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First Aid - US - December 2013

Published By :

Mintel

Published Date : Nov 2013

Category :

Healthcare

No. of Pages : 118 Pages


The first aid market is expected to grow steadily into 2018. To accelerate market growth, companies should focus on the needs of aging consumers, better engage with low-product usage groups like Blacks and Hispanics, and encourage consumers to be more prepared to treat injuries, especially on-the-go.
TABLE OF CONTENT

Scope and Themes
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms

Executive Summary
The market
Figure 1: Total US retail sales and fan chart forecast of first aid products, at current prices, 2008-18
Market factors
Aging population will impact market
Better engagement of Blacks and Hispanics could help market
Segment performance
Figure 2: Total US retail sales and forecast of first aid products, by segment, at current prices, 2010-15
Market players
Figure 3: Share of MULO sales of first aid products, by leading companies, 2013
The consumer
Paper and shaving cuts most common wound/injury
Figure 4: Incidence of any personal injury, by gender and age, September 2013
Adhesive bandages, cotton balls/swabs, and antiseptic treatments most common products
Consumers don’t have strong preference between branded or private label products
Figure 5: Shopping for first aid products, September 2013
Most not prepared for wounds/injuries when on the go
What we think

Issues and Insights
Focus on needs of aging consumers
Issues
The implications
Increase outreach to Blacks and Hispanics
Issues
The implications
Encourage greater consumer preparedness, especially on-the-go
Issues
The implications

Trend Application
Trend: Transumers
Trend: Mood to Order
Mintel Futures: Old Gold

Market Size and Forecast
Key points
First aid market continuing to grow
Sales and forecast of first aid products
Figure 6: Total US retail sales and forecast of first aid products, at current prices, 2008-18
Figure 7: Total US retail sales and forecast of first aid products, at inflation-adjusted prices, 2008-18
Fan chart forecast
Figure 8: Total US retail sales and fan chart forecast of first aid products, at current prices, 2008-18

Market Drivers
Key points
Aging population will impact on first aid market
Figure 9: Population, by age, 2008-18
Number of households with children declining
Figure 10: Households, by presence of own children, 2002-12
Seasons have impact on market
Better engagement of Hispanics and Blacks could help market
Figure 11: Population, by race and Hispanic origin, 2008-18

Segment Performance
Key points
First aid accessories top the market
Figure 12: Segment share of total US retail sales of first aid products, 2013
Figure 13: Total US retail sales and forecast of first aid accessories, at current prices, 2008-13
First aid treatments enjoy steady growth
Figure 14: Total US retail sales and forecast of first aid treatments, at current prices, 2008-13
Strong growth expected for muscle/joint support devices segment
Figure 15: Total US retail sales and forecast of muscle/joint support devices, at current prices, 2008-13

Retail Channels
Key points
Most purchases take place through “other retail channels”
Drug stores also account for strong portion of category sales
Sales of first aid products, by channel
Figure 16: Total US retail sales of first aid products, by channel, at current prices, 2011-13
Figure 17: Total US retail sales of first aid products, by channel, at current prices, 2008-13

Leading Companies
Key points
Private label and Johnson & Johnson have strongest presence
3M sees success with muscle/joint support devices
MULO manufacturer sales of first aid products
Figure 18: MULO sales of first aid products, by leading companies, 2012 and 2013

Brand Share – First Aid Accessories – Bandages, Cotton Balls/Swabs, Tape, and Gauze
Key points
Private label leads sales of first aid accessories
Johnson & Johnson struggles except for standard Band-Aid line
3M sees success with Nexcare product line
MULO sales of first aid accessories: bandages, cotton balls/swabs, tape, and gauze
Figure 19: MULO sales of first aid accessories: bandages, cotton balls/swabs, tape, and gauze, by leading companies, 2012 and 2013

Brand Share – First Aid Accessories – First Aid Kits and Thermometers
Key points
Private label top player
Helen of Troy see success with Vicks products
Declining Red Cross sales results in struggle for Johnson & Johnson
MULO sales of first aid accessories: first aid kits and thermometers
Figure 20: MULO sales of first aid accessories: first aid kits and thermometers, by leading companies, 2012 and 2013

Brand Share – First Aid Treatments
Key points
Private label tops MULO first aid treatments segment
Johnson & Johnson struggles with Neosporin
Beiersdorf growing with Aquaphor product lines
MULO sales of first aid treatments
Figure 21: MULO sales of first aid treatments, by leading companies, 2012 and 2013

Brand Share – Muscle/Joint Support Devices
Key points
3M sees strong growth with Futuro and Ace brands
MULO sales of muscle/joint devices
Figure 22: MULO sales of muscle/joint devices, by leading companies, 2012 and 2013

Innovations and Innovators
Private label has significant momentum in category
Figure 23: Share of private label and branded bandage launches, 2008-13
Figure 24: Share of private label and branded antiseptic treatment launches, 2008-13
Consumers have several private label options
Products designed for children

Marketing Strategies
Overview
Market focuses on appealing to kids and moms
Figure 25: Band-Aid MagicVision Application
Figure 26: Nexcare Dr. Mom webpage

Wounds/Injuries Experienced
Key points
Paper and shaving cuts most common among adults
Figure 27: Incidence of any personal injury, by gender and age, September 2013
Knee and elbow scrapes most common among children
Figure 28: Incidence of any child’s injury, among parents by age of child, September 2013

