Table of Contents
Executive Summary
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- The market
- The market shows a decline in value in 2019
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- Figure 1: Best- and worst-case forecast of UK value sales of first aid products, 2014-2024
- Companies and brands
- Own-label remains competitive
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- Figure 2: NPD in the first aid category by branded vs own-label, 2016-Oct 2019
- Elastoplast dominates first aid dressings market
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- Figure 3: Brand shares in first aid dressings segment, year ending November 2019
- Lack of advertising reduces sales of Jungle Formula and Savlon
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- Figure 4: Brand shares in antiseptic segment, year ending November 2019
- The consumer
- Seniors drive experience of minor nicks/cuts
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- Figure 5: Wounds/injuries experienced, October 2019
- Convenience is key
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- Figure 6: Usage of plaster, dressing and bandage first aid products, October 2019
- Interest in performance-related benefits is high
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- Figure 7: Interest in plaster innovations, October 2019
- Eco-trends may impact antiseptic wipes
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- Figure 8: Usage of antiseptic creams, antiseptic liquids, burn relief and insect repellent, October 2019
- Opportunities to educate consumers online
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- Figure 9: Behaviours related to first aid, October 2019
- What we think
Issues and Insights
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- Performance-related benefits could boost spend
- The facts
- The implications
- Brands need to take eco-friendly claims down to the product level
- The facts
- The implications
- Engage with consumers online
- The facts
- The implications
The Market – What You Need to Know
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- Value of the first aid category declines in 2019
- Bandages see growth whilst insect repellents decline
- Savvy shopping behaviours impact the category
- Ageing population provides opportunities
- Cater to a more diverse market
- Healthy lifestyles impact injuries
Market Size and Forecast
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- 2019 sees a significant decline
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- Figure 10: UK retail value sales of first aid products, at current and constant prices, 2014-2024
- NPD will benefit the category
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- Figure 11: Best- and worst-case forecast of UK value sales of first aid products, 2014-2024
- Forecast methodology
Market Segmentation
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- Holidays impact insect repellent sales
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- Figure 12: UK retail value sales of first aid products, 2018-2019
- Active lifestyles may drive purchase of bandages
Channels to Market
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- Grocery multiples hit by discounters and online
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- Figure 13: UK Retail value sales of first aid products, by outlet type, 2018-2019
- Challenging retail climate impacts chemists
Market Drivers
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- Ageing population provides opportunities
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- Figure 14: Trends in the age structure of the UK population, 2014-2024
- Trendy plasters could appeal to teens and tweens
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- Figure 15: Me4Kidz Metallic Tattoo Bandages, 2018
- A&E emergencies have risen
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- Figure 16: A&E attendances, by age group, 2017/18 – 2018/19
- Plaster brands should cater to a more diverse market
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- Figure 17: Change in UK’s ethnic groups, England and Wales, 2001-2011
- Hair removal is on the rise
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- Figure 18: Hair removal areas by body and face (nets), June 2016 and June 2018
- Facial plasters can be fun
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- Figure 19: Starface hydro-stars hydrocolloidal pimple patches, 2019
- Sports participation offers opportunities
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- Figure 20: Top five most-played sports, July 2018- July 2019
- Healthy lifestyle aspirations drive cooking from scratch
- DIY activities increase
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- Figure 21: Where consumers look for information, by generation, march 2019
- Growth in number of holidays taken is slowing
Companies and Brands – What You Need to Know
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- Own-label takes large proportion of market share
- NPD declines
- The environment is an increasing area of focus
- Own-label leads NPD
- Advertising spend grows
- First aid advertising targets active lifestyles
Market Share
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- Elastoplast maintains its market position in dressings
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- Figure 22: Brand shares in first aid dressings segment, years ending November 2018 and 2019
- Comforting and safety claims appeal to parents
- Decline in advertising spend impacts big brands
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- Figure 23: Brand shares in antiseptic segment, years ending November 2018 and 2019
- Own-label dominates first aid segments
Launch Activity and Innovation
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- NPD is in decline
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- Figure 24: New product development in the first aid category, by sub-category, January 2016-October 2019
- Plasters get more innovative
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- Figure 25: Superdrug gentle healing advanced silicone plasters, 2019
- Hospital grade technology could hit stores
- Insect repellent NPD taps into consumer concerns
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- Figure 26: Examples of NPD in insect repellents with natural ingredients, 2019
- Figure 27: Zap-It! Mosquito patch, 2019
- New varieties and range extensions regain focus
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- Figure 28: New product development in the first aid category by launch type, January 2016-October 2019
