Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Struggling male contraceptive sales temper market performance
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- Figure 1: Total US retail sales of OTC contraceptives, by segment, at current prices, 2015 and 2017
- Engagement with category declines with age
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- Figure 2: Usage of top three contraceptive products, by age, May 2017
- Reliance on previous experiences drives brand loyalty, limits trial
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- Figure 3: Influence of brand and previous usage, by contraceptive type, May 2017
- Buying contraceptives is an uncomfortable process for some adults
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- Figure 4: Attitudes toward contraceptive purchases, May 2017
- The opportunities
- Focus on the natural experience
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- Figure 5: Top five condom purchase incentives, any rank (net), May 2017
- Online/delivery services can encourage consumers to shop category
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- Figure 6: Attitudes toward delivery service for contraceptives purchases, May 2017
- What it means
The Market – What You Need to Know
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- Slow, steady growth
- Struggling condom sales are reflected in market performance
- Uncomfortable purchase process impacts retailer choice
- Age impacts contraceptive use
Market Size and Forecast
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- Historic and projected sales performance of contraceptives
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- Figure 7: Total US sales and fan chart forecast of OTC contraceptives and sexual health, at current prices, 2012-22
- Figure 8: Total US sales and forecast of OTC contraceptives and sexual health, at current prices, 2012-22
Market Breakdown
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- Male contraceptives account for largest share of market
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- Figure 9: Share of OTC contraceptives and sexual health, by segment, 2017
- Female contraceptives support market growth
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- Figure 10: Total US retail sales of OTC contraceptives and sexual health, at current prices, 2012-22
Market Perspective
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- Buying contraceptives is an uncomfortable process for some adults
- Success in retail locations reflects desire for more discreet and convenient purchase
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- Figure 11: Total US retail sales of OTC contraceptives and sexual health, by channel, at current prices, 2015 and 2017
Market Factors
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- Population growth, particularly among adults 25-44, is favorable for market
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- Figure 12: Sexual activity, by age, May 2017
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- Figure 13: Population aged 18 or older, by age, 2012-22
- Birthrates stabilize; contraceptive use peaks among women aged 18-34
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- Figure 14: Annual births and fertility rate, 2005-15
- Figure 15: Share of births, by age of mother, 2015
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- Figure 16: Usage of contraception, by female by age, May 2017
- Population growth among Hispanics important for market
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- Figure 17: US Population, by Hispanic origin, 2012-22
- Figure 18: Sexual activity, by Hispanic Millennial, May 2017
Key Players – What You Need to Know
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- Market leader struggles, while other top companies find growth
- Female contraceptive brands successful
- Natural and custom attributes drive growth for LifeStyles condoms
- Trojan brand struggles, yet change may be afoot
- Open, authentic dialogue helps consumers feel more comfortable
Company and Brand Sales of Contraceptives
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- Church & Dwight’s Trojan brand struggles
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- Figure 19: MULO sales of contraceptives, by leading companies, rolling 52 weeks 2016 and 2017
- Private label produces growth via female contraceptive innovation
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- Figure 20: MULO sales of private label contraceptives, rolling 52 weeks 2016 and 2017
What’s Working?
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- Emergency contraceptives continue to gain momentum
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- Figure 21: MULO sales of female contraceptives, by leading companies and brands, rolling 52 weeks 2016 and 2017
- Ansell focuses on enhancing the natural experience
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- Figure 22: MULO sales of Ansell Healthcare male contraceptives, rolling 52 weeks 2016 and 2017
What’s Struggling?
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- Brand recognition may not be enough for Trojan
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- Figure 23: Church & Dwight Co MULO sales of male contraceptives, rolling 52 weeks 2016 and 2017
What’s Next?
