A number of smaller manufacturers of male contraceptives are launching into the market to challenge the big three: Church & Dwight (72.8% dollar share in the category), Ansell Healthcare (11.6% dollar share) and Reckitt Benckiser (11.5% dollar share).
It’s one factor expected to drive more marketing around the category. Sales of condoms for the 52 weeks ended June 10 reached $295.5 million, up 5.1%, across food, drug and mass (excluding Walmart), according to SymphonyIRI Group.
The fact that there are condoms that are not Trojan, LifeStyles and Durex, respectively, that are hitting the market may not be entirely new. But relative newcomer NüVo Condoms has gained distribution through Walgreens — and affiliates Duane Reade and USA Drug — according to its website, while Billy Boy reported distribution gains across two national retailers coming out of NACDS Marketplace.
Global Protection and its One Condoms have been on the market for a while and can be found at select Walgreens, CVS/pharmacy stores in California, and Kerr Drug, according to the company’s website. Global Protection also manufactures store-brand contraceptives, and sales of private-label condoms are up 1,825% for the 52 weeks ended June 10, according to SymphonyIRI Group. Also making headway into the device end of the business is RH Labs. In July the company introduced a line of personal massagers endorsed by sex and relationship expert Laura Berman.
The article above is part of the DSN Category Review Series. For the complete Intimacy Health Buy-In Report, including extensive charts, data and more analysis, click here.