Condoms in the U.S.
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CONDOMS IN THE U.S.
JULY 2006
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Chapter 1: Executive Summary
Condoms in the U.S.
Condoms in the U.S.
Table of Contents
Chapter 1 Executive Summary........................................................ 1
Scope of the Report .........................................................................................1
Report Methodology ........................................................................................1
Market Size and Growth................................................................... 2
Figure 1-1 U.S. Retail Sales of Condoms, 2001-2005 (in million $)......................... 2
Top Marketers...................................................................................................2
Top Brands .......................................................................................................3
Figure 1-2 IRI-Tracked Retail Shares of the Top Condom Brands, 2005 (%).......... 4
Marketing Dynamics......................................................................... 5
Retailing ............................................................................................................5
Advertising .......................................................................................................5
Selected Marketing Initiatives .........................................................................6
Consumers........................................................................................ 7
Low Condom Usage Rates in the U.S.............................................................7
Young Singles and Young Marrieds are Heavy Condom Users ................................. 7
Core Condom Users: Age 18-44................................................................................. 7
Figure 1-3 Percentage of U.S. Adults Using Condoms by Age of User, 2005 (%)... 8
Latex versus Lambskin ............................................................................................... 8
Trends and Factors to Growth ........................................................ 9
Small Consumer Base .....................................................................................9
Focus From Contraception to Pleasure .........................................................9
Marketing to Women ........................................................................................9
Abstinence versus Contraception ................................................................10
FDA Regulations to Tighten Up ....................................................................10
Use of Nonoxynol-9 based Spermicides Decline ...................................................... 10
Product Trends...............................................................................................11
Vibrating Condom Rings ........................................................................................... 11
Glow in the Dark Condoms ....................................................................................... 11
Condoms with Climax Delay Lubricant ..................................................................... 11
Custom Sized Condoms ........................................................................................... 12
Condom Kits.............................................................................................................. 12
Outlook 13
Figure 1-3 Projected U.S. Retail Sales of Condoms, 2006-2010 (in million $)....... 13
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Condoms in the U.S.
Chapter 1: Executive Summary
Chapter 2 The Market ..................................................................... 15
Scope and Methodology................................................................................15
Product Introduction......................................................................................16
Latex Condoms ......................................................................................................... 16
Polyurethane Condoms............................................................................................. 16
Natural Skin Condoms .............................................................................................. 16
Product Reliability..........................................................................................17
Steady Market Growth ...................................................................................17
Figure 2-1 U.S. Retail Sales of Condoms, 2001-2005 (in million $)....................... 18
Figure 2-2 IRI-Tracked Sales of Condoms, 2001-2005 (in million $) ..................... 19
Factors Influencing Growth........................................................... 20
The Pleasure Principle...................................................................................20
The Serious Side ............................................................................................21
Changes in Consumer Attitudes...................................................................21
Abstinence versus Contraception ................................................................22
Female Condom Little Affect on Male Condom Market ..............................23
Marketing Male Condoms to Women............................................................24
Discussions of Potential Change in Catholic Doctrine...............................24
Outlook .......................................................................................... 26
Figure 2-3 Projected U.S. Retail Sales of Condoms, 2006-2010 (in million $)....... 26
FDA Regulation............................................................................... 27
Pre-marketing Notification Under Section 510(K) .......................................27
Abbreviated 510(k) Requirements ................................................................28
Quality System Regulation of Condoms (Post-Market Regulatory Control).............. 29
Labeling 30
Expiration Date.......................................................................................................... 30
Caution Regarding Natural Rubber Latex and Allergic Reactions ............................ 30
General Labeling Requirements for Medical Devices ............................................... 30
Labeling Recommendations .........................................................................31
Pregnancy ................................................................................................................. 31
Sexually Transmitted Diseases (STDs) .................................................................... 31
Incorrect or Inconsistent Use .................................................................................... 32
Use of N-9 in Condoms with Spermicidal Lubricant ...................................32
Limited Benefits of N-9.............................................................................................. 33
N-9 Does Not Protect Against HIV/AIDS or Other Sexually Transmitted Diseases .. 33
Risks of N-9 Irritation and Transmission of HIV/AIDS ............................................... 33
Risks of Anal Use of Condoms with N-9 ................................................................... 33
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Chapter 1: Executive Summary
Condoms in the U.S.
Chapter 3 The Marketers................................................................ 35
Top Condom Marketers ................................................................. 35
Church & Dwight Co., Inc. .............................................................................35
SSL Americas, Inc. .........................................................................................35
Ansell Healthcare, Inc. ...................................................................................35
Medtech Products Limited ............................................................................36
Mayer Laboratories, Inc. ................................................................................36
Global Protection Corp. .................................................................................37
Okamoto U.S.A., Inc. ......................................................................................37
Table 3-1 IRI-Tracked Retail Sales of Top Condom Marketers, 2001-2005 (in
million $) ................................................................................................................. 38
Marketer Performance Analysis.................................................... 39
Figure 3-1 IRI-Tracked Retail Market Shares of Top U.S. Condom Marketers,
2005 (%)................................................................................................................. 39
Figure 3-2 IRI-Tracked Retail Market Shares of Top U.S. Condom Marketers,
2001 versus 2005 (%) ............................................................................................ 40
Church & Dwight Co., Inc. .............................................................................40
SSL Americas, Inc. .........................................................................................41
Performance Analysis of the Top Condom Brands .................... 42
Figure 3-3 IRI-Tracked Retail Shares of the Top Condom Brands, 2005 (%)........ 43
Table 3-2 IRI–Tracked Retail Sales of the Top Condom Brands
(Consolidated by Parent Brand), 2001-2005 (in $ million) .................................... 44
Table 3-3 IRI–Tracked Retail Sales of Top Condom Sub-Brands, 2001-2005
(in $ million) ............................................................................................................ 45
Trojan ..............................................................................................................45
Figure 3-4 IRI-Tracked Retail Shares of the Trojan Brand of Condoms by SubBrand, 2005 (%) ..................................................................................................... 46
Durex ...............................................................................................................46
Figure 3-5 IRI-Tracked Retail Shares of the Durex Brand of Condoms by SubBrand, 2005 (%) ..................................................................................................... 47
Lifestyles.........................................................................................................47
Figure 3-6 IRI-Tracked Retail Shares of the Lifestyles Brand of Condoms by SubBrand, 2005 (%) ..................................................................................................... 48
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Chapter 1: Executive Summary
Chapter 4 Competitive Profiles ..................................................... 49
Church & Dwight Co., Inc. ............................................................. 49
Company Overview ........................................................................................49
Table 4-1 Church & Dwight Co., Inc.’s Family Planning and OTC Brands............. 50
Performance ...................................................................................................50
Figure 4-1 IRI-Tracked Sales of Church & Dwight’s Condoms, 2001-2005
(in million $) ............................................................................................................ 51
Figure 4-2 Sales of Church & Dwight Co., Inc. by Business Segments, 2005 (%) 52
Company Snapshots......................................................................................52
SSL International plc...................................................................... 54
Company Overview ........................................................................................54
Table 4-2 SSL Americas, Inc.’s Condom Brands ................................................... 55
Performance ...................................................................................................55
Figure 4-3 IRI-Tracked Sales of SSL Americas, Inc.’s Condoms, 2001-2005
(in million $) ............................................................................................................ 55
Figure 4-4 Sales of SSL International plc by Business Segments, 2005 (%)......... 56
Company Snapshots......................................................................................56
Ansell Healthcare, Inc. ................................................................... 58
Company Overview ........................................................................................58
Table 4-3 Ansell Healthcare, Inc.’s U.S. Consumer Healthcare Brands ................ 59
Performance ...................................................................................................59
Figure 4-5 IRI-Tracked Sales of Ansell Healthcare, Inc.’s Condoms, 2001-2005 (in
million $) ................................................................................................................. 60
Figure 4-6 Sales of Ansell Healthcare, Inc. by Business Segments, 2005 (%)...... 61
Figure 4-7 Sales of Ansell Healthcare, Inc. by Geographies, 2005 (%) ................. 61
Company Snapshots......................................................................................62
Mayer Laboratories, Inc. ................................................................ 64
Company Overview ........................................................................................64
Table 4-4 Mayer Laboratories, Inc.’s Consumer Healthcare Brands ..................... 64
Performance ...................................................................................................64
Figure 4-8 IRI-Tracked Sales of Mayer Laboratories, Inc.’s Condoms, 2001-2005
(in million $) ............................................................................................................ 65
Company Snapshots......................................................................................65
MedTech Products Limited............................................................ 66
Company Overview ........................................................................................66
Table 4-5 Medtech Products Limited’s Condom Brands ........................................ 66
Performance ...................................................................................................66
Figure 4-9 IRI-Tracked Sales of Medtech Products Limited’s Condoms, 2001-2005
(in Thousand $) ...................................................................................................... 67
Company Snapshots......................................................................................67
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Chapter 1: Executive Summary
Condoms in the U.S.
Chapter 4 Competitive Profiles [Cont.]
Global Protection Corp. ................................................................. 69
Company Overview ........................................................................................69
Table 4-6 Global Protection Corp.’s Condom Products ......................................... 69
Performance ...................................................................................................69
Figure 4-10 IRI-Tracked Sales of Global Protection Corp.’s Condoms, 2001-2005
(in Thousand $) ...................................................................................................... 70
Company Snapshots......................................................................................70
Okamoto USA, Inc. ......................................................................... 72
Company Overview ........................................................................................72
Performance ...................................................................................................72
Figure 4-11 IRI-Tracked Sales of Okamoto USA, Inc.’s Condoms, 2001-2005 (in
million $) ................................................................................................................. 73
Company Snapshots......................................................................................73
Chapter 5 Marketing Dynamics ..................................................... 75
Condom Advertising Makes it to Prime Time ..............................................75
Family Planning and Intimacy Products Prominent at Retail.....................76
Role of Government Agencies and NGOs in Donor Support .....................77
Table 5-1 Contraceptive Commodity Support by Donor/Agency, 2000-2004
(in million $) ............................................................................................................ 77
Figure 5-1 Major Donors by Donated Amount for Contraceptives and Condoms,
2004 (%)................................................................................................................. 78
Marketing Initiatives ....................................................................... 80
Church & Dwight’s Trojan Condoms............................................................80
Trojan Condoms “Make a Difference” on Prime Time............................................... 80
Acknowledging the Gay Market ................................................................................ 80
Elexa—Trojan’s Angle on “The Woman’s Perspective” ............................................ 81
Ansell Healthcare’s Lifestyles Condoms .....................................................81
“I Know”–Lifestyles’ Social Marketing Effort .............................................................. 81
After Surrogate Advertising in Movies and Targeting Gay Men, Ansell Healthcare Inc.
Wants a Change ....................................................................................................... 82
Global Protection’s ONE condom.................................................................82
Okamoto U.S.A.’s Beyond Seven Condoms ................................................83
New Variant and Fresh Look for Okamoto’s Beyond Seven Condoms .................... 83
Mayer Laboratories’ Kimono MicroThin condoms ......................................83
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Condoms in the U.S.
Chapter 1: Executive Summary
Chapter 5 Marketing Dynamics [Cont.]
New Product Introductions/Innovations ...................................... 85
Church and Dwight Introductions.................................................................85
Trojan Mint Tingle ..................................................................................................... 85
Trojan Her Pleasure Warm Sensations..................................................................... 85
Elexa Premium Latex Condoms................................................................................ 86
Asa Products’ X-Treme Ring Vibrating ........................................................87
Durex Premium Latex ....................................................................................87
Durex Tingling Pleasure with Spearmint Tingling Lubricant Condoms ..................... 87
Warming Pleasure Thin with Sensual Warming Lubricant Condoms........................ 87
Durex Play Sensations Assorted Premium Latex Condoms ..................................... 87
SSL Americas Books Winter Advertising for Durex Tingle Condom and Play
Lubricant ................................................................................................................... 88
Ansell Healthcare Products, LLC..................................................................88
Lifestyles 4Play ......................................................................................................... 88
Radiance International ‘s Erecxel Condom Plus .........................................89
Chapter 6 The Consumer............................................................... 91
Note on Simmons Survey Data and Figures................................................91
Adult Condom Usage in the U.S. .................................................. 93
Figure 6-1 Percentage of U.S. Adults Using Condoms, 2005 (%) ......................... 93
Condom User Selected Key Demographics.................................................94
Young Singles and Young Marrieds.......................................................................... 94
African Americans Skew High ................................................................................... 94
Geography Matters ................................................................................................... 95
Education and Economics......................................................................................... 95
Family Planning......................................................................................................... 95
Table 6-1 Demographic Characteristics Favoring Use of Condoms, 2005 ............ 96
A Closer Look at Condom Usage by Age.....................................................96
Figure 6-2 Percentage of U.S. Adults Using Condoms by Age of User, 2005 (%). 97
Losing Boomers to Viagra ......................................................................................... 97
Table 6-2 Estimated Numbers of AIDS Cases in the U.S. by Year of Diagnosis and
Age of the Persons, 2000-2004.............................................................................. 99
The Touchy Subject of Teens ................................................................................... 99
Table 6-3 Number and Percentage of Births to Unmarried Women in the U.S. by
Age, 2003-2004.................................................................................................... 100
Figure 6-3 Percentage of All Births to Unmarried Women by Age, 2004 ............. 100
The Effect of HIV/AIDS on the Population.................................. 101
Table 6-4 Estimated Numbers of AIDS Cases in the U.S. by Year of Diagnosis and
Race/Ethnicity, 2000-2004 ................................................................................... 101
Table 6-5 Estimated Numbers of AIDS Cases in the U.S. by Year of Diagnosis and
Region, 2000-2004............................................................................................... 103
Condom Preference by Type....................................................... 106
Figure 6-4 U.S. Adults Favoring Use of Condoms by Type of Material, 2005 (%)107
Latex Condom Users versus Natural Skin Condom Users ..................................... 108
Table 6-6 Demographic Characteristics Favoring Use of Condoms by Type, 2005
............................................................................................................................. 108
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Chapter 1: Executive Summary
Condoms in the U.S.
Chapter 6 The Consumer[Cont.]
Condom Usage by Brand............................................................. 109
Figure 6-5 Usage Rates for Condoms by Brand, 2005 (%).................................. 109
Table 6-7 Demographic Characteristics Favoring Use of Condoms by Brand,
2005 ..................................................................................................................... 110
Durex Users ............................................................................................................ 110
Lifestyles Users....................................................................................................... 111
Trojan Users............................................................................................................ 111
Chapter 7 Trends .......................................................................... 113
Condom Manufacturers Target Women .....................................................113
Marketing Focus Shifts from Contraception to Pleasure .........................114
Lack of Data, High Price Limits Market for Polyurethane Condoms .......115
Female Condom Still a Failure ....................................................................116
Table 7-1 Overall Pregnancy Rates by Type of Contraceptives Used ................. 118
U.S. Policies May Contribute to Reduced Condom Sales ........................118
Prime Time for the Condom ........................................................................120
Changing Trends in Sex Education ............................................................121
Battling Ancient Blue Laws .........................................................................123
Use of Nonoxynol-9 based Spermicides Decline ......................................123
Product Trends ............................................................................. 126
Vibrating Condom Rings .............................................................................126
Glow in the Dark Condoms .........................................................................126
Condoms with Climax Delay Lubricant ......................................................127
Custom Sized Condoms ..............................................................................127
Condom Kits – More than Just Condoms ..................................................128
Appendix: Addresses of Selected Marketers ................................ i
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Chapter 1: Executive Summary
Chapter 1
Condoms in the U.S.
Executive Summary
Scope of the Report
This Packaged Facts report examines the U.S. market for condoms sold via retail channels (food
stores, drug stores, and mass merchandisers) tracked through Information Resources Inc. (IRI).
The U.S. market for condoms is comprised of male condoms, which includes latex/natural rubber
condoms, polyurethane/synthetic condoms, and natural membrane/skin condoms. Products such
as lubricating gels, creams, sex toys and accessories are not included in this report. This report
does examine products and trends in the emerging premium condom kits segment, typified by the
Trojan Elexa and Durex 4Play brands, although IRI-tracked data is limited in this area.
Report Methodology
The information contained in this report was obtained from both primary and secondary research
from relevant trade, business, and government sources. For the mass-market sector, Packaged
Facts has based its sales and market share estimates primarily on data from IRI. The analysis of
consumer demographics primarily derives from the Simmons Market Research Bureau (New
York, NY) Fall 2005 consumer survey.
ProductScan Online provided information on new product introductions and their salient features
for 2005. The estimates on consumer advertising expenditure are based on data compiled by TNS
Media Intelligence, the leading provider of strategic advertising and marketing communications
intelligence. The estimates on advertising expenditure for 2005 cover only the 12 months from
January to December. These estimates do not consider promotional expenditure, advertising by
direct mail, co-op. advertising in local merchants’ circulars, local print advertising, or advertising
on the Internet.
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Condoms in the U.S.
Chapter 1: Executive Summary
Market Size and Growth
The total U.S. market for condoms, including sales through all retail channels, stood at $398.3
million in 2005, up 2.8% from $387.6 in 2004. The male contraceptives market recorded a CAGR
of 2.8% from 2001 to 2005.
Figure 1-1
U.S. Retail Sales of Condoms, 2001-2005 (in million $)
420
398.33
400
387.62
381.81
Sales ($ Million)
380
360
373.59
356.23
340
320
300
2001
2002
2003
2004
2005
Source: Packaged Facts
Top Marketers
The U.S. domestic condoms market is highly concentrated with a limited number of players who
compete and differentiate their products based on quality, innovation and price. The three largest
condom marketers in the U.S— Church & Dwight Co., Inc.; SSL Americas, Inc.; and Ansell
Healthcare, Inc.— collectively accounted for 98% of total IRI-tracked retail sales ($239 million)
of condoms in the U.S. in 2005.
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Chapter 1: Executive Summary
Condoms in the U.S.
New Jersey-based Church & Dwight Co., Inc. was the market leader in 2005 with sales worth
$169.8 million and a market share of 71%. With diverse and popular brands such as Trojan,
Elexa, and Naturalamb in its product line, Church & Dwight Co., Inc.’s domination of the market
is not surprising.
With a market share of 15.3% in 2005, Georgia-based SSL Americas, Inc. has seen steady growth
in sales—a CAGR of 2.9% from 2001 to 2005 to reach sales of $36.6 million in 2005. The
second largest condom marketer in the U.S., SSL Americas, Inc. still has a very small market
share in comparison to Church & Dwight Co., Inc.
Except for New Jersey-based Ansell Healthcare, Inc., the top five marketers in the U.S. condoms
market recorded growth in sales in 2005. Ansell Healthcare, Inc. has seen declining market shares
of its Lifestyles brand since 2002, with sales falling from $31.4 million in 2002 to $27.8 million
in 2005.
Other leading marketers include Medtech Products Limited (Inspiral Condoms), Mayer
Laboratories, Inc. (Kimono Condoms), Global Protection Corp., (includes Pleasure Plus, Night
Light, ONE condom brands), and Okamoto U.S.A., Inc. (Crown and Beyond Seven brands).
Top Brands
Trojan, Durex, and Lifestyles, the leading brands from the top three marketers, were predictably
the top three condom brands in the U.S. in 2005. Of these, Trojan and Durex performed
significantly well. Sales of Trojan increased 4.1% from $156.8 million in 2004 to $163.3 million
in 2005. Sales of Durex increased 9.6% from $33.1 million in 2004 to $36.3 million in 2005.
Lifestyles sales fell 2.4% in 2005, to reach $27.4 million.
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Condoms in the U.S.
Chapter 1: Executive Summary
Figure 1-2
IRI-Tracked Retail Shares of the Top Condom Brands, 2005 (%)
All Other Brands
1.95%
Naturalamb
0.51%
Kling Tite
Naturalamb
2.04%
Inspiral
0.53%
Lifestyles
11.46%
Trojan
68.33%
Durex
15.18%
Note 1: Sales through chain supermarkets, drugstores, and mass merchandisers other than Wal-Mart.
Note 2: Trojan brand includes Trojan Enz, Trojan Magnum, Trojan Her Pleasure, Trojan Ultra Pleasure, Trojan Extended
Pleasure, Trojan Plus 2, Trojan Twisted Pleasure, Trojan Supra, Trojan Ultra Thin, Trojan Her Pleasure Warm
Sensations, Trojan Naturalube, Trojan Mint Tingle, Elexa, other Trojan male contraceptives.
Note 3: Durex brand includes Durex Extra Sensitive, Other Durex, Durex Avanti, Durex Ultimate Feeling, Durex High
Sensation, Durex Love, Durex Performax, Durex Intense Sensation, Durex Maximum, Durex Colors & Scents, Durex Play
Sensations, Durex Pure Protection, and Avanti Super Thin Duron.
Note 4: Lifestyles brand includes Lifestyles Ultra Sensitive, Lifestyles Natural Feeling, Lifestyles Discs, Lifestyles Xtra
Pleasure, and other Lifestyles male contraceptives.
Note 5: All Other Brands include Kimono, Pleasure Plus, Beyond Seven, Private Labels and others.
Source: Information Resources Inc. InfoScan Review: Packaged Facts. This material is reprinted with permission.
These three major brands have a variety of sub-brands. Trojan, Trojan Enz, Lifestyles, Trojan
Magnum, and Durex Extra Sensitive were five of the largest selling condom brands in the U.S. in
2005. Trojan Magnum performed particularly well, with 2005 sales increasing 20.8% over the
previous year to $20.5 million. Although Trojan and Trojan Enz were the top performers, sales of
these two brands declined in 2005, by 5.8% and 6.8%, respectively.
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Chapter 1: Executive Summary
Condoms in the U.S.
Marketing Dynamics
Retailing
Family planning items such as condoms, ovulation kits, and pregnancy tests have emerged from
behind the pharmacy counter to places that are more prominent and easy to reach. Sales in drug
stores, in particular, have consequently increased with these products receiving additional
visibility. However, more shelf space and higher visibility are not the only factors supporting the
increase in sales. Chain drug retailers have an advantage over other retailers, with pharmacists
ready and waiting to address consumer queries regarding the use of such products.
Mass retailers such as Walgreen’s, on the other hand, do not limit condoms and other family
planning items to the pharmacy but also stock them in other areas of its stores, including the
checkout counter. At Walgreen’s, the family planning aisle stocks condoms, pregnancy tests,
vaginal moisturizers and accessories like climax control gels. Walgreen’s also have stand-alone
Family Planning Centers, which stock the lower priced store brands of lubricating gels,
pregnancy tests and ovulation kits.
Sexual intimacy products are competing with family planning products for shelf space at
mainstream drug stores and other retailers. Personal lubricants, oils and massagers that comprise
the bulk of the offerings in the intimacy products category are now being bought in drug store
aisles. Retailers now understand the importance of providing shoppers with easy access to
intimacy products and have started including these into their merchandise mix.
Advertising
In 1991, the upstart Fox network ran the first paid condom commercial on a broadcast television
network. Several major cable networks, including MTV, Comedy Central, BET, CNN, TNT,
USA and TBS, followed suit. However, these advertisements were aired late at night with the
obvious intention to keep them away from kids.
On June 1, 2005, two television networks WB and NBC broadcasted the first prime time network
commercial for male contraceptive devices (Church & Dwight’s Trojan brand of condoms).
Trojan’s Vice President of Marketing, Jim Daniels, said, “Network television is an efficient
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Condoms in the U.S.
Chapter 1: Executive Summary
means of reaching consumers, and the prime time hours are probably the best time to do that.”1
Church & Dwight’s “Make a Difference” advertising campaign for its Trojan brand of condoms
calls attention to individual accountability and sexual health, citing statistics about STDs.2
Selected Marketing Initiatives
In May 2005 Church & Dwight made history launching the “Make a Difference” advertising
campaign on prime time television, the first condom advertising campaign to air on television
during prime time. The bold and hard-hitting campaign laid emphasis on the health risks of
unprotected sex and tried to infuse a sense of urgency among sexually active men and women to
practice safer sex and use condoms.3
In a major new product initiative, Church & Dwight targeted the woman condom purchaser in a
more focused manner (This product is not to be confused with female condoms, which are
inserted into the vagina. Elexa is a condom worn by men, but marketed to women). With the
introduction of a premium line of unique sexual health products for women by the name of Elexa,
Trojan extends its spectrum and now takes female sexual health under its wing. In special liaisons
with the retailers, Elexa was placed on shelves located in the feminine care aisle of the store to
make the purchase more comfortable for women.
