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.
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.
For the purposes of this report, Mintel has used the following definitions:
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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