• 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

• 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

• 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

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

• 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

• 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 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

• 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

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

• Trends in the First Aid Treatments Category
• Trends in the First Aid Accessories Category
• Trends in Sport Medicine Products
• Push Strategy

• 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

• 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

• 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