Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Best-and worst-case forecast retail value sales of condoms, 2006-16
- Figure 2: Method of contraception used, May 2011
- Market factors
- Companies, brands and innovation
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- Figure 3: New product activity in sexual health market, by company, Jan 2008-June 2011
- The consumer
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- Figure 4: Attitudes towards using contraception, May 2011
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- Figure 5: Attitudes towards buying and carrying condoms, May 2011
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- Figure 6: Alternative locations for buying condoms, May 2011
- What we think
Issues in the Market
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- What are the trends in condom usage?
- Where do people buy condoms, and where else would they buy from?
- How much of a role does embarrassment play?
- How important are older age groups to the market
Future Opportunities
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- Trend: Guiding Choice
- Trend: Extend My Brand
Internal Market Environment
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- Key points
- Sex education inadequate in schools
- Unplanned pregnancy
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- Figure 7: Conceptions to women aged under 18 – annual numbers and rates, 2004-09
- STI rates – some sign of a turnaround?
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- Figure 8: New diagnoses of sexually transmitted infections in England and ratio of male to female*, 2008-10
- Condoms: availability and usage
- STIs are also increasing among the older age group of over 55s
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- Figure 9: Growth in number of selected STI diagnoses made at GUM clinics in England, all adults and over-45s, 2001-10
- Cutback in public spending
- Wider access to morning after pill
- Emergence of online sexual health clinics
- Changes to advertising guidelines for condoms
Broader Market Environment
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- Key points
- Not just an ageing population
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- Figure 10: Trends in the age structure of the UK population, by gender, 2006-16
- Established and new relationships
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- Figure 11: Marriage and divorce rates in England and Wales, 2006-09
- The durable institution
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- Figure 12: Population in England and Wales, by partnership status and age, 2007 and forecasts to 2031
- Structural shift upmarket
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- Figure 13: Forecast adult population trends, by socio-economic group, 2006-16
Competitive Context
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- Key points
- Trends in contraception methods
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- Figure 14: Trends in primary contraceptive methods (England), 2005-10
- The female experience
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- Figure 15: Trends in women’s use of contraceptives (England), 2005-10
- Oral contraception dominates
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- Figure 16: Contraceptive prescription items dispensed in the community (England), 2005-10
- Surgical options losing favour
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- Figure 17: Sterilisations and vasectomies (England), 2005-09
Who’s Innovating?
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- Key points
- Mobile phone kits to diagnose STDs
- More choice in an emergency
- Reduced NPD
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- Figure 18: New product activity in sexual health market, by company, Jan 2008-June 2011
- Discreet and cheap – and that’s not all
- Ethical considerations
- Targeting younger people
- Packaging
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Market Value and Forecast
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- Key points
- Sales of condoms flagging
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- Figure 19: UK retail value sales of condoms, 2006-16
- Emergency contraception
- The future
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- Figure 20: UK best- and worst-case forecast retail value sales of condoms, 2006-16
- Forecast methodology
Market Share
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- Key points
- Durex comfortably in the lead
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- Figure 21: Estimated manufacturer/brand shares in UK value sales of condoms, 2011
- Branding
Companies and Products
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- Ansell Consumer Healthcare
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- Figure 22: Key financial data for Ansell Consumer Healthcare Ltd, 2009-10
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- Figure 23: New product launches by Ansell Consumer Healthcare in the UK sexual health market, Jan 2009-May 2011
- Bayer Healthcare Pharmaceuticals
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- Figure 24: Key financial data for Bayer Plc, 2009-10
- Church & Dwight
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- Figure 25: Key financial data for Church & Dwight UK Ltd, 2008-09
- Creative Conceptions
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- Figure 18: New product launches by Creative Conceptions in the UK sexual health market, Jan 2009-May 2011
- Female Health Company
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- Figure 27: Key financial data for The Female Health Company, 2009-10
- Pasante Healthcare
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- Figure 28: New product launches by Pasante Healthcare in the UK sexual health market, Jan 2009-May 2011
- Reckitt Benckiser
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- Figure 29: Examples of new product launches by Durex in the UK sexual health market, Jan 2010-May 2011
- Sutherland Health Group Plc
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- Figure 30: Key financial data for Sutherland Health Group Plc, 2009-10
Brand Communication and Promotion
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- Key points
- Limited ad support
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- Figure 31: Monitored media adspend on sexual health products, 2006-10
- Figure 32: Monitored media adspend on sexual health products, % share by media type, 2007-10
- Consumer discomfort
- Another first
Channels to Market
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- Key points
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- Figure 33: UK retail distribution of condoms, by outlet type, 2010
- Pricing and other factors
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- Figure 34: Selected examples of current condom pricing*, July 2011
