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SUMMARY
Abstract
With high penetration and usage frequency difficult to increase, the market for first aid products has experienced slow growth in recent years, a trend that is likely to continue. While line extensions have been a popular means for increasing sales growth, some smaller companies are targeting niche categories within the first aid market overall, including that of ice/heat wraps and rubs. These interlopers have in some cases left the bigger companies scrambling to keep up-and while the larger companies have been delving into these areas as well, room remains for small players to have an impact.
In this report, Mintel looks at the first aid market with regard to recent marketplace activity, exploring reasons why the first aid category is so hard to grow, and offerings suggestions as to how companies can do just that.
Some of the topics covered in this report include:
- An analysis of category sales and a look at where opportunities exist
- A look at smaller, niche players which have found success in the first aid category, by focusing their efforts on developing one product and doing it well
- Suggestions as to what new demographics can and should be targeted by players in the first aid market and which companies have already begun doing so
- Advertising in the category, and what kind of ads have garnered the most attention, good and bad
- Category-use behaviors and attitudes of consumers based on Simmons data and Mintel's own exclusive consumer research
- A look at the highly-coveted "mom" demographic in depth
TABLE OF CONTENTS
Table of Contents
- Scope and Themes
- What you need to know
- Definition
- First aid accessories
- First aid treatments
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- Market size
- Large companies dominate, but smaller competitors able to carve out a
niche for themselves
- Increasing consumers' need for the products is a key issue
- Tape/bandages top market and continue growth, while other products falter
- Accessories
- Treatment
- Drug stores remain top of mind
- Baby Boomer surge presents opportunities
- Leading companies
- Cost is an issue; many items viewed as commodities
- Most consumers have used some form of first aid treatment
- Preparation and Need
- Product trial and interest
- Market Size and Forecast
- Key points
- Increasing the perception of necessity
- The private label factor
- While big companies reign supreme, smaller ones carve out niches
- Sales and forecast of first aid accessories and treatment
- Figure 1: U.S. FDMx sales of first aid accessories and treatment, at
current prices, 2002-12
- Figure 2: U.S. FDMx sales of first aid accessories and treatment, at
inflation adjusted prices, 2002-12
- Wal-Mart sales
- Competitive Context
- Line extensions are preferred by larger competitors
- Competition from doctors, massage therapists, holistic therapy or treatment
- A difficult market in terms of increasing consumers' need for the products
- New players livening up segments are key drivers for growth
- Cost is an issue; many items viewed as commodities
- Segment Performance
- Key points
- Targeting specific niches
- Sales of first aid accessories and treatment, segmented by type
- Figure 3: U.S. FDMx sales of first aid accessories and treatment,
segmented by type, 2005 and 2007
- Segment Performance -- First Aid Accessories
- Key points
- Bandage section leads growth
- Fatigued muscles and weekend warrior injuries
- Thermometers a one-time deal
- A first aid kit for every occasion
- Sales and forecast of first aid accessories
- Figure 4: U.S. FDMx sales and forecast of first aid accessories*, at
current prices, 2002-12
- Segment Performance -- First Aid Treatment
- Key points
- First aid ointments/antiseptics lead the way
- Other categories carve out a particular niche for themselves
- Sales and forecast of first aid treatments
- Figure 5: U.S. FDMx sales and forecast of first aid treatments*, at
current prices, 2002-12
- Retail Channels -- Drug Stores
- Key points
- Drug stores remain the traditional choice for consumers
- Figure 6: U.S. FDMx sales of first aid accessories and treatments at
drug stores, 2002-07
- Market Drivers
- Total population drives the market, but Baby Boomer surge presents
opportunities
- Figure 7: U.S. population and projections, by age, 2002-12
- Older mothers on the rise
- Figure 8: United States birth rates, by age of mother, 1990-2005
- Participation in sports
- Figure 9: Top 15 most popular U.S. sports among those aged 7+, by
participation, 2000-06
- Leading Companies
- Key points
- Specialization and price are key in this market
- Sales at leading companies
- Figure 10: FDMx sales of first aid accessories and treatments by leading
first aid companies, 2006 and 2007
- Brand Share -- First Aid Accessories
- Key points
- Johnson & Johnson retains its dominance in the bandages category
- Figure 11: FDMx brand sales of bandages/tape/gauze in the U.S., 2006 and
2007
- Movement in the heat/ice wraps category
- Figure 12: FDMx brand sales of heat/ice wraps in the U.S., 2006 and 2007
- Private label the story in the muscle support aisle
- Figure 13: FDMx brand sales of muscle/body support in the U.S., 2006 and
2007
- Brand Share -- First Aid Treatments
- Key points
- Well-known brands reign in the anti-itch category
