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Contraceptives - US - July 2013

“Consumers rely on OTC contraceptive products for planned protection from pregnancy and diseases, as well as when they need a backup method of birth control. However, this market has some significant challenges. Contraceptive usage is strongly driven by relationship status, there is a stronger focus on pregnancy prevention over STD/STI prevention, and developing the market among older adults will require tailored messaging and products.”

– Gabriela Elani, Home & Personal Care Analyst

 Some issues addressed in this report include:

  • Contraceptive usage is strongly driven by relationship status
  • Incidence of STDs/STIs growing but focus is still on pregnancy prevention
  • Older adults need tailored messaging and products

 

The U.S. contraceptives market has grown modestly over the past few years. In 2013, total U.S. retail sales for contraceptive products are $1.1 billion, an 11% increase from the $1 billion observed in 2008. However, sales are slowly starting to decline. The market posted its first decline in several years during 2011-12. Mintel expects that the category will experience flat to declining sales into 2018 as several external factors have the potential to negatively impact sales. The market, which is predominantly made of OTC (over-the-counter) products like condoms, emergency contraception, and female condoms, faces strong competition from prescription birth control methods, which will become more accessible for adults in 2014 when the Affordable Care Act (ACA) goes into effect nationwide. This category is also largely driven by relationship status—adults who are in committed relationships stop using condom products as they no longer have to worry about disease prevention and can switch to competing methods of birth control to prevent pregnancy.

 

Despite the negative drivers in the coming years, there are some opportunities for market players to grow usage and reinvigorate sales in some product segments. Some condom brands have found success in offering value-added products, which have performed well in the marketplace. Continued product innovation and integration of benefits that enhance sexual experiences will continue to drive sales. In addition, the rate of divorce has increased among older adults and it’s likely that many will be dating again for the first time in years. Creating both condom and lubricant products that are tailored to the needs and preferences of older adults could also be a strong opportunity. Finally, a greater focus on STD/STI prevention may be worth exploring. Studies show that though fertility and birth rates are down, the incidence of STIs/STDs is increasing, especially among those aged 15-24. Companies and brands may want to increase their consumer engagement and reward consumers for safe sex practices along with driving increased usage of branded products.

 

This report analyzes U.S. sales performance for the past five years, the market forecast through 2018. The report explores contraceptive and personal lubricant usage behaviors, and consumers’ interest and use of value-added condom products. Consumer’ attitudes toward contraception and STDs/STIs are also discussed. This report builds on the analysis presented in Mintel’s Contraceptives—U.S., July 2012, as well as previous reports with this same title in June 2010, June 2008, June 2006, March 2005, and May 2002.

 

The primary focus of this report is on over-the-counter (OTC) contraception, including:

  • Male OTC contraceptives—condoms
  • Female contraceptives—spermicides, emergency contraceptive (“morning after”) pills, female condoms
  • Personal lubricants
  • Other methods of contraception, such as sterilization (tubal ligation, vasectomy), prescription hormonal contraceptives (pill, patch, injection, implant, contraceptive ring), diaphragm, IUD, etc., may be discussed in this report, but are not included in the market size.

 

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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
                          • Figure 1: Total U.S. retail sales and fan chart forecast of contraceptives and personal lubricants, at current prices, 2008-18
                        • Market factors
                          • Younger adults are putting off having children
                            • More adults getting divorced
                              • Increasing incidence of STDs/STIs across the U.S.
                                • Government actions impact access to competitive products and Plan B
                                  • Segment performance
                                    • Figure 2: Total U.S. retail sales of contraceptives and personal lubricants, by segment, at current prices, 2011 and 2013
                                  • Market players
                                    • Figure 3: Share of MULO sales of contraceptives and personal lubricants, by leading companies, 2013
                                  • The consumer
                                    • Contraceptive usage highest amongst those aged 18-34 and decreases with age
                                      • Figure 4: Usage of contraceptives and personal lubricants, by age, April 2013
                                    • Only 37% agree that it’s important to be personally responsible for contraception
                                      • Condom users stick with the brands that they know
                                        • Figure 5: Condom usage, April 2013
                                      • Lubrication and experience enhancement most popular condom benefits
                                        • Figure 6: Have used or would consider trying types of condom products, April 2013
                                      • Personal lubricants used to enhance sexual experiences
                                        • What we think
                                        • Issues and Insights

                                            • Contraceptive usage is strongly driven by relationship status
                                              • The issues
                                                • The implications
                                                  • Incidence of STDs/STIs growing but focus is still on pregnancy prevention
                                                    • The issues
                                                      • The implications
                                                        • Older adults need tailored messaging and products
                                                          • The issues
                                                            • The implications
                                                            • Trend Applications

