Sexual Wellness Market - Global Outlook & Forecast 2023-2028

TO BE PUBLISHED : Jun 2023 | Pages : 753

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The Sexual Wellness Market Size, Share, & Trends Analysis Report by

  • Product: Sex Toys, Condoms, Exotic Lingerie, Sexual Lubricants, and Others
  • Sex Toys: Vibrators, Rubber Pennies, Cock Rings, Anal Beads, Rubber Vaginas, Blindfolds/Feathers, Harness & Strap-on-Penises, and Bondage Gear
  • Condoms: Gender, Material, and End-users
  • Condoms by Gender: Male and Female
  • Condoms by Material: Latex and Non-latex
  • Condoms by End-users: Branded and Institutional
  • Exotic Lingerie
  • Sexual Lubricants: Water-based, Silicon-based, Oil-based, and Hybrid
  • Others
  • Gender: Male and Female
  • Distribution: Retail and Online
  • Geography: North America, Europe, APAC, Latin America, and Middle East & Africa

Industry Analysis Report, Regional Outlook, Growth Potential, Price Trends, Competitive Market Share & Forecast 2023–2028.

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Most Exhaustive Report


753 Pages


641 Tables


280 Charts


5 Regions


42 Countries


82 Companies


12 Market Segment


Report Attribute Details
Market Size (2028) USD 54.20 Billion
Market Size (2022) USD 35.22 Billion
CAGR (2022-2028) 7.45%
Base Year 2022
SEGMENTS BY Product, Sex Toys, Condoms, Condoms by Gender, Condoms by Material, Condoms by End-users, Exotic Lingerie, Sexual Lubricants, Others, Gender, Distribution, and Geography
GEOGRAPHIC ANALYSIS North America, Europe, APAC, Latin America, and Middle East & Africa
KEY PLAYERS Lifestyles, Church & Dwight, Diamond Products, Reckitt Benckiser Group, Okamoto Industries, Karex Berhad, and Doc Johnson


The global sexual wellness market size was valued at USD 35.22 billion in 2022 and is expected to reach USD 54.20 billion by 2028, growing at a CAGR of 7.45% during the forecast period. The ongoing creation of a new sexual culture devoid of the stigma attached to the concept of sex is witnessing the exploration of sexual fantasies, driving the change in attitudes, and linking sexual wellness to a healthy lifestyle. These products have garnered extensive media exposure and a supportive environment encouraging new players to enter the sexual wellness market and serve customer needs and requirements. The sexual wellness market had passed the phase when sexual wellness products used to be sold in down-market shops. Recently, there has been a remarkable shift in consumer interest and attitude. Conversations on sexual fantasies and pleasure have rapidly amplified and have begun to come to the forefront. This factor has created a phenomenal shift in consumer expectations and acceptability of sexual wellness products in the mainstream market.

Sexual wellness refers to products and services that support sexual health, pleasure, and well-being. In other terms, sexual wellness is an approach toward sexual health and encourages well-being related to human sexuality. Sexual wellness also depends on the union of mental and physical well-being as per an individual’s sexuality. Products in the sexual wellness market focus on enhancing the experience among end-users and checking their sexual health. These products include condoms, lubricants, sensual lingerie, sex toys, exotic costumes, herbal supplements, and other allied products. They are also known to enhance sexual pleasure and induce an element of adventure during sexual intercourse. The sexual wellness market is driven by increasing consumer demand for products and services that support a healthy and fulfilling sex life and changing attitudes towards sexuality and sexual health.


To keep manufacturers at the forefront, it's crucial to implement effective promotional strategies that showcase their products, enhance brand visibility, and attract potential customers. 

  • Large-scale condom and other sexual wellness product promotion have enabled the government and vendors to reach the population, especially in the South region, where there is a huge burden of HIV/STI infections and unmet contraceptive needs.
  • Vendors are likely to adopt multiple marketing and promotional channels, with social media expected to make the most significant impact.
  • Vendors in the sexual wellness market widely use media platforms for multiple marketing, such as community outreach, advertisements, and social media.
  • Adapting promotion through mass media channels and understanding the demographical and behavioral changes enable vendors to reach widespread audiences.
  • Promotional activities targeting the young population in all regions by focusing on social norms, beliefs, and condom use behavior are expected to boost the sales and distribution of sexual wellness products in the sexual wellness market.


