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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- The market
- Market continues to grow after 2009 surge
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- Figure 1: Total U.S. retail sales and fan chart forecast of contraceptives, at current prices, 2007-17
- Condoms continue to dominate the category
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- Figure 2: Sales of contraceptives, segmented by type, 2011
- Market factors
- Half use contraceptives, condoms a popular method
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- Figure 3: Contraception preferences, March-April 2012
- Growth of young adult and multicultural segments will contribute to demand
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- Figure 4: Share of population, by age, 2011
- Companies, brands, and innovations
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- Figure 5: FDMx sales of contraceptives, by leading companies, 2012
- Drug, online, and mass channels account for most sales
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- Figure 6: Sales of contraceptives, by channel, 2009 and 2011
- The consumer
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- Figure 7: Reason for using contraceptives, March-April 2012
- Most prefer lubricated condoms and many are brand loyal
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- Figure 8: Condom preferences, March-April 2012
- Many have an interest in unique and uncommon products
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- Figure 9: Interest in innovative products, March-April 2012
- What we think
Issues in the Market
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- What types of products are driving growth for leading companies?
- How is innovation impacting sales?
- Is private label undermining the ability of national brands to command premiums?
- How can retailers and manufacturers maximize growth potential?
Insights and Opportunities
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- Drive growth with customer education
- “Tailor fit” male condoms could help brands maximize growth
- Consider developing the female condom category
Inspire Insights
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- Trend: Premiumization and Indulgence
- Trend: Secret Secret
Market Size and Forecast
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- Key points
- Growth decelerates as economy improves and female category matures
- Nesting trend and innovation are key drivers
- Demographic shifts will drive long-term growth
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- Figure 10: Total U.S. retail sales and forecast of contraceptives, at current prices, 2007-17
- Figure 11: Total U.S. retail sales and forecast of contraceptives, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 12: Total U.S. retail sales and fan chart forecast of contraceptives, at current prices, 2007-17
- Walmart sales
Market Drivers
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- Key points
- Many postponing childbearing until economy improves
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- Figure 13: Fertility rate and number of births, 1998-2008
- Growth of 18-34 segment will drive long-term demand
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- Figure 14: Condom usage by gender and age, October 2010-November 2011
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- Figure 15: U.S. population, by age, 2006-16
- Rapid growth of multicultural segments will drive demand
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- Figure 16: Population by race and Hispanic origin, 2006-16
- Pricing a key consideration when targeting multicultural adults
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- Figure 17: Median household income by race and Hispanic origin of householder, 2010
- Languishing recovery contributing to demand
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- Figure 18: University of Michigan Consumer Sentiment, 2007-12
- Figure 19: Consumer confidence, 2007-12
- Number of STDs reported annually on the decline, but still concerning
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- Figure 20: Cases of STDs reported by state health departments and rates per 100,000 in the U.S., 2004-09
- Some Southern states have a high concentration of STDs
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- Figure 21: States with highest rates of reported STDs, 2009
Competitive Context
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- Half report using no contraception
- Surgical procedures and “the pill” primary competitors
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- Figure 22: Contraception preferences, March-April 2012
Segment Performance
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- Male contraceptive sales decline as emergency contraceptive sales continue to grow
- Sales of contraceptives, by segment
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- Figure 23: Sales of contraceptives, segmented by type, 2010-12
Segment Performance—Male Contraceptives
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- Key points
- Growth expected to decelerate as economy improves
- Sales and forecast of male contraceptives
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- Figure 24: Sales and forecast of male contraceptives, at current prices, 2007-17
Segment Performance—Female Contraceptives
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- Key points
- Female contraceptive sales show impressive gains
- Sales and forecast of female contraceptives
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- Figure 25: Sales and forecast of female contraceptives, at current prices, 2007-17
Retail Channels
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- Drug and mass are the key channels
- Sales of contraceptives, by retail channel
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- Figure 26: Sales of Contraceptives, by channel, 2010 and 2012
Retail Channels—Drug Stores
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- Key points
- Drug store sales play a key role in driving category growth
- Drug store sales of contraceptives
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- Figure 27: Drug store sales of contraceptives, at current prices, 2007-12
Retail Channels—Convenience Stores
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- Key points
- C-stores capture minimal share with limited selection
