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First Aid - US - July 2010

The first aid category is facing a number of challenges: the growth of private label, consumers trading down because of the recession, and a paucity of strong brands. Insightful market research can help companies meet these challenges. To that end, this report provides:

  • reasons behind the growth of private label - and specific strategies manufacturers can use to counter it, such as the hiring of celebrity physicians to attest to the efficacy of their products
  • specific ideas for new products based on Mintel’s exclusive consumer research, such as demographic-specific first aid kits and designer bandages
  • strategies for building brand awareness of first aid products
  • the motivations of different demographics in the purchase of first aid kits and how these findings can be leveraged to drive sales

It is a time of tremendous change for the first aid category. Readers of this report will be better prepared to meet the challenges of the future and thrive in the market.

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Table of contents

  1. Scope and Themes

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

                      • Category snapshot
                        • Drug stores are the channel of choice
                          • Snapshot of brand leaders
                            • The big story: The private label onslaught
                              • Innovation still drives demand
                                • Segment snapshots
                                  • Insights and opportunities
                                    • First aid product usage
                                      • Types of products used
                                        • Injury preparedness
                                          • Product selection
                                            • Spotlight on bandages
                                            • Insights and Opportunities

                                              • Ideas for new products
                                                • Different first aid kits for different demographics
                                                  • Make it easy for me to try something new
                                                      • Figure 1: Bandage product trial and interest, April 2010
                                                    • The first aid kit of the future
                                                    • Inspire Insights

                                                        • Trust In Me
                                                          • What it’s about
                                                            • The erosion of trust
                                                              • Give me a reason to trust
                                                                • Implications
                                                                  • Guiding Choice
                                                                    • What it’s about
                                                                      • I can do it by myself…
                                                                        • …or can I?
                                                                          • Implications
                                                                          • Market Size and Forecast

                                                                            • Key points
                                                                              • A healthy category in a sick economy
                                                                                • Private label up and the big three down
                                                                                    • Figure 2: Total FDMx U.S. sales and forecast of first aid products, at current prices, 2005-15
                                                                                    • Figure 3: Total U.S. sales and forecast of first aid products, at inflation-adjusted prices, 2005-15
                                                                                  • Walmart sales
                                                                                  • Segment Performance

                                                                                    • Key points
                                                                                      • High-tech accessories shine
                                                                                        • Figure 4: U.S. sales of first aid products, by segment, 2008 and 2009
                                                                                    • Segment Performance—Accessories

                                                                                      • Key points
                                                                                        • A minimal decline followed by a strong recovery
                                                                                          • Thermometers are red hot
                                                                                            • Private label steals from brand leaders
                                                                                              • Figure 5: U.S. FDMx sales and forecast of first aid accessories, 2005-15
                                                                                          • Segment Performance—Treatments

                                                                                            • Key points
                                                                                              • Consumers shift to private label
                                                                                                • Innovation props up brand leaders
                                                                                                  • Figure 6: U.S. FDMx sales and forecast of first aid treatments, 2005-15
                                                                                              • Retail Channels

                                                                                                • Key points
                                                                                                  • Drug stores are the destination of choice
                                                                                                    • Others hold their own
                                                                                                      • Figure 7: U.S. FDMx sales of first aid products, by retail channel, 2008 and 2009
                                                                                                  • Retail Channels—Drug Stores

                                                                                                    • Key points
                                                                                                      • Drug store channel grows
                                                                                                          • Figure 8: U.S. FDMx sales of first aid products at drug stores, 2005-10
                                                                                                      • Retail Channels—Other FDMx

                                                                                                        • Key points
                                                                                                          • In-store pharmacies will help supermarkets
                                                                                                            • Figure 9: U.S. FDMx sales of first aid products at other stores, 2005-10
                                                                                                        • Market Drivers