The Rising Shift Toward Female Condoms
The sexual wellness market has long remained male-dominated and required a glance by the vendors to refocus their growth strategies. Women have remained objectified in advertisements, campaigns, promotional gimmicks, and packaging strategies. The global sexual wellness market is witnessing significant growth in focus on women customers. For instance, in condoms for women, market vendors in the U.S. are looking to attract investors. This is because the FDA has made the much-awaited transition of female condoms from Class III to Class II, which enables the product to be sold over the counter without a doctor’s prescription. This transition even led to the female condom company (FC2) rebranding their condom product version by the name of FC2 internal condom. Other locations worldwide, such as Sub-Saharan Africa, China, India, and Europe, have immense potential but lag due to various factors. Female condoms can be strategically well-positioned to leverage and build additional demand and thereby grow brand awareness substantially in the coming years

Other products, such as exotic lingerie and sex toys, are also witnessing an increased attention shift toward women customers. Several designs and start-ups have focused on catering to women customers in the industry. Sex toy vendors are also evolving in age and creating bold and more transparent designs that target women. Several start-ups engaging in delivering sex toys for the sexual wellness market are realizing the fact that women today want to have a healthy wellness quotient instead of just being objectified for mere products in the market. This essence of realizing the urge to fulfill the needs and desires of women tends to create a market opportunity for various vendors in the market.

The Evolvement of Gender-Neutral Tone in the Market
One of the key growth drivers for the global sexual wellness market is persistently evolving gender-neutral products for a wide array of customers. Over the last couple of years, the market perception has witnessed variations from being a male-centric one to more of a unisex one. An unserved section of the audience has remained less vocal about their sex lives; thus, a few brands have developed offerings apt for such an audience. Other factors driving the adoption of gender-neutral sexual wellness products include easy-to-use packaging, enhanced ingredients, and friendly content. Brands lay constant emphasis on human-focused design for convenient usage across various end-users. For instance, Maude delivers completely silicone-based vibrators. The usage of silicone is attributed to the fact that the gay community, which is the target customer for the brand (Maude), does not prefer using water-based lubes.


Lack of Investor Confidence in Potential Startups
One of the major challenges for the global sexual wellness market is the lack of confidence displayed by institutional investors in high-growth potential start-up brands. Over the years, several new brands have emerged worldwide with quality sexual wellness products. Despite being a profitable investment opportunity, investors step back due to legal complications and cultural and moral challenges. Cultural and social taboos surrounding the market are the major challenge faced by investors. Emerging countries in APAC, such as India, Malaysia, the Philippines, and China, are still considered to have societal mindsets confined to cultural prohibitions. Despite having two of the world's most populous countries (China and India), the APAC region faces the challenge of cultural and social taboos. Thus, brands are continuously urged to put in more effort to attract investors and even help them regain lost confidence.


The global sexual wellness market is characterized by high demand from the sex toys and condom segment. Amongst these, condoms accounted for more than 27% market share. Further, vibrators or dildos, massagers, rubber penis, real dolls, sexual games, and bondage gear are the prominent sex toys in the industry. Historically, men were the primary customers of sex toys worldwide. Recently, the market is witnessing a shift in this trend as women become sexually more empowered. There is also a growing demand for both shared and solo sex toys among end-users. Sex toy manufacturers and retailers capitalize on this growing interest by offering bundled products and “starter kits” for interested customers. All these factors contributed to the growth of sex toys in the market. Vendors are catering to the demand for condoms by delivering variants of sizes, shapes, thicknesses, flavors, prices, and packaging, among others. The perception of using condoms has changed from obscene to more wellness-centric. While several factors contribute to the decline in the growth rate, one significant reason is the continuously decreasing fertility rates. Using sexual protection measures or contraceptives gains prominence with the emergence of STDs and STIs, preventing the spread of diseases and potentially limiting birth rates.

The global sexual wellness market is categorized into the male and female segments based on the diverse needs of both genders. The male segment accounts for a larger industry share. Other high revenue-generating products, such as condoms and sex toys, have a huge demand among male customers in the industry. The condom product category, largely dominated by men owing to diverse factors, tends to be a lucrative revenue-generating one for vendors to target. It is accepted that both men and women have their specific needs & desires. Thus, the need for appropriate marketing for a range of sexual wellness products catering to such gender requirements is highly prioritized in the sexual wellness market.

