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Contraceptives - US - June 2010

The U.S. market for OTC contraceptives sold through food, drug, mass and convenience stores has posted solid sales growth between 2004 and 2010, driven by a range of dynamic factors. These factors include the high number of consumers who wish to avoid pregnancy, specific demographics who are the most likely to use condoms (including those aged 18-34, men and minorities) and the prevention of STDs. This report offers close analysis of these factors, as well as a thorough investigation of the following:

  • The increasing role of sexual enhancement products in the market, as consumer perception of sexual health evolves and mass stores open their aisles to products that were previously sold through outside channels or kept behind the pharmacy counter
  • The dominance of condoms in the market and the growth of the emergency contraceptives category through sales of Plan B and Plan B One Step
  • The competition between Rx and OTC products and how OTC can attract more users
  • Innovations in the condom category that seek to enhance pleasure, as well as profiles of new sexual wellness products

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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

                      • Contraceptives steadily grow sales
                        • Condoms far outsell all other segments
                          • Drug and c-stores lead the market
                            • A market driven by demographics and pregnancy and STD prevention
                              • Use driven by age, gender and race/Hispanic origin
                                • Pregnancy prevention is primary reason for use, STD prevention still carries weight
                                  • Church & Dwight leads with Trojan; Teva Women’s Health follows with Plan B
                                    • Product usage and reasons for use
                                      • Female-specific contraceptive products
                                        • Contraception preferences
                                          • Spotlight on condoms
                                            • Birth control pills
                                              • Product trial and interest
                                                • Non-users
                                                  • Race and Hispanic origin
                                                  • Insights and Opportunities

                                                    • Discreet packaging could lead to more sales to bashful buyers
                                                      • Increased focus on the “fun” in condoms
                                                        • Condom brands should spotlight the side effects of other methods to young adult consumers
                                                        • Inspire Insights

                                                            • Trend: Minimize Me
                                                              • What it’s about
                                                                • Minimization and contraceptives
                                                                  • Trends: Learning Through Play and No Boundaries
                                                                    • What it’s about
                                                                      • Play, boundaries, and contraceptives
                                                                      • Market Size and Forecast

                                                                        • Key points
                                                                          • Pregnancy prevention is the primary driver for contraceptive sales
                                                                            • Demographics heavily impact sales
                                                                              • Growing acceptance of sexual wellness helps drive sales of enhancement products
                                                                                • Sales and forecast of market
                                                                                  • Figure 1: FDMx and c-store retail sales and forecast of contraceptives, at current prices, 2004-14
                                                                                  • Figure 2: FDMx and c-store retail sales and forecast of contraceptives, at inflation-adjusted prices, 2004-14
                                                                              • Competitive Context

                                                                                • Rx products compete with OTC
                                                                                  • The pill
                                                                                    • Figure 3: Yaz television ad, 2009
                                                                                  • The vaginal ring
                                                                                    • Figure 4: NuvaRing television ad, 2009
                                                                                  • Intimacy health brands compete for consumers
                                                                                  • Segment Performance

                                                                                    • Key points
                                                                                      • Male contraceptives overwhelmingly lead the FDMx and c-store market
                                                                                        • Sales of contraceptives, by segment
                                                                                          • Figure 5: FDMx and c-store sales of contraceptives, segmented by type, 2008 and 2009
                                                                                      • Segment Performance—Male Contraceptives

                                                                                        • Key points
                                                                                          • Male contraceptives grow steadily and healthily
                                                                                            • Sales and forecast of male contraceptives
                                                                                              • Figure 6: FDMx and c-store sales and forecast of male contraceptives, at current prices, 2004-14
                                                                                          • Segment Performance—Female Contraceptives

                                                                                            • Key points
                                                                                              • Plan B responsible for sales gains in female contraceptives
                                                                                                • Sales and forecast of female contraceptives
                                                                                                  • Figure 7: FDMx sales and forecast of female contraceptives, at current prices, 2004-14
                                                                                              • Segment Performance—Sexual Enhancement Products

                                                                                                • Key points
                                                                                                  • Sexual enhancement products go mainstream
                                                                                                    • Sales and forecast of sexual enhancement products
                                                                                                      • Figure 8: FDMx sales and forecast of sexual enhancement products, at current prices, 2004-14
                                                                                                  • Retail Channels

