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First Aid - UK - February 2016

“The first aid category has shown a dip in value in 2015, driven by a decline in launch activity as well as reduced investment in recorded advertising spend. However with high interest in innovations in plasters/bandages, and current research showing the potential for smart bandages in the near future, NPD in the segment could boost the overall category in coming years.”
– Roshida Khanom, Senior Personal Care Analyst

This report discusses the following key topics:

  • First aid purchases are rarely pre-planned
  • Plaster innovations are sought after
  • In-store experience could boost the category

The first aid category has seen a dip in value in 2015, driven by a decline in NPD as well as a fall in recorded advertising spend. However, with high consumer interest in innovations in the plasters/bandages segment and recent research into smart technology particularly in bandages, the category could see growth driven by product development.

In addition, as consumers tend to buy when needed rather than plan purchases ahead of time, the retail environment could also be optimised to encourage spending.

This report covers the UK consumer market for first aid products, including products in the following categories:

  • antiseptic creams, sprays and wipes
  • antiseptic liquids/disinfectants, for personal use
  • bandages (support bandages, crêpe and cotton bandages and finger stalls)
  • adhesive plasters and dressings, including blister treatments
  • burn treatments
  • sting and bite relief products
  • first aid kits.

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
      • Executive Summary

          • Dip in value in 2015
            • 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
              • Figure 2: Launch activity in the first aid category, by sub-category, 2013-15
            • Cuts and shaving nicks are the most experienced minor injuries
              • Figure 3: Wounds/injuries experienced in the last 12 months, October 2015
            • Purchase of products matches usage
              • Figure 4: First aid supplies used and purchased, October 2015
            • Purchase is not planned
              • Figure 5: First aid shopping behaviours, October 2015
            • Interest in plaster/bandage innovation is high
              • Figure 6: Interest in first aid product innovations, October 2015
            • What we think
            • Issues and Insights

              • 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

                                • 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

                                        • 2015 shows dip in value
                                          • Figure 7: UK retail value sales of first aid products, at current and constant prices, 2010-20
                                        • Innovation can boost the category
                                          • Figure 8: Best- and worst-case forecast of UK value sales of first aid products, 2010-20
                                      • Segment Performance

                                        • Plasters keep the category afloat
                                          • Figure 9: UK retail value sales of first aid products, 2014-15
                                        • Insect repellents impacted by health concerns and other categories
                                        • Channels to Market

                                          • Supermarkets and Boots perform well
                                              • Figure 10: UK retail value sales of first aid products, by outlet type, 2014-15
                                          • Market Drivers

                                            • Babies and children’s market will be impacted
                                              • 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
                                                • Figure 12: UK households, by size, 2010-20
                                              • Usage of massage therapies is high
                                                • Figure 13: Any usage of complementary and alternative treatments and remedies in the past, by gender, September 2015
                                              • DIY spending sees rise
                                                • Figure 14: Home improvements planned for the next 12 months, March 2015
                                              • Baby boomers lead an active lifestyles
                                                • 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

                                              • Recorded advertising spend and NPD show a decline
                                                • New products could boost the market
                                                  • Brands overtake own-label
                                                  • Brand Communication and Promotion

                                                    • Decline in advertising spend
                                                      • 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

                                                            • Decline in innovation
                                                              • 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
                                                                • Figure 18: Examples of waterproof plaster and dressings, 2015
                                                              • Intelligent plasters could be the future
                                                                • Figure 19: Stretchable hydrogel electronics, MIT, 2015
                                                              • New products were a greater focus in 2015
                                                                • Figure 20: Launch activity in the first aid category by launch type, 2013-15
                                                              • Smart thermometer innovations
                                                                • Figure 21: Kinsa smart ear thermometer (2015) and Withings Thermo (2016)
                                                              • Skin claims are prominent
                                                                • 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
                                                                  • 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
                                                                  • Figure 25: Launch activity by top ultimate companies and other, 2015
                                                              • Market Share

                                                                • Own-label declines in value in dressings sector
                                                                  • Figure 26: Brand shares in first aid dressings segment, years ending October 2014 and 2015
                                                                • Dettol and Savlon continue to lead in antiseptic sector
                                                                  • Figure 27: Brand shares in antiseptic segment, years ending October 2014 and 2015
                                                              • The Consumer – What You Need to Know

                                                                • 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

                                                                          • Minor cuts are most experienced injury
                                                                            • Figure 28: Wounds/injuries experienced in the last 12 months, October 2015
                                                                          • Men experience shaving nicks
                                                                            • 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

                                                                          • Women are primary purchasers
                                                                            • Figure 30: Responsibility for purchase of first aid supplies, by gender, October 2015
                                                                          • Purchase responsibility jumps in 25-34s
                                                                            • Figure 31: Responsibility for purchase of first aid supplies, by age, October 2015
                                                                          • Purchase matches usage
                                                                            • Figure 32: First aid supplies used and purchased, October 2015
                                                                          • Few people stock up
                                                                            • Figure 33: First aid shopping behaviours, October 2015
                                                                          • Little preparation before purchase
                                                                            • Own-label is popular
                                                                                • Figure 34: Attitudes towards shopping for first aid supplies, October 2015
                                                                              • Simplifying the shopping experience
                                                                              • Interest in First Aid Innovations

                                                                                • Plaster/bandage innovations garner the most interest
                                                                                  • 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

                                                                                    • Data sources
                                                                                      • Abbreviations
                                                                                        • Fan chart forecast

                                                                                        Companies Covered

                                                                                        To learn more about the companies covered in this report please contact us.

                                                                                        First Aid - UK - February 2016

                                                                                        £1,995.00 (Excl.Tax)