Delivery channels for a commodity are the path followed by the title of the products from the manufacturers to final customers. There is also a vast distance between manufacturers and customers, and the void can be filled across delivery networks. Sexual wellness products are mainly sold through retail distribution channels such as specialty stores, supermarkets, hypermarkets, mass-market players, drug stores or pharmacies, and grocery stores. Sexual wellness products are also available to end-users through online OEM's e-commerce portals and online direct-to-consumer stores such as Amazon, Adam & Eve online stores, eBay, Ann Summers, Alibaba, and AliExpress.


APAC was the largest revenue contributor to the global sexual wellness market, accounting for a share of around 39% in 2022. The region was led by China, where sexual wellness products such as sex toys, condoms, and sexual lubricants are witnessing a surge in demand. Europe followed APAC in the global sexual wellness market in 2022. However, Europe will likely gain market share from the APAC region during the forecast period. The industry in Europe is characterized by high demand for premium sex toys and condoms along with water-based and silicone-based sexual lubricants. However, the stringent government regulations will hinder industry growth in the region.

North America represents some of the most advanced economies in the world. It is a major industry for contraceptives and sexual wellness products due to a properly formulated sex education program and an efficient distribution network. The penetration of sexual wellness products in North America remains high, and the market revenue has been increasing steadily. Moreover, the U.S. dominated the sexual wellness market in North America. The industry's growth is likely due to the innovation and introduction of new product formats. Key new entrants in the global sexual wellness market will likely be US-based.

Further, there is currently low penetration of sexual wellness products in many Middle Eastern, Latin American, and African countries. Moreover, the commercial sales of sexual wellness products in the region have not peaked yet. Thus, the industry demand and penetration are low in countries in these regions. However, with many vendors expanding their operations in these countries to enhance their market share, the demand for these products will grow during the forecast period.


The global sexual wellness market is highly fragmented, with several top vendors. However, the industry witnesses consolidation, albeit at a slow pace. Some prominent players in the global sexual wellness market are LIfeStyles, Church & Dwight, Diamond Products, Reckitt Benckiser Group, Okamoto Industries, Karex Berhad, and Doc Johnson.

The competitive scenario in the global sexual wellness market is currently intensifying. The rapidly changing technological environment could adversely affect vendors as customers expect continual innovations and upgrades. The present scenario forces vendors to redefine their unique value proposition to achieve a strong industry presence. The market is moderately fragmented, with many global players providing sexual lubricants with high functionalities and designs. However, local vendors provide products with similar specifications at low prices. This has intensified price wars among vendors. The market has the threat of infiltration with low-quality products. Major vendors continually compete for the leading position in the market, with occasional competition coming from other local vendors.

Although diversified global and regional vendors characterize the market, international players would increase their footprint; regional vendors would find it increasingly difficult to compete with them. The competition will be based solely on features such as quality, quantity, technology, services, innovation, and price. The industry competition is expected to intensify further with increased product/service extensions, technological innovations, and M&A activities. Arizton believes that international players would grow inorganically by acquiring regional or local players in the future. Further, companies with better technical and financial resources can develop innovative products, which could threaten competitors' products and run their products non-competitive and even obsolete before recovering R&D and commercialization costs. Therefore, vendors must develop new technologies and remain up-to-date with upcoming technologies to have a competitive advantage over other vendors.

Frequently Asked Questions

How big is the sexual wellness market?

The global sexual wellness market size was valued at USD 35.22 billion in 2022 and is expected to reach USD 54.20 billion by 2028.

What is the growth rate of the global sexual wellness market?

The global sexual wellness market is expected to grow at a CAGR of 7.45% from 2022 to 2028.

Which region dominates the global sexual wellness market share?

APAC held the most substantial global sexual wellness market share, accounting for over 39% in 2022.

What are the significant trends in the sexual wellness market?

Growing penetration of digital marketplaces, rising usage of dating applications in APAC, the rising shift towards female condoms, growing sexual wellness festivals, trade shows & expos, and innovation in condom designs are significant trends in the sexual wellness market.

Who are the key players in the global sexual wellness market?

Lifestyles, Church & Dwight, Diamond Products, Reckitt Benckiser Group, Okamoto Industries, Karex Berhad, and Doc Johnson are the key players in the global sexual wellness market.

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The global sexual wellness market is expected to grow at a CAGR of approximately 7.45% from 2022 to 2028.

The following factors are likely to contribute to the growth of the global sexual wellness market during the forecast period:

  • Sex Education Programs Driving Awareness
  • Growing Prevalence of Sexually Transmitted Infections (STI)
  • The Rising Acceptance of Sexual Wellness Products Among Women
  • Government Initiatives for Free Condom Distribution
  • Evolving Gender-Neutral Tone

Base Year: 2022

Forecast Year: 2023-2028

The report considers the present scenario of the global sexual wellness market and its market dynamics for 2023−2028. It covers a detailed overview of several market growth enablers, restraints, and trends. The study covers both the demand and supply sides of the market. It also profiles and analyzes leading companies and several other prominent companies operating in the market.

