I've been meaning to put a little bag like this together just in case. I'm no prepper or anything close to it however, I wanted a simple bag I can grab should something pop up or for emergencies.
The items in this bag are pretty low quality. Lots of this stuff can be found at your local dollar store or elsewhere for dirt cheap. The "beauty" of this bag, for me, was getting me thinking of what should go in a bag like this. If you have absolutely ZERO means or needs for a bag like this but just want "something", the stuff in this kit will suffice. However, if you want something tailored to your needs, this bag does a great job at getting you thinking of items needed for a bag like this.
A couple of the items are ok, like the fishing kit, fire rod. The shovel and multi-axe were surprisingly decent as well. But the knife and flashlight were pretty cheap. As such, I plan on replacing those with better quality items I have lying around my place. The first aid kit you should look at as there are some things that are useful but others that might not be. Also, you can start to think of stuff you'd want to add for your specific needs. Like I plan on adding a tube of Neosporin in there as well as some individual packs Tylenol/ibuprofen. The knife I'm replacing with a quality Cold Steel knife.
This little kit has helped me, at the very least, to start thinking of the kinds of items I want in this kit. Over time, I can add other stuff too but, for now, I can plan on having a really well thought out kit for those situation where a kit like this would be needed.