Table of Contents
Executive Summary
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- Dip in value in 2015
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- Figure 1: Best- and worst-case forecast of UK value sales of first aid products, 2010-20
- Plasters are the only segment to show growth in value
- Decline in launch activity
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- Figure 2: Launch activity in the first aid category, by sub-category, 2013-15
- Cuts and shaving nicks are the most experienced minor injuries
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- Figure 3: Wounds/injuries experienced in the last 12 months, October 2015
- Purchase of products matches usage
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- Figure 4: First aid supplies used and purchased, October 2015
- Purchase is not planned
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- Figure 5: First aid shopping behaviours, October 2015
- Interest in plaster/bandage innovation is high
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- Figure 6: Interest in first aid product innovations, October 2015
- What we think
Issues and Insights
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- First aid purchases are rarely pre-planned
- The facts
- The implications
- Plaster innovations are sought after
- The facts
- The implications
- In-store experience could boost the category
- The facts
- The implications
The Market – What You Need to Know
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- Category shows decline in 2015
- Plasters keep the category afloat
- Convenience drives supermarkets and Boots
- End of baby boom may impact the market
Market Size and Forecast
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- 2015 shows dip in value
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- Figure 7: UK retail value sales of first aid products, at current and constant prices, 2010-20
- Innovation can boost the category
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- Figure 8: Best- and worst-case forecast of UK value sales of first aid products, 2010-20
Segment Performance
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- Plasters keep the category afloat
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- Figure 9: UK retail value sales of first aid products, 2014-15
- Insect repellents impacted by health concerns and other categories
Channels to Market
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- Supermarkets and Boots perform well
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- Figure 10: UK retail value sales of first aid products, by outlet type, 2014-15
Market Drivers
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- Babies and children’s market will be impacted
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- Figure 11: Trends in the age structure of the UK population, 2010-20
- Shopping experience could be catered to older people
- Bigger households see a rise
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- Figure 12: UK households, by size, 2010-20
- Usage of massage therapies is high
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- Figure 13: Any usage of complementary and alternative treatments and remedies in the past, by gender, September 2015
- DIY spending sees rise
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- Figure 14: Home improvements planned for the next 12 months, March 2015
- Baby boomers lead an active lifestyles
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- Figure 15: Participation in in-home or individual fitness activities in the last 12 months, by generation, December 2014
Key Players – What You Need to Know
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- Recorded advertising spend and NPD show a decline
- New products could boost the market
- Brands overtake own-label
Brand Communication and Promotion
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- Decline in advertising spend
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- Figure 16: Recorded above-the-line, online display and direct mail total advertising expenditure on the first aid category, 2013-2015
- Driving educational campaigns
- Collaboration opportunities
- Emotional vs functional angle
- Coverage/methodology clarification
Launch Activity and Innovation
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- Decline in innovation
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- Figure 17: Launch activity in the first aid category, by sub-category, 2013-15
- Insect repellents may continue to be a focus
- 2015 sees innovation in waterproof plasters
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- Figure 18: Examples of waterproof plaster and dressings, 2015
- Intelligent plasters could be the future
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- Figure 19: Stretchable hydrogel electronics, MIT, 2015
- New products were a greater focus in 2015
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- Figure 20: Launch activity in the first aid category by launch type, 2013-15
- Smart thermometer innovations
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- Figure 21: Kinsa smart ear thermometer (2015) and Withings Thermo (2016)
- Skin claims are prominent
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- Figure 22: Top 10 claims in the first aid category by 2015, 2013-15
- Ease-of-use sees marked rise
- Brands overtake own-label in 2015
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- Figure 23: Launch activity by branded vs own-label, 2013-2015
- Figure 24: Branded launches in 2015
- Lack of a leading innovator in the category
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- Figure 25: Launch activity by top ultimate companies and other, 2015
Market Share
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- Own-label declines in value in dressings sector
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- Figure 26: Brand shares in first aid dressings segment, years ending October 2014 and 2015
- Dettol and Savlon continue to lead in antiseptic sector
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- Figure 27: Brand shares in antiseptic segment, years ending October 2014 and 2015
The Consumer – What You Need to Know
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- Minor cuts are most common
- Shaving nicks offer NPD opportunities
- Purchase responsibility jumps in 25-34s
- Purchase matches usage
- High interest in plaster/bandage innovations
Experience of Wounds/Injuries
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- Minor cuts are most experienced injury
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- Figure 28: Wounds/injuries experienced in the last 12 months, October 2015
- Men experience shaving nicks
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- Figure 29: Experience of shaving nicks in the home in the last 12 months, by age and gender, October 2015
Purchase of First Aid Supplies
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- Women are primary purchasers
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- Figure 30: Responsibility for purchase of first aid supplies, by gender, October 2015
- Purchase responsibility jumps in 25-34s
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- Figure 31: Responsibility for purchase of first aid supplies, by age, October 2015
- Purchase matches usage
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- Figure 32: First aid supplies used and purchased, October 2015
- Few people stock up
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- Figure 33: First aid shopping behaviours, October 2015
- Little preparation before purchase
- Own-label is popular
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- Figure 34: Attitudes towards shopping for first aid supplies, October 2015
- Simplifying the shopping experience
Interest in First Aid Innovations
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- Plaster/bandage innovations garner the most interest
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- Figure 35: Interest in first aid product innovations, October 2015
- Using emojis in instructions
- First aid on-the-go
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Abbreviations
- Fan chart forecast
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