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Sexual Health - UK - July 2011

“Many years ago Katherine Hamnett’s T-shirt designs incorporated a small condom pocket – could this return as a design feature, either by way of a condom brand extending into the underwear market or as a special line designed by an underwear company such as Calvin Klein?”

– Michelle Strutton, Senior Consumer Analyst

In this report we answer the key questions:

What are the trends in condom usage?

Where do people buy condoms, and where else would they buy from?

How much of a role does embarrassment play?

How important are older age groups to the market?

Definition:

Mintel defines contraceptives as including products used for birth control or as prophylactics to prevent sexually transmitted infections in sexual relationships.

Market size data used throughout the report only include sales of condoms through retail outlets bought without the need for a prescription.

Excluded

  • Emergency contraception (ie the morning-after pill) is not included in sales data although this method of contraception is mentioned where relevant.
  • Prescription-only contraceptives, such as oral contraceptives (‘the pill’), chemical, other barrier methods (eg diaphragms) and LARCs (long-acting reversible contraceptives) are not included in the sizing of the market, however, this report includes some data and discussion of these methods for the purposes of putting the market in context.
  • Other methods of birth control such as sterilisation, vasectomy or natural methods (Persona) are not included in market size but are referred to in order to indicate trends within the market.

All forms of contraception (including condoms and the morning-after pill) are available free on the NHS. No prescription charges are payable for any type of contraception. All forms are available free from family planning clinics and from some GPs.

Value figures throughout the report are estimates at retail selling prices (rsp) unless otherwise stated. Market values at 2011 prices have been calculated using Mintel’s chemists goods deflator.

Crown copyright material is reproduced with the permission of the Controller of HMSO and the Queen’s Printer for Scotland.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Best-and worst-case forecast retail value sales of condoms, 2006-16
              • Figure 2: Method of contraception used, May 2011
            • Market factors
              • Companies, brands and innovation
                • Figure 3: New product activity in sexual health market, by company, Jan 2008-June 2011
              • The consumer
                • Figure 4: Attitudes towards using contraception, May 2011
                • Figure 5: Attitudes towards buying and carrying condoms, May 2011
                • Figure 6: Alternative locations for buying condoms, May 2011
              • What we think
              • Issues in the Market

                  • What are the trends in condom usage?
                    • Where do people buy condoms, and where else would they buy from?
                      • How much of a role does embarrassment play?
                        • How important are older age groups to the market
                        • Future Opportunities

                            • Trend: Guiding Choice
                              • Trend: Extend My Brand
                              • Internal Market Environment

                                • Key points
                                  • Sex education inadequate in schools
                                    • Unplanned pregnancy
                                        • Figure 7: Conceptions to women aged under 18 – annual numbers and rates, 2004-09
                                      • STI rates – some sign of a turnaround?
                                        • Figure 8: New diagnoses of sexually transmitted infections in England and ratio of male to female*, 2008-10
                                      • Condoms: availability and usage
                                        • STIs are also increasing among the older age group of over 55s
                                          • Figure 9: Growth in number of selected STI diagnoses made at GUM clinics in England, all adults and over-45s, 2001-10
                                        • Cutback in public spending
                                          • Wider access to morning after pill
                                            • Emergence of online sexual health clinics
                                              • Changes to advertising guidelines for condoms
                                              • Broader Market Environment

                                                • Key points
                                                  • Not just an ageing population
                                                    • Figure 10: Trends in the age structure of the UK population, by gender, 2006-16
                                                  • Established and new relationships
                                                    • Figure 11: Marriage and divorce rates in England and Wales, 2006-09
                                                  • The durable institution
                                                    • Figure 12: Population in England and Wales, by partnership status and age, 2007 and forecasts to 2031
                                                  • Structural shift upmarket
                                                    • Figure 13: Forecast adult population trends, by socio-economic group, 2006-16
                                                • Competitive Context

                                                  • Key points
                                                    • Trends in contraception methods
                                                      • Figure 14: Trends in primary contraceptive methods (England), 2005-10
                                                    • The female experience
                                                      • Figure 15: Trends in women’s use of contraceptives (England), 2005-10
                                                    • Oral contraception dominates
                                                      • Figure 16: Contraceptive prescription items dispensed in the community (England), 2005-10
                                                    • Surgical options losing favour
                                                      • Figure 17: Sterilisations and vasectomies (England), 2005-09
                                                  • Who’s Innovating?