                                                                                                          • Key points
                                                                                                            • Private label is conquering a category
                                                                                                                • Figure 10: Sales of private label products for all first aid segments in the U.S., 2009 and 2010
                                                                                                              • Patient, heal thyself
                                                                                                                • Innovation drives sales
                                                                                                                    • Figure 11: Selected FDMx brand sales of personal thermometers in the U.S., 2009 and 2010
                                                                                                                  • Scraped knees and creaky joints will drive sales
                                                                                                                    • Figure 12: Population, by age, 2005-15
                                                                                                                • Leading Companies

                                                                                                                  • Key points
                                                                                                                    • Private label captures the most market share
                                                                                                                      • Brand leaders stumble
                                                                                                                        • Branded thermometers, heat wraps, and anti-itch fare well
                                                                                                                          • Sales of leading first aid companies
                                                                                                                            • Figure 13: FDMx sales of leading first aid companies, 2009 and 2010
                                                                                                                        • Brand Analysis—Accessories: Tape/Bandages/Gauze/Cotton

                                                                                                                          • Key points
                                                                                                                            • Private label cannibalizing brands
                                                                                                                              • Select brand sales of tape/bandages/gauze/cotton
                                                                                                                                • Figure 14: Selected FDMx brand sales of tape/bandages/gauze/cotton in the U.S., 2009 and 2010
                                                                                                                            • Brand Analysis—Accessories: Muscle/Body Support Devices

                                                                                                                              • Key points
                                                                                                                                • 3M and private label rule, room for product development exists
                                                                                                                                  • Select brand sales of muscle/body support
                                                                                                                                    • Figure 15: Selected FDMx brand sales of muscle/body support devices in the U.S., 2009 and 2010
                                                                                                                                • Brand Analysis—Accessories: Cotton Balls/Swabs

                                                                                                                                  • Key points
                                                                                                                                    • Q-tips bending to private label pressure
                                                                                                                                      • Select brand sales of cotton balls/swabs
                                                                                                                                        • Figure 16: Selected FDMx brand sales of cotton balls/swabs in the U.S., 2009 and 2010
                                                                                                                                    • Brand Analysis—Accessories: Personal Thermometers

                                                                                                                                      • Key points
                                                                                                                                        • Sales of thermometers are hot
                                                                                                                                          • Select brand sales of personal thermometers
                                                                                                                                            • Figure 17: Selected FDMx brand sales of personal thermometers in the U.S., 2009 and 2010
                                                                                                                                        • Brand Analysis—Accessories: Heat/Ice Packs

                                                                                                                                          • Key points
                                                                                                                                            • Wyeth and private label: A two-player game
                                                                                                                                              • Select brand sales of heat/ice packs
                                                                                                                                                • Figure 18: Selected FDMx brand sales of heat/ice packs in the U.S., 2009 and 2010
                                                                                                                                            • Brand Analysis—Accessories: First Aid Kits

                                                                                                                                              • Key points
                                                                                                                                                • First aid by any other name is still first aid
                                                                                                                                                  • Select brand sales of first aid kits
                                                                                                                                                    • Figure 19: Selected FDMx brand sales of first aid kits in the U.S., 2009 and 2010
                                                                                                                                                • Brand Analysis—Treatments: First Aid Ointments/Antiseptics

                                                                                                                                                  • Key points
                                                                                                                                                    • Convenience pays for J&J
                                                                                                                                                      • Private label dominates
                                                                                                                                                        • Select brand sales of first aid ointments/treatments
                                                                                                                                                          • Figure 20: Selected FDMx brand sales of first aid ointments/antiseptics in the U.S., 2009 and 2010
                                                                                                                                                      • Brand Analysis—Treatments: Anti-itch Treatments

                                                                                                                                                        • Key points
                                                                                                                                                          • Scratching that itch ‘privately’
                                                                                                                                                            • Benadryl leads, Cortizone-10 and Gold Bond gain ground
                                                                                                                                                              • Select brand sales of anti-itch treatments
                                                                                                                                                                • Figure 21: Selected FDMx brand sales of anti-itch treatments in the U.S., 2009 and 2010
                                                                                                                                                            • Brand Analysis—Treatments: Insect First Aid