                                                                • Trend: Sense of the Intense
                                                                  • Trend: Open Diary
                                                                    • Mintel Futures: Old Gold
                                                                    • Market Size and Forecast

                                                                      • Key points
                                                                        • Flat to declining sales expected
                                                                          • Sales and forecast of contraceptives and personal lubricants
                                                                            • Figure 7: Total U.S. retail sales and forecast of contraceptives and personal lubricants, at current prices, 2008-18
                                                                            • Figure 8: Total U.S. retail sales and forecast of contraceptives and personal lubricants, at inflation-adjusted prices, 2008-18
                                                                          • Fan chart forecast
                                                                              • Figure 9: Total U.S. retail sales and fan chart forecast of contraceptives and personal lubricants, at current prices, 2008-18
                                                                          • Market Drivers

                                                                            • Key points
                                                                              • Younger adults are putting off children
                                                                                • Figure 10: Fertility rate and number of births, 2001-11
                                                                              • More older consumers are getting divorced
                                                                                • Increasing incidence of STD and STI cases
                                                                                  • Government legislation impacts access to competitive contraceptive forms as well as Plan B
                                                                                    • Growing ethnic populations may help market
                                                                                      • Figure 11: Population, by race and Hispanic origin, 2008-18
                                                                                    • Free condoms becoming more accessible
                                                                                    • Competitive Context

                                                                                      • Female contraceptive options offer alternatives to condoms and emergency contraception
                                                                                        • Surgical procedures can remove consumers from the category
                                                                                        • Segment Performance

                                                                                          • Key points
                                                                                            • Male contraceptives lead the market
                                                                                              • Female contraceptives see significant drop in sales
                                                                                                • Personal lubricant sales declining
                                                                                                  • Sales of OTC contraceptives, by segment
                                                                                                    • Figure 12: Total U.S. retail sales of contraceptives and personal lubricants, by segment, at current prices, 2011 and 2013
                                                                                                • Segment Performance—Male Contraceptives

                                                                                                  • Key points
                                                                                                    • Strong growth in the past few years, but now showing slight declines
                                                                                                      • Format innovation could reinvigorate the segment
                                                                                                        • Figure 13: Origami male condom
                                                                                                      • Sales of male contraceptives
                                                                                                        • Figure 14: Total U.S. retail sales of male contraceptives, at current prices, 2008-13
                                                                                                    • Segment Performance—Female Contraceptives

                                                                                                      • Key points
                                                                                                        • Female contraceptives witness significant sales fluctuations
                                                                                                          • Sales of female contraceptives
                                                                                                            • Figure 15: Total U.S. retail sales of female contraceptives, at current prices, 2008-13
                                                                                                        • Segment Performance—Personal Lubricants

                                                                                                          • Key points
                                                                                                            • Personal lubricant sales flat over five-year period
                                                                                                              • Sales of personal lubricants
                                                                                                                • Figure 16: Total U.S. retail sales of personal lubricants, at current prices, 2008-13
                                                                                                            • Retail Channels

                                                                                                              • Key points
                                                                                                                • Most contraceptives purchased through drug stores or “other retail channels”
                                                                                                                  • Sales of contraceptives, by channel
                                                                                                                    • Figure 17: Total U.S. retail sales of contraceptives and personal lubricants, by channel, at current prices, 2011-13
                                                                                                                    • Figure 18: Total U.S. retail sales of contraceptives and personal lubricants, by channel, at current prices, 2008-13
                                                                                                                • Leading Companies

                                                                                                                  • Key points
                                                                                                                    • Church & Dwight Co. Inc. retains dominance
                                                                                                                      • MULO manufacturer sales of contraceptives and personal lubricants
                                                                                                                        • Figure 19: MULO sales of contraceptives and personal lubricants, by leading companies, 2012 and 2013
                                                                                                                    • Brand Share—Male Contraceptives

                                                                                                                      • Key points
                                                                                                                        • Church & Dwight Co. Inc. dominates; Ansell and private label growing
                                                                                                                          • Ansell sees success with its LifeStyles brand
                                                                                                                            • Private label growing
                                                                                                                              • MULO sales of male contraceptives
                                                                                                                                • Figure 20: MULO sales of male contraceptives, by leading companies, 2012 and 2013
                                                                                                                            • Brand Share—Female Contraceptives

