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Sexual Health - UK - July 2012

“Overall the sexual health picture is not as positive as might have been predicted a year ago. Perhaps for greatest overall effect messages have to be delivered at the point of sale, to emphasise the importance of consistent use of condoms. To reach non-regular users, maybe brands could consider taking the message into a typical social/sexual setting like a bar or club, through pack or display design or maybe event sponsorship.”

– Michelle Strutton, Senior Consumer Analyst

Some questions answered in this report include:

  • Is own-label increasing its threat to branded condoms?
  • How much impact does availability of free condoms have on the retail market?
  • Is embarrassment an issue for condom buyers?
  • What role does alcohol play?
  • What are the barriers to using condoms?

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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, 2007-17
            • Market factors
              • Figure 2: Tests and treatment for STIs, by age, May 2012
            • Companies and innovation
              • Figure 3: Estimated shares of value condom sales, 2011
            • The consumer
              • Attitudes towards contraception
                • Use of condoms
                  • Figure 4: Highest volume purchasers of condoms, by age (indexed), 2011
                • Attitudes towards condoms
                  • Figure 5: Attitudes towards condoms, May 2012
                • Experimenting with condoms
                  • Figure 6: Types of products condom users have used or would be interested in using, May 2012
                • Where people obtain condoms
                    • Figure 7: Non-mainstream outlets condom users would buy from, May 2012
                  • What we think
                  • Issues in the Market

                      • Is own-label increasing its threat to branded condoms?
                        • How much impact does availability of free condoms have on the retail market?
                          • Is embarrassment an issue for condom buyers?
                            • What role does alcohol play?
                              • What are the barriers to using condoms?
                              • Future Opportunities

                                  • Trend: Sense of the Intense
                                    • Trend: Transumers
                                      • Trend 2015: Old Gold
                                      • Internal Market Environment

                                        • Key points
                                          • A rising birth rate
                                            • Figure 8: Key live birth data, 1981-2010
                                          • Changing family formation
                                            • Figure 9: Families, by family type, UK, 2001 and 2010
                                          • Later parenting
                                            • Figure 10: Live births, by age of mother, 2006-10
                                          • Fewer young mothers
                                            • Figure 11: Conceptions to women aged under 18 – annual numbers and rates, 2006-10
                                          • Childless – by design or chance
                                            • Figure 12: Percentage of women in England and Wales remaining childless by their 30th birthday and completion of childbearing, by year of birth
                                          • Abortion rates fall – for younger women at least
                                            • Figure 13: Legal abortions, numbers and rates, 2006-11
                                          • Public spending cutbacks, and further cuts likely
                                            • STI rates – cause for concern
                                              • Figure 14: Tests and treatment for STIs, May 2012
                                              • Figure 15: New diagnoses of sexually transmitted infections in England and ratio of male to female*, 2008-11
                                          • Broader Market Environment

                                            • Key points
                                              • Alcohol and sex
                                                • Figure 16: Maximum drunk on any one day by those who consumed alcohol in the last week, by gender and age, Great Britain, 2010
                                              • Drinkers are cutting back
                                                • Figure 17: Average weekly alcohol consumption (units), by gender and age, Great Britain, 2006-10
                                                • Figure 18: Adults who have had unprotected sex after too much alcohol on at least one occasion in the past, by age, May 2012
                                              • Less stable family units
                                                • Figure 19: Household formations, UK, 2001 and 2010
                                              • Counting the pennies?
                                                • Figure 20: GDP, PDI and consumer expenditure, at constant 2007 prices, 2007-17
                                              • Structural shift upmarket
                                                • Figure 21: Forecast adult population trends, by socio-economic group, 2007-17
                                            • Competitive Context

