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Published by: Mintel International Group Ltd.
Published: Jun. 1, 2008 - 91 Pages
Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- A growing FDMx market
- Lubrication and enhancement fastest-growing segment
- Drug stores carry more than half of FDMx and C-store sales
- Favorable demographics at work
- Use of barrier contraceptives still low
- Ambivalence about pregnancy decreases usage
- Rx options becoming more appealing
- The pleasure principle
- Monogamy stymies sales
- Men ready to experiment with new products
- Market Size and Forecast
- Emphasis on pleasure infuses market with new products
- Plan B grows the market in 2007
- Growth of under-35s factors into sales
- OTC sales at FDMx and convenience stores
- Figure 1: OTC (FDMx and convenience store) sales and forecast of contraceptives, at current prices, 2002-12
- Figure 2: OTC (FDMx and convenience store) sales and forecast of contraceptives, at inflation adjusted prices, 2002-12
- Competitive Context: Rx Birth Control
- Overview
- Limited access to healthcare, higher costs limit growth of oral contraceptives
- Focusing on functionality
- Only four annual periods with Seasonique
- Figure 3: Duramed Seasonique television ad, 2007
- Shorter periods with Loestrin
- Figure 4: Loestrin 24 television ad, 2007
- Taking the punch out of the period
- Figure 5: Yaz television ad, 2007
- Competitive Context: Unprotected Intercourse
- Ambivalence towards pregnancy
- Reduced fear of AIDS/HIV
- Segment Performance
- Condoms making marginal gains
- Lube, toys, and Plan B rise to action
- Female condoms, standalone spermicide headed nowhere
- Contraceptive sales
- Figure 6: OTC FDMx and C-stores sales and forecast of contraceptives, at current prices, by segment, 2002-12
- Figure 7: OTC sales at FDMx and C-stores, by segment excluding Plan B, 2005 and 2007
- Segment Performance - Condoms
- Faster growth may be occurring outside FDMx
- FDMx and C-store sales of condoms
- Figure 8: U.S. sales and forecast of condoms at FDMx and C-stores, at current prices, 2002-12
- Figure 9: U.S. sales and forecast of condoms at FDMx and C-stores, at inflation-adjusted prices, 2002-12
- Segment Performance - Lubrication and Enhancement
- Lube sales swelling
- Sexual enhancement toys mainstream
- Vibrating rings a hit at Duane Reade
- FDMx sales of lubrication and enhancement products
- Figure 10: U.S. sales and forecast of lubrication and enhancement products, at current prices, 2002-12
- Figure 11: U.S. sales and forecast of lubrication and enhancement products, at inflation-adjusted products, 2002-12
- Segment Performance - Plan B
- Plan B sales carried $69 million in sales in 2007
- Retail Channels
- Key points
- Drug stores remain premier contraceptive retail destination
- Other retailers somewhat disadvantaged
- Sales by channel
- Figure 12: U.S. sales of contraceptives, by retail channel, 2005 and 2007
- Retail Channels - Drug Stores
- Key points
- Drug stores capitalize on “new openness”
- Pharmacies make all the difference
- Drug store sales
- Figure 13: U.S. sales of contraceptives at drug stores, in current prices, 2002-07
- Retail Channels - Other
- Key points
- Supermarkets, mass stores trail in reputation as healthcare outlets
- Convenience stores gain as condoms specialize in pleasure
- Other channel sales
- Figure 14: U.S. sales of contraceptives at other* channels, 2002-07
- Market Drivers: Preventing STDs and Pregnancy
- Unplanned pregnancy incidence
- Rate of STD contraction
- More women delaying childbirth
- Figure 15: U.S. births, by age of mother, 2002
- Half of women avoiding pregnancy remain at risk of unplanned births
- Market Drivers: The Pleasure Principle
- If it’s not about procreation, it’s for recreation
- Substantial shifts in condom line sales
- Figure 16: Condom lines showing rapid growth, based on FDMx sales, 2005 and 2007
- Figure 17: Condom lines showing rapid decline, based on FDMx sales, 2005 and 2007
- Market Drivers: Demographics
- 18-34s should drive 3.7% annual growth in condom sales
- Figure 18: Usage of condoms, by age, January-November 2007
- Teens
- Figure 19: Population, by age, 2003-13
- Minority groups use condoms more than whites
- Figure 20: Usage of condoms, by race/ethnicity, January-November 2007
