US First Aid Market Report 2023

Overview

• What you need to know
• This Report looks at the following areas
• Definition
• Market context

Executive Summary

• Top takeaways
• Consumer trends
• Competitive strategies
• Bandages can blend in or stand out
• Consumer interest in natural pushes bandage innovation forward
• Smartphone technology threatens thermometer sales
• Market predictions
  • Figure 1: Total US sales and fan chart forecast of first aid products, at current prices, 2018-28
  • Figure 2: Category outlook, 2023-28
• Opportunities
• Gen Z, Millennials looking for diverse shades and designs
  • Figure 3: Important product attributes, by generation, 2023
• Added benefits can revitalize stagnant category
  • Figure 4: Trial and interest in first aid innovation, 2023

Market Size and Forecast

• Short-term sales spike leads to declines in succeeding years
  • Figure 5: Total US sales and fan chart forecast of first aid products, at current prices, 2018-28
  • Figure 6: Total US retail sales and forecast of first aid products, at current prices, 2018-28

Segment Performance

• Accessories continue to be biggest market seller
  • Figure 7: Total US retail sales of first aid products, by segment, at current prices, 2021 and 2023
• Consumers are most often shopping online or at warehouse clubs
  • Figure 8: Total US retail sales of first aid products, by channel, at current prices, 2018-23

Market Share/Key Players

• Johnson & Johnson retains significant sales margin over Unilever
• Sales of first aid by company
  • Figure 9: Multi-outlet sales of first aid, by leading companies, rolling 52 weeks 2022 and 2023

Current Product Usage

• Vast majority of US adults have purchased first aid products
  • Figure 10: First aid product purchasing – NET, 2023
• • Figure 11: First aid product purchasing, by type of purchase, 2023
• Women more likely to keep well-stocked first aid cabinet
  • Figure 12: First aid product purchasing, by type of purchase, by gender and age, 2023

Competitive Strategies and Market Opportunities

• Innovation in bandages
• Use bandages to diagnose infection
  • Figure 13: Curad x Kendra Dandy Facebook post
• • Figure 14: BAND-AID OURTONE Instagram post
• New apps and technology aim to turn consumer smartphones into thermometers
• Smartphone infrared technology
• There’s an app for that?
• Materials innovation focuses on sustainability
• Using fruit for post-surgical bandages
• Infusing healing ingredients directly into wounds
  • Figure 15: Curad Naturals Facebook post

The First Aid Consumer – Fast Facts

First Aid Product Purchasing

• Stocking up behavior tempers purchases
  • Figure 16: First aid product purchasing, 2020 and 2023
• PPE reserves bountiful, medication and supplements most purchased
  • Figure 17: First aid product purchasing behavior, 2023
• Parents are preparing for first aid needs
  • Figure 18: Stocking up on first aid products, by parental status, 2023
• Educate parents on the utility of liquid bandages
  • Figure 19: Private label liquid bandage offerings, 2022 and 2023

First Aid Usage Behaviors

• Nearly 20% of US adults are trading down
  • Figure 20: First aid usage behaviors, 2023
• Younger consumers want to bundle their products
  • Figure 21: First aid usage behaviors, by gender and age, 2023

Important Product Attributes

• Functional attributes remain critical
  • Figure 22: Important product attributes, 2023
• Gen Z, Millennials looking for diverse shades and designs
  • Figure 23: Important product attributes, by generation, 2023

Purchase Influencers

• Position of trust: recommendations highly regarded; habits hard to break
  • Figure 24: Resources of influence, 2023
• Older consumers know what they want, but younger are still open to recommendations
  • Figure 25: Resources of influence, by age and gender, 2023

Attitudes toward First Aid and Products

• One third do not intervene with healing process
  • Figure 26: Attitudes toward first aid and products, 2023

Trial and Interest in First Aid Innovations

• Added benefits can revitalize stagnant category
  • Figure 27: Trial and interest in first aid innovation, 2023
  • Figure 28: First Honey Manuka honey bandages, 2022

Appendix – Data Sources and Abbreviations

• Data sources
• Sales data
• Forecast
• Consumer survey data
• Abbreviations and terms
• Abbreviations

Appendix – The Market

• • Figure 29: Total US retail sales and forecast of first aid products, at inflation-adjusted prices, 2018-28
  • Figure 30: US supermarket sales of first aid products, at current prices, 2018-23
  • Figure 31: US drugstore sales of first aid products, at current prices, 2018-23
  • Figure 32: US sales of first aid products through other retail channels, at current prices, 2018-23

Appendix – Companies and Brands

• • Figure 33: Multi-outlet sales of first aid accessories, by leading companies and brands, rolling 52 weeks 2022 and 2023
  • Figure 34: Multi-outlet sales of first aid treatments, by leading companies and brands, rolling 52 weeks 2022 and 2023
• • Figure 35: US multi-outlet sales of foot care devices, by leading companies and brands, rolling 52 weeks 2022 and 2023