The general retailing rule of beacon branding is even more pertinent in the contraception and sexual health, since it is a market so dominated by one brand ... MORE
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BRAND WATCH
“Condoms is a very brand-driven category and, with Durex holding such a high value share of the market, the leading brand strongly influences its movements,” says John Lockwood, senior insights manager (health and beauty) at data analyst SymphonyIRI Group.
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PRODUCT WATCH
Skins Flavoured Condoms Creative Conceptions’ Skins condoms brand, along with its sister lubricant brand ID, accounted for a quarter of new product activity in the sexual health market between January 2008 and June 2011
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Adore Condoms The Adore range of “price-fighter” condoms from Pasante Healthcare, launched in September 2010, was bolstered in November by the addition of a mixed flavours pack.
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CASE STUDY
"Having good background knowledge in contraception and sexual health is key to driving sales. Often they can be sensitive topics to talk about, so offering a private chat in the consultation room will reassure and support customers. If pharmacists are confident in dealing with the subject, it will put the customer at ease. "Being non-judgemental and open is vital. It is important to adapt your approach depending on the customer you are talking to. "Clearly displaying products makes it easier for the customer to find what they are looking for. Good signposting for advice and having leaflets to hand also makes it easier for people to get the relevant information and course of action." |
Elen Jones, Manager,
FACTS & FIGURES
£42,534,604
Condoms total market value
"Fewer condoms were sold in all distribution channels across the latest year, but average price increases ensured the category maintained its value"*
-0.6%
Decline in condoms total market value
"With the youth market particularly affected by the current economic climate, the drop in the number of condoms bought might be attributed to price increases causing the youth market to seek alternative sources for their contraceptives, such as family planning services"*
£19,940,454
Pharmacy share of condoms market (47 per cent of total market value)
"Of the two key distribution channels, pharmacies saw the most improvement, growing most in value (+0.3 per cent) and declining least in volume. The major grocery multiples underperformed in both value and volume for the category"*
£1,548.89
Annual value of condom market to average pharmacy**
6,000
The approximate number of pharmacies across the UK that offer a chlamydia screening service***
83%
Durex share of total condoms market
"Durex, the condoms market brand leader by far, succeeded in growing its share of value while broadly maintaining its volume share. But for the next largest brand, Mates, the opposite was true"*
BEST-SELLING CONDOM BRANDS*
| 1. Durex | 5. Fairsquared |
| 2. Mates | 6. Fusion |
| 3. Pasante | 7. Sure |
| 4. One Condoms | 8. Trojan |
FIVE TIPS TO BOOST YOUR CONTRACEPTION AND SEXUAL HEALTH SALES
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"We regularly promote condoms at least four times a year, to offer competitive comparisons with promotions in the grocery sector." |
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"It is important that pharmacy support staff have good product knowledge and are confident in engaging people and starting sensitive conversations. This is where adequate training comes in." |
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"Range products together, for example, condoms and pregnancy tests next to each other within GSL lines, near to female health, so it's easier for customers to spot items." Elen Jones, pharmacist manager, Co-operative Pharmacy, Gilfach Goch |
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"It is worthwhile contacting manufacturers, who will not only send pharmacist and pharmacy staff training materials but will also send dummy/demo products that you can use during consultation with customers to improve understanding. This can lead to an increase in sales." |
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"Review the range on an ongoing basis to look at competitive pricing and focus on the brand leaders to maximise sales. Removing poor selling items keeps the range more focused." |
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| Allergies | Analgesics | Children & babycare | Contraception & sexual health | Digestive health | Eye and earcare | Family planning | Footcare | Headlice & worming | Incontinence | |||||||||
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| Oral health | Pet health | Skincare | Smoking cesssation | Travel health | Vitamins minerals & supplements | Weight management | Winter remidies | Women's health |