The condom market - United Kingdom

The global condom market has seen varying trends post-2020, with the UK experiencing a marked decline in supermarket and hypermarket sales of -10.6% by value and -14.3% by volume. Notably, new and smaller players in the UK, like Woowoo, have captured growth with innovative positioning focused on stigma-free female sexuality. In contrast, Durex, the dominant force with over 80% of sales, has witnessed competition from emerging brands. Despite the significant drop in condom sales during the initial lockdowns, a rebound occurred, with Boots reporting a doubling of sales in May 2021 compared to the same month in 2020, reflecting a catch-up effect post-lockdown rather than a sustained increase. Condom imports in the UK have primarily been sourced from Asian countries, with Thailand (48%), Malaysia (16%), and China (11%) at the forefront. Online search interest for "condoms" in the UK remained relatively stable, with no significant decline observed through successive lockdowns. Overall, the market is heavily influenced by prominent players, but changing consumer attitudes and innovative entrants are shifting the landscape.

Shifting Attitudes and Growing Demand for Condoms in the United Kingdom

The United Kingdom has witnessed a notable transformation in the use of condoms, positioning it not only as a means of contraception but also a significant protective measure against sexually transmitted infections. In recent years, there has been a remarkable change: the male condom has risen to be the second most widely used contraceptive method in the country, on par with the pill. This shift implies an increasing awareness and conscientiousness among individuals in the United Kingdom regarding sexual health. The demand for condoms in the UK shows heterogeneous trends, especially when the age factor comes into play. While the overarching usage rate has seen an upward incline, its acceptance amongst the young British population has waned over time. For instance, looking at the younger demographic of 16-24-year-olds, there was a striking decline in condom use with less than half reporting consistent use during sexual encounters. This alarming statistic, revealing that nearly 59% of sexually transmitted infections diagnoses were within this age bracket, precipitated a concerted national campaign to encourage condom use among young individuals.

Despite the slowdown in the condom industry during the pandemic-induced lockdowns, with significant disruptions to intimate occasions and a reduction in sexual activities amongst younger generations, the market is now experiencing a rebound. For instance, the sales of condoms in one of the UK's major personal care retail chains doubled in May 2021 compared to the previous year. This resurgence aligns with the lifting of restrictions and the reopening of social spaces. The UK market for condoms is a somewhat competitive yet dominated environment, with one brand, in particular, holding an overwhelming majority of the market, that is, Durex, with over 80% of the sales. However, new entrants are paving their way into the industry by addressing burgeoning consumer demands for innovative and inclusive products. One such brand is Woowoo, which, despite starting from a much lower sales base, saw exponential growth as it expanded into supermarkets, tailoring its offerings towards women's intimacy and championing stigma-free sexual health. In conclusion, the UK condom market illustrates an evolving landscape with dynamic consumer behavior, emerging brands disrupting established norms, and a resurgence post-pandemic that hints at a more open and health-conscious society. The increasing focus on inclusive sexual health and the strategic positioning of new players suggest that the market will continue to diversify and grow, providing opportunities for innovations tailored to the modern consumer's needs.

Key Players in the UK Condom Market: A Landscape of Dominance and Diversity

The UK condom market is a dynamic space with a mix of well-established brands and new entrants, each carving out its niche within a competitive industry. The market's ensemble features dominant global brands and retail giants, alongside emerging online platforms catering to the modern consumer's preferences.

• Condom Brands At the pinnacle of the condom brand hierarchy sits Reckitt Benckiser with its flagship brand, Durex, which enjoys a lion's share of the market. Durex is not just a market leader; it is synonymous with the condom category for many consumers due to its extensive product range and deep market penetration. The brand's prominence is supported by innovative product development and aggressive marketing, emphasizing safety combined with pleasure. LifeStyles Healthcare follows with its own well-known brands such as Manix and Skyn. LifeStyles has carved out a significant place in the market by focusing on niche segments and consumers looking for a distinct value proposition. Skyn, in particular, has gained popularity with its latex-free polyisoprene condoms, catering to users with latex allergies and those in search of a more natural feel. Playboy, although traditionally known for its media empire, has also ventured into the personal healthcare space with its line of condoms. While it may not boast the same market penetration as the top contenders, the Playboy brand carries a certain allure that appeals to a segment of the consumer base looking for lifestyle-oriented products.
• Physical Distributors The tangled web of physical distribution is dominated by retail heavyweights like Tesco, known for its expansive network of supermarkets that ensures widespread availability of condoms across the country. Its vast reach makes it a crucial player in the industry’s retail landscape. Boots stands as another colossal entity with a unique positioning at the crossroads of health and consumer retail. As the largest pharmaceutical chain in the UK, Boots serves as an essential access point for consumers seeking both convenience and discretion in their condom purchases. Sainsbury's completes the trio of eminent physical distributors with its considerable influence in the supermarket sector. Its stores are frequented by millions of shoppers, making it an instrumental platform for condom sales and brand visibility.
• Online Distributors The digital shift in consumer buying patterns has ushered in a new era of online distributors like British Condoms, a specialist retailer that caters to the online shopper. Providing an extensive variety, competitive pricing, and discreet delivery.

Inforamtion

• Number of pages : ~ 40 pages
• Format : Digital and PDF versions
• Last update : 20/09/2021

Summary and extracts

List of charts presented in this market study

• Size of the condom market
• Method of contraception
• Number of women aged 15-49 reporting use of male condoms as contraception
• Methods of contraception
• Share of population using contraceptive methods
• Evolution of the condom market
• Condom use by British 16-24 year olds
• Market share of toiletries
• [Copy] Top producers of Natural rubber
• Trade balance in condoms
• Importation of condoms
• Evolution of Google searches on "condoms"
• Condom sales at Boots
• Sales of the main condom brands
• Change in sales of major condom brands
• Growth of small players in the condom market