                                                                                                    • Drug stores lead FDMx market, but c-stores outsell all channels through sales of condoms
                                                                                                      • Sales of contraceptives, by channel
                                                                                                        • Figure 9: FDMx and c-store retail sales of contraceptives, by channel, 2008 and 2009
                                                                                                    • Retail Channels—Convenience Stores

                                                                                                      • Key point
                                                                                                        • C-stores lead based on sales of condoms alone
                                                                                                          • C-store sales of contraceptives
                                                                                                            • Figure 10: U.S. c-store sales of contraceptives, at current prices, 2004-09
                                                                                                        • Retail Channels—Drug Stores

                                                                                                          • Key points
                                                                                                            • Pharmacies are a draw for contraceptive buyers
                                                                                                              • Drug store sales of contraceptives
                                                                                                                • Figure 11: U.S. drug store sales of contraceptives, at current prices, 2004-09
                                                                                                            • Retail Channels—Other FDMx

                                                                                                              • Key points
                                                                                                                • Other channels are hard pressed to match drug and c-store sales
                                                                                                                  • Other FDMx sales of contraceptives
                                                                                                                    • Figure 12: U.S. other FDMx store sales of contraceptives, at current prices, 2004-09
                                                                                                                • Market Drivers

                                                                                                                  • Those aged 18-44 will help grow the market most
                                                                                                                      • Figure 13: Use of condoms, by age, November 2008-December 2009
                                                                                                                      • Figure 14: Population, by age, 2005-15
                                                                                                                    • Men use condoms more than women
                                                                                                                        • Figure 15: Use of condoms, by gender and males by age, November 2008-December 2009
                                                                                                                        • Figure 16: Male population, by age, 2005-15
                                                                                                                      • Minorities use condoms more than whites
                                                                                                                        • Figure 17: Use of condoms, by race/Hispanic origin and age, November 2008-December 2009
                                                                                                                        • Figure 18: Population, by race and Hispanic origin, 2005-15
                                                                                                                      • Preventing pregnancy is the main reason for use
                                                                                                                          • Figure 19: Reasons for using contraceptives, by gender, March 2010
                                                                                                                        • STD prevention is still important
                                                                                                                          • Figure 20: Rate of STDs in the U.S., 2003-08
                                                                                                                      • Leading Companies

                                                                                                                        • Key points
                                                                                                                          • Church & Dwight lead with Trojan, emergency contraceptives drive sales for Teva Women’s Health and Watson
                                                                                                                            • Manufacturer sales of contraceptives
                                                                                                                              • Figure 21: Select FDMx manufacturer sales of contraceptives in the U.S., 2009-10
                                                                                                                          • Brand Share—Male Contraceptives

                                                                                                                            • Trojan Magnum Ecstasy keeps C&D in the black
                                                                                                                              • Durex slips as Ansell capitalizes with its newest product: LifeStyles Skyn
                                                                                                                                • Manufacturer and brand sales of male contraceptives
                                                                                                                                  • Figure 22: Select FDMx brand sales and market share of male contraceptives in the U.S., 2009-10
                                                                                                                              • Brand Share—Female Contraceptives

                                                                                                                                • Teva Women’s Health and Watson clean up with emergency contraceptives
                                                                                                                                  • Manufacturer and brand sales of female contraceptives
                                                                                                                                    • Figure 23: Select FDMx brand sales and market share of female contraceptives in the U.S., 2009-10
                                                                                                                                • Brand Share—Sexual Enhancement Products

                                                                                                                                  • The major condom brands lead the enhancements segment
                                                                                                                                    • Manufacturer and brand sales of sexual enhancement products
                                                                                                                                      • Figure 24: Select FDMx brand sales and market share of sexual enhancement products in the U.S., 2009-10
                                                                                                                                  • Innovation and Innovators

                                                                                                                                    • Enhancement supplements heat up the market
                                                                                                                                      • Playful products
                                                                                                                                        • Enhanced condoms signify the emphasis on pleasure
                                                                                                                                        • Brands and the Advertising Landscape

