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The First Aid Market - US - September 2012

Some questions answered in the US First Aid Market Report include:

  • What is the impact of private label brands on this market?
  • How will growth of in-store clinics impact the first aid market?
  • How will the Affordable Care Act impact the first aid market?
  • How can brands increase awareness of product use opportunities?

First aid products and treatments naturally correspond to consumer injury and illness. As it is difficult to increase the need for these products, marketers need to be especially savvy about increasing awareness and usage of first aid accessories and treatments. Therefore, consumer education is key to making brands top of mind.

Consumers’ decision to self-treat injuries, as well as an increase in natural disasters and personal injury, will help the first aid category to grow over the next few years. This market will also be affected by changes in population trends, such as the growing number of singles who are delaying marriage, and the aging population.

The report will cover the market for first aid products and highlight how makers and marketers of these products can best meet the growing needs of consumers. It will also offer guidance on how to create brand awareness. Untapped segments will also be revealed for additional marketing opportunities. Through the report, Mintel will offer suggestions and solutions to help players in the first aid market to increase usage of their products.

This report focuses on over-the-counter (OTC) first aid remedies to treat minor injuries, and includes the following products:

First aid accessories: Bandages and cotton balls

  • Bandages
  • First aid tape
  • Gauze
  • Cotton balls/swabs

First aid accessories: First aid kits and personal thermometers

  • First aid kits
  • Personal thermometers

First aid treatments

  • First aid ointments/antiseptics

 Muscle/body support devices

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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

                        • The market
                            • Figure 1: Total U.S. sales and fan chart forecast of first aid products, at current prices, 2007-17
                          • Segment snapshots
                              • Figure 2: Sales of first aid products, segmented by type, 2011 and 2012
                            • Market factors
                              • Rising healthcare costs
                                • Changes to healthcare
                                  • Changes to key demographics
                                    • Figure 3: Population, by age, 2012-17
                                    • Figure 4: Households, by presence of children, 2001-11
                                  • Increases in severe weather/natural disasters
                                    • “Other” retailers are the channel of choice
                                      • Figure 5: Sales of first aid products, by channel, 2010 and 2012
                                    • Key players
                                        • Figure 6: FDMx sales of first aid products, share by leading companies, 2011 and 2012
                                      • The consumer
                                        • Product usage
                                          • Figure 7: First aid product usage, April 2012
                                        • First aid concerns
                                          • Figure 8: First aid concerns, April 2012
                                        • Interest in bandages
                                          • Figure 9: Adhesive bandage product trial, April 2012
                                        • What we think
                                        • Issues in the Market

                                            • What is the impact of private label brands on this market?
                                              • How will growth of in-store clinics impact the first aid market?
                                                  • Figure 10: CVS MinuteClinic, “Gotta Go,” January 2011
                                                • How will the Affordable Care Act impact the first aid market?
                                                  • How can brands increase awareness of product use opportunities?
                                                  • Insights and Opportunities

                                                    • The single consumer
                                                      • Role of technology in first aid
                                                        • Parents are concerned with safety
                                                          • “Green” first aid products
                                                            • The antibacterial consumer
                                                            • Trend Applications

                                                                • Trend: Make it Mine
                                                                  • Trend: Prepare for the Worst
                                                                    • 2015 Trend: Old Gold
                                                                    • Market Size and Forecast

                                                                      • Key points
                                                                        • Growth for first aid products expected to continue
                                                                          • Weather/seasons also affects first aid
                                                                            • Sales and forecast of first aid products
                                                                              • Figure 11: Total U.S. retail sales and forecast of first aid products, at current prices, 2007-17
                                                                              • Figure 12: Total U.S. retail sales and forecast of first aid products, at inflation-adjusted prices, 2007-17
                                                                            • Fan chart forecast
                                                                                • Figure 13: Total U.S. sales and fan chart forecast of first aid products, at current prices, 2007-17
                                                                              • Walmart sales
                                                                              • Market Drivers

