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Sexual Wellness Market in US - Industry Outlook and Forecast 2019-2024

Sexual Wellness Market in US - Industry Outlook and Forecast 2019-2024

The US sexual wellness market is expected to grow at a CAGR of around 8% during the period 2018−2024.

Surge in AIDS/HIV and STD instances, evolvement of gender-neutral tone in market, maximization of online opportunities, and capitalization of retail trends are the factors that are likely to contribute to the growth of the US sexual wellness market during the forecast period.

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 sexual wellness 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.

The study considers the present scenario of the US sexual wellness market and its market dynamics for the period 2019−2024. It covers a detailed overview of various market growth enablers, restraints, and trends. The study includes insights on segmentation by products (sex toys, condoms, exotic lingerie, sexual lubricants, and others), gender (male and female), distribution channels (retail and online), and Geography (US). The report covers both the demand and supply aspects of the market. It also profiles and examines leading companies and other prominent companies operating in the US sexual wellness market.

US Sexual Wellness Market: Segmentation

This market research report includes a detailed segmentation of the market by product, distribution channel, Gender, and geography. 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 in the market. Moreover, the change in the social attitude toward sex toys has also contributed to market 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. The exotic lingerie market in the US is witnessing a steady and healthy growth. The market constitutes risqué lingerie, such as teddies, baby dolls, corsets, slips, and sensual innerwear.

Given the long-lasting perception of the sexual wellness industry being a male-centric market, several products developed in the market - 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 in the market and the quickly fading taboo status of sex, vendors are launching their innovative ideas with women as the target audience.

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 market. 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 market 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.

Market Segmentation by Product Types

  • Sex Toys
  • Condoms
  • Exotic Lingerie
  • Sexual Lubricants
  • Others
Market Segmentation by Gender
  • Male
  • Female
Market Segmentation by Distribution Types
  • Retail
  • Online
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 market 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 in the market. 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 in the market, with occasional spurts of competition coming from other local vendors.

Major Vendors
  • LifeStyles
  • Karex Berhad
  • Church & Dwight
  • Reckitt Benckiser
  • Diamond Products
  • Okamoto Industries
  • ther 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
  • 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
Key Market Insights

The report provides the following insights into the US sexual wellness market for the forecast period 2019–2024.
  • It offers comprehensive insights on current industry trends, forecast, and growth drivers about the US sexual wellness market.
  • The report provides the latest analysis of market share, growth drivers, challenges, and investment opportunities.
  • It offers a complete overview of market segments and the regional outlook of the market.
  • The report offers a detailed overview of the vendor landscape, competitive analysis, and key market strategies to gain a competitive advantage in the market.


