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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here