According to Kline & Company, there is a paradigm shift in attitudes regarding personal intimacy and enhancement products. Today, a number of marketers and retailers are embracing this movement and taking it mainstream, catering to the needs of a wide spectrum of consumers from college students to seniors. With a dynamic sexual wellness market afoot, Kline saw the need for accurate market research in this area, and launched its first comprehensive assessment of this fast growing and highly fragmented market, Sexual Wellness: U.S. Market Analysis and Opportunities.
Leading multinational consumer goods company Reckitt Benckiser has taken a front seat in the sexual wellbeing category following its acquisitions of Durex condoms in 2010 and K-Y personal lubricants in 2014. The Durex product lineup has since exploded to now offer an array of intimate lubricants, among other products.
No longer sold solely through specialty retailers or online, sexual wellness products can now be found in many drug stores and mass merchandisers. Chains such as CVS, Walgreens, and Target boast larger and more complete intimate health sections, which feature, among other products, lubricants.
“We believe that intimate well-being is an essential category that, although often burdened with some social stigmas, offers a lot of opportunities as well,” said Aurore Trepo, a spokesperson from Reckitt Benckiser.