The condoms remain today the only forms of protection against the HIV and the sexual transmitted diseases (unless you prefer abstinence…but honestly who does? 😉 )
By 2018, some researchers are saying that the worldwide market is expected to reach approximately 5,4 billion dollars and by 2020, 44 billions of condoms will be sold (the chart below).
The key actors of the sectors worldwide are the following: Ansell Ltd., Church & Dwight Co. Inc., Okamoto industries Inc., Reckitt Benckiser Group Plc., The Female Health Co., …
There are some explanation for the development of condoms usage. Of course, the first explanation is that the worldwide population is constantly growing, so the condoms consumption increases in parallel. Moreover, the mentally had change. Indeed, people are increasingly aware of sexual transmitted diseases and sexual educations and encourage the use of condoms. Finally, there is also an increasing demand for population control and family planning.
The global increase of condoms sales could be seen in all parts of the world. Indeed, Asian condoms market is planned to grow rapidly, both in volume and value, by 2015 (by 6% rising).
Europe represents today 25% of the market share (in value) and this is the largest market for condoms worldwide.
In France, in 2010, the sales of the sector exceeded 80 million euros. The sales of condoms in France are very seasonal so, more than 40 % of sales are done during the summer After a sharp increase in the consumption in the 90’s, sales stagnate in 2000 then knew a re-launching in 2003 (11,2 % of increase between 2003 and 2005) mainly thanks to advertisements. According to a report of AIDES (French association which fight against the HIV and the viral hepatitis), 84,37 million condoms had been sold in France in 2003 against 93,89 million in 2005 and 130 million in 2010.
We can notice that in France, the market progresses on average about 5 % each year since a decade. Several brands are currently active in the French market. On the French market, there are 35 brands of condoms which belong to two types of companies:
– The big groups which make a whole range of product in latex or well-being products among including condoms (Durex, Manix, Hansaplast,..)
– The small companies which produce only condoms (Bois Bandé, Contex, French Card,…)
The leader in France is Durex, a group which was acquired in 2010 by Reckitt Benckiser (also known also for its brands Calgon, Woolite, Air Wick or Nurofen). Durex is holding 45% of market share. In 2nd position, we find the brand Manix (part of the group Ansell), with a market share in amounts of 24%. Finally, in 3rd, there is Intimy (part of the group Juva Santé) with 11% of market share.
We have chosen to focus our brand analysis on the top 3 brands which are nowadays selling condoms in the French market: Durex, Manix and Intimy. It is clear that innovation in the sector but also advertising and brand marketing strategies are encouraging condoms sales.
Written by E.G
Sources:
Qiuying, “Why Durex’s Manufacturer Is Expected To Experience Further Growth”, February 2014, Shares Investment
Condoms – A Global Strategic Business Report, 2014, Global Industry Analyst (San Jose)
A. De Angelis, Global Condom Industry, September 2013, companiesandmarket.com
brunettesandblondinettes.wordpress.com 