麦肯锡-2024年定义1.8万亿美元全球健康市场的趋势（英）

Mcsey

company

ConsumerPackagedGoodsPractice

Thetrendsdefining

the$1.8trillionglobalwellnessmarketin2024

OurlatestFutureofWellnesssurveyfindsthatconsumersaretakinggreatercontrolovertheirhealth—andexpectcompaniestoprovideeffective,science-backedsolutions.

ThisarticleisacollaborativeeffortbyShaunCallaghan,HayleyDoner,JonathanMedalsy,Anna

Pione,andWarrenTeichner,representingviewsfromMcKinsey’sConsumerPackagedGoodsandPrivateEquity&PrincipalInvestorsPractices.

January2024

Fromcoldplungestocollagentoceleryjuice,the$1.8trillionglobalconsumerwellnessmarketis

nostrangertofads,whichcansometimessurfacewithlimitedclinicalresearchorcredibility.Today,consumersarenolongersimplytryingoutthese

wellnesstrendsandhopingforthebest,butratherasking,“Whatdoesthesciencesay?”

McKinsey’slatestFutureofWellnessresearch—whichsurveyedmorethan5,000consumers

acrossChina,theUnitedKingdom,andtheUnitedStates—examinesthetrendsshapingtheconsumerwellnesslandscape.Inthisarticle,wepairthese

findingswithalookatsevenwellnesssubsets—

includingwomen’shealth,weightmanagement,

andin-personfitness—thatourresearchsuggests

areespeciallyripeareasforinnovationandinvestmentactivity.

Thescience-anddata-

backedfutureofwellness

IntheUnitedStatesalone,weestimatethatthe

wellnessmarkethasreached$480billion,growing

at5to10percentperyear.Eighty-twopercentofUSconsumersnowconsiderwellnessatop

orimportantpriorityintheireverydaylives,

whichissimilartowhatconsumersintheUnitedKingdomandChinareport(73percentand

87percent,respectively).

ThisisespeciallytrueamongGenZandmillennialconsumers,whoarenowpurchasingmorewellnessproductsandservicesthanoldergenerations,

acrossthesamedimensionsweoutlinedinour

previousresearch:health,sleep,nutrition,fitness,appearance,andmindfulness(Exhibit1).1

Acrosstheglobe,responsestooursurveyquestions

revealedacommonthemeaboutconsumer

expectations:consumerswanteffective,data-driven,science-backedhealthandwellness

solutions(Exhibit2).

Fivetrendsshapingtheconsumerhealthandwellnessspacein2024

Fifty-eightpercentofUSrespondentstoour

surveysaidtheyareprioritizingwellnessmore

nowthantheydidayearago.Thefollowingfive

trendsencompasstheirnewlyemergingpriorities,

aswellasthosethatareconsistentwithourearlierresearch.

Trendone:Healthathome

TheCOVID-19pandemicmadeat-hometesting

kitsahouseholditem.Asthepandemichasmovedintoitsendemicphase,consumersareexpressinggreaterinterestinotherkindsofat-homekits:

26percentofUSconsumersareinterestedintestingforvitaminandmineraldeficienciesat

Thewellnessmarkethasreached

$480billionintheUnitedStatesalone,growingat5to10percentperyear.

1

“Stillfeelinggood:TheUSwellnessmarketcontinuestoboom,”McKinsey,September19,2022.

Thetrendsdefiningthe$1.8trillionglobalwellnessmarketin20242

Exhibit1

MillennialandGenZconsumersarespendingmoreonhealthandwellnessthanolderconsumers.

UShealthandwellnesspurchases,byproduct/servicetypeandgeneration,1

%ofrespondents(n=2,007)

GenZMillennialsOverallaverage

6060

50

40

30

20

10

0

Appearance

(eg,cosmetic

procedures,hair

careproducts,skin

careproducts)

Health

(eg,over-the-

countermedications,

personal-and

home-care

products,vitamins)

Fitness

(eg,itnessclub

memberships,

studioclasses,

wearabledevices)

Nutrition

(eg,foodsubscrip-

tionservices,

food-trackingapps)

SleepMindfulness

(eg,cooling

(eg,meditation

mattresses,

classes,mindful-

gravityblankets,

nessapps,therapy

melatonin)

sessions)

50

40

30

20

10

0

1Averageacrossallproductsineachcategory.Percentageofrespondentswhopurchasedatleastonceinpast12months.