                                                                                • Key points
                                                                                  • Population changes impact first aid market
                                                                                    • Gender
                                                                                      • Figure 14: U.S. population, by gender, 2007-17
                                                                                    • The aging population will affect the first aid market
                                                                                      • Figure 15: Population, by age, 2007-17
                                                                                    • Impact of children on first aid market
                                                                                      • Figure 16: Households, by presence of children, 2001-11
                                                                                    • Lack of health insurance, rising healthcare costs
                                                                                      • Consumers scrimping and saving
                                                                                        • Figure 17: Disposable personal income, 2007-12
                                                                                      • Natural disasters, severe weather, and injury
                                                                                      • Competitive Context

                                                                                          • Private label/retail in-store clinics
                                                                                            • At-home remedies
                                                                                              • Protective gear and clothing
                                                                                              • Segment Performance

                                                                                                • Key points
                                                                                                  • Bandages dominate the first aid market
                                                                                                    • Sales of first aid products, by segment
                                                                                                      • Figure 18: Sales of first aid products, segmented by type, 2010 and 2012
                                                                                                  • Segment Performance—First Aid Accessories

                                                                                                    • Key points
                                                                                                      • Consumers continue to treat wounds
                                                                                                        • Sales and forecast of first aid accessories
                                                                                                          • Figure 19: Sales and forecast of first aid accessories, at current prices, 2007-17
                                                                                                        • Bandages, cotton balls/swabs, tape, and gauze
                                                                                                          • Figure 20: Sales of bandages, cotton balls/swabs, tape, and gauze, at current prices, 2007-12
                                                                                                        • First aid kits and personal thermometers
                                                                                                          • Figure 21: Sales of first aid kits and personal thermometers, at current prices, 2007-12
                                                                                                      • Segment Performance—First Aid Treatments

                                                                                                        • Key points
                                                                                                          • Steady growth for antiseptics
                                                                                                            • Sales and forecast of first aid treatments
                                                                                                              • Figure 22: Sales and forecast of first aid treatments, at current prices, 2007-17
                                                                                                          • Segment Performance—Muscle/Body Support Devices

                                                                                                            • Key points
                                                                                                              • Wrapping up injuries
                                                                                                                • Sales and forecast of muscle/body support devices
                                                                                                                  • Figure 23: Sales and forecast of muscle/body support devices, at current prices, 2007-17
                                                                                                              • Retail Channels

                                                                                                                • Key points
                                                                                                                  • Majority of sales at “other”
                                                                                                                    • Considerations for retailers
                                                                                                                      • Sales of first aid products, by channel
                                                                                                                        • Figure 24: Sales of first aid products, by channel, 2010 and 2012
                                                                                                                      • Consumer retail purchase habits
                                                                                                                        • Figure 25: First aid product purchase locations, April 2012
                                                                                                                    • Retail Channels—Drug Stores

                                                                                                                      • Key points
                                                                                                                        • Drug stores important to first aid sales
                                                                                                                          • Drug store sales of first aid products
                                                                                                                            • Figure 26: Drug store sales of first aid products, at current prices, 2007-12
                                                                                                                        • Retail Channels—Supermarkets

                                                                                                                          • Key points
                                                                                                                            • Supermarkets not key destination for first aid
                                                                                                                              • Supermarket sales of first aid products
                                                                                                                                • Figure 27: Supermarket sales of first aid products, at current prices, 2007-12
                                                                                                                            • Retail Channels—Other

                                                                                                                              • Key points
                                                                                                                                • “Other” retailers have an advantage
                                                                                                                                  • Other retail channel sales of first aid products
                                                                                                                                    • Figure 28: Other channels sales of first aid products, at current prices, 2007-12
                                                                                                                                • Leading Companies

                                                                                                                                  • Key points
                                                                                                                                    • Johnson & Johnson loses share to other brands and private label
                                                                                                                                      • Manufacturer sales of first aid products
                                                                                                                                        • Figure 29: FDMx sales of first aid products, by leading companies, 2011 and 2012
                                                                                                                                    • Brand Share—First Aid Accessories: Bandages, Cotton Balls/Swabs, Tape, and Gauze

                                                                                                                                      • Key points
                                                                                                                                        • Main competitor to Band-Aid is private label
                                                                                                                                          • Manufacturer sales of bandages, cotton balls/swabs, tape, and gauze
                                                                                                                                            • Figure 30: FDMx sales of bandages, cotton balls/swabs, tape, and gauze, by leading companies, 2011 and 2012
                                                                                                                                        • Brand Share—First Aid Accessories: First Aid Kits and Personal Thermometers

