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Contraceptives - US - July 2012

Sales in a variety of categories declined during the recession. However sales of OTC contraceptives spiked in 2009 and continued to grow in 2010 and 2011. While this growth is encouraging, it is also apparent that few manufacturers and retailers have been able to fully capitalize on growing demand for sexual health and wellness products that help protect against pregnancy and, in some cases, add to sexual pleasure.

In order to provide insight that can be used to develop effective messaging and products that will resonate with contraceptive users, Mintel has published this report which addresses the following questions:

  • How have sales of male and female OTC contraceptives fluctuated in recent years and how are they likely to change in the future?
  • Who are the leading brands in the category and what are they doing to drive growth?
  • How is innovation impacting sales and what types of products have performed well in recent years?
  • What methods of birth control are most common in the U.S. and which are used most often by young adults and other high-value segments?
  • How are demographic shifts in the U.S likely to impact the market? For instance, the report describes how the rapid growth of the Hispanic segment, which over-indexes on condom usage, is likely to drive future sales growth?
  • What most often drives consumers to use contraceptives (e.g., pregnancy prevention vs. STD prevention)?
  • What are common condom-related perceptions within various demographic segments and how do these perceptions encourage or discourage usage?
  • How are leading companies marketing their products and what types of communication are likely to resonate with high value segments such as young adults?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market
                          • Market continues to grow after 2009 surge
                            • Figure 1: Total U.S. retail sales and fan chart forecast of contraceptives, at current prices, 2007-17
                          • Condoms continue to dominate the category
                            • Figure 2: Sales of contraceptives, segmented by type, 2011
                          • Market factors
                            • Half use contraceptives, condoms a popular method
                              • Figure 3: Contraception preferences, March-April 2012
                            • Growth of young adult and multicultural segments will contribute to demand
                              • Figure 4: Share of population, by age, 2011
                            • Companies, brands, and innovations
                              • Figure 5: FDMx sales of contraceptives, by leading companies, 2012
                            • Drug, online, and mass channels account for most sales
                              • Figure 6: Sales of contraceptives, by channel, 2009 and 2011
                            • The consumer
                              • Figure 7: Reason for using contraceptives, March-April 2012
                            • Most prefer lubricated condoms and many are brand loyal
                              • Figure 8: Condom preferences, March-April 2012
                            • Many have an interest in unique and uncommon products
                              • Figure 9: Interest in innovative products, March-April 2012
                            • What we think
                            • Issues in the Market

                                • What types of products are driving growth for leading companies?
                                  • How is innovation impacting sales?
                                    • Is private label undermining the ability of national brands to command premiums?
                                      • How can retailers and manufacturers maximize growth potential?
                                      • Insights and Opportunities

                                        • Drive growth with customer education
                                          • “Tailor fit” male condoms could help brands maximize growth
                                            • Consider developing the female condom category
                                            • Inspire Insights

                                                • Trend: Premiumization and Indulgence
                                                  • Trend: Secret Secret
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Growth decelerates as economy improves and female category matures
                                                        • Nesting trend and innovation are key drivers
                                                          • Demographic shifts will drive long-term growth
                                                            • Figure 10: Total U.S. retail sales and forecast of contraceptives, at current prices, 2007-17
                                                            • Figure 11: Total U.S. retail sales and forecast of contraceptives, at inflation-adjusted prices, 2007-17
                                                          • Fan chart forecast
                                                              • Figure 12: Total U.S. retail sales and fan chart forecast of contraceptives, at current prices, 2007-17
                                                            • Walmart sales
                                                            • Market Drivers

                                                              • Key points
                                                                • Many postponing childbearing until economy improves
                                                                  • Figure 13: Fertility rate and number of births, 1998-2008
                                                                • Growth of 18-34 segment will drive long-term demand
                                                                  • Figure 14: Condom usage by gender and age, October 2010-November 2011
                                                                  • Figure 15: U.S. population, by age, 2006-16
                                                                • Rapid growth of multicultural segments will drive demand
                                                                  • Figure 16: Population by race and Hispanic origin, 2006-16
                                                                • Pricing a key consideration when targeting multicultural adults
                                                                  • Figure 17: Median household income by race and Hispanic origin of householder, 2010
                                                                • Languishing recovery contributing to demand
                                                                  • Figure 18: University of Michigan Consumer Sentiment, 2007-12
                                                                  • Figure 19: Consumer confidence, 2007-12
                                                                • Number of STDs reported annually on the decline, but still concerning
                                                                  • Figure 20: Cases of STDs reported by state health departments and rates per 100,000 in the U.S., 2004-09
                                                                • Some Southern states have a high concentration of STDs
                                                                  • Figure 21: States with highest rates of reported STDs, 2009
                                                              • Competitive Context

