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While still a relatively small piece of the overall intimacy health offerings, sales of intimacy enhancement devices continue on an upward trajectory, reaching $15.5 million in overall sales on 21.8% growth for the 52 weeks ended June 10 across food, drug and mass (excluding Walmart), according to SymphonyIRI Group data.
The lion’s share of those device sales — predominantly personal massagers and vibrating rings — still goes to Church & Dwight under the Trojan brand, which has 66.1% dollar share of the market. Durex, managed by Reckitt Benckiser, follows with 30.2%.
But there are products on the horizon that may challenge those positions. In the third quarter, RH Labs will be launching a line of intimacy health products with Laura Berman, a very well-known sex and relationship expert. “Dr. Berman’s line is unique in that it’s the first publicly endorsed line of personal massagers,” stated Joshua Maurice, president of RH Labs. “There’s nobody else in the world with her reputation or her expertise, so her support gives these products a huge competitive edge over other brands in the marketplace.”
Intimina is coming to the retail pharmacy space with phase two of its intimacy health launch plans. Phase one represented intimacy health devices, including pelvic floor exercisers that could be used to address urinary incontinence, among other women’s health needs. And phase two features a line of products addressing a woman’s menstrual cycle.
“With the launch of the menstrual care line, women now have effective, drug-free options to ease the burdens this time of the month brings,” commented Donna Faro, Intimina director of sales. “This new line boasts innovative products that cater to every menstrual need — from protection to pain relief to specially formulated intimate cleansers.”
The addition of menstrual health products to the Intimina lineup maintains the focus on “health” within intimacy. “Society is not only more open and knowledgeable about [intimacy health] benefits, but also [people are] far more willing to accept intimate well-being as integral to a woman’s health as a whole,” Faro said. “Walgreens, CVS and Drugstore.com have very much been trendsetters in this regard, stocking these products online before the move to integrate them into regular store settings. And given the tastefulness and discretion of the products themselves, the positive response they have received has come as no surprise.”
The article above is part of the DSN Category Review Series. For the complete Intimacy Health Buy-In Report, including extensive charts, data and more analysis, click here.