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The U.S. Market for First Aid and Sports Medicine Products

The U.S. Market for First Aid and Sports Medicine Products This updated Packaged Facts report covers the nearly $3 billion U.S. market for first aid and sports medicine products, focusing on the increasing diversity of the product offerings, and the changing needs and preferences of consumers. Product innovation in the first aid market, from liquid bandages to an increasing array of “licensed products” for kids, coupled with the steady stream of older - and injured - weekend warriors are driving factors behind increasing sales in this market.

The report quantifies market size and growth, market composition, and factors influencing market growth, along with sales projections through 2008. The analysis of the competitive situation features marketer/brand share and new product introduction data, as well as profiles of leading and emerging competitors across retail sectors. Shifts in retail and consumer dynamics are tracked through Information Resources, Inc. (IRI), Simmons Market Research Bureau, and other sources of current sales and demographic data.

Report Methodology
The information in The U.S. Market for First Aid and Sports Medicine Products is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the first aid/sports medcine market and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Figures provided on national consumer advertising expenditures are based primarily on data (copyright 2002) compiled by CMR/TNS Media Intelligence U.S., the leading provider of strategic advertising and marketing communications intelligence. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Marketing Intelligence Service Ltd.

What You’ll Get in this Report
The U.S. Market for First Aid and Sports Medicine Products makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that The U.S. Market for First Aid and Sports Medicine Products offers. The report addresses the following segments:

  • The Market (including market size and composition, and projected market growth)
  • The Marketers (including discussions of specific marketer brand and market shares)
  • Competitive Profiles (of the mainstream time-keeper marketers, specialists and up-and-coming niche players, and analyses of the products they market)
  • Retail Strategies (including mass marketers, supermarkets stores and drug stores)
  • The Consumer (who’s buying what, and where)
  • The Products
  • Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

Scroll down to see a more detailed outline of the contents of this report.

How You Will Benefit from this Report
If your company is already competing in the first aid/sports medicine products market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for first aid and sports medicine products, as well as projected sales and trends through 2008. Contributing to that understanding will be a complete analysis of sales data from published and trade sources, a detailed discussion of the consumer for first aid and sports medicine products based on Simmons data.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for first aid and sports medicine products.
  • Research and development professionals stay on top of competitor initiatives and explore demand for first aid and sports medicine products.
  • Advertising agencies working with clients in the first aid industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.


Chapter 1: Executive Summary

  • Scope and Methodology
  • Market Parameters
    • First Aid Products
    • Sports Medicine Products

  • Report Methodology

  • The Overall Marke
    • Combined First Aid and Sports Medicine Sales
    • Table 1-1: U.S. Retail Sales of First Aid and Sports Medicine Products, 2002-2003
    • Marketer Overview

  • The First Aid Products Market
    • Diverse Demographics
    • First Aid Product Sales at $1.48 Billion in 2003
    • First Aid Treatments Form Larger Sales Category
    • Ointments/Antiseptics Sales
    • Figure 1-1: Total Dollar Sales of Top Branded and Private Label Ointments/Antiseptics
    • Tape/Bandage/Gauze/Cotton Sales
    • Figure 1-2: Sales of Top Five Companies & Private Label Tape/Bandages/Gauze/Cotton Category
    • Half of First Aid Product Sells Through Drug Stores

  • Market Growth Drivers
    • Kids Rule
    • New Technology Gives a Significant Boost to First Aid
    • Innovation in Tape/Bandage/Gauze/Cotton category
    • The Boomer Effect
    • Self-Care Grows
    • Mass Marketers Dominate
    • Figure 1-3: Marketer Shares of U.S. Mass-Market First Aid Product Sales, 2003
    • Private Labels Occupy More Than One-Fourth Of The Market Share

  • New Product Trends
    • Competition Encourages Innovation
    • Technology Drives New Products
    • The New Wipes
    • Scar Management Emerging As Big Player At Chains