                                                                                                                                          • Overview of the brand landscape
                                                                                                                                            • Trojan
                                                                                                                                                • Figure 25: Brand analysis of Trojan, 2010
                                                                                                                                              • Trojan online
                                                                                                                                                • Trojan TV commercials
                                                                                                                                                  • Figure 26: Trojan Fire & Ice television ad, 2010
                                                                                                                                                  • Figure 27: Trojan Ecstasy television ad, 2010
                                                                                                                                                • Plan B
                                                                                                                                                  • Figure 28: Brand analysis of Plan B One-Step, 2010
                                                                                                                                                • Plan B online
                                                                                                                                                • Overall Contraceptive Usage

                                                                                                                                                  • Key points
                                                                                                                                                    • Usage highest among women and those aged 25-34
                                                                                                                                                      • Figure 29: Summary of current use of any form of contraceptive, by gender and age, March 2010
                                                                                                                                                    • Most use contraceptives to prevent pregnancy; less than half to avoid STDs
                                                                                                                                                      • Figure 30: Reasons for using contraceptives, by gender and age, March 2010
                                                                                                                                                  • Usage by Product Type

                                                                                                                                                    • Key points
                                                                                                                                                      • Condoms
                                                                                                                                                        • Figure 31: Usage of condoms, by gender and age, March 2010
                                                                                                                                                      • Vasectomy/tubal ligation/sterilization
                                                                                                                                                        • Figure 32: Usage of vasectomy/tubal ligation/sterilization, by gender and age, March 2010
                                                                                                                                                      • Natural (rhythm method)
                                                                                                                                                        • Figure 33: Usage of rhythm method, by gender and age, March 2010
                                                                                                                                                      • Spermicide
                                                                                                                                                        • Figure 34: Usage of spermicide, by gender and age, March 2010
                                                                                                                                                    • Female Only Contraceptive Products

                                                                                                                                                      • Key points
                                                                                                                                                        • Birth control pill/oral contraceptives
                                                                                                                                                          • Figure 35: Usage of birth control pill/oral contraceptives, by age, March 2010
                                                                                                                                                        • Intrauterine device (IUD)
                                                                                                                                                          • Figure 36: Usage of IUD, by age, March 2010
                                                                                                                                                        • Birth control injection/shot
                                                                                                                                                          • Figure 37: Usage of birth control injection/shot, by age, March 2010
                                                                                                                                                        • Vaginal ring
                                                                                                                                                          • Figure 38: Usage of vaginal ring, by age, March 2010
                                                                                                                                                        • Birth control implant
                                                                                                                                                          • Figure 39: Usage of birth control implant, by age, March 2010
                                                                                                                                                        • Female condom
                                                                                                                                                          • Figure 40: Usage of female condom, by age, March 2010
                                                                                                                                                        • Sponge
                                                                                                                                                          • Figure 41: Usage of the sponge, by age, March 2010
                                                                                                                                                        • Diaphragm
                                                                                                                                                          • Figure 42: Usage of diaphragm, by age, March 2010
                                                                                                                                                        • The patch
                                                                                                                                                          • Figure 43: Usage of the patch, by age, March 2010
                                                                                                                                                      • Contraception Preferences

                                                                                                                                                        • Key points
                                                                                                                                                          • Nearly half do not use contraceptives for oral sex
                                                                                                                                                              • Figure 44: Attitudes towards contraceptives, by gender and age, March 2010
                                                                                                                                                          • Spotlight on Condoms

                                                                                                                                                            • Key points
                                                                                                                                                              • A majority do not use condoms; men, those aged 18-34 most likely to use
                                                                                                                                                                • Figure 45: Use of condoms, by gender and age, November 2008-December 2009
                                                                                                                                                              • Condom brands used
                                                                                                                                                                • Figure 46: Brands of condoms used, by gender and age, November 2008-December 2009
                                                                                                                                                              • Concerns
                                                                                                                                                                • Figure 47: Concerns about condoms, by gender and age, March 2010
                                                                                                                                                              • Acquisition and brand selection
                                                                                                                                                                • Figure 48: Acquisition of condoms, by gender and age, March 2010
                                                                                                                                                              • Usage and preferences
                                                                                                                                                                • Figure 49: Usage and preferences of condoms, by gender and age, March 2010
                                                                                                                                                            • Birth Control Pills

