U.S. Sexual Wellness Market Analysis By Product (Condoms, Vibrators, Lubricants), Competitive Landscape, Company Market Share, And Segment Forecasts, 2018 - 2025

Industry Insights

The U.S. sexual wellness market size was valued at USD 3.0 billion in 2016 and is projected to grow at a CAGR of 12.9% over the forecast period. The market is anticipated to exhibit lucrative growth in the coming years, due to the growing prevalence of Sexually Transmitted Diseases (STDs) and HIV infection. The growing government initiatives and NGOs participating in promoting the use of contraceptives is expected to boost the market growth. 

U.S. held a substantial market share in the year 2016 in the global market. Increasing childbearing population of women in the region is driving the market. Female condoms segment is gaining roots and has witnessed high growth in recent years due to its reimbursement under Obamacare.

Veru Inc., formerly known as The Female Health Company, was formed after the merger of FHC and Aspen Park Pharmaceuticals, Inc. in October 2016. It deals with the manufacturing of FC2 female condoms for protection against sexually transmitted diseases (such as AIDS) and unintended pregnancy.

The market is expected to witness lucrative growth over the forecast period owing to the growing acceptance of sexual exploration and acceptance of Lesbian, Gay, Bisexual, and Transgender (LGBT) community. Increasing concern of personal hygiene is also one of the factors driving the market. Ease of use of online shopping and e-commerce has further facilitated the sales as it provides products discreetly.

Industry players play a vital role in the non-commercial sector of condom distribution. Companies such as ONE promote use of contraceptive and donate condoms at a lower cost or free and finance local outreach programs. In October 2017, they launched myONE Perfect Fit condom in the U.S., which comes in 60 sizes with 10 lengths and 9 widths. As an initial strategy, the company distributed over 1 million condoms. The product is intended to reduce the reluctance to use a condom due to improper fit.

Product Insights

Based on the product, the market is segmented into condoms, vibrators, and lubricants. Vibrators dominated the market in the year 2016. The stigma attached to exploring sexual activity and experimenting is fading due to liberalization and acceptance of homosexuality. Initiatives such as sex-positive movements are helping break the stereotypes of age, gender, and social construct. Acceptance of sexual minorities i.e. lesbian, gay, bisexual, and transgender (LGBT) individuals is also promoting the use of vibrators and other sex accessories in the society. Women, in particular, are more enthusiastic about the involvement in discussions about sexuality and do not hesitate in experimenting with sexual wellness products. 

Preference for online shopping is observed in this segment due to the anonymity provided by these shopping sites. Though the stigma attached to these products is reducing, several individuals, especially married couples and young working women, purchase sexual products from online portals. The convenience of viewing, selecting, and ordering through online shopping websites, without revealing one’s identity, removes the barrier of judgment in most cases and thus boosts the use of these products. Most frequently ordered products include vibrators, rubber penis, and lubricants.

Prevention of pregnancy is not the primary reason for the use of condoms amongst the aged population. However, aging does not prevent the transmission of STDs, thus the use of condoms is made mandatory for older couples as well. In the U.S., the prevalence of HIV infection is higher amongst the older people due to various reasons such as less awareness of the risk factors of HIV in old age, the lack of diagnostic HIV screening programs promoted by the healthcare providers for the aged, and frequent mistaking of symptoms of HIV with aging. In 2014, 26% of the newly diagnosed HIV infection cases were in the age group of 45 years and above. The growing awareness about STDs even in the old age is expected to drive the market for condoms over the forecast period.

Aging often leads to changes, such as vaginal dryness in women and erectile dysfunction in men. Other problems such as stress, chronic pain, lifestyle changes, and chronic illness can also compromise intimacy between partners and the ability of individuals to have sexual intercourse. Use of lubricants can alleviate the problem and is preferred by the older cohort.

Competitive Insights

The stigma previously extended to investors was responsible for low funding for sexual wellness products. However, in the recent times, the stereotypical perception has witnessed some change and angel investors are increasingly investing in manufacturers. In September 2013, Crave, Inc., a luxury sex toy manufacturer in San Francisco raised approximately USD 2.4 million from 60 angel investors. These funds were intended to be used for the expansion of manufacturing capacities and retail chains and the development of new products. 

Some key industry contributors are Church & Dwight Co., Inc., Reckitt Benckiser Group plc, Veru Inc., Mayer Laboratories, Inc., Ansell (LifeStyles Healthcare Pte Ltd), BioFilm, Inc, and LELO. Online portals such as Amazon, Lovehoney, Drugstore.com, and Adam & Eve also play an important role in the supply chain. Retail store chains such as Wal-Mart, Target, CVS Pharmacy, and Kroger Pharmacy offer sexual wellness products similar to mainstream products.

In April 2017, Ansell launched an antiviral condom in the Canadian market. This product is claimed to be the first condom to offer protection against HIV and other viral transmissions. Also,

in January 2017, Ansell launched SKYN condoms worldwide. The product is positioned as a high-end brand of non-latex condoms. The product had 4 variants, original, extra lubricated, studded, and large.

Report Scope

Segments covered in the report

This report forecasts revenue growth and provides an analysis on the industry trends in each of the sub-segments from 2014 to 2025. For the purpose of this study, Grand View Research has segmented the U.S. sexual wellness market on the basis of product:

• U.S. Sexual Wellness Product Outlook (Revenue, USD Million, 2014 - 2025)

  • Condoms

  • Vibrators

  • Lubricants