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- Let’s talk about sex
- Talking about sex could help boost sales of sexual health products
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- Figure 24: MULO sales of personal lubricants and sexual enhancement devices, rolling 52 weeks 2016 and 2017
The Consumer – What You Need to Know
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- Most adults use contraceptive products
- Condom users prioritize efficacy and safety
- Incidence of emergency contraception is low; considered a backup
- Fun and function drive use of personal lubricant
Usage of Contraception
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- Majority of adults use contraception; condoms most common
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- Figure 25: Usage of contraception, May 2017
- Men and women take personal responsibility in contraceptive products
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- Figure 26: Usage of contraception, by gender, May 2017
- Contraception use highest among 25-34s
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- Figure 27: Usage of contraception, by age, May 2017
- Condom use highest among single adults
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- Figure 28: Usage of contraception, by marital status, May 2017
- Hispanics more likely to utilize natural planning and morning-after pill
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- Figure 29: Usage of contraception, by Hispanic origin, May 2017
- Single product contraceptive use is most common
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- Figure 30: Usage of contraception, by repertoire groups, May 2017
Condom Purchase Incentives
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- Personalized experience can feel more natural
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- Figure 31: Condom purchase incentives, any rank (net), May 2017
- Men motivated by features that improve the experience
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- Figure 32: Condom purchase incentives, any rank (net), by gender, May 2017
- Additional protection capabilities appeal to young adults
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- Figure 33: Condom purchase incentives, any rank (net), by age, May 2017
Attitudes toward Condoms
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- Condom users worry about effectiveness
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- Figure 34: Attitudes toward condoms, May 2017
- 18-24s are worried about efficacy but willing to experiment
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- Figure 35: Attitudes toward condoms, by age, May 2017
- Hispanics are apt to experiment
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- Figure 36: Attitudes toward condoms, by Hispanic origin, May 2017
Purchase Influencers of Condoms and Emergency Contraception
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- Previous experience influences condom purchase; product claims valuable for emergency contraception
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- Figure 37: Purchase influencers of condoms and emergency contraception, May 2017
- Past product use and brand influence condom purchases
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- Figure 38: TURF analysis – Purchase influencers of condoms, May 2017
- Figure 39: Table – TURF analysis – Purchase influencers of condoms, May 2017
- TURF methodology
- Emergency contraceptive users influenced by claims and prior use
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- Figure 40: TURF analysis – Purchase influencers of emergency contraceptives, May 2017
- Figure 41: Table – TURF analysis – Purchase influencers of emergency contraceptives, May 2017
- TURF methodology
Attitudes toward Emergency Contraception
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- Concept of emergency contraceptive is understood, yet clarity is needed
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- Figure 42: Attitudes toward emergency contraception, May 2017
- Women view emergency contraception as their backup plan
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- Figure 43: Attitudes toward emergency contraception, by gender, May 2017
- 18-24s most skeptical about safety of emergency contraception
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- Figure 44: Attitudes toward emergency contraception, by age, May 2017
Usage of and Attitudes toward Lubricants
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- Majority of users want easy cleanup
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- Figure 45: Usage of and attitudes toward lubricants, May 2017
- Younger age groups are more likely to experiment
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- Figure 46: Usage of and attitudes toward lubricants, by age, May 2017
Purchase Influencers of Lubricants
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- Product benefits emerge as most important influencer
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- Figure 47: Purchase influencers of lubricants, May 2017
- Benefits and past product use influence purchase behavior
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- Figure 48: TURF analysis – Purchase influencers of personal lubricants, May 2017
- Figure 49: Table – TURF analysis – Purchase influencers of personal lubricants, May 2017
- TURF methodology
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Market
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- Figure 50: Total US retail sales and forecast of OTC contraceptives and sexual health, by segment, at current prices, 2012-22
- Figure 51: Total US sales and forecast of OTC contraceptives, at inflation-adjusted prices, 2012-22
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Appendix – Key Players
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- Figure 52: MULO sales of male contraceptives, by leading companies and brands, rolling 52 weeks 2016 and 2017
- Figure 53: MULO sales of personal lubricants, by leading companies and brands, rolling 52 weeks 2016 and 2017
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- Figure 54: MULO sales of sexual enhancement devices, by leading companies and brands, rolling 52 weeks 2016 and 2017
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