CHANGING THE APPEAL

Women are buying more condoms than ever. This shift from male to female purchasers of prophylactics offers retailers an opportunity to better capitalize on what has been a sensitive consumer product category for supermarkets. Women, after all, are supermarkets' primary audience. "The whole industry now realizes women purchase the majority of condoms. Product packaging today, using pastel colors, is

Women are buying more condoms than ever. This shift from male to female purchasers of prophylactics offers retailers an opportunity to better capitalize on what has been a sensitive consumer product category for supermarkets. Women, after all, are supermarkets' primary audience. "The whole industry now realizes women purchase the majority of condoms. Product packaging today, using pastel colors, is dressier and appeals more to women," said Charles Yahn, vice president of

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