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First Aid - UK - October 2013

“The first aid category has remained stagnant and shown small incremental declines in value sales since 2008. The driving forces behind this are a combination of stiff competition from own-label brands, low investment in advertising and brand communication, as well as low consumer confidence in treating other people’s wounds/injuries.”

– Roshida Khanom, OTC and Personal Care Analyst

Some questions answered in this report include:

  • Why has the category struggled to grow in value?
  • Which consumer groups provide opportunities to the market?
  • How can the market encourage people to treat themselves?
  • How do people feel about shopping in this category?

The first aid category has seen a decline in value sales since 2008, and although growth is predicted in 2013 (driven by increased investment in advertising), long-term decline is likely unless the market responds to consumer needs. Encouraging people to self-treat and treat others is key in this market, as although consumers show confidence in treating themselves, confidence in treating others is much lower.

With growth in the population of the oldest and youngest demographics predicted, encouraging parents to treat wounds/injuries on their children and elderly people to treat themselves rather than seek medical advice are key to boosting the market. Although there is little in new product development in the market, with own-label launches outnumbering branded launches, manufacturers could do more to advertise existing products and innovations.

Definitions

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
antihistamines.

Excluded
Value figures throughout this report are at retail selling prices (rsp) unless otherwise stated. Market sizes at constant 2013 prices are calculated using Mintel’s Chemist Goods deflator.
Crown copyright material is reproduced with the permission of the Controller of HMSO and the Queen’s Printer for Scotland.

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Best- and worst-case forecast for UK retail value sales of first aid products, 2008-18
            • Market factors
              • Companies, brands and innovation
                • Figure 2: Branded and own-label product launches within first aid, 2009-13
                • Figure 3: Main media advertising expenditure on first aid products, 2009-13
              • The consumer
                • Figure 4: Injuries experienced in the past six months, August 2013
                • Figure 5: Household management of first aid products, August 2013
              • What we think
              • Issues in the Market

                  • Why has the category struggled to grow in value?
                    • Which consumer groups provide opportunities to the market?
                      • How can the market encourage people to treat themselves?
                        • How do people feel about shopping in this category?
                        • Trend Application

                            • Trend: Transumers
                              • Trend: Survival Skills
                                • Mintel Futures: Generation Next
                                • Market Drivers

                                  • Key points
                                    • Rise in A&E attendances
                                      • Figure 6: A&E attendances, by age g and gender, 2010/11 and 2011/12
                                    • More women admitted to A&E
                                      • Fewer serious accidents in the workplace
                                        • Figure 7: Estimated cases of self-reported non-fatal injury among people who worked in the last 12 months, by absence duration, 2006/07-2011/12
                                      • Rise in the youngest and oldest demographics
                                        • Figure 8: Trends in the age structure of the UK population, by gender, 2008 -18
                                    • Who’s Innovating?

                                      • Key points
                                        • Own-label launches make up the majority of new launches since 2011
                                          • Figure 9: Branded and private label launches within first aid, 2009-13
                                          • Figure 10: Own-label launches aimed at children, 2012-August 2013
                                          • Figure 11: Examples of different priced own-label first aid products, January 2012-August 2013
                                        • New launches by company
                                          • Figure 12: Product launches within first aid, by company, 2009-13
                                          • Figure 13: Boots launches in first aid, year to August 2013
                                        • Opportunities for speed claims
                                          • Figure 14: Top product launch claims in first aid, 2009-13
                                          • Figure 15: Examples of products claiming ease of use or time/speed, 2012/13
                                        • Focus on allergies
                                          • Majority of new launches are line extensions
                                            • Figure 16: Product launches in first aid, by launch type, January-August 2013
                                          • Plasters/bandages make up the majority of first aid launches
                                            • Figure 17: Branded and own-label launches of plasters and bandages, 2009-13
                                            • Figure 18: Product launches in plasters and bandages, by company, 2009-13
                                        • Market Size and Forecast

                                          • Key points
                                            • Decline in the market driven by low advertising spend
                                              • Figure 19: UK retail value sales of first aid products, at current and constant prices, 2008-18
                                            • The future
                                              • Figure 20: Best- and worst-case forecast for UK retail value sales of first aid products, 2008-18
                                            • Forecast methodology
                                            • Segment Performance

