Market Research Findings — Lovehoney US
1. Market Size and Growth
The US sexual wellness market is already significant and continues to grow. Grand View Research estimates the U.S. sexual wellness market at $11.0 billion in 2022, rising to $11.8 billion in 2023, with projected growth at a 7.91% CAGR through 2030, reaching about $20.1 billion. It also says sex toys represented 83.6% of the market in 2022.
As a secondary benchmark, broader category sources point to strong global momentum as well. Vogue Business cites Transparency Market Research estimating the global sexual wellness product market at $32.9 billion in 2023, with long-term growth expected through 2034.
2. Category Momentum and Consumer Demand
The market opportunity is supported by wider wellness behavior. McKinsey estimates the US wellness market at more than $500 billion annually, and says 84% of US consumers consider wellness a top or important priority. McKinsey also finds that Gen Z and millennials place higher importance on sexual health than older generations, which supports a digital-first, content-led, and creator-influenced strategy for Lovehoney US.
3. Mainstreaming of Sexual Wellness
Sexual wellness is becoming more mainstream in US retail and culture. Grand View Research notes that ecommerce has helped category growth because it allows customers to buy discreetly, and also points to major retailers such as Sephora adding brands like Maude and Dame to shelves. This matters because it shows sexual wellness is increasingly being framed as part of beauty, wellness, and everyday self-care rather than only as a specialist adult category.
4. Competitive Pressure in the US
Lovehoney US faces pressure from several directions:
Amazon and large marketplaces compete on convenience, price, speed, and search visibility. Grand View lists Amazon among key players in the US market.
Mass and pharmacy-adjacent retail such as Target and CVS make the category feel more routine and accessible. Grand View lists Target and CVS Pharmacy among key players in the US market.
Premium design-led brands such as Maude, Dame, and LELO help reframe intimacy as tasteful, wellness-led, and lifestyle-friendly. Vogue Business notes that brands like Maude and Dame have used sleek design and premium positioning to destigmatize the category.
This means Lovehoney cannot rely only on range and category heritage. It needs clearer positioning and stronger guidance-led journeys. That final point is an inference based on the competitive landscape above.
5. Consumer Attitudes: Opportunity and Friction
Mintel’s 2025 US Sexual Wellness report says category growth has slowed amid cautious consumer spending, but consumers remain invested in their sexual health. Mintel also highlights that mainstreaming is a major opportunity for retailers, and that younger shoppers seek education, discretion, and value.
This is important for Lovehoney US because it suggests two things at once:
there is still real demand in the category
shoppers may be more selective in a tougher economy, so brands need to justify the purchase clearly through value, trust, education, and relevance.
That second point is an inference from Mintel’s summary.
6. Economic Risk and Spending Sensitivity
A key risk for Lovehoney US is that sexual wellness can be treated by some shoppers as discretionary spending, especially in times of economic pressure. Mintel’s summary explicitly says growth has slowed due to cautious consumer spending. This does not mean the category is collapsing; rather, it suggests brands need to work harder on affordability, trust, premium justification, and product relevance.
7. Why Lovehoney US Still Has an Opportunity
Lovehoney has natural strengths for this market:
specialist credibility
broad assortment
discreet ecommerce fit
educational content potential
ability to serve multiple personas through curated journeys
The gap is not whether the market exists. The gap is how Lovehoney presents itself in the US. The strongest opportunity is to position Lovehoney not just as an adult retailer, but as a discreet, expert-guided, wellness-led resource for mainstream consumers. That is an inference based on the market and competitor evidence above.
Key Insights Summary
The US sexual wellness market is large and growing, estimated at $11.0B in 2022 with long-term growth projected through 2030.
The category is being mainstreamed by major retailers and premium wellness brands, which helps normalize demand but increases competition.
Younger shoppers are especially important, with stronger interest in sexual health and higher responsiveness to digital and social influence.
Economic caution is a real risk, so brands need to combine education, discretion, and clear value to win.
Strategic Implication for Lovehoney US
Lovehoney US should not market itself only as a broad adult product catalogue. The more defendable position is a discreet, educational, wellness-led sexual wellness brand that helps mainstream consumers navigate the category with confidence. That positioning is more suited to inbound marketing, especially when paired with content, SEO, creators, lead capture, and email nurture. This is an inference based on the evidence above.