  • The First Aid Consumer
    • Online & Offline Sales Internet As An Emerging Channel
    • First Aid Products Draw 55.7% Of Consumers
    • Figure 1-4: % U.S. Citizen Using Various Forms of First Aid Antibiotic Remedies

  • The Sports Medicine Products Market
    • Sports Medicine Sales at $1.5 Billion in 2003
    • Sports Medicine Accessories Grow Faster than Treatment
    • Figure 1-5: Sales of Top Five Firms & Private Label in External Analgesics & Rubs
    • Drugstores Remain The Most Important Outlet For Sports Medicine Products

  • Market Growth Drivers
    • Market Not Fully Mature
    • Boomer Effect
    • Sales Through Mass Retail Market
    • Youngsters in a Big Demand of Sports Medicine
    • Consumers Seek Self-Care
    • Mass Marketers Dominate
    • Figure 1-6: Marketer Shares of U.S. Mass-Market Sports Medicine Product Sales, 2003

  • New Product Trends
    • Kids as Major Consumers
    • Sustained Innovation at Becton, Dickinson & Co.
    • Glucosamine and ZMA: Perception Drives the Buyers
    • Mass Merchandisers Enhance The Retail Shelf For Convenience Seeking Buyer
    • Usage of Pain Relieving Rubs & Liquids
    • Figure 1.8: Top Brands of Pain Relieving Rubs & Liquids and The % Users of These Products
    • Half Participate Regularly in Physical Fitness Programs

    Chapter 2: The Overall Market

    • Combined First Aid and Sports Medicine Sales
    • Table 2-1: U.S. Retail Sales of First Aid and Sports Medicine Products, 2001-2003
    • First Aid Sales Approximately $1.5 Billion in 2003
    • First Aid Treatments at $679 Million
    • Figure 2-1: U.S. Retail Sales of First Aid and Sports Medicine Products, 1999-2003
    • Overall Sports Medicine Sales at $1.5 Billion
    • IRI Sales of Sports Medicine Products at $1.1 Billion

  • Factors to Future Growth
    • Sports Related Injuries
    • Factors To First Aid Market Growth
    • Factors To Sports Medicine Market Growth

  • Trends In The First Aid and Sports Medicine Market
    • Trends in the First Aid Treatments Category
    • Trends in the First Aid Accessories Category
    • Trends in Sport Medicine Products
    • Push Strategy

  • Future Growth
    • First Aid And Sports Medicine Sales In 2008
    • Table 2-2: Projected U.S. Retail Sales of First Aid and Sports Medicine Products, 2003-2008
    • Figure 2-2: Projected U.S. Retail Sales of First Aid and Sports Medicine Products, 2003-2008
    • First Aid Market to Reach $2.5 Billion by 2008
    • Sports Medicine Market to Reach $1.8 Billion by 2008

  • Marketer Overview
    • Consolidation, Fragmentation, and Cross-Over
    • Johnson & Johnson Number One in First Aid
    • Table 2-3: Marketer Shares of U.S. Mass-Market First Aid Products, 2003
    • Becton, Dickinson & Co. Number One in Sports Medicine
    • Table 2-4: Marketer Shares of U.S. Mass-Market Sports Medicine Product Sales, 2003
    • Beyond the Mass Market
    • Table 2-5: Selected U.S. Marketers of First Aid and Sports Medicine Products

    Chapter 3: The First Aid Products Market

    • Scope of Market
    • The Need for First Aid Products
    • Minor First Aid Situations
      • Burns and Scalds
      • Cuts and Scrapes
      • Splinters
      • Stings

    • Emergency/Trauma Situations
      • Bleeding
      • Broken Bones
      • Chemical Burns
      • Penetrating Objects
      • Severed Body Parts (Avulsion)
      • Sprains
      • Wounds (Severe)

    • Weather Related Situations
      • Sunburn

    • Product Overview
      • First Aid Treatments
      • First Aid Accessories
      • Table 3-1: Recommended Contents of a First Aid Kit
      • Product Packaging
      • New Packaging Trends

