Table of Contents
Executive Summary
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- The issues
- Pregnancy prevention is primary use for contraceptives
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- Figure 1: Top three reasons for using contraceptives, April 2015
- Majority of sexually active adults use contraception, though use declines with age
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- Figure 2: Top three types of contraceptive used, by age, April 2015
- Male and female contraceptives continue to outgain personal lubricants
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- Figure 3: Sales of OTC Contraceptives, by segment, 2010-14
- The opportunities
- Focus on engaging throughout life stages
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- Figure 4: Top three reasons for contraceptive use, by age, April 2015
- Beyond function, highlight intensifying features
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- Figure 5: Any interest in select condom enhancement features and any importance of select personal lubricant features, April 2015
- Appeal to the health conscious consumer
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- Figure 6: Any interest in natural condom features and any importance of natural lubricant features, April 2015
- What it means
The Market – What You Need to Know
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- Category begins to stabilize
- Emergency contraceptives driving growth of category
- Category influenced by economic trends, pharmaceutical competition
Market Size and Forecast
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- Historic and projected sales performance of OTC contraceptives
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- Figure 7: Total US sales and fan chart forecast of OTC contraceptives, at current prices, 2010-20
- Figure 8: Total US sales and forecast of OTC contraceptives, at current prices, 2010-20
Market Breakdown
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- Female contraceptives gain, while personal lubricants struggle
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- Figure 9: Sales of OTC contraceptives, by segment, 2010-15 (est)
Market Factors
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- Birth rates declined for women under age 30
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- Figure 10: Birth rates, by specified age of mother, 1990-2013
- Figure 11: Reasons for Contraception use, females by age, April 2015
- Legislation and Affordable Care Act influences contraception usage
- Motivations for using contraceptives changes with age
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- Figure 12: Select contraceptive usage, by age, April 2015
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- Figure 13: Sexual activity, by age, April 2015
Key Players – What You Need to Know
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- MULO contraceptive sales are up 4.7% in 52-week period
- Products that focus on increasing sensitivity seeing success
- Health conscious consumers influence contraceptives
Manufacturer Sales of Contraceptives and Personal Lubricant Products
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- Amid category gains, leading brands struggle to grow
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- Figure 14: MULO sales of male contraceptives, female contraceptives, and personal lubricants, rolling 52 weeks 2014 and 2015
What’s Working?
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- Less is more for condom users
- Technology and retailing drive emergency contraception growth
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- Figure 15: MULO sales of select female contraceptives, by leading companies and brands, rolling 52 weeks 2014 and 2015
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- Figure 16: Display of Female Contraceptives Plan B and Take Action
- Engaging consumers through marketing campaigns
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- Figure 17: Durex #Connected Campaign, March 2015
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- Figure 18: Trojan Fifty Shades of Pleasure ad, February 2015
- Figure 19: Durex extra sensitive ultra-thin condoms and Trojan double ecstasy condoms
What’s Struggling?
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- Synthetic and artificial additives don’t align with interests
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- Figure 20: Mulo sales of select male contraceptives, rolling 52 weeks ending Mar. 22, 2015
- Female condom least appealing contraceptive to women
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- Figure 21: Female contraceptive use, by women, April 2015
What’s Next?
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- Natural and safe
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- Figure 22: Good clean love- restore moisturizing personal lubricant
- Figure 23: Any interest in natural condom features and any importance of natural lubricant features, April 2015
- Creative textures and designs offer a new feel
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- Figure 24: Not Just Condoms-Dotted condoms, Durex Play Intimate Lube, Durex Love-box condoms
The Consumer – What You Need to Know
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- Pregnancy prevention is the most cited reason for using contraceptives
- Women prioritize products that are free from harmful ingredients
- Brands focused on improving the experience stand to gain
Use of and Reasons for Using Contraceptives
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- Accessibility makes condoms most used form of contraception
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- Figure 25: Top three contraceptive types used, by gender, April 2015
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- Figure 26: Typical demographic of male contraceptive user, April 2015
- Prescription birth control user
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- Figure 27: Typical demographic of prescription birth control user, April 2015
- Pregnancy prevention continues as primary reason for use
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- Figure 28: Top 3 Reasons for contraceptive use, by gender, April 2015
Interest in Condom Innovations
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- Men motivated by features that enhance sexual experience
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- Figure 29: Any interest in condom innovations, by gender, April 2015
- Focus on males aged 18-34 for cause marketing
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- Figure 30: Any interest in select condom attributes, by gender and age, April 2015
- Women more health focused, interested in package design
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- Figure 31: L. condoms
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- Figure 32: Lovability condoms
Perception of Brand Attributes
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- Perceived attributes indistinguishable among brands
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- Figure 33: Attributes associated with condom brands, April 2015
Use of and Reasons for Using Personal Lubricants
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- Personal lubricant user
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- Figure 34: Typical demographic of personal lubricant user, April 2015
- Figure 35: Use of personal lubricants and any importance of product characteristics, by gender, April 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
Appendix – The Market
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- Figure 36: Total US sales and forecast of OTC contraceptives, at inflation-adjusted prices, 2010-20
- Figure 37: Total US retail sales of OTC contraceptives, by channel, at current prices, 2010-15
- Figure 38: Total US retail sales of OTC contraceptives, by channel, at current prices, 2013 and 2015
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Appendix – Key Players
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- Figure 39: MULO sales of male contraceptives, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Figure 40: MULO sales of female contraceptives, by leading companies and brands, rolling 52 weeks 2014 and 2015
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- Figure 41: MULO sales of personal lubricants, by leading companies and brands, rolling 52 weeks 2014 and 2015
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