Stay ahead of the curve and secure future growth for your business with Mintel’s UK First Aid Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest trends and consumer behaviors affecting your industry. Get a 360° view of the First Aid products industry including market size, share and forecasted growth.
Below, we’ve handpicked the key insights analyzed in the full report and summarized the core topics.
Key Topics Covered in this Report
- The impact of the cost-of-living crisis on the first aid category, including the importance of price and quality to consumers.
- Changes in first aid usage and wounds/injuries experienced since the COVID-19 pandemic.
- Launch activity and innovation in the first aid category.
- The purchase journey for first aid products, including channel usage, purchase motivations and research behaviours.
- Interest in first aid product innovation.
- Consumer confidence in their ability to treat wounds/injuries and select the right first aid products.
UK First Aid Industry – Current Landscape
The UK first aid products market saw an increase in 2022, but has yet to recover to pre-pandemic levels. Further growth is expected in 2023, driven by inflation and the ongoing recovery in travel which is rebuilding demand for insect repellents. Consumers are focussing on essential first aid products, and buying lower-cost products amid the cost-of-living crisis.
- UK First Aid Market Size:Â The market increased by 4.9% in 2022, however it has not yet recovered from the 13.6% decrease experienced in 2020.
UK First Aid Products Industry – What’s next for the market?
Indicating a growing concern for the environment, 61% of adults have not used but are interested in utilizing first aid products made with eco-friendly materials. As plasters remain the most commonly used first aid products, it is important for brands to focus on the use of eco-friendly materials to address the disposable nature of these products, such as plasters that are normally made from plastic materials to be made from bamboo fibres instead. This is a crucial step towards improving the overall environmental impact of the first aid category.
To learn more about the UK First Aid market, including a five-year forecast, analysis of consumer behaviour, and recommendations for market opportunities, purchase our full UK First Aid Market Report.
More About this Report
For the purposes of this report, Mintel defines the following products as first aid: antiseptic creams, sprays and wipes, antiseptic liquids/disinfectants, bandages, adhesive plasters and dressings, burn treatments, sting and bite relief products, first aid kits.
This report covers market share and sales of leading brands in the UK first aid industry, including Elastoplast, Melolin, Dettol, Jungle Formula, Savlon, TCP, Micropore, and more.
Expert Analysis from an Industry Specialist
This report, written by Shiyan Zering, a leading BPC & OTC analyst, delivers in-depth commentary and analysis to highlight current trends in the UK first aid market and add expert context to the numbers.
Consumers’ lifestyles have returned to normal following the COVID-19 pandemic, resulting in value growth in the first aid category, particularly stemming from the insect repellent segment due to increased travel and hotter local climates. During the income squeeze, value will be sought-after, particularly for basic first aid products. However, quality remains integral and there are opportunities to disrupt the category with personalisation and sustainability-focused innovation.
Shiyan Zering
BPC & OTC Analyst
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Overview
- Key issues covered in this Report
- Products covered in this Report
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Executive Summary
- The five year outlook for first aid
- Figure 1: Category outlook for first aid, 2023-27
- The market
- First aid sales bounce back as restrictions ease
- Figure 2: Market size for first aid market, 2018-28
- Explore innovation and advertising to excite first aid
- Companies and brands
- Plasters and bandages continue to dominate NPD
- Figure 3: New product launches in the first aid category, by sub-category, 2019-23
- Elastoplast continues to lead market share
- Figure 4: UK retail value sales of first aid dressings, by brand, 2023
- Insect repellent brands show significant increase
- Figure 5: UK retail value sales of antiseptics and insect repellents, by brand, 2023
- The consumer
- Target young men’s frequent shaving cuts
- Figure 6: Wounds/injuries experienced in the last 12 months, 2023
- Overall usage of first aid has levelled to pre-pandemic levels
- Figure 7: Usage of plaster, dressing and bandage first aid products, 2023
- General antiseptic creams are preferred over specialised treatments
- Figure 8: Usage of antiseptic products and insect repellents, 2023
- Half of consumers are buying products as a precaution
- Figure 9: Purchase journey for first aid products, 2023
- Provide additional benefits in children’s first aid
- Figure 10: Interest in first aid product innovations, 2023
- Target social media education for younger consumers
- Figure 11: Behaviours related to first aid usage and purchase confidence, 2023
- Own-label brands are favoured but have room to grow
- Figure 12: Attitudes towards first aid brands and product availability, 2023
- The five year outlook for first aid
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Issues and Insights
- Consumers expect value and quality
- Precaution and personalisation are sought after