- Convenience store sales of contraceptives
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- Figure 28: Convenience stores sales of contraceptives, at current prices, 2007-12
Retail Channels—Supermarkets
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- Key points
- Supermarkets continue to lag behind dominant channels
- Supermarket sales of contraceptives
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- Figure 29: Supermarket sales of contraceptives, at current prices, 2007-12
Retail Channels—Other
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- Key points
- “Other” channels post growth with supercenters and private label
- Other retail channel sales of contraceptives
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- Figure 30: Sales of contraceptives in “other” channels, at current prices, 2007-12
Leading Companies
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- Key points
- Private Church & Dwight continues to dominate with Trojan brand
- Manufacturer sales of contraceptives
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- Figure 31: Select FDMx manufacturer sales of contraceptives in the U.S., 2011 and 2012
Brand Share—Male Contraceptives
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- Key points
- Value-added varieties driving sales growth
- Manufacturer sales of male contraceptives
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- Figure 32: Select FDMx brand sales and market share of male contraceptives in the U.S., 2011 and 2012
Brand Share—Female Contraceptives
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- Key points
- Sales growth of “morning after” pill decelerates as category matures
- Manufacturer sales of female contraceptives
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- Figure 33: Select FDMx brand sales and market share of female contraceptives in the U.S., 2011 and 2012
Innovations and Innovators
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- Key points
- Extra thin condoms could help drive category growth
- Growth opportunities—sexual enhancement products
- Sexual enhancement products a rapidly growing category
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- Figure 34: Select FDMx brand sales and market share of sexual enhancement products in the U.S., 2011 and 2012
- Warnings about suspect supplements could drive product sales
Marketing Strategies
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- Overview of the brand landscape
- Trojan
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- Figure 35: Brand analysis of Trojan Condoms, 2012
- Television advertising
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- Figure 36: Trojan television ad, 2012
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- Figure 37: Trojan television ad, 2011
- Online
- Product Lineup tool could be helping to drive growth
- Trojan markets its vibrations line with tips for sexual exploration
- LifeStyles
- LifeStyles markets a:muse in partnership with Dr. Oz
Contraception Preferences
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- Key points
- Half are using contraceptives
- Condom use especially high among 18-34s
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- Figure 38: Contraception preferences, by age, March-April 2012
- Men more likely to report relying on condoms “most often”
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- Figure 39: Contraception preferences, by gender, March-April 2012
Reason for Using Contraceptives
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- Key points
- Most use primarily to prevent pregnancy
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- Figure 40: Reason for using contraceptives, by gender, March-April 2012
- More than four in 10 aged 55+ use to avoid STDs
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- Figure 41: Reason for using contraceptives, by age, March-April 2012
- Those with low household incomes most likely to use to prevent STDs
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- Figure 42: Reason for using contraceptives, by household income, March-April 2012
- More than half of singles use to prevent STDs
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- Figure 43: Reason for using contraceptives, by marital and relationship status, March-April 2012
Attitudes toward Contraceptives
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- Key points
- Nearly three in 10 are interested in more discreet packaging
- Many have neutral contraceptive attitudes
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- Figure 44: Attitudes toward contraceptives, March-April 2012
- Nearly four in 10 women worry about side effects of the pill or implants
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- Figure 45: Attitudes toward contraceptives, by gender, March-April 2012
- Young adults more likely to have salient attitudes
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- Figure 46: Attitudes toward contraceptives, by age, March-April 2012
- Singles show high interest in discreet packaging
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- Figure 47: Attitudes toward contraceptives, by marital and relationship status, March-April 2012
Condom Usage and Trends
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- Key points
- Condom usage and preferences remain steady
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- Figure 48: Condom usage, January 2006-December 2011
- Most prefer latex
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- Figure 49: Types of condoms used, January 2006-December 2011
- Trojan Magnum gains share as LifeStyles shows decline
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- Figure 50: Brands of condoms used, January 2006-December 2011
- Young adults more likely to use condoms and prefer latex
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- Figure 51: Condom usage, by age, October 2010-November 2011
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- Figure 52: Types of condoms used, by age, October 2010-November 2011
- Trojan particularly popular with young adults
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- Figure 53: Brands of condoms used, by age, October 2010-November 2011
Condom Preferences
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- Key points
- Most users prefer lubricated varieties
- Men more likely to have purchased recently and remain brand loyal
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- Figure 54: Condom preferences, by gender, March-April 2012