First Aid Product Ownership
Key points
Adhesive bandages, cotton balls swabs, and treatment products most commonly owned
Younger consumers less likely have first aid products in their home
Figure 29: First aid products in the home, by gender and age, September 2013
Parents with young children more likely to have first aid kit
Figure 30: First aid products in the home, among parents by age of child, September 2013

Brand Usage
Band-Aid and Neosporin most commonly used brands
Figure 31: Brands of first aid products used, by household income, May 2012-June 2013

Shopping for First Aid Products
Key points
Women more likely to be making first aid purchases
Figure 32: First aid purchaser, by gender and age, September 2013
Consumers don’t demonstrate strong preference for branded or private label products
Figure 33: Shopping for first aid products, by gender and age, September 2013

Purchase Frequency
Key points
First aid staples purchased most frequently
Figure 34: First aid product purchase frequency, September 2013
Women and younger men making purchases more frequently
Figure 35: First aid products purchased less than six months ago, by gender and age, September 2013
Parents with younger children making purchases more frequently
Figure 36: First aid products purchased less than six months ago, among parents by age of child, September 2013

First Aid Product Management
Key points
Consumers not very prepared when they are on-the-go
Figure 37: First aid product management, September 2013
Figure 38: First aid product management, by gender, September 2013
Parents with younger children are more organized at home
Figure 39: First aid product management, among parents by age of child, September 2013

First Aid Knowledge
Key points
Most consumers confident treating themselves
Younger men least likely to be confident treating themselves or others
Figure 40: First aid knowledge, by gender and age, September 2013
Opportunities to increase parental confidence
Figure 41: First aid knowledge, among parents by age of child, September 2013
Parents treat their kids to help them feel reassured
Figure 42: First aid knowledge, among parents by age of child, September 2013

Race and Hispanic Origin
Key points
Blacks report lower incidence of wounds/injuries
Figure 43: Incidence of any personal injury, by race/Hispanic origin, September 2013
Hispanics and Blacks less likely to currently own first aid products
Figure 44: First aid products in the home, by race/Hispanic origin, September 2013
Black consumers more likely to only buy when there is wound/injury
Figure 45: Shopping for first aid products, by race/Hispanic origin, September 2013
Increasing confidence could increase category engagement
Figure 46: First aid knowledge, by race/Hispanic origin, September 2013

IRI/Builders – Key Household Purchase Measures
Overview of first aid accessories
Consumer insights on key purchase measures-first aid tape/bandage/gauze/cotton
Brand map
Figure 47: Brand map, selected brands of first aid tape/bandage/gauze/cotton buying rate, by household penetration, 52 weeks ending June 24, 2012
Brand leader characteristics
Key purchase measures
Figure 48: Key purchase measures for the top brands of first aid tape/bandage/gauze/cotton, by household penetration, 52 weeks ending June 24, 2012
Overview of first aid treatment
Consumer insights on key purchase measures-first aid ointment/antiseptics
Brand map
Figure 49: Brand map, selected brands of first aid ointment/antiseptics buying rate, by household penetration, 52 weeks ending June 24, 2012
Brand leader characteristics
Key purchase measures
Figure 50: Key purchase measures for the top brands of first aid ointment/antiseptics, by household penetration, 52 weeks ending June 24, 2012

Appendix – Other Useful Consumer Tables
Segment performance
Figure 51: Total US retail sales of first aid products, by segment, at current prices, 2011 and 2013
Wounds/injuries experienced
Figure 52: Incidence of any personal injury, by gender, September 2013
Figure 53: Incidence of any personal injury, by age, September 2013
Figure 54: Incidence of any personal injury, by household income, September 2013
Figure 55: Incidence of any child\'s injury, by gender, September 2013
Figure 56: Incidence of any child\'s injury, by age, September 2013
First aid product ownership
Figure 57: First aid products in the home, by gender, September 2013
Figure 58: First aid products in the home, by age, September 2013
Figure 59: First aid products in the home, by household income, September 2013
Brand usage
Figure 60: Brands of first aid products used, by gender, May 2012-June 2013
Figure 61: Brands of first aid products used, by household income, May 2012-June 2013
Shopping for first aid products
Figure 62: First aid purchaser, by gender, September 2013
Figure 63: First aid purchaser, by age, September 2013
Figure 64: First aid purchaser, by household income, September 2013
Figure 65: Shopping for first aid products, by gender, September 2013
Figure 66: Shopping for first aid products, by age, September 2013
Figure 67: Shopping for first aid products, by household income, September 2013
Figure 68: Shopping for first aid products, among parents by age of child, September 2013
Purchase frequency
Figure 69: First aid products purchased less than six months ago, by gender, September 2013
Figure 70: First aid products purchased less than six months ago, by age, September 2013
Figure 71: First aid products purchased less than six months ago, by household income, September 2013
Figure 72: First aid products purchased within the last year, by gender and age, September 2013
Figure 73: First aid products purchased within the last year, by household income, September 2013
First aid product management
Figure 74: First aid product management, by gender and age, September 2013
Figure 75: First aid product management, by age, September 2013
Figure 76: First aid product management, by household income, September 2013
Race and Hispanic origin
Figure 77: Incidence of any child\'s injury, by race/Hispanic origin, September 2013
Figure 78: First aid purchaser, by race/Hispanic origin, September 2013
Figure 79: First aid products purchased less than six months ago, by race/Hispanic origin, September 2013
Figure 80: First aid product management, by race/Hispanic origin, September 2013

Appendix – Trade Associations

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