                                                                                                                                          • Key points
                                                                                                                                            • Temps are down
                                                                                                                                              • Manufacturer sales of first aid kits and personal thermometers
                                                                                                                                                • Figure 31: FDMx sales of first aid kits and personal thermometers by leading companies, 2011 and 2012
                                                                                                                                            • Brand Share—First Aid Treatments

                                                                                                                                              • Key points
                                                                                                                                                • First aid treatments
                                                                                                                                                  • Manufacturer sales of first aid treatments
                                                                                                                                                    • Figure 32: FDMx sales of first aid treatments, by leading companies, 2011 and 2012
                                                                                                                                                • Brand Share—Muscle/Body Support Devices

                                                                                                                                                  • Key points
                                                                                                                                                    • Support is increasing
                                                                                                                                                      • Manufacturer sales of muscle/body support devices
                                                                                                                                                        • Figure 33: FDMx sales of muscle/body support devices, by leading companies, 2011 and 2012
                                                                                                                                                    • Innovations and Innovators

                                                                                                                                                      • Key points
                                                                                                                                                        • Number of product introductions down from peak in 2009 for bandages
                                                                                                                                                          • Figure 34: Share of branded/private label bandage launches, 2006-12
                                                                                                                                                        • New bandage introductions appeal to consumers
                                                                                                                                                          • First aid accessories: first aid kits
                                                                                                                                                            • First aid treatments: ointments/antiseptics
                                                                                                                                                              • Figure 35: Share of branded/private label antiseptic launches, 2006-12
                                                                                                                                                            • Antiseptic product introductions focus on function or “green” claims
                                                                                                                                                            • Marketing Strategies

                                                                                                                                                              • Overview of the brand landscape
                                                                                                                                                                • Brand analysis: Band-Aid
                                                                                                                                                                  • Figure 36: Brand analysis of Band-Aid, 2012
                                                                                                                                                                • TV presence
                                                                                                                                                                  • Figure 37: Band-Aid, “Protects Better,” 2012
                                                                                                                                                                  • Figure 38: Band-Aid, “Faster Healing,” 2011
                                                                                                                                                                  • Figure 39: Band-Aid, “No More Hurt,” 2011
                                                                                                                                                                • Online initiatives
                                                                                                                                                                  • Social networking
                                                                                                                                                                    • MagicVision augmented reality app
                                                                                                                                                                      • Glambulance Band-Aid promotional event
                                                                                                                                                                        • Brand analysis: Nexcare
                                                                                                                                                                          • Figure 40: Brand analysis of Nexcare, 2012
                                                                                                                                                                        • TV presence
                                                                                                                                                                          • Figure 41: Nexcare, “Cut up stage”, 2011-12
                                                                                                                                                                        • Online initiatives
                                                                                                                                                                          • Social networking
                                                                                                                                                                            • Nexcare Give Program 2012
                                                                                                                                                                            • First Aid Product Usage

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Most households take precaution
                                                                                                                                                                                  • Figure 42: First aid product usage, April 2012
                                                                                                                                                                                • Women more likely to report use of Band-Aids, Neosporin
                                                                                                                                                                                  • Figure 43: Brands of first aid bandages and topical antibiotic remedies used, by gender, October 2010-November 2011
                                                                                                                                                                                • Younger consumers less likely to use most first aid products
                                                                                                                                                                                  • Figure 44: First aid product usage, by age, April 2012
                                                                                                                                                                                  • Figure 45: First aid product usage, by gender and age, April 2012
                                                                                                                                                                                • Parents need to keep their kids safe
                                                                                                                                                                                  • Figure 46: First aid product usage, by presence of children in household, April 2012
                                                                                                                                                                              • First Aid Kit Ownership

