Trojan samples new lubricants in condom boxes, drives up sales
EWING, N.J. — Church & Dwight’s new Trojan lubricant line has achieved a 7% share of the lubricant category almost straight out of the gate, James Craigie, C&D executive chairman, CEO and interim president of the company’s domestic personal care division, told analysts. With only eight months on the market, C&D’s Crazy Sexy Feel personal lubricants generated $8.9 million in sales, according to IRI for the 52 weeks ended Oct. 6 across total U.S. multi-outlets. C&D introduced three SKUs and sampled heavily — including the new lubricants in more than 4 million condom boxes — to help drive share, Craigie said.
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.
Gluten Cutter targets dietary niche
WEST PALM BEACH, Fla. — Core Science Medica has targeted consumers in need of a gluten-free lifestyle with its launch of Gluten Cutter, a dietary supplement to help gluten-sensitive consumers occasionally enjoy their favorite foods again. The supplement contains GCX50, a proprietary blend of enzymes, along with licorice, peppermint and ginger. The complex is designed to target and break down gluten, support intestinal health during gluten exposure and aid digestion.