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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