The US sexual wellness market size will be valued at USD 7.77 billion in 2024, exhibiting a CAGR of 8% during 2019-202. The US dominates the North American sexual wellness market. Dominance can be attributed to the introduction of innovative products. As key new entrants in the global sexual wellness market are based in the US, the market is expected to witness promising growth. Further, the increasing focus on safe and comfortable sexual wellness products with differentiated functionalities is likely to contribute to the growth.
One of the key factors driving the market in the US is the shifting in consumer preferences. With consumers becoming more informative, the purchase of sexual wellness products is based on logic as well as inquisitiveness. With high rates of internet penetration, the availability of smartphones and laptops, and importantly, increased online platforms for customers to choose from have increased dramatically. A major growth opportunity for vendors remains in going digital in their sales strategies. Online stores are one of the most preferred purchasing mediums for these products. For instance, 25.1% of the products in the US are sold via online channels. This trend is growing rapidly, not only in the US but across the world. Hence, the growth of the internet and the popularity of smartphones are likely to affect the growth in the US.
The growing awareness of contraceptives and the increasing incidences of sexually transmitted diseases (STDs) have led to the increased sale of sexual wellness products. The growing prevalence of HIV cases in the US has made several governments, institutions, and NGOs to reduce the number of HIV infections by generating awareness about the virus, its origin, and the transfer mode in human bodies. Free samples of condoms, both male and female, have been distributed to promote safe sex and a healthy lifestyle. As the awareness of HIV is increasing, the demand for condoms is expected to rise, thereby driving the sexual wellness market during the forecast period.
Another major reason behind the high adoption of these products, including lubricants among US households, is an increase in the per capita disposable income. An improving economy in the US post-recession has increased disposable income. Moreover, the high sale growth of sexual wellness products in the US region is due to the presence of a favorable retail environment and online retailing. The retail environment in the country is known to be characterized by heavy discounting. Besides, the end-users in the US are known to have a high annual saving ratio. This high saving translates itself into opportunities to buy these products and other associated consumables such as sexual lubricants.
US SEXUAL WELLNESS MARKET SEGMENTATION
This market research report includes a detailed segmentation of the market by
- Distribution Channel
INSIGHTS BY PRODUCT
In 2018, the sex toys segment led the market. Sex toys are witnessing high demand due to the growth in online sales distribution channels. Vibrators or dildos, massagers, rubber penis, Realdolls, and bondage gears are the prominent sex toys. The market is witnessing a shift as women are becoming sexually empowered worldwide. There is also a growing demand for both shared and solo sex toys among end-users. Hence, these factors are contributing to the growth of sex toys segment. Moreover, the change in the social attitude toward sex toys has also contributed to the growth.
Condoms remain the most widely used contraceptive across the US with a revenue share of more than 34% in 2018. Condom distribution programs remain integral in the prevention of sexually transmitted infections (STI), especially in the young population (15–24) in the US. The female condom market in the US is also witnessing rapid growth in demand. As female condoms empower women, they share the responsibility with their partners in preventing STDs and other sex-related diseases. Moreover, female condoms are perceived to be health-friendly as they do not have any influence on natural hormones and cause ill-effects on health.
The exotic lingerie segment is witnessing a steady and healthy growth. The market constitutes risqué lingerie, such as teddies, baby dolls, corsets, slips, and sensual innerwear. As end-users are becoming adventurous and open to experimentation, the appetite for fashion-forward and provocative sensual lingerie is increasing in the market. This exotic lingerie segment is gaining prominence among end-users, especially young couples. The evolution of BDSM (Bondage Discipline Sadism and Masochism) practices has also played a significant role in boosting demand. The market has witnessed the emergence of several shopping websites that cater specifically to these products. This has further given widespread access to end-users with several styles and varieties, triggering interests among them. The US dominated the North American sexual lubricant market in 2018. The growth is likely due to the introduction of new product formats. These new formats focus on products, which are safe, offer comfort, and have differentiated functionalities, thereby contributing to the growth.
INSIGHTS BY GENDER TYPE
Given the long-lasting perception of the sexual wellness industry being a male-centric market, several products developed such as condoms or sexual lubricants - have focused on men. The condom segment, which is largely dominated by males, can be a lucrative revenue avenue for vendors. Furthermore, a push for evolving gender-neutral tones becomes essential as the market is expected to attain maturity, thereby forcing vendors to think and strategize differently.
