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OTC Contraceptives - US - July 2014

“Despite an uptick in sales from 2013-14, the contraceptives market is still up against several challenges. An aging population puts downward pressure on the market, as usage declines among older, monogamous couples. Furthermore, competition from distribution of free or low-cost contraceptives cuts into sales.”
– Emily Krol, Health and Wellness Analyst

This report looks at the following issues:

  • Most people stop using contraceptives in a monogamous relationship
  • Despite high rates of STDs/STIs, contraceptives are mainly used for pregnancy prevention
  • Free contraceptives are a competitive threat

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Table of contents

  1. Scope and Themes

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

                  • Overview
                    • The market
                      • Figure 1: Total US sales and fan chart forecast of OTC contraceptives, at current prices, 2009-19
                    • Market segmentation
                      • Figure 2: Total US retail sales of contraceptives and personal lubricants, by segment, at current prices, 2009-14
                    • What’s driving the market?
                      • Contraceptives market impacted by health legislation
                        • Women delaying pregnancy, having fewer children drives need
                          • Aging population less likely to use contraception
                            • Growth of non-White population segments
                              • High rates of STDs/STIs
                                • The consumer
                                  • Product usage
                                    • Figure 3: Contraceptive product usage, by gender and age, April 2014
                                  • Opportunities for discreet shopping
                                    • Interest in product innovations
                                      • Figure 4: Usage of and interest in product innovations, April 2014
                                    • Attitudes toward sexual health
                                      • Figure 5: Attitudes toward sexual health and pregnancy prevention, April 2014
                                    • What we think
                                    • Issues and Insights

                                        • Most people stop using contraceptives in a monogamous relationship
                                          • The issues
                                            • The implications
                                              • Despite high rates of STDs/STIs, contraceptives are mainly used for pregnancy prevention
                                                • The issues
                                                  • The implications
                                                    • Free contraceptives are a competitive threat
                                                      • The issues
                                                        • The implications
                                                        • Trend Applications

                                                            • Trend: FSTR HYPR
                                                              • Trend: Without a Care
                                                                • Mintel Futures: Generation Next
                                                                • Market Size and Forecast

                                                                  • Key points
                                                                    • Sales and forecast of OTC contraceptives
                                                                      • Figure 6: Total US retail sales and forecast of contraceptives and personal lubricants, at current prices, 2009-19
                                                                      • Figure 7: Total US sales and forecast contraceptives and personal lubricants, at inflation-adjusted prices, 2009-19
                                                                    • Despite a prime market, sales of OTC contraceptives struggle
                                                                      • Figure 8: Total US sales and fan chart forecast of contraceptives and personal lubricants, at current prices, 2009-19
                                                                    • Forecast methodology
                                                                    • Market Drivers

                                                                      • Key points
                                                                        • ACA, government legislation have polarizing implications
                                                                          • Rising incidence of STDs/STIs driving market
                                                                            • Sexually active aging population, grey divorce as positive indicators
                                                                              • Figure 9: US population estimates by age, 2009-19
                                                                            • Pregnancy prevention, economic factors impact demand for contraceptives
                                                                              • Figure 10: Total number of births in the US, fertility rate, 2002-12
                                                                            • Black, Hispanic consumers over index usage of contraceptives
                                                                              • Figure 11: Total US population by race and Hispanic origin, 2009-19
                                                                          • Competitive Context

                                                                            • Key points
                                                                              • Prescription birth control
                                                                                • Figure 12: Contraceptive product usage, April 2014
                                                                              • Free contraceptives
                                                                              • Segment Performance

                                                                                • Key points
                                                                                  • Sales shift from male to female contraceptives
                                                                                    • Figure 13: Total US retail sales of contraceptives and personal lubricants, by segment, at current prices, 2012 and 2014
                                                                                  • Sales of male contraceptives continue to lead, but struggle
                                                                                    • Figure 14: Total US retail sales and forecast of male contraceptives, at current prices, 2009-19
                                                                                  • Plan B fuels sales of female contraceptives
                                                                                    • Figure 15: Total US retail sales and forecast of female contraceptives, at current prices, 2009-19
                                                                                  • Personal lubricants can appeal to a wide range of users
                                                                                    • Figure 16: Total US retail sales and forecast of personal lubricants, at current prices, 2009-19
                                                                                • Retail Channels

                                                                                  • Key points
                                                                                    • Government legislation increases drug store contraceptive sales
                                                                                      • Sales of contraceptives and personal lubricants, by channel
                                                                                        • Figure 17: Total US retail sales of contraceptives and personal lubricants, by channel, at current prices, 2012-14
                                                                                      • Male contraceptive users more likely to purchase online
                                                                                        • Figure 18: Locations purchase contraceptives, April 2014
                                                                                    • Leading Companies

