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Contraception Market Report 2009
Key Note Publications Ltd, Feb 2009, Pages: 92
The UK contraception market grew by 13.6% between 2003/2004 and 2007/2008, to a value of £181m. Hormone-based products (mostly oral contraceptives) showed steady and healthy growth over the period, but this was driven by price rises, rather than volume increases. The number of prescriptions for the combined pill actually fell over the period, although demand for the progesterone-only pill (or `mini pill') rose significantly. Overall, this is a mature market, with steady levels of sexual activity recorded by government surveys over the past decade. Demographic trends suggest that the crucial 16 to 24 age bracket, in which use of contraception is highest, has expanded in the past 10 years but is likely to shrink after 2011. The trends in other age groups vary, however, and demographic trends themselves do not directly indicate patterns of demand in this market. Condom volumes, in particular, are currently flat. Although condoms remain an important form of contraception for young people, their use has not increased, despite the alarming rise in sexually transmitted infections (STIs) over the past decade. The value of the condom sector is also falling because of competitive discounting in supermarkets and chemists.
Value rises for manufacturers of condoms, if there have been any, have been driven by innovative condom design, intended to enhance pleasure for both sexes. Although it is not included in the market size for this report, the market for lubricants and massagers has also been a significant aid to value growth for major players such as SSL International. This company, which accounts for an estimated 80% of the UK condom market, introduced a number of successful new products in 2007/2008. The latest of these is Play O, a lubricant designed to enhance the female orgasm.
Although levels of sexual activity have remained steady over the past decade, it is clear that a more liberal attitude towards sexual pleasure is emerging in the UK retail market. Well-marketed products are likely to find their way into mainstream distribution points such as supermarkets and chemists.
It is more difficult to introduce new hormonal contraceptives, since these tend to take share from existing products, rather than increase the value of the sector as a whole. Some developments in 2007/2008, however, suggest that there is room for new pills — particularly those that offer added clinical benefits as well as protecting against pregnancy. Demand for long-acting reversible contraceptives (LARCs) also continues to rise among women, and this suggests that competitors to Implanon and Mirena — two products that have grown strongly in use over the past 5 years and are dominant in their sectors — could emerge over the forecast period.
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