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • A new generation of preparedness
                                                                                                                                                                                    • Figure 47: First aid kit ownership, by age, April 2012
                                                                                                                                                                                  • First aid kits as “aspirational”
                                                                                                                                                                                    • Figure 48: First aid kit ownership, by household income, April 2012
                                                                                                                                                                                  • Presence of children impacts likelihood of owning a first aid kit
                                                                                                                                                                                    • Figure 49: First aid kit ownership, by presence of children in household, April 2012
                                                                                                                                                                                  • Other places to keep first aid kits
                                                                                                                                                                                  • Purchase Attitudes toward First Aid Products

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Choosing products is simple
                                                                                                                                                                                        • Figure 50: Attitudes toward first aid products, by product type, April 2012
                                                                                                                                                                                      • Younger first aid users seek to save money
                                                                                                                                                                                        • Figure 51: First aid product purchase habits, by age, April 2012
                                                                                                                                                                                        • Figure 52: Liquid bandage purchase habits, by age, April 2012
                                                                                                                                                                                    • First Aid Concerns

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • First aid is important
                                                                                                                                                                                          • Figure 53: First aid preparedness, April 2012
                                                                                                                                                                                        • Opportunity for bandages
                                                                                                                                                                                          • Figure 54: First aid concerns and practices, April 2012
                                                                                                                                                                                        • Younger consumers seek to save money in this category
                                                                                                                                                                                          • Figure 55: First aid concerns, by age, April 2012
                                                                                                                                                                                        • First aid kit users more prepared
                                                                                                                                                                                          • Figure 56: First aid concerns, by first aid kit ownership, April 2012
                                                                                                                                                                                      • Bandage Importance

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Price most important factor of bandage purchase
                                                                                                                                                                                            • Figure 57: Adhesive bandage importance factors, April 2012
                                                                                                                                                                                          • Younger first aid users “like” recommendations
                                                                                                                                                                                            • Figure 58: Adhesive bandage importance factors, by age, April 2012
                                                                                                                                                                                            • Figure 59: Adhesive bandage importance factors, by gender and age, April 2012
                                                                                                                                                                                          • Parents are more likely to think all factors are important
                                                                                                                                                                                            • Figure 60: Adhesive bandage importance factors, by presence of children, April 2012
                                                                                                                                                                                          • First aid kit owners more invested in the category
                                                                                                                                                                                            • Figure 61: Adhesive bandage importance factors, by first aid kit ownership, April 2012
                                                                                                                                                                                        • Interest in Bandage Innovations

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Heal me
                                                                                                                                                                                              • Figure 62: Adhesive bandage product trial, April 2012
                                                                                                                                                                                            • Women focus on appearance
                                                                                                                                                                                              • Figure 63: Adhesive bandage product trial, by gender, April 2012
                                                                                                                                                                                            • Designer bandages skew younger
                                                                                                                                                                                              • Figure 64: Adhesive bandage product trial, by age, April 2012
                                                                                                                                                                                              • Figure 65: Adhesive bandage product trial, by gender and age, April 2012
                                                                                                                                                                                            • Presence of children influences bandage choice
                                                                                                                                                                                              • Figure 66: Adhesive bandage product trial, by presence of children, April 2012
                                                                                                                                                                                          • Race and Hispanic Origin

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • First aid product usage differs by ethnicity
                                                                                                                                                                                                • Figure 67: First aid product usage, by race/Hispanic origin, April 2012
                                                                                                                                                                                              • First aid kit ownership higher among Hispanics
                                                                                                                                                                                                • Figure 68: First aid kit ownership, by race/Hispanic origin, April 2012
                                                                                                                                                                                              • Incite product trial among Hispanics
                                                                                                                                                                                                • Figure 69: Adhesive bandage purchase attitudes, by race/Hispanic origin, April 2012
                                                                                                                                                                                              • Black first aid users concerned with infection
                                                                                                                                                                                                • Figure 70: First aid concerns, by race/Hispanic origin, April 2012
                                                                                                                                                                                              • Recommendations are important to black and Hispanic first aid users
                                                                                                                                                                                                • Figure 71: Adhesive bandage importance factors, by race/Hispanic origin, April 2012
                                                                                                                                                                                              • Black and Hispanic first aid users interested in bandages with design features
                                                                                                                                                                                                • Figure 72: Adhesive bandage product trial, by race/Hispanic origin, April 2012
                                                                                                                                                                                            • Cluster Analysis

