This site is intended for Healthcare Professionals only

The sexual health category - a view from RB UK

Conditions bookmark icon off

The sexual health category - a view from RB UK

There are two clear types of shoppers buying pleasure gels

Understanding customers’ sexual health needs

The time is right for change within the sexual health category. Durex marketing director Mark Pearson explains how to bring your product selection, merchandising and advice up to date

Talking about sex in this country is never easy or straight forward, but it is critical that we help facilitate a change that will make it easier for people to buy condoms and related products from their local pharmacy without hesitation or embarrassment. It is also important to drive a continuous message of “trying something new”, as shoppers are willing to try but they often don’t know what is available.

For many years the sexual health category has been seen as predominately ‘adolescent’, with the behind-the-bike-sheds ‘snigger factor’ perpetuated by the media. However this category is actually for anyone who wants to ensure that they have happy and healthy relationships.

Our research shows that 78 per cent of UK adults agree that a lasting, healthy relationship is important and 83 per cent agree that a good sex life is a vital part of life. Yet the majority of people are not completely satisfied with their sex lives,: 54 per cent are not fully satisfied and there has been no improvement since 2006, so we have a long way to go.

It’s not going to happen overnight, but we need to try and shift our perceptions of the sexual health category to that of the ultimate ‘wellbeing category’. Some scientific studies suggest that a loving relationship, physical touch and sex can bring real health benefits. And we know that consumers are saying that good sex makes them feel less stressed, healthier, more attractive and that it gives them more energy.

Catering for different needs

Understanding the customer and ensuring that we cater for different wants and needs is key, both in terms of us as a manufacturer and for pharmacists who act as stockists as well as advisors. Even in long-term relationships there are many reasons why women may not want to take hormonal contraception and prefer their partners to use condoms. Thus, we need to find ways to make the purchase of condoms easier and a more comfortable buying experience for the customer whatever their age.

We know that 62 per cent of condoms are used by just 20 per cent of users, who skew in the 25-34 age group. The remaining 38 per cent are light users, who do not shop as regularly. There is therefore a huge opportunity to encourage shoppers to buy more condoms.

In terms of sales of gels, penetration and awareness are still low with nearly 50 per cent of people unaware that gels exist. This might be because ‘gels’ is a relatively new term and the more familiar word is ‘lubricant’, which is very functional and has many negative connotations. We need to encourage the use of a more encompassing term than ‘lubes’ and as such, we talk about ‘pleasure gels’ to consumers and shoppers, which has a much more positive connotation because it is no longer just a problem solver but starts to focus on pleasure as a desired benefit.

Shopper types

Our research shows that there are two clear types of shoppers buying pleasure gels: a 50+ year old, problem/solution shopper, and a 20-35 year old shopper buying for play. So again there are opportunities here for pharmacists to increase sales by making gels more visible and ‘normal’. There is also a huge opportunity to retain customers in the sexual wellbeing category by encouraging pleasure gel purchases when they are no longer needing or wanting condoms. Our research has revealed the barriers to purchase of condoms and gels to be what you would expect:

  • Couldn’t find the type or brand they wanted
  • Felt too embarrassed
  • Products too expensive
  • Didn’t have the right size.

With these in mind, what can pharmacists do to help overcome these barriers? They can try and reach out to more shoppers with their range of condoms by encouraging impulse purchases and utilising secondary placements in store, such as by the men’s grooming section or by the till.

We know that pharmacies are not a destination for the sexual wellbeing category so most consumers will not be typically looking for these products. Hence, making these products visible is key if you want to grow this category in your pharmacy. Most shopper missions into pharmacies are driven by the available range, so brand-blocking can be very powerful and Durex acts as a category signpost, which means optimal visibility will drive sales.

Try and put these products as close to eyeline placement as possible and offer a wide range of products as it is important for as many need-states to be met. Using counter units for placement at the till can also be highly effective at driving impulse purchases.

The Durex vision

Our vision at Durex is to inspire couples to add something new to every moment together. We strive for a category that people can shop with confidence, find products that create happy, healthy relationships and promote positive wellbeing by making good sex, great sex.

To drive category growth and normalisation, we need to deliver innovation that recruits new users to the category and drives premium products that offer additional benefits and satisfy more unmet needs. We also need to work in partnership with pharmacists, who are vital in reaching out to existing and new customers by understanding needs and offering the right products and showcasing them in the right way.

To support our vision, drive category growth and normalization, we are continuing to invest in new innovation. In 2014, Durex introduced RealFeel, a natural feeling, non-latex condom made from advanced material softer than latex. This product has been extremely successful, satisfying the consumers who seek a more natural sensation and better intimacy. In January this year we relaunched our Pleasure Gels, improving formulations in some of our products and using attractive new packaging which highlights the benefits of Pleasure Gels compared to the negative perceptions of lubricants. We are also activating strong promotional support to drive greater awareness of the sexual wellbeing category and products that can contribute to greater sexual wellbeing.

Our rbforhealth.co.uk training portal has been designed to provide an online learning experience that will help pharmacists and their teams. At the end of last year, we launched a sexual health module that will really help pharmacy teams in this category.

Copy Link copy link button

Conditions

Share: