Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Contraceptives steadily grow sales
- Condoms far outsell all other segments
- Drug and c-stores lead the market
- A market driven by demographics and pregnancy and STD prevention
- Use driven by age, gender and race/Hispanic origin
- Pregnancy prevention is primary reason for use, STD prevention still carries weight
- Church & Dwight leads with Trojan; Teva Women’s Health follows with Plan B
- Product usage and reasons for use
- Female-specific contraceptive products
- Contraception preferences
- Spotlight on condoms
- Birth control pills
- Product trial and interest
- Non-users
- Race and Hispanic origin
Insights and Opportunities
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- Discreet packaging could lead to more sales to bashful buyers
- Increased focus on the “fun” in condoms
- Condom brands should spotlight the side effects of other methods to young adult consumers
Inspire Insights
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- Trend: Minimize Me
- What it’s about
- Minimization and contraceptives
- Trends: Learning Through Play and No Boundaries
- What it’s about
- Play, boundaries, and contraceptives
Market Size and Forecast
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- Key points
- Pregnancy prevention is the primary driver for contraceptive sales
- Demographics heavily impact sales
- Growing acceptance of sexual wellness helps drive sales of enhancement products
- Sales and forecast of market
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- Figure 1: FDMx and c-store retail sales and forecast of contraceptives, at current prices, 2004-14
- Figure 2: FDMx and c-store retail sales and forecast of contraceptives, at inflation-adjusted prices, 2004-14
Competitive Context
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- Rx products compete with OTC
- The pill
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- Figure 3: Yaz television ad, 2009
- The vaginal ring
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- Figure 4: NuvaRing television ad, 2009
- Intimacy health brands compete for consumers
Segment Performance
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- Key points
- Male contraceptives overwhelmingly lead the FDMx and c-store market
- Sales of contraceptives, by segment
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- Figure 5: FDMx and c-store sales of contraceptives, segmented by type, 2008 and 2009
Segment Performance—Male Contraceptives
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- Key points
- Male contraceptives grow steadily and healthily
- Sales and forecast of male contraceptives
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- Figure 6: FDMx and c-store sales and forecast of male contraceptives, at current prices, 2004-14
Segment Performance—Female Contraceptives
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- Key points
- Plan B responsible for sales gains in female contraceptives
- Sales and forecast of female contraceptives
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- Figure 7: FDMx sales and forecast of female contraceptives, at current prices, 2004-14
Segment Performance—Sexual Enhancement Products
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- Key points
- Sexual enhancement products go mainstream
- Sales and forecast of sexual enhancement products
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- Figure 8: FDMx sales and forecast of sexual enhancement products, at current prices, 2004-14
Retail Channels
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- Drug stores lead FDMx market, but c-stores outsell all channels through sales of condoms
- Sales of contraceptives, by channel
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- Figure 9: FDMx and c-store retail sales of contraceptives, by channel, 2008 and 2009
Retail Channels—Convenience Stores
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- Key point
- C-stores lead based on sales of condoms alone
- C-store sales of contraceptives
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- Figure 10: U.S. c-store sales of contraceptives, at current prices, 2004-09
Retail Channels—Drug Stores
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- Key points
- Pharmacies are a draw for contraceptive buyers
- Drug store sales of contraceptives
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- Figure 11: U.S. drug store sales of contraceptives, at current prices, 2004-09
Retail Channels—Other FDMx
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- Key points
- Other channels are hard pressed to match drug and c-store sales
- Other FDMx sales of contraceptives
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- Figure 12: U.S. other FDMx store sales of contraceptives, at current prices, 2004-09
Market Drivers
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- Those aged 18-44 will help grow the market most
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- Figure 13: Use of condoms, by age, November 2008-December 2009
- Figure 14: Population, by age, 2005-15
- Men use condoms more than women
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- Figure 15: Use of condoms, by gender and males by age, November 2008-December 2009
- Figure 16: Male population, by age, 2005-15
- Minorities use condoms more than whites
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- Figure 17: Use of condoms, by race/Hispanic origin and age, November 2008-December 2009
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- Figure 18: Population, by race and Hispanic origin, 2005-15
- Preventing pregnancy is the main reason for use
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- Figure 19: Reasons for using contraceptives, by gender, March 2010
- STD prevention is still important
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- Figure 20: Rate of STDs in the U.S., 2003-08
Leading Companies
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- Key points
- Church & Dwight lead with Trojan, emergency contraceptives drive sales for Teva Women’s Health and Watson
- Manufacturer sales of contraceptives
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- Figure 21: Select FDMx manufacturer sales of contraceptives in the U.S., 2009-10
Brand Share—Male Contraceptives
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- Trojan Magnum Ecstasy keeps C&D in the black
