Give consumers some credit. They are finding more and more ways to get hurt. In addition, give suppliers as much credit. They are keeping pace with consumers in terms of new first aid items that treat these injuries.

Suppliers are eager to say that they are developing new bandages and ointments to help consumers take even better care of cuts, burns and other minor maladies. At the same time, a growing number of retailers are working to make it easier for consumers to find relief on store shelves.first aid tape roll

Yet, the excitement within the category is not translating into growing sales on the shelves. According to IRI, a Chicago-based market research firm, for the 52 weeks ended May 20, U.S. multi-outlet sales of first aid accessories totaled more than $2 billion, down nearly 2% compared with the same period last year. Sales of first aid tape, bandages, gauze and cotton totaled more than $879.1 million, up 1.68%. One bright spot was first aid kits, up 2.73% to nearly $55.2 million.

Making the category even more interesting is the fact that the baby boom generation remains the main customer here — which suppliers say may be a good thing.

“Currently, we see that the aging population is growing, and therefore accounts for a large number of consumers in the wound care and first aid space,” said Jeffrey Thompson, marketing brand lead for Band-Aid Brand Adhesive Bandages, a brand of New Brunswick, N.J.-based Johnson & Johnson. “We also see that people are leading more active lifestyles, and consumers are looking for products that fit those lifestyles.”
So the rush to bring new items to market continues unabated. For example, Band-Aid Brand recently released Hydro Seal Adhesive Bandages for Wound Care and Foot Care, which feature hydrocolloid technology, designed to keep water out while absorbing liquid that oozes out of a blister or other wound. The hydrocolloid technology shows the bandage working as it forms a white bubble during the healing process. The bandage helps prevent the formation of scabs that can prolong healing and cause scarring, the company said.

“Consumer trends are shaping the category,” Thompson said. “People are buying products with clearer benefits because they are tying it to usage occasions and specific activities for their particular lifestyles.”

As baby boomers age, they need more healthcare products, put more stress on the healthcare system and need retailers to meet their growing needs, said Kimberly Washington, vice president of consumer marketing at Northfield, Ill.-based Medline. “We are also noticing a need for patients to prepare at home prior to certain procedures as the number of outpatient care increases,” she said. “With this in mind, a more prominent and important concern is focused around infection prevention.”

Medline created a line of Germ Shield products, which act as a consumer’s first line of defense for infection prevention. The line includes Antimicrobial Ointment, CHG Antiseptic Pre-Surgical Cleanser Kit, and 2-layer gloves. Also, Truly Ouchless! bandages have been improved with advanced breathable adhesive and two types of backing — plastic and Flex-Fabric. They are designed for families with kids, or anyone with delicate skin. The product’s EZ Release silicone adhesive technology is specifically designed to hold tight and let go easy, which the company said makes removal easier and less painful. The user can peek at how the wound is healing and then reseal the bandage securely.