Germany Sexual Health Market Analysis
The Germany Sexual Health Market has evolved steadily, with notable growth from 2020 to 2025 driven by rising LGBTQ+ identification (almost 25% among Gen Z) and increasing demand for non-hormonal contraception, as more than 50% of users reported concerns about hormonal side effects.
Younger consumers are more open to exploring diverse sexual practices, while over-55s remain underserved despite significant sexual activity. Purchasing decisions in the Sexual Health Market is influenced by age, relationship status, and financial stability. Looking ahead, the Germany Sexual Health Market is expected to expand in the foreseeable future, supported by inclusive marketing, educational efforts, and greater product variety catering to both younger and older demographics.
Germany Sexual Health Market Trends
Consumer trends in Germany Sexual Wellness Market shows a clear generational divide: Gen Z and Millennials are more sexually active, more likely to identify as LGBTQ+, and open to exploring diverse practices like anal and prostate stimulation. They are also shifting away from hormonal contraception due to health concerns, favouring condoms and natural methods. Purchasing behaviour in the Sexual Wellness Market is influenced by age, relationship status, and financial wellbeing, with men—especially gay and bisexual—more likely to buy products like condoms, lubricants, and sex toys. Older consumers, though sexually active, often feel discomfort buying in-store, favouring discreet online options. Across age groups, there’s a strong demand for education, inclusive messaging, and ethically positioned products.
Purchasing the Germany Sexual Health Market Report 2025 reveals a shift toward inclusivity and education, driven by younger, curious consumers. Brands are responding with diverse, non-hormonal products, LGBTQ+ representation, and digital engagement, while addressing unmet needs among older adults. Ethical claims and online access align with broader health and wellness trends.
About The Report
The Germany Sexual Health Market Report 2025 offers in-depth insights into consumer behaviours, attitudes, and purchasing patterns across key categories including condoms, lubricants, contraceptives, and sex toys. It explores generational shifts, sexual activity trends, contraceptive preferences, and emerging openness toward taboo topics such as anal stimulation and older-age sexuality. The Sexual Health Market Report is based on a nationally representative survey of 1,936 internet users aged 18+, covering diverse demographics, relationship statuses, sexual orientations, and financial backgrounds. It is a vital resource for marketers, retailers, product developers, healthcare providers, and wellness brands seeking to navigate the evolving Sexual Wellness Market and leverage opportunities in the growing Sexual Wellness Market Size across Germany.
Key Topics Analyzed in the Report
- Opportunities in the sexual health category, including how to address sensitive topics
- Sexual activity, sexual orientation and contraceptive use
- Purchases and purchasing factors of sexual health products, including condoms, personal lubricants and sex toys
- Behaviours and attitudes towards sexual health, including comfort of buying products in-store and concerns about hormonal contraception
- Product innovation, discussing popular claims for condoms and personal lubricants
| Report Attributes | Details |
|---|---|
| Published Date | May 2025 |
| Data Range | 2020-2030 |
| Measurement Metrics | Revenue in € |
| Country Focus | Germany |
| Consumer Data | 1,936 internet users aged 18+, January 2025 |
| Number of Pages | 50 |
| Market Segmentation | Condoms, Personal Lubricants, Sex Toys, Hormonal Contraceptives, Non-Hormonal Contraceptives, and Sexual Wellness Accessories |
| Leading Companies | Amorelie, Eis.de, Lovehoney, Surreal, BillyBoy, Durex, We-Vibe, CanesMeno (Bayer UK), Menoelle, Stripes Beauty, MysteryVibe, DU&ICH, Natural Cycles, Tenga, My.Size, Hello Fresh, Ritex, OMGyes, HelloBetter, Lieferando, Satisfyer, Goodparts, Loovara, Fair Squared, Einhorn, and Womanizer |
Meet the Expert Behind the Analysis
This report was written by Dr. Max Bruening. Max analyses consumer and market trends within Mintel’s Health & Wellbeing category. With a PhD from Maastricht University and experience at IGES Berlin and the University Paris 1 Panthéon-Sorbonne, he brings deep expertise in survey analysis and the health sector to deliver actionable insights on health and wellbeing topics.
