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
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- Figure 1: Total U.S. retail sales and fan chart forecast of contraceptives and personal lubricants, at current prices, 2008-18
- Market factors
- Younger adults are putting off having children
- More adults getting divorced
- Increasing incidence of STDs/STIs across the U.S.
- Government actions impact access to competitive products and Plan B
- Segment performance
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- Figure 2: Total U.S. retail sales of contraceptives and personal lubricants, by segment, at current prices, 2011 and 2013
- Market players
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- Figure 3: Share of MULO sales of contraceptives and personal lubricants, by leading companies, 2013
- The consumer
- Contraceptive usage highest amongst those aged 18-34 and decreases with age
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- Figure 4: Usage of contraceptives and personal lubricants, by age, April 2013
- Only 37% agree that it’s important to be personally responsible for contraception
- Condom users stick with the brands that they know
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- Figure 5: Condom usage, April 2013
- Lubrication and experience enhancement most popular condom benefits
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- Figure 6: Have used or would consider trying types of condom products, April 2013
- Personal lubricants used to enhance sexual experiences
- What we think
Issues and Insights
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- Contraceptive usage is strongly driven by relationship status
- The issues
- The implications
- Incidence of STDs/STIs growing but focus is still on pregnancy prevention
- The issues
- The implications
- Older adults need tailored messaging and products
- The issues
- The implications
Trend Applications
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- Trend: Sense of the Intense
- Trend: Open Diary
- Mintel Futures: Old Gold
Market Size and Forecast
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- Key points
- Flat to declining sales expected
- Sales and forecast of contraceptives and personal lubricants
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- Figure 7: Total U.S. retail sales and forecast of contraceptives and personal lubricants, at current prices, 2008-18
- Figure 8: Total U.S. retail sales and forecast of contraceptives and personal lubricants, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 9: Total U.S. retail sales and fan chart forecast of contraceptives and personal lubricants, at current prices, 2008-18
Market Drivers
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- Key points
- Younger adults are putting off children
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- Figure 10: Fertility rate and number of births, 2001-11
- More older consumers are getting divorced
- Increasing incidence of STD and STI cases
- Government legislation impacts access to competitive contraceptive forms as well as Plan B
- Growing ethnic populations may help market
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- Figure 11: Population, by race and Hispanic origin, 2008-18
- Free condoms becoming more accessible
Competitive Context
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- Female contraceptive options offer alternatives to condoms and emergency contraception
- Surgical procedures can remove consumers from the category
Segment Performance
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- Key points
- Male contraceptives lead the market
- Female contraceptives see significant drop in sales
- Personal lubricant sales declining
- Sales of OTC contraceptives, by segment
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- Figure 12: Total U.S. retail sales of contraceptives and personal lubricants, by segment, at current prices, 2011 and 2013
Segment Performance—Male Contraceptives
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- Key points
- Strong growth in the past few years, but now showing slight declines
- Format innovation could reinvigorate the segment
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- Figure 13: Origami male condom
- Sales of male contraceptives
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- Figure 14: Total U.S. retail sales of male contraceptives, at current prices, 2008-13
Segment Performance—Female Contraceptives
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- Key points
- Female contraceptives witness significant sales fluctuations
- Sales of female contraceptives
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- Figure 15: Total U.S. retail sales of female contraceptives, at current prices, 2008-13
Segment Performance—Personal Lubricants
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- Key points
- Personal lubricant sales flat over five-year period
- Sales of personal lubricants
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- Figure 16: Total U.S. retail sales of personal lubricants, at current prices, 2008-13
Retail Channels
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- Key points
- Most contraceptives purchased through drug stores or “other retail channels”
- Sales of contraceptives, by channel
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- Figure 17: Total U.S. retail sales of contraceptives and personal lubricants, by channel, at current prices, 2011-13
- Figure 18: Total U.S. retail sales of contraceptives and personal lubricants, by channel, at current prices, 2008-13
Leading Companies
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- Key points
- Church & Dwight Co. Inc. retains dominance
- MULO manufacturer sales of contraceptives and personal lubricants
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- Figure 19: MULO sales of contraceptives and personal lubricants, by leading companies, 2012 and 2013
Brand Share—Male Contraceptives
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- Key points
- Church & Dwight Co. Inc. dominates; Ansell and private label growing
- Ansell sees success with its LifeStyles brand
- Private label growing
- MULO sales of male contraceptives
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- Figure 20: MULO sales of male contraceptives, by leading companies, 2012 and 2013
Brand Share—Female Contraceptives
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- Key points
- Emergency contraception companies see significant sales declines
- MULO sales of female contraceptives
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- Figure 21: MULO sales of female contraceptives, by leading companies, 2012 and 2013
Brand Share—Personal Lubricants
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- Key points
- Most companies see declines but BioFilm is growing
- MULO sales of personal lubricants
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- Figure 22: MULO sales of personal lubricants, by leading companies, 2012 and 2013
Innovations and Innovators
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- Companies focus on personal lubricants
- Private label lubricants offer cheaper alternative
- Condoms continue to offer enhanced experiences
Marketing Strategies
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- Overview
- Theme: Enhancing pleasure
- Condoms
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- Figure 23: Trojan TV commercial, “Freeing Feeling,” April 2013
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- Figure 24: Durex Sweepstakes, June 2013
- Personal lubricants
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- Figure 25: Trojan TV Commercial, “A Night In,” April 2013
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- Figure 26: Durex TV Commercial, “Passion Play,” April 2013
