Decoding the $100 Billion Family Planning Sex Toy Market: Both the number of users and the repurchase rate have increased. The post-90s generation has become the largest consumer group.

With the development of economy and the evolution of concepts, Chinese consumers are increasingly paying attention to and demanding “sexual” health. From “talking about sex” to “paying for sex”, the family planning sex toy industry is a huge and diversified market. We are facing unprecedented development opportunities.

The reporter learned from the JD Health and Family Planning sex toy business conference on March 27 that online channels have become the main channel for consumers to purchase family planning sex toys. In 2023, the number of users and repurchase rates of JD.com Health and. Family planning sex toys will continue to grow and show a consumption trend such as younger users and more segmented categories.

The “China Sex Toy Industry and Consumer Behavior Survey and Analysis Report 2022-2023” shows that the market size of family planning sex toys in China has shown a steady increase for many years. The market size reached 168.53 billion yuan in 2022, and is expected to reach 208.13 billion yuan in 2025. .

Behind a $100 billion market and rapid growth, the demand for “sexual” health has increased significantly. JD Health data shows that the number of users of JD’s family planning sex toys will increase by 36% year-on-year in 2023, and at the same time, users have strong purchasing power, high consumption power and pursuit of high-quality products; At the same time, the repurchase rate has also increased to 30%, the frequency of purchases has increased significantly.

Judging from the trend of consumer groups, young people have become the main consumers of family planning sex toys, with the number of users aged 21-35 accounting for 58%. In terms of gender distribution, although the proportion of women in consumption is increasing year by year, men are still the main buyers of family planning sex toys, accounting for 83%.

Judging from the geographical distribution of consumer groups, second-tier cities have surpassed first-tier cities, accounting for more than 26%, and the cumulative proportion of users in first- to third-tier cities has also reached 63%, becoming the main consumption area for family planning sex toys.

At present, sex toys in China mainly include three major types of products: family planning, functional and fun. In order to meet the differentiated needs of different groups of people, JD Health has been adhering to the two-wheel drive of self-operation and third-party platforms for many years to develop together. Continuously attract new merchants to settle down and provide users with more comprehensive services and product choices.

Liu Qiuling, deputy secretary general of China Reproductive Health Industry Association, said that in this era full of opportunities and challenges, enterprises should not only focus on breakthroughs, innovation, quality and social responsibility, but also focus on integrity to achieve sustainable development. As the market continues to expand and the user group becomes younger, future consumption trends in this category may focus more on diversification and high quality. Innovation and brand building will also be the key to future competition for merchants.

The relevant person in charge of JD Health said on the spot that in 2024, JD Health will work with more partners to vigorously develop men’s and electrified categories through measures such as category optimization, new additions and omnichannel expansion, and incubate more than millions of hot dollar products, new products and trending products, while exploring off-site traffic diversion, intra-site cross-category penetration and service upgrades such as private packaging and delivery, to provide users with “more, faster, better and more economical” with better service guarantees. Healthy consumption experience.