The U.S. sexual wellness market size is expected to reach USD 20.1 billion by 2030, expanding at a CAGR of 7.91% during the forecast period, based on a new report by Grand View Research. 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, Transgender, and Queer (LGBTQ+) communities. Easy use of online shopping and e-commerce has further facilitated sales as it delivers sexual wellness products discreetly. For instance, in February 2022, Sephora, a major beauty company in the U.S., added sex toys from Maude and Dame to its shelves, while department stores, including Bloomingdale’s and Nordstrom, started selling vibrators in 2021 at their stores.
The popularity of sex toys and vibrators has grown drastically in the past decade. Overcoming the social stigma associated with using vibrators and other toys, couples, and individuals are focusing more on enhancing physical pleasure and are using sex toys for enjoying an intimate relationship. Moreover, solo sex is one of the key factors driving the sexual wellness market’s growth. Sex toy manufacturers have generally targeted women for manufacturing toys around the female anatomy. Different types of products are available in the market for women to enhance their sexual experience such as vibrators, penetrating toys, and nipple clamps. Despite past reservations, high-tech sex toys such as smart vibrators or Bluetooth-enabled devices are in high demand, especially among women.
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By product, the sex toys segment held the largest market share in 2022 and is expected to witness the fastest growth during the forecast period
The e-commerce segment dominated the distribution channel segment in 2022 with the largest revenue share owing to ease of use and easy availability of a variety of products on one platform
There has been a shift in the marketing strategies with manufacturers working on eliminating the image of pornography associated with the use of vibrators and are promoting their products as a healthy choice
The increasing rate of STDs and a high number of unintended pregnancies in the country provide condom manufacturers with growth potential in the market
The most popular brands in the U.S. condom market are Trojan, Durex, Lifestyles, and Kimono. However, the sex toys industry is dominated by Doc Johnson Enterprises, LELO, and Lovehoney. Emerging players such as Unbound, Maude, and Dame have introduced women-centric products with sleek and compact designs
In the personal lubricants segment, the market is dominated by K-Y Jelly, Astroglide, SKYN, Uberlube, and SLiquid. In recent years, CBD-infused lubes have gained popularity in the market
Grand View Research has segmented the U.S. sexual wellness market based on product, distribution channel, and region:
U.S. Sexual Wellness Product Outlook (Revenue, USD Billion, 2018 - 2030)
U.S. Sexual Wellness Distribution Channel Outlook (Revenue, USD Billion, 2018 - 2030)
U.S. Sexual Wellness Region Outlook (Revenue, USD Billion, 2018 - 2030)
List of Key Players in the U.S. Sexual Wellness Market
Church & Dwight Co., Inc.
Reckitt Benckiser Group plc
Doc Johnson Enterprises
Mayer Laboratories, Inc.
LifeStyles Healthcare Pte Ltd
Trigg Laboratories Inc.
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