                                                                                      • Key points
                                                                                        • Personal lubricants sales help Church & Dwight retain market leader position
                                                                                          • OTC availability of emergency contraception drives market sales
                                                                                            • Private label trending down
                                                                                              • Manufacturer sales of OTC contraceptives
                                                                                                • Figure 19: MULO sales of contraceptives at retail, by leading companies, rolling 52-weeks 2013 and 2014
                                                                                            • Brand Share – Male Contraceptives

                                                                                              • Key points
                                                                                                • Church & Dwight continues to dominate male contraceptives segment
                                                                                                  • Sales of other and private label growing
                                                                                                    • Manufacturer sales of male contraceptives
                                                                                                      • Figure 20: MULO sales of male contraceptives at retail, by leading companies, rolling 52-weeks 2013 and 2014
                                                                                                    • Trojan preferred condom among users
                                                                                                      • Figure 21: Brands of condoms used, October 2007-December 2013
                                                                                                  • Brand Share – Female Contraceptives

                                                                                                    • Key points
                                                                                                      • Easier access to emergency contraception fuels sales of female contraceptives
                                                                                                        • Manufacturer sales of female contraceptives
                                                                                                          • Figure 22: MULO sales of female contraceptives at retail, by leading companies, rolling 52-weeks 2013 and 2014
                                                                                                      • Brand Share – Personal Lubricants

                                                                                                        • Key points
                                                                                                          • Newcomers boost sales of personal lubricants
                                                                                                            • Preference for name brands boosts market
                                                                                                              • Manufacturer sales of personal lubricants
                                                                                                                • Figure 23: MULO sales of personal lubricants at retail, by leading companies, rolling 52-weeks 2013 and 2014
                                                                                                              • K-Y still most used brand while others gain ground
                                                                                                                • Figure 24: Brands of personal lubricant used, by age and gender, November 2012-December 2013
                                                                                                            • Innovations and Innovators

                                                                                                              • New product launches of private label brands increasing
                                                                                                                • Water-based personal lubricants dominating new launches
                                                                                                                  • Condoms to enhance pleasure
                                                                                                                    • Other internal developments
                                                                                                                    • Marketing Strategies

                                                                                                                      • Overview of the brand landscape
                                                                                                                        • Aligning with pop culture
                                                                                                                          • Switching off and connecting
                                                                                                                            • Figure 25: Durex, “Turn off to turn on,” 2014
                                                                                                                          • Don’t fake it
                                                                                                                            • Figure 26: Durex, “Don’t Fake it,” 2014
                                                                                                                          • Encouraging men to be their best
                                                                                                                            • Figure 27: L. condoms, “A call to good men,” 2014
                                                                                                                            • Figure 28: Trojan, “Big Date,” 2014
                                                                                                                          • Pleasure enhancement for both parties
                                                                                                                            • Figure 29: Trojan, “Covered,” 2014
                                                                                                                            • Figure 30: Trojan lubricants print advertisement
                                                                                                                            • Figure 31: K-Y print advertisement
                                                                                                                        • Social Media

                                                                                                                            • Key points
                                                                                                                              • Market overview
                                                                                                                                • Key social media metrics
                                                                                                                                  • Figure 32: Key social media metrics, June 2014
                                                                                                                                • Brand usage and awareness
                                                                                                                                  • Figure 33: Brand usage and awareness for selected contraceptive brands, April 2014
                                                                                                                                • Interactions with contraceptive brands
                                                                                                                                  • Figure 34: Interactions with select contraceptive brands, April 2014
                                                                                                                                • Leading online campaigns
                                                                                                                                  • Educating consumers
                                                                                                                                    • AIDS awareness
                                                                                                                                      • Technology
                                                                                                                                        • What we think
                                                                                                                                          • Online conversations
                                                                                                                                            • Figure 35: Online conversations around selected contraceptive brands, by week, June 23, 2013-June 22, 2014
                                                                                                                                          • Where are people talking about contraceptive brands?
                                                                                                                                            • Figure 36: Online conversations around selected contraceptive brands, by page type, June 23, 2013-June 22, 2014
                                                                                                                                          • What are people talking about?
                                                                                                                                            • Figure 37: Topics of online conversations around selected contraceptive brands, June 23, 2013-June 22, 2014
                                                                                                                                        • Product Usage

                                                                                                                                          • Key points
                                                                                                                                            • Young, single men primary contraceptive users
                                                                                                                                              • Opportunity to appeal to sexually active women
                                                                                                                                                • Figure 38: Contraceptive product usage, by gender, April 2014
                                                                                                                                              • Contraceptive usage declines with age
                                                                                                                                                • Figure 39: Poster for “Up In Years” public service campaign
                                                                                                                                              • Older consumers, women key opportunity for personal lubricants
                                                                                                                                                • Figure 40: Contraceptive product usage, by age, April 2014
                                                                                                                                              • Contraceptive use lower among married couples
                                                                                                                                                • Figure 41: Contraceptive product usage, by marital status, April 2014
                                                                                                                                            • Reasons for Using Contraceptives

