Due to a combination of unchanged sexual behaviours, static contraceptive use and tepid condom sales growth, the sexual health market is expected to sustain steady yet lacklustre growth. Increased lubricant sales growth underpins a demand for products more closely tied to sexual wellbeing.
UK Sexual Health Market – Current Landscape
The cost of living crisis appears to have impacted the UK sexual health market, as values sales growth in the condom segment was slow, with consumers trading down or potentially opting for free condoms. Meanwhile, other behaviours regarding sexual frequency and contraceptive usage remain broadly unchanged, signifying a relatively stagnant category.
A threat to the market is lacklustre innovation, particularly in the condom segment, which has seen a notable decline in NPD. Innovation has been proven to drive consumer purchases, as evidenced by value sales growth in the lubricant segment, correlating with an increase in lubricant launches. Therefore, condom brands should innovate and focus on sought-after claims, such as performance or pleasure-enhancing, as well as DEI with products for different types of sex and life stages.
Conversely, the most exciting opportunities lie in the sexual wellness market. Due to a heightened focus on wellbeing, presenting immense scope for sexual health brands/products, such as premium lubricants. As consumers seek superior products in pursuit of enhanced sexual health and wellness, ingredient innovation can become a new focal point.
UK Sexual Health Market Report – What’s Inside?
Key Topics Analysed in the Report
- The impact of the rising cost of living on the sexual health market.
- How brands and retailers can drive sexual health product usage and purchasing at different life stages.
- Consumer priorities across condoms and lubricants, and how brands can respond.
- The impact of social media trends and technology’s influence on the sexual wellness market.
- Attitudes towards at-home STI testing and the future of the testing market.
- The next wave of inclusivity opportunities, including greater consideration of LGBTQIA+ consumers and hormonal needs in NPD and marketing.
Report Scope
For the purposes of this report, Mintel has used the following definitions:
- Emergency contraception (ie the morning-after pill) is not included in sales data although this method of contraception is mentioned where relevant.
- Prescription-only contraceptives, such as oral contraceptives (‘the pill’), chemical, other barrier methods (eg diaphragms) and LARCs (long-acting reversible contraceptives) are not included in the sizing of the market. However, this report includes some data and discussion of these methods for the purposes of putting the market in context.
- Other methods of birth control such as sterilisation, vasectomy or natural methods (Persona) are not included in market size but are referred to in order to indicate trends within the market.
- All forms of contraception (including condoms and the morning-after pill) are available free on the NHS. No prescription charges are payable for any type of contraception. All forms are available free from family planning clinics and from some GPs.
- Throughout this report, ‘unprotected sex’ refers specifically to sex without a condom, unless otherwise stated.
Meet the Expert Behind the Analysis
This report was written by Shiyan Zering, Beauty and Personal Care Analyst at Mintel. Shiyan joined Mintel in 2022, writing UK reports on beauty, personal care, and OTC categories. She has over six years of previous experience in the colour cosmetics sector, in both consumer and artistry-facing roles.
The sexual health market has grown in line with inflation, but remains relatively stagnant, with opportunities to boost sales growth through NPD and inclusivity.
Shiyan Zering
Beauty and Personal Care Analyst
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Executive Summary
- Opportunities for the sexual health market
- Evolve beyond the power of brand name
- Broaden DEI efforts in NPD and advertising
- Respond to technological advancements
- Market dynamics and outlook
- Market size & forecast
- Market predictions
- What consumers want and why
- Sexual frequency remains relatively stable
- Graph 1: frequency of sexual intercourse, 2021 and 2024
- Condoms are the preferred choice of contraceptive
- Graph 2: select types of contraceptives used in the last 12 months, 2022 and 2024
- Support pleasure seekers
- Reassess medical positioning claims
- Consumers turn to the online channel for information
- Graph 3: most trusted sources for sexual health information, 2024
- Consumers are looking for fast results
- Alleviate awkward bedroom buying
- Innovation and marketing
- Significant decline seen in condom innovation
- Graph 4: new product launches in the contraceptive and sexual health category, by sub-category, 2020-24
- Free-from claims can deliver safety messaging
- Graph 5: new product launches in the contraceptive and sexual health category, by select claims, 2022-24
- Comfort, pleasure and DEI come first for condoms
- Water-based lubricants are addressing consumer needs
- Ensure LGBTQIA+ representation in NPD and advertising
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Market Dynamics
- Market size
- The market value sees a slight uptick
- Inflation drives growth in 2024
- Market forecast
- Slower growth is predicted for the market
- Male contraception pill research could impact contraceptive sales…
- …while pivoting into intimate care could future proof brands
- Learnings from the last income squeeze
- Market segmentation
- Sexual wellness trends benefit lubricants
- Channels to Market
- Grocers are leading in sales
- Grocers cater to convenience demands
- H&B retailers have a chance to boost own-label
- Online-only channels fosters comfort and versatility
- Market share
- Durex still dominates the condom segment…
- Graph 6: retail value sales of condoms, by brand, 2022-24
- …and excelled in the lubricant segment
- Graph 7: retail value sales of lubricants, by brand, 2022-24
- Ingredients are key for lubricant sales growth
- Own-label has peaks and troughs
- Macro-economic factors
- Consumer sentiment: wellbeing is up but the recovery has slowed
- Graph 8: the financial wellbeing index, 2016-24
- The cost-of-living crisis impacts families
- Roe v Wade overturning in the US created conversation surrounding reproductive rights
- Consider the needs of all sexual orientations
- Acknowledge healthcare disparities among ethnic minority groups
- Address the safe sex needs of the ageing population
- Teenagers need better honest spaces
- Consider other types of relationships in marketing
- Address sexual health professional visitation gap
