2022
9
UK Sexual Health Market Report 2022
2022-05-05T04:06:31+01:00
OX1100867
2195
150991
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Report
en_GB
"The UK market for sexual health products has returned to growth following the lifting of COVID-19 restrictions. During the pandemic, when opportunities for sex became more limited, content strategies were…

UK Sexual Health Market Report 2022

£ 2,195 (Excl.Tax)

Description

The UK Sexual Health Market Report identifies consumers’ attitudes towards sexual health, the impact of the cost-of-living crisis and future innovations in the contraceptive market. This report covers the UK Sexual Health market size, market forecast, market segmentation and Sexual Health industry trends for the UK market.

Current Market Landscape 

Rising costs will reduce profit margins for the sexual wellness market as brands and companies are still recovering from pandemic shutdowns and supply chain issues. These macroeconomic factors are expected to create an environment in which people start trialling alternative, lower-cost brands, which could erode demand for the leading condom brands and reshuffle the sexual wellness market share.

However, the rising cost-of-living crisis could encourage consumers to delay starting or expanding families, further boosting contraceptive usage.

Market Share and Key Industry Trends

Inadequate education remains one of the biggest threats to the sexual health market. Extending education beyond schools is critical to ensure that all adults are well-informed about the transmission of STIs and what is involved in STI testing. Overcoming these hurdles could see a dramatic rise in forms of barrier protection, as well as the use of at-home testing kits.

Although brands and retailers are starting to view sexual wellness as a pillar of wellness, more can be done to ensure that adults view sexual activity (with a partner or solo) as an important part of a healthy lifestyle.

  • 51% of UK adults have sex less frequently than once a month.
  • 29% of consumers who have sex have used condoms as a type of contraceptive.
  • 74% of UK adults agree that schools should have more education on the importance of safe sex.
  • 65% of UK adults agree that STI tests should be more readily available.

 

Future Trends in the UK Sexual Health Market

One of the biggest opportunities in the sexual health market lies in how products are pitched by gender. Although marketing narratives are challenging the traditionally heteronormative view of sex, product innovation has yet to catch up. This can be addressed by focusing on diversity and inclusion during product development stages, with opportunities to expand the range of products to better cater to non-heterosexual consumers.

Longer-term, the sexual wellness market size will positively grow, driven by the rising number of teens using contraception which presents opportunities to engage this audience with relevant NPD and educational marketing.

Read on to discover more details or take a look at all of our UK Retail market research.

 

Quickly Understand

  • Frequency of sexual intercourse and the use of contraceptives.
  • Purchasing habits for condoms.
  • Attitudes towards sexual health and testing for STIs.
  • Launch activity and innovation in the condom and lubricant categories.
  • The impact of inflation on sexual health.

 

Covered in this Report

Products: Condoms, female lubricants.

Brands:  Durex, Mates, Healthpoint, XO!, Australian Bodycare, Woo Woo, FEWE, Oomf, LELO, HANX, Womanizer.

 

Expert Analysis from a Specialist in the Field

This report, written by Samantha Dover, a leading analyst in the Retail sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The UK market for sexual health products has returned to growth following the lifting of COVID-19 restrictions. During the pandemic, when opportunities for sex became more limited, content strategies were forced to pivot. This created a new narrative for condoms, lubricants and sexual health brands. As well as breaking down taboos around masturbation, sexual pleasure is increasingly positioned as a pillar of wellness and this is creating numerous opportunities for retail, innovation, brand partnerships and marketing.”