                                                                • Half report using no contraception
                                                                  • Surgical procedures and “the pill” primary competitors
                                                                    • Figure 22: Contraception preferences, March-April 2012
                                                                • Segment Performance

                                                                  • Male contraceptive sales decline as emergency contraceptive sales continue to grow
                                                                    • Sales of contraceptives, by segment
                                                                      • Figure 23: Sales of contraceptives, segmented by type, 2010-12
                                                                  • Segment Performance—Male Contraceptives

                                                                    • Key points
                                                                      • Growth expected to decelerate as economy improves
                                                                        • Sales and forecast of male contraceptives
                                                                          • Figure 24: Sales and forecast of male contraceptives, at current prices, 2007-17
                                                                      • Segment Performance—Female Contraceptives

                                                                        • Key points
                                                                          • Female contraceptive sales show impressive gains
                                                                            • Sales and forecast of female contraceptives
                                                                              • Figure 25: Sales and forecast of female contraceptives, at current prices, 2007-17
                                                                          • Retail Channels

                                                                            • Drug and mass are the key channels
                                                                              • Sales of contraceptives, by retail channel
                                                                                • Figure 26: Sales of Contraceptives, by channel, 2010 and 2012
                                                                            • Retail Channels—Drug Stores

                                                                              • Key points
                                                                                • Drug store sales play a key role in driving category growth
                                                                                  • Drug store sales of contraceptives
                                                                                    • Figure 27: Drug store sales of contraceptives, at current prices, 2007-12
                                                                                • Retail Channels—Convenience Stores

                                                                                  • Key points
                                                                                    • C-stores capture minimal share with limited selection
                                                                                      • Convenience store sales of contraceptives
                                                                                        • Figure 28: Convenience stores sales of contraceptives, at current prices, 2007-12
                                                                                    • Retail Channels—Supermarkets

                                                                                      • Key points
                                                                                        • Supermarkets continue to lag behind dominant channels
                                                                                          • Supermarket sales of contraceptives
                                                                                            • Figure 29: Supermarket sales of contraceptives, at current prices, 2007-12
                                                                                        • Retail Channels—Other

                                                                                          • Key points
                                                                                            • “Other” channels post growth with supercenters and private label
                                                                                              • Other retail channel sales of contraceptives
                                                                                                • Figure 30: Sales of contraceptives in “other” channels, at current prices, 2007-12
                                                                                            • Leading Companies

                                                                                              • Key points
                                                                                                • Private Church & Dwight continues to dominate with Trojan brand
                                                                                                  • Manufacturer sales of contraceptives
                                                                                                    • Figure 31: Select FDMx manufacturer sales of contraceptives in the U.S., 2011 and 2012
                                                                                                • Brand Share—Male Contraceptives

                                                                                                  • Key points
                                                                                                    • Value-added varieties driving sales growth
                                                                                                      • Manufacturer sales of male contraceptives
                                                                                                        • Figure 32: Select FDMx brand sales and market share of male contraceptives in the U.S., 2011 and 2012
                                                                                                    • Brand Share—Female Contraceptives

                                                                                                      • Key points
                                                                                                        • Sales growth of “morning after” pill decelerates as category matures
                                                                                                          • Manufacturer sales of female contraceptives
                                                                                                            • Figure 33: Select FDMx brand sales and market share of female contraceptives in the U.S., 2011 and 2012
                                                                                                        • Innovations and Innovators

                                                                                                          • Key points
                                                                                                            • Extra thin condoms could help drive category growth
                                                                                                              • Growth opportunities—sexual enhancement products
                                                                                                                • Sexual enhancement products a rapidly growing category
                                                                                                                  • Figure 34: Select FDMx brand sales and market share of sexual enhancement products in the U.S., 2011 and 2012
                                                                                                                • Warnings about suspect supplements could drive product sales
                                                                                                                • Marketing Strategies

                                                                                                                  • Overview of the brand landscape
                                                                                                                    • Trojan
                                                                                                                        • Figure 35: Brand analysis of Trojan Condoms, 2012
                                                                                                                      • Television advertising
                                                                                                                        • Figure 36: Trojan television ad, 2012
                                                                                                                        • Figure 37: Trojan television ad, 2011
                                                                                                                      • Online
                                                                                                                        • Product Lineup tool could be helping to drive growth
                                                                                                                          • Trojan markets its vibrations line with tips for sexual exploration
                                                                                                                            • Facebook
                                                                                                                              • LifeStyles
                                                                                                                                • LifeStyles markets a:muse in partnership with Dr. Oz
                                                                                                                                • Contraception Preferences

