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First Aid - US - December 2013

“The first aid market is expected to grow steadily into 2018. To accelerate market growth, companies should focus on the needs of aging consumers, better engage with low-product usage groups like Blacks and Hispanics, and encourage consumers to be more prepared to treat injuries, especially on-the-go.”

– Gabriela Elani, Home & Personal Care Analyst

This report looks at the following areas:

  • Focus on needs of aging consumers
  • Increase outreach to Blacks and Hispanics
  • Encourage greater consumer preparedness, especially on-the-go

Total US retail sales for the first aid products market are $3.1 billion in 2013. The market was largely untouched by the recession and subsequent recovery years. This is due to first aid staples, such as adhesive bandages and antiseptic treatments, having a high incidence of household use due to consumers needing treatment options for minor wounds and injuries. Category growth in the coming years will continue to be driven by this need. 

Though the market is growing, expanding usage occasions and getting consumers to spend more on products is a challenge because this is a commodity category for most consumers. Private label is the top player in two out of the three product segments because consumers are mainly shopping by price. Consumers are also not using products beyond when they need to treat wounds/injuries and aren’t looking for new product benefits. Addressing the needs of aging consumers who are using products such as muscle/joint support devices at increased rates and focusing on on-the-go preparedness are two strong opportunities for the category.

The key topics of focus for the 2013 report include understanding consumers’ incidence of wounds/injuries in the past six months, along with their current first aid product use and shopping behaviors. In addition, this report will explore what types of opportunities exist for companies and brands to grow consumers’ current first aid product repertoire and how brands can encourage consumers to be more prepared for potential first aid needs both inside and outside the home.

Mintel defines the US first aid market as consisting of the following product categories:

  • First aid accessories: bandages and medical tape, cotton balls, gauze, personal thermometers, first aid kits
  • First aid treatments: ointments and antiseptics for the treating external injuries and wounds, includes antibiotic ointments
  • Muscle/joint support devices: narrowly defined as products typically sold in drugstores that provide support for joints or muscles as they heal from sprains, strains, or other injuries. Includes joint, back, and neck support devices, elastic wraps, sports tape/wraps, finger splints, slings, etc.

This report excludes the following products:

  • Anti-itch and insect first aid products (covered in Mintel’s Medicated Skincare—US, December 2012 report)
  • Heat/ice packs (covered in Mintel’s Analgesics—US, July 2013 report)
  • Smelling salts

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • The market
                        • Figure 1: Total US retail sales and fan chart forecast of first aid products, at current prices, 2008-18
                      • Market factors
                        • Aging population will impact market
                          • Better engagement of Blacks and Hispanics could help market
                            • Segment performance
                              • Figure 2: Total US retail sales and forecast of first aid products, by segment, at current prices, 2010-15
                            • Market players
                              • Figure 3: Share of MULO sales of first aid products, by leading companies, 2013
                            • The consumer
                              • Paper and shaving cuts most common wound/injury
                                • Figure 4: Incidence of any personal injury, by gender and age, September 2013
                              • Adhesive bandages, cotton balls/swabs, and antiseptic treatments most common products
                                • Consumers don’t have strong preference between branded or private label products
                                  • Figure 5: Shopping for first aid products, September 2013
                                • Most not prepared for wounds/injuries when on the go
                                  • What we think
                                  • Issues and Insights

                                      • Focus on needs of aging consumers
                                        • Issues
                                          • The implications
                                            • Increase outreach to Blacks and Hispanics
                                              • Issues
                                                • The implications
                                                  • Encourage greater consumer preparedness, especially on-the-go
                                                    • Issues
                                                      • The implications
                                                      • Trend Application

                                                          • Trend: Transumers
                                                            • Trend: Mood to Order
                                                              • Mintel Futures: Old Gold
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • First aid market continuing to grow
                                                                    • Sales and forecast of first aid products
                                                                      • Figure 6: Total US retail sales and forecast of first aid products, at current prices, 2008-18
                                                                      • Figure 7: Total US retail sales and forecast of first aid products, at inflation-adjusted prices, 2008-18
                                                                    • Fan chart forecast
                                                                        • Figure 8: Total US retail sales and fan chart forecast of first aid products, at current prices, 2008-18
                                                                    • Market Drivers

