The adult retail sector anticipates a year of innovation and transformation in 2024, with a focus on new pleasure products, lubricants, and sensual cosmetic lines. Industry leaders are preparing for challenges and opportunities, including advancements in technology, sustainable practices, and expanded market inclusivity.

Evolving Product Standards and Consumer Awareness

Consumers are increasingly prioritizing product materials, sustainability, and inclusivity, a trend expected to continue in 2024. Nicole Grossmann, Director of Marketing for CalExotics, stated that consumers are seeking high-quality and body-safe ingredients, driven by increased education that influences purchasing decisions. Phoebe Grott of Nalpac noted a significant shift in materials used for sex toy manufacturing, with an emphasis on safety, comfort, and sustainability.

While the adult pleasure product industry is largely unregulated, the implementation of ISO guidelines in late 2022 may signal a move towards greater oversight. European manufacturers are already navigating new standards, which vary by country. Most manufacturers have adopted higher quality, body-safe materials for several years, positioning them for compliance with future regulations. Until then, manufacturers set their own standards.

JO, known for its FDA-compliant lubricant formulations, has observed beauty trends like clean and natural ingredients with skincare benefits becoming essential for end-users. Timothy Ferencz, Brand Ambassador for JO, highlighted the challenge of non-standardized definitions for "clean" and "natural," emphasizing the brand's role in educating partners and customers about its formulas, ingredients, and safety standards. Sensuous, an Australian sensual cosmetic manufacturer, also noted the trend towards quality ingredients and formulations. Keith Jones, owner and co-founder of Sensuous, stated that products focusing on sexual wellness, safety, and health, including body-safe materials and hypoallergenic formulations, will remain a priority.

Andrew Eustace, Sales Manager at Trigg Labs, manufacturer of Wet personal lubricants, described the company's position as a "recommitment from manufacturers" to clean, safe, quality products. Grossmann of CalExotics also sees the pleasure industry adopting beauty industry standards, with high-quality and body-safe ingredients being a focal point for manufacturers due to educated consumer purchasing decisions.

Another trend is the increased use of eco-friendly and sustainable materials and packaging. Kate Kozlova, U.S. Sales Manager for Kiiroo, expects this trend to continue in the coming year due to heightened consumer environmental awareness. She noted that demand for environmentally friendly materials and recyclable packaging will grow as alternative materials become more available.

Inclusivity is another trend carrying over from 2023, with manufacturers expanding product design and marketing to a wider spectrum of users. Evolved Novelties' Gender X line, launched in 2022, continued to grow through 2023. Jones of Sensuous views inclusivity as both intrinsically valuable and a practical business decision, stating that designing products for a wider range of body types, genders, and orientations provides a competitive edge. Cheri Curry, Director of Sales and Marketing for Tantus, highlighted rising demand for nonrealistic colorways, making the company’s On-the-Go Silicone Packers, featuring mid-century jewel tones, bestsellers. Curry noted that community feedback emphasizes the affirming, fun, and comfortable aspects of these products.

Technological Integration and Future Possibilities

Many manufacturers cite the integration of technology, particularly smart technology and AI, as a significant ongoing trend. Karalyne Fosty, Creative Director for Nobü, observed companies experimenting with smart technology for immersive experiences, from customizable vibration patterns to virtual reality integration, predicting continued growth as technology evolves. Fosty also suggested the incorporation of biometric feedback into pleasure products, inspired by wearable fitness trackers, to create dynamic and tailored experiences through embedded sensors. This could contribute to a deeper understanding of user intimate responses through trackable data.

Jeff Garlow of Satisfyer predicted that AI and smart tech developments will dramatically change sex toy design. Satisfyer is exploring these technologies to create personalized, intuitive products, aiming to enhance user experience and open new possibilities in product functionality and interaction. Satisfyer also plans to update its app with AI to make it more user-friendly and responsive to individual preferences, improving the holistic pleasure experience.

Eustace of Trigg Labs recognized AI's potential for innovation in pleasure products, envisioning learning algorithms replicated in strokes, vibrators, and other toys. He described a toy that could recognize user preferences and adjust speed or intensity, reducing button presses and allowing more focus on pleasure. Grott of Nalpac noted that while mainstream consumers may not consider VR-compatible toys or voice-responsive strokers, technology influences products to improve user experience. She anticipated mainstream health tech trends appearing in adult products, with AI advancements making products more seamless and expanding the market demographic.

