Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Market sales soften due to foot care, future outlook is steady
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- Figure 1: Total US sales and fan chart forecast of first aid products, at current prices, 2011-2021
- Self-treating and ignoring expiration dates indicates low engagement
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- Figure 2: purchase habits related to self-healing and expiration dates, December 2016
- Importance of price indicates limited interest in brands, premium offerings
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- Figure 3: Purchase and shopping behaviors related to price, December 2016
- Need for a quick, consolidated shopping experience
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- Figure 4: Select attitudes toward first aid shopping experience, December 2016
- The opportunities
- Emphasize durability and functionality
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- Figure 5: Select first aid purchase influencers, any important (net), December 2016
- Market premium offerings to parents
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- Figure 6: Select parent attitudes toward first aid, December 2016
- What it means
The Market – What You Need to Know
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- First aid growth is flat in 2016, but growth is expected to stabilize
- First aid treatments and accessories drive category growth
- Importance of physical wellness, self-healing influence first aid sales
- Decline in births and increase in older populations could hinder demand
Market Size and Forecast
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- 2016 sees flat sales, future poses modest growth
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- Figure 7: Total US sales and fan chart forecast of first aid products, at current prices, 2011-2021
- Figure 8: Total US retail sales and forecast of first aid products, at current prices, 2011-21
Market Breakdown
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- First aid accessories and treatments see steady sales growth
- Muscle/body support and foot care device sales see volatility
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- Figure 9: Total US retail sales and forecast of first aid products, by segment, at current prices, 2011-21
- Supermarkets and other retailers steal share from drug store channel
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- Figure 10: Total US retail sales of first aid products, by channel, at current prices, 2011-16
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- Figure 11: Total US retail sales of first aid products, by channel, at current prices, 2014 and 2016
Market Perspective
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- Physical wellness is important to adults, supports sales
- Self-healing persists
Market Factors
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- Decline in family households, births could hamper first aid growth
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- Figure 12: Households, by presence of own children, 2006-16
- Figure 13: Number of births in the US, 2007-2015
- Growth of Baby Boomers/Swing Generation could hinder sales
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- Figure 14: Population by age, 2012-22
- Kids’ sedentary lifestyles lowers need for first aid
- Healthcare system woes could possibly feed first aid growth
Key Players – What You Need to Know
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- Johnson & Johnson, private label see strong growth
- Brands are winning by emphasizing functionality and value
- Some branded options and newer foot care devices struggle to keep up
- More functional packaging, new tech-related injuries on the horizon
Manufacturer Sales of First Aid
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- J&J, Mueller Sports Medicine, Implus lead brand growth
- Private label increases market share as consumers seek value
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- Figure 15: MULO sales of first aid, by leading companies, rolling 52-weeks 2015 and 2016
What’s Working?
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- Brands emphasizing durability and functionality
- Store brands embracing value and functionality
What’s Struggling?
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- Branded options struggle as private label grows
- Momentum slows for newer foot care devices
What’s Next?
