a collection of different types of sextoys, including dildo, vibrators and butt plugs over a dark wooden surface

(Note: This story appears in the December issue of STOREROTICA Magazine)

*Story by Dr. Sunny Rodgers

Clinical sexologist Sunny Rodgers details three powerful sex toy consumer trends and five retailer opportunities to take advantage of in 2021.

Throughout 2020, I’ve had the insightful opportunity to speak with patients and clients about all things sex toys. As the end of 2020 grows near, I am able to look back and see what new topics and trends are emerging. I’ve handpicked three trends that pleasure product retailers should know about for the upcoming year.

Trend #1: COVID + Coitus
Coronavirus will remain a hot topic into 2021 with consumers looking for more ways to stay safe and connect virtually.

According to the Mayo Clinic, it’s possible to contract the COVID-19 virus from sexual activities that expose a person to fecal matter, however, there is currently no evidence that the COVID-19 virus is transmitted through semen or vaginal fluids. The virus has been detected in the semen of people who have or are recovering from the virus. They recommend avoiding sexual contact with anybody who doesn’t live in the same household.

Retailer opportunity: Safe sex

Forbes reported earlier this year that sex toy sales were skyrocketing. I predict this trend will continue.

Consumers are more germ-conscious than ever before. This means retailers will be smart to have plenty of toy cleaners available. And from talking with my patients, people are uniquely attracted to application preferences when it comes to cleaners. Sprays, foams, and towelettes are all favorites to different purchasers.

Retailers can take safety measure offerings a step further by providing UV sterilizing options, such as the b-vibe UV Sterilizer Pouch, UVee HOME PLAY, or portable UV Light Sanitizer Wands.

UV is a type of ultraviolet light, called ultraviolet light C or UVC, which is helping hospitals cut transmission of super bugs like MRSA that linger in patient rooms and cause new infections, according to a study by Duke University.

Retailer opportunity: virtual pleasure

From COVID shutdowns this year, we learned that connecting from afar was practically a necessity.

My patient conversations have led me to believe sex toys that can offer long distance virtual pleasure opportunities will remain popular. Teledildonic products that can be controlled via app or computer will allow consumers to connect when other circumstances are keeping them apart.

With ‘Zoom Sex’ foreseen to become more popular in 2021, consider sex toys controlled via app, such as We-Vibe’s We-Connect, or long-distance teledildonic products like those from Lovense or Kiiroo.

Research by Queen’s University found long distance relationships can be satisfying as long as they include intimacy, communication, commitment, and sexual satisfaction. Providing your customers with products that can bring sexual satisfaction to long distance relationships will be appreciated, as well as monetarily rewarding.

According to a Technavio research report, the global female sex toy market will increase from its 2016 value of $7.24 billion to an estimated value of $12.19 billion in 2021.

Trend #2: Masturbation for health benefits
Recent public health research is reporting that people are having sex less. With few exceptions, sexual activity showed a marked decline—especially among young men aged 18-24.

More people are looking to provide themselves with personal pleasure and many are citing beneficial health reasons. Healthline defines masturbation as a healthy, natural, and safe way to practice self-care and improve health.

According to the Boston University School of Public Health and Harvard Medical School studies, men who ejaculate 21 times or more during a one month period were less likely to develop prostate cancer.

Masturbation can help remove tension and alleviate stress—so much so that a person’s heart can be reduced to a resting heart rate for up to 12 hours after an orgasm. Masturbation resulting in an orgasm can release endorphins, which are natural stress-relieving hormones.

In 2021, more consumers will be focused on the health benefits the masturbation can provide.

Retailer opportunity: sexual wellness

Since health and wellness will be important to 2021 consumers, look for masturbation pleasure products that can also improve sexual well-being. Many manufacturers are looking to science to develop technologies that can enhance performance. This can allow your customers to be sexually ready when they do decide to engage in partnered sex experiences.

Consider items like Intimina’s KegelSmart, which creates a custom pelvic floor workout for the wearer. Or MYHIXEL, which is a clinically proven masturbation system to achieve ejaculatory control.

Speak to distributors and manufacturers to see what unique health benefits their products provide and seek education for your staff on how sexual wellness can increase sales.

Trend #3: Multi-billion dollar growth in global female toy market
I may have saved the best trend for last. According to a Technavio research report, the global female sex toy market will increase from its 2016 value of $7.24 billion to an estimated value of $12.19 billion in 2021.

Their in-depth report cited changing perceptions towards sex toys and the fact that sex toys are becoming increasingly welcome in mainstream media. Technavio shared two of their top emerging market trends for 2021 in the female sex toy sector—the rapid growth of online consumer shopping and the increase in popularity of vibrators for therapeutic purposes.

Retailer opportunity: e-commerce presence

Online shopping will remain prominent in 2021 as consumers continue to appreciate the convenience of browsing and purchasing from anywhere. E-commerce can allow retailers to improve their brand visibility and improve customer retention.

Consider a blog or social media presence to expand consumer education and knowledge of pleasure products. Create a rewards program for loyal customers. Consumers will appreciate well-educated staff who can share insightful help and information with them.

Retailer opportunity: Vibrators for good health

Vibrator use is associated with improved sexual function and being more proactive about personal sexual health.

Vibrators can help to stretch the tissues of the vagina to enable penetrative sex without pain. Vibrations can increase blood flow to the walls of the vagina promoting healing, stimulating nerves, and improving natural lubrication.

Sex toys can be helpful in the treatment of menopausal symptoms, neurological conditions such as multiple sclerosis, lack of arousal, and low libido. Vibrators provide sexual stimulation, which can be beneficial when there is decreased sexual sensation, low desire, or an inability to enjoy orgasm.

Sexual wellness educational training can benefit staff and ultimately your consumers. Visiting a free educational program, such as Williams Trading Co.’s Sexual Health and Wellness e-learning Channel for Adult Retailers (wtusexhealth.com) can boost staff knowledge and increase store sales.

What other consumer trends are on the horizon?
Let me share some further insight on some of the top overall retail trends for 2021. My research has found that virtual experiences, artificial intelligence, streaming engagement, and the growth of the digital economy will all continue to gain momentum next year.

Something for retailers to consider are virtual experiences that can bring retail, purchasing recommendations, and education to life and connect them as an online community. Netflix has already introduced Teleparty to its streaming content and more consumers are digitally exploring events online.

Personalized shopping experiences and data-driven recommendations are also becoming widespread.

It’s an exciting time for retailers as more and more consumers are looking for new ways to increase their pleasure, health, and quality of life. And there is an abundance of ways retailers can learn to capitalize on these upcoming trends.

Dr. Sunny Rodgers has a PhD in Human Sexuality, a master’s in Clinical Sexology, and is an accredited Sexual Health Educator. She is an Ambassador for the American Sexual Health Association, lecturer for the UCLA David Geffen School of Medicine, and Sexual Confidence Coach for the Marigold App. Since 2000, Dr. Sunny has helped thousands improve their relationships and experience successful intimate lives.