The condom market - Italy (2024)

1.2 Global market analysis

The size of the global condom market was estimated at $**.** billion in **** and is expected to grow at a compound annual growth rate (***), and the availability of different types of products to meet consumer needs are factors that will drive market growth during the forecast period.

Global condom market value World, ****-****, in US$ billion GrandViewResearch

In ****, Asia Pacific dominated the global condom market with a ** percent share, more than half of the total. North America accounted for ** percent, nearly a quarter of the market, while Europe contributed ** percent. Latin America and the Middle East and Africa had smaller shares, *% and *%, respectively. This indicates a significant dominance of the Asian market over other regions. Condom Market Shares World, ****, in % PresedenceResearch

1.3 The European market

The condom market in Europe is expected to grow at a compound annual growth rate (***) of **.** percent from **** to ****, and the size of the European market is expected to increase from $*.** billion in **** to $*.** billion in ****. Marking a growth of **.*%.

European Condom Market Value Europe, ****-****, in US$ billion MarketDataForecast

Europe ranked second in the global market in **** surpassing North America and is growing promisingly due to increasing demand from the LGBT community. European countries such as France, the United Kingdom, Germany, and Italy are among the countries with the largest market share.

In ****, Hungary was the leading European exporter of condoms with *.** thousand tons, clearly distancing itself from other countries. Germany followed with *.** thousand tons, while Spain, the Netherlands and Poland exported smaller quantities, *.*, *.** and *.* thousand tons, respectively. Belgium, France and Sweden contributed even smaller volumes, all under *.** thousand tons. These figures highlight Hungary's predominant role in the European condom export market. Major exporters of natural rubber latex Europe, ****, in thousand tons UNComtrade

Hungary was the largest importer of condoms in Europe with *.** thousand tons, far surpassing other countries. France and Turkey followed with imports of *.** and *.** thousand tons respectively. Germany, Italy, and Spain imported similar volumes, between *.** and *.** thousand ...

1.4 The Italian market

The value of the Italian condom market shows a compound annual growth rate of **.** percent from **** to ****. In ****, the market was worth ***.* million euros, while in **** it is expected to reach *** million euros. This represents an increase of **.*% over seven years.

This estimate is derived from the value of the European market adjusted for national sociodemographic data.

Italian condom market value Italy, ****-****, in millions of € Businesscoot elaboration

The Italian condom market could grow through increased product innovations, effective marketing campaigns, and improvements in distribution. In addition, Italy has ample room for growth in this sector because the population is still poorly educated in sex education.

The top * companies in the Italian market are:

Durex Control Akuel

This dominance reflects consumer confidence in established brands that offer a wide range of innovative and quality products, this incentivizes competitors to improve their offerings, further contributing to market growth.

1.5 Imports and Exports

Between **** and ****, Italy's condom exports showed a seesaw trend, starting at $*.** million in ****, peaking at $*.** million in ****, and dropping to $*.** million in ****. This represents an overall increase of **.* percent. Imports remained relatively stable, starting at $**.* million in **** and ending at $**.* million in ****, marking an increase of **.* percent.

The coverage rate, which indicates the ratio of exports to imports, increased from *.*** in **** to *.*** in ****.

Exports, Imports and Condom Coverage Rate Italy, ****-****, in millions of US$ UNComtrade

In ****, Thailand was the main supplier of condoms to Italy, accounting for **.** percent of imports. This was followed by China with **.** percent and France with **.** percent. Spain contributes **.**%, while Malaysia provides *.**%. Poland and Belgium account for only *.**% and *.**% of imports, respectively, with the remaining countries together making up *.**%. These figures show Italy's heavy dependence on Thailand for condom imports, with a significant share from China and France as well. Main countries of origin for condom imports Italy, ****, in % UNComtrade

Germany was the main recipient of Italian condom exports, accounting for **.**% of the total. Saudi Arabia and Spain followed with *.**% and *.**%, respectively. Bulgaria received *.**% of exports, while Poland and Georgia imported *.**% and *.**%, respectively. Malta accounted for *.** percent, and the remaining countries together made up **.** percent. Main ...

2.1 Overview of demand

From **** to ****, Italian per capita consumption of condoms in current euros increased by **.* percent. In ****, the average expenditure was *.** euros, rising to *.** euros in **** and reaching *.** euros in ****.

The analysis is an estimate based on the value of the Italian market divided by the national population.