Source:McKinseyFutureofWellnessSurvey,Aug2023

McKinsey&Company

home,24percentforcoldandflusymptoms,and23percentforcholesterollevels.

At-homediagnostictestsareappealingto

consumersbecausetheyoffergreaterconveniencethangoingtoadoctor’soffice,quickresults,and

theabilitytotestfrequently.InChina,35percentofconsumersreportedthattheyhadevenreplaced

somein-personhealthcareappointmentswith

at-homediagnostictests—ahighersharethanintheUnitedStatesortheUnitedKingdom.

Althoughthereisgrowinginterestinthespace,

someconsumersexpresshesitancy.IntheUnitedStatesandtheUnitedKingdom,topbarriersto

adoptionincludethepreferencetoseeadoctor

inperson,aperceivedlackofneed,andprice;in

China,testaccuracyisaconcernforapproximately30percentofconsumers.

Implicationsforcompanies:Companiescan

addressthreecriticalconsiderationstohelpensuresuccessinthiscategory.First,companieswillwanttodeterminetherightpricevalueequationfor

at-homediagnostickitssincecoststillpresentsamajorbarrierformanyconsumerstoday.Second,companiesshouldconsidercreatingconsumer

feedbackloops,encouraginguserstotakeactionbasedontheirtestresultsandthentestagaintoassesstheimpactofthoseinterventions.Third,

Thetrendsdefiningthe$1.8trillionglobalwellnessmarketin20243

Exhibit2

Emcacyandscientiiccredibilityaretwoofthemostimportantfactorstoconsumerswhenselectingwellnessproducts.

Top10factorsforUSconsumerswhenpurchasingwellness-relatedproducts,1

%ofrespondents(n=2,007)

Relatedtoefectivenessorscientiiccredibility

51

Efective/worksforme

50

Well-priced

50

Highquality

.37

Goodvalue

35..

Addressesmy

speciicneeds

27

Sciencebacked

26

Recommended

byamedical

professional

23

Easytounderstand

23

Certiiedbyascientiic

and/orfood-and-drug

organization

23

Clean/all-naturalingredients

1Question:Whenpurchasingwellness-relatedproducts,whichofthefollowingfactorsaremostimportanttoyou?Outof20factors.

Source:McKinseyFutureofWellnessSurvey,Aug2023

McKinsey&Company

companiesthathelpconsumersunderstandtheir

testresults—eitherthroughtheuseofgenerativeAItohelpanalyzeanddeliverpersonalizedresults,orthroughintegrationwithtelehealthservices—coulddevelopacompetitiveadvantage.

Trendtwo:Aneweraforbiomonitoring

andwearables

Roughlyhalfofallconsumerswesurveyedhave

purchasedafitnesswearableatsomepointintime.Whilewearabledevicessuchaswatcheshave

beenpopularforyears,newmodalitiespoweredbybreakthroughtechnologieshaveusheredinaneweraforbiomonitoringandwearabledevices.

Wearablebiometricrings,forexample,arenow

equippedwithsensorsthatprovideconsumerswithinsightsabouttheirsleepqualitythroughpaired

mobileapps.Continuousglucosemonitors,which

canbeappliedtothebackoftheuser’sarm,provide

insightsabouttheuser’sbloodsugarlevels,whichmaythenbeinterpretedbyanutritionistwhocanofferpersonalizedhealthguidance.

Roughlyone-thirdofsurveyedwearableuserssaidtheyusetheirdevicesmoreoftenthantheydidlastyear,andmorethan75percentofall

surveyedconsumersindicatedanopennessto

usingawearableinthefuture.Weexpecttheuseofwearabledevicestocontinuetogrow,particularlyascompaniestrackawiderrangeofhealthindicators.

Implicationsforcompanies:Whilethereisarangeofeffectivewearablesolutionsonthemarkettodayforfitnessandsleep,therearefewerfornutrition,weightmanagement,andmindfulness,presentinganopportunityforcompaniestofillthesegaps.

Wearablesmakersandhealthproductandservicesprovidersinareassuchasnutrition,fitness,and

Thetrendsdefiningthe$1.8trillionglobalwellnessmarketin20244

sleepcanexplorepartnershipsthattrytomakethedatacollectedthroughwearabledevicesactionable,whichcoulddrivegreaterbehavioralchangeamongconsumers.Oneexample:aconsumerinterested

inmanagingstresslevelsmightwearadevicethattracksspikesincortisol.Companiescouldthenuse

thisdatatomakepersonalizedrecommendationsforproductsrelatedtowellness,fitness,and

mindfulnessexercises.

