Sexual wellness brand research

Part
01
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Part
01

Sexual Wellness Trends

Two trends in the United States sexual wellness industry are sex as part of women's beauty routine and the increase in sex toy popularity.

Sex as Part of Self-Care for Women

  • According to Lucie Green, director of trend forecasting agency JWT Innovation, 2019's biggest trend is to position sex as part of a woman's overall health.
  • Sex is being linked to "skin health, appearance, and general glow and vitality — as a beauty proposition."
  • Women in particular are becoming more aware of how sexual health is related to their mental and physical well-being.
  • Adult toys, lubes, and condoms are being marketed as sexual health products and are showing up in drugstores and beauty retailers.
  • Numerous educational platforms have been launched that help women "incorporate sexuality into their wellness practices."
  • The driver of this trend is the destigmatization of sexual pleasure as something that is "seedy and only available in sex shops or online."

Increase in Sex Toy Popularity

Research Strategy

To identify two trends in the United States sexual wellness industry, we searched through industry market reports, in which the data was readily available. Each trend had to appear in at least two industry publications. Note that there were no specific trends for the central states, but the trends mentioned in all publications were set to affect the entire country.
Part
02
of two
Part
02

Sexual Wellness Companies - Customer Perceptions

Doc Johnson, Trojan by Church & Dwight, and Astroglide by BioFilm are the top sexual wellness companies in the US based on customer reviews and sentiment.

Doc Johnson

Overview

  • Doc Johnson was founded in 1976 by Ron Braverman. The company offers over 2,500 sexual wellness products. Some of these products include lubes, vibrators, and anal toys.
  • Headquartered in San Fernando Valley, California, the company has over 500 employees and is considered the largest producer in the US adult novelty market.

Customer Perceptions: Social Media & Media Publications

  • In media publications like Fortune, there are mainly positive perceptions of Doc Johnson. On social media, there are mainly recommendations of Doc Johnson products.
  • Doc Johnson's founder mentioned that sexual wellness products were considered taboo for a long time. According to him, books like 50 Shades of Grey have contributed to the popularity of these products.
  • Some social media posts about Doc Johnson include "can't go wrong with a doc johnson," and "I got my dildos and vibrator from doc Johnson and I love it sooo much."

Customer Reviews

  • On Amazon and eBay, reviews about Doc Johnson products are mainly positive.
  • One of its most popular products is the Realistic 8-inch dildo. It has a 4.3 out of 5 stars rating on Amazon. Reviews about this product include, "I love how it feels like the real thing when it’s in me, it feels almost exactly like the real thing and is so soft so you can go for hours on it, this is one of my favorite dildos i have ever had."
  • Another reviewer mentioned that it had an odd smell. According to them, "the suction is good, as long as the surface doesn't get wet. This dildo doesn't feel "real" but guess it's as close as something synthetic can get. Maybe it would feel a more life-like if it were slightly more rigid."
  • Another common product is the Doc Johnson Reverse Vaginal Tightening Gel. This product has mixed reviews. It has a 3.5 rating. Reviews about it include "I noticed a difference the 1st time I used it but after that I didn't notice that much of a difference judging by my partner's reaction, he could feel the tightness each time we used it, so it worked by not as I expected."
  • Based on another reviewer, "It works well. It plumps up what has lost some elasticity. It does have an extremely hot sensation right after. So if you're extra sensitive to this kind of feeling. Beware. Otherwise, i really liked it."

Church & Dwight

Overview

  • Established in 1846, Church & Dwight is a New Jersey-based consumer products business. It is the parent company of Arm & Hammer, Nair, Oxi Clean, First Response, and Trojan, among others.
  • Trojan - the number one condom brand in the US - is its sexual wellness brand. Trojan products include condoms, lubricants, and vibrators.

Customer Perceptions: Social Media & Media Publications

  • A study provided by Statista revealed that as of 2019, Trojan Magnum is the most used condom in the US. Trojan Her Pleasure is the fourth most used condom in the US. Other Trojan brands rank high on this list as well.
  • A study by YouGov BrandIndex revealed that men between 18 to 34 years old in the US now think the quality of Trojan condoms is low. These men were asked whether they think the Trojan brand represents good or poor quality. In October 2017, they ranked Trojan with a 35% quality score. By February 2018, this reduced to a quality score of 24%.
  • Publications like Men's Health and Everyday Health rank Trojan condoms as the best ones to use. The Trojan Ultra-Ribbed Ecstasy and Trojan Supra Non-latex Bareskin Condoms are some of the most talked about condoms.
  • On social media, posts about Trojan are mainly about its ads on Spotify and YouTube. Most people think the ads are too much. A tweet posted on December 12 stated, "Way too many Trojan condom ads on YouTube like god damn I’m a Christian child, I’m saying myself till marriage."
  • There are a few social media posts on Twitter, Instagram, and Reddit indicating that Trojan is a good condom o use. Based on a tweet posted on December 8, 2019, "if i have sex, it’s going to be with a TROJAN condom. I expect no less. Thank you for attending my ted talk."
  • Another user mentioned that "Trojan is the best condom company."
  • A Reddit user insinuated that "The new Trojan G Spot condom" is good to use.