Samantha Dover
Category Director – BPC

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Market context
    • Products covered in this Report
    • Excluded
  2. Executive Summary

    • The five-year outlook for condoms and female lubricants
      • Figure 1: Category outlook for condoms and female lubricants category outlook, 2022-27
    • The market
    • A return to growth follows the easing of COVID-19 restrictions
      • Figure 2: UK market forecast for condoms and female lubricants*, 2016-26
    • Female lubricants continue to outperform post-pandemic
      • Figure 3: UK retail value sales of condoms and female lubricants*, by segment, 2021
    • Companies and brands
    • Durex maintains market domination
    • Launch activity and innovation
      • Figure 4: New product launches in the contraception and sexual health category, by product type, 2019-21
    • The consumer
    • Respond to motivations for sex with cross-category innovation
      • Figure 5: Frequency of sexual intercourse, 2021
    • Position sexual health as an integral wellbeing pillar
    • STI protection higher priority among singletons
      • Figure 6: Types of contraceptives used in the last 12 months, 2021
    • Online gains importance in the purchase journey
      • Figure 7: Channels used to purchase condoms in the last 12 months, 2021
    • High street retailers can empower more women to buy condoms
      • Figure 8: Types of retailer used to purchase condoms in the last 12 months, 2021
    • Sex education must go beyond schools
      • Figure 9: Attitudes toward sexual health, 2021
    • Tackling fear could encourage more men to get tested for STIs
      • Figure 10: Attitudes toward testing for STIs, 2021
  3. Issues and Insights

    • Price rises create opportunities for private label
    • Encourage men and women to take control of their sexual health
    • Focus on changing sexual needs at different life stages
  4. Market Size and Performance

    • Condoms underpin return to growth in 2021
      • Figure 11: UK retail value sales of condoms and female lubricants*, at current and constant prices, 2016-21
  5. Market Forecast

    • New possibilities will follow the pandemic
      • Figure 12: Category outlook for condoms and female lubricants category outlook, 2022-27
    • Inflation and renewed opportunities for sexual activity drive value growth
      • Figure 13: UK retail value sales of condoms and female lubricants*, at current and constant prices, 2016-26
      • Figure 14: UK retail value sales of condoms and female lubricants*, at current and constant prices, 2021-26
    • Market drivers and assumptions
      • Figure 15: Key drivers affecting Mintel’s market forecast, 2016-26
    • Forecast methodology
  6. Market Segmentation

    • Sexual wellness creates platform for growth of female lubricants
      • Figure 16: UK retail value sales of condoms and female lubricants*, by segment, 2020-21
    • Diversification presents new opportunities for sexual health brands
    • Respond to changing motivators for intercourse
  7. Channels to Market

    • Retailers utilise wellness positioning to boost sales
      • Figure 17: UK retail value sales of condoms and female lubricants*, by outlet type, 2020-21
    • Sexual wellbeing provides new focus for brands
    • Opportunities persist for an improved in-store experience
  8. Market Share

    • Opportunity for value-led propositions as financial pressures mount
      • Figure 18: UK retail value sales of condoms, by brand, 2020-21
  9. Market Drivers

    • Teenage boom presents an opportunity in sex education
      • Figure 19: Trends in the age structure of the UK population, 2016 -26
    • Ageing population creates growth opportunities beyond contraception
    • Multitude of factors drive the declining birth rate
      • Figure 20: Total number of live births in England and Wales, 2010-20
    • Reclassification of progesterone-only pills will disrupt the contraceptive market
    • Declining use of LARCs indicates a reliance on alternative contraceptives
      • Figure 21: Females using sexual and reproductive health Services for contraception in England, by main method of contraception, 2018-21
    • Opportunities for digital delivery of sexual health screenings grow
      • Figure 22: Number of new STI diagnoses in England, 2011-20*
    • The conflict in Ukraine will hurt the UK economy
    • GDP reached pre-pandemic levels in November 2021…
    • …but the post-COVID-19 bounce back will be followed by a period of slower growth
    • Inflation is the key concern for 2022 for consumers, brands and the economy
    • Consumers’ financial wellbeing has slipped from its recent high point…
      • Figure 23: Household financial wellbeing index, 2016-22
    • …and concerns over inflation are coming to the fore
      • Figure 24: Consumer concerns about household finances, 2021-22
  10. Launch Activity and Innovation

