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EXECUTIVE SUMMARY
- Opportunities for the first aid market
- Use range extensions to meet the underlying demand for convenience and specialised solutions
- Attract beauty enthusiasts to the first aid category to boost value sales
- Reduce the insect repellent segment’s reliance on the weather and international travel
- Market dynamics and outlook
- Market size & forecast
- Market predictions
- Future growth will be reliant on NPD and a variety of external factors
- What consumers want and why
- Most consumers are experiencing minor wounds or injuries…
- Graph 1: wounds/injuries experienced in the last 12 months, 2024
- …and as a result they rely on first aid products
- Graph 2: antiseptic and insect repellent first aid products used in the last 12 months, 2024
- Graph 3: plaster, dressing and bandage products used in the last 12 months, 2024
- In-store purchasing driven by convenience and expertise
- Convenience trumps brand name
- Graph 4: attributes considered most important when purchasing first aid products, 2024
- Pharmacy First initiative could impact purchase journeys
- Graph 5: sources relied upon for guidance in the event of a minor injury or wound, 2024
- Difficulty accessing GPs could boost usage of online resources
- Graph 6: first aid usage behaviours, 2024
- Innovation and marketing
- Focus of NPD remains on plasters and bandages
- Graph 7: first aid launch activity, by sub-category, 2020-24
- NPD reflects consumers needs on multiple fronts
- Sudocrem expands target audience
- Brands place efficacy front and centre
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MARKET DYNAMICS
- Market size
- The category’s COVID-19 recovery has plateaued
- Inflation has accelerated a shift toward private-label
- Market forecast
- Opportunities persist to ignite interest in first aid
- Specialist first aid products can accelerate growth
- Market segmentation
- Plasters, dressings and antiseptic creams are outperforming
- Consumers are turning away from insect repellents
- Sensorial and safety concerns of insect repellents deter consumers
- Market share
- Branded dressings win consumers with expertise
- Private-label antiseptic and insect repellents achieve growth amidst brand preference
- Channels to market
- H&B remains robust while grocery retailers struggle
- Market drivers
- CPI inflation slowed, but prices still increased
- Graph 8: CPI inflation rate, 2023-24
- Financial wellbeing will impact consumer behaviours
- Graph 9: the financial wellbeing index, 2023-24
- Cater for an ageing population
- Provide advanced care for blood thinner users
- Pharmacy First Initiative and online resources grant more access to medical service
- A shorter summer hit insect repellent sales
- Graph 10: monthly mean air temperature, 2023-24
- Travel can boost the use of insect repellents
- Scratch cooking could drive interest in specialist first aid products
- Pet first aid holds great potential
- Graph 11: pet ownership, 2024
- Sports participation bodes well for first aid category
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What Consumers Want and Why
- Wounds/injuries experienced in the last 12 months
- Consumers are exercising caution in their daily routines
- Graph 12: wounds/injuries experienced in the last 12 months, 2023 vs 2024
- Support young women in dealing with beauty related injuries
- Graph 13: select wounds/injuries experienced in the last 12 months, by gender and age, 2024
- Target those experiencing cooking related injuries…
- …and partner with meal kit providers
- Repertoire analysis suggests opportunity for portfolio expansion
- Graph 14: repertoire of wounds/injuries experienced in the last 12 months, 2024
- First aid products used in the last 12 months
- A decline in minor injuries impacts first aid usage
- Plasters remain the most used type of first aid product
- Graph 15: antiseptic and insect repellent first aid products used in the last 12 months, 2024
- Graph 16: plaster, dressing and bandage products used in the last 12 months, 2024
- Specialist and plus-size offerings help boost sales
- Target high earners with skin-friendly plasters
- Graph 17: repertoire of first aid products used in the last 12 months, 2024
- Channels used to purchase first aid products in the last 12 months
- Stores are the primary place of purchase
- Convenience and guidance drive in-store purchase
- Online channels win over younger consumers
- Graph 18: channels used to purchase first aid products in the last 12 months, by gender and age, 2024
- Target main decision-makers whilst empowering older consumers
- Attributes considered most important when purchasing first aid products
- Consumers are craving convenient and effective solutions
- Hone in on efficacy to boost average spend per product
- Graph 19: attributes considered most important when purchasing first aid products, 2024
- Explore regional traditions for natural inspiration
- Fitness enthusiasts could be driving interest in eco-friendly solutions
- Sources relied upon for guidance in the event of a minor injury or wound
- Medical expertise is valued when treating minor injuries
- Leverage trust in pharmacists
- Graph 20: sources relied upon for guidance in the event of a minor injury or wound, 2024
- Encourage consumers to fact-check social media information
- Modernise brand websites to retain parents
- First aid usage behaviours
- Six out of 10 have confidence in wound assessment
- Graph 21: first aid usage behaviours, 2024
- Skin rash suffers are reliant on online support
- Target beauty enthusiasts
- Beauty crossovers could reignite the category