- Consider the impact of other contraception use
- Graph 9: females using sexual and reproductive health services for contraception, by main method of contraception, 2018-23
- Respond to the rise in STI cases
- Graph 10: number of new STI diagnoses, 2014-23*
- Tech influence on long-distance couples
- Explore ties with the soap, bath and shower category
- Hybridise sexual wellness and intimate care
- Graph 11: claims that encourage use of an intimate hygiene product, 2023
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What Consumers Want and Why
- Frequency of sexual intercourse
- Sexual frequency is polarised
- A significant proportion of adults are not having sex
- Graph 12: frequency of sexual intercourse, 2021 and 2024
- Highlight the mental health benefits of sex
- A surge in sexual activity among 25-34 year olds
- Graph 13: frequency of sexual intercourse among 25-34 year olds, 2021 and 2024
- Provide support to older age groups
- Graph 14: % who do not have sexual intercourse, by select age groups, 2021 and 2024
- Encourage intimacy for empty nesters
- Cater to consumers with PCOS and endometriosis
- Use of contraceptives
- Many are using other forms of contraception
- Graph 15: types of contraceptives used in the last 12 months, 2024
- Condoms are the preferred choice of contraceptive
- Graph 16: types of contraceptives used in the last 12 months, 2021 and 2024
- Address the condom decline amongst 18-24 year olds
- Graph 17: usage of condoms in the last 12 months, by age, 2021 and 2024
- Educate consumers on safety
- Reshift perceptions of contraceptive pills
- Address morning after pill pain points
- Create more refined natural family planning methods
- Appeal to family planners
- Sexual health and wellbeing activities
- Consumers treasure pleasure
- Graph 18: sexual health and wellbeing activities done in the last 12 months, 2024
- Encourage older generations to experiment
- Graph 19: select sexual health and wellbeing activities done in the last 12 months, by age, 2024
- Encourage experimentation through temperature play
- Men are overlooked in NPD
- Young people’s stress is driving performance anxiety
- Sex toys encourage a better understanding of self
- Important factors when choosing condoms
- Brand trust is a must
- Graph 20: important factors when choosing condoms, 2024
- Link non-latex products with enhanced pleasure
- Cater to material-conscious condom users
- Improve the flavour profile of condoms for oral sex
- Better anal sex claims are needed in condoms
- Important factors when choosing lubricants
- Consumers are vigilant about lubricant base ingredients
- Graph 21: important factors when choosing lubricants, 2024
- Excite the lubricant segment with hydrating, pain-relieving ingredients
- Combat irritant perceptions related to flavoured lubricants
- Specify suitability for types of sex on-pack
- Elevate performances through lubricant innovation
- Most trusted sources for sexual health information
- Professional advice is valued
- Consumers turn to the online channel for information
- Graph 22: most trusted sources for sexual health information, 2024
- Utilise medical professionals in-store and online
- Drive pharmacy usage
- Partner with media platforms to accurately inform
- Cater to underrepresented communities online
- Create medical hubs through specialised apps
- Tap into diverse needs with curated content
- Graph 23: repertoire of sexual health information sources used**, 2024
- Sexual health behaviours
- Consumers are receptive to education from brands
- Graph 24: sexual health behaviours, 2024
- Sexual health brands have a significant opportunity to educate
- Brands have been investing in education
- Target motherhood needs
- Utilise dating apps to push STI testing
- Enhance verification process for STI status
- Empower more conversation around sexual health
- Vaginal microbiome research will resonate…
- …while other genital health needs are also neglected
- Improve sex toy hygiene solutions
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Innovation And Marketing Trends
- Launch activity and innovation
- Significant decline seen in condom innovation
- Graph 25: new product launches in the contraceptive and sexual health category, by sub-category, 2020-24
- Sustainability and medical claims are prevalent
- Graph 26: new product launches in the contraceptive and sexual health category, by top 10 claims (based on 2023), 2022-24
- Expand sustainable options across the sexual health market
- Look to free-from claims to build trust
- Graph 27: new product launches in the contraceptives and sexual health market, by select free from claims, 2021-24
- Improve water-based lube longevity
- Broaden format and product ranges to compete
- Consider DEI needs in sexual health
- Thinner condom innovation continues
- Tap into multifunctional needs
- New STI test formats are making waves
- App innovation is bringing partners together
- Develop supplements for libido and sexual health maintenance
- Create guilty pleasures with intimacy food/drink
- Unique sex toys are social media’s breakout stars
- Advertising and marketing activity
- Durex sells safe sex and inclusivity…
- …and partners with Yungblud to reach younger audiences
- Superdrug tackles consent
- Censorship is being challenged while some are still ongoing
- SEX BRAND addresses a decline in sexual activity
- Inspire gifting ideas for Valentine’s Day
- Brands are ED-ucating on their offerings
- Girl vs Cancer addresses stigmas around sexual health and pleasure within the cancer community
- Zult’s pop-up puts the power in education
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Brand Research
- Newer brands benefit from high usage frequencies
- Graph 28: awareness of brands operating in the sexual health category, 2024
- Graph 29: usage frequency of brands operating in the sexual health category, 2024
- Durex is a solid market leader
- Skyn stands out in competitive market
- LoveHoney captures consumers with innovation and inclusivity
- Hanx’s range can reach wider audiences
- Roam highlights its ethical ethos
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Appendix
- Supplementary data
- Population estimates
- NHS: LARC and User Dependent Methods as main method of contraception
- Census 2021: ethnic group population data
- Market data and methodology
- Market size and forecast: at constant and current prices
- Market forecast: prediction intervals
- Market share: condoms
- Market share: lubricants
- Forecast methodology
- Report scope and definitions
- Market definition
- Abbreviations and terms
- Methodology
- Consumer research methodology
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