How the internet led to the rebirth of wellness brands – Brandwagon News

global sex toys market According to a report by Spherical Insights & Consulting, the market size is expected to grow from $34.95 billion in 2021 to $75.73 billion by 2030, at a compound annual growth rate (CAGR) of 12.97%. In this report, the post-COVID-19 market has flourished. The global market for sex toys is valued at 1,482 million units by 2021 and is projected to increase to 3,508 million units by 2030. Additionally, the sex toy market grows at an average annual rate of 18%, doubling approximately every eight years. .

Certainly, the conversation about sex toys doesn’t end there. vibrator There are also a number of other products such as dildos, penis rings and sex dolls, with an average price of around Rs 2,500.In addition to this, brands available in India teeth Sanghya Project, That Sassy Thing, My Muse, Leezu’s, Besharam, Love Treats, Among other things.What is interesting is that the industry Experts note that the company prefers to call its products massagers and refrains from listing them as sex toys.

Let’s map the market!

In India, most of these products are purchased by men, but the recipients of the products are women. “Massagers are used by everyone, regardless of gender. However, since the analysis provides data in binary form, we can see that the proportion of customers is 55:45 for women and men respectively. Our brand is very actively supported by people in the queer community and we’ve created a repository of content with all genders and sexualities in mind,” said Sachee Malhotra, founder of That Sassy Thing. explained. Similarly, MyMuse co-founder Sahil Gupta said the brand has six massagers for vulva owners, catering to different stages of their intimacy journey. Ta. Among the massagers, the company claims that the “massager for vulva owners” is the most in demand.

Moreover, in a world so diverse, it is interesting to note that some brands are developing genderless massagers. for example, PyariLeezu’s clitoral stimulator works as both suction and vibration, and can also be used on the nipples and scrotum. “The binary framework of “biological sex,” which many of us assume are “natural” classifications of “male” and “female,” and that men and women are completely different categories, “The idea that people are determined solely based on the presence or absence of a vagina or a vagina,” Managardas explains, adding that people can be identified as male, female, trans, nonbinary, genderfluid, or agender, regardless of what genitals they have. He added that there is a possibility that he could be recognized as such. Therefore, the toy is not only intended for straight or single people, but can also be used by people with diverse sexual orientations and relationship structures.

When it comes to distribution, most of these brands typically operate through a direct-to-consumer (D2C) model, in addition to the other two major distribution channels: third-party e-commerce and quick commerce. Leezu’s founder Leeza Mangaldas said, “Leezu’s is currently only available D2C, but we hope to expand to select marketplaces and perhaps eventually retail stores.”for that cheeky thing, The company claims that D2C accounts for 85% of its revenue, with the remaining 15% coming from third-party e-commerce platforms. “We sell pan-India products to more than 220 cities and also offer same-day delivery in Delhi-NCR, Mumbai and Bangalore. We also have stores in Nykaa and Amazon., Swiggy MINIS, Tata 1MG, etc.,” Malhotra added. Meanwhile, Shweta Sangtani, co-founder and CEO of Sangya Project, believes that while products such as supplements, condoms and lubricants can be sold in brick-and-mortar stores, sex toys cannot.

marketing!

Although it is a traditional ad format, is off-limits, but most of these brands claim that Instagram is playing that role. In fact, Leezu’s founder Leeza Mangaldas, who has been a content creator for about seven years, believes this is a social-first brand and an extension of her work as a sex education content creator. “Social media is where I built my community, and my social media handles are the first place my community learns about what I’m building at Leezu. On social media platforms, search engines, and e-commerce marketplaces. , the red tape surrounding sex, sexuality, and sexual health continues to increase. and promotion of sexual wellness products. Unfortunately, this is something all brands have to avoid,” Mangaldas added.

However, in the case of the Sangya project, influencer marketing and surrogate advertising both serve different purposes. “While surrogate or performance marketing is the best way to drive ongoing and immediate sales, influencer marketing helps people learn about your brand, gives it legitimacy, and helps your brand grow. , and that leads to sales at a later stage,” Santani said.

Roll over ROI…

Brand owners believe that creating a category is the first step in generating return on investment (RoI). As a result, his first two years are spent categorizing the product and building brand awareness. “This category of advertising is not easy because there are so many restrictions, but we have been experimenting and it has worked. Shared with humor. And they did it without being vulgar or talking about sex. This appealed to a large audience across tier 1, tier 2 and tier 3 markets,” said Mr. Gupta.

Meanwhile, the co-founders of Sangya Project are of the opinion that advertising in this space has its challenges but can go a long way. The pair believe that over time, more brands will be able to advertise openly, thereby increasing their return on advertising dollars.

A sexy future?

Industry experts believe the market in this area will grow in the coming years as sexual health and pleasure becomes more gender-equal, inclusive, and accessible to all. “Our goal this year is to strengthen our omnichannel presence and expand our distribution operations nationally. We are planning various products and campaigns to increase brand awareness.” Mr.Gupta said.

For Aashish Mehrotra, co-founder and COO of the Sangya project, the technical implementation and expansion of sex toys is yet to materialize. “We have only scratched the surface of what the term sextech can encompass. “We are a sextech brand that aims to push the boundaries,” he added.

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