                                              • Key points
                                                • Rise in prices of antiseptic liquids driving growth
                                                  • Figure 21: UK retail value sales of first aid products, by sector, years ending August 2012 and August 2013
                                              • Market Share

                                                • Key points
                                                  • Elastoplast, Savlon and Dettol are the market leaders
                                                    • Figure 22: Brand shares of first aid category, years ending July 2012 and July 2013
                                                • Companies and Products

                                                  • Boots
                                                      • Figure 23: Product launches by Boots, January-August 2013
                                                    • Beiersdorf
                                                        • Figure 24: Product launches by Beiersdorf in first aid, January-August 2013
                                                      • Tesco
                                                          • Figure 25: Product launches by Tesco, January-August 2013
                                                        • Reckitt Benckiser
                                                          • Omega Pharma
                                                              • Figure 26: New products launched by Omega Pharma, January-August 2013
                                                            • Other companies
                                                              • Johnson & Johnson
                                                                • Bayer
                                                                  • Figure 27: New product launched by Bayer, January-August 2013
                                                              • Brand Communication and Promotion

                                                                • Key points
                                                                  • Decline in overall advertising spend
                                                                    • Figure 28: Trend in advertising spend, 2009-13
                                                                  • Internet shows potential
                                                                    • Figure 29: Main media advertising expenditure on first aid products, by media type, , January-July 2013
                                                                    • Figure 30: Main media advertising expenditure on first aid products, by company, January-July 2013
                                                                • Channels to Market

                                                                  • Key points
                                                                    • Boots continues to grow, whilst other chemists decline in value
                                                                      • Figure 31: UK estimated retail value sales of first aid products, by channel, 2011 and 2012
                                                                  • The Consumer – Wounds/Injuries Experienced

                                                                    • Key points
                                                                      • Young people are more accident-prone
                                                                        • Figure 32: Injuries experienced in the past six months, August 2013
                                                                      • Parents and children
                                                                        • High-risk groups offer opportunities
                                                                          • Figure 33: Lifestyles of people who have suffered from a wound/injury in the last six months, August 2013
                                                                      • The Consumer – Management of First Aid Supplies

                                                                        • Key points
                                                                          • Older people and those with children are most prepared
                                                                            • Figure 34: First aid products present in the household, August 2013
                                                                          • Positioning muscle supports as a preventative measure
                                                                            • Management of first aid supplies
                                                                              • Figure 35: Household management of first aid products, August 2013
                                                                            • Few people keep check of their supplies
                                                                            • The Consumer – Shopping for First Aid Supplies

                                                                              • Key points
                                                                                • Women are the main buyers of first aid products
                                                                                  • Figure 36: Main purchaser of first aid products, by gender, August 2013
                                                                                • Long shelf lives are hindering repurchase
                                                                                  • Figure 37: Timing of last purchase of selected first aid products, August 2013
                                                                                • Those who have more accidents shop more often
                                                                                  • Traditional bandages are preferred
                                                                                    • Price plays an important role
                                                                                      • Figure 38: Selected habits about shopping for first aid products, August 2013
                                                                                  • The Consumer – Attitudes towards First Aid

                                                                                    • Key points
                                                                                      • Low confidence in treating other people
                                                                                        • Figure 39: Attitudes towards first aid, August 2013
                                                                                      • Bring back the expert touch
                                                                                        • Encouraging first aid training
                                                                                          • Figure 40: Attitudes towards doing a first aid course, August 2013
                                                                                      • Appendix – Segment Performance

                                                                                          • Figure 41: UK retail unit sales of first aid products, by sector, years ending August 2012 and August 2013
                                                                                      • Appendix – The Consumer – Wounds/Injuries Experienced