- Young parents want medical grade products
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INNOVATION AND MARKETING TRENDS
- Launch activity and innovation
- Plasters and bandages remain the priority in NPD
- A lack of insect repellent innovation likely exacerbated the segment’s woes
- Graph 22: first aid launch activity, by sub-category, 2020-24
- Engage a wider audience with skin tone plasters
- Spotlight on sensitive skin offerings
- Packaging remains in focus
- Graph 23: first aid launch activity, by launch type, 2020-24
- Innovate with sharable parent-child packs
- Appeal to convenience-seeking consumers
- Branded launches saw an increase
- Graph 24: first aid launch activity, brands vs private-label, 2020-24
- Elastoplast refreshes its packaging
- Smart bandages for chronic wound management
- Advertising and marketing activity
- Elastoplast asserts its expertise
- Savlon puts user reviews front and centre…
- …and its variety of use cases
- Beauty brands encroach on the first aid space
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Appendix
- Supplementary data
- CHAID
- Trends in the age structure of the UK population
- Market forecast data and methodology
- Market size and forecast: constant and current prices
- Market forecast and prediction intervals (value)
- Forecast methodology
- Report scope and definitions
- Market definition
- Abbreviations and terms
- Consumer research methodology
UK First Aid Market Analysis
The first aid market in the UK experienced a slight decline in 2024 due to reduced injuries and the cost-of-living crisis. However, it remains essential, with a projected growth of 3.8% from 2024 to 2029. Key drivers include demand for convenient, specialized products for specific injuries, beauty routines, and pet care.
While some segments, like insect repellents, face challenges, there are still significant opportunities for first aid manufacturers to capitalize on trends such as premiumisation and innovative product offerings. Consumers are increasingly seeking value-driven, specialised solutions, particularly for parents and beauty enthusiasts, as well as products with hospital-grade quality at affordable prices. Despite the rise of private-label competition, there is still substantial growth potential for brands that can adapt to evolving consumer preferences. Additionally, the growth of online shopping and pharmacy-first services offers new channels for engagement, ensuring continued expansion in the UK’s first aid market in the coming years.
UK First Aid Industry Consumer Trends
In 2024, the UK first aid market saw a slight decline due to fewer injuries, though essential products like plasters remain widely used. Consumers prioritize convenience, infection prevention, and long shelf-life. Younger adults (18-34) are particularly interested in beauty-related first aid products, while young parents seek hospital-grade solutions. There’s growing demand for pet-specific first aid items and those with natural ingredients. Consumers prefer specialized products for specific needs, such as cooking mishaps or beauty injuries, and favor premium quality at affordable prices.
Purchasing the full report offers insights into consumer preferences, emerging first aid market trends, and market segmentation, helping you adapt your strategy and stay ahead in the competitive first aid industry.
About The Report
The First Aid Market Report provides a detailed analysis of key trends, consumer behavior, and market dynamics. It covers first aid products market size, segmentation, consumer preferences, and purchasing patterns, with a focus on product innovations, convenience, and specialized solutions. The report also examines factors such as the impact of the cost-of-living crisis, COVID-19, and evolving health trends. Manufacturers, retailers, and marketers will benefit from these insights to adjust strategies, develop targeted products, and identify growth opportunities.
Key Topics Analysed in the Report
- The impact of COVID-19 and the cost of living crisis on the first aid category.
- Factors driving a decline in retail value sales within the category in 2024.
- The most innovative product launches and marketing campaigns in the last 18 months.
- How polarised brand preferences could impact the value of the category in future.
- Opportunities to create new usage occasions and boost purchase frequencies
| Report Attributes | Details |
|---|---|
| Published Date | March 2025 |
| Data Range | 2019-2029 |
| Measurement Metrics | Revenue in £ |
| Country Focus | United Kingdom (UK) |
| Consumer Data | 1,958 internet users aged 18+, November 2024 |
| Number of Pages | 73 |
| Market Segmentation | Plasters, Bandages, Wound dressings, Antiseptics, First aid kits, Insect repellents, Sterile wipes, Compression wraps, Allergy relief products, Burn relief products, Pain relief products, Hydrocortisone creams |
| Leading Companies | Elastoplast, Boots, Savlon, Germolene, Jungle Formula, Dettol, TCP, Sol de Janeiro, Starface, Nutricare |
Meet the Expert Behind the Analysis
This report was written by Ziyu Tian. Ziyu joined the UK BPCH team in February 2025, having previously worked as an English-Chinese translator in the localisation team for over three years. In her current role, she analyses and writes reports focusing on the OTC and personal care categories as well as the annual ‘A year of innovation’ reports.
Download Report SummaryBrands can drive interest in first aid through effective and convenient solutions, and expand new usage occasions via targeted products for diverse lifestyles.
Ziyu Tian
OTC & Personal Care Research Analyst
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