Table of Contents
Executive Summary
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- Overview
- The market
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- Figure 1: Total US sales and fan chart forecast of first aid products, at current prices, 2009-19
- Market drivers
- Aging population will positively impact market
- Growing non-White population presents opportunity to increase growth
- Declining number of households with children is a market challenge
- Segment performance
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- Figure 2: Total US sales and forecast of first aid accessories, at current prices, 2009-19
- Key players
- The consumer
- Ownership of first aid kits and products
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- Figure 3: Ownership of first aid products and supplies, September 2014
- First aid purchase factors
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- Figure 4: Purchase factors for first aid products, September 2014
- First aid product benefits
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- Figure 5: Interest in first aid product benefits, September 2014
- What we think
Issues and Insights
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- Address the needs of the aging population
- The issues
- The implications
- Increase usage among younger generation
- The issues
- The implications
- Fewer households with children challenges growth in the market
- The issues
- The implications
Trend Applications
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- Trend: Prepare for the Worst
- Trend: Man in the Mirror
- Trend: Make it Mine
Market Size and Forecast
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- Key points
- Sales and forecast of first aid products
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- Figure 6: Total US sales and forecast of first aid products, at current prices, 2009-19
- Figure 7: Total US sales and forecast of first aid products, at inflation-adjusted prices, 2009-19
- Slow but steady growth for first aid market
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- Figure 8: Total US sales and fan chart forecast of first aid products, at current prices, 2009-19
- Forecast methodology
Market Drivers
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- Key points
- Aging population will impact need for first aid products
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- Figure 9: US Population, by age, 2014-19
- Fewer households with kids challenges first aid growth
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- Figure 10: Households, by presence of children, 2003-13
- Growing non-White population/more diverse market presents opportunities
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- Figure 11: Population, by race and Hispanic origin, 2009-19
- High incidence of injury bodes well for first aid category
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- Figure 12: Incidence of injuries, September 2013
- Healthcare scares affect product need
Segment Performance
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- Key points
- First aid accessories still dominate, but other segments growing
- Sales of first aid market, by segment
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- Figure 13: Total US retail sales of first aid products, by segment, at current prices, 2009-19
- Cross-category products help first aid accessories to lead
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- Figure 14: Total US sales and forecast of first aid accessories, at current prices, 2009-19
- First aid treatments continue upward trajectory
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- Figure 15: Total US sales and forecast of first aid treatments, at current prices, 2009-19
- Flat sales for footcare devices
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- Figure 16: Total US sales and forecast of footcare devices, at current prices, 2009-19
- Muscle/body support devices post strongest growth
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- Figure 17: Total US sales and forecast of muscle/body support devices, at current prices, 2009-19
Retail Channels
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- Key points
- Price drives retail choice for first aid category sales
- Sales of first aid products, by channel
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- Figure 18: Total US retail sales of first aid products, by channel, at current prices, 2009-14
Leading Companies
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- Key points
- Leading brands maintain market position
- Private label continues to lead
- Manufacturer sales of first aid products
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- Figure 19: MULO sales of first aid products, by leading companies, rolling 52 weeks 2013 and 2014
- Figure 20: First aid brands used most often, April 2013-June 2014
Brand Share – First Aid Accessories
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- Key points
- Leading brand Johnson & Johnson continues to perform well
- Nexcare sales remain steady
- Private label gaining ground
- Manufacturer sales of first aid accessories
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- Figure 21: MULO sales of first aid accessories, by leading companies, rolling 52 weeks 2013 and 2014
- Household penetration of first aid accessories declining
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- Figure 22: Key purchase measures for the top first aid brands, by household penetration, 52 weeks ending Dec. 30, 2012 (year ago) and Dec. 29, 2013 (current)
Brand Share – First Aid Treatments
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- Key points
- Neosporin remains brand leader, but Aquaphor gaining ground
- Private label strong player in category
- Manufacturer sales of first aid treatments
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- Figure 23: MULO sales of first aid treatments, by leading companies, rolling 52 weeks 2013 and 2014
- Household penetration/loyalty of private label and unbranded products high
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- Figure 24: Key purchase measures for the top first aid brands, by household penetration, 52 weeks ending Dec. 30, 2012 (year ago) and Dec. 29, 2013 (current)
Brand Share – Footcare Devices
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- Key points
- Private label small, but growing
- Dr. Scholl’s declines, but continues to dominate category
- Prevalence of plantar fasciitis will drive future sales
- Manufacturer sales of footcare devices
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- Figure 25: MULO sales of footcare devices, by leading companies, rolling 52 weeks 2013 and 2014
- Manufacturer sales of footcare devices
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- Figure 26: Key purchase measures for the top first aid brands, by household penetration, 52 weeks ending Dec. 30, 2012 (year ago) and Dec. 29, 2013 (current)
Brand Share – Muscle/Body Support Devices
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- Key points
- Strong sales of branded products boost category
- Private label brands increase
- Manufacturer sales of muscle/body support devices
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- Figure 27: MULO sales of muscle/body support devices, by leading companies, rolling 52 weeks 2013 and 2014
Innovations and Innovators
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- Bandages
- New product launches continue to decline
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- Figure 28: Share of private label and branded bandage launches, 2009-14*
- Store brand offerings continue to expand
- Targeting parents, appealing to kids
- Antiseptics
- Innovation in antiseptics declining
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- Figure 29: Share of private label and branded antiseptic treatment launches, 2009-14*
- Intelligent first aid kits of the future
Marketing Strategies
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- Overview of the brand landscape
- Targeting the whole family
- Band-Aid gets patriotic
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- Figure 30: Band-Aid, television ad, 2014
- User-generated content
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- Figure 31: Band-Aid, video promotion, 2014
- Nexcare’s Nana is tough and strong
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- Figure 32: Nexcare, video promotion, 2014
First Aid Product Ownership
