Prepared for anything
The pandemic may be in the rearview mirror, but it created a new mindset in consumers who are more focused on taking better care of their health. In fact, 59% of Americans say they are more engaged now with proactively managing their health than during pre-pandemic years, according to the 2023 The Vitamin Shoppe’s Health and Wellness Trend Report.
Consumers’ growing interest in self-care bodes well for companies looking to tap into the first aid aisle.Chicago-based research company Circana pegged the first aid sector as having annual sales of $4.1 billion, with accessories at $2.3 billion, bandages at $702 million, treatments at $1.8 billion and ointments/antiseptics at $1.1 billion.
[Read more: Innovation to the rescue in the first aid category]
Companies specializing in the first aid category have taken notice of consumers’ new mindset, as evidenced by their latest innovations that include using natural ingredients, providing quick pain relief and convenience.One just has to take a look at Pleasant Prairie, Wis.-based Quest Products, which boasts a portfolio of national brands within several segments, including emergency burn and first aid. Anne Brolly, senior vice president of marketing, said that for the past decade, the company has been giving consumers the power to solve their own healthcare problems with fast and effective solutions.
“Through the development of products, acquisitions and partnering with entrepreneurs, Quest has brought numerous patented self-care innovations to retail shelves, online stores and within the medical channels, helping consumers heal and enjoy life on their own terms,” said Brolly. “We have indeed noticed consumers and retailers increasingly looking for products and formulations which include natural ingredients/botanicals as they are seeking better-for-you solutions, and also recognizing the healing powers of traditional botanicals which generations before us have relied upon.”
[Read more: First aid category remains ready for anything]
Emphasizing that the search for convenient solutions is still strong, Brolly said it can take the form of the combination of multiple benefits into one product, and it can be used in new ways to apply a product. “We cannot forget that the baseline that consumers are looking for is efficacy. Products must not only work and live up to the benefits promised, but also do so quickly,” she said.
To that end, Quest Products is debuting two new items this fall under its Alocane franchise, which Brolly said “continues to strengthen our position as the No. 1 burn solution in the United States.”
Quest Products is unveiling Alocane Max. “We have reformulated our Alocane burn solutions to add an antiseptic ingredient and therefore combine germ killing with burn-pain relief and healing, bringing convenience and value to consumers suffering from minor burns and scrapes,” said Brolly. “It will be available in gel, aerosol and pad form.”
This fall, Quest Products also is launching Alocane Botanicals. “This is our first foray for the Alocane brand into leveraging natural ingredients in our formulation. The product combines the brand’s signature 4% lidocaine to relieve pain, with all the benefits of rich botanicals known to help with healing, including calendula and aloe. We are combining the best of both worlds, efficacy and botanicals,” said Brolly.
Walnut, Calif.-based Total Resources International, a 32-year-old family and minority-owned company, is a frontrunner in the first aid and emergency preparedness arena under the brand, Be Smart Get Prepared.
Geolyn Gonzalez, vice president of sales and marketing at Total Resources International, identified three trends occurring in the first aid space: products that are all natural and green; the shift from traditional wound care products to advanced and active wound care lines; and specialty products.
Responding to these trends, Total Resources International offers its Silvex line, which is an antibacterial solution in the form of wound gel and wound wash, containing nano silver technology.
“Silvex nano silver products are the first line of defense in promoting optimal health for individuals and families,” said Gonzalez. “Silvex products help address consumers’ health from the inside-out. Our Immune Boost strengthens the immune system by clearing a path for probiotics to optimize gut health. It protects the inside of the body from viruses and bacteria. Silvex Wound Gel and Wound Wash boost prevention outside the body by inhibiting infection from bacteria, such as MRSA, VRE and staph, and treating cuts, lacerations, first- and second-degree burns, sunburns and abrasions.”
Gonzalez said consumers are demanding efficacious products and seeking products for infection prevention to help prevent medical procedures as well as for outpatient care, post-op or an ongoing injury. Be Smart Get Prepared also offers wound care kits, which Gonzalez said are designed to empower consumers to treat their wounds at the onset.
