Africa Sexual Wellness Market, By Product (Sex Toys, Condoms, Contraceptives, Lubricants & Sprays, Erotic Lingerie, Pregnancy Testing Products, and Others), Application (Sexual Dysfunction, Pregnancy Protection, Female Hygiene, Sexually Transmitted Disease, and Others), End User (Men, Women, and LGBT Community), Distribution Channel (Specialty Stores, Drug Store, Hypermarkets & Supermarkets, Online Stores, and Others) - Market Trends and Forecast to 2029.
Africa Sexual Wellness Market Analysis and Size
The growing incidence of sexually transmitted diseases (STDs) and HIV infection in Africa are likely to boost the growth of the African sexual wellness market.
Africa sexual wellness market is expected to gain market growth in the forecast period of 2022 to 2029. Data Bridge Market Research analyses that the market is growing with a CAGR of 6.7% in the forecast period of 2022 to 2029 and is expected to reach USD 7,889.51 million by 2029. Growing incidences of sexually transmitted diseases and rising sexual activities in teenagers are the major drivers which propelled the demand of the market in the forecast period.
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Report Metric |
Details |
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Forecast Period |
2022 to 2029 |
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Base Year |
2021 |
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Historic Years |
2020 (Customizable to 2019 - 2014) |
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Quantitative Units |
Revenue in USD Million, Volumes in Units, and Pricing in USD |
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Segments Covered |
By Product (Sex Toys, Condoms, Contraceptives, Lubricants & Sprays, Erotic Lingerie, Pregnancy Testing Products, and Others), Application (Sexual Dysfunction, Pregnancy Protection, Female Hygiene, Sexually Transmitted Disease, and Others), End User (Men, Women, and LGBT Community), Distribution Channel (Specialty Stores, Drug Store, Hypermarkets & Supermarkets, Online Stores, and Others). |
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Countries Covered |
South Africa, Egypt, Ethiopia, Nigeria, Kenya, Uganda, Tunisia, and Rest of Africa. |
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Market Players Covered |
Reckitt Benckiser Group PLC, Church & Dwight Co., Inc., Veru Inc., Karex Berhad, TTK, Bayer AG, Maude Group, Inc., Unbound Babes, Bijoux Indiscrets, BioFilm IP LLC, Hot Octopuss, Polyurethane condom manufacturer, and LELO iAB, among others. |
Market Definition
Sexual wellness can be defined as a blend of physical state, mental state, and social well-being that has a connection with sexuality. The fundamental goal of sexual wellness products is to facilitate safe sex while also contributing to increased sexual pleasure. It also includes the prevention of sexually transmitted infections and planning of pregnancy. Partner notification (PN) is one of the strategies where sexual partners of an index patient are informed of their exposure to a sexually transmitted infection (STI), and the need to obtain treatment. Growing awareness regarding sexual wellness inspires a positive and respectful approach involving sexuality and sexual relationships. This also ensures that the couple involved in it goes for a safe and pleasurable experience without having any kind of coercion, poor discrimination, and violence.
Africa Sexual Wellness Market Dynamics
This section deals with understanding the market drivers, opportunities, restraints, and challenges. All of this is discussed in detail below:
DRIVERS
growing incidences of Sexually Transmitted Diseases
Sexually transmitted infections are on the rise with the alarming trend, which causes a worrisome fact. A record-high number of bacterial sexually transmitted diseases (STIs) were recorded in most countries in 2018. Even though most STIs may be prevented by using condoms, many people of all ages and genders decide not to do so. Genital Herpes is one of the most common sexually transmitted infections in South Africa, with approximately one of every five people being infected with it. This infection is caused by a virus, which is in an inactive state the majority of the time.
The growing incidence of sexually transmitted diseases (STDs) and HIV infection in Africa are likely to boost the growth of the African sexual wellness market.
rising sexual activities in teenagers
Most teenagers nowadays are inclined toward various sexual experiments as they mature emotionally and socially. They might want romantic intimacy and ways to express love and affection. And they might be curious and want to explore adult behavior. Some teenagers are sexually attracted to people of the opposite sex, some are attracted to people of the same sex, and some are bisexual. Some teenagers might express no sexual interest. Sexual desire is typically higher in men than in women, with testosterone (T) thought to account for this difference and within-sex variation in desire in both women and men. The age at which people first begin to act on their sexual interests also varies widely and can be affected by a large range of factors, including biological development, hormone levels, cultural factors, religious and moral views, upbringing, self-esteem, education, and socio-economic status. However, various studies have incorporated both hormonal and social or psychological factors in studies of sexual desire.
A significant rise in sexual activities in teenagers is increasing the demand for various sexual wellness products, such as (list of products), which is expected to drive market growth.
Growing awareness about sexually transmitted diseases
Increasing awareness about sexually transmitted diseases and rising sexual activity in teenagers in Africa are likely to increase the demand for sexual health products. Sexual wellness is a growing trend integrating the sexual response to health and other aspects of people’s lives. Sexual wellness is more about wellness than sex. The goal is to normalize the conversation, especially regarding health, so that we can better understand our bodies and relationships.
