The sexual enhancement market is undergoing significant expansion, moving beyond traditional pills to include a wider array of formats and addressing a broader spectrum of consumer desires beyond just performance. This evolution presents new opportunities for adult specialty retailers, though it also brings increased scrutiny regarding product transparency and regulatory compliance.

Evolving Product Landscape

For decades, sexual enhancement products primarily consisted of pills focused on stamina, often marketed with themes of masculinity and performance. This landscape is now diversifying, with traditional pills sharing retail space with gummies, chocolates, drink mixes, mushroom blends, mood-oriented supplements, botanical teas, THC products, and fragrances designed for attraction and confidence. Products are being marketed not only for sexual performance but also for desire, relaxation, focus, emotional connection, and mental presence.

Jessica Sav, vice president of sales and marketing at Full Circle Brands, notes that while gummies and chocolates are approachable, pills and honeys remain strong sellers in sexual enhancement. She states that these formats are familiar to many shoppers, making them easy to understand and recommend. Honey, in particular, has gained recognition due to its portability, disposable design, and presence outside adult stores. Shot drinks also have a place in the category for quick consumption, but pills and honeys continue to lead for many retailers.

Katie Enright, founder of Lavinia, observes a similar trend, with excitement shifting towards formats that feel less clinical. She states that pills are still the most familiar, but chocolate feels indulgent, honey packs are portable and visible on social media, and shots are convenient. Gummies, already common in mainstream supplements, reduce psychological barriers for consumers. Lavinia’s Kinky Bites, for example, combine hemp-derived Delta-9 THC with horny goat weed, maca root, and longjack, with clear THC labeling. Boaz La Bleu, vice president of distribution for Sugar Splash, notes that candy-like products make the experience more fun and playful.

Sugar Splash offers products like 9Pines, a pineapple-based shot designed to alter taste during oral sex, along with taste-changing tablets and mouth-watering mist. The 9Pines product is described as a blend of pineapple, cranberry, mango, papaya, and cinnamon, presented as a shot or cocktail mixer. This expansion of "enhancement" moves the conversation beyond functional problems to occasions, sensations, or desired moods.

Consumers are also becoming more specific. Sav states that shoppers seek products to enhance pleasure and improve sexual performance, which can mean arousal, desire, stamina, heightened sensitivity, or an intense overall experience. Enright frequently hears desire, sensation, and connection mentioned, alongside stamina and orgasm intensity. She adds that shoppers are becoming more realistic and skeptical of products promising instant, guaranteed results, preferring products that fit naturally into an intimate evening.

This evolution allows companies to compete on factors beyond potency, including flavor, portability, portion size, presentation, ingredient transparency, and celebrity associations. Hip-hop artists have entered the space, with Sexyy Red lending her name to sexual enhancement honey and gummies distributed by Doc Johnson. 6ix9ine’s Sex9ine line includes gummies, chews, and honey for men and women, and Master P promotes his No Limit 69 gummies.

Beyond Performance: Mood and Wellness

A significant conceptual shift is the expanding gap between "enhancement" and "erection." Stress, distraction, fatigue, and mental overload are now part of the industry's conversation about intimacy. This allows retailers to consider products that do not directly target genital response but appeal to shoppers seeking a better experience.

Josh Whitaker, co-founder of Happy Mind, states that stress and mental overload are major barriers to intimacy, leading consumers to seek products that help them unwind, be present, and reconnect. Happy Mind focuses on mood and mental experience, with products like Cognitive Flow, Synaptic Surge, and Happy Hits, offering various dosage options. Whitaker views mood and conventional sex enhancement as complementary, with Happy Mind supporting anticipation, openness, and emotional connection. Happy Mind’s sister brand, XXXTABS, offers intimacy-oriented His and Hers formulas, addressing both mood and physical experience.

Cam Jennings, owner of Daddy’s Counterculture Outlet in Las Vegas, sees potential in mood-oriented products, noting that they can improve overall experiences, including sex. However, Jennings states that adult retailers have been cautious about broadening their ingestible offerings, partly due to past experiences with fast-growing consumable categories like kratom derivatives.

Mood products are also addressing specific life-stage needs. Michael Ives, owner and CEO of Jam Pax Distro, points to Aura BITEsx Menopause gummies, which include ginseng, ashwagandha, vitamin B6, reishi, L-theanine, magnesium citrate, vitamin D3, and passion flower extract. This line emerged from requests for menopause-focused products, extending the enhancement conversation into broader sexual wellness. Mark Bauman, president of Media Reps, states that TupiTea was developed as a beverage rather than a pill, using botanicals like muira puama and catuaba. Bauman notes that tea is a familiar daily ritual, making it an approachable entry point, and its powder format allows use in shakes, attracting different consumers.

Transparency and Regulatory Scrutiny

As the category expands, concerns about product contents persist. Jennings argues that identical branding has not guaranteed identical formulas for products like Rhino capsules, noting that products with identical labels and packaging can differ across sales channels. He states that consumers expect consistency, but the enhancement industry is far from meeting that standard. Jennings emphasizes that the "proprietary blend" nature of these products places the burden on the brand name to ensure safety and efficacy.

Regulatory attention on adjacent consumable categories, such as the DEA’s intent to place certain kratom-related substances into Schedule I, is increasing scrutiny on enhancement products. Jennings warns that the industry, which has "flown under the radar for 30 years," is now too widespread and popular. He suggests that third-party testing for contaminants like heavy metals or pesticides could expand the market. Jennings highlights Doc Johnson’s distribution of the Rhino brand as a test case for standardization, noting their emphasis on third-party testing and brand protection.

Enright stresses that customers should have access to complete ingredient lists, cannabinoid amounts per serving, clear directions, and current third-party lab results. Briana Watkins, CEO of Wild Brands, advises brands to moderate their language and educate customers rather than make exaggerated promises. Oliver "Buddy" Byington, co-founder and CEO of NexEros, believes the future lies in credibility, transparency, and building trust through repeated experiences rather than sensational claims.

For retailers, due diligence is becoming crucial, including verifying brand ownership, company contacts, production location, lot traceability, accessible lab reports, and packaging features like serialized QR codes and anti-counterfeit markers. Jennings also states that public presence at B2B events like XBIZ, with brands standing behind their products, builds retailer confidence.

Key Facts

  • The U.S. sexual wellness market is projected to reach USD 20.1 billion by 2030, growing at a CAGR of 7.91%.
  • Sex toys held the largest market share in 2022 and are expected to see the fastest growth.
  • E-commerce dominated distribution channels in 2022.
  • Pills and honeys remain the strongest sellers in sexual enhancement, despite the rise of gummies and chocolates.
  • Regulatory scrutiny on adjacent consumable categories is increasing pressure on the enhancement industry for transparency.
  • Pheromone fragrances, like those from Eye of Love and PheroStrong, are marketed as personal care products first, with attraction claims as a secondary benefit.