Boots takes on Durex with own-label range
Boots has confirmed it is to launch its own-label con-doms, as first revealed in Marketing Week (September 15 1995).
Boots will take on market leader London International Group’s Durex which holds more than 90 per cent of the market by volume.
They will go on sale on June 17, two months ahead of National Condom Week, and will be available in two ranges, Boots Extra and Boots Ultrafine.
A spokeswoman for LIG says Boots’ own-label condoms are unlikely to affect Durex’s market share.
LIG claims the advertising and marketing spend expected on the Boots range will actually benefit the market leader by increasing the profile of the sector.
Last week, LIG reported pre-tax profits up by 72 per cent to 26m for the year to March 1996. The increase has been attributed to women’s worries over using the Pill, resulting in condoms being the preferred contraceptive. A quarter of all condoms are bought through Boots the Chemist stores.