                                                                                                                                                              • Key points
                                                                                                                                                                • Attitudes and usage
                                                                                                                                                                  • Figure 50: Attitudes towards and usage of birth control pills, March 2010
                                                                                                                                                                • Concerns
                                                                                                                                                                  • Figure 51: Concerns about birth control pills, by age, March 2010
                                                                                                                                                                • The pill and insurance
                                                                                                                                                                  • Figure 52: Insurance coverage of birth control pills, March 2010
                                                                                                                                                              • Product Trial and Interest

                                                                                                                                                                • Key points
                                                                                                                                                                  • Extra-thin condoms, lubricant are of most use/interest
                                                                                                                                                                    • Figure 53: Usage of various types of condoms and sexual enhancement products, March 2010
                                                                                                                                                                  • Extra-thin condoms
                                                                                                                                                                    • Figure 54: Usage of extra-thin condoms, by gender and age, March 2010
                                                                                                                                                                    • Figure 55: Usage of extra-thin condoms, by household income, March 2010
                                                                                                                                                                  • Warming lubricant
                                                                                                                                                                    • Figure 56: Usage of warming lubricant, by gender and age, March 2010
                                                                                                                                                                    • Figure 57: Usage of warming lubricant, by household income, March 2010
                                                                                                                                                                  • Condoms with warming lubricant
                                                                                                                                                                    • Figure 58: Usage of condoms with warming lubricant, by gender and age, March 2010
                                                                                                                                                                    • Figure 59: Usage of condoms with warming lubricant, by household income, March 2010
                                                                                                                                                                  • Vibrating condoms
                                                                                                                                                                    • Figure 60: Usage of vibrating condoms, by gender and age, March 2010
                                                                                                                                                                    • Figure 61: Usage of vibrating condoms, by household income, March 2010
                                                                                                                                                                  • Enhancement gel or lubricant
                                                                                                                                                                    • Figure 62: Usage of enhancement gel or lubricant, by gender and age, March 2010
                                                                                                                                                                    • Figure 63: Usage of enhancement gel or lubricant, by household income, March 2010
                                                                                                                                                                  • Flavored condoms
                                                                                                                                                                    • Figure 64: Usage of flavored condoms, by gender and age, March 2010
                                                                                                                                                                    • Figure 65: Usage of flavored condoms, by household income, March 2010
                                                                                                                                                                  • Climax-delaying condoms or lubricant
                                                                                                                                                                    • Figure 66: Usage of climax-delaying condoms or lubricant, by gender and age, March 2010
                                                                                                                                                                    • Figure 67: Usage of climax-delaying condoms or lubricant, by household income, March 2010
                                                                                                                                                                  • Plan B (“the morning after pill”)
                                                                                                                                                                    • Figure 68: Usage of Plan B (“the morning after pill”), by age, March 2010
                                                                                                                                                                • Non-Users

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Nearly one in six are not using any birth control
                                                                                                                                                                      • Figure 69: Summary of non-use of any form of contraceptive, by gender and age, March 2010
                                                                                                                                                                    • Reasons for not using birth control
                                                                                                                                                                        • Figure 70: Reasons for not using contraceptives, by gender and age, March 2010
                                                                                                                                                                    • Race and Hispanic Origin

                                                                                                                                                                        • Usage highest among Hispanics
                                                                                                                                                                          • Figure 71: Summary of current use of any form of contraceptive, and reasons for using, by race/Hispanic origin, March 2010
                                                                                                                                                                        • Hispanics most likely to use each of various contraceptive products
                                                                                                                                                                          • Figure 72: Current usage of various types of contraceptive, by race/Hispanic origin, March 2010
                                                                                                                                                                        • Attitudes towards contraceptives
                                                                                                                                                                          • Figure 73: Attitudes towards contraceptives, by race/Hispanic origin, March 2010
                                                                                                                                                                        • Ethnic concerns about condoms
                                                                                                                                                                          • Figure 74: Concerns about condoms, by race/Hispanic origin, March 2010
                                                                                                                                                                        • Condom acquisition/brand selection and preferences
                                                                                                                                                                          • Figure 75: Acquisition of condoms, by race/Hispanic origin, March 2010
                                                                                                                                                                          • Figure 76: Usage and preferences of condoms, by race/Hispanic origin, March 2010
                                                                                                                                                                        • Hispanics are the most interested in various sexual enhancement products
                                                                                                                                                                          • Figure 77: Usage of extra-thin condoms, by race/Hispanic origin, March 2010
                                                                                                                                                                      • Cluster Analysis