    • Market Size and Composition
      • First Aid Product Sales At $1.5 Billion In 2003
      • Table 3-2: U.S. Retail Sales of First Aid Products, 2001-2003
      • Figure 3-1: U.S. Retail Sales of First Aid Products, 2001-2003
      • First Aid Treatments Form Larger Sales Category
      • Table 3-2: IRI-Tracked Sales of First Aid Products by Category, 2002 vs. 2003
      • Treatments Account for Over Half of Mass Market Sales
      • Figure 3-2: Share of U.S. Mass-Market Sales of First Aid Products by Category, 2001 vs. 2003
      • Ointments/Antiseptics Lead Mass Market Treatment Sales
      • Ointments/Antiseptics Account for 55.5% of Treatment Sales
      • Table 3-3: Share of U.S. Mass-Market Sales of First Aid Treatments by Segment in 2003
      • Share of U.S. Mass-Market Sales of First Aid Treatments by Segment in 2003
      • Tape/Bandage/Gauze/Cotton Accounts for Most Mass-Market Accessory Sales
      • Table 3-4: U.S. Mass-Market Sales of First Aid Accessories by Segment, 2002 vs. 2003
      • Tape/Bandage/Gauze/Cotton Dominates Mass-Market Accessories Sales
      • Seasonality of First Aid Product Sales
      • Table 3-6: IRI-Tracked Sales, by Quarter, of First Aid Products: 2003
      • Figure 3-4: IRI-Tracked Sales, by Quarter, of First Aid Products: 2003

    • Factors to Market Growth
      • Licensing Continues to Target Kids
      • Technology Chases Seasonality Out Of First Aid
      • “Liquid” Innovation Drives Bandage Sales
      • Personal-Care Grows

    • Projected Market Growth
      • Market to Reach $2.5 Billion by 2008
      • Figure 3-5: Projected U.S. Retail Sales of First Aid Products, 2003-2008
      • Table 3-8: Projected U.S. Retail Sales of First Aid Products by Category, 2003-2008

    • Marketer Overview
      • Mass Marketers Dominate
      • Beyond the Mass Market

    • The Competitive Situation
      • Johnson & Johnson and Pfizer Lead Mass Market
      • 3M and Beiersdorf Form Second Tier
      • Four Companies Form Third Tier
      • Private Label Is Strong
      • Table 3-8: Marketer and Brand Shares of U.S. Mass-Market First Aid Products, 2003
      • Pfizer Dominates First Aid Treatment Sales
      • Table 3-9: Marketer Shares of U.S. Mass-Market Sales of First Aid Treatments, 2003
      • Pfizer Is Number One Marketer of Ointments/Antiseptics
      • Table 3-10: Marketer Shares of U.S. Mass-Market Sales of First Aid Ointments and Antiseptics, 2003
      • Pfizer Also Number One Marketer of Anti-Itch Treatments
      • Table 3-11: Marketer Shares of U.S. Mass-Market Sales of Anti-Itch Treatment Products, 2003
      • Tender Corp. Responsible for Three-fifth of Insect First Aid Sales
      • Table 3-12: Marketer Shares of U.S. Mass-Market Sales of Insect First Aid Products, 2003
      • Almost Half of Smelling Salt Sales Goes to Private Label
      • Table 3-13: Marketer Shares of U.S. Mass-Market Sales of Smelling Salts, 2003
      • Johnson & Johnson Dominates First Aid Accessories Market
      • Table 3-14: Marketer Shares of U.S. Mass-Market Sales of First Aid Accessories, 2003
      • Johnson & Johnson Leads Tape/Bandage/Gauze/Cotton Market
      • Table 3-15: Marketer Shares of U.S. Mass-Market Sales of Tape/Bandage/Gauze/Cotton, 2003
      • Johnson & Johnson Number One in First Aid Kit Sales
      • Table 3-16: Marketer Shares of U.S. Mass-Market Sales of First Aid Kits, 2003