- Figure 14: FDMx brand sales of anti-itch treatment in the U.S., 2006 and
2007
- Neosporin the winner in first aid ointment
- Figure 15: FDMx brand sales of first aid ointment in the U.S., 2006 and
2007
- Brand Qualities
- Band-Aid
- BENGAY
- WRAPZ
- Innovation and Innovators
- Focus on products for kids
- Specialized First Aid kits
- Products for athletes
- For women
- Advertising and Promotion
- Overview
- Bandages and antiseptics
- Figure 16: Band-Aid television ad, 2007
- Figure 17: Neosporin television ad, 2007
- Anti-itch products
- Figure 18: Scalpicin television ad, 2007
- Figure 19: Lanacane television ad, 2007
- Figure 20: Gold Bond television ad, 2007
- Figure 21: Ivyblock television ad, 2007
- First Aid Product Usage
- Key points
- Product usage
- Figure 22: First aid product usage, by gender, January-November 2007
- Figure 23: First aid product usage, by age, January-November 2007
- Bandage and Antibiotics Brand Usage
- Key points
- Iconic Band-Aid brand tops usage across all demographics
- Figure 24: Bandage/antibiotic brand usage, by gender, January-November
2007
- Figure 25: Bandage/antibiotic brand usage, by age, January-November 2007
- Pain Relieving Rubs/Liquids/Wraps
- Key points
- Ointment most popular form of pain relieving products
- Figure 26: Pain relieving rubs/liquids/wraps form used most often, by
gender, January-November 2007
- Figure 27: Pain relieving rubs/liquids/wraps form used most often, by
age, January-November 2007
- Pain relieving brand usage more evenly distributed than bandage/antibiotic
brand usage
- Figure 28: Pain relieving rubs/liquids/wraps brand usage, by gender,
January-November 2007
- Figure 29: Pain relieving rubs/liquids/wraps brand usage, by age,
January-November 2007
- Reasons for using pain relieving rubs/liquids/wraps
- Figure 30: Reasons for using pain relieving rubs/liquids/wraps, by
gender, January-November 2007
- Preparation and Need
- Key points
- Products in the house
- Figure 32: Products currently in the house, by gender, April-May 2008
- First aid preparedness
- Figure 33: First aid preparedness, by gender, April-May 2008
- Figure 34: First aid preparedness, by age, April-May 2008
- First aid kits
- Figure 35: Ownership of first aid kit, by age, April-May 2008
- First Aid Attitudes and Behaviors
- Key points
- General interest in first aid products
- Figure 36: Interest in first aid products, by gender, April-May 2008
- Figure 37: Interest in first aid products, by age, April-May 2008
- Availability and concerns about usage
- Figure 38: First aid product attitudes/behaviors, by gender, April-May
2008
- Figure 39: First aid product attitudes/behaviors, by age, April-May 2008
- Importance of features/attributes
- Figure 40: Importance of bandage attributes, by gender, April-May 2008
- Figure 41: Importance of bandage attributes, by age, April-May 2008
- Product Trial and Interest
- Key points
- Products used
- Figure 42: Product trial summary, April-May 2008
- igure 43: First aid products used and would try again, by age, April-May
2008
- Children's First Aid Usage
- Key points
- Bandage usage among children
- Figure 44: Adhesive bandage usage and brands used most often among
children, by gender, Jan-Nov 2007
- Race and Ethnicity
- First aid bandages/antibiotics and pain reliever usage
- Figure 45: First aid product usage, by race/ethnicity, January-November
2007
- Brand and form usage
- Figure 46: First aid bandage/antibiotic brands, by race/ethnicity,
January-November 2007
- Figure 47: Pain Reliever form used, by race/ethnicity, January-November
2007
- Figure 48: Pain reliever brands, by race/ethnicity, January-November 2007
- Reasons for using pain relieving rubs/liquids/wraps
- Figure 49: Reasons for using pain reliever, by race/ethnicity,
January-November 2007
- Preparation and need
- Figure 50: First aid awareness and preparation, by race/ethnicity,
April-May 2008
- General interest in first aid products
- Figure 51: First aid product interest, by race/ethnicity, April-May 2008
- Importance factors
- Figure 52: Importance of bandage attributes, by race/ethnicity,
April-May 2008
- Appendix: Other Useful Consumer Tables
- Brands of products used
- Figure 71: Brands of first aid bandages/antibiotics used, by household
income, January-November 2007
- Figure 72: Brands of pain relieving rubs/liquids/wraps used, by
household income, January-November 2007
- Forms used and reasons for using pain relieving products
- Figure 73: Pain reliever form used, by household income,
January-November 2007
- Figure 74: Reasons for using pain relieving rubs/liquids/wraps, by
household income, January-November 2007
- Availability and concerns about usage
- Figure 75: First aid product attitudes/behaviors, by region, April-May
2008
- Importance of features/attributes and bandage type usage
- Figure 76: First aid product attitudes/behaviors, by region, April-May
2008
- Figure 77: Types of bandages primarily used, by gender, April-May 2008
- Product trial and interest
- Figure 78: First aid product trial and interest in future usage, by
gender, April-May 2008
- Purchase of first aid products
- Figure 79: Who purchase first aid for, by gender, April-May 2008
- First aid kits
- Figure 80: Ownership of first aid kit, by gender, April-May 2008
- Appendix: Trade Associations
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