                                                                                                                                                              • Key points
                                                                                                                                                                • Steady increases in insect aids
                                                                                                                                                                  • Tender Corp’s After Bite leads
                                                                                                                                                                    • Select brand analysis of insect first aid treatments
                                                                                                                                                                      • Figure 22: Selected FDMx brand sales of insect first aid in the U.S., 2009 and 2010
                                                                                                                                                                  • Innovation and Innovators

                                                                                                                                                                    • Bandages
                                                                                                                                                                      • Antibacterial bandages
                                                                                                                                                                        • Non-stick bandages
                                                                                                                                                                          • Other innovative bandages
                                                                                                                                                                            • Antiseptics
                                                                                                                                                                              • Innovative technologies
                                                                                                                                                                              • Brands and Marketing Strategies

                                                                                                                                                                                • Overview of the brand landscape
                                                                                                                                                                                  • Band-Aid builds a joyous brand
                                                                                                                                                                                    • Figure 23: Band-Aid, television ad, 2010
                                                                                                                                                                                    • Figure 24: Band-Aid key brand values, 2010
                                                                                                                                                                                  • Neosporin is about science
                                                                                                                                                                                    • Figure 25: Neosporin key brand values, 2010
                                                                                                                                                                                    • Figure 26: Neosporin, television ad, 2010
                                                                                                                                                                                  • Cartoons and characters at Nexcare
                                                                                                                                                                                    • Figure 27: Nexcare, television ad, 2010
                                                                                                                                                                                    • Figure 28: Nexcare key brand values, 2010
                                                                                                                                                                                • First Aid Product Usage

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Men are from Mars
                                                                                                                                                                                      • Figure 29: First aid product usage, by gender, November 2008-December 2009
                                                                                                                                                                                    • First aid is for the over-35s
                                                                                                                                                                                      • Figure 30: First aid product usage, by age, November 2008-December 2009
                                                                                                                                                                                  • Reason for Use Varies with Age

                                                                                                                                                                                    • Key point
                                                                                                                                                                                      • Exercise and arthritis drive usage
                                                                                                                                                                                        • Figure 31: Reason for using pain relief, by age, November 2008-December 2009
                                                                                                                                                                                    • Brand Usage

                                                                                                                                                                                      • Key point
                                                                                                                                                                                        • Status quo rules for bandages, antibiotics
                                                                                                                                                                                          • Figure 32: Top bandage/antibiotic brand usage, 2007 and 2008/09
                                                                                                                                                                                        • The same for pain relieving rubs
                                                                                                                                                                                          • Figure 33: Top pain relieving rubs/liquids/wraps brand usage, 2007 and 2008/09
                                                                                                                                                                                      • Injury Preparedness

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Women are well prepared
                                                                                                                                                                                            • Figure 34: First aid items in the house, by gender, April 2010
                                                                                                                                                                                          • Over-65s prepared
                                                                                                                                                                                            • Figure 35: First aid items in the house, by age, April 2010
                                                                                                                                                                                          • Affluent and well stocked
                                                                                                                                                                                            • Figure 36: First aid items in the house, by household income, April 2010
                                                                                                                                                                                          • Married and with children (young and adult)
                                                                                                                                                                                            • Figure 37: First aid items in the house, by marital status, April 2010
                                                                                                                                                                                        • Attitudes towards First Aid Products

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • What expiration dates?
                                                                                                                                                                                              • Figure 38: Attitudes towards first aid products, by age, April 2010
                                                                                                                                                                                            • Marriage brings awareness of first aid products
                                                                                                                                                                                              • Figure 39: Attitudes towards first aid products, by marital status, April 2010
                                                                                                                                                                                          • Product Selection