Italian per capita consumption of condoms Italy, ****-****, in current &euro Businesscoot elaboration

As for the monthly household expenditure item, with Ateco code [***] Prevention and protection devices, in **** it was €*.** according to the most recent ISTAT data.

2.2 Demand drivers

The main drivers of demand for condoms are:

Public Health Campaigns: Awareness campaigns by governments and nongovernmental organizations (***) promote condom use as an effective method of prevention. FreeDistribution Programs: Free distribution initiatives in schools, clinics and disadvantaged communities increase access to condoms. New Materials and Design: Introduction of alternative materials such as polyurethane and polyisoprene, as well as new designs (***) to enhance the wearing experience. Technology and Comfort: Development of thinner and more comfortable condoms through new manufacturing technologies. Openness to Sexual Health: Increased openness and social acceptance regarding the discussion of sexual health and condom use. Promotion of Sexual Rights: Sexual rights and gender equality movements promoting condom use as part of sexual responsibility. AffordablePricing: Competitively priced condoms increase the likelihood of purchase, especially in emerging markets. STD Prevention: Increase in sexually transmitted infections (***) motivates people to use condoms for protection. Advertising Campaigns: Creative and informative marketing campaigns that emphasize the benefits of condom use. Advocacy Programs: Support and promotion by organizations such as WHO and UNAIDS that work to increase condom use globally. Public Health Initiatives: Initiatives aimed at reducing regulatory barriers and increasing the availability and accessibility of condoms.

Sex Education

Sex education plays a critically important role ...

2.3 Trends in demand for condoms

Online searches for condoms in Italy showed a decreasing trend between June **** and June ****. The index started at **.* in June ****, peaked at **.* in July ****, and then gradually declined. In June ****, the index dropped to **.*, representing an overall decrease of **.* percent.

The numbers represent search interest relative to the highest point on the graph in relation to the region and period indicated. A value of *** indicates the highest frequency of search for the term; ** indicates half as many searches. A score of *, on the other hand, indicates that insufficient data were found for the term.

Trend of online searches for condoms Italy, ****-****, index Google Trends, Businesscoot elaboration

Data on online searches for prophylactics in Italy show significant geographic variability. Campania leads the ranking with an index of ***, followed closely by Sicily with ** and Calabria with **. Basilicata and Molise both record an index of **, while Lombardy and Umbria are at **. Latium, with **, and Emilia-Romagna, with **, are in the middle of the list. Northern regions such as Piedmont and Marche have an index of **, while Abruzzo and Tuscany are at **. Veneto and Friuli-Venezia Giulia follow with ** and ** respectively. Trentino is at **, with Sardinia and Valle d'Aosta at ** and **. Liguria closes the ranking with ...

2.4 New Demand Trends

These trends reflect an evolving market driven by increased health awareness, technological innovations, and changes in consumer preferences.

Increasing Sexual Health Awareness

Sex Education: Sex education campaigns are increasing, leading to greater awareness of the importance of condom use to prevent sexually transmitted diseases (***) and unwanted pregnancies. Access to Condoms: Governments and nongovernmental organizations are improving access to condoms, especially in schools and health centers.

*. Product Diversification

Innovative Materials: In addition to latex, alternative materials such as polyurethane and polyisoprene are being introduced, offering solutions for those with latex allergies. Variety of Shapes and Sizes: Manufacturers are developing condoms in different shapes and sizes to improve comfort and effectiveness. Flavoredand Textured: Demand for flavored and textured condoms is growing as many consumers seek to enhance the sexual experience.

*. Sustainability and Environment

Eco-friendly Condoms: There is growing interest in condoms made from sustainable and biodegradable materials, responding to growing concern for the environment. Green Packaging: Packaging is also becoming a focus, with companies adopting recyclable materials and reducing waste.

*. Personalization and Technological Innovation

Customized Condoms: Some companies offer customized condoms, allowing customers to choose specific features such as size, materials, and additional features. Technology and Smart Condoms: Technological innovation ...

3.1 Market structure and dynamics

In ****, Durex held the majority of the Italian condom market with a **.**% share. Akuel and Control accounted for *.**% and *.**%, respectively. The other manufacturers, however, covered a significant portion of the market at **.**%, indicating considerable competition among the smaller brands. The 'analysis was done by taking the companies' turnovers and then comparing them to the Italian market value.