Given lingering taboos around sexuality, brands can use humour to alleviate discomfort and meet consumer demand for education.
Dr. Max Bruening
Research Analyst Health & Wellbeing, Germany
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EXECUTIVE SUMMARY
- What you need to know
- Opportunities
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OPPORTUNITIES
- Address and break taboos
- Turn tension into attention with humour and playfulness
- Educate to challenge misconceptions
- Fuel younger generations’ drive to explore
- What makes younger generations attractive
- Support Gen Zs’ and Younger Millennials’ exploration of sexual identities and practices
- Celebrate younger generations’ expression of their sexuality
- Serve the underserved over-55s
- Increase the representation of older consumers
- Empower older consumers to be heard
- Cherish the beauty of sexuality in older age
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THE CONSUMER
- Sexual activity in Germany
- Sex frequency in Germany: a nation divided
- Most sex happens in relationships
- Graph 1: frequency of partnered sex in the last 12 months (NET), by relationship status (NET), 2025
- Making bank and making love
- Graph 2: frequency of partnered sex in the last 12 months (NET), by financial situation, 2025
- Ageing and sex: from sizzle to simmer
- Graph 3: consumers who have not had sex with another person in the last 12 months, by relationship status and age, 2025
- Support women’s sexual health during and after menopause
- Graph 4: women’s menopause status, by age, 2025
- Don’t let menopause pause intimacy
- Contraceptive use
- Condoms are the most popular contraceptive method
- Graph 5: types of contraceptive used in the last 12 months, 2025
- A sharp decline in condom usage after 54
- Graph 6: use of condoms and any contraceptive among the sexually active, by age, 2025
- The pill becomes harder to swallow
- Fill the gap left by hormonal contraception
- Purchasing behaviour of sexual health products
- Action begets accessories
- Bundle sex toys, lubricants, condoms and femidoms
- Boost returns by tapping into men’s buying power
- The appeal of serving gay and bisexual men
- Graph 7: purchases of sexual health products among men, by sexual orientation, 2025
- Fit and tear resistance are the most important features when purchasing condoms
- Graph 8: important features of condoms, 2025
- Positive experiences with a product are the most important purchasing factor
- Graph 9: purchasing factors of sexual health products, 2025
- Engage younger consumers…
- Graph 10: selected purchasing factors buying condoms, by age, 2025
- …and make them talk about your brand
- Graph 11: importance of word-of-mouth when buying selected sexual health products, by age, 2025
- Sexual health attitudes and behaviours
- Germans struggle to share their sexual preferences…
- …but brands can help them open up
- Consumers welcome educational efforts
- Go online – where people feel comfortably discreet
- Graph 12: feeling comfortable buying sexual wellness products in-store, 2025
- Anal and prostate stimulation: time to break the next taboo
- Graph 13: appeal of anal/prostate stimulation, by generation, 2025
- The potential of anal and prostate stimulation
- Help beginners explore anal sex
- Foster brand loyalty through variety
- Graph 14: brand loyalty and interest in new sexual wellness products, 2025
- More variety in stores would appeal to buyers
- Graph 15: demand for greater variety of sexual wellness products in stores, by buyers of such products, 2025
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INNOVATION
- Ethical claims abound in NPD
- Graph 16: NPD in contraception & sexual health, by top 10 claims, 2025
- Ethical claims become the norm
- Putting ethical claims centre stage
- Lubricants elevate their dermatological claims
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MARKET DRIVERS
- Changing relationship forms influence sex frequency
- Liberalising sexual and gender norms enables greater sexual exploration
- Bisexual identification is becoming more common
- Graph 17: share of LGBTQ+ identification, by generation, 2024
- Passion after pension: an ageing population puts the spotlight on senior sex
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APPENDIX
- Report scope and definitions
- Market definition
- Abbreviations
- Generations
- Methodology – consumer research
- Consumer research methodology
- A note on language
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