The global sex toy industry has been heating up for years, with projections calling for the global market to more than double to $72 billion by 2029. And while that valuation tees up an easy “that’s a lot of vibrators” joke, the point here is that the very ubiquity of these products is nothing to blush about. This shift is the latest in the years-long evolution to destigmatize pleasure. The growing understanding that sexual wellness is a component of general health isn’t just reflected in year-over-year industry growth and personal-nightstand inventories: In 2023, you can expect a normalization of in-store shopping for sexual-wellness products. With inventory increasingly available at mainstream retailers like Target, Rite Aid, Walgreens, and Neiman Marcus, you’ll be able to snag a vibrator with your mascara, prescriptions, and grocery haul.
“Consumer demand, appetite, and comfortability with sexual health and wellness, including devices [is there], and we've seen it shift really quickly in the last two years,” says Mitch Orkis, founder of sexual wellness brand Cake, which was founded in June 2020 as a direct-to-consumer (DTC) online retailer and expanded into big box stores (both online and brick-and-mortar) for the first time in 2021, first launching at Walmart and then this year in Target and CVS. “Retailers are acknowledging [the need for an in-store presence], and they understand that there's a lot of money to be made bringing in products that people actually want to be buying,” Orkis says. Thanks to in-store success (Orkis says Cake products often sell out), Cake will further expand its shelf space in 2023.80%
Sex toy brand Satisfyer, meanwhile, launched in-store at Rite Aid in late 2020. Since then, the brand has increased its distribution at the pharmacy by 150 percent and dollar sales have increased by 80 percent, Stephanie Trachtenberg, Satisfyer’s director of marketing and public relations, tells us. Satisfyer currently has five products available at Rite Aid and is looking to grow—at Rite Aid and elsewhere. “We certainly believe there’s opportunity here [to expand product offerings in-store], and are continuing conversations for potential new mass retailer partnerships and expansion,” says Trachtenberg.