                                                                                                                                  • Key points
                                                                                                                                    • Half are using contraceptives
                                                                                                                                      • Condom use especially high among 18-34s
                                                                                                                                        • Figure 38: Contraception preferences, by age, March-April 2012
                                                                                                                                      • Men more likely to report relying on condoms “most often”
                                                                                                                                        • Figure 39: Contraception preferences, by gender, March-April 2012
                                                                                                                                    • Reason for Using Contraceptives

                                                                                                                                      • Key points
                                                                                                                                        • Most use primarily to prevent pregnancy
                                                                                                                                          • Figure 40: Reason for using contraceptives, by gender, March-April 2012
                                                                                                                                        • More than four in 10 aged 55+ use to avoid STDs
                                                                                                                                          • Figure 41: Reason for using contraceptives, by age, March-April 2012
                                                                                                                                        • Those with low household incomes most likely to use to prevent STDs
                                                                                                                                          • Figure 42: Reason for using contraceptives, by household income, March-April 2012
                                                                                                                                        • More than half of singles use to prevent STDs
                                                                                                                                          • Figure 43: Reason for using contraceptives, by marital and relationship status, March-April 2012
                                                                                                                                      • Attitudes toward Contraceptives

                                                                                                                                        • Key points
                                                                                                                                          • Nearly three in 10 are interested in more discreet packaging
                                                                                                                                            • Many have neutral contraceptive attitudes
                                                                                                                                              • Figure 44: Attitudes toward contraceptives, March-April 2012
                                                                                                                                            • Nearly four in 10 women worry about side effects of the pill or implants
                                                                                                                                              • Figure 45: Attitudes toward contraceptives, by gender, March-April 2012
                                                                                                                                            • Young adults more likely to have salient attitudes
                                                                                                                                              • Figure 46: Attitudes toward contraceptives, by age, March-April 2012
                                                                                                                                            • Singles show high interest in discreet packaging
                                                                                                                                              • Figure 47: Attitudes toward contraceptives, by marital and relationship status, March-April 2012
                                                                                                                                          • Condom Usage and Trends

                                                                                                                                            • Key points
                                                                                                                                              • Condom usage and preferences remain steady
                                                                                                                                                • Figure 48: Condom usage, January 2006-December 2011
                                                                                                                                              • Most prefer latex
                                                                                                                                                • Figure 49: Types of condoms used, January 2006-December 2011
                                                                                                                                              • Trojan Magnum gains share as LifeStyles shows decline
                                                                                                                                                • Figure 50: Brands of condoms used, January 2006-December 2011
                                                                                                                                              • Young adults more likely to use condoms and prefer latex
                                                                                                                                                • Figure 51: Condom usage, by age, October 2010-November 2011
                                                                                                                                                • Figure 52: Types of condoms used, by age, October 2010-November 2011
                                                                                                                                              • Trojan particularly popular with young adults
                                                                                                                                                • Figure 53: Brands of condoms used, by age, October 2010-November 2011
                                                                                                                                            • Condom Preferences

                                                                                                                                              • Key points
                                                                                                                                                • Most users prefer lubricated varieties
                                                                                                                                                  • Men more likely to have purchased recently and remain brand loyal
                                                                                                                                                    • Figure 54: Condom preferences, by gender, March-April 2012
                                                                                                                                                  • Young adults much more likely to be brand loyal
                                                                                                                                                    • Figure 55: Condom preferences, by age, March-April 2012
                                                                                                                                                • Condom Attitudes

                                                                                                                                                  • Key points
                                                                                                                                                    • Most users have some concern about breakage
                                                                                                                                                      • Figure 56: Condom attitudes, March-April 2012
                                                                                                                                                    • Women more likely to have concerns about pregnancy and STD prevention
                                                                                                                                                      • Figure 57: Condom attitudes, by gender, March-April 2012
                                                                                                                                                    • 18-24s most likely to have concerns about efficacy and price
                                                                                                                                                      • Figure 58: Condom attitudes, by age, March-April 2012
                                                                                                                                                  • STD Attitudes

                                                                                                                                                    • Key points
                                                                                                                                                      • Men somewhat more likely to be worried about STDs
                                                                                                                                                        • Figure 59: STD attitudes, by gender, March-April 2012
                                                                                                                                                      • Young adults more likely to be concerned and avoid unprotected sex
                                                                                                                                                        • Figure 60: STD attitudes, by age, March-April 2012
                                                                                                                                                    • Product Interest

