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
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