Growth of the Natural Sexual Health Market

Nutritional products for sexual health—not an easy market to characterize and, unfortunately, one that has generally been defined by outliers spiking their Internet-only concoctions with pharmaceuticals. However, the topic of sexual dysfunction is a major one, and consumers are increasingly willing to explore natural treatment options. Add in consumers looking for a more natural way to increase libido or enhance their intimate relations, and the potential market explodes.

“The sexual health and sexual dysfunction market is a robust and growing one, given the aging population and concerns about side effects from pharmaceutical products,” noted Randi Kindem Sprunk-Jansen, vice president, Sprunk-Jansen. “What was once considered taboo is now socially acceptable.”

Addressing sexual health is of major importance, considering its societal prevalence. A study out of the University of Chicago reported 43 percent of women and 31 percent of men experience sexual dysfunction, which found social and psychological factors and medical problems influence sexual dysfunction (JAMA. 1999 Feb 10;281(6):537-44). Further, it is estimated that 22 percent of men have moderate or severe erectile dysfunction (ED), with greater probability linked to increasing age across race and ethnicity (J Sex Med. 2007 Jan;4(1):57-65 Epub 2006 Nov 1).

This has translated to increasing sales for natural alternatives. Since 2001, sales of supplements marketed as natural sexual enhancers have risen to $398 million in 2006, including herbal mixtures, according to estimates by Nutrition Business Journal, reported by The Canadian Press(Nov. 13, 2007).

There are several factors driving these sales, noted Rod Tallman, CEO of Life Span Labs. “Aging baby boomers are growing in number and refuse to be defined by their age,” he said. “They are more health conscious, have more expendable income, are more often single, and are more interested in maintaining a healthy active sex life much later into life than any previous generation. Also, ED drug marketing has created massive awareness and acceptance of taking a pill to deal with male sexual performance issues. This awareness is ubiquitous in our society and has moved the discussion from the bedroom to the living room. This has been referred to as the second sexual revolution.”

Sprunk-Jansen added while the awareness is growing due to the breadth of marketing for ED drugs, “The overall sexual health market for natural products is growing because there are a number of people who cannot, or choose not to, take pharmaceuticals.”