The US ‘sexual wellness’ has seen a drive in growth thanks to the accessibility of the products as the category becomes more acceptable, according to a new study by Kline.

According to the report, consumers are now more conscious than ever when it comes to their sexual wellness and are becoming more open about purchasing products to aid this. The ageing female baby boomer generation is said to be helping drive sales as they seek ways to continue having active sex lives. In turn they are purchasing products such as ED Drugs, nutritional supplements for sexual enhancement and personal lubricants. Indeed, nutritional supplements for sexual enhancement/performance are up 6.8 per cent from 2013 to 2014.

Indeed, as the category becomes more accepted, manufacturers are becoming bolder with their marketing campaigns. For example, they are using mainstream media such as commercials and social media to promote their products. Condom makers are using Facebook and Twitter, for example, to connect with younger, more accepting users and erectile dysfunction advertisements are now more visible on network television. 

Products that enhance sexual experience have experienced a boost in sales online, in speciality stores and in mass market channels. Meanwhile natural and organic formulations are thought to become more popular amongst women using vaginal moisturizing products. 

According to Kline’s recent analysis of the feminine products market in Nonprescription Drugs USA, Manufacturer sales of OTC feminine products, including feminine deodorants and personal lubricants, increased 5.2 per cent in 2014. This is driven by a dramatic boost in contraceptive sales, which rose 16.3 per cent year on year from 2013. 

Laura Mahecha, Kline’s Healthcare Industry Manager, said, “These strong gains were largely driven by Teva’s Plan B and Plan B One Step emergency contraceptive brands, which have been moved out from behind the counter to full access sales regardless of age.”