Because there is an increasing number of people with diabetes, wound care is growing, Gonzalez said. “Unaffordable medical care leads to more self-treatment. Our wound care kits help chronic wounds to heal, which is very ideal for skin ulcers associated with diabetes.”
Another innovation from Total Resources International is pet kits that offer first aid care for the pet and owner.
Lastly, Gonzalez said consumers also are looking for products that fit their lifestyles, are portable and convenient to use, as well as good for the environment. Additionally, they want to support Made in the USA products and products that “give back.”
To that end, Be Smart Get Prepared, through its social impact program, Every Kit Cares, funds education, community outreach and recovery. “A portion of sales from our kits funds these programs,” said Gonzalez.
Neo G, a manufacturer of medical devices, is not standing on the sidelines when it comes to innovating.
Designed in collaboration with medical experts using premium materials, Neo G’s products are expertly designed to deliver enhanced health outcomes and are made to medical grade standards, the company said.
“As we continually strive to solve problems to help everyone live an active life every day, our product range has expanded to include orthotic insoles, medical grade compression hosiery and advanced wound care products,” said Dan Jones, CEO of Neo G.
Jones said that there are several factors contributing to injuries today. ith many people working from home without the right ergonomic equipment, the company has seen a rise in carpal tunnel syndrome and lower back issues related to poor posture. There also are more injuries due to the emergence of the ultra-fit individual. “These individuals are extremely fit and they are looking for supports to help with small injuries picked up during training rather than needing large amounts of support,” he said.
Jones also is seeing a major rise in cases of plantar fasciitis. “To combat this condition, we developed our patented Plantar Fasciitis Every Day Support,” Jones said. “Helping ease symptoms of plantar fasciitis, our patented support is constructed from a specialist breathable fabric, knitted with Multi-Zone Compression for increased blood flow and it also features an anatomical silicone heel insert for advanced cushioning.”
Noting that the company also worked with leading podiatrists to produce NeoThotics Orthotic Insoles, Jones said, “A lack of arch support can be a major contributing factor in the development of Plantar Fasciitis. Our NeoThotics Pro-Expert orthotic insoles feature a full contact, firm arch support that is needed to support the arches of your foot while walking.”
Jones added that the company is constantly innovating to produce medical grade products that help end users rehabilitate and stay active. “Through that innovation we produced our Variable Compression System range of products, which are our original and most versatile support range, Jones continued. “VCS products are a one size fits most, adjustable support solution. Made from heat therapeutic neoprene to warm muscles and joints, VCS supports help with arthritis, chronic aches and stiffness. Bound seams and edges also provide comfort and durability during occupational and sporting activities.”
Additionally, Neo G’s Active supports have been developed to feature Multi-Zone Compression for targeted support, providing a snug yet flexible fit. “Our Active range of supports really excel during intense activities as they are constructed from a specialist breathable fabric, which helps with moisture control,” Jones said. “With a vibrant design, Active supports are ideal for active lifestyles.”
Lastly, Neo G has a range of advanced wound care products called Opti-Heal. “We have clinically developed Opti-Heal products to provide hospital grade dressings for use at home. Opti-Heal dressings create a moist wound environment, which can help accelerate healing and reduce pain and scarring,” Jones said.
Tec Labs, based in Albany, Ore., is not standing on the sidelines when it comes to innovating in the first aid category.
Lisa Muller, marketing director of Tec Labs, said that in today's health-conscious world, people are growing increasingly concerned about what they put on their bodies and as individuals become more mindful of their health, they are actively seeking ways to reduce the unnecessary use of antibiotics.
To that end, Tec Labs is focusing on innovating safe, topical solutions. The company is introducing a breakthrough over-the-counter solution for minor wound care under a new brand, NuNature by Tecnu First Aid Gel.