- Figure 27: K-Y website, June 2013
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- Figure 28: K-Y iPhone app
- Theme: Backup method
- Pregnancy
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- Figure 29: Plan B One-Step magazine ad
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- Figure 30: Next Choice website, June 2013
- STDs/STIs
- Theme: His and Hers
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- Figure 31: K-Y TV commercial, “Romantic Gift,” January 2013
- Female condoms
Contraceptive and Personal Lubricant Usage
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- Key points
- Contraceptive use highest among those aged 18-34
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- Figure 32: Usage of contraceptives and personal lubricants, by gender and age, April 2013
- Contraceptive and lubricant use declines with age
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- Figure 33: Condom usage, by age, October 2011-November 2012
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- Figure 34: Usage of contraceptives and personal lubricants, by age, April 2013
- Types of contraceptives used driven by relationship status
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- Figure 35: Usage of contraceptives and personal lubricants, by relationship status, April 2013
Attitudes Toward Contraception
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- Key points
- Personal responsibility for contraception important
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- Figure 36: Attitudes toward contraception, by gender, April 2013
- Younger adults agree with preventive measures but still at risk
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- Figure 37: Attitudes toward contraception, by age, April 2013
- Attitudes shift once in committed relationship
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- Figure 38: Attitudes toward contraception, by relationship status, April 2013
Condom Usage Behaviors
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- Key points
- Latex condoms most commonly used
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- Figure 39: Types of condoms used, by gender, October 2011-November 2012
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- Figure 40: Types of condoms used, by age, October 2011-November 2012
- Adults stick with the condom brands that they know
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- Figure 41: Condom usage, by gender, April 2013
- Condom users aged 45+ not always using condoms with a new partner
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- Figure 42: Condom usage, by age, April 2013
Interest in Condom Products
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- Key points
- Lubrication and experience enhancement most popular
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- Figure 43: Interest in condom products, April 2013
- Men more likely to have used or be interested in value-added condoms
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- Figure 44: Have used or would consider trying types of condom products, by gender, April 2013
- Condom users aged 35-44 interested in enhancement
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- Figure 45: Have used or would consider trying types of condom products, by age, April 2013
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- Figure 46: Have not tried this, but would consider trying types of condom products, by age, April 2013
Attitudes Toward Personal Lubricants
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- Key points
- Personal lubricants are used to enhance sexual experiences
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- Figure 47: Personal lubricant usage, April 2013
- The woman’s experience is prioritized when using personal lubricants
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- Figure 48: Personal lubricant usage, by gender, April 2013
- Younger consumers feel that lubricants are messy
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- Figure 49: Personal lubricant usage, by age, April 2013
Condom and Lubricant Brand Usage
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- Key points
- Trojan, LifeStyles, and Durex most popular brands
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- Figure 50: Brands of condoms used, by gender, October 2011-November 2012
- Condom users of all ages prefer Trojan
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- Figure 51: Brands of condoms used, by age, October 2011-November 2012
- K-Y most popular lubricant brand
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- Figure 52: Brands of personal lubricant used, by gender, October 2011-November 2012
- Younger lubricant users most likely to report using other brands
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- Figure 53: Brands of personal lubricant used, by age, October 2011-November 2012
Race and Hispanic Origin
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- Key points
- Blacks, Hispanics, and Asians most likely to use condoms
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- Figure 54: Condom usage, by race/Hispanic origin, October 2011-November 2012
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- Figure 55: Relationship status, by race/Hispanic origin, April 2013
- Hispanics most likely to rely on female based birth control
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- Figure 56: Usage of contraceptives and personal lubricants, by race/Hispanic origin, April 2013
- Blacks most likely to report that partners should be tested for STDs/STIs
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- Figure 57: Attitudes toward contraception, by race/Hispanic origin, April 2013
- Hispanics and Asians least likely to use personal lubricants
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- Figure 58: Personal lubricant usage, by race/Hispanic origin, October 2011-November 2012
Appendix – Other Useful Consumer Tables
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- Contraception and personal lubricants usage
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- Figure 59: Usage of contraceptives and personal lubricants, by gender, April 2013
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- Figure 60: Usage of contraceptives and personal lubricants, by household income, April 2013
- Condom usage behavior
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- Figure 61: Condom usage, by race/Hispanic origin, April 2013
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- Figure 62: Types of condoms used, by race/Hispanic origin, October 2011-November 2012
- Interest in condom products
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- Figure 63: Have used or would consider trying types of condom products, by relationship status, April 2013
- Condom and lubricant brand usage
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- Figure 64: Brands of condoms used, by household income, October 2011-November 2012
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- Figure 65: Brands of condoms used, by race/Hispanic origin, October 2011-November 2012
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- Figure 66: Brands of condoms used, by marital status, October 2011-November 2012
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- Figure 67: Brands of personal lubricant used, by household income, October 2011-November 2012
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- Figure 68: Brands of personal lubricant used, by race/Hispanic origin, October 2011-November 2012
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- Figure 69: Brands of personal lubricant used, by marital status, October 2011-November 2012
Appendix – Trade Associations
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