2021
9
US Contraceptives and Sexual Health Market Report 2021
2021-12-15T03:03:38+00:00
OX1045023
3695
146271
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Report
en_GB
“Consumers were sheltered at home for a good portion of 2020, and 2021 was expected to be the year of reemergence. While new variants spread throughout the globe, a number…

US Contraceptives and Sexual Health Market Report 2021

£ 3,695 (Excl.Tax)

Description

This report provides comprehensive and current information and analysis of the US Contraceptives and Sexual Health market including the US contraceptives market size, the sexual wellness market in the US, anticipated market forecast, relevant market segmentation, and industry trends for the contraceptives and sexual health market in the US.

Current market landscape

The majority of adults indicate that they are sexually active, denoting a strong base of contraceptive and sexual health product users. The sexual health market generated solid growth amid the pandemic. Uncertainty surrounding transmission, health, and the economy likely prompted more adults to consider the use of contraceptives to add a layer of protection during intimacy and prevent pregnancies. Interest in value-added sexual health products as a small luxury to increase enjoyment while quarantined may have also fueled growth.

Future market trends in US contraceptives and sexual health

Tapping into trends promoting mental health and self-care provides opportunity for sexual health products, particularly when underscored by premium attributes.

Read on to discover more about the US Contraceptives and Sexual Health consumer market, read our US Children and Health Market Report 2021, or take a look at our other health and wellbeing market research reports.

Quickly understand

  • Sexual health activity and product usage along with attitudes toward the category.
  • The impact of COVID-19 on consumer behavior on contraceptives and sexual health.
  • Important factors that influence the selection of condoms.
  • Current and future interest in sexual health product innovations.
  • How makers and marketers can optimize the current interest in wellness and self-care for future benefit.

Covered in this report

Brands include: Church & Dwight, Reckitt Benckiser, BioFilm, K-Y, Astroglide, Swiss Precision Diagnostics, Clearblue, Trojan, First Response, Foundation Consumer Healthcare LLC, Plan B One-Step, Good Clean Love, Durex, Pre Seed Fertility Friendly, SweetSpot Labs, Flower by Edie Parker, Fleur Marché Sex, Personal Fav, Eden Partners.

Report includes:

  • External condoms, spermicides, emergency contractive (“morning-after”) pills, internal condoms.
  • Personal lubricants.
  • Pregnancy test kits – includes digital tests, stick tests, and cassette pregnancy test kits used to detect the hCG hormone in urine.
  • Ovulation test kits – at-home test stick kits that test for a LH surge in urine.

Expert analysis from a specialist in the field

This report, written by Jennifer White Boehm, a leading analyst in the [SECTOR] sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Consumers were sheltered at home for a good portion of 2020, and 2021 was expected to be the year of reemergence. While new variants spread throughout the globe, a number of adults were still cautious about social engagements, and thus, new sexual activity. The market is expected to increase slightly, but will maintain slow, steady grow as the years continue on. Sexual health products tied to enhancing pleasure, wellness, and self-care may offer new avenues for growth.
Jennifer White Boehm, Associate Director, Finance Reports
Jennifer White Boehm
Director, Reports

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
    • Economic and other assumptions
    • COVID-19: US context
  2. Executive Summary

    • Top takeaways
    • Market overview
    • Market performance
      • Figure 1: Total US sales and fan chart forecast of contraceptives, family planning, and sexual health products, at current prices, 2016-26
    • Majority of adults are sexually active; less than half demonstrate product engagement
      • Figure 2: Self-assessment of sexual activity, 2021
      • Figure 3: Product usage – NET, 2021
    • Impact of COVID-19 on contraceptives and sexual health products
      • Figure 4: Short-, medium- and long-term impact of COVID-19 on sexual health products, October 2021
    • Opportunities and challenges
    • Majority of adults don’t believe in sexual health products efficacy or wellness benefit
      • Figure 5: Sexual health products attitudes – Part I, 2021
    • Limited use of sexual health innovations, but interest is strong
      • Figure 6: Trial or interest in sexual health innovations, 2021
    • Opportunity to leverage ecommerce and telehealth service to promote discretion
      • Figure 7: Attitudes toward sexual health products, 2021
    • Opportunity to embrace mental health and self-care trends as part of sexual health
  3. The Market – Key Takeaways

    • Impact of COVID-19 on contraceptives and sexual health products
    • Growth in young adult population yields positive influence
    • Falling birth rates fuel demand for contraceptives
    • Accessibility of sexual health services via telehealth
  4. Market Size and Forecast

    • Historic and projected sales performance of sexual health products
      • Figure 8: Total US sales and fan chart forecast of contraceptives, family planning, and sexual health products, at current prices, 2016-26
      • Figure 9: Total US retail sales and forecast of OTC contraceptives, family planning, and sexual health products, at current prices, 2016-26
  5. Segment Performance

    • OTC contraceptives remains biggest part of the overall market
      • Figure 10: Total US retail sales of OTC contraceptives, family planning, and sexual health products, by segment, at current prices, 2019 and 2021
    • OTC contraceptives see greater increase in 2021, but will level off
      • Figure 11: Total US retail sales and forecast of OTC contraceptives, at current prices, 2016-26
    • Personal lubricants have a post-lockdown bump, but will continue with more moderate growth
      • Figure 12: Total US retail sales and forecast of personal lubricants, at current prices, 2016-26
    • Pregnancy and ovulation tests have a significant 2020, but will start to decline
      • Figure 13: Total US retail sales and forecast of pregnancy and ovulation tests, at current prices, 2016-26
    • Drugstores continue to hold majority of sales
      • Figure 14: Total US retail sales of OTC contraceptives, family planning, and sexual health products, by channel, at current prices, 2016-21
  6. Market Factors

