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Description

Description

Covered in this report

The first aid category has experienced a decline in value sales of 4.7% to £166 million in 2019, driven by savvy shopping behaviours as well as continued innovation from the private label sector. Insect repellents in particular saw the biggest decline (12%), driven by fewer people going on long-haul holidays.


However, consumer interest in innovation is high and there are opportunities that brands are yet to fully tap into. 49% of adults are interested in healing plasters, whilst 45% would like to see biodegradable plasters. The category is likely to show long-term growth, driven by NPD and an ageing population.

“The value of the first aid category has fluctuated in recent years and is estimated to show significant decline in 2019 due to reduced NPD and competition from the private label sector. Future growth will come from brands offering consumers added value propositions, as well as engaging with them using educational initiatives. This could be through online advertising and tutorials, as well as NPD in products containing healing properties, smart technology, or customisation, or connecting with consumers through sustainability and ethical trends.”

– Emilia Greenslade, Junior Research Analyst

This Report looks at the following areas:

  • Performance-related benefits could boost spend
  • Brands need to take eco-friendly claims down to the product level
  • Engage with consumers online

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • The market shows a decline in value in 2019
              • Figure 1: Best- and worst-case forecast of UK value sales of first aid products, 2014-2024
            • Companies and brands
              • Own-label remains competitive
                • Figure 2: NPD in the first aid category by branded vs own-label, 2016-Oct 2019
              • Elastoplast dominates first aid dressings market
                • Figure 3: Brand shares in first aid dressings segment, year ending November 2019
              • Lack of advertising reduces sales of Jungle Formula and Savlon
                • Figure 4: Brand shares in antiseptic segment, year ending November 2019
              • The consumer
                • Seniors drive experience of minor nicks/cuts
                  • Figure 5: Wounds/injuries experienced, October 2019
                • Convenience is key
                  • Figure 6: Usage of plaster, dressing and bandage first aid products, October 2019
                • Interest in performance-related benefits is high
                  • Figure 7: Interest in plaster innovations, October 2019
                • Eco-trends may impact antiseptic wipes
                  • Figure 8: Usage of antiseptic creams, antiseptic liquids, burn relief and insect repellent, October 2019
                • Opportunities to educate consumers online
                  • Figure 9: Behaviours related to first aid, October 2019
                • What we think
                • Issues and Insights

                  • Performance-related benefits could boost spend
                    • The facts
                      • The implications
                        • Brands need to take eco-friendly claims down to the product level
                          • The facts
                            • The implications
                              • Engage with consumers online
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • Value of the first aid category declines in 2019
                                      • Bandages see growth whilst insect repellents decline
                                        • Savvy shopping behaviours impact the category
                                          • Ageing population provides opportunities
                                            • Cater to a more diverse market
                                              • Healthy lifestyles impact injuries
                                              • Market Size and Forecast

                                                • 2019 sees a significant decline
                                                  • Figure 10: UK retail value sales of first aid products, at current and constant prices, 2014-2024
                                                • NPD will benefit the category
                                                  • Figure 11: Best- and worst-case forecast of UK value sales of first aid products, 2014-2024
                                                • Forecast methodology
                                                • Market Segmentation

                                                  • Holidays impact insect repellent sales
                                                    • Figure 12: UK retail value sales of first aid products, 2018-2019
                                                  • Active lifestyles may drive purchase of bandages
                                                  • Channels to Market

                                                    • Grocery multiples hit by discounters and online
                                                      • Figure 13: UK Retail value sales of first aid products, by outlet type, 2018-2019
                                                    • Challenging retail climate impacts chemists
                                                    • Market Drivers

