow scrapes most common among children
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- Figure 28: Incidence of any child’s injury, among parents by age of child, September 2013
First Aid Product Ownership
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- Key points
- Adhesive bandages, cotton balls swabs, and treatment products most commonly owned
- Younger consumers less likely have first aid products in their home
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- Figure 29: First aid products in the home, by gender and age, September 2013
- Parents with young children more likely to have first aid kit
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- Figure 30: First aid products in the home, among parents by age of child, September 2013
Brand Usage
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- Band-Aid and Neosporin most commonly used brands
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- Figure 31: Brands of first aid products used, by household income, May 2012-June 2013
Shopping for First Aid Products
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- Key points
- Women more likely to be making first aid purchases
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- Figure 32: First aid purchaser, by gender and age, September 2013
- Consumers don’t demonstrate strong preference for branded or private label products
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- Figure 33: Shopping for first aid products, by gender and age, September 2013
Purchase Frequency
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- Key points
- First aid staples purchased most frequently
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- Figure 34: First aid product purchase frequency, September 2013
- Women and younger men making purchases more frequently
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- Figure 35: First aid products purchased less than six months ago, by gender and age, September 2013
- Parents with younger children making purchases more frequently
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- Figure 36: First aid products purchased less than six months ago, among parents by age of child, September 2013
First Aid Product Management
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- Key points
- Consumers not very prepared when they are on-the-go
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- Figure 37: First aid product management, September 2013
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- Figure 38: First aid product management, by gender, September 2013
- Parents with younger children are more organized at home
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- Figure 39: First aid product management, among parents by age of child, September 2013
First Aid Knowledge
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- Key points
- Most consumers confident treating themselves
- Younger men least likely to be confident treating themselves or others
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- Figure 40: First aid knowledge, by gender and age, September 2013
- Opportunities to increase parental confidence
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- Figure 41: First aid knowledge, among parents by age of child, September 2013
- Parents treat their kids to help them feel reassured
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- Figure 42: First aid knowledge, among parents by age of child, September 2013
Race and Hispanic Origin
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- Key points
- Blacks report lower incidence of wounds/injuries
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- Figure 43: Incidence of any personal injury, by race/Hispanic origin, September 2013
- Hispanics and Blacks less likely to currently own first aid products
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- Figure 44: First aid products in the home, by race/Hispanic origin, September 2013
- Black consumers more likely to only buy when there is wound/injury
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- Figure 45: Shopping for first aid products, by race/Hispanic origin, September 2013
- Increasing confidence could increase category engagement
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- Figure 46: First aid knowledge, by race/Hispanic origin, September 2013
IRI/Builders – Key Household Purchase Measures
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- Overview of first aid accessories
- Consumer insights on key purchase measures—first aid tape/bandage/gauze/cotton
- Brand map
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- Figure 47: Brand map, selected brands of first aid tape/bandage/gauze/cotton buying rate, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 48: Key purchase measures for the top brands of first aid tape/bandage/gauze/cotton, by household penetration, 52 weeks ending June 24, 2012
- Overview of first aid treatment
- Consumer insights on key purchase measures—first aid ointment/antiseptics
- Brand map
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- Figure 49: Brand map, selected brands of first aid ointment/antiseptics buying rate, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 50: Key purchase measures for the top brands of first aid ointment/antiseptics, by household penetration, 52 weeks ending June 24, 2012
Appendix – Other Useful Consumer Tables
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- Segment performance
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- Figure 51: Total US retail sales of first aid products, by segment, at current prices, 2011 and 2013
- Wounds/injuries experienced
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- Figure 52: Incidence of any personal injury, by gender, September 2013
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- Figure 53: Incidence of any personal injury, by age, September 2013
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- Figure 54: Incidence of any personal injury, by household income, September 2013
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- Figure 55: Incidence of any child's injury, by gender, September 2013
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- Figure 56: Incidence of any child's injury, by age, September 2013
- First aid product ownership
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- Figure 57: First aid products in the home, by gender, September 2013
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- Figure 58: First aid products in the home, by age, September 2013
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- Figure 59: First aid products in the home, by household income, September 2013
- Brand usage
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- Figure 60: Brands of first aid products used, by gender, May 2012-June 2013
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- Figure 61: Brands of first aid products used, by household income, May 2012-June 2013
- Shopping for first aid products
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- Figure 62: First aid purchaser, by gender, September 2013
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- Figure 63: First aid purchaser, by age, September 2013
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- Figure 64: First aid purchaser, by household income, September 2013
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- Figure 65: Shopping for first aid products, by gender, September 2013
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- Figure 66: Shopping for first aid products, by age, September 2013
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- Figure 67: Shopping for first aid products, by household income, September 2013
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- Figure 68: Shopping for first aid products, among parents by age of child, September 2013
- Purchase frequency
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- Figure 69: First aid products purchased less than six months ago, by gender, September 2013
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- Figure 70: First aid products purchased less than six months ago, by age, September 2013
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- Figure 71: First aid products purchased less than six months ago, by household income, September 2013
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- Figure 72: First aid products purchased within the last year, by gender and age, September 2013
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- Figure 73: First aid products purchased within the last year, by household income, September 2013
- First aid product management
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- Figure 74: First aid product management, by gender and age, September 2013
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- Figure 75: First aid product management, by age, September 2013
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- Figure 76: First aid product management, by household income, September 2013
- Race and Hispanic origin
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- Figure 77: Incidence of any child's injury, by race/Hispanic origin, September 2013
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- Figure 78: First aid purchaser, by race/Hispanic origin, September 2013
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- Figure 79: First aid products purchased less than six months ago, by race/Hispanic origin, September 2013
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- Figure 80: First aid product management, by race/Hispanic origin, September 2013
Appendix – Trade Associations
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