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First Aid - UK - October 2013

Published By :

Mintel

Published Date : Oct 2013

Category :

Pharmaceutical

No. of Pages : 161 Pages


The first aid category has remained stagnant and shown small incremental declines in value sales since 2008. The driving forces behind this are a combination of stiff competition from own-label brands, low investment in advertising and brand communication, as well as low consumer confidence in treating other people’s wounds/injuries.
TABLE OF CONTENT

Introduction
Definitions
Abbreviations

Executive Summary
The market
Figure 1: Best- and worst-case forecast for UK retail value sales of first aid products, 2008-18
Market factors
Companies, brands and innovation
Figure 2: Branded and own-label product launches within first aid, 2009-13
Figure 3: Main media advertising expenditure on first aid products, 2009-13
The consumer
Figure 4: Injuries experienced in the past six months, August 2013
Figure 5: Household management of first aid products, August 2013
What we think

Issues in the Market
Why has the category struggled to grow in value?
Which consumer groups provide opportunities to the market?
How can the market encourage people to treat themselves?
How do people feel about shopping in this category?

Trend Application
Trend: Transumers
Trend: Survival Skills
Mintel Futures: Generation Next

Market Drivers
Key points
Rise in A&E attendances
Figure 6: A&E attendances, by age g and gender, 2010/11 and 2011/12
More women admitted to A&E
Fewer serious accidents in the workplace
Figure 7: Estimated cases of self-reported non-fatal injury among people who worked in the last 12 months, by absence duration, 2006/07-2011/12
Rise in the youngest and oldest demographics
Figure 8: Trends in the age structure of the UK population, by gender, 2008 -18

Who’s Innovating?
Key points
Own-label launches make up the majority of new launches since 2011
Figure 9: Branded and private label launches within first aid, 2009-13
Figure 10: Own-label launches aimed at children, 2012-August 2013
Figure 11: Examples of different priced own-label first aid products, January 2012-August 2013
New launches by company
Figure 12: Product launches within first aid, by company, 2009-13
Figure 13: Boots launches in first aid, year to August 2013
Opportunities for speed claims
Figure 14: Top product launch claims in first aid, 2009-13
Figure 15: Examples of products claiming ease of use or time/speed, 2012/13
Focus on allergies
Majority of new launches are line extensions
Figure 16: Product launches in first aid, by launch type, January-August 2013
Plasters/bandages make up the majority of first aid launches
Figure 17: Branded and own-label launches of plasters and bandages, 2009-13
Figure 18: Product launches in plasters and bandages, by company, 2009-13

Market Size and Forecast
Key points
Decline in the market driven by low advertising spend
Figure 19: UK retail value sales of first aid products, at current and constant prices, 2008-18
The future
Figure 20: Best- and worst-case forecast for UK retail value sales of first aid products, 2008-18
Forecast methodology

Segment Performance
Key points
Rise in prices of antiseptic liquids driving growth
Figure 21: UK retail value sales of first aid products, by sector, years ending August 2012 and August 2013

Market Share
Key points
Elastoplast, Savlon and Dettol are the market leaders
Figure 22: Brand shares of first aid category, years ending July 2012 and July 2013

Companies and Products
Boots
Figure 23: Product launches by Boots, January-August 2013
Beiersdorf
Figure 24: Product launches by Beiersdorf in first aid, January-August 2013
Tesco
Figure 25: Product launches by Tesco, January-August 2013
Reckitt Benckiser
Omega Pharma
Figure 26: New products launched by Omega Pharma, January-August 2013
Other companies
Johnson & Johnson
Bayer
Figure 27: New product launched by Bayer, January-August 2013

Brand Communication and Promotion
Key points
Decline in overall advertising spend
Figure 28: Trend in advertising spend, 2009-13
Internet shows potential
Figure 29: Main media advertising expenditure on first aid products, by media type, , January-July 2013
Figure 30: Main media advertising expenditure on first aid products, by company, January-July 2013

Channels to Market
Key points
Boots continues to grow, whilst other chemists decline in value
Figure 31: UK estimated retail value sales of first aid products, by channel, 2011 and 2012

The Consumer – Wounds/Injuries Experienced
Key points
Young people are more accident-prone
Figure 32: Injuries experienced in the past six months, August 2013
Parents and children
High-risk groups offer opportunities
Figure 33: Lifestyles of people who have suffered from a wound/injury in the last six months, August 2013

The Consumer – Management of First Aid Supplies
Key points
Older people and those with children are most prepared
Figure 34: First aid products present in the household, August 2013
Positioning muscle supports as a preventative measure
Management of first aid supplies
Figure 35: Household management of first aid products, August 2013
Few people keep check of their supplies