Market shares of the top * condom manufacturers Italy, ****, in % Businesscoot elaboration

In ****, condom sales in pharmacies in Italy were dominated by a few brands with very similar market shares. Akuel Blues was the top seller with **.** percent, followed by Akuel Nulla, Durex Comfort XL, Akuel Play, and Akuel Natural, each with a **.** percent share. Durex No Latex and Akuel Natural both had a share of **.**%. Durex Contact Comfort and Durex Intense Orgasmic Condom closed the list with **.** percent each.

Brands of condoms sold in pharmacies Italy, ****, % Source: ****

3.2 Value Chain

*. Research and Development (***)

Product Innovation: Development of new materials (***). Clinical and Regulatory Testing: Conducting tests to ensure safety and efficacy, compliance with health and safety regulations.

*. Procurement of Raw Materials

Procurement of Latexor Alternative Materials: Procurement of natural latex or synthetic materials from certified suppliers. Additional Ingredients: Purchase of lubricants, flavorings, dyes and other additives used in production.

*. Manufacturing

Mixing: Preparation of the latex mixture or alternative materials. Molding: Process of dipping molds into the mixture to form condoms. Vulcanization: Heating of condoms to stabilize the shape and increase strength. Quality Testing: Mechanical and electronic testing for strength, elasticity and absence of defects. Lubrication and Primary Packaging: Application of lubricants and individual packaging of condoms.

*. Packaging and Storage

SecondaryPackaging: Packing condoms in boxes, blister packs or other containers for transport and sale. Storage: Storage of finished products in warehouses with control of environmental conditions (***).

*. Distribution

Logistics and Transportation: Transportation of condoms from production centers to distributors, wholesalers and retailers through various logistics channels. Sales Channels: Distribution to retail outlets (***), e-commerce platforms, and vending machines.

*. Marketing and Sales

Marketing Strategies: Advertising campaigns, promotions, partnerships with influencers and awareness campaigns. Sales Support: Sales staff training, point-of-sale promotions and ...

3.3 The main companies

The main players in the market are:

Durex: It is a historic and renowned brand in the condom industry, known for its long tradition and continuous innovation. Founded in ****, the company has built a solid reputation through meticulous attention to the quality and safety of its products. The name "Durex" is an acronym that stands for "Durability, Reliability, and Excellence." The brand has managed to maintain a leading position in the global condom market because of its constant attention to consumer needs and its ability to adapt to changing trends and technologies. The trust consumers place in Durex is the result of decades of dedication to quality and safety, making the company one of the most respected and recognized names in the field of contraception.

Control: It is a leading condom brand, active since **** and part of the Artsana Group. With a strong presence in Italy, Spain and Portugal, it is renowned for the high quality of its products, which are rigorously tested and certified according to European standards(***). The company offers a wide range of condoms, from classic to delaying and stimulating, with innovations such as special textures and flavorings. Their slogan "Control: designed for men, with women in mind!" ...

3.4 Traffic analysis and online advertising of major players

Organic traffic refers to visitors who come to a website through non-paid search engine results. This type of traffic is obtained through good search engine optimization (***), which includes the use of relevant keywords, quality content, backlinks, and other factors that improve the site's ranking in search results. Organic traffic is often considered valuable because users who arrive this way tend to be more interested and engaged with the site's content.

These figures are estimates, they may deviate from the actuals, but they allow you to keep a rough view of the popularity of the e-commerce sites in question.

Annual organic traffic of key players Italy, ****-****, in millions Semrush, Businesscoot elaboration

Over the period ****-****, annual organic traffic in Italy for the major players in the condom market shows a clear dominance of Durex, with *** million visits. Control follows at a distance with **.* million, while Skyn ranks much lower with *.** million. Akuel recorded *.** million visits, while Trojan and Pasante stand at *.** million and *.** million, respectively. These figures highlight Durex's overwhelming superiority in the digital market, with significantly more traffic than other competitors.

Paid traffic comes from paid ads. This includes search engine ads. Users click on these ads and are redirected ...

4.1 Type of products

In Italy there is a wide variety of condoms offered on the market. They differ especially in materials and characteristics, the main ones being:

the female condom

The female condom was launched around ****; female condom marketers focused their communication on the fact that this condom is not made of latex and allows for better sensations. However, today female condom use remains low; according to a survey by la Repubblica, ** percent of respondents are familiar with the female condom but only *.* percent of the sample prefers it.

This is partly explained by its cost (***) and the fact that it is more expensive than its male counterpart. Its "unglamorous" appearance is also often cited as a barrier to purchase by girls, as is insertion into the vagina, which seems to require some experience.