- Durex slips as Ansell capitalizes with its newest product: LifeStyles Skyn
- Manufacturer and brand sales of male contraceptives
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- Figure 22: Select FDMx brand sales and market share of male contraceptives in the U.S., 2009-10
Brand Share—Female Contraceptives
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- Teva Women’s Health and Watson clean up with emergency contraceptives
- Manufacturer and brand sales of female contraceptives
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- Figure 23: Select FDMx brand sales and market share of female contraceptives in the U.S., 2009-10
Brand Share—Sexual Enhancement Products
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- The major condom brands lead the enhancements segment
- Manufacturer and brand sales of sexual enhancement products
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- Figure 24: Select FDMx brand sales and market share of sexual enhancement products in the U.S., 2009-10
Innovation and Innovators
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- Enhancement supplements heat up the market
- Playful products
- Enhanced condoms signify the emphasis on pleasure
Brands and the Advertising Landscape
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- Overview of the brand landscape
- Trojan
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- Figure 25: Brand analysis of Trojan, 2010
- Trojan online
- Trojan TV commercials
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- Figure 26: Trojan Fire & Ice television ad, 2010
- Figure 27: Trojan Ecstasy television ad, 2010
- Plan B
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- Figure 28: Brand analysis of Plan B One-Step, 2010
- Plan B online
Overall Contraceptive Usage
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- Key points
- Usage highest among women and those aged 25-34
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- Figure 29: Summary of current use of any form of contraceptive, by gender and age, March 2010
- Most use contraceptives to prevent pregnancy; less than half to avoid STDs
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- Figure 30: Reasons for using contraceptives, by gender and age, March 2010
Usage by Product Type
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- Key points
- Condoms
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- Figure 31: Usage of condoms, by gender and age, March 2010
- Vasectomy/tubal ligation/sterilization
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- Figure 32: Usage of vasectomy/tubal ligation/sterilization, by gender and age, March 2010
- Natural (rhythm method)
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- Figure 33: Usage of rhythm method, by gender and age, March 2010
- Spermicide
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- Figure 34: Usage of spermicide, by gender and age, March 2010
Female Only Contraceptive Products
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- Key points
- Birth control pill/oral contraceptives
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- Figure 35: Usage of birth control pill/oral contraceptives, by age, March 2010
- Intrauterine device (IUD)
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- Figure 36: Usage of IUD, by age, March 2010
- Birth control injection/shot
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- Figure 37: Usage of birth control injection/shot, by age, March 2010
- Vaginal ring
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- Figure 38: Usage of vaginal ring, by age, March 2010
- Birth control implant
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- Figure 39: Usage of birth control implant, by age, March 2010
- Female condom
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- Figure 40: Usage of female condom, by age, March 2010
- Sponge
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- Figure 41: Usage of the sponge, by age, March 2010
- Diaphragm
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- Figure 42: Usage of diaphragm, by age, March 2010
- The patch
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- Figure 43: Usage of the patch, by age, March 2010
Contraception Preferences
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- Key points
- Nearly half do not use contraceptives for oral sex
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- Figure 44: Attitudes towards contraceptives, by gender and age, March 2010
Spotlight on Condoms
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- Key points
- A majority do not use condoms; men, those aged 18-34 most likely to use
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- Figure 45: Use of condoms, by gender and age, November 2008-December 2009
- Condom brands used
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- Figure 46: Brands of condoms used, by gender and age, November 2008-December 2009
- Concerns
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- Figure 47: Concerns about condoms, by gender and age, March 2010
- Acquisition and brand selection
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- Figure 48: Acquisition of condoms, by gender and age, March 2010
- Usage and preferences
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- Figure 49: Usage and preferences of condoms, by gender and age, March 2010
Birth Control Pills
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- Key points
- Attitudes and usage
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- Figure 50: Attitudes towards and usage of birth control pills, March 2010
- Concerns
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- Figure 51: Concerns about birth control pills, by age, March 2010
- The pill and insurance
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- Figure 52: Insurance coverage of birth control pills, March 2010
Product Trial and Interest
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- Key points
- Extra-thin condoms, lubricant are of most use/interest
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- Figure 53: Usage of various types of condoms and sexual enhancement products, March 2010
- Extra-thin condoms
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- Figure 54: Usage of extra-thin condoms, by gender and age, March 2010
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- Figure 55: Usage of extra-thin condoms, by household income, March 2010
- Warming lubricant
