THE GLOBAL SEXUAL WELLNESS MARKET SIZE IS EXPECTED TO REACH USD 45.05 BILLION BY 2026, GROWING AT A CAGR OF 7.83% DURING THE PERIOD 2021-2026

The Sexual Wellness Market Size, Share, & Trends Analysis Report by Product (Sex Toys (Vibrators, Rubber Pennies, Cock Rings, Rubber Vaginas, Blindfolds/Feathers, Harness & Strap-on-Penises, and Bondage Gear), Condoms (Latex & Non-latex, Branded & Institutional, and Male & Female), Exotic Lingerie, Sexual Lubricants (Water-based, Silicon-based, Oil-based, and Hybrid), and Others), Gender (Male and Female), Distribution (Offline Retail (Specialty Store, Mass Market Players, and Drug Store/Pharmacies) and Online Retail), and Geography (APAC, Europe, North America, Middle East & Africa, and Latin America); Industry Analysis Report, Regional Outlook, Growth Potential, Price Trends, Competitive Market Share & Forecast, 2021–2026.

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Most Exhaustive Report

725 Pages

649 Tables

191 Charts

5 Regions

38 Countries

72 Companies

4 Market Segment

SEXUAL WELLNESS MARKET REPORT SCOPE

Report Attribute Details
MARKET SIZE (REVENUE) USD 45.05 BILLION (2026)
CAGR 7.83% (2021-2026)
BASE YEAR 2020
FORECAST YEAR 2021-2026
MARKET SEGMENTS Product (Sex Toys (Vibrators, Rubber Pennies, Cock Rings, Rubber Vaginas, Blindfolds/Feathers, Harness & Strap-on-Penises and Bondage Gear), Condoms (Latex & Non-latex, Branded & Institutional, and Male & Female), Exotic Lingerie, Sexual Lubricants (Water-based, Silicon-based, Oil-based, and Hybrid), and Others), Gender (Male and Female), Distribution (Offline Retail (Specialty Store, Mass Market Players, and Drug Store/Pharmacies) and Online Retail)
GEOGRAPHIC ANALYSIS APAC, Europe, North America, Middle East & Africa, and Latin America
COUNTRIES COVERED China, Japan, India, Australia, South Korea, Indonesia, Malaysia, Singapore, New Zealand, Thailand, Philippines, Vietnam, Sri Lanka, UK, Germany, France, Spain, Italy, Netherlands, Poland, Sweden, Denmark, Norway, US, Canada, UAE, Kenya, Saudi Arabia, South Africa, Algeria, Nigeria, Ethiopia, Brazil, Argentina, Mexico, Peru, Chile, and Colombia

SEXUAL WELLNESS MARKET INSIGHTS

The global sexual wellness market size was valued at USD 28.66 billion in 2020 and is expected to reach USD 45.05 billion by 2026, growing at a CAGR of 7.83%.

The continuing creation of the new sexual culture, devoid of the stigma attached to the concept of sex, is witnessing exploration of sexual fantasies, driving the changes in attitudes, and linking sexual wellness to lifestyle. The use of sexual protection measures or contraceptives gains prominence with the emergence of STDs and STIs, preventing the spread of diseases and potentially limiting birth rates. Innovation in product development and distribution channels, enabling better adoption of condoms among the youth population. As governments worldwide fight for unsafe sex practices, the need for accessible and reversible contraceptives such as condoms fuels the global market.

SNIPPETS

  • Male condoms accounted for over 99% of the global market. However, the female condom segment will witness a significant CAGR of over 25%.
  • With the massive development in infrastructure and R&D support, international vendors are rapidly expanding their footprint in the sexual wellness industry.
  • North America has a well-structured and developed sexual wellness system. The sexual wellness industry in North America is expected to reach USD 10.50 billion by 2026.
  • In 2020, the sex toys segment led the market with a market share of 57.71%. Sex toys are witnessing a massive demand from countries such as the US, China, and Japan.
  • L Brands, formerly known as Limited Brands, designs and distributes beauty products, personal care products, apparel, and accessories.

SEXUAL WELLNESS MARKET SEGMENTATION

This research report includes a detailed segmentation by

  • Product
  • Gender
  • Distribution
  • Geography

SEXUAL WELLNESS MARKET SEGMENTS

Product: With innovation in condom designs has fueled the demand for condoms across the globe. The condoms segment is likely to account for a market share of 32.65% in 2026. The sudden spike of sex toys was witnessed during March and April 2020 due to the outbreak of COVID-19. There is a growing demand for both shared and solo sex toys among end-users. Sex toy manufacturers and retailers capitalize on this increasing interest by offering bundled adult products and "starter kits" for inquisitive customers. 

