Condom companies target younger men
Overall, sales of intimacy health products are down slightly. Sales of condoms are down 2.1% to $382.6 million, according to IRI for the 52 weeks ended Oct. 6 across total U.S. multi-outlets. Personal lubricant sales were similarly down — falling 5.3% to $207.5 million. Only sales of personal massagers were up 5.6%, but on a relatively tiny base of $25.7 million.
(For the full category review, including sales data, click here.)
Even though sales of condoms were down, the category’s largest demographic of consumers — young men in their 20s — may be gravitating toward more hip offerings. “[As many as] 56% of condom purchasers today are 18-year-old to 24-year-old collegiate males,” observed Matthew Shiflin, general manager of Jarden and distributor of Billy Boy condoms. “These are millennials who are charged with social media and want to be wowed. They want to identify with something that’s different than the traditional norm.”
So far, CVS/pharmacy is one of the trailblazing retailers that has been shaking up the traditional condom sets with the inclusion of less traditional brands. In addition to Billy Boy, there’s Global Protection, Kimono, One and Sir Richard’s Condom Co.
Gluten Cutter targets dietary niche
WEST PALM BEACH, Fla. — Core Science Medica has targeted consumers in need of a gluten-free lifestyle with its launch of Gluten Cutter, a dietary supplement to help gluten-sensitive consumers occasionally enjoy their favorite foods again. The supplement contains GCX50, a proprietary blend of enzymes, along with licorice, peppermint and ginger. The complex is designed to target and break down gluten, support intestinal health during gluten exposure and aid digestion.
ILEX sales skyrocket with marketing campaign
NEW YORK — ILEX Consumer Products Group last year launched amid the chaos of Black Friday its “Di-Gel Comfort Zone” — complementary, clean restrooms located in downtown Manhattan to help alleviate some of the discomfort associated with shopping the day after Thanksgiving. In the past year, the antacid, anti-gas combo has rocketed to the No. 5 spot of antacid liquid sales, generating $2.2 million on growth of 19,904.6%.