                                                                      • Key points
                                                                        • Aging population will impact on first aid market
                                                                          • Figure 9: Population, by age, 2008-18
                                                                        • Number of households with children declining
                                                                          • Figure 10: Households, by presence of own children, 2002-12
                                                                        • Seasons have impact on market
                                                                          • Better engagement of Hispanics and Blacks could help market
                                                                            • Figure 11: Population, by race and Hispanic origin, 2008-18
                                                                        • Segment Performance

                                                                          • Key points
                                                                            • First aid accessories top the market
                                                                              • Figure 12: Segment share of total US retail sales of first aid products, 2013
                                                                              • Figure 13: Total US retail sales and forecast of first aid accessories, at current prices, 2008-13
                                                                            • First aid treatments enjoy steady growth
                                                                              • Figure 14: Total US retail sales and forecast of first aid treatments, at current prices, 2008-13
                                                                            • Strong growth expected for muscle/joint support devices segment
                                                                              • Figure 15: Total US retail sales and forecast of muscle/joint support devices, at current prices, 2008-13
                                                                          • Retail Channels

                                                                            • Key points
                                                                              • Most purchases take place through “other retail channels”
                                                                                • Drug stores also account for strong portion of category sales
                                                                                  • Sales of first aid products, by channel
                                                                                    • Figure 16: Total US retail sales of first aid products, by channel, at current prices, 2011-13
                                                                                    • Figure 17: Total US retail sales of first aid products, by channel, at current prices, 2008-13
                                                                                • Leading Companies

                                                                                  • Key points
                                                                                    • Private label and Johnson & Johnson have strongest presence
                                                                                      • 3M sees success with muscle/joint support devices
                                                                                        • MULO manufacturer sales of first aid products
                                                                                          • Figure 18: MULO sales of first aid products, by leading companies, 2012 and 2013
                                                                                      • Brand Share – First Aid Accessories – Bandages, Cotton Balls/Swabs, Tape, and Gauze

                                                                                        • Key points
                                                                                          • Private label leads sales of first aid accessories
                                                                                            • Johnson & Johnson struggles except for standard Band-Aid line
                                                                                              • 3M sees success with Nexcare product line
                                                                                                • MULO sales of first aid accessories: bandages, cotton balls/swabs, tape, and gauze
                                                                                                  • Figure 19: MULO sales of first aid accessories: bandages, cotton balls/swabs, tape, and gauze, by leading companies, 2012 and 2013
                                                                                              • Brand Share – First Aid Accessories – First Aid Kits and Thermometers

                                                                                                • Key points
                                                                                                  • Private label top player
                                                                                                    • Helen of Troy see success with Vicks products
                                                                                                      • Declining Red Cross sales results in struggle for Johnson & Johnson
                                                                                                        • MULO sales of first aid accessories: first aid kits and thermometers
                                                                                                          • Figure 20: MULO sales of first aid accessories: first aid kits and thermometers, by leading companies, 2012 and 2013
                                                                                                      • Brand Share – First Aid Treatments

                                                                                                        • Key points
                                                                                                          • Private label tops MULO first aid treatments segment
                                                                                                            • Johnson & Johnson struggles with Neosporin
                                                                                                              • Beiersdorf growing with Aquaphor product lines
                                                                                                                • MULO sales of first aid treatments
                                                                                                                  • Figure 21: MULO sales of first aid treatments, by leading companies, 2012 and 2013
                                                                                                              • Brand Share – Muscle/Joint Support Devices

                                                                                                                • Key points
                                                                                                                  • 3M sees strong growth with Futuro and Ace brands
                                                                                                                    • MULO sales of muscle/joint devices
                                                                                                                      • Figure 22: MULO sales of muscle/joint devices, by leading companies, 2012 and 2013
                                                                                                                  • Innovations and Innovators

                                                                                                                    • Private label has significant momentum in category
                                                                                                                      • Figure 23: Share of private label and branded bandage launches, 2008-13
                                                                                                                      • Figure 24: Share of private label and branded antiseptic treatment launches, 2008-13
                                                                                                                    • Consumers have several private label options
                                                                                                                      • Products designed for children
                                                                                                                      • Marketing Strategies

                                                                                                                        • Overview
                                                                                                                          • Market focuses on appealing to kids and moms
                                                                                                                            • Figure 25: Band-Aid MagicVision Application
                                                                                                                            • Figure 26: Nexcare Dr. Mom webpage
                                                                                                                        • Wounds/Injuries Experienced

