Consumers are embracing their sexual health and wellness more than ever before which is blurring the lines between sexual health and self-care. Mintel’s US Contraceptives and Sexual Health Market Report 2023 explores how brands can secure future growth in this expanding industry. Featuring market dynamics, consumer insights and expert analysis, this market report gives you a 360° of the US sexual wellness market and contraceptives industry.

Below, we’ve handpicked some key insights from the full report and summarized the core topics. 

Key Areas Covered in this Report

  • Sexual health activity and product usage.
  • Important factors that influence consumers’ selection of condoms, personal lubrication, and personal devices.
  • Consumer attitudes toward the purchasing of sexual wellness products.
  • Current use and interest in sexual health product areas.
  • Consumer attitudes toward sexual health.

US Contraceptives Market – Current landscape

In the US, the contraceptives space holds more importance than ever. The market has reflected this and has seen steady growth over the last five years to 2023. This growth will continue and the market is expected to reach $2.6 billion in 2028.

As the stigma around contraception continues to decrease, maintaining momentum in the market will depend on brands’ ability to shift as pleasure continues to drive purchases.

US Sexual Wellness Trends – What you need to know

Pleasure is top of mind

For the first time, sexual enhancement products have higher usage than contraceptives. As sexual health through pleasure continues to become destigmatized, interest in sexual enhancement products will continue to grow. Brands will need to respond for this by providing products that go beyond basic functionality.

Sexual wellness as self-care

Women are interested in self-care through sexual wellness. As the lines between the two blur, more will view sexual health as a part of holistic well-being.

Brands can encourage more exploration in the category by increasing the number of conversations taking place about the topic to normalize behaviors and products further.

Purchase the full report to learn more about the trends shaping the future of the contraceptives and sexual health industry in the US. 

More About this Report

For the purposes of this Report, Mintel defines the OTC (over the counter) contraceptives and sexual health market as follows:

  • External condoms, spermicides, emergency contractive (“morning-after”) pills, internal condoms
  • Personal lubricants
  • Pregnancy test kits – includes digital tests, stick tests, and cassette pregnancy test kits used to detect the hCG hormone in urine
  • Ovulation test kits – at home test stick kits that test for a LH surge in urine

The market size only covers OTC purchases, so products provided for free, such as condoms given out at a healthcare clinic or pregnancy tests given by a healthcare professional are not included.

Expert Analysis from a Health & Wellness Specialist

This report, written by Lindsay Cameron, a leading Health and Wellness analyst, delivers in-depth commentary and analysis to highlight current trends in the US contraceptives and sexual wellness markets and add expert context to the numbers.

Consumers are embracing their sexual wellness more than ever, embracing the merging of sexual health and self-care.

Lindsay CameronLindsay Cameron
Analyst – Health & Wellness

Table of Contents

    • Key issues covered in this Report
  1. Executive Summary

  2. Consumer Insights

    • Consumer fast facts
    • Assessment of sexual activity
    • Graph 1: assessment of sexual activity, 2023
    • Graph 2: assessment of sexual activity, ages 18-24, 2021-2023
    • Product usage
    • Graph 3: sexual health product usage, 2023
    • Graph 4: NET product usage, by category, 2019-2023
    • Graph 5: select sexual enhancment product usage, 2021-2023
    • Graph 6: usage of sexual enhancement products, by age, 2023
    • Graph 7: contraception product usage, by sexually active age groups, 2023
    • Sexual health activities
    • Graph 8: sexual health activities, 2023
    • Graph 9: masturbation as a sexual health activity, by age, 2019-23
    • Graph 10: masturbation as a sexual health activity, by gender 2021-23
    • Graph 11: select sexual health activites, by age, 2023
    • Important factors in product selection
    • Graph 12: factors in condom selection, 2023
    • Graph 13: factors in personal lubricant selection, 2023
    • Graph 14: factors in personal device selection, 2023
    • Graph 15: brands as a key factor in product selection, men, 2023
    • Graph 16: select important factors when choosing sexual health products, women, 2023
    • Purchasing sexual health products
    • Graph 17: purchasing sexual health products, 2023
    • Graph 18: select purchasing behaviors of sexual health products, by gender and age, 2023
    • Graph 19: sexual health purchasing behaviors, females by age, 2023
    • Attitudes toward sexual health
    • Graph 20: attitudes toward sexual health, 2023
    • Graph 21: attitudes toward sexual health products, by age, 2023
    • Graph 22: attitudes toward sexual health education, by age, 2023
    • Graph 23: attitudes toward sexual health products, by gender and age, 2023
    • Trial or interest in sexual health products
    • Graph 24: trial or interest in sexual health products, 2023
    • Graph 25: trial or Interest in products with attractive packaging, by age, 2023
  3. Competitive Strategies

    • Launch activity and innovation
    • Graph 26: share of healthcare product launches featuring free from claims, 2018-23*
    • Marketing and advertising
    • Opportunities
  4. The Market

    • Market context
    • Market drivers
    • Graph 27: consumer price index change from previous period, 2020-23
    • Market size and forecast
    • Market share/brand share
  5. Appendix

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.


Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.


Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.


Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.


Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

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