Contraceptives - US - August 2017
"The majority of adults who disclosed their sexual activity currently use a contraceptive product, denoting a strong base of contraceptive and sexual health users. Yet, category sales only improved incrementally from 2016-17, as the male contraceptives segment struggled. Reliance on previous product experiences and a degree of embarrassment involving the purchase process have also undermined growth potential. Products that focus on the pleasurable aspects of contraceptive use, underscored by functional attributes, could bolster market performance moving forward."
- Jana Vyleta, Health & Personal Care Analyst
This Report looks at the following areas:
- Struggling male contraceptive sales temper market performance
- Engagement with category declines with age
- Reliance on previous experiences drives brand loyalty, limits trial
- Buying contraceptives is an uncomfortable process for some adults
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