"For those who enjoy the great outdoors, having a reliable first aid solution is essential,” said Muller, adding, "Unlike traditional wound care products that rely on antibiotics, NuNature First Aid Gel uses the power of antiseptics to effectively kill germs and prevent infections in minor cuts, scrapes and burns. The product's innovative formula ensures germ-free healing and also contains lidocaine for fast, efficient pain relief."
Muller emphasized that by providing an antibiotic-free alternative, individuals can address their minor wound care needs without the worry of contributing to antibiotic resistance or experiencing adverse reactions. "Customers can experience the power of antiseptics, fast pain relief and a commitment to their health with NuNature by Tecnu First Aid Gel for all of life's bumps along the way.”
Another company taking the lead in keeping pace with consumers’ expectations is The Pharma-C Company, Port Washington, Wis., which has been developing and marketing products specifically designed to address some of the issues associated with first aid and home health care for over 15 years.
“Today, The Pharma-C Company products are trusted and loved by healthcare providers and those providing care for loved ones at home. Our products also are used by general consumers to address many home health needs,” said Ann Halstead, director of marketing at The Pharma-C Company.
Pointing out The Pharma-C Company’s product line has expanded in recent years to address categories such as first aid, incontinence care, digestive care, home health care and personal care, Halstead said that one of the trends driving consumer behavior in the first aid and home health care space is a return to more traditional remedies. “This is evidenced by the increase in products featuring natural ingredients such as witch hazel and lavender,” Halstead said.
The move toward more home-based health care is yet another trend, which Halstead said was heightened by the pandemic and facilitated by technology.
“More and more people across broad demographic groups are now able to successfully engage with technology and healthcare providers have responded with a multitude of telehealth services,” Halstead said. “This is driving consumers to maintain an ample supply of healthcare products for use at home.”
Emphasizing that innovation is a part of The Pharma-C Company’s DNA, Halstead said, “It was a personal need of our brand founder that led to our first product, and we have been innovating ever since. The Pharma-C Company continues to bring new products to the first aid, incontinence care and digestive care categories. We view new product development in three primary buckets. The first of these is focused on expanding offerings within our traditional categories with traditional products delivered in new ways.”
Two recent examples of this approach include The Pharma-C Company Witch Hazel Wipes, which offer traditional witch hazel delivered in a wipe format and its new The Pharma-C Company Medicated Foam, which allows toilet paper to be used as a flushable hemorrhoidal wipe.
“The second area of focus is on expanding into new, but adjacent categories. Here we are looking at potential new offerings in categories such as skin care and personal care,” Halstead said, adding, “The third product development bucket is all about creating new products that add innovative twists to existing categories and products. For instance, it might be adding a fresh ingredient to a long-standing staple that brings new life to a category. In these cases, we are looking to appeal to new audiences and bring new people to the brand. Additionally, we look to other parts of the world to identify compelling products that are new for the U.S. market.”
Halstead said consumers are looking for products that are safer for people, pets and the planet. “Product safety is one of the things that is driving the trend toward using the traditional remedies that our grandmothers used. These more traditional remedies tend to be made from natural ingredients and contain fewer additives."
Furthermore, Halstead said that this trend is aligned with a focus on more sustainable packaging that can be reused, recycled or use less plastic.
"Consumers also are always seeking convenience and products that are easy to use on the go," Halstead said, "The Pharma-C Company has worked hard to create products that improve on the traditional remedies by offering more convenient and safer formats, such as Witch Hazel Wipes which eliminate the need for the traditional bottle and cotton ball.”
What new products the first aid category will introduce in the future is anyone’s guess, but one thing is certain, consumer demand for innovation will continue and companies will continue to innovate and educate consumers.
Pointing out that baby boomers continue to be the main consumers and target market, Gonzalez said, “As their generation ages, they demand large quantities of wound care first aid. Consumer education plays a major role in driving sales because people do not know many facts about certain injuries.”
Perhaps Jones summed up best why innovation in the category will continue with this sentiment: “Behaviors and attitudes are changing rapidly, and consumers are becoming more engaged and active in their health care. Through research, health monitoring technology and access to their medical record data, consumers are using all the tools available to them to be as informed as possible about their own health.”