Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Executive Summary
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- Overview
- The market
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- Figure 1: Total US sales and fan chart forecast of OTC contraceptives, at current prices, 2009-19
- Market segmentation
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- 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
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- Figure 3: Contraceptive product usage, by gender and age, April 2014
- Opportunities for discreet shopping
- Interest in product innovations
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- Figure 4: Usage of and interest in product innovations, April 2014
- Attitudes toward sexual health
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- Figure 5: Attitudes toward sexual health and pregnancy prevention, April 2014
- What we think
Issues and Insights
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- 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
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- Trend: FSTR HYPR
- Trend: Without a Care
- Mintel Futures: Generation Next
Market Size and Forecast
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- Key points
- Sales and forecast of OTC contraceptives
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- 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
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- Figure 8: Total US sales and fan chart forecast of contraceptives and personal lubricants, at current prices, 2009-19
- Forecast methodology
Market Drivers
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- Key points
- ACA, government legislation have polarizing implications
- Rising incidence of STDs/STIs driving market
- Sexually active aging population, grey divorce as positive indicators
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- Figure 9: US population estimates by age, 2009-19
- Pregnancy prevention, economic factors impact demand for contraceptives
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- Figure 10: Total number of births in the US, fertility rate, 2002-12
- Black, Hispanic consumers over index usage of contraceptives
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- Figure 11: Total US population by race and Hispanic origin, 2009-19
Competitive Context
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- Key points
- Prescription birth control
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- Figure 12: Contraceptive product usage, April 2014
- Free contraceptives
Segment Performance
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- Key points
- Sales shift from male to female contraceptives
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- 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
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- Figure 14: Total US retail sales and forecast of male contraceptives, at current prices, 2009-19
- Plan B fuels sales of female contraceptives
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- 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
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- Figure 16: Total US retail sales and forecast of personal lubricants, at current prices, 2009-19
Retail Channels
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- Key points
- Government legislation increases drug store contraceptive sales
- Sales of contraceptives and personal lubricants, by channel
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- 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
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- Figure 18: Locations purchase contraceptives, April 2014
Leading Companies
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- 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
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- Figure 19: MULO sales of contraceptives at retail, by leading companies, rolling 52-weeks 2013 and 2014
Brand Share – Male Contraceptives
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- Key points
- Church & Dwight continues to dominate male contraceptives segment
- Sales of other and private label growing
- Manufacturer sales of male contraceptives
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- Figure 20: MULO sales of male contraceptives at retail, by leading companies, rolling 52-weeks 2013 and 2014
- Trojan preferred condom among users
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- Figure 21: Brands of condoms used, October 2007-December 2013
Brand Share – Female Contraceptives
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- Key points
- Easier access to emergency contraception fuels sales of female contraceptives
- Manufacturer sales of female contraceptives
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- Figure 22: MULO sales of female contraceptives at retail, by leading companies, rolling 52-weeks 2013 and 2014
Brand Share – Personal Lubricants
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- Key points
- Newcomers boost sales of personal lubricants
- Preference for name brands boosts market
- Manufacturer sales of personal lubricants
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- 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
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- Figure 24: Brands of personal lubricant used, by age and gender, November 2012-December 2013
Innovations and Innovators
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- New product launches of private label brands increasing
- Water-based personal lubricants dominating new launches
- Condoms to enhance pleasure
- Other internal developments
Marketing Strategies
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- Overview of the brand landscape
- Aligning with pop culture
- Switching off and connecting
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- Figure 25: Durex, “Turn off to turn on,” 2014
- Don’t fake it
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- Figure 26: Durex, “Don’t Fake it,” 2014
- Encouraging men to be their best
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- Figure 27: L. condoms, “A call to good men,” 2014
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- Figure 28: Trojan, “Big Date,” 2014
- Pleasure enhancement for both parties
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- Figure 29: Trojan, “Covered,” 2014
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- Figure 30: Trojan lubricants print advertisement
- Figure 31: K-Y print advertisement
Social Media
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- Key points
- Market overview
- Key social media metrics
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- Figure 32: Key social media metrics, June 2014
- Brand usage and awareness
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- Figure 33: Brand usage and awareness for selected contraceptive brands, April 2014
- Interactions with contraceptive brands
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- Figure 34: Interactions with select contraceptive brands, April 2014
- Leading online campaigns
- Educating consumers
- AIDS awareness
- Technology
- What we think
- Online conversations
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- Figure 35: Online conversations around selected contraceptive brands, by week, June 23, 2013-June 22, 2014
- Where are people talking about contraceptive brands?
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- Figure 36: Online conversations around selected contraceptive brands, by page type, June 23, 2013-June 22, 2014
- What are people talking about?
