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Sexual Health - UK - August 2019

“Messages around the importance of safe sex have quietened in recent years, in tandem with reduced outlay on promoting condoms, resulting in value sales of condoms – the largest segment – continuing to slide – and pulling down overall category value as a result. Society has become more open about taboo topics, but there remains a stigma around discussing sexual health that has been further exacerbated by a reduction in advertising for contraceptives as well as government-backed health campaigns. It is therefore crucial for brands to promote the importance of safe sex and regular testing for adults of all ages in order to normalise conversations about sex and boost condom usage.”

– Lucy Cornford, Category Director – Health and Wellbeing

This report examines the following issues:

  • Campaign, campaign, campaign
  • Older, but not necessarily wiser

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
        • Excluded
        • Executive Summary

            • The market
              • Value decline of condoms impacts overall category
                • Figure 1: Best- and worst-case forecast for UK retail value sales of condoms and female lubricants*, 2014-24
              • Companies and brands
                • Value sales of Durex take a dip
                  • Figure 2: Brand shares for value sales of condoms, year ending May 2019
                • The consumer
                  • Younger men over-claim
                    • Figure 3: Frequency of sexual intercourse, by gender, May 2019
                  • Older Millennials most likely to be trying for a baby
                    • Figure 4: Conception status, May 2019
                  • Promoting safe sex for seniors
                    • Figure 5: Experience of unprotected sex, by age, May 2019
                  • ‘There’s nothing to worry about’
                    • Figure 6: Reasons for having sex without a condom without trying to conceive, May 2019
                  • Oral contraceptives most used
                    • Figure 7: Use of other birth control in the last 12 months, May 2019
                  • Most buy in-store
                    • Figure 8: How condoms have been procured in the last 12 months, May 2019
                    • Figure 9: In-store locations for buying condoms in the last 12 months, May 2019
                  • Young adults need advice, guidance and reassurance
                    • Figure 10: Behaviours around sexual health in the last 12 months, May 2019
                  • Just two thirds of women have had a smear test
                    • Figure 11: Experience of cervical screening amongst women in last 3 years, by age, May 2019
                  • Putting new relationships to the test
                    • Figure 12: Attitudes towards sexual health, May 2019
                  • What we think
                  • Issues and Insights

                    • Campaign, campaign, campaign
                      • The facts
                        • The implications
                          • Older, but not necessarily wiser
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • A market in decline
                                  • Lubricants have growth potential
                                    • In-store purchase may be hindering growth
                                      • Need to target seniors with ‘safe sex’ messages grows
                                        • STI diagnoses continue to rise
                                          • HIV increasingly lacks the ‘scare factor’
                                          • Market Size and Forecast

                                            • Value decline of condoms impacts overall category
                                              • Figure 13: UK retail value sales of condoms and female lubricants*, at current and constant prices, 2014-24
                                            • A marginally brighter future ahead
                                              • Figure 14: Best- and worst-case forecast for UK retail value sales of condoms and female lubricants*, 2014-24
                                            • Forecast methodology
                                            • Market Segmentation

                                              • Lubricants have growth potential
                                                • Figure 15: UK retail value sales of condoms and female lubricants*, by segment, 2017-19
                                            • Channels to Market

                                              • In-store purchase may be hindering growth
                                                • Figure 16: UK retail value sales of condoms and female lubricants*, by outlet type, 2017-19
                                            • Market Drivers

                                              • The need to target seniors with ‘safe sex’ messages grows
                                                • Figure 17: Trends in the age structure of the UK population, 2013-23
                                              • Birth rate continues to fall
                                                • Figure 18: TFR and number of live births, England and Wales, 2010-17
                                              • Sexual health clinics under pressure and under threat…
                                                • …as new STI diagnoses continue to rise
                                                    • Figure 19: Number of new STI diagnoses in England, 2012-18
                                                  • HIV increasingly lacks the ‘scare factor’…
                                                    • …as STIs evolve
                                                      • Fun and LARCs
                                                        • Figure 20: Contraceptive prescription items dispensed in the community (England), 2013-17
                                                    • Companies and Brands – What You Need to Know

                                                      • Value sales of Durex take a dip
                                                        • Declining NPD impacts market size
                                                          • Advertising spend fails to promote NPD activity
                                                          • Market Share

                                                            • Value sales of Durex take a dip
                                                              • Figure 21: Brand shares for value sales of condoms, years ending May 2017-19
                                                            • China calling
                                                            • Launch Activity and Innovation

