Masculine choices

The total value of the condom market was over HUF 2,4 billion in 2007. Hyper markets and drugstores account for the largest part of sales. Though the lubricant market is much smaller, it is growing dynamically. As Miklós Krassovics, brand manager of SSL Magyarország Kft., the distributor of Durex has told us, this market shows dynamic expansion. According to their survey (Durex Sexual Wellbeing Global Survey), over 60 per cent of men interviewed buy condoms for themselves, while this percentage is under 20 for women. In the opinion of János Magyar, managing director of Herbaker Kft., the distributor of Sico, reliable quality and price are still the primary considerations for customers, but opennes to innovation is growing. Hungarian consumers prefer traditional condoms which account for 60 per cent of the total market. Flavoured, coloured or ribbed products account for only one-third of total sales at present. Durex is the market leader with a market share of 39.7 per cent. Lifestyles and Masculan are also important market players. The segment of lubricants produced growth of 67 per cent in terms of value in 2007, compared to 2006. There are an infinite number of variants in the market, like Tea Tree by Sico and a product made with vitamin by E Durex. Only the leading brands appear in the cash register zone. Displays are very effective in this impulsive category. Private labels have only appeared recently. Examples are Schlecker and Rossmann, with DM expected to follow soon. Private labels are expected to expand at the expense of smaller brands. There is a correlation between package size and price, with premium products coming in packs of 1-3. As a result of in-store campaigns and advertising, sales reach their peak in the summer months and in November-December.