Key Company Profiles

  • Lifestyles
    • Business Overview
    • Products Offerings
    • Key Strategies
    • Key Strengths
    • Key Opportunities
  • Church & Dwight
  • Diamond Products
  • Reckitt Benckiser Group
  • Okamoto Industries
  • Karex Berhad
  • Doc Johnson

Other Prominent Vendors

  • Bally
    • Business Overview
  • Beate Uhse
  • Beijing Aimer
  • Bijoux Indiscrets
  • BioFilm
  • BMS Factory
  • Bodywise
  • B.Cumming
  • Caution wear
  • CalExotics
  • Calvin Klein (PVH CORP)
  • Convex Latex
  • Cosmo Lady
  • Cupid Limited
  • Dongkuk Techco
  • Double One
  • Eau Zone Oils & Fragrances
  • European Lingerie Group AB (ELG)
  • Embry
  • Empowered Products
  • Fuji Latex
  • Good Clean Love
  • Guy & O’Neill
  • Hathor Professional Skincare
  • HBM Group
  • Hello Cake,
  • HLL Lifecare
  • ID Lubricants
  • Innova Quality
  • Innovus Pharma
  • Japan Long-Tie (China)
  • KAMYRA condoms
  • L Brands (LVMH)
  • La Maison Lejaby
  • La Perla
  • LELO
  • Live Well Brands
  • Lovehoney Group
  • LTC Healthcare
  • Mankind Pharma
  • Mayor Laboratories
  • MD Science Lab
  • MTLC Latex
  • Nulatex
  • Orient Industry
  • PHE
  • pjur group
  • Ritex
  • R&S Consumer Goods
  • Sagami Rubber Industries
  • Sensuous Beauty
  • Shandong Ming Yuan Latex
  • Shanghai Dahua Medical Apparatus/Path
  • Silk Parasol
  • Skins Sexual Health
  • Sliquid
  • StaySafe Condoms (BY ADVACARE PHARMA)
  • STRATA Various Product Design
  • Suki (OhMiBod)
  • Sustain Natural
  • Tenga
  • Thai Nippon Rubber Industry (TNR)
  • The Yes Company
  • Tianjin Condombao Medical Polyurethane Tech
  • Topco Sales
  • Trigg Laboratories
  • Triumph
  • Unique Condoms International
  • Veru Healthcare/The Female Health Company
  • XR Brands
  • Kaamastra

Segmentation by Product

  • Sex Toys
  • Condoms
  • Exotic Lingerie
  • Sexual Lubricants
  • Others

Segmentation by Sex Toys

  • Vibrators
  • Rubber Pennies
  • Cock Rings
  • Anal Beads
  • Rubber Vaginas
  • Blindfolds/Feathers
  • Harness & Strap-on-Penises
  • Bondage Gear

Segmentation by Condoms

  • Gender
  • Material
  • End-users

Segmentation of Condoms by Gender

  • Male
  • Female

Segmentation of Condoms by Material

  • Latex
  • Non-latex

Segmentation of Condoms by End-users

  • Branded
  • Institutional

Segmentation by Exotic Lingerie

Segmentation by Sexual Lubricants

  • Water-based
  • Silicon-based
  • Oil-based
  • Hybrid

Segmentation by Others

Segmentation by Gender

  • Male
  • Female

Segmentation by Distribution

  • Retail
  • Online

Segmentation by Geography

  • APAC
    • China
    • Japan
    • India
    • Australia
    • South Korea
    • Indonesia
    • Malaysia
    • Singapore
    • New Zealand
    • Thailand
    • Philippines
    • Vietnam
    • Sri Lanka
    • Others
  • Europe
    • UK
    • Germany
    • France
    • Spain
    • Italy
    • Netherlands
    • Poland
    • Sweden
    • Denmark
    • Norway
    • Others
  • North America
    • The U.S.
    • Canada
  • Middle East & Africa
    • UAE
    • Kenya
    • Saudi Arabia
    • South Africa
    • Algeria
    • Nigeria
    • Ethiopia
    • Others
  • Latin America
    • Brazil
    • Mexico
    • Argentina
    • Colombia
    • Peru
    • Chile
    • Others

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