In an attempt to bring together the benefits of social marketing and brand awareness activities,
Ansell Healthcare, Inc., donated Lifestyles condoms to the “I Know” campaign in 2005. As a part
of this campaign, Lifestyles condoms were distributed in areas of high HIV occurrence, such as
major cities like New York, in exchange for one cent or one token that was called the “condom
token”. The campaign makes use of a web site (www.iknow.tv) to promote the campaign.4
Global Protection, Inc. launched their new product, ONE condoms, in a unique style by kicking
off a consumer condom package design contest held on Valentine’s Day 2005. The contest ended
on June 30, 2005. The winning designs were posted on the website and actually used in the
packaging of ONE condoms and distributed nationwide. The winning designs also received cash
prizes ranging from $100 to $250. The ONE condoms brand brings a fresh look to condom
displays with a sleek contemporary circular outer container, attractive colors, and constantly
refreshed wrapper images. Global Protection, Inc. positions the ONE condom brand as a classy
and reliable choice for men and women
1
ABCNews, June 1, 2005
Drug Store News, Vol. 27, Issue. 10, September 26, 2005
3
Churchdwight.com, News Releases, August 2005
4
Associated Press, May 8, 2005
2
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Chapter 1: Executive Summary
Condoms in the U.S.
Consumers
Low Condom Usage Rates in the U.S.
According to the Simmons Fall 2005 Survey, only 15.1% of U.S. adults use condoms. This low
percentage seems illogical in the face of government data that cites that approximately half of all
pregnancies in the U.S. are unintended5 and that the rate of HIV/AIDS infection was 15.0 per
100,000 in 2004.6
According to the National Opinion Research Center (NORC), which conducts surveys as a part of
a larger study known as the General Social Survey (GSS) sponsored by the National Science
Foundation at the University of Chicago, the number of sexual encounters declines with age. The
frequency of sex is the highest and fairly consistent in the age bracket of 20-30 years. The
frequency drops by about 20% with every 10 years increase in age up to age 64. People aged
between 65–74 show a 60% drop. It is no surprise then, that younger consumers aged 18-44 years
were the heaviest users of condoms. This age segment falls within the 25-50 years age bracket of
people at greatest risks of contracting HIV/AIDS.
Young Singles and Young Marrieds are Heavy Condom Users
Data suggests that both young singles and young marrieds are heavily inclined toward condom
use. Both consumer groups may be interesting in curtailing parenthood for the foreseeable future.
Condom usage skews particularly high for those aged 18-34 (index of 200+ each) and for
unmarried individuals (156).
There is also the suggestion of heavy use among newly married young people when you take into
consideration to Simmons and Census data. According to Simmons those aged 24-35 skewed
very high (203) for condom usage, and according to the U.S. Census Bureau, in 2004 the
estimated median age at first marriage for women in the U.S. was 25.8 years and 27.4 for men. So
while people are marrying slightly later, Simmons data suggests that family planning is still
important for these older newlyweds.
Core Condom Users: Age 18-44
According to the SMRB Fall 2005 survey, younger adult consumers aged 18-44 years were the
core group of condom users in the U.S. Of this section of the population, consumers aged 25-34
5
6
Family Planning Progress Review (www.healthypeople.gov), December 8, 2004
statehealthfacts.org
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Condoms in the U.S.
Chapter 1: Executive Summary
years represented 35% of total condom users, forming the largest group of condom users in the
U.S. in 2005.
Figure 1-3
Percentage of U.S. Adults Using Condoms by Age of User, 2005 (%)
34.96
35
% of U.S. Adults Using Condoms
30
23.77
23.42
25
20
15
11.98
10
4.00
5
1.75
0.12
0
18-24
25-34
35-44
45-54
55-64
65-74
75 and
Over
Age (Years)
Source: Simmons Market Research Bureau, Fall 2005 Study of Media and Markets; Packaged Facts. This material is
reprinted with permission.
Latex versus Lambskin
A majority of condom users (89.2%) use latex condoms, known to be and effective method of
birth control and the safest kinds of protection against HIV/AIDS and other sexually transmitted
diseases.
However, consumers often complain that latex condoms reduce sensation during the act. For this
reason, many consumers use the thinner, natural skin condoms made of sheep intestines, which
can be used to avoid unwanted pregnancies, but not as protection against STDs. This major
drawback limits the use of natural skin condoms. According to the SMRB Fall 2005 Survey, only
10.8% of the consumers used natural skin condoms most often.
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Condoms in the U.S.
Trends and Factors to Growth
Small Consumer Base
Although use of condoms is a key determinant of unintended pregnancies, effective family
planning and prevention of sexually transmitted diseases, as noted, according to Simmons only
15.1% of U.S. adults use condoms. The low condom usage rate is not all bad news though – it
indicates an untapped market that shows good growth potential.
Focus From Contraception to Pleasure
Condom marketers are focusing on more pleasure-oriented products, which represented a major
portion of male condoms market. In 2005, around two-thirds of the condoms on the market were
pleasure-oriented products.7
“Novelty” condom products, such as vibrating condoms, condoms with warming gels, climax
delaying lubricants and others being bundled with regular condoms, are a trend set to grow
bigger. Apart from new product concepts and designs, new bolder packaging, colors and flavors
are also building the new found “pleasure accessory” image of condoms.
Marketing to Women
While men still purchase approximately 70% of condoms, the female consumer is emerging as an
important buyer for condoms. In order to reach female consumers, marketers of male condoms
are offering products that enhance both the shopping experience and the sexual experience
through product development (shaped, textured, flavors, vibrating, etc.) and through more
considerate packaging, marketing and retailing.
For example, in September 2005, Church & Dwight Co. introduced Elexa, a line of sexual wellbeing products under the Trojan brand that include freshening cloths, vibrating ring, condoms,
and intimacy gels. The packaging is comparatively more discreet with dark, subtle colors, delicate
print, and a simple line drawing of a woman (versus any sexually suggestive pictures and words).
7
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Chapter 1: Executive Summary
Abstinence versus Contraception
Condoms operate in a highly charged socio-political environment. From the Vatican, to Congress,
to the local PTA, everyone has an opinion on abstinence versus contraception as the best method
for prevention of pregnancy and disease. This ongoing discussion is a constant threat to condom
sales and future growth.
Moral issues aside, the abstinence stance is clearly not effective, as shown by numerous studies.
In spite of this, the U.S. Government has used foreign aid to pressure other governments to adopt
abstinence education programs. In 2003, when the U.S. global AIDS bill was passed, Congress
added into the law a requirement that one-third of all AIDS prevention funds be spent on
abstinence programs.8
The effect of policy promotion such as this will affected condom sales in the U.S. Major
marketers like SSL Americas and Church & Dwight Company have suffered less compared to the
smaller players. According to IRI, sales of Ansell’s Lifestyles brand of condoms fell 8.4% in
2004 to $28.1 million. In 2005, IRI-tracked sales of Ansell fell by another 1% and unit sales fell
by 3.8% since 2004.
FDA Regulations to Tighten Up
Apart from the existing labeling requirements set by the FDA, a Class II special controls guidance
document comprising recommendations for labeling of male condoms made of natural rubber
latex has been drafted (not for implementation).9 Recommendations in the draft include indication
of the level(s) of packaging and the place on the packaging where the labeling should appear. It
also provides examples of labeling statements that adequately address pregnancies, STDs,
incorrect use of condoms, and special labeling of condoms coated with N-9 (Nonoxynol–9)
lubricant.
Use of Nonoxynol-9 based Spermicides Decline
A 2000 study of N-9’s effectiveness among sex workers in South Africa and Thailand showed
that HIV incidence was actually higher among women using N-9 than among those using other
products. The finding questioned the safety of using N-9 for protection against unwanted
pregnancy.10
8
OpEd News, April 12, 2006
FDA, Class II Special Controls Guidance Document: Labeling for Male Condoms Made of Natural Rubber Latex,
November 14, 2005
10
The Guttmacher Report, Volume 8, Number 2, May 2005
9
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Experts at the World Health Organization (WHO) and the U.S. Centers for Disease Control and
Prevention (CDC) conducted a review of the evidence. The summary report was released by
WHO in October 2001 and the CDC published its public health guidelines for the use of N-9 in
May 2002 asking manufacturers to stop adding N-9 to condoms and sexual lubricants.
Mayer Laboratories and Durex Consumer Products, Inc. have discontinued production of N-9
condoms and lubricants. Planned Parenthood Federation of America (PPFA) promptly stopped
providing N-9 condoms. Ansell Ltd., maker of Lifestyles condoms; and Church & Dwight
Company, maker of Trojan have resisted, and claim that N-9 lubrication on condoms provides
women with back-up protection against pregnancy in case of condom failure.
Product Trends
Vibrating Condom Rings
The vibrating condom – a condom with a battery operated ring that can be attached at the base
(open end) of the condom was one of the central attractions at an inventors’ trade fair in Geneva
in 2004.11 The vibrating condom ring was first sold in the U.S. under the name ViCon. Leading
condom marketers in the U.S. were quick to launch their own versions of the ViCon. Select
brands include Trojan Vibrating Ring, Durex Vibe, Lifestyles 4Play Vibe, The Pleasuring, and
Merit Joy Vibrating Ring.
Glow in the Dark Condoms
Although glow in the dark condoms are not a new product concept, the Night Light brand of glow
in the dark condoms is the first one to be approved by the FDA as a safe condom for prevention
of STIs and unwanted pregnancies. These condoms need around 30 seconds of exposure to light
before use, for the effect of the phosphorescence to show.
Condoms with Climax Delay Lubricant
For men who suffer from premature ejaculations or who are unable to sustain an erection for long
durations now have readily available assistance in the form of climax control lubricants that delay
ejaculation. The three biggest condom brands in the U.S. each have an offering in this category
(the Trojan Extended Pleasure Lubricated Condoms, Durex Performax Condoms, and Lifestyles
Lasting Pleasure Condoms).
11
Daypop, April 3, 2004
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Chapter 1: Executive Summary
Custom Sized Condoms
Famed New York City condom store Condomania offers a line of condoms in 55 sizes. Branded
as “TheyFit,” this line is touted to be sized-to-fit or custom fit according to the buyer’s size.
These condoms are available in 55 combinations of 14 different lengths and 11 different widths.
Condom Kits
A new trend is to sell condoms with pleasure enhancing accessories along with condoms in a
single kit. Designed to enhance foreplay among users, these products will help to create lasting
impressions of these products in the users mind.
One such offering is the 4Play series of condom kits introduced by Ansell Healthcare Inc. in
April 2005. These kits include condoms and accessories such as fruit-scented warming massage
oils, fruity edible body paints, edible vanilla dust, feather ticklers, vibrating rings, body glitter
lotions and silky warming lubricants.
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Outlook
As consumers’ inhibitions relax regarding condom purchase and its usage and marketers launch
condoms with enhanced features, the consumers will be willing to pay a premium. The shift in
focus in condom advertising from protection to pleasure will also influence consumer’s attitudes
toward condom use. The U.S. market for condoms is expected to reach $444.3 million by 2010.
Packaged Facts estimates the market to grow at a CAGR of 2.1% from 2006 to 2010.
Figure 1-3
Projected U.S. Retail Sales of Condoms, 2006-2010 (in million $)
450
444.33
435.59
430
425.68
Sales ($ Million)
416.26
410
408.98
390
370
350
2006
2007
2008
2009
2010
Source: Packaged Facts
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Chapter 2: The Market
Chapter 2
Condoms in the U.S.
The Market
Scope and Methodology
This Packaged Facts report examines the U.S. market for condoms sold via retail channels (food
stores, drug stores, and mass merchandisers) tracked through Information Resources Inc. (IRI).
Generally, “the condom market” and “condoms” reference male condoms, unless otherwise
stated, and include which includes latex/natural rubber condoms, polyurethane/synthetic
condoms, and natural membrane/skin condoms. Products such as lubricating gels, creams, sex
toys and accessories are not included in this report. This report does examine products and trends
in the emerging premium condom kits segment, typified by the Trojan Elexa and Durex 4Play
brands, although IRI-tracked data is limited in this area.
The information contained in this report was obtained from both primary and secondary research
from relevant trade, business, and government sources. For the mass-market sector, Packaged
Facts has based its sales and market share estimates primarily on data from IRI. The analysis of
consumer demographics primarily derives from the Simmons Market Research Bureau (New
York, NY) Fall 2005 consumer survey.
ProductScan Online provided information on new product introductions and their salient features
for 2005.
The estimates on consumer advertising expenditure are based on data compiled by TNS Media
Intelligence, the leading provider of strategic advertising and marketing communications
intelligence. The estimates on advertising expenditure for 2005 cover only the twelve months
from January to December. These estimates do not consider promotional expenditure, advertising
by direct mail, co-op. advertising in local merchants’ circulars, local print advertising, or
advertising on the Internet.
Note: Discussion on overall retail sales of condoms (Figure 2-1) and projections (Figure 2-3)
reflect sales through all retail channels in the U.S., including sales through specialty stores and
other retail channels not covered by IRI. However, category discussions are based only on IRItracked sales through chain supermarkets, drugstores, and mass merchandisers other than WalMart.
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Product Introduction
A condom is a pouch shaped device, generally made of latex or polyurethane that covers a man’s
penis during sexual intercourse to prevent the exchange of body fluids, which can lead to
pregnancies and sexually transmitted diseases such as gonorrhea, syphilis, and HIV.
Condoms are also known as prophylactics and available in three different types: latex,
polyurethane, and natural skin.
Some condoms are not lubricated at all, some are lubricated with a silicone substance, and some
have a water-based lubricant. The lubrication on condoms aims to make the condom easier to put
on and more comfortable to use besides preventing condom breakages.
Latex Condoms
Latex condoms are the most common. They are inexpensive, widely available and offer
reasonably good protection against unwanted pregnancies and sexually transmitted diseases.
However, they are most likely to cause skin irritation, especially in people who are allergic to
latex or natural rubber. Another drawback is that latex condoms can only be used with waterbased lubricants, as oil-based lubricants such as Vaseline or cold cream can deteriorate the latex,
thereby, causing breakage.
Polyurethane Condoms
Polyurethane condoms are made of plastic and a practical option for people allergic to latex.
Polyurethane condoms are thinner than latex condoms and claim to heighten sensations during
intercourse. Both oil- and water-based lubricants can be safely used with polyurethane condoms.
However, these condoms are relatively more expensive, less flexible, and require more
lubrication. Scientific data regarding the efficacy of these condoms is not as well documented as
that for latex condoms, but generally, polyurethane condoms offer comparable protection against
pregnancies and sexually transmitted diseases.
Natural Skin Condoms
Natural skin condoms or lambskin condoms are made from lamb intestines. These condoms are
meant to prevent pregnancies and may enhance sensation during intercourse. They are the most
expensive of the three types and do not protect against sexually transmitted diseases.
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Product Reliability
No condom offers 100% protection from STDs or unwanted pregnancies. According to tests
conducted by the Consumers Union (Consumer Reports, May 1995), latex condoms prevent
pregnancies approximately 95% of the time or more. However, since the actual use may differ
from laboratory conditions, the failure rate for condoms in preventing pregnancies is around 12%.
According to the Consumers Union, when used correctly, latex condoms can prevent the
transmission of STDs up to 98% or even 100% of the time.12 In the U.S., condoms require the
approval of the FDA (Food and Drug Administration). According to another study published in
2004 and conducted over a period of one year, only two of every 100 couples that use male
condoms consistently and correctly will experience an unintended pregnancy. The two cases of
unwanted pregnancies occurred in an estimated 8,300 acts of sexual intercourse, reflecting a
0.02% pregnancy rate with the use of condoms. The study concluded that with perfect use, 98%
women relying on male condoms would remain free of pregnancy. However, with typical use,
only 85% would remain free of pregnancy.13
Studies on the effectiveness of condoms in preventing HIV and other STDs, conducted by the
Center for Disease Control and Prevention (CDC), showed that in sero-discordant couples, where
one partner is HIV-positive and the other is HIV-negative, no uninfected partner became infected
among couples using condoms correctly and consistently at every act of vaginal or anal sex over
the two-year duration of the study. However, among such couples 10% of the uninfected partners
were infected because of inconsistent use of condoms. Among uninfected partners, only 2%, who
used condoms consistently, were HIV-infected as compared to 12% of those who used condoms
inconsistently or did not use condoms.14
Steady Market Growth
The total U.S. market for condoms, including sales through all retail channels, stood at $398.3
million in 2005, up 2.8% from $387.6 in 2004. The male contraceptives market recorded a CAGR
of 2.8% from 2001 to 2005. [Figure 2-1]
12
13
14
Consumers Union of U.S., Inc., May 1995
th
Contraceptive Technology, 18 edition. New York: Ardent Media, 2004
Centers for Disease Control & Prevention (CDC)
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Figure 2-1
U.S. Retail Sales of Condoms, 2001-2005 (in million $)
420
398.33
400
387.62
381.81
Sales ($ Million)
380
360
373.59
356.23
340
320
300
2001
2002
2003
2004
2005
Source: Packaged Facts
The U.S. condoms market is a stable and mature market that has been growing at a steady rate
every year. Increased focus on public education on sexually transmitted diseases and the benefits
of long-term condom continue to help growth in this market.
Continued consumer response to all such initiatives has contributed to the growth in sales of
condoms, as indicated in Figure 2-2 below.
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Figure 2-2
IRI-Tracked Sales of Condoms, 2001-2005 (in million $)
250
239
240
232.57
Sales ($ Million)
229.09
230
224.15
220
213.74
210
200
2001
2002
2003
2004
2005
Note: Sales through chain supermarkets, drugstores, and mass merchandisers other than Wal-Mart.
Source: Packaged Facts Information Resources, Inc. InfoScan Review; Packaged Facts. The information supplied by IRI
is based on data believed to be reliable but is neither all-inclusive nor guaranteed by IRI. Without limiting the generality of
the foregoing, specific data points may vary considerably from other information sources. Any opinions expressed herein
reflect the judgment of MarketResearch.com, Inc., at this date and are subject to change. Reproduction, resale, or other
distribution of this document is expressly prohibited without the written permission of MarketResearch.com or IRI. This
material is reprinted with permission.
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Factors Influencing Growth
The Pleasure Principle
In 2005, around two-thirds of the condoms on the market were pleasure-oriented products.15 A
unique product to hit the condom market in recent times is the vibrating condom. Designed to
arouse the clitoris as well as the male genitals, the ring may be switched on or off, and used
multiple times, lasting generally for around 20 minutes. Select brands include Trojan Vibrating
Ring, Durex Vibe, Lifestyles 4Play Vibe, The Pleasuring, and Merit Joy Vibrating Ring.
Another unique and entertaining product concept is the glow in the dark condom. After 30
seconds of light exposure, the phosphorus pigments cause the condom to glow. Although glow in
the dark condoms are not an entirely new concept, the Night Light brand marketed by Global
Protection, Inc. is the first one to be FDA-approved as a reliable prevention for sexually
transmitted diseases and unwanted pregnancies. Earlier versions have been mere sex accessories
with no real use as contraceptives. The Night Light condom has non-toxic phosphorous pigments
between two layers of latex.
These products reflect the trend toward pleasure-oriented condoms and accessories. Branching
out further, some marketers are selling condom kits that include condoms with pleasure enhancing
accessories. In April 2005, Ansell Healthcare Inc. introduced the 4Play series comprising five
condom kits: 4Play Touch, 4Play Taste, 4Play Tease, 4Play Vibe, and the 4 Play Ignite. These
kits include condoms and accessories, such as fruit-scented warming massage oils, fruity edible
body paints, edible vanilla dust, feather ticklers, vibrating rings, body glitter lotions and silky
warming lubricants. A similar product is offered by Church & Dwight Co. under its Trojan Elexa
brand for women. The Elexa offers condom kits with accessories such as vibrating rings and
freshening cloths.
15
Chain Drug Review, Volume: 28, Number: 4, February 27, 2006
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The Serious Side
Apart from pleasure-oriented products, some condom manufacturers are addressing more serious
intimacy issues such as premature ejaculation and impotency with condoms lined with climax
control lubricants on the inner side, designed to delay ejaculation and sustain erections over
longer periods.
Climax control lubricants generally contain benzocaine – the active ingredient in common
analgesics. Benzocaine desensitizes the penis, resulting in delayed ejaculation and longer lasting
erections. Trojan Extended Pleasure Lubricated Condoms, Durex Performax Condoms, and
Lifestyles Lasting Pleasure Condoms are all condoms featuring climax delaying lubricants.
Condom slippage, breakage and leakage are major concerns playing on the condom user’s mind.
The primary reason for condom failure is incorrect use and incorrect size or improper fit of the
condom. Most condom marketers try to educate the consumers on correct condom use by way of
instructions on the condom pack. However, the innovative New York City-based marketer and
condom retailer Condomania has done the marketplace one better with a line of condoms in 55
sizes. Branded “TheyFit,” these condoms are available in 55 combinations of 14 different lengths
and 11 different widths.
Changes in Consumer Attitudes
Although use of condoms is a key determinant of unintended pregnancies, effective family
planning and sexually transmitted diseases, according to the SMRB, NCS (National Consumer
Survey) Fall 2005 Survey, only 15.1% of U.S. adults use condoms. This is set to increase as
consumer attitudes toward sex and condom use become more relaxed and open to discussion. The
American Sex Survey, released by ABC News in October 2004, charts out the attitudes of
consumers toward sex and other topics related to sex in the U.S.
The survey indicates that 51% respondents discussed fantasies, 42% considered themselves
sexually adventurous, 29% had sex on the first date, and 15% men paid for sex. Among people
who were married or living in a committed relationship, 16% admitted to cheating on their
partners, 14% indulged in a threesome and 12% had sex at work.
The respondents first had sex at an average age of 18 (17 for men, 18 for women). The older adult
respondents reported an average age of 19 for first-time sex, while adults below age 25 reported
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on an average of 16 years old when they first had sex. More women (50%) than men (37%) felt
that they were too young when they first had sex.
Be it premarital sex, homosexuality or discussing fantasies, the younger adults were sexually
more progressive. In the age group of 18 to 29, 71% respondents discussed fantasies, 55% felt
they were sexually adventurous, 71% said there was nothing inappropriate about premarital sex
and 65% said homosexuality was not inappropriate. These figures decrease as the age of
respondents goes up. In the age group of 30 to 39, 55% respondents discussed fantasies, 46% felt
they were sexually adventurous, 66% said there was nothing inappropriate about premarital sex
and 55% said homosexuality was not inappropriate.16
These relaxed attitudes regarding sex, especially among young adults, have led to a more serious
situation where Americans are participating in risky sexual behavior. According to an online
survey of 56,000 people by MSNBC.com and Zogby International in October 2005, only 39% of
adults ask whether a new partner is infected with HIV. Charles Ebel, vice president of health
program resources at the American Social Health Association, explains, “Being able to talk about
it is a huge problem. At the heart of it is the fear of rejection; it’s the fear of being labeled
undesirable.” Apparently the stigma surrounding sexual infections results in many people being
too afraid to be straightforward about their sexual history. According to the survey, 66%
respondents have had sex without protection under the influence of alcohol. While this data is
disturbing, it nonetheless is an opportunity for condom marketers to get more involved in positive
promotions for safe sex practices.
Abstinence versus Contraception
Government supported global and local sexual education and programs are a hot topic in the U.S.
Government programs of late have been focused on a perceived ideal of sexual abstinence in
preventing pregnancy and disease, rather than dealing with the reality that runs counter to that
ideal.
In 2003, when the U.S. global AIDS bill was passed, Congress added a requirement that one-third
of all AIDS prevention funds be spent on abstinence programs.17 While the Government
Accountability Office (GAO), the Global AIDS Alliance and the U.S. Government debate over
the expediency of promoting abstinence before marriage, and the possible ramifications of
16
abc News Primetime Live Poll: The American Sex Survey, October 21, 2004.
OpEd News, April 12, 2006
17
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neglecting contraception techniques such as condom use, the negative impact of the policy in the
global fight against AIDS is already surfacing.
A report from the Government Accountability Office states that the legislation is causing severe
difficulties in the execution of AIDS programs in the 15 countries receiving aid through the
President’s Emergency Plan for AIDS Relief (PEPFAR). These programs are cutting down
spending on services for prevention of HIV transmission from mother to child and condom
promotion to prioritize sexual abstinence before marriage and meet the spending targets set by the
U.S. Government on abstinence programs.18
At home, the U.S. government is pushing for school sex education programs to focus on
abstinence. The abstinence-only sex education program as drafted under the Bush administration
has its supporters as well as critics. According to the Kennedy School National Survey on Sex
Education,19 15% of Americans believe that schools should teach Abstinence-Only-UntilMarriage Programs and not provide information on how to use or even purchase condoms and
other contraceptives. However, in actuality, 30% of public middle schools and high schools that
taught sex education taught abstinence-only, 47% taught abstinence-plus and 20% taught a more
comprehensive program.
While the debate over abstinence versus contraception continues, the focus on abstinence-only
programs in schools means young people could be at a higher risk of contracting AIDS, STDs or
unwanted pregnancies due to lack of knowledge about safe sex and contraceptive use.
Female Condom Little Affect on Male Condom Market
The FC Female Condom – the sole female condom brand in the U.S., distributed by Californiabased Mayer Laboratories, Inc. – has been less successful in the U.S. as compared to some
developing countries. The IRI-tracked sales of female condoms in the U.S. through chain
supermarkets, drugstores, and mass merchandisers other than Wal-Mart fell by 19% in 2004,
further declining to 22% in 2005 to reach $266,844. The female condom is known to offer less
protection from pregnancies as compared to male condoms, and has certain drawbacks that make
it uncomfortable to use.20 Protection against sexually transmitted diseases could also be inferior
18
AIDSMap, Thursday, April 13, 2006
The survey, conducted by Princeton Survey Research Associates from September to October 2003, was based on two
nationwide telephone surveys conducted among a random sample of 1,759 respondents 18 years of age or older who
accurately represent the national population.
