US First Aid Market Report 2020
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Providing the most comprehensive and up-to-date information and analysis of the First Aid – US market including the behaviours, preferences and habits of the consumer.
What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?
First aid items are a staple in homes that want to be prepared for routine cuts and scrapes. This category has traditionally been driven by value, with sales trending flat. However, the COVID-19 pandemic is encouraging consumers to protect their health and wellness more than ever before; thus, this category is experiencing some surges of interest – particularly when it comes to disinfecting and protective products such as antiseptic ointments, masks and gloves. For homebound consumers, being prepared for emergencies is more important than ever, particularly if medical care is difficult to find or risky to seek out. However, higher sales were not found across all categories of first aid, and it will prove difficult for brands to maintain this interest going forward.
Written by Marissa Gilbert, a leading analyst in the Health & Wellness sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
Although all consumers have purchased some type of first aid product, the category has lacked excitement and significant sales growth for some time. The intense focus on health created by the pandemic has changed that for the category in 2020. First aid companies should take advantage of this moment to innovate and reach traditionally less-engaged audiences who are currently thinking more about health.
Marissa Gilbert
Associate Director, US Reports – Health and Wellness
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