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Symptoms drive women; habit drives men
                                                                                                                                                                                                • Figure 40: Selection behavior for first aid products, by gender, April 2010
                                                                                                                                                                                              • 25-34s want cutting-edge products
                                                                                                                                                                                                • Figure 41: Selection behavior for first aid products, by age, April 2010
                                                                                                                                                                                              • Numerous resources shape product selection for the young
                                                                                                                                                                                                • Figure 42: Selection criteria for first aid products, by age, April 2010
                                                                                                                                                                                            • Spotlight on Bandages

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Tremendous interest in new products
                                                                                                                                                                                                    • Figure 43: Bandage product trial and interest, April 2010
                                                                                                                                                                                                  • Women liking innovative bandages
                                                                                                                                                                                                    • Figure 44: Bandage products have tried and would try again, by gender, April 2010
                                                                                                                                                                                                  • A logical assumption: parents want cartoon bandages for their kids
                                                                                                                                                                                                    • Figure 45: Bandage products have tried and would try again, by age, April 2010
                                                                                                                                                                                                • Race and Hispanic Origin

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Empty medicine chests in black and Hispanic homes…
                                                                                                                                                                                                      • Figure 46: First aid items in the house, by race/Hispanic origin, April 2010
                                                                                                                                                                                                    • …and they use fewer bandages
                                                                                                                                                                                                      • Figure 47: First aid product usage, by race/Hispanic origin, November 2008-December 2009
                                                                                                                                                                                                    • Highlight specific products
                                                                                                                                                                                                      • Figure 48: Reason for using pain relief, by race/Hispanic origin, November 2008-December 2009
                                                                                                                                                                                                    • Target the doctor and pharmacist
                                                                                                                                                                                                      • Figure 49: Selection criteria for first aid products, by race/Hispanic origin, April 2010
                                                                                                                                                                                                  • Cluster Analysis

                                                                                                                                                                                                      • Stockers
                                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                                            • Stickers
                                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                                  • Discounters
                                                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                                                        • Cluster characteristics
                                                                                                                                                                                                                          • Figure 50: First aid clusters, April 2010
                                                                                                                                                                                                                          • Figure 51: First aid items in the house, by first aid clusters, April 2010
                                                                                                                                                                                                                          • Figure 52: Selection behavior for first aid products, by first aid clusters, April 2010
                                                                                                                                                                                                                          • Figure 53: Attitudes towards first aid products, by first aid clusters, April 2010
                                                                                                                                                                                                                        • Cluster demographics
                                                                                                                                                                                                                          • Figure 54: First aid clusters, by gender, April 2010
                                                                                                                                                                                                                          • Figure 55: First aid clusters, by age, April 2010
                                                                                                                                                                                                                          • Figure 56: First aid clusters, by household income, April 2010
                                                                                                                                                                                                                          • Figure 57: First aid clusters, by race/Hispanic origin, April 2010
                                                                                                                                                                                                                        • Cluster methodology
                                                                                                                                                                                                                        • Custom Consumer Groups

                                                                                                                                                                                                                          • Marriage is a common denominator
                                                                                                                                                                                                                              • Figure 58: First aid items in the house, by marital status and presence of children in HH, April 2010
                                                                                                                                                                                                                            • Kids in the back and first aid kits in the glove compartment
                                                                                                                                                                                                                                • Figure 59: Ownership of first aid kit, by marital status and presence of children in HH, April 2010
                                                                                                                                                                                                                              • The presence of children = interest in products
                                                                                                                                                                                                                                • Figure 60: Bandage products have tried and would try again, by marital status and presence of children in HH, April 2010
                                                                                                                                                                                                                              • How the presence of children affects interest in bandages
                                                                                                                                                                                                                                • Figure 61: Bandage products have not tried but am interested in trying, by marital status and presence of children in HH, April 2010
                                                                                                                                                                                                                              • Don’t count out dad
                                                                                                                                                                                                                                  • Figure 62: Selection behavior for first aid products, by gender and presence of children in HH, April 2010
                                                                                                                                                                                                                              • SymphonyIRI Group/Builders Panel Data

