What shopper expectations do first aid manufacturers need to meet?
Burns and bruises. Scrapes and strains. These and other types of common injuries translate into big business for marketers of first aid products. How big? The global first aid market was worth $4.64 billion globally in 2023, according to San Francisco-based Grand View Research.
And that business is expected to grow in the half decade or so to come. In a November 2023 press release, Grand View Research projects that the global first aid market will reach $6.34 billion by 2030, expanding at a compound annual growth rate of 4.57%. The market research firm credits an increasing number of work-related and other accidents and injuries for the expected jump in product demand.
A Natural Inclination
Drugstores that want to capture their share of the growing first aid market will want to tap into consumer-driven trends. One such trend is consumers’ desire for natural alternatives to traditional first aid remedies.
“People are becoming more aware of supplements and healthy alternatives so are making choices based on this,” said Heather Sloan, co-founder of Heali Medical, Concord, Ontario.
The “green movement” also is spurring much of the growth in the natural first aid market, noted Kurt Schmidt, senior marketing manager for Northfield, Ill.-based Medline. And it is younger consumers who are more likely to lean toward natural and plant-based alternatives.
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“Seventy-seven percent of millennial and Gen Z buyers view a natural and healthy lifestyle as being very important,” he said. “Concerns about side effects, long-term impact and safety also affect the choices people are making when it comes to treating their medical concerns; therefore, people are increasingly turning to more natural tried-and-true ingredients.”
Natural Newbies
Sloan pointed to magnesium as one potential natural component in first aid remedies. A multi-tasker, it can help hasten recovery, improve flexibility and do much more, she noted. It makes sense, therefore, that magnesium is a key ingredient in Heali Medical’s first product that hit the market: a natural kinesiology tape.
Infused with both magnesium and menthol, the tape aims to support pain relief and faster recovery. More recently, the company launched a kinesiology tape for pregnancy and post-partum needs, Sloan added. Infused with magnesium, jojoba oil and vitamin E, it is designed for support, moisture, hydration, pain management and more.
Medline’s Curad bandage brand also had the natural trend in mind with the 2023 launch of two Curad Naturals products. According to Schmidt, the products feature all-natural healing ingredients designed to “treat and protect wounds gently and effectively.”
Curad Naturals Infused with Aloe Vera + Vitamin E has aloe vera, which is commonly used to treat scrapes, cuts and burns, as well as vitamin E, an antioxidant that soothes and moisturizes skin. Individually wrapped, each bandage is made of breathable, lightweight fabric and features a four-sided seal to keep out dirt and germs, Schmidt explained.
Take the pain out of the purchase
Consumers shopping for first aid products are likely already dealing with aches and pains. They don’t want to run into challenges buying first aid products. But that is often the reality.
“With a variety of products in multiple shapes, forms and sizes and the relatively high turn rate for many of the items, this section often gets mixed up and messy very quickly,” Ann Halstead, director of marketing for Port Washington, Wis.-based Kleen Test Products, said “And since many stores are understaffed, it is difficult for [them] to keep up with shelf cleanup and restocking.”
Drugstores could help win their loyalty by making the first aid shopping experience as painless as possible.
Halstead pointed to improvement opportunities via shelf space alignment with individual product movement. By doing so, drugstores ensure there is enough back-stock on the shelf for higher-turn items to avoid out-of-stock situations.
And by organizing products according to usage, drugstores could speed up the shopper’s browsing experience, said Geolyn Gonzalez, chief sales and marketing officer for Walnut, Calif.-based Total Resources International.“ Shelf talkers with infographics, especially for new products, can help customers educate themselves,” she added. “The use of technology such as augmented reality in packaging, which features product education and how-to-videos, is also good.”
Drugstores potentially could win, too, by narrowing the current assortment while also adding key on-trend solutions and identifying them as such.
