How the sexual wellness category is benefiting from innovation and increased shelf space

The increased shelf space points to another trend — that more women are buying the products. “It’s fantastic alone to see the dedicated aisle now encompassing the range of women’s sexual health-and-wellness needs in one place, but now we can see the shelf space is growing,” said Stephanie Trachtenberg, director of marketing and PR at New York City-based Satisfyer. “This proves that we are learning to meet women’s needs where they are.” 

Consumers are embracing a holistic approach to health and wellness, and sexual pleasure is now part of a lifestyle. “This is an important message we are continuing to deliver through our marketing and PR efforts,” Trachtenberg said. “Incorporating sexual health into your routine may now look like complementing your Satisfyer with a facial mask just after to optimize the benefits of increased blood flow.”

[Read more: Personal pleasures: Sexual wellness evolves at retail]

Many consumers were first-time purchasers of Satisfyer during the COVID-19 pandemic. As they learn about the benefits of the sex toys, they will seek the next new product. “This is where standout innovation will win,” Trachtenberg said. 

The pandemic also boosted online sales, as consumers sought discreet and convenient purchasing options. “The pandemic has also played a role in the types of products consumers are seeking,” said Ken DeBaene, vice president of sales, Americas at LifeStyles. “Consumers are trying out new items and becoming savvier, making it easier to normalize the conversation and usher in more products that help them explore.” 

The South Eselin, N.J.-based LifeStyles makes the Skyn brand of condoms and sexual enhancement devices. According to the Skyn 2021 Sex & Intimacy Survey, 39% of respondents reported experiencing an increased sex drive since the start of the pandemic, and 38% of respondents said they were experimenting more in bed since the start of the pandemic. “In pursuit of more interesting sexual experiences, we’re seeing a lot of growth and opportunity for the lubricant and device categories,” DeBaene said. 

[Read more: Good vibrations: Retailers see success embracing new areas of sexual wellness]

Another important consumer group is millennials, and Okamoto U.S.A. uses social media to reach them. “This is a young audience who already has access to highly sexualized imagery and messaging in media,” said Carol Carrozza, marketing manager at the Florham Park, N.J.-based company, which makes Wink condoms. “They don’t need that. They want honesty in their products.” 

They are establishing behaviors and patterns as they become mature adults, so they need information. Carrozza pointed out that condoms, used to prevent pregnancy and sexually transmitted diseases, are a Class II medical device regulated by the Food and Drug Administration. “We’re not talking about a silly little product here,” she said. The clean, straightforward packaging and the social media messaging focus on Wink’s thinness and strength. “We don’t believe in the hyperbole, the misdirection. We give them the basic features and benefits in a clear, direct way.”