    • Competitive Briefs
      • 3M 75
        • 3M Sales of $18 Billion in 2003
        • 3M Competes in First Aid Market with Nexcare BrandM

      • BEIERSDORF AG
        • German Skincare Specialist
        • Third-Largest Marketer of First Aid Accessories

      • COMBE, INC.
        • A Consumer Products Leader
        • Lanacane Is Popular Anti-Itch Treatment

      • JOHNSON & JOHNSON
        • Sales of $36.4 Billion in 2002
        • Mass-Market First Aid Product Sales of $286 Million
        • Band-Aid Is Number One Adhesive Bandage Brand

      • J&J Thrives on Innovation
        • Scar Healing Strips

      • Pfizer, Inc.
        • Neosporin Is Tops
        • Number One Marketer of Anti-Itch Products

      • SCHERING-PLOUGH CORP.
        • 2002 Sales of $10.2 billion
        • Schering-Plough Competes in Ointment and Antiseptic Market

      • New Product Trends
        • Competition Spurs Innovation
        • First Aid for Bandage Packages
        • The New, New Wipes
        • Category Emerging as ‘Big Player at Chains’ (Scar Management)

      • Advertising and Promotion Trends
        • Methodology for Estimates of Consumer Advertising Expenditures
        • Johnson & Johnson and Pfizer Spend the Most
        • Chattem Inc. And Beiersdorf AG Spend $10-$13 Million Each

      • Retail Dynamics
        • Distribution Basics
        • Mass Market Accounts for 78.2% of Overall Sales
        • Drug Stores Face Heated Competition
        • Private-Label Sales
        • The Internet as Catalyst

      • The Consumer
        • The Simmons Survey System
        • First Aid Products Draw 55.7% of Consumers
        • South the Prime Region
        • Strong Female Skew
        • Variations by Formulation Type
        • 30% Use Neosporin
        • Demographics by Brand
        • Table 3-17: Consumer Usage Rates
        • Selected First Aid Product/Antibiotic Remedy Classifications, 2003
        • Table 3-18: Consumer Usage Indices by Region: Selected First Aid Product/Antibiotic Remedy Types
        • Table 3-19: Consumer Usage Indices by Region: Selected First Aid Product/Antibiotic Remedy Brands
        • Table 3-20: Demographic Characteristics Favoring Usage of First Aid Products/Antibiotic Remedies, 2003
        • Table 3-21: Demographic Characteristics Favoring Usage of First Aid Products/Antibiotic Remedies by Type: Ointments, 2003
        • Table 3-22: Demographic Characteristics Favoring Usage of First Aid Products/Antibiotic Remedies by Type: Creams, 2003
        • Table 3-23: Demographic Characteristics Favoring Usage of First Aid Products/Antibiotic Remedies by Type: Lotions/Liquids, 2003
        • Table 3-24: Demographic Characteristics Favoring Usage of First Aid Products/Antibiotic Remedies by Type: Sprays, 2003
        • Table 3-25: Demographic Characteristics Favoring Usage of First Aid Products/Antibiotic Remedies by Type: Gels, 2003
        • Table 3-26: Consumer Usage Rates: Selected First Aid Product/Antibiotic Remedy Brands, 2003
        • Table 3-27: Demographic Characteristics Favoring Use of Neosporin, 2003
        • Table 3-28: Demographic Characteristics Favoring Use of Benadryl, 2003
        • Table 3-29: Demographic Characteristics Favoring Use of Cortizone, 2003
        • Table 3-30: Demographic Characteristics Favoring Usage of First Aid Products/Antibiotic Remedies by Brand: Caladryl, 2003
        • Table 3-31: Demographic Characteristics Favoring Use of Polysporin, 2003
        • Table 3-32: Demographic Characteristics Favoring Use of Bactine, 2003
        • Table 3-33: Demographic Characteristics Favoring Use of Campho-phenique, 2003
        • Table 3-34: Demographic Characteristics Favoring Use of Cortaid, 2003
        • Table 3-35: Demographic Characteristics Favoring Use of Mycitracin (Band-Aid Plus), 2003
        • Table 3-36: Demographic Characteristics Favoring Use of Aveeno, 2003
        • Table 3-37: Demographic Characteristics Favoring Use of Lanacane, 2003
        • Table 3-38: Demographic Characteristics Favoring Use of Solarcaine, 2003

