With over 100 million copies of Fifty Shades of Grey sold and the popularity of such TV series as HBO’s “Girls” and Showtime’s ”Masters of Sex”, a paradigm shift in attitudes towards personal intimacy and enhancement products has emerged. Today, a number of marketers and retailers are embracing this movement and taking it mainstream, catering to the needs of a wide spectrum of consumers from college students to seniors.
With a dynamic sexual wellness market afoot, the need for accurate market research is paramount. Kline & Company is announcing the undertaking of a comprehensive study Sexual Wellness: U.S. Market Analysis and Opportunities, offering a first-of-its-kind assessment of this fast growing and highly fragmented market.
Leading multinational consumer goods company Reckitt Benckiser has taken a front seat in the sexual wellbeing category following its acquisitions of Durex condoms in 2010 and K-Y personal lubricants in 2014. The Durex product lineup has since exploded to now offer an array of intimate lubricants and massagers. “We believe that intimate well-being is an essential category that, although often burdened with some social stigmas, offers a lot of opportunities as well,” remarked Aurore Trepo, a spokesperson from Reckitt Benckiser. “We are excited to see the results of this new study from Kline to help us better understand how to best respond to consumer and market needs.” Church & Dwight has adopted a similar strategy with its Trojan condom brand.
What was once the domain of small, dark, specialty shops and obscure online websites, sexual wellness products can now be found in many drug stores and mass merchandisers. Reputable chains like CVS, Walgreens, and Target boast larger and more complete intimate health sections which feature not only condoms and pregnancy kits, but also playful lubricants, intimate massagers, and sexual enhancement supplements from brands like Extenze and Zyrexin.
On the product side, the industry has evolved from a combination of awkward shapes and lurid colors into clean, bold lines with earthy shades and design-driven products. Some luxury boudoir items are found priced in the thousands, including vibrators that retail for $15,000. For the ultra adventurous, there are Bluetooth-connected devices that can turn a smartphone into a tool of intimacy. Trade shows like the Adult Novelty Manufacturers Expo (ANME) and Exxxotica demonstrate the possibilities of what may be in store in the near future. Both shows were in July, with Exxxotica touting its largest turnout to date.
Sexual Wellness: U.S. Market Analysis and Opportunities will provide a detailed independent appraisal of this fast-moving market and will explore market opportunities and challenges for market participants and potential entrants.