1 Research Methodology
2 Research Objectives
3 Research Process
4 Scope & Coverage
4.1 Market Definition
4.1.1 Inclusions
4.1.2 Exclusions
4.2 Base Year
4.3 Scope of the study
4.4 Market Segments
4.4.1 Market Segmentation by Products
4.4.2 Market Segmentation by Gender
4.4.3 Market Segmentation by Distribution
4.4.4 Market Segmentation by Geography
5 Report Assumptions & Caveats
5.1 Key Caveats
5.2 Currency Conversion
5.3 Market Derivation
6 Market at a Glance
7 Introduction
7.1 Overview
8 Market Dynamics
8.1 Market Growth Enablers
8.1.1 Integration of Sex Education with Sexual Wellness
8.1.2 Surge in AIDS/HIV and STD Instances
8.1.3 Increasing Urge for Sexual Wellness Products
8.1.4 Evolvement of Gender-neutral Tone in Market
8.2 Market Growth Restraints
8.2.1 Restrictive Awareness and Accessibility to Female Condoms
8.2.2 Handiness of Substitutes for Condoms
8.2.3 Fabrication & Forgery
8.3 Market Opportunities and Trends
8.3.1 Maximizing over Online Opportunities
8.3.2 Leveraging upon Impactful Campaigns
8.3.3 Females: The Evolving Target Audience
8.3.4 Capitalizing on Retail Trends
9 Value Chain Analysis
9.1 Overview
9.1.1 Raw Materials
9.1.2 Manufacturers
9.1.3 Distributors/Dealers
9.1.4 Retailers
9.1.5 End-users
10 Sexual Wellness Market In US
10.1 Market Size & Forecast
10.2 Five Forces Analysis
10.2.1 Threat of New Entrants
10.2.2 Bargaining Power of Suppliers
10.2.3 Bargaining Power of Buyers
10.2.4 Threat of Substitutes
10.2.5 Competitive Rivalry
11 Market by Product
11.1 Market Snapshot & Growth Engine
11.2 Market Overview
11.3 Sex Toys
11.3.1 Market Size & Forecast
11.4 Condoms
11.4.1 Market Size & Forecast
11.5 Exotic Lingerie
11.5.1 Market Size & Forecast
11.6 Sexual Lubricants
11.6.1 Market Size & Forecast
11.7 Others
11.7.1 Market Size & Forecast
12 Market by Gender
12.1 Market Snapshot & Growth Engine
12.2 Market Overview
12.3 Male
12.3.1 Market Size & Forecast
12.4 Female
12.4.1 Market Size & Forecast
13 By Distribution Channel
13.1 Market Overview
13.2 Manufacture, Production, and Distribution
13.3 Distribution through Retail Stores
13.4 Distribution through Online Websites
14 Competitive Landscape
14.1 Competition Overview
15 Key Company Profiles
15.1 Church & Dwight
15.1.1 Business Overview
15.1.2 Major Product Offerings
15.1.3 Key Strengths
15.1.4 Key Strategies
15.1.5 Key Opportunities
15.2 Diamond Products
15.2.1 Business Overview
15.2.2 Major Product Offerings
15.2.3 Key Strengths
15.2.4 Key Strategies
15.2.5 Key Opportunities
15.3 Karex Berhad
15.3.1 Business Overview
15.3.2 Major Product Offerings
15.3.3 Key Strengths
15.3.4 Key Strategies
15.3.5 Key Opportunities
15.4 Lifestyles (Lifestyles Holdco PTE. LTD)
15.4.1 Business Overview
15.4.2 Major Product Offerings
15.4.3 Key Strengths
15.4.4 Key Strategies
15.4.5 Key Opportunities
15.5 OKAMOTO Industries
15.5.1 Business Overview
15.5.2 Major Product Offerings
15.5.3 Key Strengths
15.5.4 Key Strategies
15.5.5 Key Opportunities
15.6 Reckitt Benckiser
15.6.1 Business Overview
15.6.2 Major Product Offerings
15.6.3 Key Strengths
15.6.4 Key Strategies
15.6.5 Key Opportunities
16 Other Prominent Vendors
16.1 Beate Uhse
16.1.1 Company Overview
16.2 Beijing Aimer
16.2.1 Company Overview
16.3 Bijoux Indiscrets
16.3.1 Company Overview
16.4 BILLY BOY (MAPA)
16.4.1 Company Overview
16.5 BIOFILM
16.5.1 Company Overview
16.6 BMS Factory
16.6.1 Company Overview
16.7 Bodywise
16.7.1 Company Overview
16.8 B. Cumming
16.8.1 Company Overview
16.9 Calexotics
16.9.1 Company Overview
16.10 Calvin Klein
16.10.1 Company Overview
16.11 Convex Latex
16.11.1 Company Overview
16.12 Cosmo Lady
16.12.1 Company Overview
16.13 Cupid Limited
16.13.1 Company Overview
16.14 DOC Johnson
16.14.1 Company Overview
16.15 Eau Zone Oils & Fragrances
16.15.1 Company Overview
16.16 European Lingerie Group AB (ELG)
16.16.1 Company Overview
16.17 Embry
16.17.1 Company Overview
16.18 Empowered Products
16.18.1 Company Overview
16.19 Fuji Latex
16.19.1 Company Overview
16.20 Good Clean Love
16.20.1 Company Overview
16.21 Guy & O'Neill
16.21.1 Company Overview
16.22 Hathor Professional Skincare
16.22.1 Company Overview
16.23 HBM Group
16.23.1 Company Overview
16.24 HLL Lifecare Ltd.
16.24.1 Company Overview
16.25 ID Lubricants
16.25.1 Company Overview
16.26 Innova Quality
16.26.1 Company Overview
16.27 Innovus Pharma
16.27.1 Company Overview
16.28 IXu
16.28.1 Company Overview
16.29 L Brands
16.29.1 Company Overview
16.30 LA Maison Lejaby
16.30.1 Company overview
16.31 LA PERLA
16.31.1 Company Overview
16.32 LELO
16.32.1 Company Overview
16.33 Live Well Brands
16.33.1 Company Overview
16.34 Lovehoney Group
16.34.1 Company Overview
16.35 Mayor Laboratories
16.35.1 Company Overview
16.36 MD Science Lab