- Figure 29: Scholl party feet sore spot cushions, 2019
- NPD in packaging featured more in 2018
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- Figure 30: Examples of first aid new packaging launches, 2018
- Ethical claims are a top consideration
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- Figure 31: Top 10 claims in the first aid category by 2018, 2016 – October 2019
- Figure 32: Tesco First Aid Kit, 2019
- Sustainability should go down to the product level
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- Figure 33: Pyramid biodegradable insect repellent wipes, 2019
- Time/speed claim experiences the highest growth
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- Figure 34: Alfasilver first aid with silver ions for wound treatment, 2019
- Tackling skin claims could add value
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- Figure 35: SOS solution for bites, 2019
- Own-label continues to be competitive
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- Figure 36: NPD in the first aid category by branded vs own-label, 2016-Oct 2019
- Figure 37: Examples of own-label first aid product launches, 2019
- Tesco is leading NPD
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- Figure 38: NPD in the first aid category, by top ultimate companies and other, 2018
- Figure 39: Examples of Tesco product launches, 2018
- Beiersdorf invests in Elastoplast
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- Figure 40: Examples of NPD by Beiersdorf, 2018 and 2019
- Boots invests in insect repellents
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- Figure 41: Examples of Boots insect repellent product launches, 2019
- Figure 42: Boots first aid travel kits, 2018
Advertising and Marketing Activity
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- First aid sees an increase in advertising spend
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- Figure 43: Recorded above-the-line, online display and direct mail total advertising expenditure on the first aid category, January 2015 to October 2019
- Educational campaigns have seen more of a push
- Sudocrem sees advertising push
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- Figure 44: Recorded above-the-line, online display and direct mail total advertising expenditure on the first aid category by top companies and other, 2018
- Figure 45: Sudocrem ‘soothing families’ advertisement, April 2019
- First aid brands target active lifestyles
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- Figure 46: Compeed ‘keeps you on track’ campaign, 2019
- Figure 47: Elastoplast #GetUpAgain campaign, April 2019
- Nielsen Ad Intel coverage
The Consumer – What You Need to Know
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- Seniors drive experience of minor nicks/cuts
- Blister plaster brands need to move with the trends
- Convenience is key
- Interest in performance-related benefits is high
- Environmental concerns are becoming more widespread
- Opportunities to educate consumers online
Experience of Wounds/Injuries
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- Plaster brands should target seniors
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- Figure 48: Wounds/injuries experienced, October 2019
- Experience of insect bites could be impacted by holidays
- Blister plaster brands need to extend their offerings
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- Figure 49: Experience of blisters, by age and gender, October 2019
- Active lifestyles drive injuries in young people
Usage of Plasters, Dressings and Bandages
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- Convenience is important
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- Figure 50: Usage of plaster, dressing and bandage first aid products, October 2019
- Use of blister-specific plasters/patches is low
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- Figure 51: Types of plasters used by experience of blisters, October 2019
- Poor consumer understanding of hydrocolloid drives down usage
- Usage of plasters lower amongst men
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- Figure 52: Usage of types of plasters, by gender, October 2019
- Young consumers drive growth in sports bandages
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- Figure 53: Usage of bandage products, by age, October 2019
Interest in Plaster Innovations
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- Performance-related benefits are important
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- Figure 54: Interest in plaster innovations, October 2019
- Visual triggers can highlight efficacy
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- Figure 55: Band-aid hydro-seal, 2019
- Wearable technology has a place in plasters
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- Figure 56: Any interest in smart plasters and electric plasters, by age, October 2019
- Customisation is appealing
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- Figure 57: HeltiQ skin coloured bandages, 2018
- Fragranced plasters could provide link to wellness
- Environmental focus reaches plasters
Usage of Other First Aid Products
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- Antiseptic creams can tap into trend for natural ingredients
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- Figure 58: Usage of antiseptic product and insect repellents, October 2019
- Environmental concerns could impact use of antiseptic wipes
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- Figure 59: Biodegradable insect repellent wipes, 2019
- Multi-purpose antiseptic products offer convenience
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- Figure 60: Usage of specialised vs general treatments, by experience of minor burns or insect bites/stings in the last 12 months, October 2019
First Aid Behaviours
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- Majority store first aid products
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- Figure 61: Behaviours related to first aid, October 2019
- Space concerns could be an issue for city dwellers
- First aid kits with a purpose could appeal
- Compact products for parents
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- Figure 62: Carrying of first aid products all the time, by parental status, October 2019
- NPD investment drives positive perception of own-label
- Reach out to consumers online
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- Forecast methodology
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