Sexual Health - UK - December 2016
“Durex is by far the dominant player in the market. Far from resting on its laurels, however, the brand consistently aims to instil in young adults the importance of safe sex, with initiatives that leverage the cultural themes and media most resonant with this group. To an extent, this is helping to plug the gap left by cuts to government funding for sexual health services, although a greater focus on prevention over cure is needed to make a significant impact on category engagement.”
– Lucy Cornford, Head of UK Personal Care Research
This report looks at the following areas:
- ‘It won’t happen to me’
- The dominance of Durex
A lack of knowledge still plagues the sector though, particularly amongst young adults. With this cohort the least likely to be in a committed relationship – and amongst the most likely to be seeking casual ‘hook-ups’ – engaging and educating this audience is key to reducing diagnoses of STIs and STDs, as well as to ensuring continued growth in category sales.
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