The rising awareness about the sexually-transmitted diseases in Africa and availability of a wide range of sexual items, with an increasing focus on customization of condoms, as well as their packaging according to consumers’ requirements, is expected to support the market growth.
RESTRAINTS
Increasing Side effects with latex condoms and penetration devices
Raw materials and ingredients, such as rubber, plastic, latex, and nitrile, used in products come in direct contact with skin. Some sex toys can cause severe burning, itching, and other complications, as they may contain harmful toxins and chemicals such as phthalates and parabens. Moreover, lubricants used on them can also contain chemical components that can increase the risk of STDs. Therefore, consumers are raising concerns regarding the safety of these products. Women are more likely to experience symptoms of a latex condom allergy than men. If you react to latex gloves, your hands may itch or feel irritated. Latex condoms may trigger a more severe reaction because of the sensitivity of vaginal mucus membranes. It’s easier for latex to enter your bloodstream through mucus membranes than through regular skin. Swelling and itching are common symptoms of a latex allergy. If the latex enters your system, you may have a more severe reaction, which can include: trouble breathing, swelling in your throat, in severe cases, anaphylaxis, and a life-threatening allergic reaction. It is well advised for people with latex allergies to switch to synthetic condoms. The reason for the issue is claimed to be talc, a dry lubricant that is used on the surface of condoms. Various research studies have linked talc to ovarian cancer and fibrosis in fallopian tubes, thus making the woman infertile.
Lack of awarEness and less availability of correct sources of information
Sexually transmitted diseases are a major health problem, affecting mostly young people in South Africa. Reproductive health awareness is an educational approach that is both relevant and sensitive to many communities' existing sexual and reproductive health needs and concerns. Sexual well-being is important because it has been proven to be associated with increased happiness. One important way that you can cultivate sexual well-being is by working on your 'sexual mindfulness. According to WHO, Sexual health is fundamental to the overall health and well-being of individuals, couples, and families, and to the social and economic development of communities and countries. Sexual health, when viewed affirmatively, requires a positive and respectful approach to sexuality and sexual relationships, as well as the possibility of having pleasurable and safe sexual experiences free of coercion, discrimination, and violence.
Lack of awareness about sexual hygiene, sexual protection items, and less availability of correct sources of information are expected to restrain the growth of the sexual wellness market.
OPPORTUNITIES
Growing demand from potential consumers
The involvement of women in discussions about the body and sexuality has increased as a result of shifting consumer attitudes and exposure to various sexual wellness products. The most passionate buyers of these products are young women. In 2015, it was projected that more than 75% of young women have tried out sex toys and other advanced products available on the market.
In addition, female baby boomers are contributing to an increase in the sales of items for sexual wellness. Older women are likely to be interested in natural personal lubricants, organic and natural items like vaginal tightening creams, and nutritional supplements for sexual stimulation. Two out of five older consumers, particularly women, are enthusiastic about fetish toys available in the market. In addition, the availability of these products in specialty stores, online stores, and drugstores has increased. “With the growth in e-commerce retailers, there has been a record increase in older female consumers buying these products online.
Significant demand for sexual wellness products like vaginal creams, supplements for sexual stimulations, and varieties of sex products in the young and adult age group of customers, act as an opportunity for the market players to grow the demand for sexual items in the market with some new innovative ideas and products.
Significant increase in the number of sexual wellness initiatives undertaken by various companies and organizations
Sexual wellness initiatives promote awareness about the importance of sexual health using sexual wellness products such as erotic lingerie, condoms and contraceptives, and sex toys. Campaigns to raise awareness about sexual health issues also encourage people to practice safe sex.
Sexual awareness and wellness initiatives, along with crowd funding campaigns, are expected to drive the growth of the sexual wellness market.
CHALLENGES
STIFF COMPETITION AMONG MARKET PLAYERS
The market for sexual health products is fragmented and served by companies using diverse business methods. There are various distinct brand archetypes, such as high-end male sex toys, low-cost male sex toys, and economical sexual health brands. The market has shifted over time as wellness-focused products have become more popular. This trend has been accelerated in recent years by the market entry of various new businesses focused on sexual wellness.
Brands differentiate themselves within the wellness market by their product selection, method of distribution, use of online media, and social media presence. While some manufacturers concentrate on particular categories of toys, others offer a wide selection of sexual wellness products for women, men, and couples. Products, for example, vibrators, are differentiated across a number of characteristics, including weight, time to charge, vibration options, colors, and remote-control access, as well as by price.
