More than 30% of sex occasions by condom users (regardless of age or relationship length) are unprotected with the most common reason being that they just didn’t have a condom available*. With this in mind, RB UK is introducing new bigger pack sizes of Durex Condoms, at a great price -6 condoms for £5 – designed to drive volume sales, increase the % of protected sex occasions and drive share of trade for the convenience retailer.
With 4% of all condoms sold through the convenience channel**, this sector plays a key role in driving condom availability due to opening hours and shopper behaviour in these outlets. Being in the right place and open at the right time gives shoppers somewhere to go other than a multiple store. The new pack size increase from 3’s to 6’s with a MRRP of £5, are still suitable for impulse purchase.
“Currently 99% of all condoms sold in the convenience channel contain 3 foils or fewer** and in the UK we have 15 million missed sex occasions each year due to lack of a condom. The new bigger Durex pack sizes will help increase share of trade for the Convenience retailer by helping them maximise on sales through larger packs. The new larger packs will also help reduce the number of unprotected sex occasions.” Mark Pearson RB UK Healthcare Marketing Director.
* Sandtable Model 2013
** Nielsen Scantrack data, Total Impulse MAT to 14/9/2013
Reckitt Benckiser (RB)