                                                                                                                                                                          • Experimenters
                                                                                                                                                                            • Who they are
                                                                                                                                                                              • Opportunity
                                                                                                                                                                                • Pleasure Seekers
                                                                                                                                                                                  • Who they are
                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                      • Disinterested
                                                                                                                                                                                        • Who they are
                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                            • Cluster characteristics
                                                                                                                                                                                              • Figure 78: Contraceptive clusters, March 2010
                                                                                                                                                                                              • Figure 79: Attitudes towards contraceptives, by contraceptive clusters, March 2010
                                                                                                                                                                                              • Figure 80: Condom concerns, acquisition and usage preferences, by contraceptive clusters, March 2010
                                                                                                                                                                                              • Figure 81: Usage of various types of condoms and sexual enhancement products, by contraceptive clusters, March 2010
                                                                                                                                                                                              • Figure 82: Usage of rhythm method, by contraceptive clusters, March 2010
                                                                                                                                                                                            • Cluster demographics
                                                                                                                                                                                              • Figure 83: Contraceptive clusters, by gender, March 2010
                                                                                                                                                                                              • Figure 84: Contraceptive clusters, by age, March 2010
                                                                                                                                                                                              • Figure 85: Contraceptive clusters, by household income, March 2010
                                                                                                                                                                                              • Figure 86: Contraceptive clusters, by race/Hispanic origin, March 2010
                                                                                                                                                                                            • Cluster methodology
                                                                                                                                                                                            • Custom Consumer Groups

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Single consumers most likely to be concerned about pregnancy and STDs
                                                                                                                                                                                                    • Figure 87: Reasons for using contraceptives, by marital status, March 2010
                                                                                                                                                                                                  • Singles and those in relationships represent high priority for marketers of the pill and condoms
                                                                                                                                                                                                      • Figure 88: Usage of various contraceptive methods, by marital status, March 2010
                                                                                                                                                                                                    • Singles and those living with a partner most interested in sexual enhancement products
                                                                                                                                                                                                        • Figure 89: Usage of various types of condoms and sexual enhancement products, by marital status, March 2010
                                                                                                                                                                                                    • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                      • Usage
                                                                                                                                                                                                        • Figure 90: Usage of contraceptives, by household income, March 2010
                                                                                                                                                                                                        • Figure 91: Usage of female-specific contraceptives, by household income, March 2010
                                                                                                                                                                                                      • Spotlight on condoms
                                                                                                                                                                                                        • Figure 92: Types of condoms used, by gender and age, November 2008-December 2009
                                                                                                                                                                                                        • Figure 93: Condom concerns, acquisition and usage preferences, by household income, March 2010
                                                                                                                                                                                                    • Appendix: Trade Associations

                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                      • American Medical Women’s Association
                                                                                                                                                                                                      • American Pharmacists Association (APhA)
                                                                                                                                                                                                      • Ansell Healthcare Incorporated
                                                                                                                                                                                                      • Association of Reproductive Health Professionals
                                                                                                                                                                                                      • Bayer Corporation
                                                                                                                                                                                                      • Church & Dwight Co. Inc
                                                                                                                                                                                                      • Food and Drug Administration
                                                                                                                                                                                                      • Henry J. Kaiser Family Foundation
                                                                                                                                                                                                      • The New York Times Company
                                                                                                                                                                                                      • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                      • U.S. Bureau of the Census
                                                                                                                                                                                                      • Walmart Stores (USA)
                                                                                                                                                                                                      • Watson Pharmaceuticals, Inc.
                                                                                                                                                                                                      • World Health Organization
                                                                                                                                                                                                      • YouTube, Inc.

                                                                                                                                                                                                      Contraceptives - US - June 2010

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