                                                                                                                              • Key points
                                                                                                                                • Emergency contraception companies see significant sales declines
                                                                                                                                  • MULO sales of female contraceptives
                                                                                                                                    • Figure 21: MULO sales of female contraceptives, by leading companies, 2012 and 2013
                                                                                                                                • Brand Share—Personal Lubricants

                                                                                                                                  • Key points
                                                                                                                                    • Most companies see declines but BioFilm is growing
                                                                                                                                      • MULO sales of personal lubricants
                                                                                                                                        • Figure 22: MULO sales of personal lubricants, by leading companies, 2012 and 2013
                                                                                                                                    • Innovations and Innovators

                                                                                                                                      • Companies focus on personal lubricants
                                                                                                                                        • Private label lubricants offer cheaper alternative
                                                                                                                                          • Condoms continue to offer enhanced experiences
                                                                                                                                          • Marketing Strategies

                                                                                                                                            • Overview
                                                                                                                                              • Theme: Enhancing pleasure
                                                                                                                                                • Condoms
                                                                                                                                                  • Figure 23: Trojan TV commercial, “Freeing Feeling,” April 2013
                                                                                                                                                  • Figure 24: Durex Sweepstakes, June 2013
                                                                                                                                                • Personal lubricants
                                                                                                                                                  • Figure 25: Trojan TV Commercial, “A Night In,” April 2013
                                                                                                                                                  • Figure 26: Durex TV Commercial, “Passion Play,” April 2013
                                                                                                                                                  • Figure 27: K-Y website, June 2013
                                                                                                                                                  • Figure 28: K-Y iPhone app
                                                                                                                                                • Theme: Backup method
                                                                                                                                                  • Pregnancy
                                                                                                                                                    • Figure 29: Plan B One-Step magazine ad
                                                                                                                                                    • Figure 30: Next Choice website, June 2013
                                                                                                                                                  • STDs/STIs
                                                                                                                                                    • Theme: His and Hers
                                                                                                                                                      • Figure 31: K-Y TV commercial, “Romantic Gift,” January 2013
                                                                                                                                                    • Female condoms
                                                                                                                                                    • Contraceptive and Personal Lubricant Usage

                                                                                                                                                      • Key points
                                                                                                                                                        • Contraceptive use highest among those aged 18-34
                                                                                                                                                          • Figure 32: Usage of contraceptives and personal lubricants, by gender and age, April 2013
                                                                                                                                                        • Contraceptive and lubricant use declines with age
                                                                                                                                                          • Figure 33: Condom usage, by age, October 2011-November 2012
                                                                                                                                                          • Figure 34: Usage of contraceptives and personal lubricants, by age, April 2013
                                                                                                                                                        • Types of contraceptives used driven by relationship status
                                                                                                                                                          • Figure 35: Usage of contraceptives and personal lubricants, by relationship status, April 2013
                                                                                                                                                      • Attitudes Toward Contraception

                                                                                                                                                        • Key points
                                                                                                                                                          • Personal responsibility for contraception important
                                                                                                                                                              • Figure 36: Attitudes toward contraception, by gender, April 2013
                                                                                                                                                            • Younger adults agree with preventive measures but still at risk
                                                                                                                                                              • Figure 37: Attitudes toward contraception, by age, April 2013
                                                                                                                                                            • Attitudes shift once in committed relationship
                                                                                                                                                              • Figure 38: Attitudes toward contraception, by relationship status, April 2013
                                                                                                                                                          • Condom Usage Behaviors

                                                                                                                                                            • Key points
                                                                                                                                                              • Latex condoms most commonly used
                                                                                                                                                                • Figure 39: Types of condoms used, by gender, October 2011-November 2012
                                                                                                                                                                • Figure 40: Types of condoms used, by age, October 2011-November 2012
                                                                                                                                                              • Adults stick with the condom brands that they know
                                                                                                                                                                • Figure 41: Condom usage, by gender, April 2013
                                                                                                                                                              • Condom users aged 45+ not always using condoms with a new partner
                                                                                                                                                                • Figure 42: Condom usage, by age, April 2013
                                                                                                                                                            • Interest in Condom Products

                                                                                                                                                              • Key points
                                                                                                                                                                • Lubrication and experience enhancement most popular
                                                                                                                                                                  • Figure 43: Interest in condom products, April 2013
                                                                                                                                                                • Men more likely to have used or be interested in value-added condoms
                                                                                                                                                                  • Figure 44: Have used or would consider trying types of condom products, by gender, April 2013
                                                                                                                                                                • Condom users aged 35-44 interested in enhancement
                                                                                                                                                                  • Figure 45: Have used or would consider trying types of condom products, by age, April 2013
                                                                                                                                                                  • Figure 46: Have not tried this, but would consider trying types of condom products, by age, April 2013
                                                                                                                                                              • Attitudes Toward Personal Lubricants