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- New packaging and ingredients that enhance functionality
- Tech-related injuries opens up new market for muscle supports
The Consumer – What You Need to Know
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- Highest penetration seen in adhesive bandages, followed by antiseptics
- Consumers show signs of disengagement in first aid
- Function, durability, and price influence product purchases most
- Some guess which product to use, but not interested in assistance
- Pain relief is most sought benefit among skincare treatments
- Parents are proactive and willing to spend
First Aid Purchases
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- Adhesive bandages are signature first aid item
- Antiseptic and wound products purchased by many, but less frequently
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- Figure 16: First aid products purchased, December 2016
- Products for serious injuries purchased more by parents, fathers
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- Figure 17: Select first aid products purchased (net), by parental status by gender, December 2016
- Presence of kids, openness to innovation drive younger generations
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- Figure 18: Select first aid products purchased (net), by generation, December 2016
- Youth, physical labor drive Hispanic purchases
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- Figure 19: First aid products purchased (net), by Hispanic origin, December 2016
Purchase Habits
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- Many consumers are disengaged…
- …yet some keep first aid on hand whenever they go out
- Store brands are well perceived in first aid
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- Figure 20: First aid purchase habits, December 2016
- Older consumers budget focused, less engaged
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- Figure 21: Select first aid purchase habits, by generation, December 2016
- Parents are more engaged in first aid
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- Figure 22: Select first aid purchase habits, by parental status, December 2016
- Avoidance of healthcare professionals drive Hispanics engagement
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- Figure 23: Select first aid purchase habits, by Hispanic origin, December 2016
Purchase Influencers
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- Durability and functionality drive first aid purchases
- Price is key for first aid shoppers
- Product appearance, reviews, and recommendations are secondary
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- Figure 24: First aid purchase influencers, December 2016
- Regardless of age, consumers prioritize durability and functionality
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- Figure 25: Select first aid purchase influencers, any important (net), by generation, December 2016
- Parents’ high engagement prompts purchase influencer importance
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- Figure 26: Select first aid purchase influencers, any important (net), by parental status by gender, December 2016
- Hispanics more influenced by recommendations, brand
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- Figure 27: Select first aid purchase influencers, any important (net), by Hispanic origin, December 2016
Shopping Experience
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- Quick, consolidated trips are preferred
- Despite guessing, many not interested in assistance
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- Figure 28: Attitudes toward first aid shopping experience, December 2016
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- Figure 29: First aid shopping experience attitudes, by bunion treatments purchased (net), December 2016
- Younger generations more interested in kits, employee assistance
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- Figure 30: Select attitudes toward first aid shopping experience, by generation, December 2016
- Parents seek more guidance
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- Figure 31: Select attitudes toward first aid shopping experience, by parental status, December 2016
- Some Hispanics appreciate knowledgeable staff, may spend more time
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- Figure 32: Attitudes toward first aid shopping experience, by Hispanic Origin, December 2016
Product Benefits
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- Pain relief most sought benefit amid desire for functionality
- Skin benefits of secondary interest
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- Figure 33: Interest in added benefits, December 2016
- Generational differences are minimal as function reigns supreme
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- Figure 34: Interest in added benefits, rank 1, by generation, December 2016
- Elevated interest in natural claims among parents
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- Figure 35: Interest in added benefits, rank 1, by parental status, December 2016
Parents’ Attitudes toward First Aid
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- Nearly half of parents are proactive with first aid readiness
- Opportunity to market first aid products when kids start activities
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- Figure 36: Parents’ attitudes toward first aid, December 2016
- More children equals more injuries
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- Figure 37: Parents’ attitudes toward first aid, by number of children under 18 in the household, December 2016
- Hispanic parents less willing to spend
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- Figure 38: Parent attitudes toward first aid, by Hispanic origin, December 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – Market
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- Figure 39: Total US sales and forecast of first aid products, at inflation-adjusted prices, 2011-21
- Figure 40: Total US retail sales of first aid products, by segment, at current prices, 2014 and 2016
- Figure 41: Total US retail sales and forecast of first aid accessories, at current prices, 2011-21
- Figure 42: Total US retail sales and forecast of foot care devices, at current prices, 2011-21
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- Figure 43: Total US retail sales and forecast of muscle/body support devices, at current prices, 2011-21
- Figure 44: Total US retail sales and forecast of first aid treatments, at current prices, 2011-21
- Figure 45: US supermarket sales of first aid products, at current prices, 2011-16
- Figure 46: US drug store sales of first aid products, at current prices, 2011-16
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- Figure 47: US sales of first aid products through other retail channels, at current prices, 2011-16
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Appendix – Key Players
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- Figure 48: MULO sales of first aid accessories, by leading companies and brands, rolling 52 weeks 2015 and 2016
- Figure 49: MULO sales of first aid treatments, by leading companies and brands, rolling 52 weeks 2015 and 2016
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- Figure 50: MULO sales of foot care devices, by leading companies and brands, rolling 52 weeks 2015 and 2016
- Figure 51: MULO sales of muscle/body support devices, by leading companies and brands, rolling 52 weeks 2015 and 2016
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