In recent years, the conversation around sexual wellness or sexual health has become more open and mainstream in Europe. This cultural shift has led to a surge in demand for consumer health and beauty products designed to promote health, improve overall wellbeing, and reduce stress and tension. The switch of tadalafil (a drug used to treat erectile dysfunction) from prescription (Rx) to over-the-counter (OTC) status in several European countries, such as Norway, Poland and the UK, demonstrates a consumer need and therefore a market opportunity that could be replicated in other European markets.
The switch of tadalafil products from Rx to OTC suggests that a wave of similar switches in the sexual health sector may be on the horizon. It could potentially affect therapeutic categories that have not previously been considered for OTC availability, as well as hormonal contraception, which is mostly on prescription in Europe. At the same time, it creates opportunities for other OTC products aimed at improving female and male sexual health. It is expected that the major OTC brands will have room for innovation, experimenting with sexual health elements to existing brands and launching new products.
Changing social attitudes and an increasing focus on self-awareness
One of the key drivers of the sexual wellness market is the changing attitudes towards sex and sexual health. Today, Europeans are more aware of the importance of taking care of their physical and mental health, including their sexual health. As a result, there is a growing demand for products and services that promote sexual health and wellness, such as dietary supplements for potency.
Sexual health supplements grew by 7% in countries such as France and the UK in 2023, while men's supplements saw double-digit growth in countries such as Romania and Lithuania
Source: Euromonitor International
Dietary supplements designed to improve sexual performance have become increasingly popular in recent years. These can be tablets, pills or syrups containing ingredients such as L-arginine, ginseng or guarana, which can improve blood flow and boost libido. However, they are rarely backed up by anything other than folk wisdom or general claims of “increased energy”. Another, if not the most important, driver for male enhancement products is the prevalence of erectile dysfunction (ED) among male consumers in Europe. According to “The global prevalence of erectile dysfunction” by A Kessler et al, the prevalence of ED in Europe is up to 76.5%. Although it varies from country to country, it is important to recognise that it affects people in every market.
Supplements targeting sexual health are gaining popularity as an increasing number of individuals seek natural ways to enhance their wellbeing and intimate experiences. Products such as Endless Libido from Sway or Active Men from Serotalin are designed to boost libido and increase potency. Other supplements are becoming increasingly sought-after, such as Hormonal Balance for women from nu3 that improves hormonal balance, Nature’s Craft Fertility booster for males, or Eu Natural Conception Female Fertility that supports reproductive health. This trend is driven by a combination of factors, including heightened awareness of sexual wellness, a proactive approach to personal health, and the influence of global wellness movements. As discussions about sexual health become more mainstream and destigmatised, the demand for these dietary supplements is expected to rise, offering significant growth opportunities for brands that prioritise quality, efficacy, and education in this space.
The future of sexual wellness is expected to grow
The expansion of the sexual wellness market is a positive development, reflecting changing attitudes to sex and sexual health and an increasing emphasis on self-care and wellness. Factors such as the high concentration of suppliers and the growing number of consumers of sexual wellness products in European countries are important factors driving growth. In addition, the growing number of government initiatives to spread awareness of sexual wellbeing is considered one of the trends in the sexual wellness market that will drive demand in the coming years. As the market continues to evolve, it will be important for companies and entrepreneurs to stay abreast of emerging trends and opportunities, and to develop products and services that meet the needs and preferences of an increasingly diverse and demanding consumer base.
Sexual health products entering the OTC space remains ripe with opportunities for expansion. Big players are looking for opportunities and creating effective products backed by science. Small companies, driven by challenges, are trying to out-innovate the big players by adopting a science-based approach and gaining consumer trust. The introduction of new products and research and development among key companies and the easy availability of items through the growing e-commerce industry will be the most important factors for market growth.
For a deeper dive into women's health at different life stages, read our report, The Rise of Women’s Health: Innovation and Inspiration in Consumer Health.