OTC Contraceptives - US - July 2014

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
EXECUTIVE SUMMARY
Overview
The market
Figure 1: Total US sales and fan chart forecast of OTC contraceptives, at current prices, 2009-19
Market segmentation
Figure 2: Total US retail sales of contraceptives and personal lubricants, by segment, at current prices, 2009-14
What’s driving the market?
Contraceptives market impacted by health legislation
Women delaying pregnancy, having fewer children drives need
Aging population less likely to use contraception
Growth of non-White population segments
High rates of STDs/STIs
The consumer
Product usage
Figure 3: Contraceptive product usage, by gender and age, April 2014
Opportunities for discreet shopping
Interest in product innovations
Figure 4: Usage of and interest in product innovations, April 2014
Attitudes toward sexual health
Figure 5: Attitudes toward sexual health and pregnancy prevention, April 2014
What we think
ISSUES AND INSIGHTS
Most people stop using contraceptives in a monogamous relationship
The issues
The implications
Despite high rates of STDs/STIs, contraceptives are mainly used for pregnancy prevention
The issues
The implications
Free contraceptives are a competitive threat
The issues
The implications
TREND APPLICATIONS
Trend: FSTR HYPR
Trend: Without a Care
Mintel Futures: Generation Next
MARKET SIZE AND FORECAST
Key points
Sales and forecast of OTC contraceptives
Figure 6: Total US retail sales and forecast of contraceptives and personal lubricants, at current prices, 2009-19
Figure 7: Total US sales and forecast contraceptives and personal lubricants, at inflation-adjusted prices, 2009-19
Despite a prime market, sales of OTC contraceptives struggle
Figure 8: Total US sales and fan chart forecast of contraceptives and personal lubricants, at current prices, 2009-19
Forecast methodology
MARKET DRIVERS
Key points
ACA, government legislation have polarizing implications
Rising incidence of STDs/STIs driving market
Sexually active aging population, grey divorce as positive indicators
Figure 9: US population estimates by age, 2009-19
Pregnancy prevention, economic factors impact demand for contraceptives
Figure 10: Total number of births in the US, fertility rate, 2002-12
Black, Hispanic consumers over index usage of contraceptives
Figure 11: Total US population by race and Hispanic origin, 2009-19
COMPETITIVE CONTEXT
Key points
Prescription birth control
Figure 12: Contraceptive product usage, April 2014
Free contraceptives
SEGMENT PERFORMANCE
Key points
Sales shift from male to female contraceptives
Figure 13: Total US retail sales of contraceptives and personal lubricants, by segment, at current prices, 2012 and 2014
Sales of male contraceptives continue to lead, but struggle
Figure 14: Total US retail sales and forecast of male contraceptives, at current prices, 2009-19
Plan B fuels sales of female contraceptives
Figure 15: Total US retail sales and forecast of female contraceptives, at current prices, 2009-19
Personal lubricants can appeal to a wide range of users
Figure 16: Total US retail sales and forecast of personal lubricants, at current prices, 2009-19
RETAIL CHANNELS
Key points
Government legislation increases drug store contraceptive sales
Sales of contraceptives and personal lubricants, by channel
Figure 17: Total US retail sales of contraceptives and personal lubricants, by channel, at current prices, 2012-14
Male contraceptive users more likely to purchase online
Figure 18: Locations purchase contraceptives, April 2014
LEADING COMPANIES
Key points
Personal lubricants sales help Church & Dwight retain market leader position
OTC availability of emergency contraception drives market sales
Private label trending down
Manufacturer sales of OTC contraceptives
Figure 19: MULO sales of contraceptives at retail, by leading companies, rolling 52-weeks 2013 and 2014
BRAND SHARE – MALE CONTRACEPTIVES
Key points
Church & Dwight continues to dominate male contraceptives segment
Sales of other and private label growing
Manufacturer sales of male contraceptives
Figure 20: MULO sales of male contraceptives at retail, by leading companies, rolling 52-weeks 2013 and 2014
Trojan preferred condom among users
Figure 21: Brands of condoms used, October 2007-December 2013
BRAND SHARE – FEMALE CONTRACEPTIVES
Key points
Easier access to emergency contraception fuels sales of female contraceptives
Manufacturer sales of female contraceptives
Figure 22: MULO sales of female contraceptives at retail, by leading companies, rolling 52-weeks 2013 and 2014