Businessesmustkeepdataprivacyandclarityof

insightstopofmind.Roughly30percentofChina,

UK,andUSconsumersareopentousingawearable

deviceonlyifthedataissharedexclusivelywith

them.Additionally,requiringtoomuchmanual

datainputorsharingoverlycomplicatedinsights

coulddiminishtheuserexperience.Ensuringthat

datacollectionistransparentandthatinsightsaresimpletounderstandandtargetedtoconsumers’

specifichealthgoalsorriskfactorswillbecrucialtoattractingpotentialconsumers.

Trendthree:Personalization’sgenAIboost

NearlyoneinfiveUSconsumersandoneinthreeUSmillennialspreferpersonalizedproductsand

services.Whilethepreferenceforpersonalized

wellnessproductswaslowerthaninyearsprior,webelievethisislikelyduetoconsumersbecoming

moreselectiveaboutwhichpersonalizedproductsandservicestheyuse.

Technologicaladvancementsandtheriseof

first-partydataaregivingpersonalizationanew

edge.Approximately20percentofconsumersin

theUnitedKingdomandtheUnitedStatesand

30percentinChinalookforpersonalizedproductsandservicesthatusebiometricdatatoprovide

recommendations.ThereisanopportunitytopairthesetoolswithgenAItounlockgreaterprecisionandcustomization.Infact,genAIhasalready

madeitswaytothewearablesandappspace:

somewearablesusegenAItodesigncustomizedworkoutsforusersbasedontheirfitnessdata.

Implicationsforcompanies:Companiesthatoffersoftware-basedhealthandwellnessservicesto

consumersareuniquelypositionedtoincorporategenAIintotheirpersonalizationofferings.Otherbusinessescouldexplorepartnershipswith

companiesthatusegenAItocreatepersonalizedwellnessrecommendations.

Trendfour:Clinicaloverclean

Lastyear,wesawconsumersbegintoshiftawayfromwellnessproductswithcleanornatural

ingredientstothosewithclinicallyproven

ingredients.Today,thatshiftisevenmoreevident.RoughlyhalfofUKandUSconsumersreported

clinicaleffectivenessasatoppurchasingfactor,whileonlyabout20percentreportedthesamefornaturalorcleaningredients.Thistrendis

mostpronouncedincategoriessuchasover-the-

countermedicationsandvitaminsandsupplements(Exhibit3).

InChina,consumersexpressedroughlyequal

overallpreferenceforclinicalandcleanproducts,

althoughthereweresomevariationsbetween

categories.Theyprioritizedclinicalefficacyfor

digestivemedication,topicaltreatments,andeye

careproducts,whiletheypreferrednaturaland

cleaningredientsforsupplements,superfoods,andpersonal-careproducts.

Implicationsforcompanies:Tomeetconsumer

demandforclinicallyprovenproducts,some

brandswillbeabletoemphasizeexistingproductsintheirportfolios,whileotherbusinessesmay

havetorethinkproductformulationsandstrategy.Whilewellnesscompaniesthathavebuiltabrandaroundcleanornaturalproducts—particularly

thosewithadedicatedcustomerbase—may

notwanttopivotawayfromtheirexistingvalueproposition,theycanseekoutthird-party

certificationstohelpsubstantiatetheirclaimsandreachmoreconsumers.

Companiescanboosttheclinicalcredibilityoftheirproductsbyusingclinicallytested

ingredients,runningthird-partyresearchstudies

ontheirproducts,securingrecommendationsfromhealthcareprovidersandscientists,andbuildingamedicalboardthatweighsinon

productdevelopment.

Trendfive:Theriseofthedoctor

recommendation

Theproliferationofinfluencermarketingintheconsumerspacehascreatednewsourcesof

Thetrendsdefiningthe$1.8trillionglobalwellnessmarketin20245

Exhibit3

USconsumersseekoutclinicallyprovenproductsacrossmostproductcategories.

