Why Most People Prefer To Purchase Durex Condoms

If you reside in the United Kingdom, and you are asked to think of a brand of condoms, there is only one name that comes to mind first and that is durex But, why is this the case, and how did Durex obtain such a foothold on a multibillion-pound market? In this guide, we will explore the company more thoroughly and how events have conspired to make sure the company was a success.

History of Durex

Durex has been supplying condoms since 1929, even though the company was originally established in London in 1915 to produce and import condoms and barber equipment. However, the focus soon became about their brand of condoms instead of importing. The Durex brand name originates from its saying "Durability, Reliability, and Excellence."

Around 1930, the Church of England ruled that condoms could be used by married couples for contraception. This proved to be a massive boost to the sales figures of Durex, who quickly started to find themselves as the most popular.

As the revenue grew, Durex increased their advertising budget all around the UK and shortly advertisement spread around the world.

In 1953, 1969 and 1974 Durex saw the arrival of electronic testing, anatomically shaped condoms and spermicidally lubricated condom respectively. All of these inclusions enhanced safety, comfort and convenience.

In the 1980s and with Durex already the market leader, the rise of the awareness of HIV and AIDS further enabled Durex improve their sales figures. At about the same time, Durex introduced its range into supermarkets and pub toilets.

With this being mentioned, all has not been smooth sailing for Durex. In 2001 six high staff members of Durex encountered a fraud case, which was later dismissed. However, at the time the company had to release several profit warnings. These warnings led the share price to an all-time low, and caused many to worry about the stability of the future of the manufacturer.

Since 2001, the company has gone from strength to strength as Durex increased their marketplace to Asia. The company was sold for just over £2.5 billion in 2010 by SSL International to Reckitt Benckiser.

Durex sells about one billion condoms per year that is 2.7 million durex condoms daily making it the largest brand of condoms in the world. In fact, recent sales figures have indicated that Durex has a market share of 30%. The company has 17 factories spread all around the world, surprisingly enough none of these factories are in the UK. This is because Durex has outsourced their factories, largely to countries in Asia.

Summary

Durex will remain the market leading condom brand since they were innovators in many sections of the market and as the saying goes the original is always best. That is why plenty of people will only ever buy durex condoms and no other company will ever get a look in regardless of what product they happen to produce.

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