Most brands sell through direct-to-consumer platforms, Amazon, and sexual wellness clinics. At the same time, some have a wider selection at other online and physical retailers (including pharmacies, beauty specialists, and department stores). Brands receive a diverse range of website traffic depending on the focus of their distribution tactics and length of time on the market. Even though many brands have a significant social media presence, the majority of this traffic comes from search or direct methods. Recent sex toy purchasers show a high affinity towards brands. For most brands, over 70% of their customers love or like them.
sexual and reproductive health taboos hamper the market operation
South Africa has the world’s highest rate of people living with HIV. General knowledge about it is low and young people do not know how to protect themselves and don’t have enough knowledge about sexual wellness products. Religious and cultural taboos hamper the sexual health and education of the people. A major factor is the lack of sex education in schools, even though it is a mandatory part of the curriculum to provide and be aware of sexual health sex education. So open communication about sex is necessary in order to combat HIV in South Africa.
Sex education and talk about sexual activities are still one of the biggest taboo topics in African societies. Sexual health conversations remain hidden behind the closed doors of the bedroom. In this sexually confused culture, little to no attention is paid to understanding and embracing one’s sexual wellness, which would be expected to be a major challenge for the sexual wellness market.
Recent Developments
- In January 2022, Karex CEO Goh Miah Kiat announced that condom manufacturing plants in Malaysia and Thailand are running at near capacity as global orders rebound. In COVID lockdowns, the demand for dented condoms is at its peak.
- In October 2021, Biofilm Inc. announced the latest addition to its line of personal lubricants: ASTROGLIDE QUIVER Liquid. The water-based lubricant provides a touch of extra playful sensation and magic to enhance pleasure, whether you are with a partner or solo. This expansion helps the organization generate more revenue.
Africa Sexual Wellness Market Scope
Africa sexual wellness market is segmented into products, application, end user, and distribution channel. The growth among segments helps you analyze niche pockets of growth and strategies to approach the market and determine your core application areas and the difference in your target markets.
BY PRODUCTS
- Sex Toys
- Condoms
- Contraceptives
- Lubricants & Sprays
- Erotic Lingerie
- Pregnancy Testing Products
- Others
On the basis of products, the Africa sexual wellness market is segmented into sex toys, condoms, contraceptives, lubricants & sprays, erotic lingerie, pregnancy testing products, and others.
BY APPLICATION
- Sexual Dysfunction
- Pregnancy Protection
- Female Hygiene
- Sexually Transmitted Disease
- Others
On the basis of application, the Africa sexual wellness market is segmented into sexual dysfunction, pregnancy protection, female hygiene, sexually transmitted disease, and others.
BY END USER
- Men
- Women
- LGBT Community
On the basis of end users, the Africa sexual wellness market is segmented into men, women, and LGBT communities.
BY DISTRIBUTION CHANNEL
- Specialty Stores
- Drug Stores
- Hypermarkets & Supermarkets
- Online Stores
- Others
On the basis of distribution channel, the Africa sexual wellness market is segmented into specialty stores, drug stores, hypermarkets & supermarkets, online stores, and others.
Africa Sexual Wellness Market Regional Analysis/Insights
The Africa sexual wellness market is analyzed, and market size information is provided by products, application, end user, and distribution channel.
The countries covered in this market report are South Africa, Egypt, Ethiopia, Nigeria, Kenya, Uganda, Tunisia, and Rest of Africa.
- In 2022, The Africa sexual wellness market is expected to grow due to growing incidences of sexually transmitted diseases and rising sexual activities among teenagers.
The country section of the report also provides individual market-impacting factors and changes in regulation in the market domestically that impact the current and future trends of the market. Data points such as new sales, replacement sales, country demographics, regulatory acts, and import-export tariffs are some of the major pointers used to forecast the market scenario for individual countries. Also, the presence and availability of Africa brands and their challenges faced due to large or scarce competition from local and domestic brands, and the impact of sales channels are considered while providing forecast analysis of the country data.
Competitive Landscape and Africa Sexual Wellness Market Share Analysis
Africa sexual wellness market competitive landscape provides details by competitor. Details included are company overview, company financials, revenue generated, market potential, investment in R&D, new market initiatives, production sites and facilities, company strengths and weaknesses, product launch, product trials pipelines, product approvals, patents, product width and breath, application dominance, technology lifeline curve. The above data points provided are only related to the company’s focus on the Africa sexual wellness market.
Some of the key market players for the Africa sexual wellness market are Reckitt Benckiser Group PLC, Church & Dwight Co., Inc., Veru Inc., Karex Berhad, TTK, Bayer AG, Maude Group, Inc., Unbound Babes, Bijoux Indiscrets, BioFilm IP LLC, Hot Octopuss, Polyurethane condom manufacturer, and LELO iAB, among others.
Research Methodology: Africa Sexual Wellness Market
Data collection and base year analysis are done using data collection modules with large sample sizes. The market data is analyzed and estimated using market statistical and coherent models. In addition, market share analysis and key trend analysis are the major success factors in the market report. The key research methodology used by DBMR research team is data triangulation which involves data mining, analysis of the impact of data variables on the market, and primary (industry expert) validation. Apart from this, data models include the Vendor Positioning Grid, Market Time Line Analysis, Market Overview and Guide, Company Positioning Grid, Company Market Share Analysis, Standards of Measurement, Africa vs Regional, and Vendor Share Analysis. Please request an analyst call in case of further inquiry.
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