USconsumerpreferenceforclinicallyprovenemcacyvsorganicornatural,byproducttype,1%ofrespondents(n=2,007)

OrganicornaturalingredientsorformulaClinicallyproveneicacy

Overthecounter²

Vitamins

andsupplements

Consumergoods³

Beauty⁴

Nutrition⁵

12

60

20

60

20

47

25

52

33

41

1Question:Whichfactorsaremostimportanttoyouwhenchoosingtopurchase?Respondentscouldselectupto3factorsoutofalistof9.

Responseshereincludeonlythefactors“Organic/naturalingredientsorformula(ie,nochemicals)”and“Clinicallyproveneicacy.”²Analgesics;

cough,cold,andallergymedication;digestivemedication;topicaltreatments;prescriptionweightlossproducts;over-the-countersleepmedication(excludinghomeopathicproducts).³Firstaidproducts;disinfectionproducts;personal-hygieneproducts;infantcareproducts;menstrual-care

products;pregnancy/postpartumproducts;sexual-healthproducts;oral-careproducts;eyecareproducts;at-homeself-care.⁴Condition-speciicskincare;antiagingproducts;suncareproducts;skincareproducts;lipcareproducts;haircareproducts;colorcosmetics.⁵Hydrationproducts;

energydrinks;superfoods;sportsnutritionproducts;juicecleanses;mealreplacementproducts.

Source:McKinseyFutureofWellnessSurvey,Aug2023

McKinsey&Company

wellnessinformation—withvaryingdegreesofcredibility.Asconsumerslooktoavoid

“healthwashing”(thatis,deceptivemarketing

thatpositionsaproductashealthierthanitreallyis),healthcareproviderrecommendationsare

importantonceagain.

Doctorrecommendationsarethethird-highest-rankedsourceofinfluenceonconsumerhealthandwellnesspurchasedecisionsintheUnited

States(Exhibit4).Consumerssaidtheyaremostinfluencedbydoctors’recommendationswhenseekingcarerelatedtomindfulness,sleep,and

Thetrendsdefiningthe$1.8trillionglobalwellnessmarketin20246

Exhibit4

In-storepresenceandrecommendationsfromfamily,friends,and

doctorshavethebiggestinluenceonconsumerwellnesspurchases.

SourcesofinluenceforUSconsumerswhenpurchasinghealthandwellnessproductsandservices,1%ofrespondents(n=2,007)

SeeingproductinstoreRecommendationsfromfriends/family RecommendationsfromdoctorsConsumerreviewsonwebsites/blogsTelevision

YouTubeOtherwebsites

Adsonsocialmedia

Samples Recommendationsfromnutritionists Printmagazines/catalogsRecommendationsfromtrainers/coaches

Recommendationsfromathletes

FromabrandthroughaDM²onsocialmedia

PostsfromcelebritiesPostsfromlarge-scalesocialmediainluencersPostsfromsmall-scalesocialmediainluencers

26

25

20

10

8

7

7

6

5

4

4

3

2

2

2

2

13

Distributionorpromotion

Recommendations

Traditionalmedia

Socialmedia

1Question:Whichofthefollowinginluenceyourdecisiontopurchasenewproductsorbrands?Excludesbloggers(2%),fashionwebsites(2%),andrecommendationsfromanAIchatbot(1%).

²Directmessage.

Source:McKinseyFutureofWellnessSurvey,Aug2023

McKinsey&Company

overallhealth(whichincludestheuseofvitamins,over-the-countermedications,andpersonal-andhome-careproducts).

Implicationsforcompanies:Brandsneedto

considerwhichmessagesandwhichmessengers

aremostlikelytoresonatewiththeirconsumers.Wehavefoundthatacompanysellingproductsrelatedtomindfulnessmaywanttousepredominately

doctorrecommendationsandsocialmedia

advertising,whereasacompanysellingfitness

productsmaywanttoleveragerecommendations

fromfriendsandfamily,aswellasendorsementsfrompersonaltrainers.

Sevenareasofgrowthin

thewellnessspace

Buildinguponlastyear’sresearch,severalpocketsofgrowthinthewellnessspaceareemerging.

Increasingconsumerinterest,technological

breakthroughs,productinnovation,andanincrease

inchronicillnesseshavecatalyzedgrowthintheseareas.

Thetrendsdefiningthe$1.8trillionglobalwellnessmarketin20247

6

4

Women’shealth

Historically,women’shealthhasbeenunderservedandunderfunded.Today,purchasesofwomen’s

healthproductsareontheriseacrossarangeof

careneeds(Exhibit5).Whilethehighestpercentageofrespondentssaidtheypurchasedmenstrual-careandsexual-healthproducts,consumerssaidthey

spentthemostonmenopauseandpregnancy-relatedproductsinthepastyear.