16.36.1 Company Overview
16.37 MTLC Latex
16.37.1 Company Overview
16.38 Orient Industry
16.38.1 Company Overview
16.39 PHE
16.39.1 Company Overview
16.40 Pjur Group
16.40.1 Company Overview
16.41 Sagami Rubber Industries
16.41.1 Company Overview
16.42 Sensuous Beauty
16.42.1 Company Overview
16.43 Shandong Ming Yuan Latex Co.
16.43.1 Company Overview
16.44 Shanghai Dahua Medical Apparatus/PATH
16.44.1 Company Overview
16.45 Silk Parasol
16.45.1 Company Overview
16.46 Sliquid
16.46.1 Company Overview
16.47 Staysafe Condoms (By Advacare Pharma)
16.47.1 Company Overview
16.48 Strata Various Product Design
16.48.1 Company Overview
16.49 Suki (Ohmibod)
16.49.1 Company Overview
16.50 Thai Nippon Rubber Industry
16.50.1 Company Overview
16.51 The Yes Company
16.51.1 Company Overview
16.52 Tianjin Condombao Medical Polyurethane Tech. Co.
16.52.1 Company Overview
16.53 Topco Sales
16.53.1 Company Overview
16.54 Trigg Laboratories
16.54.1 Company Overview
16.55 Triumph
16.55.1 Company Overview
16.56 Veru Healthcare/The Female Health Company
16.56.1 Company Overview
16.57 XR Brands
16.57.1 Company Overview
17 Report Summary
17.1 Key Takeaways
17.2 Strategic Recommendations
17.3 Quantitative Summary
17.3.1 Market by Product
17.3.2 Market By Gender
18 Appendix
18.1 Abbreviations
List of Exhibits
Exhibit 1 Segmentation of Sexual Wellness Market in US
Exhibit 2 Market Size Calculation Approach 2018
Exhibit 3 Overview of Sexual Wellness Market in US
Exhibit 4 Impact of Integration of Sex Education with Sexual Wellness
Exhibit 5 Teenage Child Births Per Thousand Females (1990–2016)
Exhibit 6 Impact of Surge in AIDS/HIV and STD Instances
Exhibit 7 Global HIV-infected People: Statistics 2018
Exhibit 8 Global HIV Infection New Cases: Statistics 2018
Exhibit 9 Impact of Increasing Urge for Sexual Wellness Products
Exhibit 10 Impact of Evolvement of Gender-neutral Tone in Market
Exhibit 11 Impact of Restrictive Awareness and Accessibility to Female Condoms
Exhibit 12 Female Condoms: Prevalence of Use and Knowledge Matrix in Select Countries 2018
Exhibit 13 Impact of Handiness of Substitutes for Condoms
Exhibit 14 Failure Rate of Contraceptives
Exhibit 15 Impact of Fabrication & Forgery
Exhibit 16 Impact of Maximizing over Online Opportunities
Exhibit 17 Growing Influence of Internet on End-users Purchasing Behavior 2006–2022 (%)
Exhibit 18 Impact of Leveraging upon Impactful Campaigns
Exhibit 19 Impact of Females: The Evolving Target Audience
Exhibit 20 Impact of Capitalizing on Retail Trends
Exhibit 21 Overview of Value Chain for Sexual Wellness Market in US
Exhibit 22 US GDP Growth Rate Changes Q1 2016–Q4 2018
Exhibit 23 US Unemployment Rate from January 2018–2019
Exhibit 24 Sexual Wellness Market in US 2018−2024 ($ million)
Exhibit 25 Choice of Contraception among Women Actively using Contraception in the US
Exhibit 26 Five Force Analysis 2018
Exhibit 27 Incremental Growth by Product 2018-2024
Exhibit 28 Sexual Wellness Market in US by Product Type: Overview
Exhibit 29 Sexual Wellness Market in US Share by Product Type 2018 & 2024 (%)
Exhibit 30 Sexual Wellness Market in US: Incremental Growth by Product Type 2018-2024
Exhibit 31 Sex Toy Market in US 2018−2024 ($ million)
Exhibit 32 Condom Market in US 2018−2024 ($ million)
Exhibit 33 Condom Market in US by Vendor Share 2018
Exhibit 34 Exotic Lingerie Market in US 2018−2024 ($ million)
Exhibit 35 Sexual Lubricant Market in US 2018−2024 ($ million)
Exhibit 36 Sexual Wellness Market in US by Others 2018−2024 ($ million)
Exhibit 37 Incremental Growth by Gender 2018-2024
Exhibit 38 Sexual Wellness Market in US by Gender: Overview
Exhibit 39 Sexual Wellness Market Share by Gender 2018 & 2024 (%)
Exhibit 40 Sexual Wellness Market in US by Male 2018−2024 ($ million)
Exhibit 41 Sexual Wellness Market in US by Female 2018−2024 ($ million)
Exhibit 42 Distribution of Sexual Wellness Products in US
Exhibit 43 Distribution Channel Flow of Sexual Wellness Products in US
Exhibit 44 Sexual Wellness Market in US by Distribution Channels 2018
List of Tables
Table 1 Key Caveats
Table 2 Currency Conversion 2013−2018
Table 3 CAGRs of Sexual Wellness Product Types 2018–2024 (%)
Table 4 Cost of Usage and Lifecycle Comparison of Various Contraceptives in US
Table 5 Church & Dwight: Product Offerings
Table 6 Diamond Products: Product Offerings
Table 7 Karex Berhad: Product Offerings
Table 8 LifeStyles: Product Offerings
Table 9 Okamoto Industries: Product Offerings
Table 10 Reckitt Benckiser Group: Product Offerings
Table 11 Sexual Wellness Market in US by Products 2018–2024 ($ million)
Table 12 Sexual Wellness Market in US by Gender 2018–2024 ($ million)

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