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- Figure 37: Topics of online conversations around selected contraceptive brands, June 23, 2013-June 22, 2014
Product Usage
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- Key points
- Young, single men primary contraceptive users
- Opportunity to appeal to sexually active women
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- Figure 38: Contraceptive product usage, by gender, April 2014
- Contraceptive usage declines with age
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- Figure 39: Poster for “Up In Years” public service campaign
- Older consumers, women key opportunity for personal lubricants
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- Figure 40: Contraceptive product usage, by age, April 2014
- Contraceptive use lower among married couples
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- Figure 41: Contraceptive product usage, by marital status, April 2014
Reasons for Using Contraceptives
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- Key points
- Pregnancy prevention top reason to use contraception
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- Figure 42: Reasons for using contraceptives, by gender and marital status, April 2014
- Enhancing pleasure
- Secondary benefits appeal to women
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- Figure 43: Reasons for using contraceptives, by gender and age, April 2014
Usage of and Interest in Condom Innovations
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- Key points
- Variety is the spice of life
- Demand for easier to use condoms
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- Figure 44: Usage of and interest in condom innovations, April 2014
- Interest in added value, premium condoms
- Condoms on demand
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- 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
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- 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
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- Key points
- Innovation can lead to increased usage
- High interest for natural lubricants
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- 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
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- 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
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- 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
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- Key points
- High brand loyalty among condom users
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- Figure 51: Condom usage overlap, by condom brand usage, April 2014
- Men more concerned with pleasure
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- Figure 52: Condom frustrations, attitudes and behaviors toward contraceptives, by gender, April 2014
- Make selection process easier
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- Figure 53: Walgreens.com screenshot
- Figure 54: Condom frustrations, attitudes and behaviors toward contraceptives, by age, April 2014
Attitudes toward Sexual Health
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- Key points
- Importance of sexual health recognized, but not acted on
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- Figure 55: Attitudes toward sexual health and pregnancy prevention, April 2014
- Being prepared is everyone’s responsibility
- Younger adults embarrassed about sexual health
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- Figure 56: Agreement with attitudes toward sexual health and pregnancy prevention, by gender and age, April 2014
- Relationship status impacts attitudes
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- Figure 57: Agreement with attitudes toward sexual health and pregnancy prevention, by gender and marital status, April 2014
Race and Hispanic Origin
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- Key points
- Higher usage among non-Whites
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- Figure 58: Contraceptive product usage, by race/Hispanic origin, April 2014
- Blacks more likely to be invested in disease prevention
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- Figure 59: Reasons for using contraceptives, by race/Hispanic origin, April 2014
- Hispanics report high usage of/interest in condom innovation
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- Figure 60: Usage of and interest in condom innovations – Any interest, by race/Hispanic origin, April 2014
- Attitudes toward sexual health
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- Figure 61: Agreement with attitudes toward sexual health and pregnancy prevention, by race/Hispanic origin, April 2014
Appendix – Other Market Tables
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- Segment performance
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- Figure 62: Total US retail sales of contraceptives and personal lubricants, by segment, at current prices, 2012 and 2014
- Retail channels
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- Figure 63: Total US retail sales of contraceptives and personal lubricants, by channel, at current prices, 2012-14
Appendix – Other Useful Consumer Tables
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- Demographics
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- Figure 64: Respondent marital status, by age, April 2014
- Figure 65: Respondent age, by race/Hispanic origin, April 2014
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- Figure 66: Respondent marital status by race/Hispanic origin, April 2014
- Sexually active
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- Figure 67: Sexual activity status, by gender and age, April 2014
- Product usage
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- Figure 68: Contraceptive product usage, by gender and age, April 2014
- Reasons for using
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- Figure 69: Reasons for using contraceptives, by gender, April 2014
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- Figure 70: Reasons for using contraceptives, by age, April 2014
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- Figure 71: Reasons for using contraceptives, by household income, April 2014
- Purchase location
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- Figure 72: Locations purchase contraceptives, by age, April 2014
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- Figure 73: Locations purchase contraceptives, by race/Hispanic origin, April 2014
- Usage of and interest in personal lubricants
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- 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
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- Figure 75: Usage of and interest in condom innovations – Have tried, would consider using again, by gender and age, April 2014
- Contraceptive attitudes
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- Figure 76: Condom frustrations, attitudes and behaviors toward contraceptives, by gender and age, April 2014
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- Figure 77: Condom frustrations, attitudes and behaviors toward contraceptives, by race/Hispanic origin, April 2014
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- Figure 78: Condom frustrations, attitudes and behaviors toward contraceptives, by contraceptive product usage, April 2014
- Attitudes toward sexual health
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- Figure 79: Agreement with attitudes toward sexual health and pregnancy prevention, by gender, April 2014
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- Figure 80: Agreement with attitudes toward sexual health and pregnancy prevention, by age, April 2014
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- Figure 81: Attitudes toward sexual health and pregnancy prevention – Strongly agree, by sexually active status, April 2014
Appendix – Social Media
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- Brand usage or awareness
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- Figure 82: Brand usage or awareness, April 2014
- Figure 83: Trojan usage or awareness, by demographics, April 2014
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- Figure 84: Durex usage or awareness, by demographics, April 2014
- Figure 85: LifeStyles usage or awareness, by demographics, April 2014
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- Figure 86: Astroglide usage or awareness, by demographics, April 2014
- Figure 87: K-Y usage or awareness, by demographics, April 2014
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- Figure 88: Plan B One-Step usage or awareness, by demographics, April 2014
- Activities done
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- 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
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- 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
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- 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
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