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Talking about sex is never easy or straightforward, but it is critical that it is made easier for people to buy condoms and related products from their local pharmacy without hesitation or embarrassment, says Mark Pearson, marketing director for Durex

For many years the sexual health category has been seen as predominately 'adolescent' but this is not actually the case. In fact the age group that has the most occasions to use condoms is the 25-34 year-olds who want to make sure they have happy relationships.

Our research has shown that 78 per cent of adults agree that a lasting, healthy relationship is important; 83 per cent agree that a good sex life is a vital part of life, with 74 per cent agreeing that sex is vital to their health and wellbeing. So sexual wellbeing really is the ultimate wellbeing category, as consumers say great sex makes them feel less stressed, healthier, more attractive and have more energy.

This is why we have repositioned Durex as a sexual wellbeing and enhancement brand rather than a functional condom brand. But to do this we need your help to break down barriers and make a condom purchase as normal as buying a tube of toothpaste.

Currently 62 per cent of condoms are used by 20 per cent of users and 57 per cent of those users don't always use a condom, which means unprotected sex usually occurs, with the many potential risks and consequences associated with that. Clearly there is huge room for growth in this category if we get it right.

Understand your customers

Understanding customers and ensuring that we cater for different wants and needs is key, both for us as a manufacturer and for community pharmacists as stockists and advisers. Our research has enabled us to identify three core groups with different sexual wellbeing needs:

€¢ Those looking for premium products that offer best experience and feeling (e.g. Durex RealFeel)

€¢ Couples with children where managing the family budget is a priority, so they are looking for value (e.g. Durex Thin Feel, Pleasure Me and Extra Safe, all of which are available in bigger pack sizes of 24)

€¢ Young professionals who are looking for a cheaper option where quality is not compromised (e.g. Durex Essentials)

For more information on the sexual health category visit the rbforhealth.co.uk training portal, which has been designed to provide an online learning experience for all the pharmacy team.