                                                                                          • Figure 42: Wounds/injuries experienced, August 2013
                                                                                          • Figure 43: Wounds/injuries experienced, by demographics, August 2013
                                                                                          • Figure 44: Wounds/injuries experienced, by demographics, August 2013 (continued)
                                                                                          • Figure 45: Wounds/injuries experienced, by demographics, August 2013 (continued)
                                                                                          • Figure 46: Repertoire of wounds/injuries experienced, by demographics, August 2013
                                                                                          • Figure 47: Lifestyle statements, August 2013
                                                                                          • Figure 48: Lifestyle statements, by demographics, August 2013
                                                                                          • Figure 49: Lifestyle statements, by demographics, August 2013 (continued)
                                                                                          • Figure 50: Lifestyle statements, by demographics, August 2013 (continued)
                                                                                          • Figure 51: Wounds/injuries experienced, by lifestyle statements, August 2013 (continued)
                                                                                          • Figure 52: Wounds/injuries experienced, by lifestyle statements, August 2013
                                                                                          • Figure 53: Wounds/injuries experienced, by other lifestyle statements, August 2013
                                                                                      • Appendix – The Consumer – Management of First Aid Supplies

                                                                                          • Figure 54: First aid products present in the household, August 2013
                                                                                          • Figure 55: First aid products present in the household, by demographics, August 2013
                                                                                          • Figure 56: First aid products present in the household, by demographics, August 2013 (continued)
                                                                                          • Figure 57: First aid products present in the household, by demographics, August 2013 (continued)
                                                                                          • Figure 58: First aid products present in the household, by wounds/injuries experienced, August 2013
                                                                                          • Figure 59: First aid products present in the household, by wounds/injuries experienced, August 2013 (continued)
                                                                                          • Figure 60: First aid products present in the household, by wounds/injuries experienced, August 2013 (continued)
                                                                                          • Figure 61: Household management of first aid products, August 2013
                                                                                          • Figure 62: Household management of first aid products, by demographics, August 2013
                                                                                          • Figure 63: Household management of first aid products, by demographics, August 2013 (continued)
                                                                                      • Appendix – The Consumer – Shopping for First Aid Supplies

                                                                                          • Figure 64: Main purchaser of first aid products, August 2013
                                                                                          • Figure 65: Main purchaser of first aid products, by demographics, August 2013
                                                                                          • Figure 66: Timing of last purchase of first aid products, August 2013
                                                                                          • Figure 67: Timing of last purchase of any first aid products, by demographics, August 2013
                                                                                          • Figure 68: Timing of last purchase of dressings, by demographics, August 2013
                                                                                          • Figure 69: Timing of last purchase of plasters, by demographics, August 2013
                                                                                          • Figure 70: Timing of last purchase of cotton balls/swabs, by demographics, August 2013
                                                                                          • Figure 71: Timing of last purchase of antiseptic creams/sprays/wipes/ointments, by demographics, August 2013
                                                                                          • Figure 72: Timing of last purchase of personal thermometer, by demographics, August 2013
                                                                                          • Figure 73: Timing of last purchase of gauze swab/gauze dressing, by demographics, August 2013
                                                                                          • Figure 74: Timing of last purchase of first aid tape products, by demographics, August 2013
                                                                                          • Figure 75: Timing of last purchase of muscle supports, by demographics, August 2013
                                                                                          • Figure 76: Timing of last purchase of liquid/spray-on bandages, by demographics, August 2013
                                                                                          • Figure 77: Timing of last purchase of regular bandages, by demographics, August 2013
                                                                                          • Figure 78: Timing of last purchase of burn relief, by demographics, August 2013
                                                                                          • Figure 79: Timing of last purchase of sting relief, by demographics, August 2013
                                                                                          • Figure 80: Timing of last purchase of first aid kits products, by demographics, August 2013
                                                                                      • Appendix – The Consumer – Attitudes towards First Aid

                                                                                          • Figure 81: Attitudes towards first aid, August 2013
                                                                                          • Figure 82: Attitudes towards first aid, by demographics, August 2013
                                                                                          • Figure 83: Attitudes towards first aid, by demographics, August 2013 (continued)
                                                                                          • Figure 84: Attitudes towards first aid, August 2013
                                                                                          • Figure 85: Attitudes towards doing a first aid course, by demographics, August 2013
                                                                                          • Figure 86: Attitudes towards doing a first aid course, by wounds/injuries experienced, August 2013
                                                                                          • Figure 87: Attitudes towards doing a first aid course, by wounds/injuries experienced, August 2013 (continued)
                                                                                          • Figure 88: Attitudes towards doing a first aid course, by wounds/injuries experienced, August 2013 (continued)

                                                                                      Companies Covered

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

                                                                                      First Aid - UK - October 2013

                                                                                      £1,995.00 (Excl.Tax)