BRAND SHARE – PERSONAL LUBRICANTS
Key points
Newcomers boost sales of personal lubricants
Preference for name brands boosts market
Manufacturer sales of personal lubricants
Figure 23: MULO sales of personal lubricants at retail, by leading companies, rolling 52-weeks 2013 and 2014
K-Y still most used brand while others gain ground
Figure 24: Brands of personal lubricant used, by age and gender, November 2012-December 2013
INNOVATIONS AND INNOVATORS
New product launches of private label brands increasing
Water-based personal lubricants dominating new launches
Condoms to enhance pleasure
Other internal developments
MARKETING STRATEGIES
Overview of the brand landscape
Aligning with pop culture
Switching off and connecting
Figure 25: Durex, “Turn off to turn on,” 2014
Don’t fake it
Figure 26: Durex, “Don’t Fake it,” 2014
Encouraging men to be their best
Figure 27: L. condoms, “A call to good men,” 2014
Figure 28: Trojan, “Big Date,” 2014
Pleasure enhancement for both parties
Figure 29: Trojan, “Covered,” 2014
Figure 30: Trojan lubricants print advertisement
Figure 31: K-Y print advertisement
SOCIAL MEDIA
Key points
Market overview
Key social media metrics
Figure 32: Key social media metrics, June 2014
Brand usage and awareness
Figure 33: Brand usage and awareness for selected contraceptive brands, April 2014
Interactions with contraceptive brands
Figure 34: Interactions with select contraceptive brands, April 2014
Leading online campaigns
Educating consumers
AIDS awareness
Technology
What we think
Online conversations
Figure 35: Online conversations around selected contraceptive brands, by week, June 23, 2013-June 22, 2014
Where are people talking about contraceptive brands?
Figure 36: Online conversations around selected contraceptive brands, by page type, June 23, 2013-June 22, 2014
What are people talking about?
Figure 37: Topics of online conversations around selected contraceptive brands, June 23, 2013-June 22, 2014
PRODUCT USAGE
Key points
Young, single men primary contraceptive users
Opportunity to appeal to sexually active women
Figure 38: Contraceptive product usage, by gender, April 2014
Contraceptive usage declines with age
Figure 39: Poster for “Up In Years” public service campaign
Older consumers, women key opportunity for personal lubricants
Figure 40: Contraceptive product usage, by age, April 2014
Contraceptive use lower among married couples
Figure 41: Contraceptive product usage, by marital status, April 2014
REASONS FOR USING CONTRACEPTIVES
Key points
Pregnancy prevention top reason to use contraception
Figure 42: Reasons for using contraceptives, by gender and marital status, April 2014
Enhancing pleasure
Secondary benefits appeal to women
Figure 43: Reasons for using contraceptives, by gender and age, April 2014
USAGE OF AND INTEREST IN CONDOM INNOVATIONS
Key points
Variety is the spice of life
Demand for easier to use condoms
Figure 44: Usage of and interest in condom innovations, April 2014
Interest in added value, premium condoms
Condoms on demand
Figure 45: Usage of and interest in condom innovations – Have not tried but would consider trying, by gender and age, April 2014
Nonmarried have higher interest in product attributes
Figure 46: Usage of and interest in condom innovations – Have not tried but would consider trying, by gender and marital status, April 2014
USAGE OF AND INTEREST IN PERSONAL LUBRICANT INNOVATIONS
Key points
Innovation can lead to increased usage
High interest for natural lubricants
Figure 47: Sliquid product image
Figure 48: Usage of and interest in personal lubricant innovations, April 2014
Older men interested in lubricants that enhance experience
Figure 49: Usage of and interest in personal lubricant innovations – Have not tried but would consider trying, by gender and age, April 2014
Younger, single women also seek specific lubricant attributes
Figure 50: Usage of and interest in personal lubricants innovations – Have not tried but would consider trying, by gender and marital status, April 2014
CONTRACEPTIVE ATTITUDES AND BEHAVIORS
Key points
High brand loyalty among condom users
Figure 51: Condom usage overlap, by condom brand usage, April 2014
Men more concerned with pleasure
Figure 52: Condom frustrations, attitudes and behaviors toward contraceptives, by gender, April 2014
Make selection process easier
Figure 53: Walgreens.com screenshot
Figure 54: Condom frustrations, attitudes and behaviors toward contraceptives, by age, April 2014
ATTITUDES TOWARD SEXUAL HEALTH
