More consumers are now looking to supermarkets for pregnancy tests and other family planning essentials. FMCG talked to some of the suppliers in this category.

Wilson Consumer assistant Sara Williams told FMCG that more people are starting to look to supermarkets to buy pregnancy tests as opposed to pharmacy. Not only are they cheaper in supermarkets, but they are more readily available for women who need to buy in a hurry. There is also the anonymity at supermarkets for women buying pregnancy tests that they might not feel they get in pharmacy.

She explains: “There is also a much greater need for a ‘cheaper brand of pregnancy tests’ that allow women to buy two to three tests to make sure their results are the same each time or if they aren’t sure the first time and don’t want to spend a lot of money re-buying.

“We launched Pregnosis into the New Zealand market in April 2011,” says Williams.

She adds: “Pregnosis is the market leader in pregnancy tests in pharmacy in Australia, with 2 Tests almost doubling the sales of the 1 Test.”

Pregnosis provides a 2 test variant in supermarkets, where plenty of 1 and 3 tests options are available.

Williams says: “Pregnosis packaging stands out on the shelf with a fantastic name, it is straight to the point and the pink packaging makes it easy for women to find on shelf when looking for a pregnancy testing product. The pregnancy testing category in supermarkets is relatively small so there is room for another product to come in and offer a good RRP to the consumer and GP to the retailer, which is what Pregnosis does.”

She says: “Pregnosis may be a cheaper alternative on the market but continues to give 99% accurate readings, consistent with its competitors. Pregnosis Dip & Read tests also provide a point of difference with its two tests including two collection cups for each test meaning customers don’t have to wash and reuse.”

Pregnosis is distributed by Wilson Consumer Products in Auckland.

Ansell

Ansell has two brands in the Family Planning category: LifeStyles and Contempo. Key account manager Karen Kelly explains: “LifeStyles includes the popular sub-brand Zero. Ansell has a 29.3% MAT share up to 24/10/2011 (Aztec) of the market, up from 28.2% a year ago.”

She adds: “Ansell is leading condom category innovation through new style packaging for LifeStyles Zero and LifeStyles Zero LRGR. The latest addition is LifeStyles Neon. These pack designs are very discreet, with shoppers feeling comfortable placing them in their shopping basket. These packs have a unique push-tray package, which is easy to open. Recently launched LifeStyles Neon 8pk features unique ‘glow in the dark’ condoms (pink & green) and is already a hit with consumers in Australia, setting high expectations for the New Zealand market. The product, packaged in a ‘glow in the dark’ box, is bringing new users who want to have some additional fun in the bedroom into the condom category.”

Referring to new consumer trends in this category, Kelly says: “The ‘sensation’ segment of the market represents 62% of the category (Aztec data to 24/10/2011) and is the only growing segment with +2.2% growth versus the category showing only +0.3% growth. The sensation segment represents the ultra thin condoms within the category. Ansell distributes the very successful Uber Thin Zero Condom – NZ’s thinnest natural rubber latex condom,” she says.

Vagisil

Vagisil feminine hygiene range – Vagisil Wash, Moisturiser, Wipes, and Validosil Cream – is a focused “therapeutic” range of female care products designed to relieve and prevent women’s health conditions.

The Vagisil range launched in supermarkets in June this year and is supported by a targeted TV campaign from September through to December 2011.

National key account sales and marketing manager Louise Clayton says: “In early 2011 Grocery Fem Care sales account for less than 2% of total Fem Hygiene turnover compared with the US Fem Care at 20% of total Feminine Hygiene sales*.”

The US result has been driven by increased demand for “therapeutic” products which have accelerated in response to two major global trends:

1. Rapidly growing awareness of women’s health (women are seeking a higher level of education and awareness to preserve their health and maintain their feminine self, accelerating growth of self care, self diagnosis, self treatment, daily care and prevention).

2. NZ Grocery has started to accelerate its category sales, with a targeted range of “therapeutic” offerings from Vagisil; offerings that address key insights and consumer demand.

Clayton adds: “We have just launched, in October, new Vagisil Wipes in a convenient 12 pack for a great retail price of $5.99.”

Rapidly growing awareness of women’s health is a new consumer trend, according to Clayton. Feminine Care is a high-involvement category, she says.

“Vagisil’s proven range of Fem Care is the key to delivering significant segment sales, margin and share growth across a broader spectrum of the Fem Care Segment,” says Clayton.

* Source: Retail World Annual Report 2010

Clearblue

In supermarkets, Clearblue ranges the Clearblue Pregnancy Test with Colour Change Tip in both a single and 2-test pack. Clearblue pregnancy tests are over 99% accurate when used from the day a period is due, says public relations manager Candice Glynn.

She says Clearblue Pregnancy Test with Colour Change Tip offers five elements of certainty:

1. Accurate: No test is more accurate – over 99% accurate from the day a period is due.

2. Clear: Gives clear (+) and (-) results.

3. Easy to use: The Colour Change Tip and the control window show the test is working.

4. Fast: At one minute a line in the end window will show that the test has worked and the result is ready to read.

5. Convenient.

Johnson & Johnson

Senior brand manager Winnie Chung told FMCG: “K-Y INTENSE female arousal gel is our latest launch in the personal lubricant category. With new K-Y INTENSE female arousal gel, achieving the ultimate climax is made simple. A single drop massaged gently onto the clitoris heightens sensitivity and intensifies pleasure to explosive proportions.”

This new product launch is supported by TVC, print and online from November 2011.

Chung adds: “In a recent survey* conducted by K-Y a staggering 80% of Kiwi couples said they wanted more intimacy with their partner. By enhancing the sexual experience, K-Y INTENSE can help to bring couples closer and take intimate time together to a whole new level of satisfaction. According to our survey results, 78% of couples also revealed they enjoy experimenting under the covers, which means K-Y INTENSE will be a welcome addition to the bedroom antics of Kiwis everywhere.”

K-Y INTENSE is available nationwide at all major supermarkets with an RRP of $29.99.

*2010 Survey conducted by SheSpot with 579 New Zealand respondents.