First Aid: You don't know you need it until you need it

There are lots of wise and snappy sayings about the importance of preparation and the apocalyptic effects of not being prepared. Surely then, the First Aid Market must be smashing record growth levels with consumers stockpiling plasters, dressings and bandages.

The truth is, the level of penetration in the first aid category could be higher, consumers simply do not know that they need First Aid until they need it. Most first aid products offer a solution to a problem consumers never think they will have.

Here at Collective Stories, we have over 17 years experience in the First Aid Market. That’s a long time thinking about plasters, dressings, tapes and bandages but we still find products which surprise and delight.

Collective Stories thrive in categories where the link between the needstate and path to purchase is not linear. It’s a challenge, it’s different, the story is not simple.  In the case of the First Aid Market, more often than not, the marketing of the products is regulated by directives which limit the language used.

Store visits and even a cursory macro sweep of the market point to significant generational consumer differences, there are whole cohorts of consumers out there who rarely interact with this category, consumers who all suffer from bumps, cuts and grazes.

Collective Stories have designed and developed first aid insight projects for a number of years generating actionable and dynamic insight. Its our mission to help you disrupt the path to purchase, change the story, focus on de-mystifying the products.

Contact us to discuss your category needs #storiestogrowth