The report categorizes the condom market in the US by distribution channel, including retail stores and online stores, and by product, including latex condoms and non-latex condoms.
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Market driver: evolving consumer perspectives
There has been a drastic change in the perception about sexual wellness products in the country as compared to earlier when it was considered to be taboo owing to religious beliefs. Adolescent sex, premarital sex, and same-sex activities are various types of sexual behavior that is being widely accepted among the Americans.
Consumers are becoming more sexually empowered with the rising awareness levels and a supportive environment. The society is becoming more open-minded and has grown to a stage where sexual wellness products such as condoms are becoming widely popular and being accepted into the society. The young generation is becoming independent and open to experimentation, and this has led to growth in the sexual awareness among them. Moral acceptability of different types of sexual wellness has led to a surge in demand for sexual wellness products, which will drive the condoms market in the forecasted period.
According to Amber Chourasia, a lead analyst at Technavio for health and wellness, “The current generation is seeking cost-effective ways to enhance their sexual experiences, and this led to the usage of polyurethane and lambskin condoms. Better heat transmission, which enhances the pleasure among users, is one of the reasons for its high usage. These new and enhanced products have propelled the curiosity of users and created a positive impact on the market.”
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Market trend: increasing use of female condoms
Women are experimenting with condoms, which has led to rise in popularity of female condoms in recent times. To restrain the mounting HIV rate, the US government gave away 200,000 female condoms at convenience stores, beauty salons, and community clinics. This resulted in high acceptance towards female condoms on a large scale. It has been noted that female condoms have increased the adoption of protected sex and reduced the affects of STIs and this is likely to have a positive impact on the demand during the forecasted period.
Market challenge: high price of polyurethane condoms
The price of polyurethane condoms is twice or thrice the price of regular latex condoms. The largest buying group for condoms are from the age group of 18 to 30 years of age and price plays a vital driving factor for this group. Based on price, latex condoms have a visible edge over polyurethane condoms. Higher capital costs for machinery is incurred as these condoms involve the use of solvents to produce a quality product. Several challenges crop up due to the dipping of polyurethane condoms on continuous chain lines. This increases the cost incurred to manufacture polyurethane condoms and vendors price them at a premium cost. This results in the limited number of buyers for the product.
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Key vendors in the market
- Church & Dwight
- Reckitt Benckiser
- Sir Richard’s
The market is now growing significantly and is highly competitive, comprising of many vendors. The main focus of these vendors is to expand their network and distribute their products in different regions by approaching pharmacies, specialty stores, and hospitals and also to invest in the development of innovative and novel products. The use of innovative strategies and a broad product portfolio is required for new entrants in the market to improve their market position. Leading vendors are also opting for the acquisition of small and medium-sized vendors to increase their revenue share in the market. Aggressive innovation, mergers and acquisitions, product extensions, and product launches are some of the characteristics of the market.
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