                                                                                                                                              • Key points
                                                                                                                                                • Pregnancy prevention top reason to use contraception
                                                                                                                                                  • Figure 42: Reasons for using contraceptives, by gender and marital status, April 2014
                                                                                                                                                • Enhancing pleasure
                                                                                                                                                  • Secondary benefits appeal to women
                                                                                                                                                    • Figure 43: Reasons for using contraceptives, by gender and age, April 2014
                                                                                                                                                • Usage of and Interest in Condom Innovations

                                                                                                                                                  • Key points
                                                                                                                                                    • Variety is the spice of life
                                                                                                                                                      • Demand for easier to use condoms
                                                                                                                                                        • Figure 44: Usage of and interest in condom innovations, April 2014
                                                                                                                                                      • Interest in added value, premium condoms
                                                                                                                                                        • Condoms on demand
                                                                                                                                                          • Figure 45: Usage of and interest in condom innovations – Have not tried but would consider trying, by gender and age, April 2014
                                                                                                                                                        • Nonmarried have higher interest in product attributes
                                                                                                                                                          • Figure 46: Usage of and interest in condom innovations – Have not tried but would consider trying, by gender and marital status, April 2014
                                                                                                                                                      • Usage of and Interest in Personal Lubricant Innovations

                                                                                                                                                        • Key points
                                                                                                                                                          • Innovation can lead to increased usage
                                                                                                                                                            • High interest for natural lubricants
                                                                                                                                                              • Figure 47: Sliquid product image
                                                                                                                                                              • Figure 48: Usage of and interest in personal lubricant innovations, April 2014
                                                                                                                                                            • Older men interested in lubricants that enhance experience
                                                                                                                                                              • Figure 49: Usage of and interest in personal lubricant innovations – Have not tried but would consider trying, by gender and age, April 2014
                                                                                                                                                            • Younger, single women also seek specific lubricant attributes
                                                                                                                                                              • Figure 50: Usage of and interest in personal lubricants innovations – Have not tried but would consider trying, by gender and marital status, April 2014
                                                                                                                                                          • Contraceptive Attitudes and Behaviors

                                                                                                                                                            • Key points
                                                                                                                                                              • High brand loyalty among condom users
                                                                                                                                                                • Figure 51: Condom usage overlap, by condom brand usage, April 2014
                                                                                                                                                              • Men more concerned with pleasure
                                                                                                                                                                • Figure 52: Condom frustrations, attitudes and behaviors toward contraceptives, by gender, April 2014
                                                                                                                                                              • Make selection process easier
                                                                                                                                                                • Figure 53: Walgreens.com screenshot
                                                                                                                                                                • Figure 54: Condom frustrations, attitudes and behaviors toward contraceptives, by age, April 2014
                                                                                                                                                            • Attitudes toward Sexual Health

                                                                                                                                                              • Key points
                                                                                                                                                                • Importance of sexual health recognized, but not acted on
                                                                                                                                                                  • Figure 55: Attitudes toward sexual health and pregnancy prevention, April 2014
                                                                                                                                                                • Being prepared is everyone’s responsibility
                                                                                                                                                                  • Younger adults embarrassed about sexual health
                                                                                                                                                                      • Figure 56: Agreement with attitudes toward sexual health and pregnancy prevention, by gender and age, April 2014
                                                                                                                                                                    • Relationship status impacts attitudes
                                                                                                                                                                      • Figure 57: Agreement with attitudes toward sexual health and pregnancy prevention, by gender and marital status, April 2014
                                                                                                                                                                  • Race and Hispanic Origin

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Higher usage among non-Whites
                                                                                                                                                                        • Figure 58: Contraceptive product usage, by race/Hispanic origin, April 2014
                                                                                                                                                                      • Blacks more likely to be invested in disease prevention
                                                                                                                                                                        • Figure 59: Reasons for using contraceptives, by race/Hispanic origin, April 2014
                                                                                                                                                                      • Hispanics report high usage of/interest in condom innovation
                                                                                                                                                                        • Figure 60: Usage of and interest in condom innovations – Any interest, by race/Hispanic origin, April 2014
                                                                                                                                                                      • Attitudes toward sexual health
                                                                                                                                                                        • Figure 61: Agreement with attitudes toward sexual health and pregnancy prevention, by race/Hispanic origin, April 2014
                                                                                                                                                                    • Appendix – Other Market Tables