                                                      • Ageing population provides opportunities
                                                        • Figure 14: Trends in the age structure of the UK population, 2014-2024
                                                      • Trendy plasters could appeal to teens and tweens
                                                        • Figure 15: Me4Kidz Metallic Tattoo Bandages, 2018
                                                      • A&E emergencies have risen
                                                        • Figure 16: A&E attendances, by age group, 2017/18 – 2018/19
                                                      • Plaster brands should cater to a more diverse market
                                                        • Figure 17: Change in UK’s ethnic groups, England and Wales, 2001-2011
                                                      • Hair removal is on the rise
                                                        • Figure 18: Hair removal areas by body and face (nets), June 2016 and June 2018
                                                      • Facial plasters can be fun
                                                        • Figure 19: Starface hydro-stars hydrocolloidal pimple patches, 2019
                                                      • Sports participation offers opportunities
                                                        • Figure 20: Top five most-played sports, July 2018- July 2019
                                                      • Healthy lifestyle aspirations drive cooking from scratch
                                                        • DIY activities increase
                                                          • Figure 21: Where consumers look for information, by generation, march 2019
                                                        • Growth in number of holidays taken is slowing
                                                        • Companies and Brands – What You Need to Know

                                                          • Own-label takes large proportion of market share
                                                            • NPD declines
                                                              • The environment is an increasing area of focus
                                                                • Own-label leads NPD
                                                                  • Advertising spend grows
                                                                    • First aid advertising targets active lifestyles
                                                                    • Market Share

                                                                      • Elastoplast maintains its market position in dressings
                                                                        • Figure 22: Brand shares in first aid dressings segment, years ending November 2018 and 2019
                                                                      • Comforting and safety claims appeal to parents
                                                                        • Decline in advertising spend impacts big brands
                                                                          • Figure 23: Brand shares in antiseptic segment, years ending November 2018 and 2019
                                                                        • Own-label dominates first aid segments
                                                                        • Launch Activity and Innovation

                                                                          • NPD is in decline
                                                                            • Figure 24: New product development in the first aid category, by sub-category, January 2016-October 2019
                                                                          • Plasters get more innovative
                                                                            • Figure 25: Superdrug gentle healing advanced silicone plasters, 2019
                                                                          • Hospital grade technology could hit stores
                                                                            • Insect repellent NPD taps into consumer concerns
                                                                              • Figure 26: Examples of NPD in insect repellents with natural ingredients, 2019
                                                                              • Figure 27: Zap-It! Mosquito patch, 2019
                                                                            • New varieties and range extensions regain focus
                                                                              • Figure 28: New product development in the first aid category by launch type, January 2016-October 2019
                                                                              • Figure 29: Scholl party feet sore spot cushions, 2019
                                                                            • NPD in packaging featured more in 2018
                                                                              • Figure 30: Examples of first aid new packaging launches, 2018
                                                                            • Ethical claims are a top consideration
                                                                              • Figure 31: Top 10 claims in the first aid category by 2018, 2016 – October 2019
                                                                              • Figure 32: Tesco First Aid Kit, 2019
                                                                            • Sustainability should go down to the product level
                                                                              • Figure 33: Pyramid biodegradable insect repellent wipes, 2019
                                                                            • Time/speed claim experiences the highest growth
                                                                              • Figure 34: Alfasilver first aid with silver ions for wound treatment, 2019
                                                                            • Tackling skin claims could add value
                                                                              • Figure 35: SOS solution for bites, 2019
                                                                            • Own-label continues to be competitive
                                                                              • Figure 36: NPD in the first aid category by branded vs own-label, 2016-Oct 2019
                                                                              • Figure 37: Examples of own-label first aid product launches, 2019
                                                                            • Tesco is leading NPD
                                                                              • Figure 38: NPD in the first aid category, by top ultimate companies and other, 2018
                                                                              • Figure 39: Examples of Tesco product launches, 2018
                                                                            • Beiersdorf invests in Elastoplast
                                                                              • Figure 40: Examples of NPD by Beiersdorf, 2018 and 2019
                                                                            • Boots invests in insect repellents
                                                                              • Figure 41: Examples of Boots insect repellent product launches, 2019
                                                                              • Figure 42: Boots first aid travel kits, 2018
                                                                          • Advertising and Marketing Activity