    • Growth in young adult population yields positive influence
      • Figure 15: Population aged 18 or older, by age, 2016-26
    • Birth rates already on the decline as pandemic causes greater uncertainty
      • Figure 16: Annual births and fertility rate, 2007-19
    • Movement toward telehealth supports sexual health category
  7. Companies and Brands – Key Takeaways

    • Top marketers generate two thirds of MULO activity
    • Emergency contraceptive gains as condom sales stagnate
    • New players finding success in personal lubricants
    • Pregnancy and ovulation test sales grow across brands
    • Leveraging mental health and self-care trends to promote sexual health
    • Premium and value-added innovation
  8. Market Share

    • Market leaders drive category growth
      • Figure 17: Multi-outlet sales of contraceptives and sexual health products, by leading companies, rolling 52 weeks 2020 and 2021
  9. Competitive Strategies

    • Emergency contraception driving sales
      • Figure 18: Multi-outlet sales of contraceptives, by leading companies and brands, rolling 52 weeks 2020 and 2021
    • Emerging brands succeeding in personal lubricant segment
      • Figure 19: Multi-outlet sales of personal lubricants, by leading companies and brands, rolling 52 weeks 2020 and 2021
    • Sales of family planning products grow across brands
      • Figure 20: Multi-outlet sales of pregnancy and ovulation tests, by leading companies and brands, rolling 52 weeks 2020 and 2021
  10. Market Opportunities

    • Mental health and self-care trends provide market opportunity
    • Premiumization opportunity in sexual health products
    • Pre- and probiotic ingredients add health value
    • CBD ingredients can underscore health and pleasure aspects of sexual activity
      • Figure 21: Use and interest in CBD in the past 12 months, 2021
  11. The Consumer – Key Takeaways

    • Majority of adults are sexually active
    • Equal use of contraceptives and sexual enhancement products
    • No shift in masturbation activity despite pandemic circumstance
    • Adults remain skeptical of sexual health product effectiveness
    • Users look for functional attributes first in condom selection
    • Interest in sexual health innovations is high
    • Online shopping habits could benefit category
  12. Assessment of Sexual Activity

    • Nearly all adults are sexually active
      • Figure 22: Self-assessment of sexual activity, 2021
    • Significant uptake in abstinence among 18-24s
      • Figure 23: Self-assessment of sexual activity, by age, 2021
  13. Product Usage

    • Balancing safety and pleasure
      • Figure 24: Product usage – NET, 2021
    • Accessibility drives use of personal lubricants and condoms
      • Figure 25: Product usage, 2021
    • Contraceptive products mostly used by under 45s
      • Figure 26: Product usage, by age, 2021
  14. Sexual Health Activities

    • Self-love is common
      • Figure 27: Sexual health activities, 2021
    • Masturbation more common among men
      • Figure 28: Sexual health activities, by gender, 2021
    • Participation in health activities declines with age
      • Figure 29: Sexual health activities, by age, 2021
  15. Sexual Health Product Attitudes

    • Boosting perceptions regarding efficacy and wellness benefit are needed
      • Figure 30: Sexual health products attitudes – Part I, 2021
    • Young adults less likely to believe sexual health products are effective
      • Figure 31: Sexual health product attitudes – Part I, by age, 2021
    • Unease exists when it comes to sexual health products
      • Figure 32: Sexual health product attitudes – Part II, 2021
    • Gender roles exist in purchasing sexual health products
      • Figure 33: Sexual health product attitudes – Part II, by gender, 2021
  16. Important Factors in Condom Selection

    • Function first
      • Figure 34: Top ranked factors for choosing condoms, 2021
    • Men focused on top tier attributes
      • Figure 35: Important factors for choosing condoms, by gender, 2021
  17. Trial or Interest in Sexual Health Innovations

    • Limited use but strong interest in sexual health innovations
      • Figure 36: Trial or interest in sexual health innovations, 2021
    • Targeting young adults with sexual health innovations
      • Figure 37: Interest in sexual health innovations, by age, 2021
  18. Attitudes toward Sexual Health Products

    • Adults are becoming more comfortable shopping online
      • Figure 38: Attitudes toward online shopping for sexual health products, 2019 and 2021
    • Catering to preference for discretion and one-stop shopping
      • Figure 39: Attitudes toward sexual health products, 2021
    • Men are more likely to feel judged and misunderstood
      • Figure 40: Attitudes toward sexual health products, by gender, 2021
    • Attitudes toward sexual health shift with age
      • Figure 41: Attitudes toward sexual health products, by age, 2021
  19. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
  20. Appendix – The Market

    • Historic and projected sales performance of contraceptives
      • Figure 42: Total US sales and fan chart forecast of contraceptives, at current prices, 2016-2026
      • Figure 43: Total US retail sales and forecast of OTC contraceptives, at current prices, 2016-26
    • Historic and projected sales performance of personal lubricants
      • Figure 44: Total US sales and fan chart forecast of personal lubricants, at current prices, 2016-2026
      • Figure 45: Total US retail sales and forecast of personal lubricants, at current prices, 2016-26
    • Historic and projected sales performance of pregnancy and ovulation tests
      • Figure 46: Total US sales and fan chart forecast of pregnancy and ovulation tests, at current prices, 2016-2026
      • Figure 47: Total US retail sales and forecast of pregnancy and ovulation tests, at current prices, 2016-26

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.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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