                                                                                                                                                                      • Segment performance
                                                                                                                                                                        • Figure 62: Total US retail sales of contraceptives and personal lubricants, by segment, at current prices, 2012 and 2014
                                                                                                                                                                      • Retail channels
                                                                                                                                                                        • Figure 63: Total US retail sales of contraceptives and personal lubricants, by channel, at current prices, 2012-14
                                                                                                                                                                    • Appendix – Other Useful Consumer Tables

                                                                                                                                                                      • Demographics
                                                                                                                                                                        • Figure 64: Respondent marital status, by age, April 2014
                                                                                                                                                                        • Figure 65: Respondent age, by race/Hispanic origin, April 2014
                                                                                                                                                                        • Figure 66: Respondent marital status by race/Hispanic origin, April 2014
                                                                                                                                                                      • Sexually active
                                                                                                                                                                        • Figure 67: Sexual activity status, by gender and age, April 2014
                                                                                                                                                                      • Product usage
                                                                                                                                                                        • Figure 68: Contraceptive product usage, by gender and age, April 2014
                                                                                                                                                                      • Reasons for using
                                                                                                                                                                        • Figure 69: Reasons for using contraceptives, by gender, April 2014
                                                                                                                                                                        • Figure 70: Reasons for using contraceptives, by age, April 2014
                                                                                                                                                                        • Figure 71: Reasons for using contraceptives, by household income, April 2014
                                                                                                                                                                      • Purchase location
                                                                                                                                                                        • Figure 72: Locations purchase contraceptives, by age, April 2014
                                                                                                                                                                        • Figure 73: Locations purchase contraceptives, by race/Hispanic origin, April 2014
                                                                                                                                                                      • Usage of and interest in personal lubricants
                                                                                                                                                                        • Figure 74: Usage of and interest in condom innovations – Have tried, would consider using again, by gender and age, April 2014
                                                                                                                                                                      • Usage of and interest in condoms
                                                                                                                                                                        • Figure 75: Usage of and interest in condom innovations – Have tried, would consider using again, by gender and age, April 2014
                                                                                                                                                                      • Contraceptive attitudes
                                                                                                                                                                        • Figure 76: Condom frustrations, attitudes and behaviors toward contraceptives, by gender and age, April 2014
                                                                                                                                                                        • Figure 77: Condom frustrations, attitudes and behaviors toward contraceptives, by race/Hispanic origin, April 2014
                                                                                                                                                                        • Figure 78: Condom frustrations, attitudes and behaviors toward contraceptives, by contraceptive product usage, April 2014
                                                                                                                                                                      • Attitudes toward sexual health
                                                                                                                                                                        • Figure 79: Agreement with attitudes toward sexual health and pregnancy prevention, by gender, April 2014
                                                                                                                                                                        • Figure 80: Agreement with attitudes toward sexual health and pregnancy prevention, by age, April 2014
                                                                                                                                                                        • Figure 81: Attitudes toward sexual health and pregnancy prevention – Strongly agree, by sexually active status, April 2014
                                                                                                                                                                    • Appendix – Social Media

                                                                                                                                                                      • Brand usage or awareness
                                                                                                                                                                        • Figure 82: Brand usage or awareness, April 2014
                                                                                                                                                                        • Figure 83: Trojan usage or awareness, by demographics, April 2014
                                                                                                                                                                        • Figure 84: Durex usage or awareness, by demographics, April 2014
                                                                                                                                                                        • Figure 85: LifeStyles usage or awareness, by demographics, April 2014
                                                                                                                                                                        • Figure 86: Astroglide usage or awareness, by demographics, April 2014
                                                                                                                                                                        • Figure 87: K-Y usage or awareness, by demographics, April 2014
                                                                                                                                                                        • Figure 88: Plan B One-Step usage or awareness, by demographics, April 2014
                                                                                                                                                                      • Activities done
                                                                                                                                                                        • Figure 89: Activities done, April 2014
                                                                                                                                                                        • Figure 90: Trojan – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
                                                                                                                                                                      • Key social media metrics
                                                                                                                                                                        • Figure 91: Key social media metrics – Trojan, June 2014
                                                                                                                                                                        • Figure 92: Key social media metrics – Durex, June 2014
                                                                                                                                                                        • Figure 93: Key social media metrics – Astroglide, June 2014
                                                                                                                                                                        • Figure 94: Key social media metrics – Lifestyles, June 2014
                                                                                                                                                                        • Figure 95: Online conversations around selected contraceptive brands, by week, June 23, 2013-June 22, 2014
                                                                                                                                                                        • Figure 96: Online conversations around selected contraceptive brands, by page type, June 23, 2013-June 22, 2014
                                                                                                                                                                        • Figure 97: Topics of online conversations around selected contraceptive brands, June 23, 2013-June 22, 2014
                                                                                                                                                                    • Appendix – Trade Associations

                                                                                                                                                                      OTC Contraceptives - US - July 2014

                                                                                                                                                                      US $3,995.00 (Excl.Tax)