- Figure 21: Usage of condoms, by race/ethnicity and age, January-November 2007
- Figure 22: Population, by race and Hispanic origin, 2003-13
- Leading Companies
- Key points
- Plan B alters the landscape
- Figure 23: FDMx sales of leading contraceptives companies, including Plan B, 2005 and 2007
- Trojan gains share in traditional market
- Figure 24: FDMx sales of leading contraceptives companies, excluding Plan B, 2005 and 2007
- Brand Share - Condoms
- Product lines offer variety, but simplicity is lost in the formula
- Figure 25: FDMx brand sales of male contraceptives in the U.S., 2005 and 2007
- Brand Share - Lubricants and Sexual Aids
- Key points
- J&J’s KY top lube company
- Other companies surge, private label steady
- Figure 26: FDMx brand sales of lubricants and sexual aids in the U.S., 2005 and 2007
- Brand Share - Spermicides and FCs
- Sales declining
- Figure 27: FDMx brand sales of OTC female contraceptives in the U.S., 2005 and 2007
- Brand Qualities
- Condom suppliers focus on enhancing intimacy
- Leaders mining the same ground
- Trojan tour aims to make safety sexy
- Durex’ Play takes a look at women’s needs
- Plan B signifies new OTC brand category
- Innovation and Innovators
- Leading providers investing in similar products
- Get it on faster
- Durex can make you a big man
- Pleasure-enhancing condoms
- All-natural lubricants
- Advertising and Promotion
- Condoms a perfect fit for event sponsorship
- It’s good to be bad
- Figure 28: Trojan “evolve” ad, 2007
- Durex has dark humor
- Hundreds of sperm men viewed millions of times
- Faux Durex president in pain 900,000 times over
- “Sandwich” and “Hello” over 250,000
- It’s entertaining, but does it sell condoms?
- Similar ads up for Trojan
- LifeStyles says we’re all animals
- Website review: selling sex, products, health, and humor
- “America is not a sexually healthy nation”
- Meet Noah and Baron
- Learn how a condom is made
- Buy direct from Mayer Labs
- Sex, Partners and Condom Usage
- One in three under-35s report condom usage…
- Figure 29: Usage of condoms, by age, January-November 2007
- Figure 30: Usage of condoms, by gender, January-November 2007
- Figure 31: Use of birth control, by gender, April 2008
- Frequency of sex, # of partners, condom usage, declines with age
- Figure 32: Frequency of sex, use of condoms, number of sexual partners in the past month, by age, April 2008
- Reasons for not using a condom
- Figure 33: Reasons for not using condoms in the past month, by gender, April 2008
- Figure 34: Reasons for not using condoms in the past month, by age, April 2008
- One in three online 18-34s not using birth control
- Figure 35: Use of birth control, by age, April 2008
- One in six women online aged 18-24 have used Plan B
- Figure 36: Use of and attitudes towards Plan B, by age, April 2008
- Preferences for non-latex condoms higher among over-45s
- Figure 37: Condom type preferred, by age, January-November 2007
- Use of Rx Birth Control
- The pill still reigns
- Figure 38: Birth control that women have used, tried, or are willing to try, April 2008
- Figure 39: Use of and interest in the pill, by age, April 2008
- Figure 40: Use of and interest in tubal ligation, by age, April 2008
- Figure 41: Use of and interest in female hormone injection, by age, April 2008
- Figure 42: Use of and interest in IUDs, vaginal rings, and the patch, by age, April 2008
- Figure 43: Use of and interest in spermicide, contraceptive sponges, and diaphragms, by age, April 2008
- Reasons for not using Rx birth control
- Figure 44: Reasons for not using Rx birth control, by age, April 2008
- Use of and Interest in Pleasure-positioned Product
- Interest in new condoms highest among men, under-45s
- Figure 45: Attitudes towards new condom experimentation, by age, April 2008
- Figure 46: Attitudes towards new condom experimentation, by gender, April 2008
- Consumers ready to move past ribbed condoms
- Figure 47: Use of pleasure-positioned product, by type of product, April 2008
- Figure 48: Interest in pleasure-positioned product, by age, April 2008
- Figure 49: Interest in pleasure-positioned product, by gender, April 2008
- Attitudes and Motivations
- Let’s talk about STD prevention
- Figure 50: Concerns about condom efficacy regarding STD prevention, by age, April 2008
