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First Aid - UK - February 2016

First Aid - UK - February 2016

“The first aid category has shown a dip in value in 2015, driven by a decline in launch activity as well as reduced investment in recorded advertising spend. However with high interest in innovations in plasters/bandages, and current research showing the potential for smart bandages in the near future, NPD in the segment could boost the overall category in coming years.”

– Roshida Khanom, Senior Personal Care Analyst

This report discusses the following key topics:

First aid purchases are rarely pre-planned
Plaster innovations are sought after
In-store experience could boost the category


OVERVIEW
What you need to know
Products covered in this report
EXECUTIVE SUMMARY
Dip in value in 2015
Figure 1: Best- and worst-case forecast of UK value sales of first aid products, 2010-20
Plasters are the only segment to show growth in value
Decline in launch activity
Figure 2: Launch activity in the first aid category, by sub-category, 2013-15
Cuts and shaving nicks are the most experienced minor injuries
Figure 3: Wounds/injuries experienced in the last 12 months, October 2015
Purchase of products matches usage
Figure 4: First aid supplies used and purchased, October 2015
Purchase is not planned
Figure 5: First aid shopping behaviours, October 2015
Interest in plaster/bandage innovation is high
Figure 6: Interest in first aid product innovations, October 2015
What we think
ISSUES & INSIGHTS
First aid purchases are rarely pre-planned
Plaster innovations are sought after
In-store experience could boost the category
THE MARKET
What you need to know
Category shows decline in 2015
Plasters keep the category afloat
Convenience drives supermarkets and Boots
End of baby boom may impact the market
Market size and forecast
2015 shows dip in value
Figure 7: UK retail value sales of first aid products, at current and constant prices, 2010-20
Innovation can boost the category
Figure 8: Best- and worst-case forecast of UK value sales of first aid products, 2010-20
Segment performance
Plasters keep the category afloat
Figure 9: UK retail value sales of first aid products, 2014-15
Insect repellents impacted by health concerns and other categories
Channels to market
Supermarkets and Boots perform well
Figure 10: UK retail value sales of first aid products, by outlet type, 2014-15
Market drivers
Babies and children’s market will be impacted
Figure 11: Trends in the age structure of the UK population, 2010-20
Shopping experience could be catered to older people
Bigger households see a rise
Figure 12: UK households, by size, 2010-20
Usage of massage therapies is high
Figure 13: Any usage of complementary and alternative treatments and remedies in the past, by gender, September 2015
DIY spending sees rise
Figure 14: Home improvements planned for the next 12 months, March 2015
Baby boomers lead an active lifestyles
Figure 15: Participation in in-home or individual fitness activities in the last 12 months, by generation, December 2014
KEY PLAYERS
What you need to know
Recorded advertising spend and NPD show a decline
New products could boost the market
Brands overtake own-label
Brand communication and promotion
Decline in advertising spend
Figure 16: Recorded above-the-line, online display and direct mail total advertising expenditure on the first aid category, 2013-2015
Driving educational campaigns
Collaboration opportunities
Emotional vs functional angle
Coverage/methodology clarification
Launch activity and innovation
Decline in innovation
Figure 17: Launch activity in the first aid category, by sub-category, 2013-15
Insect repellents may continue to be a focus
2015 sees innovation in waterproof plasters
Figure 18: Examples of waterproof plaster and dressings, 2015
Intelligent plasters could be the future
Figure 19: Stretchable hydrogel electronics, MIT, 2015
New products were a greater focus in 2015
Figure 20: Launch activity in the first aid category by launch type, 2013-15
Smart thermometer innovations
Figure 21: Kinsa smart ear thermometer (2015) and Withings Thermo (2016)
Skin claims are prominent
Figure 22: Top 10 claims in the first aid category by 2015, 2013-15
Ease-of-use sees marked rise
Brands overtake own-label in 2015
Figure 23: Launch activity by branded vs own-label, 2013-2015
Figure 24: Branded launches in 2015
Lack of a leading innovator in the category
Figure 25: Launch activity by top ultimate companies and other, 2015
Market share
Own-label declines in value in dressings sector
Figure 26: Brand shares in first aid dressings segment, years ending October 2014 and 2015
Dettol and Savlon continue to lead in antiseptic sector
Figure 27: Brand shares in antiseptic segment, years ending October 2014 and 2015
THE CONSUMER
What you need to know
Minor cuts are most common
Shaving nicks offer NPD opportunities
Purchase responsibility jumps in 25-34s
Purchase matches usage
High interest in plaster/bandage innovations
Experience of wounds/injuries
Minor cuts are most experienced injury
Figure 28: Wounds/injuries experienced in the last 12 months, October 2015
Men experience shaving nicks
Figure 29: Experience of shaving nicks in the home in the last 12 months, by age and gender, October 2015
Purchase of first aid supplies
Women are primary purchasers
Figure 30: Responsibility for purchase of first aid supplies, by gender, October 2015
Purchase responsibility jumps in 25-34s
Figure 31: Responsibility for purchase of first aid supplies, by age, October 2015
Purchase matches usage
Figure 32: First aid supplies used and purchased, October 2015
Few people stock up
Figure 33: First aid shopping behaviours, October 2015
Little preparation before purchase
Own-label is popular
Figure 34: Attitudes towards shopping for first aid supplies, October 2015
Simplifying the shopping experience
Interest in first aid innovations
Plaster/bandage innovations garner the most interest
Figure 35: Interest in first aid product innovations, October 2015
Using emojis in instructions
First aid on-the-go
APPENDIX
Data sources, abbreviations and supporting information
Data sources
Abbreviations
Fan chart forecast
RESEARCH METHODOLOGY
UK Research Methodology
Sampling and weighting
Face to Face Surveys
Definitions
Brand & Social Media Research
Trade research
Desk research
Statistical Forecasting
The Mintel fan chart

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