- Emergency contraception and CCCs
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- Figure 35: Occasions on which emergency contraceptives were dispensed at community contraception clinics, by type, 2005/06-2009/10
Consumer – Using and Buying Contraceptives and Protectives
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- Key points
- Condoms top the poll
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- Figure 36: Methods of contraception and protection used, May 2011
- Gender, age and sexuality
- And region
- Non-users
- Condom purchase down
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- Figure 37: Trends in purchasing of condoms in the last 12 months, 2006-10
Consumer – Attitudes Towards Contraception and Protection
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- Key points
- Responsibility
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- Figure 38: Attitudes towards contraception, May 2011
- Trust
- Well-informed youth
- Casual users
- Changes in attitudes
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- Figure 39: Attitudes towards contraception and protection, May 2008 and May 2011
Consumer – Attitudes towards Buying and Carrying Condoms
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- Key point
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- Figure 40: Attitudes towards buying and carrying condoms, May 2011
- Planning ahead
- Giving the wrong idea
- Discreet purchase
Consumer – Sources of Purchase
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- Key points
- Multiple sources
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- Figure 41: Outlets where condoms are purchased, May 2011
- User demographics
- Different outlets
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- Figure 42: Attitudes towards buying and carrying condoms, by selected outlets where condoms are purchased, May 2011
- Alternative sources
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- Figure 43: Where condoms would be purchased, May 2011
- Alternative brands of condoms
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- Figure 44: Brand of condoms people would buy, May 2011
Consumer Typologies
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- Key points
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- Figure 45: Marketing targets for condoms, May 2011
- Group 1 – Relaxed (12%)
- Who are they
- Marketing message
- Group 2 – Savvy Youth (10%)
- Who are they
- Marketing message
- Group 3 – Unengaged (16%)
- Who are they
- Marketing message
- Group 4 – Prepared (23%)
- Who are they
- Marketing message
- Group 5 – Reticent (40%)
- Who are they
- Marketing message
Appendix – Internal Market Environment
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- Figure 46: New diagnoses of sexually transmitted infections in England*, 2008-10
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Appendix – Methods of Contraception
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- Figure 47: Methods of contraception used, by demographics, May 2011
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Appendix – Condom Purchase
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- Figure 48: Purchasing of condoms in the last 12 months, by demographics, 2010
- Figure 49: Purchasing of condoms in the last 12 months, by demographics, 2010
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- Figure 50: Purchasing of condoms in the last 12 months, by demographics, 2010
- Figure 51: Trends in purchasing of condoms in the last 12 months, 2006-10
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- Figure 52: Trends in purchasing of condoms in the last 12 months, 2006-10
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Appendix – Attitudes Towards Contraception and Protection
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- Figure 53: Most popular attitudes towards contraception, by demographics, May 2011
- Figure 54: Next most popular attitudes towards contraception, by demographics, May 2011
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- Figure 55: Other attitudes towards contraception, by demographics, May 2011
- Figure 56: Attitudes towards condoms, May 2011
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- Figure 57: Agreement with the statements ‘I carry condoms even if I don’t have a regular partner/I’m not in a relationship, just in case’ and ‘I stock up with condoms if I see them on special offer’, by demographics, May 2011
- Figure 58: Agreement with the statements ‘I don’t like buying condoms from a supermarket because it’s embarrassing’ and ‘I don’t carry condoms because I think it can give the wrong impression’, by demographics, May 2011
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- Figure 59: Agreement with the statements ‘I would buy condoms on subscription, ie for a company to send me a certain number of condoms on a monthly basis’ and ‘I don’t carry condoms with me because the packaging isn’t discreet enough’, by demographics, May 2011
- Figure 60: Agreement with the statement ‘I buy condoms from a vending machine at its more discreet’, by demographics, May 2011
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Appendix – Sources of Purchase
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- Figure 61: Most popular outlets condoms are purchased from, by demographics, May 2011
- Figure 62: Next most popular outlets condoms are purchased from, by demographics, May 2011
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- Figure 63: Where condoms would be purchased, by demographics, May 2011
- Figure 64: Most popular brand of condoms people would buy, by demographics, May 2011
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- Figure 65: Next most popular brand of condoms people would buy, by demographics, May 2011
- Figure 66: Where condoms would be purchased, by outlets condoms are purchased from, May 2011
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- Figure 67: Where condoms would be purchased, by most popular brand of condoms people would buy, May 2011
- Figure 68: Where condoms would be purchased, by next most popular brand of condoms people would buy, May 2011
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Appendix – Consumer Typologies
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- Figure 69: Target groups, by demographics, May 2011
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- Figure 70: Attitudes towards contraception, by target groups, May 2011
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- Figure 71: Outlets condoms are purchased from, by target groups, May 2011
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- Figure 72: Attitudes towards condoms, by target groups, May 2011
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- Figure 73: Where condoms would be purchased, by target groups, May 2011
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