The supplement industry is big business. In 2024, Future Market Insights estimated it to be valued at $74.3 billion, and other market research firms anticipate that number will grow to upwards of $170 billion in just 10 years.
This is partly because consumers are hungry for non-prescription, non-pharmaceutical support for health and wellness — especially in the U.S., where access to traditional medical care is limited and trust in health care systems is declining. People are finding ways to take an active role in their personal care and gain a sense of agency over their mental, emotional and physical well-being.
Supplements cannot take the place of medical care and are not meant to cure ailments or illnesses.
For some, that means purchasing health aids they can use at home, including supplements. The challenge, of course, is accurately identifying brands and products that aren’t simply taking advantage of this growing demand.
The adult industry is not immune to this supplement explosion. We have seen our fair share of sexual enhancement pills and shots making — and breaking — big promises. No matter how much consumer education stores might offer, we know that there will always be a market for products that cater to the common insecurities, uncertainties and challenges people have around sex.
Let’s talk about how adult stores can serve these customers, while staying aligned with their ethical values.
Not New, But Improved
Sexual enhancement supplements have earned a less-than-favorable reputation over the last few decades and created a mess of snake oil, false promises and unidentified ingredients. These kinds of products rely on lofty claims that hook into consumers’ fears and desires. At best, the products don’t do much of anything and leave users disappointed with a lighter wallet. At worst, the products end up being downright dangerous and sending users to the ER with migraines and heart palpitations. Despite this reality, the target audience for these products remains curious, eager and ready to buy.
Over the last five years, both consumers and manufacturers have begun wising up to this. While classic gas station “boner pills” still exist, and probably always will, newer and more modern sexual enhancement supplements have entered the market, offering libido, erection and arousal support — and full ingredient lists available online. They come in the form of gummies, chocolates and even topical serums that let users target specific parts of the body, completely bypassing the digestive system.
I see this as the next generation of sexual enhancement supplements, with an opportunity to make genuine change in this product category.
The Adult Retail Connection
At some point in their lives, most people experience concerns about their bodies. Either our bodies are not feeling or functioning the way we think they should, or we believe that our sex lives could or should be better. This isn’t going to change anytime soon, and it’s a big reason why sexual enhancement supplements have thrived.
Sometimes we hear brands or influencers touting supplements as a replacement for, or even superior to, pharmaceuticals. I consider this a red flag, and not the kind of marketing that comes from a reputable or reliable source — but it is effective. That’s in part because of consumers’ complicated relationships with the medical system, doctors and the various prescriptions they’ve been given throughout their lives with varying results. It’s also effective because while there are several different pharmaceuticals for erection difficulties, there is almost nothing available for women or anyone with a vagina in need of arousal support. And what is available tends to have low effectiveness rates.
This combination of a desire for self-improvement and skepticism about mainstream options has historically led people toward adult retail.
Supplements cannot take the place of medical care and are not meant to cure ailments or illnesses, but they are an accessible source of hope, agency and even pleasure for countless people. I encourage adult retailers to keep this in mind when deciding whether to offer sexual enhancement products or supplements: Consumers are going to purchase them from somewhere, so why not be a trusted source where they can find the highest-quality options, potentially also with some sex toys and education on the side?
For adult retailers, one business advantage of stocking supplements on your shelves is that they are consumables, something shoppers will inevitably need more of. Gummies or serums, for example, will run out far sooner than a vibrator, stroker or flogger will need to be replaced. They also make for fantastic impulse buys and upsells that complement the higher-ticket items shoppers may have originally come in for.
What to Know When Stocking Supplements
As with any product, when considering sexual enhancement supplements, it’s essential to bring in quality items from brands that shoppers can trust. With so much snake oil out there, and products with mysterious “proprietary blends” that don’t disclose their full contents, this can feel like a tall order — but it’s possible. Here are some points to consider along the way:
- What is going on behind the scenes? Supplements often don’t have the kind of clinical research or trials behind them that pharmaceuticals do, but many companies engage in self-regulation — something the adult industry is quite familiar with. Look for companies that have doctors or medical providers involved in the formulation process, or at least have them as public-facing resources.
- Where are the products made? There are many ways to manufacture supplements, and many places to do it. If there is concern about ingredients or quality control at the factory, look for brands that manufacture in the U.S.
- What exactly is in the products? It is common for companies to be vague about the “natural ingredients” that are supposedly in their products. If they are not transparent or willing to share their full ingredients list, keep looking. Refusal to disclose ingredients, even when done to guard company secrets, is not a good sign.
- Whom can you talk to? Companies making these products need to have customer service, brand ambassadors or accessible representatives who can be available to answer questions and talk to stores. Any supplement brand worth considering should be reachable and available for this, especially because that is the most effective way to ensure store staff fully understand how to sell them — and how not to.
- Can you test them out? Most storeowners or buyers try vibrators, lubes and other pleasure devices before they consider bringing them in, and same goes for sexual enhancement supplements. If a supplements brand isn’t willing to send free samples so that stores can see how they work before stocking them, move on until you find one that does.
Ready to Get Into the Market?
When it comes to supplements, the market is only getting bigger. That can be good news for your store. Here is a summary of ways that you and your shoppers can benefit from the supplement boom:
- Seek out manufacturers that self-regulate, are transparent about their ingredients and work with medical professionals.
- Make sure your staff is knowledgeable about the supplements you stock, so they can readily help shoppers find what they need.
- Supplements make for great add-ons and upsells, so be sure to create eye-catching displays that showcase complementary products of varying price points.
- Harness the power of impulse purchases. Some marketing research suggests that people are almost 10% more likely to purchase supplements on impulse in brick-and-mortar than when shopping online. Don’t forget to display your supplements by the point of purchase.
As more supplements become available, it is vital that retailers remain vigilant about sourcing and stocking safe, high-quality options. By doing that and making sure those options are readily available, you can be a trusted source for your shoppers while boosting your own bottom line.
Rick Magana is CEO of sexual enhancement brand Matrix Vibes, and has worked passionately to develop non-pharmaceutical solutions to common health concerns since 2018. He specializes in matching powerful natural ingredients with cutting-edge delivery technology to give consumers safer, faster and healthier results. Learn more at MatrixVibes.com.