20
Health Behavior News Service, Center for the Advancement of Health, February 14, 2006
19
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as these condoms are made of polyurethane, which is known to have a higher failure rate as
compared to latex condoms.21
Marketing Male Condoms to Women
Even though the market for female condoms looks set to go bust, the female consumer is
emerging as an important buyer of male condoms. In order to reach female consumers, marketers
are offering female-focused products that enhance the condom shopping experience and sex
experience for women. Marketers are modifying packaging and brand positioning to make these
products more appealing to women.
In September 2005, Church & Dwight Co. introduced the Elexa line of sexual well-being
products under the Trojan brand that include freshening cloths, vibrating ring, condoms, and
intimacy gels. The packaging is discreet and does not bear any sexually suggestive pictures that
may embarrass the female shopper. Elexa products are located in the feminine care aisle for the
same reason. The principal display package bears the words “a woman’s perspective by Trojan.”
The name Elexa is derived from the Greek goddess Alexa - the “protector of mankind.”
Discussions of Potential Change in Catholic Doctrine
The Vatican has always promoted abstinence and denounced the use of condoms and other
contraceptives. However, in 2005 AIDS claimed the lives of three million people worldwide and
infected five million more. The AIDS crisis is spiraling out of control. The Vatican is feeling
pressure to reconsider its stance regarding condom use.
However, unwilling to shift from its blanket ban on contraception, in fall 2005 Cardinal Alfonso
Lopez Trujillo, President of the Vatican’s Pontifical Council for the Family, said that condoms
actually help spread AIDS. The Church felt that condoms give a false sense of security and do not
guarantee protection from AIDS and that complete abstinence was the only certain way of
fighting the AIDS epidemic.
In defiance of this Vatican policy, the Catholics for a Free Choice, a maverick group, began a
pro-condom advertising campaign with slogans such as “Abstinence has a high failure rate.” The
$300,000 advertising effort, which included spots on the Washington, D.C., Metro on World
21
U.S. Food and Drug Administration, New Ways to Prevent and Treat AIDS (FDA Consumer Reprint), July 12, 2004
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Chapter 2: The Market
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AIDS Day, soon spread to U.S. newspapers and magazines, outlets in South Africa, the
Philippines and other developing countries.22
The World Health Organization also responded by calling the cardinal Trujillo’s statements
incorrect and dangerous. The protests finally led the Vatican to conduct a study on whether it
could permit condoms to battle AIDS. The project had a very narrow scope and considered the
use of condoms only among married Roman Catholic couples in which one partner has the virus.
Many scholars, health professionals and others insist that condom use as a defense against HIV
infection, under specific circumstances, does not contradict the Catholic ban on artificial birth
control.
It is unlikely that the Vatican will reverse its opposition to contraception completely, but the
Vatican’s official announcement regarding condom use under the conditions specified for the
study is eagerly awaited. According to Rev. James Keenan, a moral theologian at Boston College,
“It is still not clear if the Vatican will eventually say anything on the subject.” Cardinal Javier
Lozano Barragan, who heads the Vatican’s office for health care, only confirmed that there was a
“dialogue” under way as part of the study which is a broad examination of bioethical issues.
There have been no official announcements of any results of the study but Milan Cardinal Carlo
Maria Martini, said that condoms were the “lesser evil” in combating AIDS.23
22
23
Newsweek, December 15, 2005
AP Worldstream, May 4, 2006.
July 2006
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Chapter 2:The Market
Condoms in the U.S.
Outlook
With continued innovation and growth of a more open-minded consumer base, the U.S. market
for condoms is expected to reach $444.3 million by 2010. Packaged Facts estimates the market to
grow at a CAGR of 2.1% from 2006 to 2010.
Figure 2-3
Projected U.S. Retail Sales of Condoms, 2006-2010 (in million $)
450
444.33
435.59
430
425.68
Sales ($ Million)
416.26
410
408.98
390
370
350
2006
2007
2008
2009
2010
Source: Packaged Facts
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Chapter 2: The Market
Condoms in the U.S.
FDA Regulation
Federal Food and Drug Administration (FDA) regulations extend to the marketing and selling of
condoms by condom-makers in the U.S. The FDA classifies and regulates condoms as Class II
medical devices. Congress brought Class II medical devices under the Safe Medical Devices Act
of 1990, subjecting it to optional special controls established by the FDA. However, the FDA has
not specified special control measures regarding condoms until now. FDA regulations comprise
two regulatory systems:
1. Pre-market controls
2. Post-market controls
While pre-market controls regulate condoms when they are introduced in the market and are
based on the 510(k) pre-market notification procedures, post-market controls require compliance
with the Quality System Regulation.
Pre-marketing Notification Under Section 510(K)
The Medical Device Amendments of 1976 authorizes the FDA to control the market introduction
of all medical devices. One of the ways to legally market a new device is to obtain an order that
accepts the new device as “substantially equivalent” to a device previously marketed. To obtain
such an order, the manufacturer or importer of the new medical device must provide pre-market
notification (PMN) to the FDA under section 510(k) of the act with relevant information that will
enable the FDA to determine whether the item is “substantially equivalent” to a previously legally
marketed device.24
Condoms are Class II devices not exempted from section 510(k) requirements. Thus, the PMN
must be submitted to the FDA before introducing a new male condom in the market or a
substantially modified condom existing in the market. Most new latex condoms meet the
“substantially equivalent” requirement with respect to condoms that are already in the market,
and, hence approved through the “substantially equivalent” classification.
24
National Institute of Allergy and Infectious Diseases, National Institutes of Health, Department of Health and Human
Services
July 2006
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Chapter 2:The Market
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Abbreviated 510(k) Requirements
The FDA also allows abbreviated submissions for condom PMN. Conforming to recognized
consensus standards that essentially assure the FDA of the safety and effectiveness of the
condoms could achieve this. A 510(k) PMN that states the device to be compliant with the
recognized consensus standards will, in most cases, not require an FDA review of the actual test
data for those aspects of the product covered in the standards.25
However, compliance with consensus standards is not always a sufficient base for regulatory
approval, and the FDA retains the right to seek the actual test data. This usually occurs usually in
cases where the new device or intended use of the device may raise safety and effectiveness
concerns left unaddressed by consensus standards. Consensus standards26 will also not be
adequate for marketing approval in cases where the regulations are more rigorous than consensus
standards.
A
list
of
approved
consensus
standards
is
posted
on
the
FDA
website
(http://www.accessdata.fda.gov/scripts/cdrh/cfdocs/cfStandards/search.cfm) and manufacturers
can make a declaration of conformity to any of the standards in the list.
In case of condoms, the FDA-drafted guidance document for a PMN refers to the ASTM
(American Society for Testing and Materials) voluntary consensus standard for condoms and the
ISO (International Standards Organization) voluntary consensus standard for biological
evaluation of medical devices. A producer can use the guidance document to show compliance
with these consensus standards for latex condoms for obtaining “substantial equivalent” status
from the FDA.
25
U.S. Food and Drug Administration
Consensus Standards are standards recognized by the FDA for use in evaluating medical devices before they are
approved for market entry.
26
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Chapter 2: The Market
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Quality System Regulation of Condoms (Post-Market Regulatory Control)
The Quality System Regulation is a post-market regulatory control applying to condoms that are
already being sold in the market. The regulation requires condom manufacturers to comply with
desirable manufacturing practices and adhere to the following standards:
1. Manufacturers must use quality assurance standards for new condom designs.
2. Manufacturers must use valid processes in condom manufacture, so that they conform to
design specifications.
3. Manufacturers must apply strict product release criteria to condoms.27
27
www.niaid.nih.gov/dmid/stds/condomreport
July 2006
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Chapter 2:The Market
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Labeling
Labeling requirements for latex condoms are contained in the following two regulations:
1. User labeling for latex condoms (21 CFR 801.435)
2. User labeling for devices that contain natural rubber (21 CFR 801.437)
Additionally, condom manufacturers must ensure that their devices meet the general labeling
requirements for medical devices described in 21 CFR Part 801.28
Existing labeling requirements for latex condoms include the following:
Expiration Date
To address the risk of condom deterioration due to product aging, the retail and primary condom
package (individual foil) must include the expiration date that is no later than five years from the
date of product packaging. This expiration date must be supplemented by shelf life data compiled
by the condom manufacturer.
Caution Regarding Natural Rubber Latex and Allergic Reactions
Devices containing natural rubber latex pose a significant health risk to some individuals. To
address this risk, the packaging of latex condoms and all other devices containing natural rubber
latex that come in contact with the human body are required to display the following statement in
bold print: “Caution: This Product Contains Natural Rubber Latex Which May Cause
Allergic Reactions.”
This statement must appear on the principal display panel of the packaging and the primary
condom package. In condom packaging, the “principal display panel” is generally the external
box and the “primary condom package” is generally a foil.
General Labeling Requirements for Medical Devices
Condoms are subject to the general labeling provisions described in 21 CFR part 801, Subpart A.
Moreover, condoms are OTC devices and are, therefore, subject to the requirements described in
21 CFR Part 801, Subpart C for OTC devices.
28
U.S. Food and Drug Administration
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The labeling on latex condoms must include adequate directions for use to ensure their correct
usage. An example of acceptable directions for use for latex condoms can be found at the FDA
website (http://www.fda.gov/cdrh/dsma/470.pdf.).
Labeling Recommendations
Apart from the existing labeling requirements, a Class II special controls guidance document
comprising recommendations for labeling of male condoms made of natural rubber latex has been
drafted (not for implementation).29
Recommendations in the draft include indication of the level(s) of packaging and the place on the
packaging where the labeling should appear. It also provides examples of labeling statements that
adequately address the following issues:
Pregnancy
Both the principal display panel of the retail package and the primary condom package should
indicate contraception as one of the principal intended actions of the latex condom.
The package insert should include similar information titled “Important information.” The
package insert should also contain a contraceptive effectiveness table comparing pregnancy rates
resulting from condom use with pregnancy rates for other barrier contraceptive methods.30
A sample table published in the “Guidance for Industry – Uniform Contraceptive Labeling (July
23, 1998)” available at (http://www.fda.gov/cdrh/ode/contrlab.html) is recommended for this
purpose.
Sexually Transmitted Diseases (STDs)
The principal display panel, the package insert, and the primary condom package should also
indicate protection from Human Immunodeficiency Virus/Acquired Immune Deficiency
Syndrome (HIV/AIDS) as one of the principal intended actions of the latex condom.
The two principal intended uses may be combined into one statement: “When used correctly
every time you have sex, latex condoms greatly reduce, but do not eliminate, the risk of
pregnancy and the risk of catching or spreading HIV, the virus that causes AIDS.”
29
FDA, Class II Special Controls Guidance Document: Labeling for Male Condoms Made of Natural Rubber Latex,
November 14, 2005
30
FDA, Office of Women’s Health, Pregnancy Rates for Birth Control Devices
July 2006
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Chapter 2:The Market
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The principal display panel and package insert of condoms should indicate that various STDs can
spread through contact with genital organs or genital fluids, and that latex condoms can help
prevent the transmission of STDs. The package insert should include specific examples of
diseases, such as chlamydia and gonorrhea, which spread in this manner. The retail package
labeling should also explain that other types of sexual contact might also spread some STDs. The
package insert should indicate that condoms provide less protection for certain STDs, including
genital herpes and human papalloma virus (HPV) infection that can also be spread by contact
with infected skin outside the area covered by a condom.
The statements recommended for the package insert could be combined into one package insert
statement that would address all the applicable identified risks of pregnancies and STDs. This
should be followed by a statement that provides the user with additional sources of information
on STDs, such as a health care provider or other information provided by government public
health agencies.
Incorrect or Inconsistent Use
The package insert should include appropriate precautions regarding the use of condoms, such as:
•
Use a new condom every time you have sexual intercourse or other acts between
partners that involve contact with the penis.
•
Do not reuse condoms.
•
Store condoms in a cool, dry place.
•
If the rubber material is sticky, brittle, or obviously damaged, do not use the condom.
•
If a lubricant is wanted, use water-based lubricants such as [name of lubricant].
•
Do not use oil-based lubricants such as those made with petroleum jelly (e.g.,
Vaseline), mineral oil, vegetable oil, or cold cream, as these may damage the
condom.
Use of N-9 in Condoms with Spermicidal Lubricant
Special control labeling recommendations apply to latex condoms classified under 21 CFR
884.5310 and containing a lubricant with N-9. Since 1982, the labeling on condoms with N-9 was
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Chapter 2: The Market
Condoms in the U.S.
required to include a statement on the effectiveness of the contraceptive. Subsequently, the
potential health hazards of N-9 under some circumstances have become known.
FDA recommends appropriate cautionary statements for latex condoms containing N-9 and when
this guidance becomes effective as a special control, it will supersede the contraceptive
effectiveness statement.
Limited Benefits of N-9
The retail package of latex condoms with N-9 should include a statement indicating that the
lubricant on the condom contains N-9 and kills sperm, but the effectiveness of pregnancy
protection contributed by N-9 has not been calculated.
N-9 Does Not Protect Against HIV/AIDS or Other Sexually Transmitted Diseases
The retail package should state that N-9, which is present in the product, does not provide
protection from HIV/AIDS or other STDs.31
Risks of N-9 Irritation and Transmission of HIV/AIDS
The retail package should include a risk statement prefaced by the words “Nonoxynol-9
Warning.” The statement should inform users of the risk of vaginal irritation and possible
increased risk of transmission of HIV/AIDS from an infected partner due to the presence of N-9.
The retail package should also inform users that even if one of the partners has HIV/AIDS or if
the infection status of one is unknown, latex condoms without N-9 should be used.
Risks of Anal Use of Condoms with N-9
The retail package of latex condoms containing N-9 should include a statement, “Nonoxynol-9
Warning,” informing users that N-9 can irritate the rectum and condoms with N-9 should not be
used for anal sex. This statement may appear on a panel other than the principal display panel.
Where package space permits, the FDA encourages a combined N-9 statement such as:
“The lubricant on this condom contains the spermicide nonoxynol-9 (N-9), which kills
sperm; however, the amount of additional pregnancy protection provided by the N-9 has not
been measured. The N-9 lubricant on this condom does not protect against HIV/AIDS or
other sexually transmitted diseases.”
31
WHO/CONRAD Technical Consultation on Nonoxynol-9, June 25, 2002
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Chapter 2:The Market
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In case the space on the primary condom package is insufficient, the primary package may
include a statement referring the user to other parts of the package or package insert for detailed
information.
Even though this guidance is not meant for condoms made of materials other than latex, FDA
recommends that manufacturers of synthetic condoms using N-9 should also follow all the
labeling suggestions related to N-9. FDA also advocates manufacturers of natural skin condoms
with N-9 to follow all the N-9 labeling suggestions except the anal use warning.
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Chapter 3: The Marketers
Chapter 3
Condoms in the U.S.
The Marketers
Top Condom Marketers
The trend toward pleasure-enhancing products and accessories has added a new dynamism to the
mature U.S. condoms market, providing marketers with a new opportunity to push sales, as
evidenced by the 2.8% market growth (including Wal-Mart) in 2005. This compares to a 1.5%
growth in the market in the previous year.
Church & Dwight Co., Inc.
New Jersey-based Church & Dwight Co., Inc. was the market leader in 2005, with sales worth
$169.8 million and a market share of 71%. With diverse and popular brands such as Trojan,
Elexa, and Naturalamb in its product line, Church & Dwight Co., Inc.’s domination of the market
is not surprising. [Table 3-1]
SSL Americas, Inc.
With a market share of 15.3% in 2005, Georgia-based SSL Americas, Inc. has seen steady growth
in sales—a CAGR of 2.9% from 2001 to 2005 to reach sales of $36.6 million in 2005. The
second largest condom marketer in the U.S., SSL Americas, Inc. still has a very small market
share in comparison to Church & Dwight Co., Inc.
Ansell Healthcare, Inc.
Except for New Jersey-based Ansell Healthcare, Inc., the top five marketers in the U.S. condoms
market recorded growth in sales in 2005. Ansell Healthcare, Inc. has seen declining market shares
of its Lifestyles brand since 2002, with sales falling from $31.4 million in 2002 to $27.8 million
in 2005. [Table 3-1]
July 2006
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Chapter 3: The Marketers
Condoms in the U.S.
Medtech Products Limited
Medtech Products Limited develops and manufactures innovative male and female barrier
contraceptives at a FDA-approved manufacturing facility in India. The company carved out a
niche in the U.S. market with some innovative designs. Indian physician Dr. AVK Reddy, a.k.a.
‘the Leonardo da Vinci of condoms’, created these condoms. The epithet first appeared in a quote
in an April 11, 1999 New York Times article, which named him so in appreciation of his
innovative Pleasure Plus condom which had a pouch at the head of the condom. The extra folds
of the pouch moved against the underbelly of the penis head, creating a friction against the
sensitive nerve endings in that area. Boston-based Global Protection Corp. bought the rights to
the Pleasure Plus condom and reintroduced the Pleasure Plus condom in 1999. Dr. Reddy then
introduced a new spiral shaped, spring action condom called the Inspiral condom, which hit stores
in June 1999.32
Designs that currently sell under the Medtech Products Limited banner include the Inspiral, ND
04 (a sinusoidal design in place of a spiral), Double Spiral, Multi Spiral, and the Spring Spiral.
The company also makes a latex female condom called the VA-Feminine condom (approved for
distribution in India and Europe), which awaits FDA approval. This condom contains a soft
sponge that holds it in place inside the vagina and has a V-shaped external rim. Medtech Products
Ltd., and Intellx, Inc. (distributor of Inspiral, headquartered in Michigan), introduced it in
Germany and Spain in 2002, as the first female condom made of latex.33 Constant innovation and
sharp focus on a niche market that seeks condoms that are more of pleasure toys/products has
helped the company grow. IRI-tracked retail sales of Medtech Products Limited increased from
$63 thousand in 2001 to $1.3 million in 2005.
Mayer Laboratories, Inc.
California-based Mayer Laboratories, Inc., built its reputation in the U.S. with its Kimono brand
of male condoms and its customer-centric approach to the market.
The company launched the Kimono brand of condoms in 1987 and marketed it to women, as
opposed to the industry norm at the time and in stark contrast to some of the male-centered
brands like Sheik, Ramses, and Trojan dominating the market. Mayer was the first condom
producer to air television advertisements specifically targeted toward gay men, and to launch the
first large condom in the U.S., MAXX, in 1988. In 1991, Mayer launched the Kimono
32
33
Rediff On The Net, News, U.S. Edition, June 6, 1999
Information & Knowledge for Optimal Health (INFO) Project, (www.infoforhealth.org)
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Chapter 3: The Marketers
Condoms in the U.S.
MicroThin, which effectively created a new segment in the condom market for ultra thin
condoms.
In 2002, Mayer became the first condom company in the U.S. to discontinue production of all
condoms coated with the Nonoxynol-9 (N-9) spermicide in response to newly discovered public
health risks associated with N-9.34
Global Protection Corp.
Massachusetts-based Global Protection Corp., manufacturer of the Pleasure Plus, Night Light,
Custom Condoms, ONE condom, Seasonal/Fun Condoms, and Atlas condom brands, was
awarded Inc. Magazine/ICIC’s Inner City 100 honor, in recognition of it being one of the fastest
growing inner-city businesses in the U.S. in 2002 and 2003.
The company achieved 137% growth from 1997 to 2001 to register 2001 revenues in excess of
$2.3 million.35 However, condom sales at Global Protection Corp. have been falling recently; IRItracked sales of condoms fell from $1 million in 2003 to $0.9 million in 2005. Even the February
14, 2005, launch of its newest product line, ONE condom, with a new concept in packaging and
brand image failed to revive sagging sales.36
Okamoto U.S.A., Inc.
Okamoto U.S.A., Inc., based in Connecticut, is a wholly owned subsidiary of Japan’s Okamoto
Industries, Inc., and made its mark in the U.S. condoms market with very thin condoms such as
the Crown and Beyond Seven brands. However, with almost every other marketer offering
similar products, Okamoto U.S.A., Inc. does not have any unique products on the shelf. IRItracked sales of Okamoto U.S.A., Inc. fell at a CAGR of 14.8% from 2001 to 2005 to reach $0.8
million.
34
Mayer Laboratories, Inc. Company Website (www.mayerlabs.com)
Global Protection Corp., Press Release, April 30, 2003.
36
ONE Condom, Press Release, February 14, 2005.
35
July 2006
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Chapter 3: The Marketers
Condoms in the U.S.
Table 3-1
IRI-Tracked Retail Sales of Top Condom Marketers, 2001-2005 (in million $)
2001
2002
2003
2004
2005
CAGR
2001-2005
(in %)
$143.63
$152.58
$159.52
$166.09
$169.76
4.27%
SSL Americas, Inc.
32.72
32.14
33.12
33.34
36.61
2.85
Ansell Healthcare, Inc.
29.59
31.37
30.65
28.09
27.82
-1.53
Medtech Products Limited
0.06
0.64
0.80
1.19
1.27
111.91
Mayer Laboratories, Inc.
0.71
0.91
0.86
0.93
1.09
11.10
Global Protection Corp.
0.32
0.66
1.02
1.00
0.94
31.17
Okamoto USA, Inc.
1.56
1.51
1.25
0.96
0.82
-14.80
Private Label
0.19
0.19
0.18
0.21
0.29
10.90
All Others
4.96
4.16
1.68
0.75
0.40
-46.62
$213.74
$224.15
$229.09
$232.57
$239.00
2.83%
Marketer
Church & Dwight Co., Inc.
Total
Note: Sales through chain supermarkets, drugstores, and mass merchandisers other than Wal-Mart.
Source: Information Resources Inc. InfoScan Review: Packaged Facts. This material is reprinted with permission.
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Chapter 3: The Marketers
Condoms in the U.S.
Marketer Performance Analysis
The U.S. domestic condoms market is highly concentrated with a limited number of players, who
compete and differentiate their products based on quality, innovation, and price. The three largest
condom marketers in the U.S— Church & Dwight Co., Inc.; SSL Americas, Inc.; and Ansell
Healthcare, Inc.— collectively accounted for 98% of total IRI-tracked retail sales ($239 million)
of condoms in the U.S. in 2005. [See Table 3-1]
Figure 3-1
IRI-Tracked Retail Market Shares of Top U.S. Condom Marketers, 2005 (%)
Ansell Healthcare
11.64%
All Others
2.01%
SSL Americas,
Inc.
15.32%
Church & Dwight
Co., Inc.
71.03%
Note: Sales through chain supermarkets, drugstores, and mass merchandisers other than Wal-Mart.
Source: Information Resources Inc. InfoScan Review: Packaged Facts. This material is reprinted with permission.
July 2006
©MarketResearch.com, Inc.
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Chapter 3: The Marketers
Condoms in the U.S.
Figure 3-2
IRI-Tracked Retail Market Shares of Top U.S. Condom Marketers, 2001 versus 2005 (%)
80
2001
71.03
2005
67.20
70
60
50
40
30
20
15.31
15.32
13.84
11.64
10
2.32
0.17
0
Church & Dwight
Co., Inc.
SSL Americas, Inc.
Ansell Healthcare
All Others
Note 1: Sales through chain supermarkets, drugstores, and mass merchandisers other than Wal-Mart.
Note 2: All Others include Mayer Laboratories, Inc., Medtech Products Limited, Global Protection Corp., Okamoto USA,
Inc., Private Label, and others.
Source: IRI InfoScan Review; Packaged Facts. This material is reprinted with permission.
Church & Dwight Co., Inc.
As per IRI-tracked retail market shares of the top three marketers over the 2001-2005 period, only
Church & Dwight Co., Inc., the largest condom marketer in the U.S., managed to expand its
market share (by more than three percentage points) and now commands 71% of the U.S. condom
market.
The formula of combining protection with pleasure has proved successful for the Trojan brand. In
2005, products such as the Trojan Extended Pleasure, Her Pleasure, Twisted Pleasure, Shared
Pleasure (introduced in 2004), Trojan Mint Tingle (flavored lubricated condom introduced in
2005), and Magnum with Warm Sensation lubricant (introduced in 2004) certainly have helped
Church & Dwight retain its market domination.
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Chapter 3: The Marketers
Condoms in the U.S.
In 2005, the company launched Elexa, a premium line of sexual health products for women that
includes condoms, moist wipes, intimacy gels, and other accessories. The product is located in the
feminine care aisle of retail stores. Church & Dwight intends to further expand the Trojan product
line in 2006 with several new products, including a new ultra-thin condom.37
SSL Americas, Inc.