- Consumers are interested in natural and eco claims
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Market Size and Performance
- Pandemic restrictions impact first aid
- Figure 13: Market size for first aid, 2018-23
- First aid sales bounce back as restrictions ease
- Pandemic restrictions impact first aid
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Market Forecast
- Boost education for the category’s growth
- Figure 14: Category outlook for first aid, 2023-27
- Explore innovation and advertising to excite first aid
- Figure 15: Market forecast for first aid, 2022-27
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- Figure 16: UK retail value sales of first aid products, 2024-28
- Improve education on sprain support
- Learnings from the last income squeeze
- Forecast methodology
- Boost education for the category’s growth
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Market Segmentation
- Insect repellents drives first aid sales growth
- Figure 17: UK retail value sales of first aid products, by segment, 2021-23
- Plasters and first aid dressings growing
- Antiseptic brands can tap into preferred formats
- Promote support bandages for active lifestyles
- Insect repellents drives first aid sales growth
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Channels to Market
- Own-label demand influences place of purchase
- Figure 18: UK Retail value sales of first aid products, by retail channel, 2021-23
- Chemists/pharmacies can benefit from the expertise they offer
- Online and discounters recover due to convenience and price
- Own-label demand influences place of purchase
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Market Drivers
- Inflation will continue to eat into consumer spending power over the course of 2023
- High inflation and rising interest rates will compound the impact of the slowing recovery
- Consumer spending power will be curbed
- Consumers’ financial wellbeing has fallen from the highs of 2021…
- Figure 19: Household financial wellbeing index, 2016-23
- …and most people are feeling the effects of price rises
- COVID-19 caused consumers to use first aid products in different ways
- Create targeted products for an ageing population
- Figure 20: Trends in the age structure of the UK population, 2018 – 2028
- A&E attendees have grown
- Figure 21: A&E attendances, by age group, 2020/21 – 2021/22
- Plastic Packaging Tax impacts first aid
- Travel and festivals boosts first aid demand
- UK summer heatwaves boosted demand for insect repellents
- At-home DIY could lead to injuries
- Figure 22: The impact of the rising cost of living on home DIY, 2023
- Target fitness enthusiasts
- Figure 23: Exercise locations in the last 12 months, 2023
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Market Share
- Elastoplast continues to lead market share
- Figure 24: UK retail value sales of first aid dressings, 2021, 2022 and 2023
- Insect repellent brands show significant increase
- Figure 25: UK retail value sales of antiseptics and insect repellents, 2021, 2022 and 2023
- Own-label leads dressings but lags in repellents
- Elastoplast continues to lead market share
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Launch Activity and Innovation
- Plasters and bandages continue to dominate NPD
- Figure 26: New product launches in the first aid category, by sub-category, 2019-23
- Figure 27: Examples of new product launches in the plasters and bandages segment, 2023
- Opportunity for natural insect repellents with increased travel
- Figure 28: Example of a new product launch in the insect treatments/repellents segment, 2022
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- Figure 29: Example of a new product launch in the suncare category carrying insect repellent claims, 2023
- Excite the antiseptic category
- Figure 30: Examples of new product launches in the antiseptic creams segment, 2022-23
- Go beyond packaging innovation
- Figure 31: New product launches in the first aid category, by launch type, 2019-23
- Figure 32: Example of new variety/range extension in the first aid category, 2022
- Extend sustainability efforts to product content
- Figure 33: New product launches in the first aid category, by top 10 claims (based on 2022), 2019-23
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- Figure 34: Examples of new product launches in the first aid category carrying sustainable claims, 2022-23
- Continue implementing sensitive skin claims
- Figure 35: New product launches in the first aid category, by product testing claims, 2019-23
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- Figure 36: Example of a new product launch in the first aid category carrying for sensitive skin claims, 2022
- Private-label innovation is prominent
- Figure 37: New product launches in the first aid category, by private-label vs branded, 2019-23
- Figure 38: Examples of private-label product launches in the first aid category, 2022-23
- Boots, Tesco and Morrisons drive NPD
- Figure 39: New product launches in the first aid category, by ultimate companies, 2022
- Figure 40: Examples of private-label product launches in the first aid category, 2022
- 151 Products enters the top 10
- Figure 41: Examples of new product launches by 151 products, 2022
- Target children with fun characters and formats
- Figure 42: New product launches in the first aid category carrying children claims, 2019-23
- Figure 43: Examples of new product launches in the first aid category carrying children claims, 2022-23
