Society is changing and, although levels of sexual activity have not altered much overall, people are becoming sexually active at an earlier age. This impacts on the teenage pregnancy rate, which is still the highest in Europe, and also on the occurrences of sexually transmitted infections (STIs), which are increasing at alarming rates. More education on STIs and more encouragement to use condoms, in particular, is currently a government target. This is boosting volume sales of condoms and encouraging more players to move into the sector, but revenue growth, as a whole, is currently on a downward curve within a heavily discounted market. Manufacturers of condoms have attempted to redress the loss in value through expansion of condom ranges into areas such as lubricants and massagers.