Customer Reviews

  • Trojan Magnum is one of the most popular products under the Trojan Brand. It is rated 3.4 out of 5 based on 183 reviews on the company's website. About 65% of reviewers recommend the product. Its comfort is rated 4 out of 5, while its sensitivity/stimulation is rated 3.5 out of 5. Most comments are about the fact that the product is weak and breaks easily.
  • Reviews about this product include "Broke through 3 Condoms in one session what is happening? Not even 3 minutes in and it broke" and "Good quality and fit. I am glad I purchased these just wish I could get free ones mailed to me every month."
  • Another popular Trojan product is the Trojan Chain Reaction Lubricant. It is rated 4 out of 5 based on more than 5,000 reviews. Almost 90% of reviewers recommend the product. It is considered non-sticky, long-lasting, and pleasurable.
  • Some reviews about this lubricant include "I never really like any kind of "reaction " lubricants, but if you like them this is a good one to try!" and "Both my hubby and I both love this lubricant. It continues working and the added sensation, all I can say is OMG!!!"
  • The TROJAN TANDEM COUPLES Vibrating Ring is another popular product. It is rated 4 out of 5. Users consider it very comfortable, easy to use, and pleasurable. Reviews about this product include "Bought 2 days and barely worked. Not a good deal either" and "Bought it few days ago & it was amazing."

BioFilm Inch

Overview

  • Biofilm IP was founded in 1991 as a manufacturer of high quality healthcare products.
  • The company is headquartered in Vista, California. Its main product is Astroglide Personal Lubricant - a top selling personal lubricant brand in the US.
  • Astroglide offers a wide range of personal lubricants, including slicon-based and water-based lubricants.

Customer Perceptions: Social Media & Media Publications

  • Astroglide is recommended by publications like Vox as a personal lubricant to use for better sexual intercourse.
  • A lost of social media posts about Astroglide are related to people recommending the lubricant brand.
  • One user recommended Astroglide (the silicone based one) as the best lube for anal sex.
  • According to a December 11 tweet "Astroglide is a classic lubricant but Sliquid is all natural and vegan friendly."
  • According to a recent Reddit post, "Best lube for post-partum sex? I had my daughter almost 5 months ago via c section, but 6 weeks after that sex felt like knives. I'm almost completely back to normal, but sometimes I need some lube. I hate astroglide (water based). All we have otherwise is preseed."

Customer Reviews

  • Astroglide Liquid, Water Based Personal Lubricant is one of the most popular products by the brand. It has a 4.6/5 rating based on almost 1,300 reviews on Amazon. Most reviewers mention that it is the best personal lubricant.
  • Reviews about this product include "This product allows me to slide easily into my wife. This magical formula was invented by a NASA scientist for rocket ships when he realized he would make far more money selling it as a personal lubricant. So the next time someone says "What has NASA ever done for us?" you tell them that it has helped us improve our sex lives. Also, duct tape. And WD40."
  • According to another reviewer, "not the best out there. This lube is very slippery at first, then quickly becomes dry and tacky. Have to keep applying and it just becomes a big mess. Also, it comes out the bottle in drives! Hard to get just a little but you always need more than a little of this stuff. Would not buy again."
  • Astroglide Gel is another popular product by the brand. It is rated 4.6/5 based on 817 reviews. Some reviews about the product include "I think this product works amazing, but I do feel it's a harder clean-up than implied, hence the minus a star, but other than that, it works perfectly!" and "my boyfriend and I love how it works for both of us! Made it very easy to have fun."

RESEARCH STRATEGY

Although we attempted determining the top sexual wellness companies in the US based on market share, we found that market reports on the US sexual wellness industry blocked this data behind paywalls. We also found that the companies are privately-held and cannot be ranked by revenue. As a result, they have been ranked by customer sentiment and reviews.
Sources
Sources