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- Figure 56: Usage of warming lubricant, by gender and age, March 2010
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- Figure 57: Usage of warming lubricant, by household income, March 2010
- Condoms with warming lubricant
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- Figure 58: Usage of condoms with warming lubricant, by gender and age, March 2010
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- Figure 59: Usage of condoms with warming lubricant, by household income, March 2010
- Vibrating condoms
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- Figure 60: Usage of vibrating condoms, by gender and age, March 2010
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- Figure 61: Usage of vibrating condoms, by household income, March 2010
- Enhancement gel or lubricant
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- Figure 62: Usage of enhancement gel or lubricant, by gender and age, March 2010
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- Figure 63: Usage of enhancement gel or lubricant, by household income, March 2010
- Flavored condoms
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- Figure 64: Usage of flavored condoms, by gender and age, March 2010
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- Figure 65: Usage of flavored condoms, by household income, March 2010
- Climax-delaying condoms or lubricant
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- Figure 66: Usage of climax-delaying condoms or lubricant, by gender and age, March 2010
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- Figure 67: Usage of climax-delaying condoms or lubricant, by household income, March 2010
- Plan B (“the morning after pill”)
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- Figure 68: Usage of Plan B (“the morning after pill”), by age, March 2010
Non-Users
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- Key points
- Nearly one in six are not using any birth control
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- Figure 69: Summary of non-use of any form of contraceptive, by gender and age, March 2010
- Reasons for not using birth control
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- Figure 70: Reasons for not using contraceptives, by gender and age, March 2010
Race and Hispanic Origin
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- Usage highest among Hispanics
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- Figure 71: Summary of current use of any form of contraceptive, and reasons for using, by race/Hispanic origin, March 2010
- Hispanics most likely to use each of various contraceptive products
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- Figure 72: Current usage of various types of contraceptive, by race/Hispanic origin, March 2010
- Attitudes towards contraceptives
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- Figure 73: Attitudes towards contraceptives, by race/Hispanic origin, March 2010
- Ethnic concerns about condoms
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- Figure 74: Concerns about condoms, by race/Hispanic origin, March 2010
- Condom acquisition/brand selection and preferences
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- Figure 75: Acquisition of condoms, by race/Hispanic origin, March 2010
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- Figure 76: Usage and preferences of condoms, by race/Hispanic origin, March 2010
- Hispanics are the most interested in various sexual enhancement products
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- Figure 77: Usage of extra-thin condoms, by race/Hispanic origin, March 2010
Cluster Analysis
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- Experimenters
- Who they are
- Opportunity
- Pleasure Seekers
- Who they are
- Opportunity
- Disinterested
- Who they are
- Opportunity
- Cluster characteristics
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- Figure 78: Contraceptive clusters, March 2010
- Figure 79: Attitudes towards contraceptives, by contraceptive clusters, March 2010
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- Figure 80: Condom concerns, acquisition and usage preferences, by contraceptive clusters, March 2010
- Figure 81: Usage of various types of condoms and sexual enhancement products, by contraceptive clusters, March 2010
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- Figure 82: Usage of rhythm method, by contraceptive clusters, March 2010
- Cluster demographics
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- Figure 83: Contraceptive clusters, by gender, March 2010
- Figure 84: Contraceptive clusters, by age, March 2010
- Figure 85: Contraceptive clusters, by household income, March 2010
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- Figure 86: Contraceptive clusters, by race/Hispanic origin, March 2010
- Cluster methodology
Custom Consumer Groups
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- Key points
- Single consumers most likely to be concerned about pregnancy and STDs
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- Figure 87: Reasons for using contraceptives, by marital status, March 2010
- Singles and those in relationships represent high priority for marketers of the pill and condoms
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- Figure 88: Usage of various contraceptive methods, by marital status, March 2010
- Singles and those living with a partner most interested in sexual enhancement products
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- Figure 89: Usage of various types of condoms and sexual enhancement products, by marital status, March 2010
Appendix: Other Useful Consumer Tables
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- Usage
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- Figure 90: Usage of contraceptives, by household income, March 2010
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- Figure 91: Usage of female-specific contraceptives, by household income, March 2010
- Spotlight on condoms
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- Figure 92: Types of condoms used, by gender and age, November 2008-December 2009
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- Figure 93: Condom concerns, acquisition and usage preferences, by household income, March 2010
Appendix: Trade Associations
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