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- Key points
- Desire to be prepared translates to high ownership of first aid basics
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- Figure 33: First aid products in the home, by age, September 2014
- Ownership of kits/supplies varies by age
- Increase penetration with younger males
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- Figure 34: Ownership of first aid products and supplies, by age, September 2014
- Figure 35: Format preference, first aid kits, by age, September 2014
- Adhesive bandages preferred format
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- Figure 36: Format preference, bandages, by age and gender, September 2014
- Creams and sprays preferred antiseptic format
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- Figure 37: Format preference, ointments/topical treatments, by age and gender, September 2014
- Presence of children increases likelihood of first aid ownership
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- Figure 38: First aid products in the home, by parent/guardian with children in household, September 2014
- Figure 39: Ownership of first aid products and supplies, by parent/guardian with children in household, September 2014
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- Figure 40: Format preference, bandages, by parent/guardian with children in household, September 2014
- Figure 41: Format preference, first aid kits, by parent/guardian with children in household, September 2014
Purchase Factors and Product Benefits
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- Key points
- Product quality more important than price
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- Figure 42: Purchase factors for first aid products, September 2014
- Price important to young female users
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- Figure 43: Purchase factors for first aid products – Very important, by age, September 2014
- A desire for functionality drives usage
- Preventing scars in young male first aid users
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- Figure 44: Interest in first aid product benefits, September 2014
Attitudes toward First Aid Products
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- Key points
- Interest in private label
- Treating wounds
- Sense of preparedness
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- Figure 45: Attitudes toward first aid products, by age, September 2014
- Parents are more likely to be invested in the category
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- Figure 46: Attitudes toward first aid products, by parents with children in household, September 2014
Foot Ailments and Treatment Devices
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- Key points
- Overall rates of foot pain low
- Foot ailments differ by gender
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- Figure 47: Incidence of foot ailments, by age and gender, September 2014
- Low rates of reported foot pain translate to low usage of footcare
- Women more focused on appearance of feet
- Opportunities to target men
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- Figure 48: Usage of footcare devices or treatments, by age and gender, September 2014
Race and Hispanic Origin
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- Key points
- Opportunity to increase penetration among non-White households
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- Figure 49: First aid products in the home, by race/Hispanic origin, September 2014
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- Figure 50: First aid products and supplies, by race/Hispanic origin, September 2014
- Appeal to specific needs to increase usage
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- Figure 51: Purchase factors for first aid products – Very important, by race/Hispanic origin, September 2014
- Key opportunity for branded products
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- Figure 52: Attitudes toward first aid products, by race/Hispanic origin, September 2014
Appendix – Other Market Data
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- Household size
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- Figure 53: Households with children by race and Hispanic origin of householder, 2013
- Retail channels
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- Figure 54: Total US retail sales of first aid products, by channel, at current prices, 2014
Appendix – Other Useful Consumer Tables
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- Incidence of injury
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- Figure 55: Incidence of any personal injury, by gender and age, September 2013
- First aid brands used
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- Figure 56: Frequency of first aid brands used, by race/Hispanic origin, April 2013-June 2014
- First aid product ownership
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- Figure 57: First aid products in the home, by repertoire, September 2014
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- Figure 58: First aid products in the home, by age and gender, September 2014
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- Figure 59: Ownership of first aid products and supplies, by age and gender, September 2014
- Product format
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- Figure 60: Format preference, bandages, by race/Hispanic origin, September 2014
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- Figure 61: Format preference, ointments/topical treatments, by parent/guardian with children in household, September 2014
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- Figure 62: Format preference, first aid kits, by parent/guardian with children in household, September 2014
- Purchase factors
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- Figure 63: Purchase factors for first aid products – Very important, by gender, September 2014
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- Figure 64: Purchase factors for first aid products – Very important, by age, September 2014
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- Figure 65: Purchase factors for first aid products – Very important, by parent/guardian with children and age, September 2014
- Product benefits
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- Figure 66: Interest in first aid product benefits – Have tried and would use again, by gender, September 2014
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- Figure 67: Interest in first aid product benefits – Have tried and would use again, by age, September 2014
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- Figure 68: Interest in first aid product benefits – Have tried and would use again, by age/gender, September 2014
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- Figure 69: Interest in first aid product benefits – Have not tried, interested in trying, by age/gender, September 2014
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- Figure 70: Interest in first aid product benefits – Have not tried, interested in trying, by parent/guardian with children in household, September 2014
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- Figure 71: Interest in first aid product benefits – Have not tried, interested in trying, by race/Hispanic origin, September 2014
- Attitudes toward first aid products
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- Figure 72: Attitudes toward first aid products, by age and gender, September 2014
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- Figure 73: Attitudes toward first aid products, by repertoire of first aid products and supplies, September 2014
- Foot ailments and treatments
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- Figure 74: Incidence of foot ailments, by gender, September 2014
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- Figure 75: Incidence of foot ailments, by age, September 2014
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- Figure 76: Usage of footcare devices or treatments, by gender, September 2014
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- Figure 77: Usage of footcare devices or treatments, by age, September 2014
Appendix – Information Resources Inc. Builders Panel Data Definitions
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- Information Resources Inc. Consumer Network Metrics
Appendix – Trade Associations
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