SSL Americas, Inc., which makes the Durex brand, saw no change in its 15.3% market share of
the U.S. condom market over the 2001-2005 period. However, this does not mean that sales are
stagnant, as the size of the overall U.S. market for condoms increased in that period. The
company has manufactured condoms since 1929; its Durex brand commands a 29% share of the
global branded condoms market.38 In the U.S., SSL Americas is the second largest condom
marketer. The company also has the largest condom production capacity in the world, with
manufacturing facilities in the U.S., U.K., Spain, China, India, and Thailand.39
According to CEO Garry Watts, the company prefers positioning Durex as a brand that provides
safety and at the same time helps consumers live a happy, healthy and fulfilling sex life. Watts
states that the strategy is to focus on three core elements of the Durex range: premium condom
brands such as Pleasuremax and Performa, personal lubricants, and introduction of the Durex
‘Play’ range of vibrators. Apart from innovative product development, advertising has helped
drive key markets.40
SSL’s advertising initiatives are mainly focused on the print and radio. The company spent $1.4
million on advertising Durex condos in 2005.41 For instance, the Durex Tingling Pleasure condom
was first advertised in Maxim magazine in August 2005, while the Durex Warming Pleasure
condom was advertised in FHM magazine in July 2005.
37
Church & Dwight Co., Inc., Annual Report 2005
SSL International plc, Annual Report 2005
39
Total Access Group (California based Total Access Group, Inc. helps community and non-profit organizations in
education and protection efforts and enables these organizations to distribute more prevention materials at warehouse
prices.)
40
SSL International plc, Annual Report 2005
41
TNS Media Intelligence, 2005
38
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Chapter 3: The Marketers
Condoms in the U.S.
Performance Analysis of the Top Condom Brands
Trojan, Durex, and Lifestyles, the leading brands from the top three marketers, were predictably
the top three condom brands in the U.S. in 2005. Of these, Trojan and Durex performed
significantly well. Sales of Trojan increased 4.1% from $156.8 million in 2004 to $163.3 million
in 2005. Sales of Durex increased 9.6% from $33.1 million in 2004 to $36.3 million in 2005.
Lifestyles sales fell 2.4% in 2005, to reach $27.4 million. [Table 3-2]
These three major brands have a variety of sub-brands. Trojan, Trojan Enz, Lifestyles, Trojan
Magnum, and Durex Extra Sensitive were five of the largest selling condom brands in the U.S. in
2005. Trojan Magnum performed considerably well with 2005 sales increasing 20.8% over the
previous year to $20.5 million. Although Trojan and Trojan Enz were the top performers, sales of
these two brands declined in 2005, by 5.8% and 6.8%, respectively. [Table 3-3]
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Chapter 3: The Marketers
Condoms in the U.S.
Figure 3-3
IRI-Tracked Retail Shares of the Top Condom Brands, 2005 (%)
All Other Brands
1.95%
Naturalamb
0.51%
Kling Tite
Naturalamb
2.04%
Inspiral
0.53%
Lifestyles
11.46%
Trojan
68.33%
Durex
15.18%
Note 1: Sales through chain supermarkets, drugstores, and mass merchandisers other than Wal-Mart.
Note 2: Trojan brand includes Trojan Enz, Trojan Magnum, Trojan Her Pleasure, Trojan Ultra Pleasure, Trojan Extended
Pleasure, Trojan Plus 2, Trojan Twisted Pleasure, Trojan Supra, Trojan Ultra Thin, Trojan Her Pleasure Warm
Sensations, Trojan Naturalube, Trojan Mint Tingle, Elexa, other Trojan male contraceptives.
Note 3: Durex brand includes Durex Extra Sensitive, Other Durex, Durex Avanti, Durex Ultimate Feeling, Durex High
Sensation, Durex Love, Durex Performax, Durex Intense Sensation, Durex Maximum, Durex Colors & Scents, Durex Play
Sensations, Durex Pure Protection, and Avanti Super Thin Duron.
Note 4: Lifestyles brand includes Lifestyles Ultra Sensitive, Lifestyles Natural Feeling, Lifestyles Discs, Lifestyles Xtra
Pleasure, and other Lifestyles male contraceptives.
Note 5: All Other Brands include Kimono, Pleasure Plus, Beyond Seven, Private Labels and others.
Source: Information Resources Inc. InfoScan Review: Packaged Facts. This material is reprinted with permission.
July 2006
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Chapter 3: The Marketers
Condoms in the U.S.
Table 3-2
IRI–Tracked Retail Sales of the Top Condom Brands (Consolidated by Parent Brand),
2001-2005 (in $ million)
2001
2002
2003
2004
2005
% Change
2004-2005
Trojan
$130.33
$140.30
$148.76
$156.81
$163.30
4.14%
Durex
29.87
30.93
32.42
33.11
36.27
9.56
Lifestyles
29.41
31.00
30.52
28.06
27.38
-2.44
Kling Tite Naturalamb
8.36
8.32
8.17
8.21
4.89
-40.43
Inspiral
0.06
0.64
0.80
1.19
1.27
6.54
Naturalamb
0.00
0.00
0.00
0.00
1.22
N/A
Kimono
0.67
0.87
0.82
0.91
1.00
10.11
Pleasure Plus
0.32
0.57
0.76
0.98
0.92
-6.44
Beyond Seven
1.12
1.10
0.93
0.72
0.64
-11.93
Private Label
0.19
0.19
0.18
0.21
0.29
37.41
Other Brands
13.40
10.23
5.72
2.37
1.82
-23.29
$213.74
$224.15
$229.09
$232.57
$239.00
2.76%
Brands
Total
Note 1: Sales through chain supermarkets, drugstores, and mass merchandisers other than Wal-Mart.
Note 2: Trojan brand includes Trojan Enz, Trojan Magnum, Trojan Her Pleasure, Trojan Ultra Pleasure, Trojan Extended
Pleasure, Trojan Plus 2, Trojan Twisted Pleasure, Trojan Supra, Trojan Ultra Thin, Trojan Her Pleasure Warm
Sensations, Trojan Naturalube, Trojan Mint Tingle, Elexa, other Trojan male contraceptives.
Note 3: Durex brand includes Durex Extra Sensitive, Other Durex, Durex Avanti, Durex Ultimate Feeling, Durex High
Sensation, Durex Love, Durex Performax, Durex Intense Sensation, Durex Maximum, Durex Colors & Scents, Durex Play
Sensations, Durex Pure Protection, and Avanti Super Thin Duron.
Note 4: Lifestyles brand includes Lifestyles Ultra Sensitive, Lifestyles Natural Feeling, Lifestyles Discs, Lifestyles Xtra
Pleasure, and other Lifestyles male contraceptives.
Note 5: Kimono brand includes Kimono Plus, and other Kimono male contraceptives.
Source: Information Resources Inc. InfoScan Review: Packaged Facts. This material is reprinted with permission.
Page 44
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July 2006
Chapter 3: The Marketers
Condoms in the U.S.
Table 3-3
IRI–Tracked Retail Sales of Top Condom Sub-Brands, 2001-2005 (in $ million)
Brand
2001
2002
2003
2004
2005
% Change
2001-2005
Trojan
$61.94
$62.77
$60.29
$58.67
$55.30
-5.75%
Trojan Enz
40.12
39.38
39.13
37.85
35.29
-6.76
Lifestyles
24.55
23.63
21.98
20.99
21.45
2.21
Trojan Magnum
8.29
11.34
13.65
16.93
20.45
20.83
Durex Extra Sensitive
14.76
15.00
15.46
13.09
13.23
1.10
Durex
0.00
0.00
0.60
6.55
10.67
62.83
Trojan Her Pleasure
0.00
3.10
8.32
9.81
10.33
5.32
Trojan Ultra Pleasure
10.30
10.53
10.25
9.50
8.72
-8.23
Trojan Extended Pleasure
2.97
5.88
6.65
7.10
7.09
-0.19
Trojan Plus 2
0.41
0.40
0.15
4.96
6.41
29.15
Trojan Twisted Pleasure
0.00
0.00
3.27
5.30
5.72
7.93
Kling Tite Naturalamb
8.36
8.32
8.17
8.21
4.89
-40.43
Trojan Supra
4.70
5.27
5.14
4.51
4.67
3.46
Lifestyles Ultra Sensitive
2.19
4.66
6.29
4.94
4.17
-15.54
Trojan Ultra Thin
1.58
1.63
1.91
2.18
3.20
46.98
Other Brands
33.57
32.24
27.83
21.98
27.41
24.68
$213.74
$224.15
$229.09
$232.57
$239.00
2.76%
Total
Note: Sales through chain supermarkets, drugstores, and mass merchandisers other than Wal-Mart.
Source: Information Resources Inc. InfoScan Review: Packaged Facts. This material is reprinted with permission.
Trojan
Trojan Enz, a no frills, lubricated condom with a reservoir tip is one of the leading sellers from
the Trojan stable, accounting for 21.6% of Trojan condom sales in the U.S. in 2005. Trojan
Magnum has essentially the same features, but is larger than the standard size and tapered at the
base for a secure fit. Trojan Her Pleasure condoms are available in two variants: one with a
spermicidal lubricant, and another with a warming lubricant. Both variants have a prominent
ribbing pattern of raised rings near the open end of the condom to provide additional sensations to
the female partner during sexual intercourse. The success of Trojan Her Pleasure condoms marks
a significant development in the condom market toward designing male condoms that are more
pleasurable for the female partner. IRI-tracked sales of Trojan Her Pleasure condoms grew 5.3%
in 2005 to reach $10.3 million. [Figure 3-4]
July 2006
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Chapter 3: The Marketers
Condoms in the U.S.
Figure 3-4
IRI-Tracked Retail Shares of the Trojan Brand of Condoms by Sub-Brand, 2005 (%)
Trojan Supra
2.86%
Other Trojan
Brands
39.57%
Trojan Twisted
Pleasure
3.50%
Trojan Plus 2
3.92%
Trojan Extended
Pleasure
4.34%
Trojan Ultra
Pleasure
5.34%
Trojan Her
Pleasure
6.33%
Trojan Enz
21.61%
Trojan Magnum
12.52%
Note 1: Sales through chain supermarkets, drugstores, and mass merchandisers other than Wal-Mart.
Note 2: Others Trojan Brands include Trojan Ultra Thin, Trojan Her Pleasure Warm Sensations, Trojan Naturalube, Trojan
Mint Tingle, Trojan Elexa, and other Trojan brands.
Source: Information Resources Inc. InfoScan Review: Packaged Facts. This material is reprinted with permission.
Durex
Most of the condoms under the Durex banner are thinner than regular condoms or have some
pleasure/sensation-enhancing features. Durex Extra Sensitive condoms claim to be 20% thinner
than regular condoms, with less of a latex scent. These condoms accounted for 36.5% of total
Durex condom sales in the U.S. in 2005. Durex Avanti is a colorless polyurethane condom that is
thinner than latex. Meant for people allergic to latex, these condoms are also used by those who
want the greater sensation offered by the thin polyurethane film. Durex Ultimate Feeling and
Durex High Sensation are both ribbed. Durex Love is a thin condom with less of latex scent
launched in 2004; the product accounted for 4.5% or $1.6 million of Durex condom sales in the
U.S. in 2005. [Figure 3-5]
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Chapter 3: The Marketers
Condoms in the U.S.
Figure 3-5
IRI-Tracked Retail Shares of the Durex Brand of Condoms by Sub-Brand, 2005 (%)
Durex Maximum
1.43%
Durex Intense
Sensation
3.88%
Durex Colors &
Scents
1.07%
Other Durex
Brands
31.72%
Durex Performax
4.40%
Durex Love
4.54%
Durex High
Sensation
5.05%
Durex Ultimate
Feeling
5.25%
Durex Avanti
6.19%
Durex Extra
Sensitive
36.47%
Note 1: Sales through chain supermarkets, drugstores, and mass merchandisers other than Wal-Mart.
Note 2: Other Durex brands include Durex Play Sensations, Durex Pure Protection, Avanti Super Thin Duron, and other
Durex brands.
Source: Information Resources Inc. InfoScan Review: Packaged Facts. This material is reprinted with permission.
Lifestyles
Launched in 2002, Lifestyles Natural Feeling is a very thin condom with a lubricant that enhances
sensation. The sub-brand represented only 3.8% of total U.S. sales of Lifestyles condoms in 2005.
However, it is growing quickly and one of the few Lifestyles brand showing growth in 2005. IRItracked sales of Lifestyles Ultra Sensitive condoms (with a market share of 15.2%) fell 15.5%
from $4.9 million in 2004 to $4.2 million in 2005. [Figure 3-6]
July 2006
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Chapter 3: The Marketers
Condoms in the U.S.
Figure 3-6
IRI-Tracked Retail Shares of the Lifestyles Brand of Condoms by Sub-Brand, 2005 (%)
Lifestyles Xtra
Pleasure
1.12%
Other Lifestyles
Brands
78.36%
Lifestyles Discs
1.46%
Lifestyles Natural
Feeling
3.82%
Lifestyles Ultra
Sensitive
15.24%
Note 1: Sales through chain supermarkets, drugstores, and mass merchandisers other than Wal-Mart.
Source: Information Resources Inc. InfoScan Review: Packaged Facts. This material is reprinted with permission.
Page 48
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July 2006
Chapter 4: Competitive Profiles
Chapter 4
Condoms in the U.S.
Competitive Profiles
Church & Dwight Co., Inc.
Company Type: Public (NYSE: CHD)
President, CEO, and Director: James R. Craigie
2005 Sales: $1.7 billion
2005 Employees: 3,700
Fiscal Year-End: December
Company Overview
Founded in 1846, New Jersey-based Church & Dwight Co., Inc. is the world’s leading sodium
bicarbonate producer. The company has three main business divisions: Consumer Domestic,
Consumer International, and Specialty Products. The company markets a host of consumer and
specialty products under the well-known Arm & Hammer and Trojan brands.
The company operates facilities in the U.S. (Alabama, California, Illinois, Iowa, Missouri, New
Jersey, Ohio, and Wyoming), Brazil, and the U.K. In 2005, the U.S. contributed to approximately
78% of the company’s net sales, a decline from 91% in 2003.42
In Fiscal 2001, Church & Dwight Co. entered the condoms market via the acquisition of CarterWallace and its famous brand, Trojan Condom, through Armkel, LLC which was a 50/50 limited
partnership between Church & Dwight Co. and the private equity group, Kelso & Company.43 In
2004, Church & Dwight Co. further acquired Armkel’s 50% ownership interest. Condoms, which
form a part of the company’s personal care products, accounted for approximately 29% of its total
42
43
Church & Dwight Co., Inc., 2005 Annual Report
Church & Dwight Co., Inc., 2002 Annual Report
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Chapter 4: Competitive Profiles
Condoms in the U.S.
sales in 2005. Trojan Condom continued its dominance in the U.S. condoms market in Fiscal
2005 with an approximate 70% share.44
Table 4-1
Church & Dwight Co., Inc.’s Family Planning and OTC Brands
Brand
Trojan
Naturalamb
Elexa
Class-Act
Product Line
Intimacy Products & Condoms
Condoms
Feminine Intimacy Products & Condoms
Condoms
Source: Church & Dwight Co., Inc., 2005 Annual Report; www.elexabytrojan.com
Performance
Church & Dwight’s condom performance may seem impressive in absolute terms, as sales grew
by 18.2% from 2001 to 2005. Closer scrutiny shows that sales of the company grew at a
diminishing rate over that time. IRI-tracked sales of the company’s products have increased, but
at a declining rate. However, the growth rate has been on par and sometimes better than the
overall market growth rate, except in 2005 when market growth stood at 2.7% but company sales
grew by 2.2%.45 [Figure 4-1]
44
45
Church & Dwight Co., Inc., 2005 Annual Report; Information Resource Inc.
Information Resource Inc.
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July 2006
Chapter 4: Competitive Profiles
Condoms in the U.S.
Figure 4-1
IRI-Tracked Sales of Church & Dwight’s Condoms, 2001-2005 (in million $)
169.76
170
166.09
165
159.52
Sales ($ Million)
160
155
152.58
150
145
143.63
140
135
130
2001
2002
2003
2004
2005
Note: Sales through chain supermarkets, drugstores and mass merchandisers other than Wal-Mart. Brand subtotals might
not add up to marketer totals due to rounding and unspecified brand sales. Source: IRI
July 2006
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Chapter 4: Competitive Profiles
Condoms in the U.S.
Figure 4-2
Sales of Church & Dwight Co., Inc. by Business Segments, 2005 (%)
Specialty
Products Division
9%
Household
Products
8%
Consumer
International
12%
Personal Care
Products
21%
Consumer
Domestic
50%
Source: Church & Dwight Co., Inc., News Release, February 7, 2006
Company Snapshots
•
The company’s growth in the condoms segment for 2005 can be attributed to new
product introductions. Church & Dwight introduced several new products in the Family
Planning and OTC (FP & OTC) market (Elexa Premium Latex, Elexa Intimacy, Trojan
Mint Tingle, and Trojan Magnum Large), which makes it the only company with more
than two new product launches in this category for 2004-2005.46 The company also plans
to launch several new products in 2006 under the Trojan line. In its 2005 annual report,
the company declares that it would continue to be “the innovation leader with the
introduction of Trojan ‘Ultra Thin’, the thinnest condom available in the market.”47
46
47
ProductScan Online
Church & Dwight Co., Inc., 2005 Annual Report
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July 2006
Chapter 4: Competitive Profiles
•
Condoms in the U.S.
Church & Dwight may suffer a setback in FP & OTC category sales if it is confirmed that
spermicide nonoxynol-9 (N-9), which is present in some of its condoms, may cause
injury if used rectally.48 However, the FDA has still not reached a decision on whether
special warnings should be placed on condom packs regarding the hazards of using N-9
coated condoms.
•
With respect to the FP & OTC category, another cause for concern for Church & Dwight
is the price increase in the Trojan Condoms product line, due to the increase in prices of
certain raw materials, packaging materials as well as certain commodity chemicals. The
increase in the price may result in lower margins from the product line.49
•
The company is the leading advertiser in the U.S. condoms market. In 2005, it launched
the “Make a Difference” advertising campaign to promote safe sex and change the minds
of non-users. The advertisement was aired during primetime, after 10 p.m., a feat not
undertaken by any condom company since 1991.50
48
Church & Dwight Co., Inc., 2005 Annual Report
Business Wire, May 10, 2005
50
FD (Fair Disclosure) Wire, August 11, 2005
49
July 2006
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Chapter 4: Competitive Profiles
Condoms in the U.S.
SSL International plc
Company Type: Public (London: SSL)
Group Chief Executive, and Board Member: Garry Watts
2005 Sales: $861.9 million
2005 Employees: 5,000
Fiscal Year-End: March
Company Overview
In 1999, Seton Scholl Healthcare plc and London International Group plc merged to form
London-based SSL International plc. The company has production hubs spread across the world,
either wholly owned, joint ventures, or third party facilities. The company operates in 130
countries through 35 commercial offices and generates more than 75% of its sales from European
markets while the North American market, which comprises the U.S. and Canada, contributes
approximately 5.6% to the company’s annual turnover.51 The company operates in the U.S.
thorough its subsidiary company, SSL Americas, Inc.
SSL calls itself a ‘consumer healthcare brands company’ and has worldwide presence in varied
consumer categories. SSL’s Durex brand of condoms accounts for 29% of the branded condoms
market, making it the world’s leading condom brand.52 The company’s OTC segment consists of
local brands such as Syndol, Meltus, and Full Marks, which are marketed in the U.K. The Scholl
brand encompasses footwear and footcare products sold worldwide. The company markets
mother and baby products under the brands Mister Baby and Proxima Baby for the Italian and
Spanish markets, respectively. Its Sauber brand encompasses compression hosiery and deodorant
products sold in Southern Europe.53
51
SSL International plc, 2005 Annual Report
www.ssl-international.com
53
www.ssl-international.com
52
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Chapter 4: Competitive Profiles
Condoms in the U.S.
Table 4-2
SSL Americas, Inc.’s Condom Brands
Brand
Product Line
Durex
Condoms
Lubricants
Play Vibrations
Merchandise
Source: www.durex.com
Performance
IRI-tracked sales of SSL’s condom sales stood at $36.6 million in 2005, a notable increase as
compared to the$33.4 million recorded in 2004; condom sales have increased at a compound
annual growth rate of 2.9% from 2001 to 2005.
Figure 4-3
IRI-Tracked Sales of SSL Americas, Inc.’s Condoms, 2001-2005 (in million $)
36.61
37
36
Sales ($ Million)
35
34
33.12
33
33.34
32.72
32.14
32
31
30
29
2001
2002
2003
2004
2005
Note: Sales through chain supermarkets, drugstores and mass merchandisers other than Wal-Mart. Brand subtotals might
not add up to marketer totals due to rounding and unspecified brand sales.
Source: IRI
July 2006
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Chapter 4: Competitive Profiles
Condoms in the U.S.
Figure 4-4
Sales of SSL International plc by Business Segments, 2005 (%)
2.23%
10.58%
34.27%
16.96%
Branded condoms
Footwear
Footcare
20.01%
15.95%
Locally Branded Consumer
Other Consumer
Third Party Supply
Source: SSL International plc Annual Report 2005
Company Snapshots
•
In 2005, SSL completed divestment of its gloves and wound management business that
was initiated in 2003, to provide undivided attention to the development of its consumer
brands.54
•
SSL has experienced growth in the consumer business largely due to concentrated efforts
on Durex and Scholl footcare. Both brands demonstrated increases in sales by 4.4% and
5.3%, respectively, over 2004.
•
The company has introduced a variety of products over the past two years to complement
its condoms product range. New product introductions in the U.S. condoms market in
2005 include Durex XXL and Tingling Pleasure Condoms.
54
www.ssl-international.com and SSL International plc, 2005 Annual Report
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Chapter 4: Competitive Profiles
•
Condoms in the U.S.
SSL seeks to position Durex as the “sex expert” in the condoms segment through
emphasis on the Play range of products, which includes vibrators and lubricants. This is
due to increasing consumer knowledge of sexual intimacy products. While referring to
the growth family planning category, Tim Cleary, SSL VP Sales said, “Much of this
growth has come from consumer awareness of the sexual wellness/intimacy range of
products, including condoms, lubricants and massage gels.”55
55
Chain Drug Review, February 27, 2006
July 2006
©MarketResearch.com, Inc.
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Chapter 4: Competitive Profiles
Condoms in the U.S.
Ansell Healthcare, Inc.
Company Type: Public (NASDAQ: ANSL [ADR])
Managing Director and CEO: Douglas D. Tough
2005 Sales: $832.5 million
2005 Employees: 11,059
Fiscal Year-End: June
Company Overview
With a history dating back to the 19th century, Australian company Pacific Dunlop Limited
adopted the new name, Ansell Limited, in 2002. The company manufactures and markets rubberbased products. The change in name also brought a change in strategic focus: Ansell Limited
devoted its attention to the healthcare segment and divested non-core businesses.56
Ansell Limited has 18 manufacturing concerns in seven countries, including packaging and
warehouse facilities in South Africa, the U.K., France, and Mexico. The condoms are
manufactured at facilities in India, Sri Lanka, and Thailand.57
Ansell Limited’s businesses can be broadly divided into Professional Healthcare, Occupational
Healthcare, and Consumer Healthcare. The Consumer Healthcare division contributed to
approximately 16% of revenues, while the Americas’ regional sales were approximately 48% of
total company sales in 2005.58
56
www.ansell.com
www.ansell.com
58
Ansell Ltd., 2005 Financial Report
57
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Chapter 4: Competitive Profiles
Condoms in the U.S.
Table 4-3
Ansell Healthcare, Inc.’s U.S. Consumer Healthcare Brands
Brand
Product Line
LifeStyles
Condoms, Lubricants, Pleasure Products
4Play by Lifestyles
Condoms and pleasure enhancing accessories
Warm Lovin' from LifeStyles
Lubricant
EXCITE Sensual Gel by LifeStyles
Lubricant
Sustain For Men by LifeStyles
Male performance enhancer
Source: www.lifestyles.com
Performance
After peaking in 2002, company sales dwindled from $31.4 million to $27.8 million in 2005. The
company has faced tough competition in the U.S. condoms market. According to IRI, condom
sales for Ansell Healthcare, Inc. declined steadily from 2002-2005. In the 2005, CEO Douglas D.
Tough said, “Our consumer business was down slightly due to competition in the UK and US and
the postponement of a major condom tender in Brazil.”
July 2006
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Chapter 4: Competitive Profiles
Condoms in the U.S.
Figure 4-5
IRI-Tracked Sales of Ansell Healthcare, Inc.’s Condoms, 2001-2005 (in million $)
32
31.37
31
30.65
Sales ($ Million)
30
29.59
29
28.09
28
27.82
27
26
2001
2002
2003
2004
2005
Note: Sales through chain supermarkets, drugstores and mass merchandisers other than Wal-Mart. Brand subtotals might
not add up to marketer totals due to rounding and unspecified brand sales. Source: IRI
Page 60
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Chapter 4: Competitive Profiles
Condoms in the U.S.
