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Contraceptives - US - July 2015

"After years of focusing on protection benefits, contraceptive brands have shifted to promoting other sensorial benefits, helping to stabilize category growth. The market is driven largely by male condom sales; however, with the recent change in OTC availability of emergency contraceptives, sales improved for the female contraceptive segment as well as boosting the entire OTC contraceptive market."

This report covers the following issues:

  • Pregnancy prevention is primary use for contraceptives
  • Majority of sexually active adults use contraception, though use declines with age
  • Male and female contraceptives continue to outgain personal lubricants
Prevention of pregnancy is the most common reason for contraceptive use, cited by 73% of respondents. Pregnancy prevention is more likely to be the motivation among contraceptive users, since a significant percent of respondents, both married and living with a partner, report low intentions for trying to get pregnant. These findings underscore not only the need for contraceptives but also the difficulty in motivating consumers to increase spending and use in the category beyond prevention.
 
Growth in the OTC contraceptive category is slow, which can largely be attributed to the competitive nature of the category and below-average use among older adults. The traditional category segmentation is shifting, as female contraception gains traction as a result of emergency contraceptives wider availability, while personal lubricants struggle to attract consumers. Innovation of current products continues, with many consumers showing interest in products that enhance the experience without compromising function.

 

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Pregnancy prevention is primary use for contraceptives
            • Figure 1: Top three reasons for using contraceptives, April 2015
          • Majority of sexually active adults use contraception, though use declines with age
            • Figure 2: Top three types of contraceptive used, by age, April 2015
          • Male and female contraceptives continue to outgain personal lubricants
            • Figure 3: Sales of OTC Contraceptives, by segment, 2010-14
          • The opportunities
            • Focus on engaging throughout life stages
              • Figure 4: Top three reasons for contraceptive use, by age, April 2015
            • Beyond function, highlight intensifying features
              • Figure 5: Any interest in select condom enhancement features and any importance of select personal lubricant features, April 2015
            • Appeal to the health conscious consumer
              • Figure 6: Any interest in natural condom features and any importance of natural lubricant features, April 2015
            • What it means
            • The Market – What You Need to Know

              • Category begins to stabilize
                • Emergency contraceptives driving growth of category
                  • Category influenced by economic trends, pharmaceutical competition
                  • Market Size and Forecast

                    • Historic and projected sales performance of OTC contraceptives
                      • Figure 7: Total US sales and fan chart forecast of OTC contraceptives, at current prices, 2010-20
                      • Figure 8: Total US sales and forecast of OTC contraceptives, at current prices, 2010-20
                  • Market Breakdown

                    • Female contraceptives gain, while personal lubricants struggle
                      • Figure 9: Sales of OTC contraceptives, by segment, 2010-15 (est)
                  • Market Factors

                    • Birth rates declined for women under age 30
                      • Figure 10: Birth rates, by specified age of mother, 1990-2013
                      • Figure 11: Reasons for Contraception use, females by age, April 2015
                    • Legislation and Affordable Care Act influences contraception usage
                      • Motivations for using contraceptives changes with age
                        • Figure 12: Select contraceptive usage, by age, April 2015
                        • Figure 13: Sexual activity, by age, April 2015
                    • Key Players – What You Need to Know

                      • MULO contraceptive sales are up 4.7% in 52-week period
                        • Products that focus on increasing sensitivity seeing success
                          • Health conscious consumers influence contraceptives
                          • Manufacturer Sales of Contraceptives and Personal Lubricant Products

                            • Amid category gains, leading brands struggle to grow
                              • Figure 14: MULO sales of male contraceptives, female contraceptives, and personal lubricants, rolling 52 weeks 2014 and 2015
                          • What’s Working?

                            • Less is more for condom users
                              • Technology and retailing drive emergency contraception growth
                                • Figure 15: MULO sales of select female contraceptives, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                • Figure 16: Display of Female Contraceptives Plan B and Take Action
                              • Engaging consumers through marketing campaigns
                                • Figure 17: Durex #Connected Campaign, March 2015
                                • Figure 18: Trojan Fifty Shades of Pleasure ad, February 2015
                                • Figure 19: Durex extra sensitive ultra-thin condoms and Trojan double ecstasy condoms
                            • What’s Struggling?

                              • Synthetic and artificial additives don’t align with interests
                                • Figure 20: Mulo sales of select male contraceptives, rolling 52 weeks ending Mar. 22, 2015
                              • Female condom least appealing contraceptive to women
                                • Figure 21: Female contraceptive use, by women, April 2015
                            • What’s Next?

                              • Natural and safe
                                • Figure 22: Good clean love- restore moisturizing personal lubricant
                                • Figure 23: Any interest in natural condom features and any importance of natural lubricant features, April 2015
                              • Creative textures and designs offer a new feel
                                • Figure 24: Not Just Condoms-Dotted condoms, Durex Play Intimate Lube, Durex Love-box condoms
                            • The Consumer – What You Need to Know

                              • Pregnancy prevention is the most cited reason for using contraceptives
                                • Women prioritize products that are free from harmful ingredients
                                  • Brands focused on improving the experience stand to gain
                                  • Use of and Reasons for Using Contraceptives

                                    • Accessibility makes condoms most used form of contraception
                                      • Figure 25: Top three contraceptive types used, by gender, April 2015
                                      • Figure 26: Typical demographic of male contraceptive user, April 2015
                                    • Prescription birth control user
                                      • Figure 27: Typical demographic of prescription birth control user, April 2015
                                    • Pregnancy prevention continues as primary reason for use
                                      • Figure 28: Top 3 Reasons for contraceptive use, by gender, April 2015
                                  • Interest in Condom Innovations

                                    • Men motivated by features that enhance sexual experience
                                      • Figure 29: Any interest in condom innovations, by gender, April 2015
                                    • Focus on males aged 18-34 for cause marketing
                                      • Figure 30: Any interest in select condom attributes, by gender and age, April 2015
                                    • Women more health focused, interested in package design
                                      • Figure 31: L. condoms
                                      • Figure 32: Lovability condoms
                                  • Perception of Brand Attributes

                                    • Perceived attributes indistinguishable among brands
                                      • Figure 33: Attributes associated with condom brands, April 2015
                                  • Use of and Reasons for Using Personal Lubricants

                                    • Personal lubricant user
                                      • Figure 34: Typical demographic of personal lubricant user, April 2015
                                      • Figure 35: Use of personal lubricants and any importance of product characteristics, by gender, April 2015
                                  • Appendix – Data Sources and Abbreviations

                                    • Data sources
                                      • Sales data
                                        • Fan chart forecast
                                          • Consumer survey data
                                          • Appendix – The Market

                                              • Figure 36: Total US sales and forecast of OTC contraceptives, at inflation-adjusted prices, 2010-20
                                              • Figure 37: Total US retail sales of OTC contraceptives, by channel, at current prices, 2010-15
                                              • Figure 38: Total US retail sales of OTC contraceptives, by channel, at current prices, 2013 and 2015
                                          • Appendix – Key Players

                                              • Figure 39: MULO sales of male contraceptives, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                              • Figure 40: MULO sales of female contraceptives, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                              • Figure 41: MULO sales of personal lubricants, by leading companies and brands, rolling 52 weeks 2014 and 2015

                                          Companies Covered

                                          To learn more about the companies covered in this report please contact us.

                                          Contraceptives - US - July 2015

                                          £3,277.28 (Excl.Tax)