                                              • Key points
                                                • Trends in contraception methods
                                                  • Figure 22: Trends in primary contraceptive methods (England), 2006/07-2010/11
                                                • Women’s choices
                                                  • Figure 23: Trends in women’s primary method of contraception (England), 2006/07-2010/11
                                                • Men’s choices
                                                  • Figure 24: Trends in men’s contraception via NHS CCCs (England), 2006/07-2010/11
                                                • Oral contraceptives – over 80% of prescriptions
                                                  • Figure 25: Contraceptive prescription items dispensed in the community (England), 2006/07-2010/11
                                                • Fewer choosing the surgical option
                                                  • Figure 26: Sterilisations and vasectomies (England), 2006/07-2010/11
                                                • Failure rates
                                                  • Figure 27: Failure rates for main types of contraception, 2012
                                                • Emergency contraception
                                                  • Figure 28: Occasions on which emergency contraceptives were dispensed at community contraception clinics (England), by type, 2006/07-2010/11
                                              • Who’s Innovating?

                                                • Key points
                                                  • Pace of product development picking up?
                                                    • Figure 29: New product launches in sexual health market, 2009-12
                                                    • Figure 30: New product launches in sexual health market, by company, cumulative January 2009-May 2012
                                                  • Suits you sir
                                                    • Designer discretion
                                                      • Newer still from Durex
                                                        • Flavouring
                                                          • Extension of ethical options
                                                          • Market Value and Forecast

                                                            • Key points
                                                              • Condom sales down in value
                                                                • Figure 31: UK retail value sales of condoms, at current and constant prices, 2007-17
                                                              • Emergency hormonal contraception
                                                                • The future
                                                                  • Figure 32: UK best- and worst-case forecast retail value sales of condoms, 2007-17
                                                                • Forecast methodology
                                                                • Market Share

                                                                  • Key points
                                                                    • Durex undiminished
                                                                      • Figure 33: Estimated manufacturer/brand shares of UK retail value sales of condoms, 2009 and 2011
                                                                    • Pasante edges forward
                                                                      • Other brands
                                                                      • Companies and Products

                                                                        • Ansell Consumer Healthcare
                                                                            • Figure 34: New product launches by Ansell Consumer Healthcare in the UK sexual health market, January 2009-May 2012
                                                                          • Bayer Healthcare Pharmaceuticals
                                                                            • Church & Dwight
                                                                              • Creative Conceptions
                                                                                  • Figure 35: New product launches by Creative Conceptions in the UK sexual health market, January 2009-May 2012
                                                                                • Female Health Company
                                                                                  • Pasante Healthcare
                                                                                      • Figure 36: New product launches by Pasante Healthcare in the UK sexual health market, Jan 2009-May 2011
                                                                                    • Reckitt Benckiser
                                                                                        • Figure 37: Examples of new product launches by Durex in the UK sexual health market, Jan 2009-May 2011
                                                                                      • Sutherland Health Group Plc
                                                                                      • Brand Communication and Promotion

                                                                                        • Key points
                                                                                          • Overall trend up
                                                                                            • Figure 38: Main monitored media advertising expenditure on family planning, 2007-12
                                                                                          • Few advertisers of note
                                                                                            • Figure 39: Main monitored media advertising expenditure on family planning, by company, cumulative January 2009-May 2012
                                                                                          • Communities speak for themselves
                                                                                            • Advertising regulation
                                                                                            • Channels to Market

                                                                                              • Key points
                                                                                                • Pharmacies and internet gaining share
                                                                                                  • Figure 40: UK retail value sales of condoms, by outlet type, 2009 and 2011
                                                                                                • Pricing and other factors
                                                                                                  • Figure 41: Selected examples of current condom pricing*, July 2012
                                                                                                • Standing out
                                                                                                • Attitudes Towards Contraception

                                                                                                  • Key points
                                                                                                    • Main attitudes towards contraception
                                                                                                      • Figure 42: Attitudes towards contraception, May 2012
                                                                                                    • Gender differences, and others
                                                                                                      • Figure 43: Attitudes towards contraception and related issues, by summary demographics, May 2012
                                                                                                    • The influence of alcohol, and other problems
                                                                                                      • Figure 44: Attitudes towards STIs and alcohol, May 2012
                                                                                                  • Use of Condoms