- Young adults much more likely to be brand loyal
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- Figure 55: Condom preferences, by age, March-April 2012
Condom Attitudes
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- Key points
- Most users have some concern about breakage
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- Figure 56: Condom attitudes, March-April 2012
- Women more likely to have concerns about pregnancy and STD prevention
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- Figure 57: Condom attitudes, by gender, March-April 2012
- 18-24s most likely to have concerns about efficacy and price
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- Figure 58: Condom attitudes, by age, March-April 2012
STD Attitudes
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- Key points
- Men somewhat more likely to be worried about STDs
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- Figure 59: STD attitudes, by gender, March-April 2012
- Young adults more likely to be concerned and avoid unprotected sex
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- Figure 60: STD attitudes, by age, March-April 2012
Product Interest
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- Key points
- Most report interest in “pleasure-enhancing” lubricants
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- Figure 61: Interest in innovative products, March-April 2012
- Men are more likely to have interest in innovative products
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- Figure 62: Interest in innovative products, by gender, March-April 2012
- 18-34s show high interest in innovative products
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- Figure 63: Interest in innovative products, by age, March-April 2012
- Low- and middle-income users show above-average interest in innovation
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- Figure 64: Interest in innovative products, by household income, March-April 2012
Interest in “Morning After” Pill
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- Key point
- Nearly one third of female contraceptive users have or would try
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- Figure 65: Interest in innovative products, by age, March-April 2012
Reasons for Not Using Contraception
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- Key points
- Women more likely to report not being sexually active as reason
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- Figure 66: Reasons for not using contraceptives, by gender, March-April 2012
- Most young adult nonusers are not sexually active
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- Figure 67: Reasons for not using contraceptives, by age, March-April 2012
Race and Hispanic Origin
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- Key points
- Condom use particularly high among African Americans
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- Figure 68: Condom usage, by race/Hispanic origin, October 2010-November 2011
- Blacks more likely to be concerned about STDs
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- Figure 69: Reason for using contraceptives, by race/Hispanic origin, March-April 2012
- Nearly one in three Hispanics younger than 35 are condom users
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- Figure 70: Condom usage, by Hispanic origin and age, October 2010-November 2011
- Asians and Hispanics report high interest in discreet packaging
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- Figure 71: Attitudes toward contraceptives, by race/Hispanic origin, March-April 2012
- Most blacks prefer lubricated and many are interested in experimenting
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- Figure 72: Condom preferences, by race/Hispanic origin, March-April 2012
Custom Consumer Groups
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- Young men a key segment for condom marketers
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- Figure 73: Condom usage, by gender and age, October 2010-November 2011
- Young men more likely than others to have STD concerns
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- Figure 74: Reason for using contraceptives, by gender and age, March-April 2012
- Young men show high interest in discreet packaging
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- Figure 75: Attitudes toward contraceptives, by gender and age, March-April 2012
- Most young men have interest in lubricants and value-added condoms
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- Figure 76: Interest in innovative products, by gender and age, March-April 2012
Appendix—Other Useful Consumer Tables
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- Figure 77: Contraception preferences, by household income, March-April 2012
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- Figure 78: Condom preferences, by education, March-April 2012
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- Figure 79: Condom attitudes, by household income, March-April 2012
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- Figure 80: STD attitudes, by marital and relationship status, March-April 2012
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- Figure 81: Interest in innovative products, by marital and relationship status, March-April 2012
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- Figure 82: Reasons for not using contraceptives, by race/Hispanic origin, March-April 2012
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- Figure 83: Reasons for not using contraceptives, by gender and age, March-April 2012
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- Figure 84: Reasons for not using contraceptives, by gender and household income, March-April 2012
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- Figure 85: STD attitudes, March-April 2012
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- Figure 86: STD attitudes, by race/Hispanic origin, October 2010-November 2011
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- Figure 87: Interest in innovative products, by race/Hispanic origin, March-April 2012
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- Figure 88: Interest in innovative products, by white and Hispanic origin, March-April 2012
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Appendix—Trade Associations
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