Contraceptives and Sexual Health - US - August 2017

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
The issues
Struggling male contraceptive sales temper market performance
Figure 1: Total US retail sales of OTC contraceptives, by segment, at current prices, 2015 and 2017
Engagement with category declines with age
Figure 2: Usage of top three contraceptive products, by age, May 2017
Reliance on previous experiences drives brand loyalty, limits trial
Figure 3: Influence of brand and previous usage, by contraceptive type, May 2017
Buying contraceptives is an uncomfortable process for some adults
Figure 4: Attitudes toward contraceptive purchases, May 2017
The opportunities
Focus on the natural experience
Figure 5: Top five condom purchase incentives, any rank (net), May 2017
Online/delivery services can encourage consumers to shop category
Figure 6: Attitudes toward delivery service for contraceptives purchases, May 2017
What it means
THE MARKET – WHAT YOU NEED TO KNOW
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
Historic and projected sales performance of contraceptives
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
Male contraceptives account for largest share of market
Figure 9: Share of OTC contraceptives and sexual health, by segment, 2017
Female contraceptives support market growth
Figure 10: Total US retail sales of OTC contraceptives and sexual health, at current prices, 2012-22
MARKET PERSPECTIVE
Buying contraceptives is an uncomfortable process for some adults
Success in retail locations reflects desire for more discreet and convenient purchase
Figure 11: Total US retail sales of OTC contraceptives and sexual health, by channel, at current prices, 2015 and 2017
MARKET FACTORS 
Population growth, particularly among adults 25-44, is favorable for market
Figure 12: Sexual activity, by age, May 2017
Figure 13: Population aged 18 or older, by age, 2012-22
Birthrates stabilize; contraceptive use peaks among women aged 18-34
Figure 14: Annual births and fertility rate, 2005-15
Figure 15: Share of births, by age of mother, 2015
Figure 16: Usage of contraception, by female by age, May 2017
Population growth among Hispanics important for market
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 
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
Church & Dwight’s Trojan brand struggles
Figure 19: MULO sales of contraceptives, by leading companies, rolling 52 weeks 2016 and 2017
Private label produces growth via female contraceptive innovation
Figure 20: MULO sales of private label contraceptives, rolling 52 weeks 2016 and 2017
WHAT’S WORKING?
Emergency contraceptives continue to gain momentum
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
Figure 22: MULO sales of Ansell Healthcare male contraceptives, rolling 52 weeks 2016 and 2017
WHAT’S STRUGGLING?
Brand recognition may not be enough for Trojan
Figure 23: Church & Dwight Co MULO sales of male contraceptives, rolling 52 weeks 2016 and 2017
WHAT’S NEXT?
Let’s talk about sex
Talking about sex could help boost sales of sexual health products
Figure 24: MULO sales of personal lubricants and sexual enhancement devices, rolling 52 weeks 2016 and 2017
THE CONSUMER – WHAT YOU NEED TO KNOW 
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
Majority of adults use contraception; condoms most common
Figure 25: Usage of contraception, May 2017
Men and women take personal responsibility in contraceptive products
Figure 26: Usage of contraception, by gender, May 2017
Contraception use highest among 25-34s
Figure 27: Usage of contraception, by age, May 2017
Condom use highest among single adults
Figure 28: Usage of contraception, by marital status, May 2017
Hispanics more likely to utilize natural planning and morning-after pill
Figure 29: Usage of contraception, by Hispanic origin, May 2017
Single product contraceptive use is most common
Figure 30: Usage of contraception, by repertoire groups, May 2017
CONDOM PURCHASE INCENTIVES
Personalized experience can feel more natural
Figure 31: Condom purchase incentives, any rank (net), May 2017
Men motivated by features that improve the experience
Figure 32: Condom purchase incentives, any rank (net), by gender, May 2017
Additional protection capabilities appeal to young adults
Figure 33: Condom purchase incentives, any rank (net), by age, May 2017
ATTITUDES TOWARD CONDOMS
Condom users worry about effectiveness
Figure 34: Attitudes toward condoms, May 2017
18-24s are worried about efficacy but willing to experiment
Figure 35: Attitudes toward condoms, by age, May 2017
Hispanics are apt to experiment
Figure 36: Attitudes toward condoms, by Hispanic origin, May 2017
PURCHASE INFLUENCERS OF CONDOMS AND EMERGENCY CONTRACEPTION
Previous experience influences condom purchase; product claims valuable for emergency contraception
Figure 37: Purchase influencers of condoms and emergency contraception, May 2017
Past product use and brand influence condom purchases
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
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
Concept of emergency contraceptive is understood, yet clarity is needed
Figure 42: Attitudes toward emergency contraception, May 2017
Women view emergency contraception as their backup plan
Figure 43: Attitudes toward emergency contraception, by gender, May 2017
18-24s most skeptical about safety of emergency contraception
Figure 44: Attitudes toward emergency contraception, by age, May 2017
USAGE OF AND ATTITUDES TOWARD LUBRICANTS 
Majority of users want easy cleanup
Figure 45: Usage of and attitudes toward lubricants, May 2017
Younger age groups are more likely to experiment
Figure 46: Usage of and attitudes toward lubricants, by age, May 2017
PURCHASE INFLUENCERS OF LUBRICANTS 
Product benefits emerge as most important influencer
Figure 47: Purchase influencers of lubricants, May 2017
Benefits and past product use influence purchase behavior
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
Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
APPENDIX – THE MARKET 
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
APPENDIX – KEY PLAYERS 
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
Figure 54: MULO sales of sexual enhancement devices, by leading companies and brands, rolling 52 weeks 2016 and 2017