    • Pandemic sexual behaviours impact focus of innovation
      • Figure 25: New product launches in the contraception and sexual health category, by product type, 2019-21
    • New market entrants seek to modernise and premiumise
      • Figure 26: Maude Rise Condoms, 2022
    • Opportunities persist to challenge heteronormative focus in sexual health NPD
    • Innovation focusses on mutual enjoyment
      • Figure 27: Innovation in sexual health products that focus on mutual climax, 2020-21
    • Big brands drive eco NPD, but indies take it further
      • Figure 28: XO! Hi-Sensation Condoms, 2021
    • Plant-based trends filter into condoms and lubricants
      • Figure 29: New product launches in the contraception and sexual health category, by select product claims, 2019-21
    • Consent influences international innovation
    • Natural claims will appeal to ingredient-led consumers
      • Figure 30: Innovation in sexual health products with natural claims, 2021
    • Wellness 2.0 charters new ground
      • Figure 31: FEWE I Touch Myself Vulva Serum, 2022
      • Figure 32: Oomf All Natural Water-based Lubricant, 2022
  11. Advertising and Marketing Activity

    • Advertisers ramp up expenditure post-pandemic
    • Digital spend gain ground
      • Figure 33: Total above-the line, online display and direct mail advertising expenditure on contraceptives, by media type, 2020-21
    • Consent becomes hot topic for campaigns
    • Durex doubles down on advertising spend
      • Figure 34: Total above-the line, online display and direct mail advertising expenditure on contraceptives, by advertiser, 2020-21
    • Pay attention to wider consumer trends and social movements
    • Explore partnership possibilities with complementary brands
    • Inclusive marketing can extend to and beyond singletons
    • Collaborative content could become a teaching resource
      • Figure 35: Educational posts by Maude, 2021 and 2022
    • Content strategies flex with pandemic guidelines
      • Figure 36: Pandemic social posts by Skyn condoms, 2020
    • Nielsen Ad Intel coverage
  12. Frequency of Sexual Intercourse

    • Highlighting benefits of sex could drive sales
      • Figure 37: Frequency of sexual intercourse, 2021
    • End of pandemic drought for singletons
    • Instil brand loyalty at a young age
    • Help young families rediscover intimacy post-childbirth
    • Frequency of sex determines use of contraception
      • Figure 38: Frequency of sexual intercourse, by use of contraceptives, 2021
  13. Use of Contraceptives

    • STI protection is a higher priority among singletons
      • Figure 39: Types of contraceptives used in the last 12 months, 2021
    • Conscious consumerism can enhance condom appeal
    • Opportunity persists to respond to sexual life stages
  14. Condom Purchasing

    • Condoms most likely to be purchased in-store
      • Figure 40: Channels used to purchase condoms in the last 12 months, 2021
    • Entice consumers toward new retail channels with product bundles
    • Encourage women to carry condoms
      • Figure 41: Gender of condom procurement, 2021
    • Supermarkets fall short for online shoppers
      • Figure 42: Types of retailer used to purchase condoms in the last 12 months, 2021
  15. Attitudes Toward Sexual Health

    • Education must go beyond schools
      • Figure 43: Attitudes toward sexual health, 2021
    • Women wiser to the realities of STIs
      • Figure 44: Attitudes toward sexual health, by gender, 2021
  16. Attitudes Toward Testing for STIs

    • Address reduced sexual health services
      • Figure 45: Attitudes toward testing for STIs, 2021
    • Fear and embarrassment deter men
      • Figure 46: Attitudes toward testing for STIs, by gender, 2021
    • Pandemic normalises in-home testing
      • Figure 47: Attitudes toward testing for STIs, by age, 2021
  17. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  18. Appendix – Forecast Methodology

    • Market forecast and prediction intervals
      • Figure 48: Market forecast and prediction intervals for condoms and female lubricants, 2021-26
    • Market drivers and assumptions
    • Forecast methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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Data

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*databooks not available with UK B2B Industry reports.

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