Figure 4-6
Sales of Ansell Healthcare, Inc. by Business Segments, 2005 (%)
Professional
Business
34%
Bid Condoms
4%
Consumer
Business
16%
Retail
Condoms
9%
Household
Gloves
3%
Occupational
Business
50%
Source: Ansell Healthcare, Inc. Website
Figure 4-7
Sales of Ansell Healthcare, Inc. by Geographies, 2005 (%)
14.87%
47.98%
37.15%
Americas
Europe
Asia Pacific
Source: Ansell Healthcare, Inc. Annual Review 2005
July 2006
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Chapter 4: Competitive Profiles
Condoms in the U.S.
Company Snapshots
•
In 2005, Ansell Healthcare, Inc.’s Consumer Healthcare sales declined by 2%, due to “a
difficult first half in the branded retail condoms market.”59
•
The company planned to introduce new products in the U.S. condoms market in 2006. In
the 2005, CEO Tough said, “Of note, we are branching out from the traditional condom
focus to include new products, which expand our channels and range. We enjoyed good
success with this strategy in Australia in 2005 and are poised for more upside in 2006.”
•
In keeping with its strategy to concentrate on the healthcare business with new product
launches, Ansell introduced the 4Play range of condom kits in April 2005, and brand
extensions Good Lovin’ and Warming Pleasure lubricated latex condoms in 2005.60 The
company also launched ‘Sustain For Men by LifeStyles’ supplements and ‘Excite!
pleasure balm for women’ in the Americas and Australia.61
•
On the eve of National Women's Health Week in 2005, Ansell promised to donate up to
one million condoms to the National Coalition of STD Directors (NCSD). Carol
Carrozza, Vice President of Marketing, Consumer & Professional, Ansell Healthcare,
Inc. for North America, said, “Women are up to five times more likely to become
infected and suffer serious consequences. We need women to be aware of this
information so that they can make informed decisions about their health.”62
•
In June 2005, Ansell had donated 100,000 LifeStyles condoms to be available at
participating shops, restaurants and bars in New York City to kick-off the “…‘I Know’
campaign to renew awareness of the HIV/AIDS battle among the city's youth.” The
company also signed a contract in February 2005, for supplying LifeStyles condoms to
approved New York City agencies for three subsequent years.63
59
Ansell Ltd., 2005 Financial Report
ProductScan Online
Securities and Exchange Commission, Ansell Ltd, 6-K, February 15, 2006
62
PR Newswire, May 11, 2006
63
OBGYN & Reproduction Week, June 6, 2005
60
61
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July 2006
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•
Condoms in the U.S.
Ansell Limited made inroads into the Chinese condom market through the acquisition of
Wuhan Jissbon Sanitary Products Company Ltd., in 2006. CEO Tough reportedly said
that this was “Ansell’s first acquisition since 2000 and is a meaningful move into the
expanding Chinese consumer market and lays the groundwork for future growth.” The
acquisition gave Ansell Limited unprecedented access to the highly lucrative Chinese
retail market for condoms.64
64
th
Ansell Limited, News Release, 30 March, 2006
July 2006
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Chapter 4: Competitive Profiles
Condoms in the U.S.
Mayer Laboratories, Inc.
Company Type: Private
President: David Mayer
Annual Sales: $1.1 million
Total Employees: 12
Fiscal Year-End: December
Company Overview
David Mayer established California-based Mayer Laboratories, Inc. in 1986. The company is
engaged in the marketing and distribution of products that cover the U.S. consumer healthcare
market. Mayer Laboratories, Inc. has partnership manufacturing facilities in Japan, the U.K.,
Thailand, and the U.S.
Table 4-4
Mayer Laboratories, Inc.’s Consumer Healthcare Brands
Brand
Product Line
Kimono
Condom
FC Female Condoms
Condom
Aqua Lube
Personal Lubricant
Digitex
Examination Gloves
Source: www.mayerlabs.com
Performance
Mayer Laboratories, Inc.’s condom sales stood at $1.1 million in 2005, an improvement of 16.5%
over 2004 sales of $0.9 million. In September 2002, the company ceased manufacturing products
that contained spermicide Nonoxynol-9.This action might have affected sales in an adverse
manner, which declined by 5.2% to touch $0.9 million in 2003.
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Figure 4-8
IRI-Tracked Sales of Mayer Laboratories, Inc.’s Condoms, 2001-2005 (in million $)
1.09
Sales ($ Million)
1.00
0.80
0.91
0.93
0.86
0.71
0.60
0.40
0.20
0.00
2001 2002
2003
2004
2005
Note: Sales through chain supermarkets, drugstores and mass merchandisers other than Wal-Mart. Brand subtotals might
not add up to marketer totals due to rounding and unspecified brand sales. Source: IRI
Company Snapshots
•
In 2005, Mayer Laboratories placed ads on cable television. This was the first time the
company advertised on television media since 1991, with a view to reach the niche
audience of “educated female and metrosexual male.”65
•
The company discontinued manufacturing products containing spermicide Nonoxynol -9
in 2002. In 2004, Mayer Laboratories, Inc. destroyed more than one million condoms that
contained nonoxynol-9.66 These condoms included remnants from the company’s
inventory as well as returns from the market. With respect to the use of spermicide N-9 in
condoms, Dean Goishi, Director of California AIDS Clearinghouse, said, “But we now
know that spermicidally-lubricated condoms create an unnecessary risk of HIV infection.
From a moral and public health perspective, the solution is clear. Mayer Laboratories,
Inc. has exerted leadership by discontinuing the manufacture of all condoms containing
N-9. Other companies must follow that example.”67
65
Business and Industry Broadcasting & Cable, September 19, 2005
Mayer Laboratories Inc., Press Release, March 22, 2004
67
Mayer Laboratories Inc., Press Release, March 22, 2004
66
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MedTech Products Limited
Company Type: Public Limited Company (Closely Held)
President: Ravi Reddy
Annual Sales: $2.1 million68
Fiscal Year-End: March
Company Overview
Founded by Dr. AVK Reddy, India-based Medtech Products Limited develops and manufactures
innovative male and female barrier contraceptives. The company operates a state-of-the-art
manufacturing facility in Tamil Nadu, India, approved by the U.S. FDA. The company holds the
proprietary rights for manufacturing the barrier contraceptives.69
Table 4-5
Medtech Products Limited’s Condom Brands
Product Line
Male Condoms
Brands
Inspiral
Twisted Pleasure
Yet to be named
Female Condoms
VA-Feminine Condom
Description
Single Spring design
Double Spring design
Condoms with Multi Spiral,
Sinusoidal, and Spring Spiral designs
A pouch in a tubular form that has a V
frame at the open end.
Source: www.medtechproducts.org
Performance
Medtech Products Limited’s sales enjoyed an upward trend through 2005. There was a sudden
spurt in company sales in 2002, peaking to $638,000. Fashion and lifestyle magazines such as
Cosmopolitan, Playboy, Glamour, Maxim, etc. that reviewed the Inspiral condoms as an
innovative pleasure-enhancing condom may well have contributed to the popularity of the
68
69
Note: Provided by the company office based in India.
www.medtechproducts.org
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brand.70 Medtech registered a single digit growth rate in 2005 (6.5%), the lowest for the 20012005 period.
Figure 4-9
IRI-Tracked Sales of Medtech Products Limited’s Condoms, 2001-2005 (in Thousand $)
1,400
1,271.31
1,193.23
1,200
Sales ($ Thousand)
1,000
804.44
800
637.61
600
400
200
63.04
0
2001
2002
2003
2004
2005
Note: Sales through chain supermarkets, drugstores and mass merchandisers other than Wal-Mart. Brand subtotals might
not add up to marketer totals due to rounding and unspecified brand sales.
Source: IRI
Company Snapshots
•
Medtech’s Dr. AVK Reddy is credited with starting a revolution in the condom industry
with the introduction of the Inspiral condoms, which have bold seashell-shaped spirals
near the tip of the condom, which operate in a patented “spring-action.” In the U.S.,
Trojan and Intellex market the company’s condoms under the brand names Pleasure
Twist and Inspiral, respectively.71
•
In its February 2006 issue, Cargo Magazine, a trendy men’s monthly, rated Inspiral
Condom as the best new condom shape.72
70
www.inspiral.tv
www.inspiral.tv
72
The Cargo, February 2006
71
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•
Inspiral commercials feature real people describing why they like the product. Brian
Osterberg, President of Intellx, which markets the Inspiral brand in the U.S., said, “We
need young people talking about why Inspiral's patented spiral-action technology is the
best thing since (children's TV character) Sponge Bob and discount airlines; not old
‘suits’ trying to advertise condoms with tepid advertising gimmicks about how good they
are.”73
73
Brand Republic news wire, August 31, 2004
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Global Protection Corp.
Company Type: Private
President, Treasurer: Davin T. Wedel
Annual Sales: $2.8 million
Total Employees: 16
Company Overview
Founded by Davin Wendel in 1988, Massachusetts-based Global Protection Corp. manufactures
condoms and markets them through NGOs and healthcare agencies, retailers and private labels.
The company has condom product lines that include novel products such as glow-in-the-dark
condoms and condom Smiley Pops.74 Among its wide array of products, the firm holds patents for
Pleasure Plus and Night Light condoms.
Table 4-6
Global Protection Corp.’s Condom Products
Product Line
Brands
Condoms
Pleasure Plus, Night Light, Custom, Atlas, Seasonal/Fun Condoms, ONE Condom
Condoms & Lubricants
Distributed Products
Accessories
Condom Keypers, Condom Pops, Education & Outreach, T-Shirts, Boxers, etc.,
Project Management
Special Projects
Source: www.globalprotection.com and www.onecondoms.com
Performance
Global Protection Corp. charted an impressive growth rate for the period 2001-2003, with sales
increasing from a mere $316.7 million in 2001 to cross the $1-million-mark in 2003. During this
period, the company launched two unique products in the U.S.: Pleasure Plus and Night Light
condoms.75
74
75
Global Protection Corp. Website
Global Protection Corp. Website
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Figure 4-10
IRI-Tracked Sales of Global Protection Corp.’s Condoms, 2001-2005 (in Thousand $)
1,200
1,020.74
1,004.34
937.57
1,000
Sales ($ Thousand)
800
662.47
600
400
316.76
200
0
2001
2002
2003
2004
2005
Note: Sales through chain supermarkets, drugstores and mass merchandisers other than Wal-Mart. Brand subtotals might
not add up to marketer totals due to rounding and unspecified brand sales.
Source: IRI
Company Snapshots
•
Global Protection has always been innovative in marketing its condom products. In June
1992, the company introduced the condom store concept, ‘Condomania.’76 The company
has interesting product lines, such as Custom condoms, where client companies can print
their logos on the condom for promotional activities.
•
Global Protection featured as the fastest growing inner city organization in The Initiative
for a Competitive Inner City (ICIC) and Inc. Magazine’s ‘The Inner City 100 List’ for
2002 and 2003.77
76
77
Condomania Online; Global Protection Corp. Website
Global Protection, Inc., Press Release, April 30, 2003.
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•
Condoms in the U.S.
In 2005, the company introduced a new product line called ONE Condoms©, with a
unique packaging and brand concept. Every wrapper sports an image with a coinciding
statement, such as a view of the Earth from outer space has the caption "Believe in one.”
According to Stephen Mare, Vice President, Sales and Marketing, “Condoms represent
more than just a necessary health device.” He further said, “They're consumer products
that should be distinctive in their own right. Forging an emotional connection with the
people who buy your brand of condoms should be as important as delivering the quality
they need and deserve. We're confident that the ONE Condom line accomplishes both of
these goals.”78
78
PR Newswire, February 14, 2005
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Okamoto USA, Inc.
Company Type: Private
President: Hisayuki Naito
2005 Sales: $19.2 million
Company Overview
Connecticut-based Okamoto USA, Inc. is a wholly owned subsidiary of Japanese company
Okamoto Industries, Inc., Tokyo. The company manufactures rubber and plastic products at the
Ibaraki plant in Japan. Its product line includes brands Crown and Beyond Seven.
Performance
Okamoto USA, Inc.’s sales have been steadily declining, down from $1.6 million in 2001 to $0.8
million in 2005, a huge drop of 47.3%. This may be due to other marketers, including private
label brands, eating into the shares of Okamoto USA, Inc. in the highly competitive U.S. market.
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Figure 4-11
IRI-Tracked Sales of Okamoto USA, Inc.’s Condoms, 2001-2005 (in million $)
1.60
1.56
1.51
1.40
1.25
Sales ($ Million)
1.20
0.96
1.00
0.82
0.80
0.60
0.40
0.20
0.00
2001
2002
2003
2004
2005
Note: Sales through chain supermarkets, drugstores and mass merchandisers other than Wal-Mart. Brand subtotals might
not add up to marketer totals due to rounding and unspecified brand sales.
Source: IRI
Company Snapshots
•
In 2005, Okamoto USA, Inc. came up with updated packaging and product line
extensions for Beyond Seven condoms and Beyond Bodi Heat Pads. Jennifer Jordan,
Marketing Manager, Okamoto USA, Inc., said, “We wanted to create a fresh new look
for both our product lines that really stands out on the shelves.”79
79
Business and Industry Chain Drug Review, June 6, 2005
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Chapter 5
Condoms in the U.S.
Marketing Dynamics
Condom Advertising Makes it to Prime Time
Through the 1970s, televised condom advertisements were banned. In the 1980s, as the spread of
AIDS reached epidemic proportions, the then-Surgeon General Everett Koop appealed to
television networks to run public service spots on the use of condoms to help prevent STDs.
In 1988, three major television networks (CBS, NBC and ABC) decided to broadcast a public
service advertising campaign created by the Advertising Council in association with the
American Foundation for AIDS Research and the National AIDS Network that encouraged the
use of condoms to thwart the spread of AIDS. The networks still did not accept commercial
advertisements specifically for condoms.
In 1991, the upstart Fox network ran the first paid condom commercial on a broadcast television
network. Several major cable networks, including MTV, Comedy Central, BET, CNN, TNT,
USA and TBS, followed suit. However, these advertisements were aired late at night with the
obvious intention to keep them away from kids.
On June 1, 2005, two television networks, the WB and NBC, broadcasted the first prime time
network commercial for male contraceptive devices (Church & Dwight’s Trojan brand of
condoms). Trojan’s Vice President of Marketing Jim Daniels, said, “Network television is an
efficient means of reaching consumers, and the prime time hours are probably the best time to do
that.”80 Church & Dwight’s “Make a Difference” advertising campaign for its Trojan brand of
condoms calls attention to individual accountability and sexual health, citing statistics about
STDs.81
According to Linda Kaplan Thayer, CEO of the advertising agency Kaplan Thayer Group, “A
plan for serious-minded ads that focus on disease prevention and could run in network prime time
was the pitch that won the (estimated $15 million) account for Kaplan Thaler in March.” WPP
Group’s Maxus, New York, handled media planning and buying.82 Marketers of condoms have an
unwritten obligation to include a socially responsible message in their advertisements. In keeping
80
ABCNews, June 1, 2005
Drug Store News, Vol. 27, Issue. 10, September 26, 2005
82
Advertising Age, June 6, 2005
81
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with that spirit, the “Make a Difference” advertisement shows a frisky couple but states that “40%
of people who know they are HIV positive do not tell their partners. Use a condom every time.”83
Family Planning and Intimacy Products Prominent at Retail
Family planning items such as condoms, ovulation kits, and pregnancy tests have emerged from
behind the pharmacy counter to places that are more prominent. Sales in drug stores, in particular,
have consequently increased with these products receiving additional visibility. However, more
shelf space and higher visibility are not the only factors supporting the increase in sales. Chain
drug retailers have an advantage over other retailers, with pharmacists ready and waiting to
address consumer queries regarding the use of such products.
Chain drug retailers are now leveraging this advantage to the fullest. For example, a CVS store in
New York displays condoms, family planning items and products such as warming lubricants and
massage oils in a prominent location in front of the pharmacy. The assistance of CVS pharmacists
is readily accessible to consumers who may be otherwise hesitant to seek out information about
products associated with sex.84
Mass retailers such as Walgreen’s, on the other hand, do not limit condoms and other family
planning items to the pharmacy but also stock it in other areas of its stores, including the checkout
counter. At Walgreen’s, the family planning aisle stocks condoms, pregnancy tests, vaginal
moisturizers and accessories like climax control gels. Walgreen’s also have stand-alone Family
Planning Centers, which stock the lower priced store brands of lubricating gels, pregnancy tests
and ovulation kits.
As indicated above, sexual intimacy products are both promoting and competing with family
planning products for shelf space at mainstream drug stores and other retailers. Personal
lubricants, oils and massagers that comprise the bulk of the offerings in the intimacy products
category are now being bought in drug store aisles. Retailers now understand the importance of
providing shoppers with easy access to intimacy products and have started including these into
their merchandise mix. British Columbia-based London Drugs was the first drug chain in North
America to include SSL America’s line of Durex Play personal massagers as part of its family
planning section, alongside condoms, spermicides and contraceptive sponges.
83
84
Brandweek, June 6, 2005
Chain Drug Review, August 15, 2005
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Role of Government Agencies and NGOs in Donor Support
Total donor support for contraceptives and condoms for STD/HIV prevention to developing
countries was $203 million in 2004—3% less than the donor support received in 2003. Of the
total donor support in 2004, 43% were provided through bilateral funding, 32% through the
United Nations Population Fund (UNFPA), and 25% through social marketing organizations.
The United States Agency for International Development (USAID) was the largest individual
donor in 2004, contributing $71.2 million or 35% of total donor support.
Table 5-1
Contraceptive Commodity Support by Donor/Agency, 2000-2004 (in million $)
Type of Donor/Agency
Donor/Agency
Bilateral
BMZ/KfW
CIDA
DFID
Japan
USAID
Total
UNFPA
Total
IPPF
MSI
PSI
Total
EU
Netherlands
SIDA
UNAIDS
WHO
DKT
Total
Multilateral
Social Marketing
Organizations
Others
Grand Total
2000
2001
2002
2003
2004
35.48
4.81
7.32
1.66
58.09
107.36
16.72
16.72
3.81
N/A
0.46
4.27
0.05
N/A
N/A
N/A
N/A
4.87
4.92
133.26
16.39
0.21
6.13
0.34
67.91
90.97
89.21
89.21
3.67
3.72
22.36
29.74
0.31
N/A
N/A
N/A
N/A
7.85
8.16
218.08
20.12
0.26
16.40
0.18
49.63
86.59
41.21
41.21
4.23
3.84
30.94
39.00
N/A
N/A
N/A
N/A
N/A
9.64
9.64
176.45
26.91
1.69
22.29
0.25
69.40
120.54
57.46
57.46
1.86
1.03
28.15
31.04
N/A
N/A
N/A
N/A
N/A
N/A
N/A
209.03
8.69
N/A
6.71
0.15
71.23
86.77
65.03
65.03
2.61
0.51
47.83
50.95
N/A
N/A
N/A
N/A
N/A
N/A
N/A
202.75
Total Aid
up to 2004
175.56
18.14
102.19
3.91
510.73
810.53
393.69
393.69
39.75
10.60
144.08
194.43
30.76
5.28
1.26
0.22
6.33
31.27
75.12
1,473.78
Note: N/A means information was not procured or information was not available.
Note: In 2004, 38% of the support received for contraceptives was for male and female condoms.
BMZ/KfW: Bundesministerium für wirtschaftliche Zusammenarbeit und Entwicklung/Kreditanstalt für Wiederaufbau, CIDA:
Canadian International Development Agency, DFID: Department for International Development, EU: European Union,
IPPF: International Planned Parenthood Federation, MSI: Marie Stopes International, PSI: Population Services
International, SIDA: Swedish International Development Cooperation Agency, UNAIDS: Joint United Nations Programme
on HIV/AIDS, UNFPA: United Nations Population Fund, USAID: United States Agency for International Development.
Source: UNFPA 2005, Donor Support for Contraceptives and Condoms for STI/HIV Prevention
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Figure 5-1
Major Donors by Donated Amount for Contraceptives and Condoms, 2004 (%)
DFID Others
BMZ/KfW 3.31% 1.61%
4.29%
USAID
35.13%
PSI
23.59%
UNFPA
32.07%
Source: UNFPA 2005, Donor Support for Contraceptives and Condoms for STI/HIV Prevention
In the U.S., there is much debate around the issue of government involvement in condom
distribution and safe sex discussions. It touches on hot buttons in American society: abstinence
versus birth control, AIDS, teen pregnancy, just to name a few. While many state and city health
departments take the initiative to distribute condoms and spread awareness about AIDS and safe
sex practices, it is often bookmarked by emotional pro and con arguments.
Often government and special interest group initiatives to promote condom use struggle to get off
the ground or are mired in politics, but when they work, they can truly make a difference. For
example, in New York City, the latest initiative by the city health department is to create an
official condom for New York City in 2006, as part of the “I know (AIDS)” public service
announcement (PSA) begun in May 2005. The campaign handed out thousands of
condoms and spread the message of safe sex. Building on the precedent set by this
campaign, the New York City health department distributes more than 1 million free
condoms a month to combat the spread of sexually transmitted diseases. In 2005, the city doubled
the number of condoms it gives away, distributing them through over 500 community agencies
and 16 city clinics.
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Among other cities that provide free condoms to the public are San Francisco, Houston, Los
Angeles and Washington, D.C. According to officials, the New York City health department is
considering designing its own condom packaging and brand.
According to New York City health department spokeswoman Sandra Mullin, “Condoms save
lives. We think it is important to get these out, free of charge, to as many people as possible.”
Explaining the need for exclusive packaging, she added, “A unique packaging could help the city
track the effectiveness of its safe-sex programs, for instance by asking people in its annual survey
whether they had seen or used its condoms.”85
85
USA TODAY, February 15, 2006
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Marketing Initiatives
Church & Dwight’s Trojan Condoms
Trojan Condoms “Make a Difference” on Prime Time
In May 2005 Church & Dwight made history launching the “Make a Difference” advertising
campaign on prime time television, the first condom advertising campaign to air on television
during prime time. The bold and hard-hitting campaign laid emphasis on the health risks of
unprotected sex and tried to infuse a sense of urgency among sexually active men and women to
practice safer sex and use condoms.86
On June 9, 2005, Church and Dwight announced the next step in the “Make a Difference”
campaign. The new advertisement for Trojan brand of condoms focuses on the fact that one in
four people with HIV are not aware they have been infected. The advertisement also highlights
the fact that, other than abstinence, the only way to protect oneself is to use a condom every
time.87 To create this advertisement and deliver the public health message in an effective way,
Trojan consulted the National Association of People with AIDS (NAPWA).
According to Trojan’s Jim Daniels, “We believe there is an urgent need to articulate important
sexual health messages in a way that personalizes the risks and, hopefully, forms the basis for
changing behavior so that consumers who are sexually active use condoms consistently.”88
The total advertising expenditure for Trojan condoms was $10.5 million in 2005. The brand was
advertised in magazines, network television, spot TV, cable TV networks, network radio, and
national and spot radio.89
Acknowledging the Gay Market
Church & Dwight, aware of the potential that the gay market presents, is working toward creating
a stronger presence in a consumer marketplace where it is now only functioning modestly.
Trojan’s ad budget has increased and Church & Dwight is testing the waters in this market with a
new lubricant brand extension and with condom giveaways. The initial promotions commenced
in 2004 at Gay Pride events in Houston, Washington DC, and San Francisco with booths giving
away more than 100,000 rubbers. However, much more work needs to be done, as the brand’s
86
Churchdwight.com, News Releases, August 2005
Chain Drug Review, August 15, 2005
88
National Association of People With AIDS (www.napwa.org), June 9, 2005
89
TNS Media Intelligence, 2005
87
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profile in the gay market is inconsistent. By significantly restructuring some of its strategies and
tactics, such as reconsidering the usage of language on its packaging to make it more gay
friendly, Trojan may better reach out to the gay market.90
Elexa—Trojan’s Angle on “The Woman’s Perspective”
In a major new product initiative, Church & Dwight targeted the woman condom purchaser in a
more focused manner (This product is not to be confused with female condoms, which are
inserted into the vagina. Elexa is a condom worn by men, but marketed to women). With the
introduction of a premium line of unique sexual health products for women by the name of Elexa,
Trojan extends its spectrum and now takes female sexual health under its wing. In special liaisons
with the retailers, Elexa was placed on shelves located in the feminine care aisle of the store. It
includes condoms and other products designed to provide women the freedom to pursue a healthy
and fulfilling sex life. Church & Dwight has wisely recognized the hesitancy displayed by
females in purchasing condoms. Furthermore, it has realized how the stereotypical manly
packaging, clinical merchandising or its latex odored, intimacy-quashing attributes disappoint
women. The launch was accompanied with widespread advertising, display and other marketing
support.
91
The print and TV advertising, begun in October 2005, were created by The Kaplan
Thaler Group, which won the estimated $15 million Trojan account in March 2005. The Elexa
print and TV campaign has a health-conscious positioning, akin to the “Make a Difference”
campaign but directed at female consumers.