    Chapter 4: Sports Medicine Products

    • Scope of Market
    • The Need for Sports Medicine Products
    • Common Sports Injuries
    • Table 4-1: Sports Related Injuries
    • Ankle Sprain
    • Muscle Cramps
    • Low Back Pain
    • Athlete’s Foot
    • Misdiagnosed/Overlooked injuries:
      • Concussion
      • Achilles Tendon Rupture
      • Anterior Cruciate Ligament (ACL) Injuries
      • Scaphoid Fracture
      • Femoral Neck Stress Fracture
      • Neck Sprain
      • Tennis Elbow
      • Golfer’s Elbow

  • Product Overview
    • Two Major Categories: Accessories and Treatments
    • Sports Medicine Accessories
      • Muscle and Body Support Devices
      • Heat and Ice Packs Simplify Injury Management
      • Foot Care Devices

    • Foot Care Medication
    • Sports Medicine Treatments (External Analgesics & Rubs)
    • Table 4-2: Examples of OTC Products and Their Active Ingredients
    • Product Packaging
    • Market Size and Composition
      • Sports Medicine Sales at $1.5 Billion in 2003
      • Table 4-3: U.S. Retail Sales of Sports Medicine Products, 2001-2003
      • Figure 4-1: U.S. Retail Sales of Sports Medicine Products, 2001-2003
      • Sales Growth Stronger in Sports Medicine Accessories
      • Table 4-4: IRI-Tracked Sales of Sports Medicine Products by Category, 2002 vs. 2003
      • Sales Through Major Mass Channels at $1.11 Billion in 2003
      • Poor Treatment Sales
      • Table 4-5: IRI-Tracked Sales of Sports Medicine Products by Segment, in 2003
      • Accessory Sales Dominate Sports Medicine Market
      • Figure 4-2: Share of IRI-Tracked Sales of Sports Medicine Products by Category, 2001 vs. 2003
      • Foot Care Devices Occupy Most Market Share
      • Figure 4-3: Share of U.S. Mass-Market Sales of Sports Medicine Products by Segment
      • Seasonality In Sports Medicine Product Sales
      • Table 4-6: Quarterly Sales of Sports Medicine Products in 2003
      • Figure 4-4: Quarterly Sales of Sports Medicine Products in 2003
      • Market Growth Drivers
      • Retailers Devote More Space to Products
      • Sales of Analgesics
      • Kids Continue to Play Sports, Continue to Get Hurt
      • As Boomers Age, They Turn More to “Self-Care”
      • Projected Market Growth
      • Sports Medicine Products Market to Reach $1.8 Billion by 2008
      • Table 4-7: Projected U.S. Retail Sales of Sports Medicine Products, 2003-2008
      • Figure 4-5: Projected U.S. Retail Sales of Sports Medicine Products, 2003- 2008
      • The Competitive Situation
      • Mass Marketers Dominate
      • Beyond the Mass Market
      • Schering-Plough Corp. Leads Mass Market
      • Private Label Not a Factor
      • Figure 4-6: Marketer Shares of U.S. Mass-Market Sports Medicine Product Sales, 2003
      • Table 4-8: Marketer/Selected Brand Shares of U.S. Mass-Market Sports Medicine Product Sales, 2003
      • Figure 4-7: Market Share of Top Five Brands in Sports Medicine Products, 2003
      • Becton, Dickinson Leads Muscle/Body Support Device Market
      • Figure 4-8: Market Share of Top Five Muscle/Body Support Devices Manufacturers, 2003
      • Table 4-9: Marketer Shares of U.S. Mass-Market Muscle/Body Devices, 2003
      • Procter & Gamble Number One in Heat/Ice Pack Sales
      • Table 4-10: Marketer Shares of U.S. Mass-Market Heat/Ice Packs, 2003
      • Figure 4-9: Market Share of Top Firms In Heat/Ice Category