                                                                                                    • Key points
                                                                                                      • Trends in purchase
                                                                                                        • Figure 45: Trends in purchasing of condoms in the last 12 months, 2007-11
                                                                                                      • Usage of condoms
                                                                                                        • Figure 46: Use of condoms, May 2012
                                                                                                      • Current and former users
                                                                                                        • Figure 47: Use of condoms, by age, May 2012
                                                                                                      • Reasons for not using contraception
                                                                                                        • Figure 48: Reasons for not using contraception or birth control, May 2012
                                                                                                    • Attitudes Towards Condoms

                                                                                                      • Key points
                                                                                                        • Usage and attitudes towards condoms
                                                                                                          • Figure 49: Attitudes towards condoms, May 2012
                                                                                                        • General usage
                                                                                                            • Figure 50: Selected attitudes towards condoms, by gender, May 2012
                                                                                                          • Attitudes
                                                                                                          • Attitudes Towards Contraception as Part of Healthy Lifestyles

                                                                                                            • Key points
                                                                                                              • A healthy lifestyle
                                                                                                                • Figure 51: Attitudes towards contraception and STIs, by effort taken to lead a healthy lifestyle, May 2012
                                                                                                                • Figure 52: Attitudes towards condoms, by efforts taken to lead a healthy lifestyle, May 2012
                                                                                                            • Experimenting with Condoms

                                                                                                              • Key points
                                                                                                                • Curiosity
                                                                                                                  • Figure 53: Levels of interest in trying, or experience of different types of condom, May 2012
                                                                                                                  • Figure 54: Condoms not tried but would consider trying, by age, May 2012
                                                                                                                • Repertoire analysis
                                                                                                                  • Figure 55: Repertoire of have tried and would consider using again, May 2012
                                                                                                                • The pleasure seekers
                                                                                                                  • Figure 56: Repertoire of have tried and would consider using again, by age, May 2012
                                                                                                                • Not yet, but...
                                                                                                                  • Figure 57: Repertoire of have not tried but would consider using, May 2012
                                                                                                              • Where People Obtain Condoms

                                                                                                                • Key points
                                                                                                                  • Chemists, supermarkets and health professionals lead
                                                                                                                    • Figure 58: Where condoms are, or would be, obtained, May 2012
                                                                                                                  • Who buys from where
                                                                                                                    • Figure 59: Where condoms have been purchased, by gender, May 2012
                                                                                                                    • Figure 60: Where condoms would be purchased, by gender, May 2012
                                                                                                                  • Attitudes make a difference
                                                                                                                    • Figure 61: Have obtained condoms, by selected attitudes towards contraception and related issues, May 2012
                                                                                                                • Appendix – Internal Market Environment

                                                                                                                    • Figure 62: Legal abortions, numbers and rates, by age of woman, 2006-11
                                                                                                                    • Figure 63: Age-specific fertility rates (ASFRs), by UK countries, 2010
                                                                                                                    • Figure 64: New diagnoses of sexually transmitted infections in England, by gender, 2008-11
                                                                                                                • Appendix – Broader Market Environment

                                                                                                                    • Figure 65: Marriage and divorce rates in England and Wales, 2006-10
                                                                                                                • Appendix – Consumer – Attitudes Towards Contraception

                                                                                                                    • Figure 66: Attitudes towards condoms, by most popular attitudes towards contraception and related issues, May 2012
                                                                                                                    • Figure 67: Attitudes towards condoms, by next most popular attitudes towards contraception and related issues, May 2012
                                                                                                                    • Figure 68: Attitudes towards condoms, by other attitudes towards contraception and related issues, May 2012
                                                                                                                    • Figure 69: Most popular attitudes towards contraception and related issues, by demographics, May 2012
                                                                                                                    • Figure 70: Next most popular attitudes towards contraception and related issues, by demographics, May 2012
                                                                                                                    • Figure 71: Other attitudes towards contraception and related issues, by demographics, May 2012
                                                                                                                • Appendix – Consumer – Use of Condoms

