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First Aid - US - February 2017

Published By :

Mintel

Published Date : Feb 2017

Category :

Hospital Supplies

No. of Pages : N/A

The first aid category is experiencing flat sales in 2016 due to declines in foot care and an overall value-driven mindset among consumers. Future growth is projected to be modest as consumers continue to seek out products that provide value, durability, and functionality, and a shopping experience that is transactional rather than experiential. To best maximize growth potential, stakeholders can hone in on parents, as many are willing to engage in the category beyond the general population.

Table of Content

Overview

What you need to know
Definition

Executive Summary
The issues
Market sales soften due to foot care, future outlook is steady
Figure 1: Total US sales and fan chart forecast of first aid products, at current prices, 2011-2021
Self-treating and ignoring expiration dates indicates low engagement
Figure 2: purchase habits related to self-healing and expiration dates, December 2016
Importance of price indicates limited interest in brands, premium offerings
Figure 3: Purchase and shopping behaviors related to price, December 2016
Need for a quick, consolidated shopping experience
Figure 4: Select attitudes toward first aid shopping experience, December 2016
The opportunities
Emphasize durability and functionality
Figure 5: Select first aid purchase influencers, any important (net), December 2016
Market premium offerings to parents
Figure 6: Select parent attitudes toward first aid, December 2016
What it means

The Market – What You Need to Know
First aid growth is flat in 2016, but growth is expected to stabilize
First aid treatments and accessories drive category growth
Importance of physical wellness, self-healing influence first aid sales
Decline in births and increase in older populations could hinder demand
Market Size and Forecast
2016 sees flat sales, future poses modest growth
Figure 7: Total US sales and fan chart forecast of first aid products, at current prices, 2011-2021
Figure 8: Total US retail sales and forecast of first aid products, at current prices, 2011-21

Market Breakdown
First aid accessories and treatments see steady sales growth
Muscle/body support and foot care device sales see volatility
Figure 9: Total US retail sales and forecast of first aid products, by segment, at current prices, 2011-21
Supermarkets and other retailers steal share from drug store channel
Figure 10: Total US retail sales of first aid products, by channel, at current prices, 2011-16
Figure 11: Total US retail sales of first aid products, by channel, at current prices, 2014 and 2016

Market Perspective
Physical wellness is important to adults, supports sales
Self-healing persists

Market Factors
Decline in family households, births could hamper first aid growth
Figure 12: Households, by presence of own children, 2006-16
Figure 13: Number of births in the US, 2007-2015
Growth of Baby Boomers/Swing Generation could hinder sales
Figure 14: Population by age, 2012-22
Kids’ sedentary lifestyles lowers need for first aid
Healthcare system woes could possibly feed first aid growth

Key Players – What You Need to Know
Johnson & Johnson, private label see strong growth
Brands are winning by emphasizing functionality and value
Some branded options and newer foot care devices struggle to keep up
More functional packaging, new tech-related injuries on the horizon

Manufacturer Sales of First Aid
J&J, Mueller Sports Medicine, Implus lead brand growth
Private label increases market share as consumers seek value
Figure 15: MULO sales of first aid, by leading companies, rolling 52-weeks 2015 and 2016

What’s Working?
Brands emphasizing durability and functionality
Store brands embracing value and functionality

What’s Struggling?
Branded options struggle as private label grows
Momentum slows for newer foot care devices

What’s Next?
New packaging and ingredients that enhance functionality
Tech-related injuries opens up new market for muscle supports

The Consumer – What You Need to Know
Highest penetration seen in adhesive bandages, followed by antiseptics
Consumers show signs of disengagement in first aid
Function, durability, and price influence product purchases most
Some guess which product to use, but not interested in assistance
Pain relief is most sought benefit among skincare treatments
Parents are proactive and willing to spend

First Aid Purchases
Adhesive bandages are signature first aid item
Antiseptic and wound products purchased by many, but less frequently
Figure 16: First aid products purchased, December 2016
Products for serious injuries purchased more by parents, fathers
Figure 17: Select first aid products purchased (net), by parental status by gender, December 2016
Presence of kids, openness to innovation drive younger generations
Figure 18: Select first aid products purchased (net), by generation, December 2016
Youth, physical labor drive Hispanic purchases
Figure 19: First aid products purchased (net), by Hispanic origin, December 2016

