Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

First Aid - US - December 2014

“While the first aid market experiences steady sales, growth is limited because consumers tend to use products only when they have an injury. There are opportunities to increase ownership among growing population groups, which could help to boost sales in the coming years.”
– Emily Krol, Health and Wellness Analyst

This report discusses the following key topics:

  • Address the needs of the aging population
  • Increase usage among younger generation
  • Fewer households with children challenges growth in the market

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

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

                    • Overview
                      • The market
                        • Figure 1: Total US sales and fan chart forecast of first aid products, at current prices, 2009-19
                      • Market drivers
                        • Aging population will positively impact market
                          • Growing non-White population presents opportunity to increase growth
                            • Declining number of households with children is a market challenge
                              • Segment performance
                                • Figure 2: Total US sales and forecast of first aid accessories, at current prices, 2009-19
                              • Key players
                                • The consumer
                                  • Ownership of first aid kits and products
                                    • Figure 3: Ownership of first aid products and supplies, September 2014
                                  • First aid purchase factors
                                    • Figure 4: Purchase factors for first aid products, September 2014
                                  • First aid product benefits
                                    • Figure 5: Interest in first aid product benefits, September 2014
                                  • What we think
                                  • Issues and Insights

                                      • Address the needs of the aging population
                                        • The issues
                                          • The implications
                                            • Increase usage among younger generation
                                              • The issues
                                                • The implications
                                                  • Fewer households with children challenges growth in the market
                                                    • The issues
                                                      • The implications
                                                      • Trend Applications

                                                          • Trend: Prepare for the Worst
                                                            • Trend: Man in the Mirror
                                                              • Trend: Make it Mine
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • Sales and forecast of first aid products
                                                                    • Figure 6: Total US sales and forecast of first aid products, at current prices, 2009-19
                                                                    • Figure 7: Total US sales and forecast of first aid products, at inflation-adjusted prices, 2009-19
                                                                  • Slow but steady growth for first aid market
                                                                    • Figure 8: Total US sales and fan chart forecast of first aid products, at current prices, 2009-19
                                                                  • Forecast methodology
                                                                  • Market Drivers

                                                                    • Key points
                                                                      • Aging population will impact need for first aid products
                                                                        • Figure 9: US Population, by age, 2014-19
                                                                      • Fewer households with kids challenges first aid growth
                                                                        • Figure 10: Households, by presence of children, 2003-13
                                                                      • Growing non-White population/more diverse market presents opportunities
                                                                        • Figure 11: Population, by race and Hispanic origin, 2009-19
                                                                      • High incidence of injury bodes well for first aid category
                                                                        • Figure 12: Incidence of injuries, September 2013
                                                                      • Healthcare scares affect product need
                                                                      • Segment Performance

                                                                        • Key points
                                                                          • First aid accessories still dominate, but other segments growing
                                                                            • Sales of first aid market, by segment
                                                                              • Figure 13: Total US retail sales of first aid products, by segment, at current prices, 2009-19
                                                                            • Cross-category products help first aid accessories to lead
                                                                              • Figure 14: Total US sales and forecast of first aid accessories, at current prices, 2009-19
                                                                            • First aid treatments continue upward trajectory
                                                                              • Figure 15: Total US sales and forecast of first aid treatments, at current prices, 2009-19
                                                                            • Flat sales for footcare devices
                                                                              • Figure 16: Total US sales and forecast of footcare devices, at current prices, 2009-19
                                                                            • Muscle/body support devices post strongest growth
                                                                              • Figure 17: Total US sales and forecast of muscle/body support devices, at current prices, 2009-19
                                                                          • Retail Channels

                                                                            • Key points
                                                                              • Price drives retail choice for first aid category sales
                                                                                • Sales of first aid products, by channel
                                                                                  • Figure 18: Total US retail sales of first aid products, by channel, at current prices, 2009-14
                                                                              • Leading Companies

                                                                                • Key points
                                                                                  • Leading brands maintain market position
                                                                                    • Private label continues to lead
                                                                                      • Manufacturer sales of first aid products
                                                                                        • Figure 19: MULO sales of first aid products, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                        • Figure 20: First aid brands used most often, April 2013-June 2014
                                                                                    • Brand Share – First Aid Accessories

                                                                                      • Key points
                                                                                        • Leading brand Johnson & Johnson continues to perform well
                                                                                          • Nexcare sales remain steady
                                                                                            • Private label gaining ground
                                                                                              • Manufacturer sales of first aid accessories
                                                                                                • Figure 21: MULO sales of first aid accessories, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                              • Household penetration of first aid accessories declining
                                                                                                • Figure 22: Key purchase measures for the top first aid brands, by household penetration, 52 weeks ending Dec. 30, 2012 (year ago) and Dec. 29, 2013 (current)
                                                                                            • Brand Share – First Aid Treatments