“There is an incremental opportunity for drugstores to attract new consumers by offering natural first aid solutions,” said Kurt Schmidt, senior marketing manager for Northfield, Ill.- based Medline. “Most first aid consumers face the challenge of identifying which products are right for them, with 63% believing that there are too many options to choose from when buying first aid products. However, by providing the consumers with truly differentiated solutions that are aligned with current and emerging trends, the shopping experience can be improved at local drugstores.”
Curad Naturals with Arm & Hammer Baking Soda, meanwhile, brings “soothing relief” for minor scrapes, cuts and more while helping to neutralize and minimize wound-related odor, too.
“Adhesive pads are made with pillow-soft material to cover, cushion and protect,” Schmidt noted, “with an extra layer of cellulose to help absorb excess drainage and a four-sided seal to keep dirt and germs out.”
Seeking True Innovation
In addition to natural alternatives, today’s consumers want first aid remedies that not only are effective, but also convenient.
That reality is sparking innovation that goes beyond traditional first aid products — in the form of new formats, easier-to-apply products and smaller, more portable packages, said Ann Halstead, director of marketing for Port Washington, Wis.-based Kleen Test Products.
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“Traditional remedies are valued for their effectiveness, but they are often messy and unpleasant to use,” Halstead noted. “And with today’s on-the-go lifestyles and the multitude of kids’ activities, parents are looking for first aid products that are also very portable so they can be brought to all the activities. After all, scrapes and cuts don’t just happen at home!”
On the innovation front, consumers also are looking for first aid products that simply do more in terms of treatment. As Geolyn Gonzalez, chief sales and marketing officer for Walnut, Calif.- based Total Resources International, explained, traditional first aid wound treatment “has evolved into modern wound care” that addresses the phases of healing, as well as changes in the wound environment during those phases.
“Now there are robust wound dressings that prevent infection and promote moisture balance to heal faster,” she said. “It is a modern system that combines products with science.”
Up to the Task
A number of companies have been hard at work developing first aid products that mesh with consumers’ higher expectations. One such company is Kleen Test Products’ The Pharma-C Company.
As Halstead explained, The Pharma-C Company offers a lineup of first aid wipes that include traditional antiseptics in a convenient, portable format.
“Our 70% isopropyl alcohol and 3% hydrogen peroxide wipes have become staples for easy first aid care,” she said. “We also have a witch hazel wipe, which serves as an astringent and skin toner.”
And the latest from the company are 70% isopropyl alcohol pads designed for portability. “The pads are large enough to handle most typical skinned knees and scraped elbows,” Halstead noted.
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For its part, Total Resources International offers Silvex Burn Gel. Gonzalez said the gel is powered by Nano Silver Technology, which inhibits the growth of bacteria, including antibiotic-resistant bacteria like MRSA, staphylococcus aureus and fungi. The technology also promotes the optimal moist environment for wound healing.
“Infused with Nano Silver for superior protection, [Silvex Burn Gel] not only accelerates the skin’s natural healing process, but also comes in convenient on-the-go sachets, each containing five grams of product,” she noted. “Free from artificial ingredients, preservatives or additives, Silvex Burn Gel offers relief for first- and second-degree burns, including sunburns, scalds, kitchen burns and radiation burns.”
The latest product launch from the Dermoplast brand of Bridgewater, N.J.-based Advantice Health also aims to improve upon traditional first aid treatments. Dermoplast 3-in-1 Medicated First Aid Cloths feature a “sting-free formula with first aid benefits” for cleaning wounds, preventing infections and relieving pain. The individually wrapped cloths kill 99% of germs and are designed to be a convenient, on-the-go solution, the company said.
“Wound care requires multiple steps to properly clean, treat and soothe unpredictable cuts and scrapes,” said Carly Baron, chief marketing officer for Advantice Health. “Seventy-five percent of consumers are seeking first aid solutions with added pain-relief benefits. Our new 3-in-1 Medicated First Aid Cloths provides consumers a safe and easy solution for the whole family ages 2+.”