The Consumer – Shopping for First Aid Supplies
Key points
Women are the main buyers of first aid products
Figure 36: Main purchaser of first aid products, by gender, August 2013
Long shelf lives are hindering repurchase
Figure 37: Timing of last purchase of selected first aid products, August 2013
Those who have more accidents shop more often
Traditional bandages are preferred
Price plays an important role
Figure 38: Selected habits about shopping for first aid products, August 2013

The Consumer – Attitudes towards First Aid
Key points
Low confidence in treating other people
Figure 39: Attitudes towards first aid, August 2013
Bring back the expert touch
Encouraging first aid training
Figure 40: Attitudes towards doing a first aid course, August 2013

Appendix – Segment Performance
Figure 41: UK retail unit sales of first aid products, by sector, years ending August 2012 and August 2013

Appendix – The Consumer – Wounds/Injuries Experienced
Figure 42: Wounds/injuries experienced, August 2013
Figure 43: Wounds/injuries experienced, by demographics, August 2013
Figure 44: Wounds/injuries experienced, by demographics, August 2013 (continued)
Figure 45: Wounds/injuries experienced, by demographics, August 2013 (continued)
Figure 46: Repertoire of wounds/injuries experienced, by demographics, August 2013
Figure 47: Lifestyle statements, August 2013
Figure 48: Lifestyle statements, by demographics, August 2013
Figure 49: Lifestyle statements, by demographics, August 2013 (continued)
Figure 50: Lifestyle statements, by demographics, August 2013 (continued)
Figure 51: Wounds/injuries experienced, by lifestyle statements, August 2013 (continued)
Figure 52: Wounds/injuries experienced, by lifestyle statements, August 2013
Figure 53: Wounds/injuries experienced, by other lifestyle statements, August 2013

Appendix – The Consumer – Management of First Aid Supplies
Figure 54: First aid products present in the household, August 2013
Figure 55: First aid products present in the household, by demographics, August 2013
Figure 56: First aid products present in the household, by demographics, August 2013 (continued)
Figure 57: First aid products present in the household, by demographics, August 2013 (continued)
Figure 58: First aid products present in the household, by wounds/injuries experienced, August 2013
Figure 59: First aid products present in the household, by wounds/injuries experienced, August 2013 (continued)
Figure 60: First aid products present in the household, by wounds/injuries experienced, August 2013 (continued)
Figure 61: Household management of first aid products, August 2013
Figure 62: Household management of first aid products, by demographics, August 2013
Figure 63: Household management of first aid products, by demographics, August 2013 (continued)

Appendix – The Consumer – Shopping for First Aid Supplies
Figure 64: Main purchaser of first aid products, August 2013
Figure 65: Main purchaser of first aid products, by demographics, August 2013
Figure 66: Timing of last purchase of first aid products, August 2013
Figure 67: Timing of last purchase of any first aid products, by demographics, August 2013
Figure 68: Timing of last purchase of dressings, by demographics, August 2013
Figure 69: Timing of last purchase of plasters, by demographics, August 2013
Figure 70: Timing of last purchase of cotton balls/swabs, by demographics, August 2013
Figure 71: Timing of last purchase of antiseptic creams/sprays/wipes/ointments, by demographics, August 2013
Figure 72: Timing of last purchase of personal thermometer, by demographics, August 2013
Figure 73: Timing of last purchase of gauze swab/gauze dressing, by demographics, August 2013
Figure 74: Timing of last purchase of first aid tape products, by demographics, August 2013
Figure 75: Timing of last purchase of muscle supports, by demographics, August 2013
Figure 76: Timing of last purchase of liquid/spray-on bandages, by demographics, August 2013
Figure 77: Timing of last purchase of regular bandages, by demographics, August 2013
Figure 78: Timing of last purchase of burn relief, by demographics, August 2013
Figure 79: Timing of last purchase of sting relief, by demographics, August 2013
Figure 80: Timing of last purchase of first aid kits products, by demographics, August 2013

Appendix – The Consumer – Attitudes towards First Aid
Figure 81: Attitudes towards first aid, August 2013
Figure 82: Attitudes towards first aid, by demographics, August 2013
Figure 83: Attitudes towards first aid, by demographics, August 2013 (continued)
Figure 84: Attitudes towards first aid, August 2013
Figure 85: Attitudes towards doing a first aid course, by demographics, August 2013
Figure 86: Attitudes towards doing a first aid course, by wounds/injuries experienced, August 2013
Figure 87: Attitudes towards doing a first aid course, by wounds/injuries experienced, August 2013 (continued)
Figure 88: Attitudes towards doing a first aid course, by wounds/injuries experienced, August 2013 (continued)

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