Gender:  Numerous products developed within the sexual wellness industry, be it condoms to sexual lubricants, have focused on the demands and needs of men being primary customers. However, male customers tend to offer better opportunities for the vendors developing products for the sexual wellness industry. The global sexual wellness market by gender- male, was valued at USD 21.42 billion in 2020 and will reach USD 32.87 billion by 2026. Several free-to-use condoms are being made available for end-users in developing countries such as South Africa, Kenya, Nigeria, and Zimbabwe. Vendors can consider eyeing such free spots promoting the sale of free condoms, which tends to reduce their scope for pushing the branded condoms up for sale. 

Distribution: Sexual wellness products are available to end-users through online OEMs e-commerce portals and direct-to-consumer stores such as Amazon, Adam & Eve online stores, eBay, Ann Summers, Alibaba, and AliExpress. The entrance of key condom manufacturers such as Reckitt Benckiser and Church & Dwight is surging the sale of sex toys and sexual lubricants through retail stores such as sex specialty stores and supermarkets worldwide. The rise in online sales is set to fuel by over 20% YOY during the forecast period. 

GEOGRAPHIC ANALYSIS

The sexual wellness industry in North America is witnessing high traction due to the growth in the spending power of end-users, especially millennials. One of the key factors driving the development of the market in North America is the robust institutional sales by government and federal agencies, NGOs, and charitable organizations. The market for sex toys enjoys a majority share of 48.78% in the sexual wellness products in the region, followed by condoms (33.25%). North America is expected to follow a leadership strategy. Players are expected to establish more enhanced facilities in this region and maintain offshore facilities for profit enhancement and customer base expansion. 

COMPETITIVE LANDSCAPE 

The aggressive competitive scenario in the global sexual wellness industry is currently intensifying. The sexual wellness market is moderately fragmented, with many global players providing sexual lubricants with high functionalities and designs. Players have to develop new technologies and remain abreast with upcoming technologies to have a competitive advantage over other vendors. The female condom market is more concentrated in developing and marginalized regions such as Africa and Central Asia. Veru Healthcare/The Female Health Company, Cupid Ltd., HLL, Shanghai Dahua Medical Apparatus Company, Tianjin Condombao Medical Polyurethane Tech. Co. are some of the major vendors in the female condom industry.

The sexual wellness market research report includes in-depth coverage of the industry analysis with revenue and forecast insights for the following segments:

  • Product
    • Sex Toys
      • Vibrators
      • Rubber Pennies
      • Cock Rings
      • Rubber Vaginas
      • Blindfolds/Feathers
      • Harness & Strap-on-Penises
      • Bondage Gear
    • Condoms
      • Latex & Non-latex
      • Branded & Institutional
      • Male & Female
    • Exotic Lingerie
    • Sexual Lubricants
      • Water-based
      • Silicon-based
      • Oil-based
      • Hybrid
    • Others
  • Gender
    • Male
    • Female
  • Distribution
    • Offline Retail
      • Specialty Stores
      • Mass Market Players
      • Drug Store/Pharmacies
      • Grocery Stores
    • Online Retail
  • Geography
    • APAC
      • China
      • Japan
      • India
      • Australia
      • South Korea
      • Indonesia
      • Malaysia
      • Singapore
      • New Zealand
      • Thailand
      • Philippines
      • Vietnam
      • Sri Lanka
    • Europe
      • UK
      • Germany
      • France
      • Spain
      • Italy
      • Netherlands
      • Poland
      • Sweden
      • Denmark
      • Norway
    • North America
      • US
      • Canada
    • Middle East & Africa
      • UAE
      • Kenya
      • Saudi Arabia
      • South Africa
      • Algeria
      • Nigeria
      • Ethiopia
    • Latin America
      • Brazil
      • Argentina
      • Mexico
      • Peru
      • Chile
      • Colombia

Frequently Asked Questions

The sexual wellness market size is expected to reach USD 45.05 billion by 2026.
The growing awareness of sex education programs and increasing acceptance of sexual wellness products among women are the factors positively impacting the growth of the sexual wellness market.
Lifestyles (LIFESTYLES HOLDCO PTE. LTD.), Church & Dwight, Diamond Products, Reckitt Benckiser Group, Okamoto Industries, Karex Berhad, and Doc Johnson are the key players in the sexual wellness industry.
During COVID-19, the Indian government ensured that the ongoing pandemic did not disrupt the supply and demand for condoms. For example, in India, the Bihar health department distributed around 17 lakh condoms to migrant laborers when they were sent home after quarantine. It was a crucial movement initiated by the state government.
Growing penetration of the digital marketplace and increasing usage of dating applications in APAC are the latest opportunities in the global sexual wellness market.
In 2020, APAC was the largest segment of the global sexual wellness market, accounting for a market share of 39.27%.
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