Purchase Habits
Many consumers are disengaged…
yet some keep first aid on hand whenever they go out
Store brands are well perceived in first aid
Figure 20: First aid purchase habits, December 2016
Older consumers budget focused, less engaged
Figure 21: Select first aid purchase habits, by generation, December 2016
Parents are more engaged in first aid
Figure 22: Select first aid purchase habits, by parental status, December 2016
Avoidance of healthcare professionals drive Hispanics engagement
Figure 23: Select first aid purchase habits, by Hispanic origin, December 2016

Purchase Influencers
Durability and functionality drive first aid purchases
Price is key for first aid shoppers
Product appearance, reviews, and recommendations are secondary
Figure 24: First aid purchase influencers, December 2016
Regardless of age, consumers prioritize durability and functionality
Figure 25: Select first aid purchase influencers, any important (net), by generation, December 2016
Parents’ high engagement prompts purchase influencer importance
Figure 26: Select first aid purchase influencers, any important (net), by parental status by gender, December 2016
Hispanics more influenced by recommendations, brand
Figure 27: Select first aid purchase influencers, any important (net), by Hispanic origin, December 2016

Shopping Experience
Quick, consolidated trips are preferred
Despite guessing, many not interested in assistance
Figure 28: Attitudes toward first aid shopping experience, December 2016
Figure 29: First aid shopping experience attitudes, by bunion treatments purchased (net), December 2016
Younger generations more interested in kits, employee assistance
Figure 30: Select attitudes toward first aid shopping experience, by generation, December 2016
Parents seek more guidance
Figure 31: Select attitudes toward first aid shopping experience, by parental status, December 2016
Some Hispanics appreciate knowledgeable staff, may spend more time
Figure 32: Attitudes toward first aid shopping experience, by Hispanic Origin, December 2016

Product Benefits
Pain relief most sought benefit amid desire for functionality
Skin benefits of secondary interest
Figure 33: Interest in added benefits, December 2016
Generational differences are minimal as function reigns supreme
Figure 34: Interest in added benefits, rank 1, by generation, December 2016
Elevated interest in natural claims among parents
Figure 35: Interest in added benefits, rank 1, by parental status, December 2016

Parents’ Attitudes toward First Aid
Nearly half of parents are proactive with first aid readiness
Opportunity to market first aid products when kids start activities
Figure 36: Parents’ attitudes toward first aid, December 2016
More children equals more injuries
Figure 37: Parents’ attitudes toward first aid, by number of children under 18 in the household, December 2016
Hispanic parents less willing to spend
Figure 38: Parent attitudes toward first aid, by Hispanic origin, December 2016

Appendix – Data Sources and Abbreviations
Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations

Appendix – Market
Figure 39: Total US sales and forecast of first aid products, at inflation-adjusted prices, 2011-21
Figure 40: Total US retail sales of first aid products, by segment, at current prices, 2014 and 2016
Figure 41: Total US retail sales and forecast of first aid accessories, at current prices, 2011-21
Figure 42: Total US retail sales and forecast of foot care devices, at current prices, 2011-21
Figure 43: Total US retail sales and forecast of muscle/body support devices, at current prices, 2011-21
Figure 44: Total US retail sales and forecast of first aid treatments, at current prices, 2011-21
Figure 45: US supermarket sales of first aid products, at current prices, 2011-16
Figure 46: US drug store sales of first aid products, at current prices, 2011-16
Figure 47: US sales of first aid products through other retail channels, at current prices, 2011-16

Appendix – Key Players
Figure 48: MULO sales of first aid accessories, by leading companies and brands, rolling 52 weeks 2015 and 2016
Figure 49: MULO sales of first aid treatments, by leading companies and brands, rolling 52 weeks 2015 and 2016
Figure 50: MULO sales of foot care devices, by leading companies and brands, rolling 52 weeks 2015 and 2016
Figure 51: MULO sales of muscle/body support devices, by leading companies and brands, rolling 52 weeks 2015 and 2016

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