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A Hot Topic Report Investigating
Consumer Health Opportunities & Challenges.

Key features of the report:

• Tracks activity across Contraception, Fertility & Pregnancy, Sexual Health Problems, Intimate Care, Menstruation & more
• Highlights emerging trends and new developments across markets
• Tracks NPD and Rx-to-OTC switch activity
• Showcases the best promotional activity
• Examines what the future holds & forecasts future scenarios

SAMPLE VIEW

"Sexual Health & Fertility is one of the few CHC areas that still has significant switch potential and a compelling argument that increased access to products can directly benefit consumers who may be put off seeking help owing to embarrassment or other barriers to access." Nicholas Hall writing last year in his Signature report, New Paradigms.

This exciting area of the consumer health field encompasses a wide range of products, from supplements to diagnostic tools, apps to analgesics, and remains loaded with possibilities for expansion. Many categories are still at the beginning of their OTC journeys and have the potential to build significant sales on the back of consumer demand. This report will look at the opportunities & challenges for marketers, including case studies, promotional strategies, NPD and forecasts.

Highlights include:

• Examining the established emergency hormonal contraception and more nascent erectile dysfunction categories and weighing the potential for Rx-to-OTC switch to drive further development
• Looking at key players in daily oral contraceptives and assessing the future of key markets like the UK (after two simultaneous and identical pill switches), USA (which saw its first OTC birth control pill switched in early 2024) and others
• Evaluating CHC solutions for menopause , an area traditionally dominated by supplements but expanding beyond, including the world's first OTC hormone replacement therapy for post-menopausal women in the UK
• Assessing how NPD is swelling the crowded pregnancy vitamins category, including options for male fertility and post-birth support
• Appraising marketer efforts to raise awareness and understanding of menstrual pain , and the campaigns and new products being launched to support this
• Studying how self-diagnostic kits are revolutionising the sexual health & fertility market, as devices such as at-home fertility tests (including saliva tests), STD tests and others like diagnostic tampons and menopause stage indicators become more commonplace
• Identifying opportunities to expand the small, niche market for premature ejaculation solutions, including the rollout of topical spray options
• Exploring how feminine intimate care is being boosted by educational and often taboo-busting A+P and launch activity including pre- and probiotic-enriched products to support natural vaginal flora
• Catching up with developments in the booming FemTech (female health technology) sector, which straddles an array of technologies focused on period care, fertility, pregnancy & childbirth, menopause and sexual health

Areas covered in this report:

Table of Contents

Overview

Contraception

Daily Oral Contraception

• Geographic availability widening
• Breakdown of key ingredients
• Launch activity increasing in China
• Government birth control schemes key in Thailand
• Bayer's For Her campaigns reshape sexual health A+P
• Category reviving in S Korea thanks to successful launches
• Gradual moves towards regulatory reform in other markets
• UK growing well from small base
• Opill opens up US daily OC market
• High growth potential in long term

Emergency Hormonal Contraception

• Mature category sustains growth after pandemic-related spike
• Regulatory status still under debate in certain markets
• While Foundation dominates in USA, new launches perform well
• Yuting's strong position in China a product of continuing A+P
• India dynamic, although sees little marketer activity
• UK growing well, with low-cost options particularly popular
• Generic competition a significant factor across other European markets
• Education helps drive growth in underdeveloped markets
• As worldwide availability continues to expand, CHC growth is likely

Condoms

• Limited scope for innovation in established category
• In USA, leading marketers focus on sexual gratification
• Lower tier in USA sees focus on personalisation and sustainability
• Durex positions itself as socially-conscious brand
• Family planning schemes expanding in France
• Billy Boy focuses on safe sex in Germany with novel app
• Female condoms market growing in size

Fertility & Pregnancy

Pregnancy & Ovulation Tests

• Testing is becoming easier and more comprehensive
• Clearblue continues to dominate in USA
• Clearblue leads in UK by a wide margin
• Mexico sees strong growth from mid tier
• Low-cost options common in France
• Most brands see sales fall in Germany
• Novel positioning for new entrant to Indian market
• NPD: At-home pregnancy test via blood testing
• NPD: Saliva-based pregnancy test
• NPD: Blood test equivalent hormone tracker
• Conception aids for unexplained infertility
• Diagnostic fertility tests aimed at men