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- Figure 44: Example of a new product launch for children carrying insect repellent claims, 2023
- Plasters and bandages continue to dominate NPD
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Advertising and Marketing Activity
- Digital accounts for the highest portion of ad spend
- Figure 45: Total above-the line, online display and direct mail advertising expenditure on first aid, 2019-23
- Sudocrem utilises social media and TV to engage
- Figure 46: Total above-the line, online display and direct mail advertising expenditure on first aid, by leading advertisers, 2022
- Welly reframes healing
- Elastoplast collaborates with GP brand ambassador
- Jungle Formula heats up summer with TikTok
- British Red Cross targets social media to boost awareness
- Nielsen Ad Intel coverage
- Digital accounts for the highest portion of ad spend
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Experience of Wounds and Injuries
- Overall experiences have remained steady
- Figure 47: Wounds/injuries experienced in the last 12 months, 2023
- Target young men’s frequent shaving cuts
- Figure 48: Select wounds/injuries experienced in the last 12 months, by gender and age, 2023
- Cater to walking for fitness blisters
- Skin barrier protection claims can treat sore/chapped skin
- Consider health conditions that can affect healing process
- Create a buzz for multifunctional personal care
- Figure 49: Kinfield’s Shark Tank Bundle, 2023
- Tap into fragrance market for women’s insect repellents
- Figure 50: Select wounds/injuries experienced in the last 12 months, by gender, 2023
- Overall experiences have remained steady
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Usage of Plasters, Dressing and Bandages
- Overall usage of first aid has levelled to pre-pandemic levels
- Figure 51: Usage of plaster, dressing and bandage first aid products, 2023
- Promote the use of bandages in targeted sport campaigns
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- Figure 52: Usage of select plaster, dressing and bandage first aid products, by age, 2023
- Encourage older consumers to use support
- Hydrocolloid plasters decline further in usage
- Overall usage of first aid has levelled to pre-pandemic levels
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Usage of Other First Aid Products
- General antiseptic creams are preferred over specialised treatments
- Figure 53: Usage of antiseptic products and insect repellents, 2023
- Create bag-friendly first aid kits for on-the-go
- Figure 54: Keep>Going Signature Loaded Minikit, 2023
- General antiseptic creams are preferred over specialised treatments
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The Purchase Journey for First Aid Products
- In-store purchasing is favoured
- Figure 55: Channels used to purchase first aid products, 2023
- Half of consumers are buying products as a precaution
- Figure 56: Purchase journey for first aid products, 2023
- Encourage consumers to seek advice on minor injuries
- Boost online purchasing through convenience
- Figure 57: Purchase journey for first aid products, by purchase channel, 2023
- Online shoppers are influenced by more voices
- In-store purchasing is favoured
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Interest in First Aid Innovation
- Provide additional benefits in children’s first aid
- Figure 58: Interest in first aid product innovations, 2023
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- Figure 59: Example of a new product launch in children’s first aid that included additional benefits, 2023
- Consumers are seeking out sustainable alternatives
- Tackle sensitive skin concerns with natural remedies and unique formats
- Smart bandage innovation prevents and detects infection
- Blur with bodycare to prevent skin rashes
- Customisation boosts comfort
- Tech-powered customisation elevates user experiences
- Refresh the category through design
- Provide additional benefits in children’s first aid
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First Aid Usage and Purchase Confidence
- Education young consumers via social media
- Figure 60: Behaviours related to first aid usage and purchase confidence, 2023
- Encourage older consumers to seek professional advice
- Pharmacist advice helps consumers navigate choice
- Figure 61: Purchase journey for first aid products, by the experience of overwhelm when buying first aid products, 2023
- Utilise QR codes and apps for additional advice and support
- Education young consumers via social media
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Attitudes towards First Aid Brands and Product Availability
- Own-label brands are favoured, but have room to grow
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- Figure 62: Attitudes towards first aid brands and product availability, 2023
- Quality will remain integral in purchase decisions
- Increase availability in active locations
- Boost brand loyalty with one-stop-shop products
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Appendix – Data Sources, Abbreviations and Supporting Information
- Abbreviations
- Consumer research methodology
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Appendix – Forecast Methodology
- Market forecast and prediction intervals
- Figure 63: Market forecast for first aid, 2023-28
- Market drivers and assumptions
- Forecast methodology
- Market forecast and prediction intervals
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