With drugstores, big-box stores and even supermarkets now boasting condom selections, it can be tempting for adult retailers to turn their attention to bigger-ticket items, leaving their safer-sex sections a bit anemic — or even nonexistent. Though it’s easy to see how and why this happens, it’s bad for business.
No matter what else your adult retail establishment is known for, it is absolutely imperative that you carry condoms. From public health and service, to consumer convenience, to a healthy balance sheet, there are many reasons to keep your safer-sex section well stocked.
The global condom market is growing with no end in sight, and adult stores can reap the benefits just as much as ‘mainstream’ stores.
Condoms Are Essential
The most significant factor that sets condoms apart from just about anything else adult stores carry is that, unlike vibrators and dildos, condoms are and will always be essential commodities. They are health and hygiene tools that sexually active people absolutely need and benefit from on a daily basis. The magnitude of their importance was highlighted during the height of COVID-19, when condom distribution programs were prioritized globally alongside commodities like soap.
Condoms are one of the most affordable and effective preventative measures people can take to avoid pregnancy and the transmission of STIs, and today’s safer-sex-aware consumers generally consider them a must-have. A recent report from Market.us states that the global condom market accounted for $7.1 billion in 2022, and Emergen Research estimates that it could reach upwards of $20.67 billion by 2030.
The researchers attribute this growth to several factors, including increased availability via online retail, and highlight the impact of rising awareness about STIs and safer-sex practices among adolescents. This is the next generation of adult retail shoppers. A report from Grand View Research anticipates that growing awareness and demand from aging baby boomers concerned about STI prevention will also contribute to this growth.
Another important factor contributing to growing condom sales and awareness in the U.S. is a heightened focus on pregnancy prevention. With new limits throughout the country on access to birth control and emergency contraception, as well as safe and legal abortion care, condoms have become one of the only truly accessible methods of preventing pregnancy while enjoying certain kinds of sexual activity. It would be a disservice for our industry not to respond to this need.
Small Prices, Big Sales
Condoms are physically small items, and take up minimal floor space. While they have low price points, their profit potential is huge. Unlike massagers, strokers or even lube, condoms are one-time-use consumables. Plus, their accessible pricing encourages impulse and add-on purchases and almost guarantees repeat sales.
That profit potential really soars with premium non-latex offerings, such as condoms made of hypoallergenic polyisoprene. These higher-end, high-demand alternatives to the low- or no-cost condoms consumers get at a doctor’s office offer more than risk reduction; they ensure a more physically comfortable and pleasurable experience. No longer exclusively enjoyed by those with latex allergies, non-latex condoms are especially popular because of their heat conductivity, which feels more “natural” and pleasurable for everyone involved.
As consumers become increasingly aware of what the condom market has to offer, including the new brands and material innovations I’ve seen since taking the helm at Paradise Marketing, we anticipate that they will treat shopping for condoms similarly to how they shop for sex toys. They’ll know to ask about materials, sizing, features and benefits, and will base their selections on these factors rather than solely on price point. And they’ll make their purchases at adult stores, where they can ask questions and experience the kind of customer service that can’t be replicated at a grocer or big-box store.
Condoms also serve as an effective “gateway” product, attracting shoppers to your store because of your selection and customer service, then potentially introducing them to adult products that they otherwise would not have come in for — including bigger-ticket pleasure products.
Adult Stores Make a Difference
As we all know, adult retailers are perfectly positioned to serve consumers in ways that supermarkets and pharmacies just can’t, and this gives our industry an edge. We have the ability to source and showcase unique products that consumers can’t find at mass merchants and drugstores. Access to these specialized condoms and safer-sex accessories gives them another reason to choose an adult retailer.
In-store education has been an effective sales tool for years, but has focused more on sex toys than on safer sex and condom use. Knowing what we do about the growing market, I encourage education coordinators to make space on their calendars for condom demos and pleasure-centered safer-sex workshops too.
The global condom market is growing with no end in sight, and adult stores can reap the benefits just as much as “mainstream” stores. It is one of my priorities as CEO at Paradise Marketing, and I look forward to providing more insider knowledge about condom brands and innovations to our customers and colleagues.
Chris Von Huben is the new owner of Paradise Marketing and brings a track record of founding and growing successful businesses, team leadership and bringing concept visions to life.
