Efficacy and quality are important to consumers, with 56% of UK adults interested in hospital-grade first aid products, rising even higher among young parents. This presents opportunities for brands in this category to premiumise through high-quality products and by calling out their medical expertise. For example, scar care specialist Motivo highlights its ‘physician backed’ and ‘medical grade’ attributes, including its Scar Tape that provides advanced healing support.
A primary threat in the category is the inconsistent demand for first aid. The post-COVID-19 travel boom quietening down and a shorter summer leading to sales decline of insect repellents in 2024 shows how demand can fluctuate. However, brands/retailers can encourage purchases through more usage occasions, such as 38% of UK adults are interested in first aid products for pets.
First aid brands can redefine care and convenience by developing specialised products. Targeted solutions for cooking mishaps, beauty-related irritation and outdoor injuries/wounds can address the unique needs of diverse lifestyles and help first aid brands motivate consumers to expand product repertoires.
Brands can drive interest in first aid through effective and convenient solutions, and expand new usage occasions via targeted products for diverse lifestyles.
A Mintel Analyst, Global Analyst
For the purposes of this Report, Mintel has defined first aid products as the following:
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