Digitaltoolsarealsobecomingmoreprevalent

inthewomen’shealthlandscape.Forexample,

wearabledevicescantrackauser’sphysiologicalsignalstoidentifypeakfertilitywindows.

Despiterecentgrowthinthewomen’shealth

space,thereisstillunmetdemandforproducts

andservices.Menopausehasbeenaparticularly

overlookedsegmentofthemarket:only5percentofFemTechstart-upsaddressmenopause

needs.2Consumersalsocontinuetoengage

withofferingsacrossthewomen’shealthspace,

includingmenstrualandintimatecare,fertility

support,pregnancyandmotherhoodproducts,andwomen-focusedhealthcarecenters,presenting

opportunitiesforcompaniestoexpandproductsandservicesintheseareas.

Healthyaging

Demandforproductsandservicesthatsupport

healthyagingandlongevityisontherise,propelledbyashifttowardpreventivemedicine,thegrowthofhealthtechnology(suchastelemedicineanddigital-healthmonitoring),andadvancesinresearchon

antiagingproducts.

Exhibit5

Womenspendmoreonmenopauseandpregnancy-relatedproductsthanonotherhealthproducts.

Women’shealthproductspurchasedintheUS,bytype,1%offemalerespondents(n=1,099)

47

Menstrual-careproducts

28

Sexual-healthproducts

10

Period-orfertility-trackingapps

8

Pregnancy/post-partumproducts

Fertilitydevices

Menopause

products

AveragespendforUSfemalerespondents,2$

83

44

33

103

96

96

Menstrual-care

Sexual-health

Period-orfertility-

Menopause

Pregnancy/post-

Fertility

products

products

trackingapps

products

partumproducts

devices

1Question:Whichofthefollowingtypesofwomen’shealthproductshaveyoupurchasedinthepast12months?

²Approximatelyhowmuchmoneyhaveyouspentoneachofthefollowinginthepast12months?

Source:McKinseyFutureofWellnessSurvey,Aug2023

McKinsey&Company

2

ChristineHall,“WhymorestartupsandVCsarefinallypursuingthemenopausemarket:‘$600Bisnot“niche,”’”Crunchbase,January21,2021.

Thetrendsdefiningthe$1.8trillionglobalwellnessmarketin20248

Roughly70percentofconsumersintheUnitedKingdomandthe

UnitedStatesand85percentin

Chinaindicatedthattheyhave

purchasedmoreinthiscategoryinthepastyearthaninprioryears.

Morethan60percentofconsumerssurveyed

consideredit“very”or“extremely”important

topurchaseproductsorservicesthathelpwith

healthyagingandlongevity.Roughly70percentofconsumersintheUnitedKingdomandtheUnited

Statesand85percentinChinaindicatedthat

theyhavepurchasedmoreinthiscategoryinthe

pastyearthaninprioryears.Theseresultswere

similaracrossagegroups,suggestingthatthepushtowardhealthyagingisspurredbothbyyounger

generationsseekingpreventivesolutionsandoldergenerationsseekingtoimprovetheirlongevity.Aspopulationsacrossdevelopedeconomiescontinuetoage(oneinsixpeopleintheworldwillbeaged60orolderby20303),weexpecttheretobeaneven

greaterfocusgloballyonhealthyaging.

Tosucceedinthismarket,companiescantakea

holisticapproachtohealthy-agingsolutions,whichincludesconsiderationsaboutmentalhealthand

socialfactors.Bringingproductsandservicestomarketthatanticipatetheneedsofaging

consumers—insteadofemphasizingtheaging

processtoselltheseproducts—willbeparticularlyimportant.Forexample,aservicethataddressesaginginolderadultsmightfocusononeaspectof

longevity,suchasfitnessornutrition,ratherthantheprocessofagingitself.

Weightmanagement

WeightmanagementistopofmindforconsumersintheUnitedStates,wherenearlyoneinthree

adultsstruggleswithobesity4;60percentofUSconsumersinoursurveysaidtheyarecurrentlytryingtoloseweight.