      • Chattem Controls Sports Medicine Treatments Market
      • Table 4-11: Marketer Shares of U.S. Mass-Market Sports Medicine Treatments, 2003
      • Figure 4-10: Market Share of Top Firms in Sports Medicine Treatment Products
      • Competitive Positions
      • Schering-Plough Corp.
      • History of Schering Plough
      • Market Leader in Sports Medicine
      • Becton, Dickinson & Co.
      • Indispensable to Human Health
      • Total Sales of Muscle and Body Support Devices Decline
      • BD’s Heat/Ice Packs Sales
      • Tru-Fit Heat/Ice Pack Sales Grow
      • Beiersdorf Ag
      • Futuro Is Major Brand of Muscle/Body Support Devices
      • Chattem, Inc.
      • Sales of $221 Million in 2002
      • Leading Marketer of External Analgesics and Rubs
      • Pfizer, Inc.
      • Ben-Gay Drops to Number Two in Sports Medicine Treatment
      • Procter & Gamble
      • One - Significant - Sports Medicine Product
      • Advertising and Promotion Trends
      • Methodology for Estimates of Consumer Advertising Expenditures
      • Procter & Gamble and Novartis Are Top Advertisers
      • The Internet as Promotional Vehicle
      • Retail Dynamics
      • Distribution Basics
      • Mass Market Accounts for 74.45% of Overall Sales
      • The Consumer
      • The Simmons Survey System
      • Almost One-Fifth Suffer from Backache
      • Demographic Profiles by Ailment Type
      • More Than Half Participate Regularly in Physical Fitness Programs
      • Younger, Upscale, and Minority Skew to Exercisers
      • Younger, Oldest Tend to Be Most Frequent Exercisers
      • Table 4-12: Ailments Suffered in Last 12 Months: By Type, 2003
      • Table 4-13: Demographic Characteristics of Back Ache Sufferers, 2003
      • Table 4-14: Demographic Characteristics of Athlete’s Foot, 2003
      • Table 4-15: Overview of Consumer Participation in Physical Fitness Programs, 2003
      • Table 4-16: Demographic Characteristics of Regular Exercisers, 2003
      • Table 4-17
      • Demographic Characteristics of Regular Exercisers by Frequency:
      • Five or More Times per Week, 2003
      • Table 4-18: Demographic Characteristics of Regular Exercisers by Frequency:
      • Three-Four Times per Week, 2003
      • Table 4-19: Demographic Characteristics of Regular Exercisers by Frequency:
      • Two Times per Week, 2003
      • Table 4-20: Demographic Characteristics of Regular Exercisers by Frequency:
      • One Time per Week, 2003

    Chapter 5: Product and Market Trends

    • Kids, Older Boomers Fuel Growth
    • Figure 5-1: Top 10 Brands and Market Share in First Aid Product Category
    • New Trends in First Aid Accessories Category
      • Licensing for Kids
      • Comfort

    • Figure 5-2: Top Brands in First Aid Accessories Category and Market Share
    • Growing Market in First Aid Treatment Category
    • Figure 5-3: Top Brands in First Aid Treatment Category and 2003
      • Market Share

    • Sports Medicine Products
      • Increasing Consumers Demand
      • Retail Market Strategies
      • Figure 5-4: Top Brands/Market Share in Sports Medicine Product Category, 2003
      • Figure 5-5: Top Brands/Market Share in Sports Medicine Treatment Category, 2003
      • Figure 5-6: Top Brands/Market Share In Sports Medicine Accessories, 2003

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