                                                                                                                                                      • Key points
                                                                                                                                                        • Most report interest in “pleasure-enhancing” lubricants
                                                                                                                                                          • Figure 61: Interest in innovative products, March-April 2012
                                                                                                                                                        • Men are more likely to have interest in innovative products
                                                                                                                                                          • Figure 62: Interest in innovative products, by gender, March-April 2012
                                                                                                                                                        • 18-34s show high interest in innovative products
                                                                                                                                                          • Figure 63: Interest in innovative products, by age, March-April 2012
                                                                                                                                                        • Low- and middle-income users show above-average interest in innovation
                                                                                                                                                          • Figure 64: Interest in innovative products, by household income, March-April 2012
                                                                                                                                                      • Interest in “Morning After” Pill

                                                                                                                                                        • Key point
                                                                                                                                                          • Nearly one third of female contraceptive users have or would try
                                                                                                                                                            • Figure 65: Interest in innovative products, by age, March-April 2012
                                                                                                                                                        • Reasons for Not Using Contraception

                                                                                                                                                          • Key points
                                                                                                                                                            • Women more likely to report not being sexually active as reason
                                                                                                                                                              • Figure 66: Reasons for not using contraceptives, by gender, March-April 2012
                                                                                                                                                            • Most young adult nonusers are not sexually active
                                                                                                                                                              • Figure 67: Reasons for not using contraceptives, by age, March-April 2012
                                                                                                                                                          • Race and Hispanic Origin

                                                                                                                                                            • Key points
                                                                                                                                                              • Condom use particularly high among African Americans
                                                                                                                                                                • Figure 68: Condom usage, by race/Hispanic origin, October 2010-November 2011
                                                                                                                                                              • Blacks more likely to be concerned about STDs
                                                                                                                                                                • Figure 69: Reason for using contraceptives, by race/Hispanic origin, March-April 2012
                                                                                                                                                              • Nearly one in three Hispanics younger than 35 are condom users
                                                                                                                                                                • Figure 70: Condom usage, by Hispanic origin and age, October 2010-November 2011
                                                                                                                                                              • Asians and Hispanics report high interest in discreet packaging
                                                                                                                                                                • Figure 71: Attitudes toward contraceptives, by race/Hispanic origin, March-April 2012
                                                                                                                                                              • Most blacks prefer lubricated and many are interested in experimenting
                                                                                                                                                                • Figure 72: Condom preferences, by race/Hispanic origin, March-April 2012
                                                                                                                                                            • Custom Consumer Groups

                                                                                                                                                              • Young men a key segment for condom marketers
                                                                                                                                                                  • Figure 73: Condom usage, by gender and age, October 2010-November 2011
                                                                                                                                                                • Young men more likely than others to have STD concerns
                                                                                                                                                                  • Figure 74: Reason for using contraceptives, by gender and age, March-April 2012
                                                                                                                                                                • Young men show high interest in discreet packaging
                                                                                                                                                                    • Figure 75: Attitudes toward contraceptives, by gender and age, March-April 2012
                                                                                                                                                                  • Most young men have interest in lubricants and value-added condoms
                                                                                                                                                                      • Figure 76: Interest in innovative products, by gender and age, March-April 2012
                                                                                                                                                                  • Appendix—Other Useful Consumer Tables

                                                                                                                                                                      • Figure 77: Contraception preferences, by household income, March-April 2012
                                                                                                                                                                      • Figure 78: Condom preferences, by education, March-April 2012
                                                                                                                                                                      • Figure 79: Condom attitudes, by household income, March-April 2012
                                                                                                                                                                      • Figure 80: STD attitudes, by marital and relationship status, March-April 2012
                                                                                                                                                                      • Figure 81: Interest in innovative products, by marital and relationship status, March-April 2012
                                                                                                                                                                      • Figure 82: Reasons for not using contraceptives, by race/Hispanic origin, March-April 2012
                                                                                                                                                                      • Figure 83: Reasons for not using contraceptives, by gender and age, March-April 2012
                                                                                                                                                                      • Figure 84: Reasons for not using contraceptives, by gender and household income, March-April 2012
                                                                                                                                                                      • Figure 85: STD attitudes, March-April 2012
                                                                                                                                                                      • Figure 86: STD attitudes, by race/Hispanic origin, October 2010-November 2011
                                                                                                                                                                      • Figure 87: Interest in innovative products, by race/Hispanic origin, March-April 2012
                                                                                                                                                                      • Figure 88: Interest in innovative products, by white and Hispanic origin, March-April 2012
                                                                                                                                                                  • Appendix—Trade Associations

                                                                                                                                                                    Companies Covered

                                                                                                                                                                    • Ansell Healthcare Incorporated
                                                                                                                                                                    • Church & Dwight Co. Inc
                                                                                                                                                                    • Reckitt Benckiser USA
                                                                                                                                                                    • Watson Pharmaceuticals, Inc.

                                                                                                                                                                    Contraceptives - US - July 2012

                                                                                                                                                                    £3,199.84 (Excl.Tax)