Table of Contents
Overview
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- What you need to know
- Products covered in this report
- Excluded
Executive Summary
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- The market
- The category returns to growth
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- Figure 1: Best- and worst-case forecast for UK value sales of condoms and female lubricants, 2011-21
- Companies and brands
- Durex dominates the market
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- Figure 2: Brand shares for value sales of condoms, year ending October 2016
- True innovation is lacking
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- Figure 3: New product launches in the UK contraceptives category, by type, January 2013 – September 2016
- The consumer
- Young men are most likely to be having sex every day
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- Figure 4: Frequency of sexual intercourse, by gender, August 2016
- Majority of adults have sex without a condom
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- Figure 5: Experience of unprotected sex, by age, August 2016
- Condoms are the most popular contraceptive…
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- Figure 6: Types of contraceptive used in last 12 months, August 2016
- …but could increase user base
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- Figure 7: Views on condoms, by gender, August 2016
- The need for education
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- Figure 8: Behaviours and attitudes around unprotected sex, August 2016
- Narrowing the gender divide
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- Figure 9: Attitudes towards sexual health, August 2016
- What we think
Issues and Insights
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- ‘It won’t happen to me’
- The facts
- The implications
- The dominance of Durex
- The facts
- The implications
The Market – What You Need to Know
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- The category returns to growth
- Innovation could boost condom sales
- Online sales benefit from discretion
- An ageing population
- Birth rates fall
- STI/STDs increase as government cuts affect sexual health services
- New initiatives aim to raise the profile of sexual health services
Market Size and Forecast
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- Condoms drive value sales growth
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- Figure 10: UK retail value sales of condoms and female lubricants*, at current and constant prices, 2011-21
- A positive outlook for the category
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- Figure 11: Best- and worst-case forecast for UK value sales of condoms and female lubricants, 2011-21
- Forecast methodology
- The impact of the EU referendum vote
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- Figure 12: Alternative market scenarios for the post-Brexit condoms and female lubricants market, at current prices, 2016-21
- Figure 13: Detailed Post-Brexit scenarios for the condoms and female lubricants market, at current prices, 2016-21
- A recession-proof (and Brexit-proof) market
Market Segmentation
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- Three quarters of category value attributed to condoms
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- Figure 14: UK retail value sales for condoms and female lubricants*, by segment, 2014-16 (est)
- Innovation could bring more value to the category
Channels to Market
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- Discounting hits sales through grocers and drugstores
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- Figure 15: UK retail value sales for condoms and female lubricants*, by segment, 2014-16 (est)
- Online sales benefit from discretion
Market Drivers
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- An ageing population will undermine sales…
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- Figure 16: Trends in age structure of the UK population, 2011-21
- …but STIs and STDs mean that there will still be a need for condoms amongst older people
- Birth rate falls…
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- Figure 17: Total fertility rate (TFR) and number of live births, England and Wales, 2009-14
- …while financial confidence rises
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- Figure 18: The financial confidence index, January 2009 – August 2016
- LARCs increase in popularity
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- Figure 19: Contraceptives prescription items dispensed in the community (England), 2009/10 – 2015/16
- Fertility tracking
- Rates of STIs and STDs
- Cuts in services are affecting sexual health
- Cuts to testing contribute to increased rates of syphilis and gonorrhoea
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- Figure 20: Diagnoses of sexual transmitted infections in England amongst total population, 2012 and 2015
- Vaccination programmes have some success
- New clinics opening
- Free dating apps increase STI/STD risk
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- Figure 21: Method of meeting partner/date, November 2014
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- Figure 22: Tinder STD campaign, Australia, April 2016
- Promoting sexual health
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- Figure 23: Disney princesses visiting sexual health clinics (Danielle Sepulveres and Maritza Lugo), January 2016
- Even sexual health clinics are trying to capitalise on Pokémon Go
Companies and Brands – What You Need to Know
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- True innovation is lacking
- Reckitt Benckiser dominates with its Durex brand
- Competitor condom brands struggle
Market Share
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- Durex drives condom sales
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- Figure 24: Brand shares for value sales of condoms, years ending October, 2014-16
Launch Activity and Innovation
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- Launch activity in decline
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- Figure 25: New product launches in the UK contraceptives category, by product type, January 2013 – September 2016
- Figure 26: Examples of new lubricant launches, 2015-16
- True innovation wanes
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- Figure 27: New product launches in the UK contraceptives category, by launch type, January 2013 – September 2016
- Figure 28: Examples of new condom launches, 2015-16
- Branded vs own-label
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- Figure 29: New product launches in the UK contraceptives category, branded vs own-label, January 2013 – September 2016
- Figure 30: Examples of own-label launches in the contraceptives category, 2015-16
Advertising and Marketing Activity
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- Advertising outpaces NPD…
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- Figure 31: Total above-the line, online display and direct mail advertising expenditure on contraceptives, January 2013 – September 2016
- …as Reckitt Benckiser dominates advertising spend
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- Figure 32: Total above-the line, online display and direct mail advertising expenditure on contraceptives, by advertiser, January 2014 – September 2016
- Reckitt Benckiser has taken an innovative approach to marketing…
- …and is pushing its CSR credentials
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- Figure 33: Durex #DontShareZika campaign, August 2016
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- Figure 34: Durex aubergine-flavoured condom ‘launch’, September 2016
- TV dominates adspend
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- Figure 35: Total above-the line, online display and direct mail advertising expenditure on contraceptives, by media type, January 2013 – September 2016
- Nielsen Ad Intel coverage
The Consumer – What You Need to Know
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- Young adults are playing fast and easy with their sexual health
- Condoms most popular contraceptive…
- …but have potential to increase user base
- The need for education
- Prevention over cure
- Narrowing the gender divide
Sexual Behaviours
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- Young men are most likely say they are having sex every day
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- Figure 36: Frequency of sexual intercourse, by gender, August 2016
- Majority have sex without a condom
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- Figure 37: Experience of unprotected sex, by age, August 2016
Use of Contraceptives
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- Condoms most popular contraceptives
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- Figure 38: Types of contraceptive used in last 12 months, August 2016
- Young women double up on protection
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- Figure 39: Repertoire of types of contraceptive used in last 12 months, August 2016
Views on Condoms
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- On the whole, condoms considered essential for safe sex
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- Figure 40: Views on condoms, by gender, August 2016
- Condoms for all ages
- Allergy concerns rise amongst young women
Behaviours and Attitudes around Unprotected Sex
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- The need for more education
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- Figure 41: Behaviours and attitudes around unprotected sex, August 2016
- Improving channels of communication
- Prevention over cure
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- Figure 42: “Yes” responses to the statement “Having sex without a condom can cause cancer”, by age and gender, August 2016
Attitudes towards Sexual Health
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- Connecting with young men
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- Figure 43: Attitudes towards sexual health, August 2016
- Narrowing the gender divide
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- Forecast methodology
Appendix – The Market
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- Figure 44: Best- and Worst-case forecast for UK value sales of condoms, 2011-21
- Figure 45: Best- and Worst-case forecast for UK value sales of female lubricants, 2011-21
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Appendix – Companies and Brands
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- Figure 46: New product launches in the UK contraceptives category, by top three ultimate companies across the period under review, January 2013 – September 2016
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