Condom companies target younger men

Overall, sales of intimacy health products are down slightly. Sales of condoms are down 2.1% to $382.6 million, according to IRI for the 52 weeks ended Oct. 6 across total U.S. multi-outlets. Personal lubricant sales were similarly down — falling 5.3% to $207.5 million. Only sales of personal massagers were up 5.6%, but on a relatively tiny base of $25.7 million.

(For the full category review, including sales data, click here.)

Even though sales of condoms were down, the category’s largest demographic of consumers — young men in their 20s — may be gravitating toward more hip offerings. “[As many as] 56% of condom purchasers today are 18-year-old to 24-year-old collegiate males,” observed Matthew Shiflin, general manager of Jarden and distributor of Billy Boy condoms. “These are millennials who are charged with social media and want to be wowed. They want to identify with something that’s different than the traditional norm.”

So far, CVS/pharmacy is one of the trailblazing retailers that has been shaking up the traditional condom sets with the inclusion of less traditional brands. In addition to Billy Boy, there’s Global Protection, Kimono, One and Sir Richard’s Condom Co.