                                                                            • First aid sees an increase in advertising spend
                                                                              • Figure 43: Recorded above-the-line, online display and direct mail total advertising expenditure on the first aid category, January 2015 to October 2019
                                                                            • Educational campaigns have seen more of a push
                                                                              • Sudocrem sees advertising push
                                                                                • Figure 44: Recorded above-the-line, online display and direct mail total advertising expenditure on the first aid category by top companies and other, 2018
                                                                                • Figure 45: Sudocrem ‘soothing families’ advertisement, April 2019
                                                                              • First aid brands target active lifestyles
                                                                                • Figure 46: Compeed ‘keeps you on track’ campaign, 2019
                                                                                • Figure 47: Elastoplast #GetUpAgain campaign, April 2019
                                                                              • Nielsen Ad Intel coverage
                                                                              • The Consumer – What You Need to Know

                                                                                • Seniors drive experience of minor nicks/cuts
                                                                                  • Blister plaster brands need to move with the trends
                                                                                    • Convenience is key
                                                                                      • Interest in performance-related benefits is high
                                                                                        • Environmental concerns are becoming more widespread
                                                                                          • Opportunities to educate consumers online
                                                                                          • Experience of Wounds/Injuries

                                                                                            • Plaster brands should target seniors
                                                                                              • Figure 48: Wounds/injuries experienced, October 2019
                                                                                            • Experience of insect bites could be impacted by holidays
                                                                                              • Blister plaster brands need to extend their offerings
                                                                                                • Figure 49: Experience of blisters, by age and gender, October 2019
                                                                                              • Active lifestyles drive injuries in young people
                                                                                              • Usage of Plasters, Dressings and Bandages

                                                                                                • Convenience is important
                                                                                                  • Figure 50: Usage of plaster, dressing and bandage first aid products, October 2019
                                                                                                • Use of blister-specific plasters/patches is low
                                                                                                  • Figure 51: Types of plasters used by experience of blisters, October 2019
                                                                                                • Poor consumer understanding of hydrocolloid drives down usage
                                                                                                  • Usage of plasters lower amongst men
                                                                                                    • Figure 52: Usage of types of plasters, by gender, October 2019
                                                                                                  • Young consumers drive growth in sports bandages
                                                                                                    • Figure 53: Usage of bandage products, by age, October 2019
                                                                                                • Interest in Plaster Innovations

                                                                                                  • Performance-related benefits are important
                                                                                                    • Figure 54: Interest in plaster innovations, October 2019
                                                                                                  • Visual triggers can highlight efficacy
                                                                                                    • Figure 55: Band-aid hydro-seal, 2019
                                                                                                  • Wearable technology has a place in plasters
                                                                                                    • Figure 56: Any interest in smart plasters and electric plasters, by age, October 2019
                                                                                                  • Customisation is appealing
                                                                                                    • Figure 57: HeltiQ skin coloured bandages, 2018
                                                                                                  • Fragranced plasters could provide link to wellness
                                                                                                    • Environmental focus reaches plasters
                                                                                                    • Usage of Other First Aid Products

                                                                                                      • Antiseptic creams can tap into trend for natural ingredients
                                                                                                        • Figure 58: Usage of antiseptic product and insect repellents, October 2019
                                                                                                      • Environmental concerns could impact use of antiseptic wipes
                                                                                                        • Figure 59: Biodegradable insect repellent wipes, 2019
                                                                                                      • Multi-purpose antiseptic products offer convenience
                                                                                                        • Figure 60: Usage of specialised vs general treatments, by experience of minor burns or insect bites/stings in the last 12 months, October 2019
                                                                                                    • First Aid Behaviours

                                                                                                      • Majority store first aid products
                                                                                                        • Figure 61: Behaviours related to first aid, October 2019
                                                                                                      • Space concerns could be an issue for city dwellers
                                                                                                        • First aid kits with a purpose could appeal
                                                                                                          • Compact products for parents
                                                                                                            • Figure 62: Carrying of first aid products all the time, by parental status, October 2019
                                                                                                          • NPD investment drives positive perception of own-label
                                                                                                            • Reach out to consumers online
                                                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                • Abbreviations
                                                                                                                  • Consumer research methodology
                                                                                                                    • Forecast methodology

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