This contraceptive method thus seems to have difficulty finding customers, and has done so for nearly ** years, and the sign of the difficulties is the fact that major brands do not produce female condoms.

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4.2 Market prices

From **** to ****, the consumer price index showed fluctuation. Starting from **.* in ****, the index remained relatively stable until ****, with a slight increase to ***.*. From ****, however, a significant decline began, falling from ***.* to **.* in **** and then to **.* in ****. Overall, the index decreased by *.* percent compared to ****.

Consumer price index of [***] pregnancy tests and mechanical contraceptive devices for the whole community (***) - annual averages Italy, ****-****, index Istat

Monthly trend:

From May **** to May ****, the consumer price index for pregnancy tests and mechanical contraceptive devices in Italy has continuously declined. Starting from an index of **.* in May ****, the index has steadily declined to reach **.* in May ****. This represents an overall reduction of *%. The downward trend is evident each month, indicating a persistent decline in prices during the period under consideration. Consumer price index of [***] pregnancy tests and mechanical contraceptive devices for the whole community (***) - monthly data Italy, ****-****, index Istat

This is a table of the best-selling condoms:

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4.3 New supply trends

Overview of new trends in condom supply, based on recent market developments and innovations:

Non-Latex: A significant trend is the growing demand for condoms made from non-latex materials, such as polyurethane and polyisoprene. This change is mainly driven by the need to provide safe solutions for people allergic to latex. Biodegradable materials: This trend responds to the growing environmental awareness of consumers, who are looking for products that do not contribute to pollution. Biodegradable condoms are made from materials that decompose more quickly. Product Diversification: Companies are expanding their product range to include different sizes, shapes, and textures, offering customized options to improve user comfort and satisfaction. Flavoredand Lubricated: The use of flavoring and special lubricants in condoms is increasing. Flavored condoms make oral sex more pleasurable, while added lubricants reduce friction and improve comfort, while also reducing the risk of condom breakage. Smart Condoms: These are equipped with sensors to monitor sexual activity and provide feedback on performance and safety. These devices help monitor sexual health and can provide useful data to improve the sexual experience and prevent sexually transmitted diseases. Safety Testing: New testing and quality control technologies to ensure that condoms are safe and reliable, increasing consumer confidence. E-commerce ...

5.1 Regulation

Internationally, condoms, as medical devices, must comply with ISO standards. This framework includes standards that relate to the quality of materials, products, processes and services published by the International Organization for Standardization. The following is a non-exhaustive overview of what this framework specifically includes:

ISO **** provides all the requirements and tests that a latex condom must meet and pass. This standard exists to ensure the safety of condom users who have this ISO standard. The ISO **** standard has now been incorporated into French and European law and can therefore be found under the "CE" quality assurance mark;

ISO ***** provides all the requirements and tests for condoms made of synthetic materials;

ISO *****:****deals with the quality conditions of female condoms;

ISO ***** is a standard for companies producing medical devices. It is not mandatory, but serves as a quality assurance for customers who purchase their products.

All of these standards are issued byISO/TC ***, which is ISO's technical committee on "Non-systemic contraceptives and barrier prophylaxis against STDs," dealing with male and female condoms.

Because of the importance of this organization's work from a health perspective, many international organizations are involved in the ISO committee, such as the World Health Organization, the United Nations ...

5.2 Free contraception in Italy

In Italy, free contraception would be provided for by law. In fact, although there is no specific legislation, references to it can be found in Law *** of **** establishing family counseling centers and in *** of ****, known as the "abortion law." After mentioning among the objectives of the counseling centers the administration of means for responsible procreation, to prevent or promote pregnancy, Article * of *** clearly states that "the burden of prescriptions of pharmaceuticals shall be borne by theentity or service to which health care is entrusted" and that "the other services provided by the service established by this law are free of charge for all Italian citizens and for foreigners residing or staying, even temporarily, on Italian territory." A category that also extends to minors, for whom administration is provided inArticle * of Law ***.(***)

In Italy, free contraception has become an increasingly accessible reality thanks to recent decisions by the Italian Drug Agency (***).

Not all contraceptive methods are included in this initiative. At the moment, free access has been extended mainly to oral contraceptives, while other methods such as male and female condoms, intrauterine devices (***).

The final decision and its practical application are still being implemented, with the need for publication in the Official ...

6.1 Segmentation

• Durex
• Control
• Akuel
• Trojan
• RFSU
• Skyn
• Pasante
• Karex
• Cupid Limited
• Okamoto