Pregnancy Vitamins

• Brands evolving to meet consumer needs
• US growth driven primarily by NPD
• Naturally-formulated options popular NPD trend in USA
• Shift to men's preconception health and infertility issues
• NPD focuses on overall wellness in pregnancy and postpartum
• New entrants increase competition in US market
• Declining birth rate poses a challenge in China
• China's NPD trending towards supplements for fertility issues
• Exeltis dominates Mexican market
• Brazilian NPD focuses on both partners' health at conception
• Natele benefits from shift to food supplement status
• Clinically-supported brands preferred in Italy
• Trends & developments in other markets
• NPD developments from around the world
• Outlook, forecast & opportunities

FemTech

• Inequalities still exist in women's health
• Clue has expanded its women's health partnerships
• Thermal therapy device Embr Wave embraces predictive AI
• Versalie is Kenvue's "One-Stop-Shop for Menopause Support"
• Samphire's Nettle offers innovative solution to menstrual pain
• Dynamic FemTech company Mira enters menopause segment
• Unfabled redefines women's health e-commerce
• Sexual products retailer VUSH extends into wellness via TENS device
• Roundup of new and upcoming FemTech activity

Sexual Health Problems

Erectile Dysfunction

• High potential for condition afflicting significant number of men
• The CHC story so far...
• How big can the OTC ED market become?
• Poland sees double-digit expansion of its established ED market
• UK market expanded via switch of Cialis
• Eroxon offers ED sufferers a topical alternative
• "Male vitality" supplements provide VMS alternative

Premature Ejaculation

• Under-discussed condition needs more CHC options
• EU-wide switch created new OTC segment in several markets

Female Sexual Dysfunction

• Complex condition still not fully understood
• Treatment options have made limited advances
• Launch activity focuses on supplements
• Other NPD & prospects

STDs

• Treatment likely to remain Rx but self-testing a growing segment
• Growing range of self-test kits for various STDs hitting global markets
• Small range of CH products positioned for relief of STD symptoms
• Increasing launch activity in HPV care

Intimate Care

• Feminine intimate care category has increasing visibility
• Strong potential for FIC in China, although Western brands face difficult task
• FIC increasingly competitive in USA
• FIC struggling for sustained growth in France
• Italian FIC marketers focus on women's health issues
• Consumer education a key feature of German
• FIC market
• FIC dynamic in Mexico, but growth expected to slow in future
• Brazil to be a star future performer in FIC?
• Polish FIC market posts healthy growth
• Steady growth predicted globally for FIC
• VYI brands increasingly moving into intimate health space
• Increasing numbers of probiotics entering intimate care market
• Male intimate care expanding

Menstruation

Period Pain

• Impact of menstrual pain on women's lives gradually being acknowledged
• CHC market primarily medicated pain relief, but most NPD is non-medicated
• Among analgesics, options for period pain form sizeable and growing segment
• Leading brands globally mostly outpacing core systemic analgesics market
• USA sees impressive growth for dedicated period pain options
• Midol given new lease of life following brand relaunch
• Start-up Semaine finds new approach to period pain and other issues
• Brazil benefits from high levels of brand activity including NPD and A+P
• Japan bolsters established segment with NPD and empathetic A+P
• Mexico sees category expand as brands make good use of social media
• UK sees launch activity expand category as demand grows
• Maxwellia aims to improve healthcare for women via groundbreaking NPD
• India goes beyond topical options with key systemic launch
• China's TCM-dominated market expands with dedicated options
• Developments in other markets point to promising future

PMS

• What is PMS?
• Key ingredients in PMS supplements
• Roundup of recent launch activity

Menopause

• Herbal menopause supplements in need of innovation
• Research into post-menopausal bone loss solutions continues
• New launch in menopause diagnostics from Clearblue
• Range of treatment options beyond herbal menopause supplements expanding
• TCMs dominate Chinese menopause market
• US herbal menopause supplements struggling for growth despite NPD
• Category active in Japan as women's health is a hot topic
• Sales in Europe may be boosted by attempts to break taboos
• Mexico growing well despite limited consumer promotion
• Small Brazilian market to expand?
• Breaking down barriers key to future growth