The market by women end-users has reasonable opportunities waiting for vendors as more wellness programs and products are aimed at women folk. Vendors can consider pitching up to their products, which align sex with wellness. With recent innovations and the quickly fading taboo status of sex, vendors are launching their innovative ideas with women as the target audience. Besides, sex education applications have also been developed and launched, thereby enabling women to feel comfortable and frankly express their views on the topic of sexual wellness. The female end-user segment in the US is expected to grow at a CAGR of 7.91% during the period 2018–2024. The shifting from male-centric to a female-centric one is expected to reap out maximum profits in the future. With numerous sexual wellness market start-ups already raising funds worth more than $1 billion in the last 3–4 years, the market remains highly optimistic.
INSIGHTS BY DISTRIBUTION
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. Manufacturers are harnessing sex specialty stores and supermarkets due to personalized customer services, which is boosting the offline retail segment. Although online purchasing is increasing, a significant share of product distribution takes place through sex specialty stores. Adherence to USFDA standards and other regulations remains a key priority for vendors catering to the US market. The entry of condom manufacturers such as Reckitt Benckiser and Church & Dwight in the US region has also increased the sale of sex toys and sexual lubricants through retail stores. In 2018, the retail segment contributed the highest revenue to the US sexual wellness market. The online segment is facing intense competition from the retail segment because of the entry of traditional condom manufacturers, which have increased the visibility of these products in store shelves across the country.
INSIGHTS BY GEOGRAPHY
The US has remained a key market for sexual wellness market vendors. The country has areas with an untapped and unserved demand for a diverse range of products. Over the years, vendors catering in the US have come up with innovative campaigns and products for serving the growing demand across countries. The country has witnessed a range of experiences within the sexual wellness products, be it innovative campaigns to opening up of exclusive sex toy stores. Over the years, the urge for sexual wellness products in the US has witnessed considerably high. Factors such as the growing integration of these products with sexual health, the rising population of the LGBT community, and growing concerns over HIV infections are driving the market. Also, brand promotions and advertisement campaigns further tend to drive the need for adopting products such as condoms and lubricants while indulging in sexual intercourse. The prevalence of HIV remains high among older couples in the country as well.
KEY VENDOR ANALYSIS
The competitive scenario in the US 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 is forcing vendors to change and redefine their unique value proposition to achieve a strong presence. The market is moderately fragmented with many global players providing personal lubricants with high functionalities and designs. LifeStyles, Okamoto Industries, Karex Berhad, Reckitt Benckiser, Diamond Products, and Church & Dwight are the major vendors. All these companies have a global presence at least in three major geographical regions - North America, APAC, and Europe. However, there are local vendors providing 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 among themselves for the leading position, with occasional spurts of competition coming from other local vendors.
- Church & Dwight
- Diamond Products
- Karex Berhad
- Okamoto Industries
- Reckitt Benckiser
Other prominent vendors
Beate Uhse, Beijing Aimer, Bijoux Indiscrets, BILLY BOY (MAPA), BioFilm, BMS Factory, Bodywise, B. Cumming, CalExotics, Calvin Klein, Convex Latex, Cosmo Lady, Cupid Ltd., Doc Johnson, 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, HLL Lifecare Ltd., ID Lubricants, Innova Quality, Innovus Pharma, IXu, L Brands, La Maison Lejaby, La Perla, LELO, Live Well Brands, Lovehoney Group, Mayor Laboratories, MD Science Lab, MTLC Latex, Orient Industry, PHE, the pjur group, Sagami Rubber Industries, Sensuous Beauty, Shandong Ming Yuan Latex, Shanghai Dahua Medical Apparatus Co., Silk Parasol, Sliquid, StaySafe Condoms, STRATA Various Product Design or ORIGAMI Condoms, Suki (OhMiBod), Thai Nippon Rubber Industry (TNR), The Yes Company, Tianjin Condombao, Topco Sales, Trigg Laboratories, Triumph, The Female Health Company, XR Brands
The Sexual Wellness market research report includes in-depth coverage of the industry analysis with revenue and forecast insights for the following segments:
Market Segmentation by Product Types
- Sex Toys
- Exotic Lingerie
- Sexual Lubricants
Market Segmentation by Gender
Market Segmentation by Distribution Types