                                                                                                                                                                                                                                  • First aid accessories overview
                                                                                                                                                                                                                                    • Consumer insights on key purchase measures—tape/bandage/gauze/cotton
                                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                                        • Figure 63: Brand map, select brands of tape/bandage/gauze/cotton, buying rate, by household penetration, 2009
                                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                                          • Figure 64: Key purchase measures for the top brands of tape/bandage/gauze/cotton, by household penetration, 2009
                                                                                                                                                                                                                                      • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                        • Product forms
                                                                                                                                                                                                                                          • Figure 65: First aid bandages/antibiotics form used, by age, November 2008-December 2009
                                                                                                                                                                                                                                          • Figure 66: Pain relieving rubs/liquids/wraps form used, by age, November 2008-December 2009
                                                                                                                                                                                                                                        • First aid kit ownership
                                                                                                                                                                                                                                          • Figure 67: Ownership of first aid kit, by household income, April 2010
                                                                                                                                                                                                                                          • Figure 68: Ownership of first aid kit, by marital status, April 2010
                                                                                                                                                                                                                                        • Interest in trying a variety of bandages
                                                                                                                                                                                                                                          • Figure 69: Bandage products have not tried but interested in trying, by age, April 2010
                                                                                                                                                                                                                                          • Figure 70: Bandage products have not tried but interested in trying, by gender, April 2010
                                                                                                                                                                                                                                      • Appendix: SymphonyIRI Group/Builders Panel Data Definitions

                                                                                                                                                                                                                                          • SymphonyIRI Group Consumer Network Metrics
                                                                                                                                                                                                                                          • Appendix: Trade Associations

                                                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                                                            • Bayer Corporation
                                                                                                                                                                                                                                            • Braun GmbH
                                                                                                                                                                                                                                            • Chattem, Inc.
                                                                                                                                                                                                                                            • CVS Caremark Corporation
                                                                                                                                                                                                                                            • Food Products Association
                                                                                                                                                                                                                                            • Greenfield Online
                                                                                                                                                                                                                                            • Grocery Manufacturers of America (GMA)
                                                                                                                                                                                                                                            • Johnson & Johnson
                                                                                                                                                                                                                                            • Kaz, Inc.
                                                                                                                                                                                                                                            • McDonald's U.S.A.
                                                                                                                                                                                                                                            • Merz Pharmaceuticals LLC
                                                                                                                                                                                                                                            • National Association of Chain Drug Stores (NACDS)
                                                                                                                                                                                                                                            • National Football League Inc.
                                                                                                                                                                                                                                            • National Institutes of Health
                                                                                                                                                                                                                                            • Pfizer Consumer Health Care Group (US)
                                                                                                                                                                                                                                            • Procter & Gamble USA
                                                                                                                                                                                                                                            • Safeway Inc
                                                                                                                                                                                                                                            • Sanofi-Aventis (USA)
                                                                                                                                                                                                                                            • Sanrio Company USA
                                                                                                                                                                                                                                            • Schering-Plough Corporation
                                                                                                                                                                                                                                            • ShopKo Stores, Inc
                                                                                                                                                                                                                                            • Target Corporation
                                                                                                                                                                                                                                            • The Cartoon Network
                                                                                                                                                                                                                                            • The New York Times Company
                                                                                                                                                                                                                                            • Turner Broadcasting System, Inc.
                                                                                                                                                                                                                                            • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                            • U.S. Bureau of the Census
                                                                                                                                                                                                                                            • Unilever USA
                                                                                                                                                                                                                                            • Walgreen Co
                                                                                                                                                                                                                                            • Walmart Stores (USA)
                                                                                                                                                                                                                                            • Wyeth
                                                                                                                                                                                                                                            • Yahoo! Inc
                                                                                                                                                                                                                                            • YouTube, Inc.

                                                                                                                                                                                                                                            First Aid - US - July 2010

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