                                                                                                                          • Key points
                                                                                                                            • Paper and shaving cuts most common among adults
                                                                                                                              • Figure 27: Incidence of any personal injury, by gender and age, September 2013
                                                                                                                            • Knee and elbow scrapes most common among children
                                                                                                                              • Figure 28: Incidence of any child’s injury, among parents by age of child, September 2013
                                                                                                                          • First Aid Product Ownership

                                                                                                                            • Key points
                                                                                                                              • Adhesive bandages, cotton balls swabs, and treatment products most commonly owned
                                                                                                                                • Younger consumers less likely have first aid products in their home
                                                                                                                                  • Figure 29: First aid products in the home, by gender and age, September 2013
                                                                                                                                • Parents with young children more likely to have first aid kit
                                                                                                                                  • Figure 30: First aid products in the home, among parents by age of child, September 2013
                                                                                                                              • Brand Usage

                                                                                                                                • Band-Aid and Neosporin most commonly used brands
                                                                                                                                  • Figure 31: Brands of first aid products used, by household income, May 2012-June 2013
                                                                                                                              • Shopping for First Aid Products

                                                                                                                                • Key points
                                                                                                                                  • Women more likely to be making first aid purchases
                                                                                                                                    • Figure 32: First aid purchaser, by gender and age, September 2013
                                                                                                                                  • Consumers don’t demonstrate strong preference for branded or private label products
                                                                                                                                    • Figure 33: Shopping for first aid products, by gender and age, September 2013
                                                                                                                                • Purchase Frequency

                                                                                                                                  • Key points
                                                                                                                                    • First aid staples purchased most frequently
                                                                                                                                      • Figure 34: First aid product purchase frequency, September 2013
                                                                                                                                    • Women and younger men making purchases more frequently
                                                                                                                                      • Figure 35: First aid products purchased less than six months ago, by gender and age, September 2013
                                                                                                                                    • Parents with younger children making purchases more frequently
                                                                                                                                      • Figure 36: First aid products purchased less than six months ago, among parents by age of child, September 2013
                                                                                                                                  • First Aid Product Management

                                                                                                                                    • Key points
                                                                                                                                      • Consumers not very prepared when they are on-the-go
                                                                                                                                        • Figure 37: First aid product management, September 2013
                                                                                                                                        • Figure 38: First aid product management, by gender, September 2013
                                                                                                                                      • Parents with younger children are more organized at home
                                                                                                                                        • Figure 39: First aid product management, among parents by age of child, September 2013
                                                                                                                                    • First Aid Knowledge

                                                                                                                                      • Key points
                                                                                                                                        • Most consumers confident treating themselves
                                                                                                                                          • Younger men least likely to be confident treating themselves or others
                                                                                                                                            • Figure 40: First aid knowledge, by gender and age, September 2013
                                                                                                                                          • Opportunities to increase parental confidence
                                                                                                                                            • Figure 41: First aid knowledge, among parents by age of child, September 2013
                                                                                                                                          • Parents treat their kids to help them feel reassured
                                                                                                                                            • Figure 42: First aid knowledge, among parents by age of child, September 2013
                                                                                                                                        • Race and Hispanic Origin

                                                                                                                                          • Key points
                                                                                                                                            • Blacks report lower incidence of wounds/injuries
                                                                                                                                              • Figure 43: Incidence of any personal injury, by race/Hispanic origin, September 2013
                                                                                                                                            • Hispanics and Blacks less likely to currently own first aid products
                                                                                                                                              • Figure 44: First aid products in the home, by race/Hispanic origin, September 2013
                                                                                                                                            • Black consumers more likely to only buy when there is wound/injury
                                                                                                                                              • Figure 45: Shopping for first aid products, by race/Hispanic origin, September 2013
                                                                                                                                            • Increasing confidence could increase category engagement
                                                                                                                                              • Figure 46: First aid knowledge, by race/Hispanic origin, September 2013
                                                                                                                                          • IRI/Builders – Key Household Purchase Measures