- Figure 51: Concerns about condom efficacy regarding STD prevention, by gender, April 2008
- Addressing concerns over efficacy in preventing pregnancies
- Figure 52: Concerns about condom efficacy regarding preventing pregnancy, by age, April 2008
- Figure 53: Concerns about condom efficacy regarding preventing pregnancy, by gender, April 2008
- More lube, please
- Figure 54: Purchase of condom and lube in last six months, and preference for unlubricated condoms, by age, April 2008
- Figure 55: Purchase of condom and lube in last six months, and preference for unlubricated condoms, by gender, April 2008
- Men, under-35s, didn’t get the memo about STDs and unwanted pregnancy
- Figure 56: Preference for avoiding condom usage if partner agrees, by age, April 2008
- Figure 57: Preference for avoiding condom usage if partner agrees, by gender, April 2008
- FDA warning hasn’t reached consumers yet
- Figure 58: Preference for condoms without spermicide, by age, April 2008
- Figure 59: Preference for condoms without spermicide, by gender, April 2008
- Higher Ed Makes for Higher Usage
- College grads more likely to be active and using birth control
- Figure 60: Use of birth control, by education level, April 2008
- Figure 61: Any sexual activity in the past month, by education level, April 2008
- Interest in experimentation
- Figure 62: Interest in pleasure-positioned product, by education level, April 2008
- Race and Ethnicity
- Overview
- Figure 63: Usage of condoms, by race/ethnicity, January-November 2007
- Figure 64: Use of birth control, by race/ethnicity, April 2008
- Figure 65: Reasons for not using condoms, by race/ethnicity, April 2008
- Interest in pleasure-positioned product
- Figure 66: Interest in experimenting with new condoms, by race/ethnicity, April 2008
- Figure 67: Interest in pleasure-positioned products, by race/ethnicity, April 2008
- Blacks show surprisingly little interest in Plan B
- Figure 68: Interest in and use of Plan B, by race/ethnicity, April 2008
- Frequency of sex, # of partners, condom usage, declines with age
- Figure 69: Frequency of sex, use of condoms, number of different sexual partners, by race/ethnicity, April 2008
- Preference for natural skin condoms
- Figure 70: Condom types used, by race/ethnicity, January-November 2007
- Presence of Children
- Overview
- Figure 71: Use of condoms, by presence of children, January-November 2007
- Figure 72: Use of birth control, by presence of children, April 2008
- A niche for condoms among women who dislike Rx birth control
- Figure 73: Reasons for not using Rx birth control, by presence of children, April 2008
- Appendix: Impact of Household Income
- Little difference in condom usage by household income
- Figure 93: Use of condoms, by household income, January-November 2007
- Figure 94: Use of birth control, by household income, April 2008
- Attitudes driven more by age than by income
- Figure 95: Attitudes towards condoms and other types of birth control, by household income, April 2008
- Reasons for not using a condom
- Figure 96: Reasons for not using condoms, by household income, April 2008
- Appendix: Trade Associations
AbstractThe U.S. market for OTC contraceptives is in great demand, thanks to growing populations of young consumers who are the most likely to use contraceptives, but also due to an increased emphasis on pleasure, with personal lubrication and sexual enhancement products showing rapid growth. Mintel explores the current climate in the U.S. with in-depth analysis of the following:
- How manufacturer emphasis on sensitivity and pleasure has fueled sales, and how merchandising of sexual aids in mainstream drug chains has helped fuel sales of condoms
- The competitive context provided by advertising for oral prescription contraceptives and the use of OTC Plan B
- How ambivalence toward pregnancy and decreased fear of STDs are negatively impacting sales
- The dominance of drug stores in the market
- Analysis of branding and advertisement from leading suppliers, including conventional outlets, promotions, and online positioning
- Which condom lines are gaining and which are failing
- Condom usage in the GBLT community and opportunities for advancing sales in this high-use demographic
- New product development
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