                                                                                                                                                                • Key points
                                                                                                                                                                  • Personal lubricants are used to enhance sexual experiences
                                                                                                                                                                    • Figure 47: Personal lubricant usage, April 2013
                                                                                                                                                                  • The woman’s experience is prioritized when using personal lubricants
                                                                                                                                                                    • Figure 48: Personal lubricant usage, by gender, April 2013
                                                                                                                                                                  • Younger consumers feel that lubricants are messy
                                                                                                                                                                    • Figure 49: Personal lubricant usage, by age, April 2013
                                                                                                                                                                • Condom and Lubricant Brand Usage

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Trojan, LifeStyles, and Durex most popular brands
                                                                                                                                                                      • Figure 50: Brands of condoms used, by gender, October 2011-November 2012
                                                                                                                                                                    • Condom users of all ages prefer Trojan
                                                                                                                                                                      • Figure 51: Brands of condoms used, by age, October 2011-November 2012
                                                                                                                                                                    • K-Y most popular lubricant brand
                                                                                                                                                                      • Figure 52: Brands of personal lubricant used, by gender, October 2011-November 2012
                                                                                                                                                                    • Younger lubricant users most likely to report using other brands
                                                                                                                                                                      • Figure 53: Brands of personal lubricant used, by age, October 2011-November 2012
                                                                                                                                                                  • Race and Hispanic Origin

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Blacks, Hispanics, and Asians most likely to use condoms
                                                                                                                                                                        • Figure 54: Condom usage, by race/Hispanic origin, October 2011-November 2012
                                                                                                                                                                        • Figure 55: Relationship status, by race/Hispanic origin, April 2013
                                                                                                                                                                      • Hispanics most likely to rely on female based birth control
                                                                                                                                                                        • Figure 56: Usage of contraceptives and personal lubricants, by race/Hispanic origin, April 2013
                                                                                                                                                                      • Blacks most likely to report that partners should be tested for STDs/STIs
                                                                                                                                                                        • Figure 57: Attitudes toward contraception, by race/Hispanic origin, April 2013
                                                                                                                                                                      • Hispanics and Asians least likely to use personal lubricants
                                                                                                                                                                        • Figure 58: Personal lubricant usage, by race/Hispanic origin, October 2011-November 2012
                                                                                                                                                                    • Appendix – Other Useful Consumer Tables

                                                                                                                                                                      • Contraception and personal lubricants usage
                                                                                                                                                                        • Figure 59: Usage of contraceptives and personal lubricants, by gender, April 2013
                                                                                                                                                                        • Figure 60: Usage of contraceptives and personal lubricants, by household income, April 2013
                                                                                                                                                                      • Condom usage behavior
                                                                                                                                                                        • Figure 61: Condom usage, by race/Hispanic origin, April 2013
                                                                                                                                                                        • Figure 62: Types of condoms used, by race/Hispanic origin, October 2011-November 2012
                                                                                                                                                                      • Interest in condom products
                                                                                                                                                                        • Figure 63: Have used or would consider trying types of condom products, by relationship status, April 2013
                                                                                                                                                                      • Condom and lubricant brand usage
                                                                                                                                                                        • Figure 64: Brands of condoms used, by household income, October 2011-November 2012
                                                                                                                                                                        • Figure 65: Brands of condoms used, by race/Hispanic origin, October 2011-November 2012
                                                                                                                                                                        • Figure 66: Brands of condoms used, by marital status, October 2011-November 2012
                                                                                                                                                                        • Figure 67: Brands of personal lubricant used, by household income, October 2011-November 2012
                                                                                                                                                                        • Figure 68: Brands of personal lubricant used, by race/Hispanic origin, October 2011-November 2012
                                                                                                                                                                        • Figure 69: Brands of personal lubricant used, by marital status, October 2011-November 2012
                                                                                                                                                                    • Appendix – Trade Associations

                                                                                                                                                                      Companies Covered

                                                                                                                                                                      • Ansell Healthcare Incorporated
                                                                                                                                                                      • Church & Dwight Co. Inc
                                                                                                                                                                      • Family Dollar Stores, Inc
                                                                                                                                                                      • Johnson & Johnson
                                                                                                                                                                      • Reckitt Benckiser USA
                                                                                                                                                                      • Walmart Stores (USA)

                                                                                                                                                                      Contraceptives - US - July 2013

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