                                                                                                                                                                                                • Figure 73: Target clusters, April 2012
                                                                                                                                                                                              • Cluster 1: Brand Loyalists
                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                    • Cluster 2: Young and Clumsy
                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                          • Cluster 3: Not Involved
                                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                                              • Opportunity
                                                                                                                                                                                                                • Cluster 4: Prepared and Price Conscious
                                                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                                                      • Cluster characteristic tables
                                                                                                                                                                                                                        • Figure 74: First aid product usage, by target clusters, April 2012
                                                                                                                                                                                                                        • Figure 75: First aid kit ownership, by target clusters, April 2012
                                                                                                                                                                                                                        • Figure 76: First aid product purchase locations, by target clusters, April 2012
                                                                                                                                                                                                                        • Figure 77: Adhesive bandage purchase attitudes, by target clusters, April 2012
                                                                                                                                                                                                                        • Figure 78: Antiseptic creams/sprays and wipes purchase attitudes, by target clusters, April 2012
                                                                                                                                                                                                                        • Figure 79: Gauze purchase attitudes, by target clusters, April 2012
                                                                                                                                                                                                                        • Figure 80: Muscle supports purchase attitudes, by target clusters, April 2012
                                                                                                                                                                                                                        • Figure 81: Adhesive bandage importance factors, by target clusters, May 2012
                                                                                                                                                                                                                        • Figure 82: Adhesive bandage product trial, by target clusters, April 2012
                                                                                                                                                                                                                        • Figure 83: First aid concerns, by target clusters, April 2012
                                                                                                                                                                                                                      • Cluster demographic tables
                                                                                                                                                                                                                        • Figure 84: Target groups, by demographic, April 2012
                                                                                                                                                                                                                      • Cluster methodology
                                                                                                                                                                                                                      • Custom Consumer Groups

                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                          • Impact of children on first aid usage and attitudes
                                                                                                                                                                                                                              • Figure 85: First aid product usage, by gender and presence of children, April 2012
                                                                                                                                                                                                                              • Figure 86: First aid concerns, by gender and presence of children in household, April 2012
                                                                                                                                                                                                                            • Children are big bandage users
                                                                                                                                                                                                                              • Figure 87: Adhesive bandage use, by gender, October 2010-November 2011
                                                                                                                                                                                                                              • Figure 88: Number of adhesive bandages used, by gender, age, and race/Hispanic origin, October 2010-November 2011
                                                                                                                                                                                                                              • Figure 89: Preferred brands of adhesive bandages, by gender and age, October 2010-November 2011
                                                                                                                                                                                                                          • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                                                              • Figure 90: First aid product usage, by household income, April 2012
                                                                                                                                                                                                                              • Figure 91: First aid product usage, by household size, April 2012
                                                                                                                                                                                                                              • Figure 92: First aid kit ownership, by education level, April 2012
                                                                                                                                                                                                                              • Figure 93: First aid kit ownership, by employment status, April 2012
                                                                                                                                                                                                                              • Figure 94: First aid product purchase locations, by age, April 2012
                                                                                                                                                                                                                              • Figure 95: First aid product purchase locations, by household income, April 2012
                                                                                                                                                                                                                          • Appendix—Trade Associations

                                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                                            • Bayer AG
                                                                                                                                                                                                                            • Braun GmbH
                                                                                                                                                                                                                            • Dorel Juvenile Group Inc.
                                                                                                                                                                                                                            • Food Products Association
                                                                                                                                                                                                                            • Grocery Manufacturers of America (GMA)
                                                                                                                                                                                                                            • Johnson & Johnson
                                                                                                                                                                                                                            • Kaz, Inc.
                                                                                                                                                                                                                            • Merck & Co. Inc.
                                                                                                                                                                                                                            • Merz Pharmaceuticals LLC
                                                                                                                                                                                                                            • National Association of Chain Drug Stores (NACDS)
                                                                                                                                                                                                                            • Procter & Gamble USA
                                                                                                                                                                                                                            • Unilever USA
                                                                                                                                                                                                                            • YouTube, Inc.

                                                                                                                                                                                                                            The First Aid Market - US - September 2012

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