                                                                                              • Key points
                                                                                                • Neosporin remains brand leader, but Aquaphor gaining ground
                                                                                                  • Private label strong player in category
                                                                                                    • Manufacturer sales of first aid treatments
                                                                                                      • Figure 23: MULO sales of first aid treatments, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                                    • Household penetration/loyalty of private label and unbranded products high
                                                                                                      • Figure 24: Key purchase measures for the top first aid brands, by household penetration, 52 weeks ending Dec. 30, 2012 (year ago) and Dec. 29, 2013 (current)
                                                                                                  • Brand Share – Footcare Devices

                                                                                                    • Key points
                                                                                                      • Private label small, but growing
                                                                                                        • Dr. Scholl’s declines, but continues to dominate category
                                                                                                          • Prevalence of plantar fasciitis will drive future sales
                                                                                                            • Manufacturer sales of footcare devices
                                                                                                              • Figure 25: MULO sales of footcare devices, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                                            • Manufacturer sales of footcare devices
                                                                                                              • Figure 26: Key purchase measures for the top first aid brands, by household penetration, 52 weeks ending Dec. 30, 2012 (year ago) and Dec. 29, 2013 (current)
                                                                                                          • Brand Share – Muscle/Body Support Devices

                                                                                                            • Key points
                                                                                                              • Strong sales of branded products boost category
                                                                                                                • Private label brands increase
                                                                                                                  • Manufacturer sales of muscle/body support devices
                                                                                                                    • Figure 27: MULO sales of muscle/body support devices, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                                                • Innovations and Innovators

                                                                                                                  • Bandages
                                                                                                                    • New product launches continue to decline
                                                                                                                      • Figure 28: Share of private label and branded bandage launches, 2009-14*
                                                                                                                    • Store brand offerings continue to expand
                                                                                                                      • Targeting parents, appealing to kids
                                                                                                                        • Antiseptics
                                                                                                                          • Innovation in antiseptics declining
                                                                                                                            • Figure 29: Share of private label and branded antiseptic treatment launches, 2009-14*
                                                                                                                          • Intelligent first aid kits of the future
                                                                                                                          • Marketing Strategies

                                                                                                                            • Overview of the brand landscape
                                                                                                                              • Targeting the whole family
                                                                                                                                • Band-Aid gets patriotic
                                                                                                                                  • Figure 30: Band-Aid, television ad, 2014
                                                                                                                                • User-generated content
                                                                                                                                  • Figure 31: Band-Aid, video promotion, 2014
                                                                                                                                • Nexcare’s Nana is tough and strong
                                                                                                                                  • Figure 32: Nexcare, video promotion, 2014
                                                                                                                              • First Aid Product Ownership

                                                                                                                                • Key points
                                                                                                                                  • Desire to be prepared translates to high ownership of first aid basics
                                                                                                                                    • Figure 33: First aid products in the home, by age, September 2014
                                                                                                                                  • Ownership of kits/supplies varies by age
                                                                                                                                    • Increase penetration with younger males
                                                                                                                                      • Figure 34: Ownership of first aid products and supplies, by age, September 2014
                                                                                                                                      • Figure 35: Format preference, first aid kits, by age, September 2014
                                                                                                                                    • Adhesive bandages preferred format
                                                                                                                                      • Figure 36: Format preference, bandages, by age and gender, September 2014
                                                                                                                                    • Creams and sprays preferred antiseptic format
                                                                                                                                      • Figure 37: Format preference, ointments/topical treatments, by age and gender, September 2014
                                                                                                                                    • Presence of children increases likelihood of first aid ownership
                                                                                                                                      • Figure 38: First aid products in the home, by parent/guardian with children in household, September 2014
                                                                                                                                      • Figure 39: Ownership of first aid products and supplies, by parent/guardian with children in household, September 2014
                                                                                                                                      • Figure 40: Format preference, bandages, by parent/guardian with children in household, September 2014
                                                                                                                                      • Figure 41: Format preference, first aid kits, by parent/guardian with children in household, September 2014
                                                                                                                                  • Purchase Factors and Product Benefits

                                                                                                                                    • Key points
                                                                                                                                      • Product quality more important than price
                                                                                                                                        • Figure 42: Purchase factors for first aid products, September 2014
                                                                                                                                      • Price important to young female users
                                                                                                                                        • Figure 43: Purchase factors for first aid products – Very important, by age, September 2014
                                                                                                                                      • A desire for functionality drives usage
                                                                                                                                        • Preventing scars in young male first aid users
                                                                                                                                          • Figure 44: Interest in first aid product benefits, September 2014
                                                                                                                                      • Attitudes toward First Aid Products

                                                                                                                                        • Key points
                                                                                                                                          • Interest in private label
                                                                                                                                            • Treating wounds
                                                                                                                                              • Sense of preparedness
                                                                                                                                                • Figure 45: Attitudes toward first aid products, by age, September 2014
                                                                                                                                              • Parents are more likely to be invested in the category
                                                                                                                                                • Figure 46: Attitudes toward first aid products, by parents with children in household, September 2014
                                                                                                                                            • Foot Ailments and Treatment Devices