Jones of Sensuous discussed AI's uses across the industry, from enhancing experiences through customization to providing educational content. He stated that AI can collect and analyze data on product usage and user preferences to improve design, offer recommendations, and identify trends, with users potentially benefiting from feedback. The extent of AI and smart tech's influence will depend on consumer adoption, regulatory developments, and technological advancements. Eustace pointed out the benefits of AI search functionality for accessing information about ingredients, companies, and hazards, but cautioned that campaigns and products must match company messaging for growth. Kozlova of Kiiroo affirmed that 2024 marks a radical shift in consumer interaction with everyday products, with customization becoming increasingly popular. She expects AI to extend to retail experiences, driving sales, personalized interaction, and customer loyalty, and anticipates smart technology becoming the highest-demand category for many years.

New Year Product Launches and Industry Support

The pleasure industry traditionally launches new collections and line additions at the start of each year, with January's ANME serving as a key event. CalExotics will unveil over 100 new items at ANME, spanning various categories and price points, including its California Dreaming and Jack Rabbit lines. Trigg Labs will showcase its newest campaign at ANME and will also participate in the debut Vibe Expo from January 11-14 at the Loews Hollywood Hotel, aiming to introduce its new product looks to a wider audience.

Nobü begins the year by analyzing market trends, consumer behavior, and competitor strategies. Fosty of Nobü noted an overwhelming demand for fantasy products, leading to the success of their Beasties line. Nobü will add Tiki, a rechargeable, vibrating fantasy dong made with medical-grade silicone and 10 vibration programs, to the Beasties collection in January. Tiki is waterproof, harness-compatible, and features an extra-strong suction-cup base.

JO's sales and marketing teams analyze global, consumer, ingredient, and product trends to identify opportunities. Their annual marketing calendar includes new product launches, promotional support plans, in-person events, and campaign ideas. In January, JO will debut H2O Anal Thick, a 510(k) FDA-licensed formula that is five times thicker than its H2O Anal product, designed for backdoor use without desensitizers, is pH-neutral, and water-based for easy cleanup.

Kiiroo, specializing in sextech innovations, has planned launches and updates for its FeelConnect App and other interactive devices, expecting the PowerBlow to become a bestseller in 2024. Kiiroo plans marketing campaigns and increased customer support worldwide, and will expand the FeelStar Strokers line with new adult performers quarterly. Rock Candy Toys also has product upgrades and new releases planned for 2024, including a collaboration with KushKards called NaughtyVibes. Jackie Richerson, Sales and Project Manager for Rock Candy Toys, described NaughtyVibes cards as handcrafted with a card design, a Honey Stinger bullet, and a Fresh Vibes Toy Cleaner wipe.

Pleasure brands are also enhancing training, education, and support for partners and customers. Satisfyer is investing in training programs to equip partners to guide and educate consumers. Curry of Tantus emphasized the importance of retail stores in providing information as more people explore new types of play. Sensuous plans weekly blog posts on sexual health and well-being and concentrated marketing strategies. Trigg Labs will offer online and in-person training programs for retail and distribution partners. Nobü is moving instruction manuals, marketing assets, and training videos online for accessibility and efficiency. JO has a retail training program with seven reps traveling globally, offering in-store training on products and sales tips. Rock Candy Toys is expanding its sales team to provide in-store support, samples, and training events. Kiiroo delivers updates and educational content via YouTube, Vimeo, and Instagram, and Kozlova hosts the "InBedWithKate" YouTube channel. Kiiroo also provides Zoom and in-person trainings for new accounts and offers customized digital assets, promotional materials, and sales boost strategies to retailers.

Sensuous aims to expand its presence in the U.S. and U.K. markets, building on its existing presence in Superdrug stores in the U.K. Trigg Labs seeks to improve the visual consistency of its products on shelves in adult stores across America. Tantus, celebrating its 25th anniversary, plans to introduce new retail marketing programs and sales tools and update its vision and North Star values.

Key Facts

  • Consumer demand for high-quality, body-safe, and sustainable ingredients is increasing.
  • ISO guidelines implemented in late 2022 may lead to increased regulation in the adult