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Contraceptives - US - July 2015

Contraceptives - US - July 2015

"After years of focusing on protection benefits, contraceptive brands have shifted to promoting other sensorial benefits, helping to stabilize category growth. The market is driven largely by male condom sales; however, with the recent change in OTC availability of emergency contraceptives, sales improved for the female contraceptive segment as well as boosting the entire OTC contraceptive market."

This report covers the following issues:

Pregnancy prevention is primary use for contraceptives
Majority of sexually active adults use contraception, though use declines with age
Male and female contraceptives continue to outgain personal lubricants


OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Figure 1: Top three reasons for using contraceptives, April 2015
Figure 2: Top three types of contraceptive used, by age, April 2015
Figure 3: Sales of OTC Contraceptives, by segment, 2010-14
The opportunities
Figure 4: Top three reasons for contraceptive use, by age, April 2015
Figure 5: Any interest in select condom enhancement features and any importance of select personal lubricant features, April 2015
Figure 6: Any interest in natural condom features and any importance of natural lubricant features, April 2015
What it means
THE MARKET
What you need to know
Category begins to stabilize
Emergency contraceptives driving growth of category
Category influenced by economic trends, pharmaceutical competition
Market size and forecast
Historic and projected sales performance of OTC contraceptives
Figure 7: Total US sales and fan chart forecast of OTC contraceptives, at current prices, 2010-20
Figure 8: Total US sales and forecast of OTC contraceptives, at current prices, 2010-20
Market breakdown
Female contraceptives gain, while personal lubricants struggle
Figure 9: Sales of OTC contraceptives, by segment, 2010-15 (est)
Market factors
Birth rates declined for women under age 30
Figure 10: Birth rates, by specified age of mother, 1990-2013
Figure 11: Reasons for Contraception use, females by age, April 2015
Legislation and Affordable Care Act influences contraception usage
Motivations for using contraceptives changes with age
Figure 12: Select contraceptive usage, by age, April 2015
Figure 13: Sexual activity, by age, April 2015
KEY PLAYERS
What you need to know
MULO contraceptive sales are up 4.7% in 52-week period
Products that focus on increasing sensitivity seeing success
Health conscious consumers influence contraceptives
Manufacturer sales of contraceptives and personal lubricant products
Amid category gains, leading brands struggle to grow
Figure 14: MULO sales of male contraceptives, female contraceptives, and personal lubricants, rolling 52 weeks 2014 and 2015
What’s working?
Less is more for condom users
Technology and retailing drive emergency contraception growth
Figure 15: MULO sales of select female contraceptives, by leading companies and brands, rolling 52 weeks 2014 and 2015
Figure 16: Display of Female Contraceptives Plan B and Take Action
Engaging consumers through marketing campaigns
Figure 17: Durex #Connected Campaign, March 2015
Figure 18: Trojan Fifty Shades of Pleasure ad, February 2015
Figure 19: Durex extra sensitive ultra-thin condoms and Trojan double ecstasy condoms
What’s struggling?
Synthetic and artificial additives don’t align with interests
Figure 20: Mulo sales of select male contraceptives, rolling 52 weeks ending Mar. 22, 2015
Female condom least appealing contraceptive to women
Figure 21: Female contraceptive use, by women, April 2015
What’s next?
Natural and safe
Figure 22: Good clean love- restore moisturizing personal lubricant
Figure 23: Any interest in natural condom features and any importance of natural lubricant features, April 2015
Creative textures and designs offer a new feel
Figure 24: Not Just Condoms-Dotted condoms, Durex Play Intimate Lube, Durex Love-box condoms
THE CONSUMER
What you need to know
Pregnancy prevention is the most cited reason for using contraceptives
Women prioritize products that are free from harmful ingredients
Brands focused on improving the experience stand to gain
Use of and reasons for using contraceptives
Accessibility makes condoms most used form of contraception
Figure 25: Top three contraceptive types used, by gender, April 2015
Figure 26: Typical demographic of male contraceptive user, April 2015
Prescription birth control user
Figure 27: Typical demographic of prescription birth control user, April 2015
Pregnancy prevention continues as primary reason for use
Figure 28: Top 3 Reasons for contraceptive use, by gender, April 2015
Interest in condom innovations
Men motivated by features that enhance sexual experience
Figure 29: Any interest in condom innovations, by gender, April 2015
Focus on males aged 18-34 for cause marketing
Figure 30: Any interest in select condom attributes, by gender and age, April 2015
Women more health focused, interested in package design
Figure 31: L. condoms
Figure 32: Lovability condoms
Perception of brand attributes
Perceived attributes indistinguishable among brands
Figure 33: Attributes associated with condom brands, April 2015
Use of and reasons for using personal lubricants
Personal lubricant user
Figure 34: Typical demographic of personal lubricant user, April 2015
Figure 35: Use of personal lubricants and any importance of product characteristics, by gender, April 2015
APPENDIX
Data sources and abbreviations
Data sources
Fan chart forecast
The market
Figure 36: Total US sales and forecast of OTC contraceptives, at inflation-adjusted prices, 2010-20
Figure 37: Total US retail sales of OTC contraceptives, by channel, at current prices, 2010-15
Figure 38: Total US retail sales of OTC contraceptives, by channel, at current prices, 2013 and 2015
Key players
Figure 39: MULO sales of male contraceptives, by leading companies and brands, rolling 52 weeks 2014 and 2015
Figure 40: MULO sales of female contraceptives, by leading companies and brands, rolling 52 weeks 2014 and 2015
Figure 41: MULO sales of personal lubricants, by leading companies and brands, rolling 52 weeks 2014 and 2015
RESEARCH METHODOLOGY
US Research Methodology
Consumer research
Social Media Research
Trade research
Statistical Forecasting

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