                                                                                                                    • Figure 72: Purchasing of condoms in the last 12 months, by demographics, 2011
                                                                                                                    • Figure 73: Use of condoms, by demographics, May 2012
                                                                                                                    • Figure 74: Use of condoms, by use of condoms, May 2012
                                                                                                                    • Figure 75: Use of condoms, by next most popular attitudes towards contraception and related issues, May 2012
                                                                                                                    • Figure 76: Use of condoms, by other attitudes towards contraception and related issues, May 2012
                                                                                                                    • Figure 77: Attitudes towards contraception and related issues, by use of condoms, May 2012
                                                                                                                • Appendix – Consumer – Attitudes Towards Condoms

                                                                                                                    • Figure 78: Most popular attitudes towards condoms, by demographics, May 2012
                                                                                                                    • Figure 79: Next most popular attitudes towards condoms, by demographics, May 2012
                                                                                                                    • Figure 80: Attitudes towards contraception and related issues, by most popular attitudes towards condoms, May 2012
                                                                                                                    • Figure 81: Attitudes towards contraception and related issues, by next most popular attitudes towards condoms, May 2012
                                                                                                                • Appendix – Consumer – Experimenting with Condoms

                                                                                                                    • Figure 82: Levels of interest in trying, or experience of vibrating condoms, by demographics, May 2012
                                                                                                                    • Figure 83: Levels of interest in trying, or experience of extra thin condoms, by demographics, May 2012
                                                                                                                    • Figure 84: Levels of interest in trying, or experience of warming lubricant, by demographics, May 2012
                                                                                                                    • Figure 85: Levels of interest in trying, or experience of condoms with warming lubricant included, by demographics, May 2012
                                                                                                                    • Figure 86: Levels of interest in trying, or experience of erection-enhancing condoms, by demographics, May 2012
                                                                                                                    • Figure 87: Levels of interest in trying, or experience of climax-delaying condom or lubricant, by demographics, May 2012
                                                                                                                    • Figure 88: Levels of interest in trying, or experience of enhancement gel or lubricant, by demographics, May 2012
                                                                                                                    • Figure 89: Levels of interest in trying, or experience of flavoured condoms, by demographics, May 2012
                                                                                                                  • Repertoire
                                                                                                                    • Figure 90: Repertoire of have tried and would consider using again, by demographics, May 2012
                                                                                                                    • Figure 91: Repertoire of have tried but would not use again, by demographics, May 2012
                                                                                                                    • Figure 92: Repertoire of have not tried, but would consider, by demographics, May 2012
                                                                                                                    • Figure 93: Repertoire of I am not interested, by demographics May 2012
                                                                                                                    • Figure 94: Repertoire of have tried, by demographics, May 2012
                                                                                                                    • Figure 95: Repertoire of have not tried, by demographics, May 2012
                                                                                                                • Appendix – Consumer – Where People Obtain Condoms

                                                                                                                    • Figure 96: Most popular obtaining condoms (have), by demographics, May 2012
                                                                                                                    • Figure 97: Next most popular obtaining condoms (have), by demographics, May 2012
                                                                                                                    • Figure 98: Most popular obtaining condoms (would), by demographics, May 2012
                                                                                                                    • Figure 99: Next most popular obtaining condoms (would), by demographics, May 2012
                                                                                                                    • Figure 100: Other obtaining condoms (would), by demographics, May 2012

                                                                                                                Companies Covered

                                                                                                                • Alliance Boots
                                                                                                                • Ansell Healthcare Incorporated
                                                                                                                • Asda Group Ltd
                                                                                                                • Bayer AG
                                                                                                                • Church & Dwight UK Ltd
                                                                                                                • Condomi Health (UK) Ltd
                                                                                                                • Female Health Company (UK) plc (The)
                                                                                                                • Mates Healthcare
                                                                                                                • Pasante Healthcare Ltd
                                                                                                                • Reckitt Benckiser (UK)
                                                                                                                • Sexual Health Group Plc
                                                                                                                • SSL International Plc
                                                                                                                • Superdrug Stores Plc
                                                                                                                • Sutherland Health Group
                                                                                                                • Swiss Precision Diagnostics
                                                                                                                • Tesco Plc

                                                                                                                Sexual Health - UK - July 2012

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