Key points
Importance of sexual health recognized, but not acted on
Figure 55: Attitudes toward sexual health and pregnancy prevention, April 2014
Being prepared is everyone’s responsibility
Younger adults embarrassed about sexual health
Figure 56: Agreement with attitudes toward sexual health and pregnancy prevention, by gender and age, April 2014
Relationship status impacts attitudes
Figure 57: Agreement with attitudes toward sexual health and pregnancy prevention, by gender and marital status, April 2014
RACE AND HISPANIC ORIGIN
Key points
Higher usage among non-Whites
Figure 58: Contraceptive product usage, by race/Hispanic origin, April 2014
Blacks more likely to be invested in disease prevention
Figure 59: Reasons for using contraceptives, by race/Hispanic origin, April 2014
Hispanics report high usage of/interest in condom innovation
Figure 60: Usage of and interest in condom innovations – Any interest, by race/Hispanic origin, April 2014
Attitudes toward sexual health
Figure 61: Agreement with attitudes toward sexual health and pregnancy prevention, by race/Hispanic origin, April 2014
APPENDIX – OTHER MARKET TABLES
Segment performance
Figure 62: Total US retail sales of contraceptives and personal lubricants, by segment, at current prices, 2012 and 2014
Retail channels
Figure 63: Total US retail sales of contraceptives and personal lubricants, by channel, at current prices, 2012-14
APPENDIX – OTHER USEFUL CONSUMER TABLES
Demographics
Figure 64: Respondent marital status, by age, April 2014
Figure 65: Respondent age, by race/Hispanic origin, April 2014
Figure 66: Respondent marital status by race/Hispanic origin, April 2014
Sexually active
Figure 67: Sexual activity status, by gender and age, April 2014
Product usage
Figure 68: Contraceptive product usage, by gender and age, April 2014
Reasons for using
Figure 69: Reasons for using contraceptives, by gender, April 2014
Figure 70: Reasons for using contraceptives, by age, April 2014
Figure 71: Reasons for using contraceptives, by household income, April 2014
Purchase location
Figure 72: Locations purchase contraceptives, by age, April 2014
Figure 73: Locations purchase contraceptives, by race/Hispanic origin, April 2014
Usage of and interest in personal lubricants
Figure 74: Usage of and interest in condom innovations – Have tried, would consider using again, by gender and age, April 2014
Usage of and interest in condoms
Figure 75: Usage of and interest in condom innovations – Have tried, would consider using again, by gender and age, April 2014
Contraceptive attitudes
Figure 76: Condom frustrations, attitudes and behaviors toward contraceptives, by gender and age, April 2014
Figure 77: Condom frustrations, attitudes and behaviors toward contraceptives, by race/Hispanic origin, April 2014
Figure 78: Condom frustrations, attitudes and behaviors toward contraceptives, by contraceptive product usage, April 2014
Attitudes toward sexual health
Figure 79: Agreement with attitudes toward sexual health and pregnancy prevention, by gender, April 2014
Figure 80: Agreement with attitudes toward sexual health and pregnancy prevention, by age, April 2014
Figure 81: Attitudes toward sexual health and pregnancy prevention – Strongly agree, by sexually active status, April 2014
APPENDIX – SOCIAL MEDIA
Brand usage or awareness
Figure 82: Brand usage or awareness, April 2014
Figure 83: Trojan usage or awareness, by demographics, April 2014
Figure 84: Durex usage or awareness, by demographics, April 2014
Figure 85: LifeStyles usage or awareness, by demographics, April 2014
Figure 86: Astroglide usage or awareness, by demographics, April 2014
Figure 87: K-Y usage or awareness, by demographics, April 2014
Figure 88: Plan B One-Step usage or awareness, by demographics, April 2014
Activities done
Figure 89: Activities done, April 2014
Figure 90: Trojan – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
Key social media metrics
Figure 91: Key social media metrics – Trojan, June 2014
Figure 92: Key social media metrics – Durex, June 2014
Figure 93: Key social media metrics – Astroglide, June 2014
Figure 94: Key social media metrics – Lifestyles, June 2014
Figure 95: Online conversations around selected contraceptive brands, by week, June 23, 2013-June 22, 2014
Figure 96: Online conversations around selected contraceptive brands, by page type, June 23, 2013-June 22, 2014
Figure 97: Topics of online conversations around selected contraceptive brands, June 23, 2013-June 22, 2014
APPENDIX – TRADE ASSOCIATIONS