First Aid - UK - October 2013
“The first aid category has remained stagnant and shown small incremental declines in value sales since 2008. The driving forces behind this are a combination of stiff competition from own-label brands, low investment in advertising and brand communication, as well as low consumer confidence in treating other people’s wounds/injuries.”
– Roshida Khanom, OTC and Personal Care Analyst
Some questions answered in this report include:
- Why has the category struggled to grow in value?
- Which consumer groups provide opportunities to the market?
- How can the market encourage people to treat themselves?
- How do people feel about shopping in this category?
The first aid category has seen a decline in value sales since 2008, and although growth is predicted in 2013 (driven by increased investment in advertising), long-term decline is likely unless the market responds to consumer needs. Encouraging people to self-treat and treat others is key in this market, as although consumers show confidence in treating themselves, confidence in treating others is much lower.
With growth in the population of the oldest and youngest demographics predicted, encouraging parents to treat wounds/injuries on their children and elderly people to treat themselves rather than seek medical advice are key to boosting the market. Although there is little in new product development in the market, with own-label launches outnumbering branded launches, manufacturers could do more to advertise existing products and innovations.
This report covers the UK consumer market for first aid products, including products in the following categories:
antiseptic creams, sprays and wipes
antiseptic liquids/disinfectants, for personal use
bandages (support bandages, crêpe and cotton bandages and finger stalls)
adhesive plasters and dressings, including blister treatments
sting and bite relief products
first aid kits
Value figures throughout this report are at retail selling prices (rsp) unless otherwise stated. Market sizes at constant 2013 prices are calculated using Mintel’s Chemist Goods deflator.
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