                                                    • Key points
                                                      • Mobile phone kits to diagnose STDs
                                                        • More choice in an emergency
                                                          • Reduced NPD
                                                            • Figure 18: New product activity in sexual health market, by company, Jan 2008-June 2011
                                                          • Discreet and cheap – and that’s not all
                                                            • Ethical considerations
                                                              • Targeting younger people
                                                                • Packaging
                                                                • Strengths and Weaknesses in the Market

                                                                  • Strengths
                                                                    • Weaknesses
                                                                    • Market Value and Forecast

                                                                      • Key points
                                                                        • Sales of condoms flagging
                                                                            • Figure 19: UK retail value sales of condoms, 2006-16
                                                                          • Emergency contraception
                                                                            • The future
                                                                              • Figure 20: UK best- and worst-case forecast retail value sales of condoms, 2006-16
                                                                            • Forecast methodology
                                                                            • Market Share

                                                                              • Key points
                                                                                • Durex comfortably in the lead
                                                                                  • Figure 21: Estimated manufacturer/brand shares in UK value sales of condoms, 2011
                                                                                • Branding
                                                                                • Companies and Products

                                                                                  • Ansell Consumer Healthcare
                                                                                      • Figure 22: Key financial data for Ansell Consumer Healthcare Ltd, 2009-10
                                                                                      • Figure 23: New product launches by Ansell Consumer Healthcare in the UK sexual health market, Jan 2009-May 2011
                                                                                    • Bayer Healthcare Pharmaceuticals
                                                                                        • Figure 24: Key financial data for Bayer Plc, 2009-10
                                                                                      • Church & Dwight
                                                                                          • Figure 25: Key financial data for Church & Dwight UK Ltd, 2008-09
                                                                                        • Creative Conceptions
                                                                                            • Figure 18: New product launches by Creative Conceptions in the UK sexual health market, Jan 2009-May 2011
                                                                                          • Female Health Company
                                                                                              • Figure 27: Key financial data for The Female Health Company, 2009-10
                                                                                            • Pasante Healthcare
                                                                                                • Figure 28: New product launches by Pasante Healthcare in the UK sexual health market, Jan 2009-May 2011
                                                                                              • Reckitt Benckiser
                                                                                                  • Figure 29: Examples of new product launches by Durex in the UK sexual health market, Jan 2010-May 2011
                                                                                                • Sutherland Health Group Plc
                                                                                                    • Figure 30: Key financial data for Sutherland Health Group Plc, 2009-10
                                                                                                • Brand Communication and Promotion

                                                                                                  • Key points
                                                                                                    • Limited ad support
                                                                                                      • Figure 31: Monitored media adspend on sexual health products, 2006-10
                                                                                                      • Figure 32: Monitored media adspend on sexual health products, % share by media type, 2007-10
                                                                                                    • Consumer discomfort
                                                                                                      • Another first
                                                                                                      • Channels to Market

                                                                                                        • Key points
                                                                                                            • Figure 33: UK retail distribution of condoms, by outlet type, 2010
                                                                                                          • Pricing and other factors
                                                                                                            • Figure 34: Selected examples of current condom pricing*, July 2011
                                                                                                          • Emergency contraception and CCCs
                                                                                                            • Figure 35: Occasions on which emergency contraceptives were dispensed at community contraception clinics, by type, 2005/06-2009/10
                                                                                                        • Consumer – Using and Buying Contraceptives and Protectives

                                                                                                          • Key points
                                                                                                            • Condoms top the poll
                                                                                                                • Figure 36: Methods of contraception and protection used, May 2011
                                                                                                              • Gender, age and sexuality
                                                                                                                • And region
                                                                                                                  • Non-users
                                                                                                                    • Condom purchase down
                                                                                                                      • Figure 37: Trends in purchasing of condoms in the last 12 months, 2006-10
                                                                                                                  • Consumer – Attitudes Towards Contraception and Protection

                                                                                                                    • Key points
                                                                                                                      • Responsibility
                                                                                                                        • Figure 38: Attitudes towards contraception, May 2011
                                                                                                                      • Trust
                                                                                                                        • Well-informed youth
                                                                                                                          • Casual users
                                                                                                                            • Changes in attitudes
                                                                                                                              • Figure 39: Attitudes towards contraception and protection, May 2008 and May 2011
                                                                                                                          • Consumer – Attitudes towards Buying and Carrying Condoms

                                                                                                                            • Key point
                                                                                                                                • Figure 40: Attitudes towards buying and carrying condoms, May 2011
                                                                                                                              • Planning ahead
                                                                                                                                • Giving the wrong idea
                                                                                                                                  • Discreet purchase
                                                                                                                                  • Consumer – Sources of Purchase