Ansell Healthcare’s Lifestyles Condoms
“I Know”–Lifestyles’ Social Marketing Effort
In an attempt to bring together the benefits of social marketing and brand awareness activities,
Lifestyles donated condoms to the “I Know” campaign in 2005.
As a part of this campaign, Lifestyles condoms were distributed in areas of high HIV occurrence,
such as major cities like New York, in exchange for one cent or one token that was called the
“condom token.” The campaign makes use of a web site (www.iknow.tv) to promote the
campaign.92
Over a 100,000 Lifestyles brand condoms were exchanged for this token in Manhattan bars and
restaurants. Ansell Healthcare Products donated the condoms, which had stickers on the wrappers
that informed the user of an HIV testing center in the vicinity of the neighborhood where the
90
The commercial closet, July 2005
Strategy Magazine, October 2005
92
Associated Press, May 8, 2005
91
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condom was distributed.93 The campaign is funded by the MAC AIDS Fund established in 1994
by M.A.C Cosmetics, to support people affected by HIV/AIDS globally. Although the campaign
was not conceived at Lifestyles, its involvement with the campaign and the donation of condoms
will generate positive PR for Lifestyles.
After Surrogate Advertising in Movies and Targeting Gay Men, Ansell Healthcare
Inc. Wants a Change
Universal Pictures entered into a corporate sponsorship deal with Ansell Healthcare/Lifestyles
Condoms in 2004. The agreement included product placement in the movie American Pie (and all
its sequels), an Internet promotion, a sweepstakes, and joint television commercials.94 This effort
by Ansell at cross-promoting its Lifestyles brand was thwarted to some extent as the MPAA
(Motion Picture Association of America) declined to approve television spots for the film and
LifeStyles condoms. Consequentially, Universal Pictures dropped one portion of the deal with
Ansell Healthcare Inc. for the teen sex comedy “American Pie 2”.
In 2005, Ansell Healthcare placed Lifestyles advertisements in gay magazines. Even though gay
men seem an obvious target in the condom market, marketers have not fully embraced this target
audience, to their detriment. Ansell’s Lifestyles condoms brand was one of the first to make an
appearance in the gay magazine The Advocate, albeit on a small scale due to a lean ad budget.95
In 2005, Ansell Healthcare spent $113.9 thousand on advertising Lifestyles condoms in
magazines, and national or spot radio.96
Global Protection’s ONE condom
Global Protection, Inc. launched its new product, ONE condoms, in unique style by kicking off
with a consumer condom package design contest held on Valentine’s Day 2005. The winning
design was used in the packaging of ONE condoms and distributed nationwide.
The ONE condoms brand brings a fresh look to condom displays with a sleek contemporary
circular outer container, attractive colors, and constantly refreshed wrapper images. Global
Protection, Inc. positions the ONE condom brand as a classy and reliable choice for men and
women. The ONE product line includes the CLASSIC ONE, the STUDDED ONE, the
ROOMIER ONE, the BIGGER ONE, the COLORED ONE, and the GLOWING ONE, which
uses a patented technology to make the condom glow in the dark.97
93
Coinbooks.org, May 10 2005
Alternet.org, 2004
The Commercial Closet, July 2005
96
TNS Media Intelligence, 2005
97
Dexigner.com, February 2005
94
95
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ONE condoms’ unique circular-shaped packaging and full-color graphics are accompanied with a
tag line or a “ONE Liner”. For instance, One wrapper features an image of a 1950’s car tail fin
with the one-liner “ONE for the road”. Global Protection is banking on this creativity to
distinguish it from other brands, positioning it as more than a tool of protection, but also as a
creative experience which transcends into the “art” of love making. Other examples include:
•
The BIGGER ONE with the Empire State Building and a caption that reads, “ONE
singular sensation”.
•
One of the packages featured a picture of the American Flag with the caption “ONE
Nation.”
•
Another displayed a photo of two men kissing with the words, “Two for ONE.”
Okamoto U.S.A.’s Beyond Seven Condoms
New Variant and Fresh Look for Okamoto’s Beyond Seven Condoms
Based on retailer input, Okamoto USA Inc., marketer of Beyond Seven condoms, has repackaged
the Beyond Seven brand, which includes Lightly Lubricated, Spermicidal Lubricant, and Studded
condoms and introduced a line extension, the new Aloe Enriched condoms.
The launch of the Aloe Enriched condoms is a specific effort to cater to a female need.
According to Jennifer Jordan, Marketing Manager for Okamoto USA Inc., “We found that the
majority of women are looking for a lubricant that is gentle to the body. Aloe is known to prevent
irritation, pain and itching, and helps retain moisture.” She adds, “We wanted to create a fresh
new look that really stood off the shelves. Since we were in the process of introducing line
extensions for the brand, this was the perfect time to update its look. We also felt strongly about
soliciting feedback from our customers on what they wanted to see, which really helped us
achieve our goal.”98
Mayer Laboratories’ Kimono MicroThin condoms
Mayer Laboratories, which manufactures Kimono MicroThin condoms, launched a poker-themed
advertising campaign in 2005. The company bought airtime on national cable in October 2005 to
feature advertisements on cable networks: Oxygen, VH1, ESPN, MTV, and Comedy Central.
98
Chain Drug Review, June 6, 2005
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Mayer Laboratories planned to run spots for Kimono on WB stations in New York, Boston, and
Washington. The campaign comes as sales of Kimono have doubled in the past year as a result of
deals with major East Coast retailers.
The television advertising campaign, Mayer’s first, cost $500,000. The 30-second spot, which
will run during late night, has been inspired by the current poker craze on cable television. The
advertisement shows an attractive woman running out of chips during a poker game. The woman
then slides a Kimono condom instead of a chip into the pot. This is followed by the tagline that
reads “Kimono condoms. When the stakes are high.”
The reason the company decided to use cable as a media was that niche networks like Oxygen
can enable the targeting of specific demographics with a limited budget. According to Mayer
president David Mayer, “The goal is to push Kimono as a sophisticated choice to a mainly
educated female and metrosexual male audience. We are selling condoms as a lifestyle. Part of a
sophisticated young-adult wardrobe is the condom they wear.”99
99
Broadcasting & Cable, September 19, 2005
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New Product Introductions/Innovations
Church and Dwight Introductions
In 2005, Church & Dwight Co. was by far the most active of the condom marketers when it came
to product launches, with three different product introductions in 2005. In 2005, the company
launched the trend setting Elexa line of premium sexual health products targeted at women. This
line of condoms and accessories is rather unconventionally located in the feminine care aisle of
stores. There will be several new additions to the Trojan product line in 2006, including a new
ultra-thin condom. 100
Trojan Mint Tingle
Trojan responds to a true consumer need, with the May 2005 introduction of Mint Tingle
condoms, a mint flavored lubricated condom. According to the second annual Trojan Sexual
Health Monitor, a national survey of sexual health attitudes conducted by StrategyOne for Trojan,
a chief reason why gay men do not use condoms for oral sex is that they don’t want to taste the
latex. The survey also found that 41% women do not use condoms during oral sex for the same
reason.101
Trojan Mint Tingle, the brand’s first flavored condom, features a food-grade mint flavor, mint
aroma, bright green color, and a non-greasy, water-based lubricant. According to Trojan’s Jim
Daniels, “We positioned Trojan Mint Tingle to bring the protection elements of condoms into the
areas of foreplay and oral sex. This product extends the window of protection beyond just
intercourse with a superior, technologically advanced product.”102
Trojan Her Pleasure Warm Sensations
Trojan launched a new Her Pleasure variant in 2005, the Trojan Her Pleasure condom with Warm
Sensations lubricant. The condom itself is designed to provide greater sensation for both partners
with unique ribbing near the base of the condom. The condom also features a flared head. The
Warm Sensations lubricant is a special moisture-activated lubricant that is touted to release
gentle, warm sensations during sexual intercourse. Designed to provide extra sensation for
women during sexual intercourse, the condom is sold in a lavender colored pack.103
100
Church & Dwight Co., Inc. Annual Report 2005
Trojan Condoms website (www.trojancondoms.com),Press Release, May 19, 2005
102
Chain Drug Review, August 15, 2005
103
Website of online condom retailer, (www.condoms.com)
101
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Elexa Premium Latex Condoms
Church & Dwight launched the new upscale, female-targeted Elexa line of Premium Latex
Condoms and intimacy products after extensive consumer research revealed that women want
sexual health products that help them connect more intimately with their partners and allow them
to enhance their sexual pleasure in a responsible, health-conscious way.104
Promoted as “a woman’s perspective by Trojan,” the Elexa line of lubricated, low latex odor
condoms is available in three variants: Ultra Sensitive, Natural Feel, and Stimulating. Elexa is
also available with the hugely popular soft silicone vibrating condom ring that is powered by an
ultra-light battery designed to enhance pleasure for both partners.
The Elexa line is sold in the feminine care aisle and distribution includes drugstores as well as a
major mass merchants. According to Cassandra Johnson, Elexa Product Manager for Church &
Dwight, “Advertising has already hit several women’s magazines.” She adds that, “Women are
challenged by buying condom products because they are obviously condoms. If you take an Elexa
package to the cashier, it is not screaming anything, it looks like any feminine care product. It’s
very discreet.” 105
Elexa marks a new approach in marketing condoms to women. Johnson says that “women told us
that they wanted more control over their sexual well-being, but that they feel largely marginalized
by the decidedly male nature of sexual health products currently on the market. By creating a
brand just for them, we hope that women will enjoy more intimate sexual experiences and gain
new awareness that practicing responsible, safer sex is crucial to their long-term health.”106
The collection currently contains the following products: Elexa Natural Feel Condoms, which are
ribbed and incorporate a premium water-based lubricant; Elexa Intimacy Gel, a clear non-greasy
warming gel; Elexa Stimulating Condoms, which are uniquely ribbed and offer a premium “ultra
silky” lubricant for greater intimacy and comfort; Elexa Freshening Cloths, lightly scented,
premium-quality cloths; Elexa Ultra Sensitive Condoms, ultra thin but strong condoms with low
latex odor and a premium lubricant; Elexa Vibrating Ring, a silicone condom ring powered by a
light battery and bundled with one premium Elexa condom.
104
MMR, August 22, 2005
HFN, October 3, 2005
106
Drug Store News, September 26, 2005
105
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Asa Products’ X-Treme Ring Vibrating
The X-Treme Ring Vibrating Ring & Condom, manufactured by California-based Asa Products
Inc., is a condom ring, to be worn on the base of the latex condom provided with it. The ring
emits vibrations that act as a stimulant. Package text reads “Maximize your pleasure! Vibrating
enhancement — Maximum stimulation and pleasure. May increase and strengthen erectile
dysfunction. The ultimate satisfaction for both partners simultaneously.”
Durex Premium Latex
New versions of Durex Premium Latex Condoms were launched in 2005. The company
introduced three SKUs of Durex Premium Latex Condoms in 2005. Durex Premium Latex
Condoms were offered in 12-count boxes and are said to be 20% thinner than standard condoms
but reliable as the condoms are electronically tested for reliability.
Durex Tingling Pleasure with Spearmint Tingling Lubricant Condoms
Launched in 2005, the Durex Tingling Pleasure with Spearmint Tingling Lubricant Condom is
transparent, and features a special Spearmint Tingling Lubricant that has a spearmint scent. The
product claims to “help provide an intensifying experience for both partners.”107
Warming Pleasure Thin with Sensual Warming Lubricant Condoms
Another version of the Durex Premium Latex Condoms, the Warming Pleasure Thin with Sensual
Warming Lubricant Condoms, was also launched in 2005. The condoms are reportedly 20%
thinner than standard condoms but do not compromise on protection. The Warming Pleasure Thin
with Sensual Warming Lubricant Condoms claim to “help provide a more sensual experience for
both partners.”108
Durex Play Sensations Assorted Premium Latex Condoms
Durex Play Sensations Assorted Premium Latex Condoms feature a box containing 12 condoms
with assorted lubricants. The assortment include “Play Warmer” gentle warming lubricant, “Play
Tingling” spearmint lubricant, “Natural Feeling” long-lasting lubricant for a natural feel, and Her
Sensation Condoms with “Play Flavor” sensual berry-scented lubricant.109
107
Productscan Online (www.productscan.com), August 22, 2005
Productscan Online (www.productscan.com), August 22, 2005
109
Productscan Online (www.productscan.com), August 22, 2005
108
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SSL Americas Books Winter Advertising for Durex Tingle Condom and Play
Lubricant
Georgia-based SSL Americas, Inc. planned a detailed press campaign in men’s and women’s
consumer magazines for the Durex Tingle condom and Play lubricant running alongside sampling
activity leading up to the end of 2005.110
Ansell Healthcare Products, LLC
Lifestyles 4Play
In keeping with the new trend of selling condoms with pleasure enhancing accessories in a single
kit, Ansell Healthcare Products, LLC launched the 4Play series of condom kits in April 2005. The
4Play series comprises five products that are condom kits bundled with pleasure-enhancing
paraphernalia. LifeStyles4Play Condom Kits are promoted in full-page ads, displayed in rack
display boxes, and available in “five great new ways to Feel Good and Play Safe.” The five kits
are 4Play Touch, 4Play Taste, 4Play Tease, 4Play Vibe, and 4 Play Ignite.111
The 4Play Touch Vibe features three lubricated latex condoms, two fruit-scented warming
massage oils and some massage tips. The 4Play Taste includes three lubricated ultra-sensitive
condoms and two fruity edible body paints. The 4Play Tease includes three lubricated latex
condoms, edible vanilla dust with a feather tickler. 4Play Vibe includes one lubricated latex
condom and a vibrating ring with battery. The 4Play Ignite features three lubricated latex
condoms, body glitter lotion and three sachets of silky warming lubricant.
According to Dahai Guo, Business Development Manager at Ansell, “The condoms provided in
the Vibe, Touch, Tease and Ignite kits are our next-generation condoms. They are among the
thinnest condoms on the market and provide much higher sensation, but also provide optimal
strength and reliability.”112
Akin to many products in the budding intimacy products segment, the 4PlaybyLifeStyles kits are
primarily targeted at men and women less than 35 years of age. However, Guo notes that the line
has generated interest among older consumers as well. The launch of the 4Play line of condom
kits generated a lot of media interest. According to Guo, Glamour magazine requested samples of
the kits to conduct trials among readers. Glamour featured the product in its September 2005
issue, while Essence, Jane, and Shape covered the kits in their September, November, and
110
Community Pharmacy, October 13, 2005
Productscan Online (www.productscan.com), August 22, 2005
112
MMR, August 22, 2005
111
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December issues, respectively. Ansell is supporting the line with a variety of merchandising units
and freestanding inserts. Print advertisements were placed in Cosmopolitan in September 2005.
Radiance International ‘s Erecxel Condom Plus
Manufactured by California-based Radiance International, the Erecxel line of intimacy
enhancement products includes products such as erection enhancement products, premature
ejaculation solutions, and penile enhancements. The erection enhancement products include
penile constricting bands, which are now bundled with condoms under the Erecxel Condom Plus
brand. The Erecxel Condom Plus features penile bands and three premium latex condoms in a
box. The Erecxel Band is an externally used plastic split ring that can be fastened together; the
ring can be adjusted to permits easy adjustment of constrictive pressure. The band can be washed
and reused.
The label copy for Erecxel Condom Plus reads “Innovative health & intimacy products for men—
Protection and confidence for enhanced intimacy—Promotes safe sex and greatly improves
erection. Erecxel CP is a convenient pack of 2 invaluable products for your best protection and
maximum confidence during intimacy.”113
113
Productscan Online (www.productscan.com), August 8, 2005s
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Chapter 6: Consumer
Chapter 6
Condoms in the U.S.
The Consumer
Note on Simmons Survey Data and Figures
Data and analysis in this chapter is based on inputs provided by Simmons Market Research
Bureau (SMRB), New York. The data has been derived from the NCS (National Consumer
Survey) Fall 2005 (January 2005 – September 2005) survey, based on a sample of 211,425 U.S.
adults who represent a statistically accurate cross-section of the U.S. adult population.
Based on the survey, it has been possible to derive detailed demographic profiles of consumers
using a particular product. Simmons has also developed an index system to calibrate use of a
product by a given segment of the population, compared to the population as a whole. These
indices give an indication of the preference or usage characteristics of certain demographic
groups and facilitate relative comparisons with other groups. If, for example, 10% of the overall
sample report use of a product, but 12% of the age group 18-24 years report use, this age group
would have an index of 120, or 20% above the norm. Generally speaking, Packaged Facts
considers an index of 110 or higher to be significant, or an indicator. Indices falling below that
level or any findings that Simmons has classified as statistically unstable or unreliable are
considered ‘not significant.’
While normally, index values above 110 are considered a significant indicator, in case of relative
comparisons between categories, index values lower than 110 are also displayed in tables.
Demographic groups showing preference for a particular brand/product based on index values
may not indicate that it is the largest user group, but would rather indicate the group’s preference
toward the product or brand as compared to the overall user group.
This chapter also draws inferences from HIV/AIDS Surveillance Reports made by Centers for
Disease Control and Prevention (CDC). The surveillance report – “Cases of HIV Infection and
AIDS in the United States, 2004” (updated in February, 2006) by CDC was used to examine the
inflection trends of AIDS in the U.S. according to consumer demographic characteristics.
The “Preliminary Births for 2004” report compiled by the CDC, and the report on “Adolescent
Pregnancy and Childbearing in the U.S.” compiled by the Centre for Health Statistics were also
used to map pre-marital and teenage births in the U.S. according to consumer demographic
characteristics.
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The American Sex Survey, conducted by ABC News in 2004, was used to explain condom usage
and AIDS inflection rates in Southern states of the U.S.
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Adult Condom Usage in the U.S.
Although use of condoms is a key determinant of unintended pregnancies, effective family
planning and sexually transmitted diseases, according to the Simmons Survey, only 15.1% of
U.S. adults use condoms.
This low percentage seems illogical in the face of government data that cites that approximately
half of all pregnancies in the U.S. are unintended114 and that the rate of HIV/AIDS infection was
15.0 per 100,000 in 2004.115
Figure 6-1
Percentage of U.S. Adults Using Condoms, 2005 (%)
15.05%
Use Condoms
Do Not Use Condoms
84.95%
Source: SMRB, NCS (National Consumer Survey) Fall 2005, Packaged Facts.
This material is reprinted with permission
114
115
Family Planning Progress Review (www.healthypeople.gov), December 8, 2004
statehealthfacts.org
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Condom User Selected Key Demographics
Young Singles and Young Marrieds
It is no surprise that younger consumers aged 18-44 years were the heaviest users of condoms.
This age segment falls within the 25-50 years age bracket of people at greatest risks of
contracting HIV/AIDS [See Table 6-2].
According to the National Opinion Research Center (NORC) at the University of Chicago, which
conducts the General Social Survey (GSS) sponsored by the National Science Foundation, the
number of sexual encounters declines with age., the number of sexual encounters declines with
age. The frequency of sex is the highest and fairly consistent in the age bracket of 20-30 years.
The frequency drops by about 20% with every 10 years increase in age up to age 64. People aged
between 65–74 show a 60% drop. The study also claims that the average frequency for
Americans aged 18–39 is 84 times per year, declining steadily to about 63 times per year for
those aged 40 and above.116
Simmons data suggest that both young singles and young marrieds are heavily inclined toward
condom use. Both consumer groups may be interesting in curtailing parenthood for the immediate
future. Condom usage skews particularly high for those aged 18-34 (index of 200+ each) and for
unmarried individuals (156). This suggests condom use by sexually active, young singles.
There is also the suggestion of heavy use among newly married young people when you take into
consideration two data sources: Simmons and Census data. According to Simmons those aged 2435 skewed very high (203) for condom usage and according to the U.S. Census Bureau, in 2004,
the estimated median age at first marriage for women in the U.S. was 25.8 years and 27.4 for
men. So while people are marrying slightly later, Simmons data suggests that family planning is
still important for these older newlyweds.
African Americans Skew High
Ethnicity also plays a defining role in consumer preferences for using condoms. African
Americans have the highest index, 210, for condom usage. Asian Americans with an index of
137, and Hispanics with an index of 129 also showed a high preference for condom usage.
116
Health Library, Sexuality & Health.
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Geography Matters
Consumers from the Northeast showed a higher tendency (index of 118) for using condoms as
compared to people from other regions, which may correspond in part to the greater concentration
of major metropolitan areas in the Northeast.
Interesting and worrisome is condom usage in the South skewed very low, particularly since the
South accounted for the largest percentage of all AIDS cases diagnosed in the U.S. in 2004
(46.6%).117
Condom usage is lowest in the Southwest (index of 86), which may reflect poor health
infrastructure in some of the states, as well as the socio-economic factors that limit condom usage
and curtail treatment of STDs.118
Education and Economics
Clearly education and economic status affect condom usage. Graduate degree holders (index of
107) or college graduates (index of 137) showed a greater tendency for using condoms. Similarly,
consumers from affluent households (household incomes of $60,000 and over) were highly
skewed toward condom usage. Consumers from households with incomes between $60,000 and
$99,000 showed the highest inclination for condom usage (index of 108), while consumers from
households with incomes over $99,000 also showed high preference for using condoms (index of
104).
Family Planning
Consumers from families with five or more members showed the highest tendency for condom
usage with an index of 133. An interest in family planning may explain why households with
children under the age of six years also have a high index, 163, for usage of condoms.
117
Centers for Disease Control and Prevention, HIV/AIDS Surveillance Reports, Cases of HIV Infection and AIDS in the
United States, 2004. (Updated in February 2006).
118
Southern States Manifesto, HIV/AIDS and STD’s in the South: A Call to Action, March 2, 2003
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Table 6-1
Demographic Characteristics Favoring Use of Condoms, 2005
Basis
Category
Index
18-24 years
211
25-34 years
203
35-44 years
118
Male
131
Hispanic Origin
129
African American
210
Asian American
137
Northeast
118
College Graduate
137
Graduate Degree
107
$60,000 to $99,000
108
$100,000 or More
104
Marital Status
Not Married
156
Number of People
in Household
Three-Four
124
Five or More
133
Under 6 years
163
6-11 years
113
Own Condo or Co-Op.
108
Rent
163
Age Group
Gender
Race
Region
Education
Household Income
Age of Children
Type of Residence
Source: Simmons Market Research Bureau, Fall 2005 Study of Media and Markets; Packaged Facts. This material is
reprinted with permission.
A Closer Look at Condom Usage by Age
According to the SMRB Fall 2005 survey, younger adult consumers aged 18-44 years were the
core group of condom users in the U.S. Of this section of the population, consumers aged 25-34
years represented 35% of total condom users, forming the largest group of condom users in the
U.S. in 2005.
The use of condoms among consumers over age35 falls rapidly as people get older. This does not
necessarily mean that consumers show an increase in risky sexual behaviors with an increase in
age. More likely, they are in monogamous relationships where the risk of contracting HIV or
other STDs is considerably reduced, and the primary purpose of using contraception is birth
control rather than prevention of STDs. Other methods of family planning, such as birth control
pills, may also account for a fall in use of condoms with the increase in age of the consumer.
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Many consumers feel that using condoms during sexual intercourse causes a lack of sensation
and, thereby, makes the act less pleasurable. Consumers also express concern over the risks of the
condom tearing or slipping during intercourse. Many older males have difficulty sustaining
erections when putting on a condom, while others have allergies to latex. All these concerns,
excuses and drawbacks may have led consumers away from condom use or to considering other
types of contraception.
Figure 6-2
Percentage of U.S. Adults Using Condoms by Age of User, 2005 (%)
34.96
35
% of U.S. Adults Using Condoms
30
23.77
23.42
25
20
15
11.98
10
4.00
5
1.75
0.12
0
18-24
25-34
35-44
45-54
55-64
65-74
75 and
Over
Age (Years)
Source: Simmons Market Research Bureau, Fall 2005 Study of Media and Markets; Packaged Facts. This material is
reprinted with permission.
Losing Boomers to Viagra
According to a 2005 survey of over 1,700 U.S. adults (aged 45 years and above), conducted by
the AARP, 60% believe sexual activity is a critical part of a good relationship, while 95% were in
favor of fidelity.119 For these consumers abstinence or condom usage to prevent sexually
transmitted diseases is not a priority. They are more concerned about sexual dysfunctions.
119
Drug Store News, June 6, 2005
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According to Linda Fisher, Research Director at AARP, “Professionals have long known that
sexual dysfunction is not only a major problem for relationships and mental health, but can be a
marker of life-threatening physical health issues, especially heart disease.”120
Condom marketers will need to renew their approach in order to tap this consumer segment, who
may be distracted by Viagra and other drugs designed to combat erectile dysfunction. Entice
these older consumers with products that enhance sexual performance or make it more
pleasurable. In this regard, marketers have come up with innovative products such as condoms
coated with climax delayers that are useful for consumers suffering from premature ejaculations,
or those who cannot sustain erections for long durations. Trojan, Durex, and Lifestyles each have
an offering in this category, and offer a renewed opportunity for marketing condoms to seniors.
