Written By: Rebecca D'Souza
Reckitt Benckiser has signed a deal with American biotech firm Futura Medical, which could see the consumer giant launch Viagra condoms as part of its Durex range of contraceptives.
The recreational market for Viagra is huge and the condoms are likely to encourage more consumers to purchase the contraceptives from a legitimate retailer instead of making purchases for the drug online.
Research shows that men who have difficulty maintaining an erection when they use condoms are less likely to use them consistently, making it more likely they will have unprotected sex.
European regulators are on the brink of approving the new condoms, which means that they could be on the shelves by the end of 2011.
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The Viagra condoms, which are injected with an erection-boosting gel, will help men maintain an erection during sexual intercourse.
Up until now there has been a gap in the market for this kind of product, which will almost certainly pave the way for other copy-cat contraceptives.
The Viagra condoms are sure to boost Reckitt’s sales further after it recently posted a 10pc rise in net income to £384m and a 4pc rise in underlying sales.
