The family planning center: more profit potential

Drug Store News, Sept 30, 1991

The Family Planning Center: More Profit Potential

The family planning outlook is strong. Drug stores account for 73% of condom purchases. Pregnancy test sales have surged 450% from 1982-1989. Ovulation predictors have continued to grow an average of 70% annually since 1986.

The key to optimizing your share of this high profit margin category is to increase shelf space and locate condoms, pregnancy test kits, ovulation predictors, lubricants, spermicides and other contraceptives in one convenient Family Planning Center. * this allows your customers to select their purchases from a complete array of products in a more inviting environment and * increases the likelihood for multiple purchases among companion products.

In the condom category, Carter Products offers the brand of choice, Trojan [R]. Consumer purchases have driven the share of the Trojan brand condom to over 60%. The Trojan line has a wide variety of SKUs, each designed to meet specific consumer needs. In fact, the three top selling condoms in the market, representing nearly 35% of all purchases, are all Trojan [R] Brand Condoms.

Trojan Brand has led the way with innovative products in the category. In 1989, Magnum [R] Larger Size condoms were introduced to meet the needs of over 70% of men who said, according to Kinsey data, they could be more comfortable with a larger size condom. The Magnum condom, which has a silicone lubricant and is also available with a spermicidal lubricant continues to increase in sales. For those consumers who prefer the unique Trojan [R] jelly lubricant, Trojan-Enz [R] Large was introduced in October 1990.

Also, from the maker of Trojan Brand are Mentor [R] condoms, state-of-the-art with the unique Safety-Seal [TM] band. The Safety-Seal band near the open end forms a barrier to help prevent leakage and slippage and the removable applicator sleeve enables proper unrolling and helps prevent tears during application.

Carter Products' First Response [R] Pregnancy Test is one of the bestselling home pregnancy kits on the market. It generates high annual turns and gives retailers greater potential for profits. And with the introduction of the new, improved one-minute test, First Response offers the fastest method available. For price-conscious consumers, the Answer [R] Pregnancy Test, the fastest growing brand in the category, offers users a highly accurate technology at a lower price.

The First Response [R] Ovulation Predictor Test is another popular and profitable family planning product. Not only does the First Response brand account for more than half of all ovulation home test sales, but a new, improved version features a three-minute test - the fastest test method on the market.

As growth in this increasingly important category continues, efficient planning, convenient placement and expanded Family Planning Centers will insure you and your customers reap the best benefits. For effective Family Planning Planogramming and other category merchandising assistance, contact your Carter Products representative.