                                                                                                                                              • Overview of first aid accessories
                                                                                                                                                • Consumer insights on key purchase measures—first aid tape/bandage/gauze/cotton
                                                                                                                                                  • Brand map
                                                                                                                                                    • Figure 47: Brand map, selected brands of first aid tape/bandage/gauze/cotton buying rate, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                    • Key purchase measures
                                                                                                                                                      • Figure 48: Key purchase measures for the top brands of first aid tape/bandage/gauze/cotton, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                    • Overview of first aid treatment
                                                                                                                                                      • Consumer insights on key purchase measures—first aid ointment/antiseptics
                                                                                                                                                        • Brand map
                                                                                                                                                          • Figure 49: Brand map, selected brands of first aid ointment/antiseptics buying rate, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                          • Key purchase measures
                                                                                                                                                            • Figure 50: Key purchase measures for the top brands of first aid ointment/antiseptics, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                        • Appendix – Other Useful Consumer Tables

                                                                                                                                                          • Segment performance
                                                                                                                                                            • Figure 51: Total US retail sales of first aid products, by segment, at current prices, 2011 and 2013
                                                                                                                                                          • Wounds/injuries experienced
                                                                                                                                                            • Figure 52: Incidence of any personal injury, by gender, September 2013
                                                                                                                                                            • Figure 53: Incidence of any personal injury, by age, September 2013
                                                                                                                                                            • Figure 54: Incidence of any personal injury, by household income, September 2013
                                                                                                                                                            • Figure 55: Incidence of any child's injury, by gender, September 2013
                                                                                                                                                            • Figure 56: Incidence of any child's injury, by age, September 2013
                                                                                                                                                          • First aid product ownership
                                                                                                                                                            • Figure 57: First aid products in the home, by gender, September 2013
                                                                                                                                                            • Figure 58: First aid products in the home, by age, September 2013
                                                                                                                                                            • Figure 59: First aid products in the home, by household income, September 2013
                                                                                                                                                          • Brand usage
                                                                                                                                                            • Figure 60: Brands of first aid products used, by gender, May 2012-June 2013
                                                                                                                                                            • Figure 61: Brands of first aid products used, by household income, May 2012-June 2013
                                                                                                                                                          • Shopping for first aid products
                                                                                                                                                            • Figure 62: First aid purchaser, by gender, September 2013
                                                                                                                                                            • Figure 63: First aid purchaser, by age, September 2013
                                                                                                                                                            • Figure 64: First aid purchaser, by household income, September 2013
                                                                                                                                                            • Figure 65: Shopping for first aid products, by gender, September 2013
                                                                                                                                                            • Figure 66: Shopping for first aid products, by age, September 2013
                                                                                                                                                            • Figure 67: Shopping for first aid products, by household income, September 2013
                                                                                                                                                            • Figure 68: Shopping for first aid products, among parents by age of child, September 2013
                                                                                                                                                          • Purchase frequency
                                                                                                                                                            • Figure 69: First aid products purchased less than six months ago, by gender, September 2013
                                                                                                                                                            • Figure 70: First aid products purchased less than six months ago, by age, September 2013
                                                                                                                                                            • Figure 71: First aid products purchased less than six months ago, by household income, September 2013
                                                                                                                                                            • Figure 72: First aid products purchased within the last year, by gender and age, September 2013
                                                                                                                                                            • Figure 73: First aid products purchased within the last year, by household income, September 2013
                                                                                                                                                          • First aid product management
                                                                                                                                                            • Figure 74: First aid product management, by gender and age, September 2013
                                                                                                                                                            • Figure 75: First aid product management, by age, September 2013
                                                                                                                                                            • Figure 76: First aid product management, by household income, September 2013
                                                                                                                                                          • Race and Hispanic origin
                                                                                                                                                            • Figure 77: Incidence of any child's injury, by race/Hispanic origin, September 2013
                                                                                                                                                            • Figure 78: First aid purchaser, by race/Hispanic origin, September 2013
                                                                                                                                                            • Figure 79: First aid products purchased less than six months ago, by race/Hispanic origin, September 2013
                                                                                                                                                            • Figure 80: First aid product management, by race/Hispanic origin, September 2013
                                                                                                                                                        • Appendix – Trade Associations

                                                                                                                                                          Companies Covered

                                                                                                                                                          • Beiersdorf, Inc. (USA)
                                                                                                                                                          • Johnson & Johnson
                                                                                                                                                          • Walmart Stores (USA)

                                                                                                                                                          First Aid - US - December 2013

                                                                                                                                                          £3,199.84 (Excl.Tax)