Analyst's Take: Consumer interest fuels the resurgence of sexual health supplements

There are a few conditions within the supplement industry that experienced turbulence over the last few years, with the pandemic being the biggest disrupter. Consumer interest and attitudes quickly shift from immunity to sleep to eye health, and then mood and mental health. Another condition that experienced some whiplash in growth was sexual health. In 2019, sexual health was the fourth-highest-growing condition, with 8.9% growth. Then when the pandemic hit, sexual health growth dropped. Whether people were not active or just didn’t need supplement support, growth lowered to just 2.9% in 2020. Consumers also likely chose to spend their money on supplements to address other, perhaps more important concerns like sleep and immunity.

New Hope Network's NBJ defines the sexual health supplement condition category as products designed to support not just sexual health (arousal or pleasure) but reproductive health. Our estimates also capture ingredients, such as saw palmetto, that aren’t specifically labeled for sexual health but are known for helping reproductive organs and supporting hormonal health. NBJ strives to stay on top of current industry trends while also forecasting what will drive future ones, and by paying attention to conversations on social media platforms and in-depth survey research, we can marry all inputs to get a well-rounded sense of what’s fueling specific categories within the industry.

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But now interest is back, and NBJ is starting to see sexual health bubble back up. At an estimated $1.25 billion market, NBJ predicts sexual health will yet again be a top-growing condition in the supplement industry. In 2024, growth is estimated to reach 6.7% on its way to 7.7% growth by 2027.  

Sexual health is indeed one of the “experiential conditions.” Consumers are looking for an improved experience and expect quick results. Look at mood and mental health, the fastest-growing condition over the last two years: One of the reasons it grew so fast and took traction is that consumers found noticeable relief with multiple nervous system functions. Sexual health is similar—and related. We’re seeing innovation in sexual health move beyond the mechanics of the sexual parts into the holism of the sexual participants. Mood is at the top of this list. Plus, more men and women are educating themselves on how to address their hormonal concerns and are becoming more aware of how supplements and natural ingredients can help balance their systems.

Like mood and mental health, this is a condition younger consumers are increasingly willing to talk openly about. The sum total of all of this is that sexual health is growing at a healthy rate. One way or another, this is a condition category to keep an eye on.

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