The Trojan Extended Pleasure Lubricated Condoms, Durex Performax Condoms, and Lifestyles
Lasting Pleasure Condoms all feature climax delaying lubricants.
120
Drug Store News, June 6, 2005
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Table 6-2
Estimated Numbers of AIDS Cases in the U.S. by Year of Diagnosis and Age of the
Persons, 2000-2004
Age at
Diagnosis (Years)
2000
2001
2002
2003
2004
Total
Number of
AIDS Cases
through
2004*
<13
124
115
109
69
48
9,443
13–14
60
79
71
58
60
959
15–19
291
274
312
301
326
4,936
20–24
1,329
1,343
1,467
1,664
1,788
34,164
25–29
3,432
3,239
3,279
3,276
3,576
114,642
30–34
6,497
6,258
6,010
6,003
5,786
195,404
35–39
8,930
8,649
8,716
8,763
8,031
208,199
40–44
7,530
7,502
7,825
8,291
8,747
161,964
45–49
5,200
5,401
5,656
6,102
6,245
99,644
50–54
3,007
3,199
3,436
3,672
3,932
54,869
55–59
1,528
1,567
1,718
1,854
2,079
29,553
60–64
833
820
930
929
996
16,119
≥ 65
752
759
738
848
901
14,410
Note. These numbers do not represent reported case counts. Rather, these numbers are point estimates, which result
from adjustments of reported case counts. The reported case counts are adjusted for reporting delays and for
redistribution of cases in persons initially reported without an identified risk factor. The estimates do not include
adjustment for incomplete reporting.
* Includes persons with a diagnosis of AIDS from the beginning of the epidemic through 2004.
Centers for Disease Control and Prevention, HIV/AIDS Surveillance Reports, Cases of HIV Infection and AIDS in the
United States, 2004. (Updated in February 2006).
The Touchy Subject of Teens
Teen access to condoms is a hot button topic in the U.S., but the facts are clear. Teens are having
sex. They are getting pregnant. They are susceptible to sexual transmitted diseases. And all
evidence points to the fact that while abstinence is the best defense, it is not a reasonable
expectation.
In 2004, unmarried women under 15 years of age accounted for an overwhelming majority
(97.4%) of teenage births, while 15-19 year old unmarried women accounted for 82.4% of
teenage births. The birth rate among unmarried women less than 15 years of age, increased by
2.2% over the previous year.
The focus of abstinence-based sex education programs in many schools and colleges has not
helped reduce teen birth rates in the U.S. The number of adolescents and teenagers diagnosed
with AIDS also increased by 1.4% in the same period.
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It may be time for marketers to take aggressive steps as a voice for youth in the media in what is
seemingly a time of crisis in America.
Table 6-3
Number and Percentage of Births to Unmarried Women in the U.S. by Age, 2003-2004
2003
2004
% Change
2003-2004
Percentage of Births to
Unmarried Women in
2004
1,415,995
1,470,152
3.82
35.7
Under 20 years
343,670
348,934
1.53
82.6
Under 15 years
6,469
6,614
2.24
97.4
337,201
342,320
1.52
82.4
15-17 years
120,571
120,972
0.33
90.3
18-19 years
216,630
221,348
2.18
78.7
Age of Mother
All ages
15-19 years
Read as: In 2004, 348,934 or 82.6% cases of births to women less than 20 years of age were to unmarried women.
Note: Data for 2004 are based on a continuous file of records received from the States. Figures for 2004 are based on
weighted data rounded to the nearest individual.
Source: Centers for Disease Control and Prevention, Preliminary births for 2004.
Figure 6-3
Percentage of All Births to Unmarried Women by Age, 2004
97.4
100
90.3
% of All Births in the U.S.
90
82.6
78.7
80
70
60
50
35.7
40
30
20
10
0
All ages
Under 20
years
Under 15
years
15-17
years
18-19
years
Age of Unmarried Mother
Source: Centers for Disease Control and Prevention, Preliminary births for 2004.
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The Effect of HIV/AIDS on the Population
In the State of the Union Address in 2006, President Bush said that “More than one million
Americans live with HIV, and half of all AIDS cases in the U.S. occur among African Americans.
An estimated 250,000 people do not realize that they carry the virus. Roughly 40,000 new
transmissions occur every year in the U.S, about half of them resulting from individuals unaware
that they are infecting others. The number of AIDS cases is especially high in African-American,
Hispanic, and gay communities, as well as among intravenous drug users and prisoners.”121
According to CDC estimates, in 2004, around 20,965 African Americans were diagnosed with
AIDS, comprising 49.5% of the total diagnosed cases of AIDS in the U.S. for 2004. The
White/Not Hispanic population accounted for 28.4% and Hispanics accounted for 20.5% of the
total AIDS cases diagnosed in the U.S. in 2004.
Table 6-4
Estimated Numbers of AIDS Cases in the U.S. by Year of Diagnosis and Race/Ethnicity,
2000-2004
Race/Ethnicity
2000
2001
2002
2003
2004
Total Number
of AIDS Cases
through 2004*
White and Not
Hispanic
11,378
11,052
11,604
11,657
12,013
375,155
African American
19,510
19,473
19,934
20,685
20,965
379,278
Hispanic
7,957
7,974
7,907
8,632
8,672
177,164
350
381
440
478
488
7,317
175
169
186
189
193
3,084
Asian/Pacific
Islander
American Indian/
Alaska Native
Note. These numbers do not represent reported case counts. Rather, these numbers are point estimates, which result
from adjustments of reported case counts. The reported case counts are adjusted for reporting delays and for
redistribution of cases in persons initially reported without an identified risk factor. The estimates do not include
adjustments for incomplete reporting.
* Includes persons with a diagnosis of AIDS from the beginning of the epidemic through 2004.
Centers for Disease Control and Prevention, HIV/AIDS Surveillance Reports, Cases of HIV Infection and AIDS in the
United States, 2004. (Updated in February 2006).
The high incidence of AIDS cases indicate that there are still large segments of people from
different ethnic origins that still need to adopt safe sex practices such as condom usage. Although
African Americans accounted for approximately 13% of the U.S. population in 2004, they
accounted for nearly half of HIV/AIDS diagnoses. African Americans accounted for the most
121
The White house, Office of the Press Secretary, February 1, 2006
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cases diagnosed among males (44%) and the majority of cases among females (68%).122 Looking
beyond 2006, a better prevention stratagem, consisting of extended HIV testing, targeted
campaigns, and sex education may be needed to tackle the high incidences of HIV/AIDS among
African Americans and Hispanics.
Another factor indicating lack of condom usage is the teenage birth rates that vary widely with
ethnicity. According to the Planned Parenthood Federation of America,123 in the U.S., in 2003, the
birth rate among teens aged 15-17 years was 22.4 births per 1,000, and 70.8 births per 1,000
women aged 18–19 years. The teenage birth rate for Hispanics was 82.2 per 1,000, 64.8 per 1,000
for African Americans, and 27.5 per 1,000 for White/Not Hispanic. In 2003, 82% of the teens that
gave birth were unmarried, while about 40% of teen pregnancies end in abortion.124
122
U.S. Census Bureau, Population estimates and CDC, Racial/Ethnic Disparities in Diagnoses of HIV/AIDS, February 10,
2006.
123
Planned Parenthood Federation of America, Inc., affiliated health centers in the U.S. provide reproductive health care
and sexual health information.
124
Planned Parenthood Federation of America, Inc., Pregnancy & Childbearing Among U.S. Teens, Fact Sheet , January
2006
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Table 6-5
Estimated Numbers of AIDS Cases in the U.S. by Year of Diagnosis and Region, 2000-2004
2000
2001
2002
2003
2004
Total Number
of AIDS Cases
through 2004*
Northeast
12,105
11,212
10,395
11,149
11,158
289,792
Midwest
3,968
3,949
4,303
4,495
4,498
93,701
South
15,841
16,598
17,751
18,612
19,792
343,449
West
6,443
6,258
6,745
6,474
6,083
187,730
U.S.
dependencies,
possessions, and
associated nations
1,156
1,190
1,073
1,100
982
29,634
Region
Note. These numbers do not represent reported case counts. Rather, these numbers are point estimates, which result
from adjustments of reported case counts. The reported case counts are adjusted for reporting delays and for
redistribution of cases in persons initially reported without an identified risk factor. The estimates do not include
adjustments for incomplete reporting.
* Includes persons with a diagnosis of AIDS from the beginning of the epidemic through 2004.
Centers for Disease Control and Prevention, HIV/AIDS Surveillance Reports, Cases of HIV Infection and AIDS in the
United States, 2004. (Updated in February, 2006).
Incidences of AIDS cases are higher in the South than in the Northeast, Midwest, and West. The
number of new HIV/AIDS cases declined or leveled in the West, Northeast and Midwest, but
increased in the South.125
At the December 2002 Southern AIDS Conference, the Southern States Manifesto, written by the
Southern State AIDS and STD Directors Work Group, reported that seven out of ten states with
the highest AIDS cases are in the South. The HIV epidemic in the South is in some ways
reflective of the situation in some developing nations. The HIV/AIDS epidemic here is affecting
the rural, heterosexual African American female. The poor health infrastructure, socio-economic
factors, lack of affordable housing, racial disparity, and high rates of other sexually transmitted
diseases are factors driving the HIV/AIDS epidemic in the South.
Of the 17 Southern states, 16 have received $29 million in federal funding for abstinence-onlyuntil-marriage programs through the Special Projects of Regional and National SignificanceCommunity Based Abstinence Education (SPRANS) grant program, and the Adolescent Family
Life Act (AFLA) in 2002 and 2003. These programs are targeted at faith-based organizations,
state health departments, crisis pregnancy centers, school boards, and schools in the South.
However, they seem to have offered little help in preventing AIDS among the predominately
125
Centers for Disease Control and Prevention, HIV/AIDS Surveillance Reports, Cases of HIV Infection and AIDS in the
United States, 2004.
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African American and/or low-income residents of the South, accounting for 40% of HIV positive
people and 46% of all new AIDS cases in the U.S. 126
According to Bill Smith, director of public policy at SIECUS (Sexuality Information and
Education Council), “The Southern States Manifesto demonstrates that in the places where
abstinence-only-until-marriage programs have really taken hold, we are seeing a disturbing trend
of rising HIV rates because young people don’t learn how to protect themselves.”127
Moreover, teen birth rates are also very high in the Southern and Southwestern states. Overall
teen birth rates in the U.S. declined significantly after large increases in the 1980s. In 2002, the
teen birth rate declined to 43 live births per 1,000 teenage women nationally, including declines
in every state. Teen birth rates varied by geographic region, with the highest rates occurring in the
South and Southwest.128
The high teenage pregnancies rates in the South are not indicative of the Southerners’ attitudes
towards premarital sex. According to the American Sex Survey conducted by ABC News in
2004, Southerners are largely informed by religiosity, more apt to be weekly churchgoers, and
conservative on the subject of sex and related issues. According to the survey, 71% in the
Northeast and roughly two-thirds in the West say premarital sex is acceptable, whereas only 54%
Southerners agree.129
The focus on abstinence in sex education programs in schools is simply not working. While the
focus on abstinence has not been a significant deterrent to teenage sex, the program keeps away
valuable information on condom usage and safe sex from teenagers who indulge in sexual
intercourse. According to one MSNBC study in Texas, 23% of ninth-grade girls (13 to 14 years
old) had sex before receiving abstinence education. After taking the course, 29% of the girls in
the same group said they had sex. The percentage of boys in the tenth grade (14 to 15 years old)
having sex increased from 24% before receiving abstinence education to 39% after receiving
abstinence education.130
According to the CDC, in 2002, the states with the highest birth rates for teens aged 15-17 years
were District of Columbia, Puerto Rico, Guam, Texas, New Mexico, Mississippi, Arizona,
Louisiana, Arkansas, Alabama, and Georgia.131
126
Southern States Manifesto, HIV/AIDS and STD’s in the South: A Call to Action, March 2, 2003
Sexuality Information and Education Council (SIECUS), August 2003
Centre for Health Statistics, Adolescent Pregnancy and Childbearing in the U.S.
129
ABC News, American Sex Survey, October 21, 2004
130
The Politics of Sex in America, March 27, 2006 and MSNBC, February 1, 2005
131
CDC, National Vital Statistics Reports, December 17, 2003
127
128
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Although teen birth rates are decreasing, the highest teen birth rate occurred in Texas, with 62.9
births per 1000 teens, in New Mexico with 62.7 per 1000 and in Mississippi at 62.5 per 1000, in
2003.132
132
Child Trends, Press Release, April 18, 2006
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Condom Preference by Type
The vast majority of condom users (89.2%) most often use latex condoms, known to be an
effective method of birth control and the safest kind of protection against HIV/AIDS and other
sexually transmitted diseases.
However, consumers often complain that latex condoms reduce sensation during the act. For this
reason, some consumers use the thinner, natural skin condoms made of sheep intestines, which
can be used to avoid unwanted pregnancies, but not as protection against STDs. This major
drawback limits the use of natural skin condoms. According to the SMRB Fall 2005 Survey, only
10.8% of the consumers used natural skin condoms most often.
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Figure 6-4
U.S. Adults Favoring Use of Condoms by Type of Material, 2005 (%)
10.84%
Use Latex Condoms
Use Natural Skin Condoms
89.16%
Source: Simmons Market Research Bureau, Fall 2005 Study of Media and Markets; Packaged Facts. This material is
reprinted with permission.
The survey does not cover polyurethane condoms.
Age, gender, marital status, number of people in the household, age of children in the household,
and type of residence are all significant factors indicating condom use, but cannot be used to
signify consumer preferences for using latex or natural skin condoms. The demographic
characteristics of both latex and natural skin users share a certain likeness across these factors.
On the other hand, consumer ethnicity, region of residence, education, and household income are
differentiating demographic factors.
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Latex Condom Users versus Natural Skin Condom Users
Table 6-6
Demographic Characteristics Favoring Use of Condoms by Type, 2005
Basis
Age Group
Gender
Race
Region
Education
Household Income
Marital Status
Number of People in Household
Age of Children in Household
Type of Residence
Category
Latex Index
Lambskin Index
18-24 years
222
170
25-34 years
210
166
35-44 years
117
124
Male
128
140
Hispanic Origin
122
201
African American
203
244*
Asian American
127
279*
Northeast
118
119
Southeast
99
137
Did Not Graduate High School
88
120
High School Grad
75
112
College Grad
148
70*
Grad Degree
101
128*
$40K-$59K
101
113
$60K-$99K
107
112
$100K or More
110
57
Not Married
155
168
Three-Four
125
118
Five or More
131
175
Under 6 years
169
139
6-11 years
117
128
12-17 years
104
131
Rent
159
177
* Note: Sample size unstable and is shown for consistency and directional purposes only.
Source: Simmons Market Research Bureau, Fall 2005 Study of Media and Markets; Packaged Facts. This material is
reprinted with permission.
The latex condom profile suggests that the typical users are more likely to be African American,
Hispanic, or Asian American. However, Hispanic males showed a marked preference for this type
of condom at an index of 201.
Latex users are most likely from the Northeast, versus lambskin users, who are predominant in
the Southeast. Latex users are most like college graduates and/or make and above average
incomes while the lambskin profiles skews to less educated and lower income users.
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Condom Usage by Brand
According to the SMRB Fall 2005 survey, Church & Dwight’s Trojan is most-used condom
brand, followed by Ansell Healthcare, Inc.’s Lifestyles and SSL Americas, Inc.’s Durex. Three of
the top five brands used most often belong to Trojan: 4.7% of adults used the Lifestyles brand of
condoms most often; 4.6% used the Other Trojan brands; 3.2% used Trojan Magnum; and 2.5%
used Trojan Her Pleasure. 1.7% of those surveyed used the Durex brands most often. [See Figure
6-5]
Figure 6-5
Usage Rates for Condoms by Brand, 2005 (%)
5.00%
4.70% 4.61%
4.50%
4.00%
% of U.S. Adults
3.50%
3.17%
3.00%
2.46%
2.50%
2.00%
1.71%
1.44%
1.50%
1.00%
0.40%
0.50%
0.22%
Other Brands
Class Act
Naturalamb
Durex (Gold Coin,
Ramses, Sheik)
Trojan Her Pleasure
Trojan Magnum
Other Trojan
Lifestyles
0.00%
Condom Brands
Note: The Durex brands included in this survey comprise Gold Coin, Ramses, and Sheik.
Source: Simmons Market Research Bureau, Fall 2005 Study of Media and Markets; Packaged Facts. This material is
reprinted with permission.
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Table 6-7
Demographic Characteristics Favoring Use of Condoms by Brand, 2005
Index
Basis
Category
Durex #
Lifestyles
Trojan
18-24 years
323
225
224
25-34 years
163
204
205
35-44 years
131
139
112
Male
137
119
134
Hispanic Origin
162
106
123
African American
181*
254
196
Asian American
168**
104**
126
Northeast
123
128
115
Southeast
82*
134
97
Pacific
126
69
100
College Grad
110
135
140
Grad Degree
120*
62
111
$40,000 to $59,000
126
111
95
$60,000 to $99,000
108
112
111
$100,000 or More
95
81
110
Marital Status
Not Married
163
156
159
Number of People in
Household
3-4
129
126
131
5 or More
140
151
122
Under 6 years
142
164
164
6-11 years
120
136
105
12-17 years
89
128
104
Rent
153
175
154
Age Group
Gender
Ethnicity
Region
Education
Household Income
Age of Children in
Household
Type of Residence
* Note: Sample size unstable and is shown for consistency and directional purposes only.
# Note: The Durex brands included in this survey comprise of the Gold Coin, Ramses, and Sheik.
Source: Simmons Market Research Bureau, Fall 2005 Study of Media and Markets; Packaged Facts. This material is
reprinted with permission.
Durex Users
Preferred by younger consumers, the Durex brand of condoms accounts for 26% of the world’s
$4 billion condom market, making it the world’s top condom brand.133 Younger consumers
display strong brand preferences and like buying brands that reflect their lifestyles. Moreover, the
133
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Durex.com web site plays a key role in facilitating communication with young adults and
provides them with information about safe sex.
Consumers aged 18 to 24 years (index 323) used the Durex brand of condoms most often, apart
from those in the 25-34 years age bracket (index 163), and those aged between 35 to 44 years
(index 131).
Consumers of Hispanic origin also had a penchant for using Durex condoms, at an index of 162.
Consumers residing in the Pacific (index 126) and Northeast (123) regions also used Durex
condoms often. Consumers from households with incomes on the lower side ($40,000 to
$59,000) showed preference for the Durex brand of condoms (index 126).
Lifestyles Users
Lifestyles brand was very strong across several age groups, from those aged 18 thru 44. African
Americans showed a high inclination for using Lifestyles condoms (index of 254), while
consumers from the Southeast (index 134) and Northeast (index 128) also used Lifestyles
condoms quite often.
Also showing an affinity for the Lifestyles brand of condoms were college graduates with an
index of 135. Consumers from households with incomes ranging from $40,000 to $99,000
preferred using the Lifestyles brand of condoms.
Trojan Users
Consumers aged 18 to 34 years skewed toward usage of Trojan, with those aged between 18 to 24
years (index 224) using the brand most often.
African Americans (index of 196), Asian Americans (index 126), and Hispanics (index 123) also
skewed high for using Trojan condoms. Consumers from the Northeast region (index 115),
college graduates (index140), and consumers from higher income households showed a
preference for Trojan.
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Chapter 7
Condoms in the U.S
Trends
Condom Manufacturers Target Women
While men still purchase approximately 70% of male condoms, the number of women purchasing
them is rising.134 Manufacturers are responding to this by focusing on new product development,
packaging, and promotions geared specifically to the female condom purchaser, or are at least
taking a unisex approach which are, at least, not offensive to either sex.
New products in a variety of shapes, textures, flavors, lubrications, and toys have been designed
to enhance the experience of sexual intercourse for women. Although a condom designed to offer
a more pleasurable female experience is not a new concept, the earlier products’ packaging,
marketing and retailing left something to be desired.
Marketers have become more sensitive to the special emotional and functional needs of women,
sexual and otherwise. This is seen in modifying packaging and brand positioning to make these
products more accessible to women.
For instance, in September 2005, Church & Dwight Co. introduced Elexa, a line of sexual wellbeing products under the Trojan brand that include freshening cloths, vibrating ring, condoms,
and intimacy gels. The packaging is comparatively more discreet with dark, subtle colors, delicate
print, and a simple line drawing of a woman (versus any sexually suggestive pictures and words).
The principal display package bears the words “a woman’s perspective by Trojan,” but the Trojan
brand name receives less space while ‘Elexa’ is very prominently displayed. The name Elexa is
derived from the Greek goddess Alexa - the “protector of mankind.”
The retail display is key to the marketing pitch. Elexa products are located in the feminine care
aisle, to make purchase simple and comfortable.
Similar initiatives are underway at Durex Consumer Products. According to Mark McGreevy,
Vice President of Sales at Durex Consumer Products, “Products are being enhanced with women
in mind. Many of the new products that we’ve introduced over the past couple of years have been
134
Grocery Headquarters, Vol. 68, Issue. 8, August 1, 2002
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created to cater to women’s needs. From new textures and shapes to increased lubricants, today’s
condoms offer a more natural and pleasurable experience for both partners.”135
According to Kimberly Liss, Brand Manager for Durex, “A younger, more sexually confident
generation of women is buying condoms these days: 43% of women aged 18-24 in 2003, up from
27% in 2002.”136 To cater to this market, Durex markets products such as the ‘Durex Her
Sensation Condoms’ – a condom with a berry scent, extra lubrication and ribs near the base of the
condom.
Marketing Focus Shifts from Contraception to Pleasure
The condom market is inundated with pleasure enhancing products such as ultra thin condoms,
special lubricants and flavors, unconventionally shaped condoms and vibrators. Amid the hype
generated around each new such product launch, the original message of condoms is further lost.
Condoms, like so much in American culture, are becoming entertainment.
According to Information Resources Inc., dollar sales of condoms through chain supermarkets,
drugstores, and mass merchandisers other than Wal-Mart rose 2.7% from $232.9 million in 2004
to $239.3 million in 2005. Some of this boost can be attributed to the growing market for
condoms with features that enhance sensation or pleasure during sexual intercourse. For instance,
the sales of Trojan Twisted Pleasure condom with a special twisted shape at the closed end to
stimulate both partners grew 62.2% in 2004 over the previous year and again by 7.9% from $5.3
million in 2004 to $5.7 million in 2005. IRI-tracked sales of Trojan Her Pleasure condoms, which
feature a bulbous head and a ribbed pattern with raised rings near the open end of the condom,
increased 17.9% from 2003 to 2004 and a further 5.3% from $9.8 million in 2004 to $10.3
million in 2005.137
Taking these design innovations to the extreme is the Inspiral condom made by India-based
Medtech Products Limited. This condom features a nautilus shaped head at the closed end, which
results in a spring-action, stimulating the glans. According to IRI, sales of these condoms
increased 48.3% in 2004 over the previous year and a further 6.5% in 2005 to reach $1.3 million.
Global Protection, too, has a similar offering in its Pleasure Plus condoms. Pleasure Plus features
a sizeable pouch with internal ribs at the closed end of the condom. During sexual intercourse the
pouch moves and stimulates both partners.
135
Grocery Headquarters, Vol. 68, Issue. 8, August 1, 2002
Hour, July 22, 2004
137
Information Resources, Inc. InfoScan Review; Packaged Facts.
136
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One reason for the thriving market for these products could be that purchasing these is easier and
more discreet compared to the purchase of sex toys and related accessories at specialty stores. At
the same time, consumers in general are less uptight about discussions and products of a sexual
nature. Most importantly, however, consumers are willing to spend on products the offer fun and
fulfillment.
According to Ted Conley, vice president of consumer marketing for Durex, “Many consumers
have moved from less expensive traditional condoms to the more expensive pleasure-oriented
ones. Retailers who have expanded distribution of pleasure condoms have seen a corresponding
spurt in sales.”138
The success of sexual pleasure or enhanced sensation segment of the condom category has
created a market where enhanced sensation items represent the major portion of male condoms
market. In 2005, almost two-thirds of the condoms on the market were pleasure-oriented
products.139
With newer innovative products such as vibrating condoms, condoms with warming gels, climax
delaying lubricants and others, the trend is only going to grow stronger.
Lack of Data, High Price Limits Market for Polyurethane Condoms
In 1995, Durex Consumer Products introduced the world’s first polyurethane condom for men –
the Durex Avanti. Designed for people allergic to latex, the Durex Avanti had certain advantages
over latex condoms, such as compatibility with oil based lubricants, odorless, very thin material
and thereby more heat conductive and transparent. The product soon became one of the largest
selling Durex brands.140
Subsequently in 1999, Church and Dwight Co. launched the Trojan Supra polyurethane condom
made of a patented ‘microsheer’ polyurethane material that is very thin and transparent but strong
and coated with Nonoxynol-9 Spermicide (N-9). According to IRI, in 2005, sales of Trojan Supra
brand of polyurethane condoms reached $4.7 million while sales of the Durex Avanti brand of
polyurethane condoms reached $2.2 million.