                                                                                                                                    • Key points
                                                                                                                                      • Multiple sources
                                                                                                                                        • Figure 41: Outlets where condoms are purchased, May 2011
                                                                                                                                      • User demographics
                                                                                                                                        • Different outlets
                                                                                                                                          • Figure 42: Attitudes towards buying and carrying condoms, by selected outlets where condoms are purchased, May 2011
                                                                                                                                        • Alternative sources
                                                                                                                                            • Figure 43: Where condoms would be purchased, May 2011
                                                                                                                                          • Alternative brands of condoms
                                                                                                                                              • Figure 44: Brand of condoms people would buy, May 2011
                                                                                                                                          • Consumer Typologies

                                                                                                                                            • Key points
                                                                                                                                                • Figure 45: Marketing targets for condoms, May 2011
                                                                                                                                              • Group 1 – Relaxed (12%)
                                                                                                                                                • Who are they
                                                                                                                                                  • Marketing message
                                                                                                                                                    • Group 2 – Savvy Youth (10%)
                                                                                                                                                      • Who are they
                                                                                                                                                        • Marketing message
                                                                                                                                                          • Group 3 – Unengaged (16%)
                                                                                                                                                            • Who are they
                                                                                                                                                              • Marketing message
                                                                                                                                                                • Group 4 – Prepared (23%)
                                                                                                                                                                  • Who are they
                                                                                                                                                                    • Marketing message
                                                                                                                                                                      • Group 5 – Reticent (40%)
                                                                                                                                                                        • Who are they
                                                                                                                                                                          • Marketing message
                                                                                                                                                                          • Appendix – Internal Market Environment

                                                                                                                                                                              • Figure 46: New diagnoses of sexually transmitted infections in England*, 2008-10
                                                                                                                                                                          • Appendix – Methods of Contraception

                                                                                                                                                                              • Figure 47: Methods of contraception used, by demographics, May 2011
                                                                                                                                                                          • Appendix – Condom Purchase

                                                                                                                                                                              • Figure 48: Purchasing of condoms in the last 12 months, by demographics, 2010
                                                                                                                                                                              • Figure 49: Purchasing of condoms in the last 12 months, by demographics, 2010
                                                                                                                                                                              • Figure 50: Purchasing of condoms in the last 12 months, by demographics, 2010
                                                                                                                                                                              • Figure 51: Trends in purchasing of condoms in the last 12 months, 2006-10
                                                                                                                                                                              • Figure 52: Trends in purchasing of condoms in the last 12 months, 2006-10
                                                                                                                                                                          • Appendix – Attitudes Towards Contraception and Protection

                                                                                                                                                                              • Figure 53: Most popular attitudes towards contraception, by demographics, May 2011
                                                                                                                                                                              • Figure 54: Next most popular attitudes towards contraception, by demographics, May 2011
                                                                                                                                                                              • Figure 55: Other attitudes towards contraception, by demographics, May 2011
                                                                                                                                                                              • Figure 56: Attitudes towards condoms, May 2011
                                                                                                                                                                              • Figure 57: Agreement with the statements ‘I carry condoms even if I don’t have a regular partner/I’m not in a relationship, just in case’ and ‘I stock up with condoms if I see them on special offer’, by demographics, May 2011
                                                                                                                                                                              • Figure 58: Agreement with the statements ‘I don’t like buying condoms from a supermarket because it’s embarrassing’ and ‘I don’t carry condoms because I think it can give the wrong impression’, by demographics, May 2011
                                                                                                                                                                              • Figure 59: Agreement with the statements ‘I would buy condoms on subscription, ie for a company to send me a certain number of condoms on a monthly basis’ and ‘I don’t carry condoms with me because the packaging isn’t discreet enough’, by demographics, May 2011
                                                                                                                                                                              • Figure 60: Agreement with the statement ‘I buy condoms from a vending machine at its more discreet’, by demographics, May 2011
                                                                                                                                                                          • Appendix – Sources of Purchase