Whileexerciseisbyfarthemostreportedweight

managementinterventioninoursurvey,more

than50percentofUSconsumersconsidered

prescriptionmedication,includingglucagon-like

peptide-1(GLP-1)drugs,tobea“veryeffective”

intervention.Prescriptionmedicationisperceiveddifferentlyelsewhere:lessthan30percentofUK

andChinaconsumersconsideredweightlossdrugstobeveryeffective.

GiventherecencyoftheGLP-1weightlosstrend,

itistooearlytounderstandhowitwillaffectthe

broaderconsumerhealthandwellnessmarket.

Companiesshouldcontinuetomonitorthespaceasfurtherdataemergesonadoptionratesandimpactacrosscategories.

3

4

“Ageingandhealth,”WorldHealthOrganization,October1,2022.

Obesityfactsheet508,USCentersforDiseaseControlandPrevention,July2022.

Thetrendsdefiningthe$1.8trillionglobalwellnessmarketin20249

Ialwaysmaketimetoexercise

~70

Mygymisacorecomponentofmyitnessroutine

~60~60

Fitnessisacorepartofmyidentity

IaminbettershapethanmostpeopleIknow

~45Myfriends/familyaskmeforitnessadvice

~50

Ifollowastricttrainingschedule

~35

~30

Exhibit6

USconsumersbelievethatgoingtoagymisacorepartoftheiritnessroutine.

AttitudestowarditnessforUS

gym-goers,1

%ofrespondents

whostronglyagreeoragree(n=2,888)

It’simportantformetoinvestinmyhealthandpersonalappearance

~55

Iexercisetobehealthyratherthantolookbetter

1Question:Pleaseindicatehowstronglyyouagreeordisagreewitheachofthefollowingstatements.

Source:McKinseyFitnessConsumerSurvey,July2023

McKinsey&Company

In-personfitness

Fitnesshasshiftedfromacasualinteresttoa

priorityformanyconsumers:around50percent

ofUSgym-goerssaidthatfitnessisacorepartoftheiridentity(Exhibit6).Thistrendisevenstrongeramongyoungerconsumers—56percentofUS

GenZconsumerssurveyedconsideredfitnessa“veryhighpriority”(comparedwith40percentofoverallUSconsumers).

In-personfitnessclassesandpersonaltrainingarethetoptwoareaswhereconsumersexpecttospendmoreonfitness.Consumersexpecttomaintain

theirspendingonfitnessclubmembershipsandfitnessapps.

Thechallengeforfitnessbusinesseswillbe

toretainconsumersamonganever-increasing

suiteofchoices.Offeringbest-in-classfacilities,convenientlocationsandhours,andloyalty

andreferralprogramsaretablestakes.Buildingstrongcommunitiesandofferingexperiences

suchasretreats,aswellasservicessuchas

nutritionalcoachingandpersonalizedworkoutplans(potentiallyenabledbygenAI),canhelptopplayersevolvetheirvaluepropositionandmanagecustomeracquisitioncosts.

Guthealth

Morethan80percentofconsumersinChina,the

UnitedKingdom,andtheUnitedStatesconsider

guthealthtobeimportant,andover50percent

anticipatemakingitahigherpriorityinthenexttwotothreeyears.

Thetrendsdefiningthe$1.8trillionglobalwellnessmarketin202410

One-thirdofUSconsumers,one-

thirdofUKconsumers,andhalfofChineseconsumerssaidtheywishthereweremoreproductsinthe

markettosupporttheirguthealth.

Whileprobioticsupplementsarethemost

frequentlyusedguthealthproductsinChina

andtheUnitedStates,UKconsumersoptfor

probiotic-richfoodssuchaskimchi,kombucha,oryogurt,aswellasover-the-countermedications.

Aboutone-thirdofUSconsumers,one-thirdofUKconsumers,andhalfofChineseconsumerssaid

theywishthereweremoreproductsinthemarkettosupporttheirguthealth.At-homemicrobiome

testingandpersonalizednutritionaretwoareas

wherecompaniescanbuildonthegrowinginterestinthissegment.

Sexualhealth

Theexpandedculturalconversationaboutsexuality,

improvementsinsexualeducation,andgrowing

supportforfemalesexual-healthchallenges(suchaslowlibido,vaginaldryness,andpainduring

intercourse)haveallcontributedtothegrowthindemandforsexual-healthproducts.

Eighty-sevenpercentofUSconsumersreportedhavingspentthesameormoreonsexual-healthproductsinthepastyearthanintheyearprior,

andtheysaidtheypur