                                                              • Declining NPD impacts market size
                                                                • Figure 22: New product launches in the UK contraceptives category, by product type, January 2015-June 2019
                                                                • Figure 23: (Durex) RED Limited Edition Thin Feel Condoms (Reckitt Benckiser), 2018
                                                              • Condoms created ‘by women, for women’
                                                                • Figure 24: HANX condoms, 2019
                                                              • Lubricants return as NPD focus area
                                                                • Figure 25: Examples of lubricant launches featuring ‘new product’ launch type, 2018-19
                                                              • True innovation wanes
                                                                • Figure 26: New product launches in the UK contraceptives category, by launch type, January 2015-June 2019
                                                                • Figure 27: i.Con Smart Condom (British Condoms), 2018
                                                              • Brands continue to dominate NPD
                                                                • Figure 28: New product launches in the UK contraceptives category, by ultimate company, 2018
                                                            • Advertising and Marketing Activity

                                                              • Advertising spend fails to promote NPD activity
                                                                • Figure 29: Total above-the-line, online display and direct mail advertising expenditure on contraceptives, January 2015-June 2019
                                                              • Reckitt Benckiser leads with Durex brand
                                                                • Figure 30: Total above-the-line, online display and direct mail advertising expenditure on contraceptives, by leading advertisers (based on 2018), January 2017-June 2019
                                                                • Figure 31: Public Health England’s ‘Protect against STIs, wear a condom’ campaign, 2017
                                                              • Digital advertising makes an impact in 2018
                                                                • Figure 32: Total above-the-line, online display and direct mail advertising expenditure on contraceptives, by media type, January 2015-June 2019
                                                              • Nielsen Ad Intel coverage
                                                              • The Consumer – What You Need to Know

                                                                • Promoting safe sex for seniors
                                                                  • Room for humour in campaigns
                                                                    • Online vs in-store
                                                                      • Young adults need advice, guidance and reassurance
                                                                        • Just two thirds of women have had a smear test
                                                                          • Putting new relationships to the test
                                                                            • Time to open up
                                                                            • Sexual Behaviours

                                                                              • Younger men over-claim
                                                                                • Figure 33: Frequency of sexual intercourse, by gender, May 2019
                                                                              • Older Millennials most likely to be trying for a baby
                                                                                • Figure 34: Conception status, May 2019
                                                                            • Experience of Unprotected Sex

                                                                              • Promoting safe sex for seniors
                                                                                • Figure 35: Experience of unprotected sex, by age, May 2019
                                                                              • ‘There’s nothing to worry about’
                                                                                  • Figure 36: Reasons for having sex without a condom without trying to conceive, May 2019
                                                                                • ‘I just don’t like condoms’
                                                                                • Use of Other Birth Control

                                                                                  • Oral contraceptives most used
                                                                                    • Figure 37: Use of other birth control in the last 12 months, May 2019
                                                                                  • The impact of fertility tracking apps
                                                                                  • Procuring Condoms

                                                                                    • Most buy in-store
                                                                                      • Figure 38: How condoms have been procured in the last 12 months, May 2019
                                                                                      • Figure 39: In-store locations for buying condoms in the last 12 months, May 2019
                                                                                    • Just 22% buy online
                                                                                    • Behaviours around Sexual Health

                                                                                      • Young adults need advice, guidance and reassurance…
                                                                                          • Figure 40: Behaviours around sexual health in the last 12 months, May 2019
                                                                                        • …whilst seniors live ‘in a bubble’
                                                                                          • Testing times
                                                                                            • Just two thirds of women have had a smear test
                                                                                              • Figure 41: Experience of cervical screening amongst women in last 3 years, by age, May 2019
                                                                                              • Figure 42: Treatwell and PHE Life Saving Wax campaign, April 2019
                                                                                          • Attitudes towards Sexual Health

                                                                                            • Putting new relationships to the test
                                                                                              • Figure 43: Attitudes towards sexual health, May 2019
                                                                                            • Time to open up
                                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                • Abbreviations
                                                                                                  • Consumer research methodology
                                                                                                    • Forecast methodology
                                                                                                    • Appendix – The Market

                                                                                                        • Figure 44: Best- and worst-case forecast for UK retail value sales of condoms, 2014-24
                                                                                                        • Figure 45: Best- and worst-case forecast for UK retail value sales of female lubricants*, 2014-24
                                                                                                    • Appendix – Companies and Brands

                                                                                                        • Figure 46: New product launches in the UK contraceptives category, branded vs own-label, January 2015-June 2019
                                                                                                        • Figure 47: New product launches in the UK condoms market, by launch type, January 2015-June 2019

                                                                                                    Sexual Health - UK - August 2019

                                                                                                    £1,995.00 (Excl.Tax)