                                                                                                                                                                              • Figure 61: Most popular outlets condoms are purchased from, by demographics, May 2011
                                                                                                                                                                              • Figure 62: Next most popular outlets condoms are purchased from, by demographics, May 2011
                                                                                                                                                                              • Figure 63: Where condoms would be purchased, by demographics, May 2011
                                                                                                                                                                              • Figure 64: Most popular brand of condoms people would buy, by demographics, May 2011
                                                                                                                                                                              • Figure 65: Next most popular brand of condoms people would buy, by demographics, May 2011
                                                                                                                                                                              • Figure 66: Where condoms would be purchased, by outlets condoms are purchased from, May 2011
                                                                                                                                                                              • Figure 67: Where condoms would be purchased, by most popular brand of condoms people would buy, May 2011
                                                                                                                                                                              • Figure 68: Where condoms would be purchased, by next most popular brand of condoms people would buy, May 2011
                                                                                                                                                                          • Appendix – Consumer Typologies

                                                                                                                                                                              • Figure 69: Target groups, by demographics, May 2011
                                                                                                                                                                              • Figure 70: Attitudes towards contraception, by target groups, May 2011
                                                                                                                                                                              • Figure 71: Outlets condoms are purchased from, by target groups, May 2011
                                                                                                                                                                              • Figure 72: Attitudes towards condoms, by target groups, May 2011
                                                                                                                                                                              • Figure 73: Where condoms would be purchased, by target groups, May 2011

                                                                                                                                                                          Companies Covered

                                                                                                                                                                          • Advertising Standards Authority
                                                                                                                                                                          • Agent Provocateur Ltd
                                                                                                                                                                          • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                          • Alliance Boots UK Retail
                                                                                                                                                                          • Ann Summers Ltd
                                                                                                                                                                          • Ansell Limited
                                                                                                                                                                          • Asda Group Ltd
                                                                                                                                                                          • ASOS (UK retail sales)
                                                                                                                                                                          • Bank of England
                                                                                                                                                                          • Bayer AG
                                                                                                                                                                          • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                          • Calvin Klein, Inc.
                                                                                                                                                                          • Channel 4
                                                                                                                                                                          • Church & Dwight UK Ltd
                                                                                                                                                                          • Co-operative Group
                                                                                                                                                                          • Committee of Advertising Practice (CAP)
                                                                                                                                                                          • Condomi Health (UK) Ltd
                                                                                                                                                                          • Creative Conceptions
                                                                                                                                                                          • Diesel
                                                                                                                                                                          • FairSquared
                                                                                                                                                                          • Female Health Company (UK) plc (The)
                                                                                                                                                                          • Freeview
                                                                                                                                                                          • French Connection (Retail)
                                                                                                                                                                          • French Letter Condoms
                                                                                                                                                                          • General Medical Council
                                                                                                                                                                          • Gillette UK Ltd
                                                                                                                                                                          • Government Actuary's Department (GAD)
                                                                                                                                                                          • H&M Hennes & Mauritz
                                                                                                                                                                          • Health Protection Agency
                                                                                                                                                                          • Holland & Barrett Retail Ltd
                                                                                                                                                                          • J. Sainsbury
                                                                                                                                                                          • Kantar Media
                                                                                                                                                                          • Lidl (UK)
                                                                                                                                                                          • Lloyds Retail Chemists Ltd
                                                                                                                                                                          • Marks & Spencer
                                                                                                                                                                          • Mates Healthcare
                                                                                                                                                                          • mmO2 plc
                                                                                                                                                                          • Netto Foodstores Ltd
                                                                                                                                                                          • Office for National Statistics
                                                                                                                                                                          • Orange plc (UK)
                                                                                                                                                                          • Pasante Healthcare Ltd
                                                                                                                                                                          • Reckitt Benckiser (UK)
                                                                                                                                                                          • Reckitt Benckiser plc
                                                                                                                                                                          • Red Bull UK
                                                                                                                                                                          • Schering Healthcare Ltd
                                                                                                                                                                          • Sexual Health Group Plc
                                                                                                                                                                          • SSL International Plc
                                                                                                                                                                          • Superdrug Stores Plc
                                                                                                                                                                          • SuperGroup Plc (Retail)
                                                                                                                                                                          • Sutherland Health Group
                                                                                                                                                                          • T-Mobile (UK) Ltd
                                                                                                                                                                          • Tesco Plc
                                                                                                                                                                          • The Vegan Society
                                                                                                                                                                          • The Vegetarian Society of the UK
                                                                                                                                                                          • Topman old
                                                                                                                                                                          • Topshop old
                                                                                                                                                                          • Virgin Group Ltd.
                                                                                                                                                                          • Vodafone Group Plc (UK)
                                                                                                                                                                          • Waitrose
                                                                                                                                                                          • Wm Morrison Supermarkets

                                                                                                                                                                          Sexual Health - UK - July 2011

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