138
139
140
Drug Store News, May 23, 2005
Chain Drug Review, Volume: 28, Number: 4, February 27, 2006
Consumers Union of U.S., Inc., May 1995
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The market for polyurethane condoms is very small compared to latex condoms and IRI indicates
modest growth in sales of the Durex Avanti and Trojan Supra brands of polyurethane condoms in
2005.
Polyurethane condoms simply do not measure up to latex condoms, especially in terms of
effectiveness in preventing the transmission of STDs. While laboratory tests on polyurethane
show that sperm and viruses like HIV cannot pass through it and the FDA has approved several
polyurethane condoms, polyurethane condoms safety is not as well documented as latex condom
safety, effecting consumer purchase.
They are more expensive and have higher breakage rates than latex condoms. Test results are
published in The Cochrane Database of Systematic Reviews 2006 (Issue 1), wherein 11 trials
were made on 3,957 sexually active, adult monogamous couples in heterosexual relationships and
not at risk for STDs. Nine trials were conducted in the U.S., one in the U.K. and one in France.
The tests concluded that breakage rate for polyurethane condoms was up to five times higher than
for latex condoms.141
Furthermore, the FDA requires each package of polyurethane condoms to be labeled “For Latex
Sensitive Condom Users.” This label may be off-putting to the average consumer without latex
allergies.
The higher price not withstanding, if the marketers are able to dispel the consumer’s doubts
regarding reliability of polyurethane condoms and are able to educate the consumer on issues
such as the intended use of N-9 lubricant, the marketers may be able to turn around the downward
trend in polyurethane condoms.
Female Condom Still a Failure
The first female condom was introduced in the U.S. in 1994 under the name “Reality.” Now
known as the FC Female Condom in the U.S. and distributed by Mayer Laboratories, Inc., the
female condom is a large, loose-fitting polyurethane condom that is inserted into the vagina and is
intended to prevent pregnancy and STDs.
With IRI tracked sales of just $266,800 in 2005, the market for female condoms is rapidly
shrinking, falling 19% in 2004 and a further 22% in 2005.
141
Health Behavior News Service, Center for the Advancement of Health, February 14, 2006
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The reason for the failure of this product in the U.S. condoms market is that it provides reduced
protection against pregnancy as compared to male latex condoms [See Table 7-1]. Protection
against sexually transmitted diseases could also be inferior as polyurethane condoms have a
higher failure or breakage rate as compared to latex condoms. A failure rate of over 25% has been
reported and the FDA requires the labeling of female condoms to mention that “highly effective
protection against STDs is provided if the male partner uses a latex condom for men.”142
Apart from these two factors, there are other drawbacks to using female condoms, such as
insufficient lubrication and squeaky sounds during intercourse. Some women find it difficult to
insert or remove the female condom. The outer ring is visible outside the vagina and seemed
ungainly to some users. Moreover, the female condom is relatively expensive at approximately
$14 for a pack of five.143
According to former FDA Commissioner David A Kessler, M.D., “The female condom is not all
we would wish for, but it is better than no protection at all. The male latex condom remains the
best shield against AIDS and other STDs.”144
142
U.S. Food and Drug Administration, New Ways to Prevent and Treat AIDS (FDA Consumer Reprint), July 12, 2004
Mayer Laboratories, Inc. website (www.mayerlabs.com)
144
U.S. Food and Drug Administration, New Ways to Prevent and Treat AIDS (FDA Consumer Reprint), July 12, 2004
143
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Table 7-1
Overall Pregnancy Rates by Type of Contraceptives Used
Contraception
Method
Sterilization
Hormonal
Methods
Intrauterine
Devices (IUDs)
Barrier Methods
Typical
Use Rate
of
Pregnancy
Lowest
Expected
Rate of
Pregnancy
Male Sterilization
0.15%
0.1%
Female Sterilization
0.5%
0.5%
Implant (Norplant)
0.09%
0.09%
Hormone Shot (Depo-Provera)
0.3%
0.3%
Combined Pill (Estrogen/Progestin)
5%
0.1%
Minipill (Progestin only)
5%
0.5%
0.8%
0.6%
Progesterone T
2%
1.5%
Male Latex Condom 1
14%
3%
Diaphragm 2
20%
6%
Vaginal Sponge (no previous births) 3
20%
9%
Vaginal Sponge (previous births) 3
40%
20%
2
20%
9%
40%
26%
Female Condom
21%
5%
Spermicidal gel, foam, suppository,
Film
26%
6%
Withdrawal
19%
4%
Natural Family Planning (calendar,
temperature, cervical mucus)
25%
1-9%
No Method
85%
85%
Type
Copper T
Cervical Cap (no previous births)
Cervical Cap (previous births)
Spermicide
Natural
Methods
None
2
Note: Typical use is when you don’t use it at all or don’t use it correctly.
Lowest expected rates reflect perfect use: when you use it correctly every time you have sex.
Source: U.S. Food and Drug Administration, Consumer-Friendly Birth Control Information
U.S. Policies May Contribute to Reduced Condom Sales
The U.S. government has used foreign aid to pressure other governments to adopt abstinence
education programs. In 2003, when the U.S. global AIDS bill was passed, Congress added into
the law a requirement that one-third of all AIDS prevention funds be spent on abstinence
programs.145
The clause is controversial: some organizations, such as the Government Accountability Office
(which is an arm of Congress) and the Global AIDS Alliance, questioned the practicality of
145
OpEd News, April 12, 2006
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promoting abstinence before marriage, and the possible ramifications of neglecting contraception
techniques such as usage of condoms.
The Global AIDS Alliance also charged that the U.S. State Department was also compelling
countries receiving the aid to cut back on programs that educate people on the use of condoms.
A report from the GAO states that the legislation in question is causing severe difficulties in the
execution of various AIDS programs in the 15 countries receiving aid through the President’s
Emergency Plan for AIDS Relief (PEPFAR).
The report alleges that the Office of the Global AIDS Coordinator (OGAC), the government
department responsible for executing PEPFAR, has even crossed the limits of the legislation.
OGAC has reportedly recommended that various country programs set aside at least half of the
funding for sexual transmission prevention activities in 2006, and two-thirds of that amount to
promoting abstinence before marriage as well as fidelity in marriage.
This is a marked shift from the previous policy promoting condoms as the primary device to fight
the global AIDS pandemic. To meet the new spending targets on abstinence-based prevention a
number of country PEPFAR programs had to cut services for prevention of HIV transmission
from mother to child. AIDS prevention programs; including condom promotion for the
population at risk of contracting AIDS were forfeited in some cases to prioritize sexual abstinence
before marriage. Non-governmental organizations (NGOS) were also inhibited from educating
young people about safe sex and condoms despite an obvious need to do so. In addition, some
NGOs felt that the OGAC guidelines were vague, as there was uncertainty on the difference
between condom information and condom promotion, the latter being banned by PEPFAR.146
In the U.S., a 2002 Human Rights Watch (HRW) study found, that abstinence education
programs received millions of dollars but mostly comprised of religious indoctrination and antigay messages from Republican Party oriented churches and church groups. It has been claimed
that federal funds were used to disseminate misleading information about condoms and birth
control despite objections of medical doctors and social work professionals.147
In light of these factors, the Global AIDS Alliance director, Dr. Paul Zeitz, asked Congress to
intervene and reverse the State Department requirements. In October 2003, the Senate considered
rationalizing the proscription on condom-use education and also funding programs that simply
146
147
AIDSMap, Thursday, April 13, 2006
Political Affairs, April 10, 2006
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prioritize the promotion of abstinence. However, the amendment was defeated following pressure
from the Bush administration and the Republican Senate leadership.148
The effect of the new policy promotion affected condom sales in the U.S. In 2004, Ansell
Healthcare declared that condom sales in the U.S. dropped due to President Bush’s sex education
programs, which favor teenage abstinence above condom distribution.149 According to IRI, sales
of Ansell’s Lifestyles brand of condoms fell 8.4% in 2004 to $28.1 million. In 2005, IRI-tracked
sales of Ansell fell by another 1% and unit sales fell by 3.8% since 2004.
Major marketers like SSL Americas and Church & Dwight Company, have suffered less
compared to the smaller players. For instance, IRI-tracked sales for smaller player Okamoto
(Beyond Seven) was $961.6 thousand in 2004 – 22.9% lower than the previous year. In 2005,
IRI-tracked sales at Okamoto fell 14.5% to reach $821.7 thousand. Sales of other major condom
marketers, such as Global Protection, Inc. and SSL Americas Inc. (Durex), Inc. also suffered in
2004. Although Durex managed a healthy 9.8% growth in sales in 2005, sales at Global
Protection, Inc. continued to decline.
Prime Time for the Condom
Despite the fact that no official government or industry limitations prevent condom commercials
from being aired on prime time television, condom advertisements have by custom been restricted
to late-night hours or cable networks. But television networks have in recent times become more
tolerant with sexual health product messaging, as seen by the glut of erectile dysfunction drug ads
and feminine personal care ads.
On June 2005, two television networks, the WB and NBC ended the custom by broadcasting the
first network commercial for condoms during prime time viewing hours, airing Trojan “Make a
Difference” advertisements after 9 p.m. and 10 p.m., respectively.150
Trojan’s Vice President of Marketing Jim Daniels remarked, “Network television is an efficient
means of reaching consumers, and the prime time hours are probably the best time to do that.”151
The “Make a Difference” advertising campaign calls attention to individual accountability and
sexual health using statistics about STDs.152
148
149
OpEd News, April 12, 2006
The Sydney Morning Herald, August 11, 2004
150
abcNews, June 1, 2005
abcNews, June 1, 2005
152
Drug Store News, Vol. 27, Issue. 10, September 26, 2005
151
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The foray into prime time television could also be a response to the growing comfort levels
among consumers regarding topics related to sex which has led to franker and open discussions
on contraception and AIDS. The American Sex Survey, released by ABC News in October 2004,
charts out the attitudes of consumers toward sex and other topics related to sex in the U.S. The
survey indicates that 51% respondents discussed fantasies, 42% considered themselves sexually
adventurous and 29% had sex on the first date.
Another factor that may have prompted marketers to advertise on prime time television could be
that the youth can no longer be alienated from condom advertising or discussions on safe sex. The
American Sex Survey indicates that Americans first had sex at an average age of 18 (17 for men,
18 for women). The old method of airing condom advertisements late in the night so as to
minimize the exposure of children to adult content can no longer be justified. However, apart
from these factors one cannot deny that targeting the youth with condom promotions and
advertisements makes good business sense for condom marketers.
Changing Trends in Sex Education
Depending on the state or local school district mandate, schools teach either the Comprehensive
Sexuality Education or the Abstinence-Only-Until-Marriage Program. These are two different
types of sex education classes that embody two absolutely diverse perspectives.
However, many schools do not follow any one program exclusively and the topics taught to the
students may fall under any of the two programs. Nonetheless, the debate on which type of sex
education program should be taught in schools has become an issue of national dispute and the
source of much political muddling.
The abstinence-only sex education program is a key element of the education plan drafted under
the Bush administration. It has its supporters as well as critics. According to the Kennedy School
National Survey on Sex Education,153 15% of Americans believe that schools should teach
Abstinence-Only-Until-Marriage Programs and not provide information on how to use or even
purchase condoms and other contraceptives; 46% believe that sex education programs should
encompass “abstinence-plus” (i.e., while stressing on abstinence, schools should teach about
condoms and other contraception methods); and 36% believe that sex education should not be
153
The survey, conducted by Princeton Survey Research Associates from September to October 2003, was based on two
nationwide telephone surveys conducted among a random sample of 1,759 respondents 18 years of age or older who
accurately represent the national population.
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only about abstinence from sexual activity but that the focus should be on how to make
responsible and informed decisions about sex.154
The survey also showed that despite the fact that only 15% of Americans want abstinence-only
sex education in the schools, 30% of public middle schools and high schools where sex education
is taught actually teach abstinence-only, 47% taught abstinence-plus and 20% taught a more
comprehensive program. Supporters of the abstinence-only program have had some success with
more federal funding being made available for abstinence programs.
While the debate over abstinence continues, from the condom marketer’s perspective, the focus
on abstinence-only programs in schools means only one thing – lower sales. Teenagers represent
an at-risk population in terms of the likelihood of contracting AIDS, STDs or unwanted
pregnancies and targeted marketing efforts by condom manufacturers at this segment is not
uncommon. The U.S. teenage population represents an important market segment also because
marketers want to catch their consumers at a young age as it is believed that it becomes difficult
to make condom users switch brands.
154
NPR, February 24, 2004
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Battling Ancient Blue Laws
The term “blue law” has its origins in 17th century Connecticut. Coined by Puritans who wished
to keep the Sabbath holy, blue laws were a device to preserve rigid familial structures, to regulate
decadence and prevent people from wearing revealing clothes. Over time the purpose of these
laws was diluted as it addressed varied issues such as sodomy, polygamy and adultery.
Blue laws are somewhat antiquate and are gradually disappearing. However, in August 2005, the
Supreme Court refused to hear a case on the legality of a ban on the sale of sex toys in Alabama.
The law prohibited the distribution of ‘any device designed or marketed as useful primarily for
the stimulation of human genital organs.’ Offenders could get a one-year jail term or be fined
$10,000 on first offense.
Alabama’s law does allow the sale of vibrators and body massagers that are not specifically
designed or marketed to the public as sexual aids. Sales of sexual devices were exempt if they
were to be used ‘for a bona fide medical, scientific, educational, legislative, judicial or law
enforcement purpose.’ The other states with bans on vibrators are Georgia, Mississippi and
Texas.
The vibrating condom – a condom with a battery-operated ring that can be attached at the base
(open end) of the condom – is banned in Alabama, Colorado, Georgia, Kansas, Louisiana,
Mississippi, Texas and Virginia.
Use of Nonoxynol-9 based Spermicides Decline
In the 1990s, Nonoxynol-9 (N-9), the active ingredient in most spermicidal creams sold in the
U.S. was shown to kill the AIDS virus in the laboratory tests. Further epidemiologic studies
suggested that N-9 offered some degree of defense from bacterial STIs (Sexually Transmitted
Infections) when used directly or along with a diaphragm.
Researchers anticipated that N-9 would show similar success against HIV in human trials as well.
HIV prevention activists expected N-9 would be the leading weapon in the effort against AIDS.
Condom marketers who had already offered condoms coated with N-9 spermicide to avert
unwanted pregnancies started publicizing the added benefit it offered in protection from AIDS.
However, the belief of having found a wonder drug to prevent transmission of HIV and other
STDs simply by using N-9 was soon found to be baseless. A 2000 study of N-9’s effectiveness
among sex workers in South Africa and Thailand showed that HIV incidence was actually higher
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among women using N-9 than among those using other products. The finding questioned the
safety of using N-9 for protection against unwanted pregnancy.155
Experts at the World Health Organization (WHO) and the U.S. Centers for Disease Control and
Prevention (CDC) conducted a review of the evidence. The summary report was released by
WHO in October 2001 and the CDC published its public health guidelines for the use of N-9 in
May 2002 asking manufacturers to stop adding N-9 to condoms and sexual lubricants.
The WHO and CDC reports reached the following conclusions:
1. N-9 is not effective against HIV or other STIs and, when used vaginally multiple times a
day, can cause genital lesions—a condition that may increase a woman’s risk of acquiring
HIV.
2. In case of anal intercourse even small doses of N-9 can cause massive, short-term
damage to the rectal epithelium (lining), thereby increasing an individual’s risk of
contracting HIV and other STIs.
3. Although non-condom contraceptive products containing N-9 are moderately effective in
preventing pregnancy and safe when used infrequently, condoms lubricated with a small
amount of N-9 are no more effective in preventing pregnancy than are lubricated
condoms without N-9.156
Sadly, the public revelation of the increased risk of acquiring HIV and possibly AIDS and the
ineffectiveness of condoms coated with N-9 at preventing pregnancy tarnished the image of all
condom manufacturers. Furthermore, anti-family planning activists who promoted abstinence
started using the N-9 issue to discredit condoms, and contraceptives as a means of avoiding STIs
and unwanted pregnancy. According to Lori Heise, Director of the Global Campaign for
Microbicides, “The belief that N-9 helps prevent HIV is deeply entrenched and it would take
years and a massive public education campaign to correct. The most prudent thing to do is to
remove N-9 from lubricants and condoms.”157
In September 2002, a coalition of over 85 leading scientists and health groups issued a statement
calling upon manufacturers of condoms and lubricants to voluntarily eliminate N-9 from their
products. Since the launch of the call, nine condom and lubricant manufacturers including
155
The Guttmacher Report, Volume 8, Number 2, May 2005
Global Campaign for Microbicides, Press Release, September 26, 2002
157
The Guttmacher Report, Volume 8, Number 2, May 2005
156
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Johnson & Johnson (Condom business bought by Ansell Healthcare Products in 2002), Mayer
Laboratories and Durex Consumer Products, Inc. have discontinued production of N-9 condoms
and lubricants. Planned Parenthood Federation of America (PPFA) promptly stopped providing
N-9 condoms.
Ansell Ltd., maker of Lifestyles condoms, and Church & Dwight Company, maker of Trojan
have resisted, and claim that N-9 lubrication on condoms provides women with back-up
protection against pregnancy in case of condom failure.
In January 2003, the FDA proposed a labeling guideline that proposed adding a caution to alert
the consumers that vaginal contraceptives containing N-9 do not check the transmission of HIV
and other STIs, and that frequent vaginal use (more than once a day) of N-9 products can increase
vaginal irritation, and increase the risk of infection.
In March 2005, GAO released a report on the federal government’s efforts to research about N-9
and HIV and notify the public. The report reproached the FDA for taking too long to inform the
public about evidence related to N-9 and HIV transmission.
Despite all such efforts to limit the use of N-9, some companies continue to sell N-9 condoms –
further confusing the public. Approximately one in five condoms sold in the U.S. is still
lubricated with N-9. Church & Dwight argues that N-9 condoms remain an important family
planning option for couples whose primary concern is pregnancy prevention and who prefer the
extra measure of pregnancy prevention that spermicidal condoms provide.158
158
Food and Drug Administration, Division of Dockets Management, February 10, 2006
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Product Trends
Vibrating Condom Rings
The vibrating condom – a condom with a battery operated ring that can be attached at the base
(open end) of the condom was one of the central attractions at an inventors’ trade fair in Geneva
in 2004.159 The vibrating condom ring, a Taiwanese creation, has gone on to become one of the
most innovative and popular products launched in the condom market in recent times.
Consisting of small vibrator attached to a soft silicone ring, the vibrator and its non-rechargeable
cell are completely enclosed in silicone. The ring may be switched on or off, and used multiple
times. Most vibrating condom rings last around 20 minutes. Designed to arouse the clitoris as
well as the male genitals, it can be worn with or without a condom.
The vibrating condom ring was first sold in the U.S. under the name ViCon. Leading condom
marketers in the U.S. were quick to launch their own versions of the ViCon. Select brands include
Trojan Vibrating Ring, Durex Vibe, Lifestyles 4Play Vibe, The Pleasuring, and Merit Joy
Vibrating Ring. With the exception of Merit Joy Vibrating Ring which lasts up to 40 minutes, the
other mentioned brands of vibrating rings last for about 18 to 20 minutes.
Glow in the Dark Condoms
Although glow in the dark condoms are not a new product concept, the Night Light brand of glow
in the dark condoms is the first one to be approved by the FDA as a safe condom for prevention
of STIs and unwanted pregnancies.
The Night Light glow in the dark condom is marketed by Global Protection, Inc. and makes use
of safe and non-toxic phosphorous pigments. The phosphorus pigments are sealed between two
layers of regular latex via a patented 3-layer process.
160
These condoms need around 30 seconds
of exposure to light before use, for the effect of the phosphorus pigments to show.
159
160
Daypop, April 3, 2004
Website of online condom retailer - Undercover Condoms (www.undercovercondoms.com)
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Condoms with Climax Delay Lubricant
For men who suffer from premature ejaculations or who are unable to sustain an erection for long
durations now have readily available assistance in the form of climax control lubricants that delay
ejaculation.
The climax control lubricant generally contains small percentages of benzocaine as the active
ingredient. Benzocaine is a local anesthetic commonly used as a topical pain reliever and the
active ingredient in many over the counter analgesics. Sensation to touch is caused by the
stimulation of nerve endings. When the nerve endings are stimulated, sodium enters the nerve
ending, which causes an electrical signal to build up in the nerve and travels to the brain.161 The
Benzocaine in the lubricant acts as a chemical barrier, stopping the sodium from entering the
sensitive nerve endings in the male genitals. This desensitizes the penis, resulting in delayed
ejaculation and longer lasting erections. To avoid the same effect on the female, only the inner
side of the condom is coated with the lubricant while the outside may have regular lubricant.
The Trojan Extended Pleasure Lubricated Condoms, Durex Performax Condoms, and Lifestyles
Lasting Pleasure Condoms are all similar condoms featuring climax-delaying lubricants.
Custom Sized Condoms
Famed New York City condom store Condomania offers a line of condoms in 55 sizes. Branded
as “TheyFit,” this line is touted to be sized-to-fit or custom fit according to the buyer’s size.
Although technically the available sizes are limited to 55 and cannot really be called custom fit,
they are enough to fit most penis lengths and widths. These condoms are available in 55
combinations of 14 different lengths and 11 different widths.
The more custom fit could make these condoms safer to use as the possibility of the condom
tearing or slipping off during sexual intercourse or during withdrawal due to improper fit will
be reduced. The manufacturer also claims that a better fit will result in a more natural feel
and increased comfort and pleasure. To order a custom-fit condom from Condomania,
customers are provided with a special fit-kit online to measure the penis length and width
accurately before ordering. According to company spokesperson Adam Glickman, “The
“TheyFit” brand condoms are more comfortable and less likely to tear than other styles. And if
161
www.healthatoz.com
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you’re not sure what size you will need, just see Condomania’s online special measuring tool.
The measurements are defined by random number and letter combinations.”162
Condom Kits – More than Just Condoms
Marketers are launching condoms and accessories designed to focus on pleasure and foreplay in
addition to protection from STD’s. A new trend is to sell condoms with pleasure enhancing
accessories along with condoms in a single kit. Designed to enhance foreplay among users, these
products will help to create lasting impressions of these products in the users mind.
One such offering is the 4Play series of condom kits introduced by Ansell Healthcare Inc. in
April 2005. The 4Play series comprises of five products that are basically condom kits bundled
with pleasure-enhancing paraphernalia. The five kits are the 4Play Touch, 4Play Taste, 4Play
Tease, 4Play Vibe, and the 4 Play Ignite. According to the company’s business development
manager, Dahai Guo, “The company has decided to highlight pleasure as a way to drive sales in
the (condom) category.”163
The 4Play Touch features three lubricated latex condoms, two fruit-scented warming massage
oils and some massage tips. The 4Play Taste includes three lubricated ultra-sensitive condoms
and two fruity edible body paints. The 4Play Tease includes three lubricated latex condoms,
edible vanilla dust with a feather tickler. 4Play Vibe includes one lubricated latex condom and a
vibrating ring with battery. The 4Play Ignite features three lubricated latex condoms, body glitter
lotion and three sachets of silky warming lubricant.
The method of enticing consumers to practice safe sex by offering products that promise
pleasurable experiences is also practiced by Church & Dwight Co., Inc. with its Trojan Elexa
brand. The Elexa offers condom kits with accessories such as vibrating rings and freshening
cloths.
162
163
Website of Condomania (www.condomania.com)
Drug Store News, May 23, 2005
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July 2006
Appendix
Condoms in the U.S.
Appendix
Church & Dwight Co., Inc.
Mayer Laboratories, Inc.
469 N. Harrison St.
Princeton, NJ 08543-5297
Phone: 609-683-5900
Fax: 609-497-7269
Website: www.churchdwight.com
646 Kennedy St Ste C
Oakland, CA 94606-5315
Phone: 510-437-8989
Website: www.mayerlabs.com
SSL International plc
35 New Bridge St.
London, EC4V 6BW, England
United Kingdom
Phone: +44-20-7367-5760
Fax: +44-20-7367-5790
MedTech Products Limited
Alexander Square, 4th Floor
Guindy, Chennai - 600 032
India
Phone: +91 - 44 - 22355254 / 55
Website: www.medtechproducts.org
Primary US Address:
SSl Americas
3585 Engineering Dr., Ste. 200
Norcross, GA 30092-2820
United States
Phone: 770-582-2222
Fax: 770-582-2233
Website: www.ssl-international.com
Global Protection Corp.
12 Channel St
Boston, MA 02210-2323
Phone: 617-946-2800
Website: www.globalprotection.com
Ansell Healthcare, Inc.
Okamoto USA, Inc.
200 Schulz Dr.
Red Bank, NJ 07701
Phone: 732-345-5400
Fax: 732-219-5114
Website: www.ansellhealthcare.com
18 King St
Stratford, CT 06615-5827
Phone: 203-378-0003
Website: www.okamotousa.com
July 2006
©MarketResearch.com, Inc.
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