                                                                                                                                              • Key points
                                                                                                                                                • Overall rates of foot pain low
                                                                                                                                                  • Foot ailments differ by gender
                                                                                                                                                      • Figure 47: Incidence of foot ailments, by age and gender, September 2014
                                                                                                                                                    • Low rates of reported foot pain translate to low usage of footcare
                                                                                                                                                      • Women more focused on appearance of feet
                                                                                                                                                        • Opportunities to target men
                                                                                                                                                          • Figure 48: Usage of footcare devices or treatments, by age and gender, September 2014
                                                                                                                                                      • Race and Hispanic Origin

                                                                                                                                                        • Key points
                                                                                                                                                          • Opportunity to increase penetration among non-White households
                                                                                                                                                            • Figure 49: First aid products in the home, by race/Hispanic origin, September 2014
                                                                                                                                                            • Figure 50: First aid products and supplies, by race/Hispanic origin, September 2014
                                                                                                                                                          • Appeal to specific needs to increase usage
                                                                                                                                                            • Figure 51: Purchase factors for first aid products – Very important, by race/Hispanic origin, September 2014
                                                                                                                                                          • Key opportunity for branded products
                                                                                                                                                            • Figure 52: Attitudes toward first aid products, by race/Hispanic origin, September 2014
                                                                                                                                                        • Appendix – Other Market Data

                                                                                                                                                          • Household size
                                                                                                                                                            • Figure 53: Households with children by race and Hispanic origin of householder, 2013
                                                                                                                                                          • Retail channels
                                                                                                                                                            • Figure 54: Total US retail sales of first aid products, by channel, at current prices, 2014
                                                                                                                                                        • Appendix – Other Useful Consumer Tables

                                                                                                                                                          • Incidence of injury
                                                                                                                                                            • Figure 55: Incidence of any personal injury, by gender and age, September 2013
                                                                                                                                                          • First aid brands used
                                                                                                                                                            • Figure 56: Frequency of first aid brands used, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                                          • First aid product ownership
                                                                                                                                                            • Figure 57: First aid products in the home, by repertoire, September 2014
                                                                                                                                                            • Figure 58: First aid products in the home, by age and gender, September 2014
                                                                                                                                                            • Figure 59: Ownership of first aid products and supplies, by age and gender, September 2014
                                                                                                                                                          • Product format
                                                                                                                                                            • Figure 60: Format preference, bandages, by race/Hispanic origin, September 2014
                                                                                                                                                            • Figure 61: Format preference, ointments/topical treatments, by parent/guardian with children in household, September 2014
                                                                                                                                                            • Figure 62: Format preference, first aid kits, by parent/guardian with children in household, September 2014
                                                                                                                                                          • Purchase factors
                                                                                                                                                            • Figure 63: Purchase factors for first aid products – Very important, by gender, September 2014
                                                                                                                                                            • Figure 64: Purchase factors for first aid products – Very important, by age, September 2014
                                                                                                                                                            • Figure 65: Purchase factors for first aid products – Very important, by parent/guardian with children and age, September 2014
                                                                                                                                                          • Product benefits
                                                                                                                                                            • Figure 66: Interest in first aid product benefits – Have tried and would use again, by gender, September 2014
                                                                                                                                                            • Figure 67: Interest in first aid product benefits – Have tried and would use again, by age, September 2014
                                                                                                                                                            • Figure 68: Interest in first aid product benefits – Have tried and would use again, by age/gender, September 2014
                                                                                                                                                            • Figure 69: Interest in first aid product benefits – Have not tried, interested in trying, by age/gender, September 2014
                                                                                                                                                            • Figure 70: Interest in first aid product benefits – Have not tried, interested in trying, by parent/guardian with children in household, September 2014
                                                                                                                                                            • Figure 71: Interest in first aid product benefits – Have not tried, interested in trying, by race/Hispanic origin, September 2014
                                                                                                                                                          • Attitudes toward first aid products
                                                                                                                                                            • Figure 72: Attitudes toward first aid products, by age and gender, September 2014
                                                                                                                                                            • Figure 73: Attitudes toward first aid products, by repertoire of first aid products and supplies, September 2014
                                                                                                                                                          • Foot ailments and treatments
                                                                                                                                                            • Figure 74: Incidence of foot ailments, by gender, September 2014
                                                                                                                                                            • Figure 75: Incidence of foot ailments, by age, September 2014
                                                                                                                                                            • Figure 76: Usage of footcare devices or treatments, by gender, September 2014
                                                                                                                                                            • Figure 77: Usage of footcare devices or treatments, by age, September 2014
                                                                                                                                                        • Appendix – Information Resources Inc. Builders Panel Data Definitions

                                                                                                                                                            • Information Resources Inc. Consumer Network Metrics
                                                                                                                                                            • Appendix – Trade Associations

                                                                                                                                                              Companies Covered

                                                                                                                                                              • Beiersdorf, Inc. (USA)
                                                                                                                                                              • Johnson & Johnson
                                                                                                                                                              • Merck & Co. Inc.
                                                                                                                                                              • Merz Pharmaceuticals LLC
                                                                                                                                                              • Walmart Stores (USA)

                                                                                                                                                              First Aid - US - December 2014

                                                                                                                                                              £3,199.84 (Excl.Tax)