In context, intimate products are conceptually made not for replacements of actual relationships, but to maintain a healthy intimate wellness routine with enhanced stimulation, understand and tune in with their bodies, increase self-body awareness, manage stress and boost their confidence.
This piece studies how the demand of wellness products changed over time
Changing Demand in Men’s Adult Wellness Products Over Five Years
Over the past five years, the intimate wellness products market has shifted from a low-visibility niche to a high-awareness, demanding industry.
According to data, the Indian adult wellness product market was valued at approximately $102.4 million in 2024 and is expected to grow to $457.9 million by 2033.
In another segmentation analysis, men comprised 42% of the global adult intimate products demand, with women and couples representing the rest, highlighting the awareness around self-care and intimate health across all genders and geography.
In India, the demand for men's intimate products didn’t spike suddenly but followed a gradual evolutionary phase in the past few years.
Let’s break down those phases briefly :
Pre-2020: The Period of Low Visibility
Before 2020, men’s intimate products largely existed in the mainstream wellness conversation, with demand mostly due to curiosity rather than repetition or normalisation. Lack of information, societal sensibilities and stigmas, lower e-commerce shopping kept the demand muted.
2020-2021: The Lockdown Period
The lockdown period marked a breakthrough. When people got extended time at home, boredom and increased stress levels reflected the importance of comfort, self-care and personal wellbeing.
People searched for adult products, not for novelty, but for personal care. The search words were not explicit, but informational and transactional.
While singles or bachelors looked for adult care products, couples explored intimate products that support shared experiences. As home delivery and e-commerce also saw a rise, buying an adult product became more convenient and easier.
2022-2023: The Period of Normalisation
The post-lockdown period came with eased restrictions, but the demand for adult products and men’s intimate products saw a gradual rise. People who had a good experience or wanted to use advanced products, including personal comfort products, in their daily well-being routine, the usage shifted from curiosity or exploration to repetition.
As e-commerce also boomed after the pandemic period, with the growing awareness around intimate health, brands and e-commerce platforms began placing intimate products and men’s adult products under the personal care or self-care section, marking a crucial step in normalising adult wellness in India.
2024-2025: Quality Awareness and Focused Wellness
In the past two years, the demand for adult products has been rising for self-care, curiosity, and exploration with quality awareness and comfort. Buyers are prioritising high-quality materials and skin-friendly products, highlighting the inclusion of adult products in their daily routine.
The overall shift had witnessed a clear change in demand pattern. Earlier, users' intent was mostly out of curiosity, price sensitivity, and a single product focus, which has now shifted towards strong informational and transactional intent while prioritising personal care and wellbeing.
How the Pandemic Reshaped the Demand in Adult Wellness Products
The COVID period saw a steep rise in sales of male intimate products, female intimate toys, and couple intimate products. Every gender and relationship participated almost equally; let’s study it separately.
Surge in Men’s Adult Wellness Products During Pandemic
During the lockdown period, apart from boredom and restrictions, intimacy and personal care became a topic. Many couldn’t meet their relationship partner, or their solo activities became boring, and they didn’t feel fulfilled. As a result, the internet became a good companion, reading, researching, and surfing spread awareness and a perspective of healthy intimacy or self-care developed.
If you remember, during lockdown, there was a period when DIY Fleshlight reels and videos flooded social media, and it wasn’t a coincidence; people were exploring ways. However, these DIYs didn’t work as the material and crafting failed to provide sensation and comfort.
As a result, people began to feel open towards normalising personal care, and were seeking ways to deal with stress and a way towards healthy self-care. Through booming online delivery services, it became a convenient medium to experiment with adult toys. As the streets were mostly empty, and many stores offered discreet packaging, introducing an adult device became easier.
When experienced, a lot of men found it not only a way for a quick release, but a manner which provides comfort, releases stress, and calms the mind.
By the end of the pandemic, men had normalised the use of personal care products and started including it into their daily lifestyle.
The most popular adult products during lockdown and post-lockdown were :
- Fleshlights (manual & Vibrating)
- Intimate dolls (especially post-lockdown)
- Electronic Rings (as they are small and can easily be hidden).
Acceptance of Couple-Friendly Products
During the lockdown period, couples gained more quality time. Some surveys found high interest and conversations around family planning during the pandemic, and couples engaged more digitally to gain advice and knowledge.
In another study, it was suggested that the use of contraceptives increased in states like Delhi, Punjab and Tamil Nadu.
Amidst this, the couple's intimacy became dynamic. To bring novelty into the relationship and increase awareness around couple intimacy, partners introduced couple-friendly products into their regular routine, which reportedly enhanced emotional well-being and connection with their partners.
Types of Adult Wellness Products for Men & Their Demand
Manual Intimate Devices for Men
These products are comforting and stimulating devices designed to pleasure through controlled stimulation by changing pace and consistency at one's will. For different unique sensations, these products are also available in various textures.
These products had lower visibility during the pre-lockdown period, but saw a gradual demand during lockdown and increased repetitive use post the pandemic.
Men’s Vibrating Massage Toys
These adult devices have built-in motors that vibrate in a rhythmic pattern to provide realistic sensations and enhanced comfort. Many devices also have a rotating or twisting feature that mimics real-like sensations and grip.
These products witnessed an increasing demand among urban people after 2022 as a hands-free, comfortable experience was prioritised with advanced features.
Performance Enhancing Products
These men’s adult devices are designed to improve confidence, performance, and sensitivity control for real intimate experiences. It is commonly preferred by men who want to boost confidence, improve consistency, practice movement and discover their likes and dislikes.
It comparatively had a lower demand during the lockdown period, with a gradual rise in the past 3 years, highlighting the awareness around healthy and fulfilling intimate experiences.
Couple Intimacy Products
Couple Intimacy Products are preferred by people who want to include men’s intimate toys for a shared intimate experience. These products are designed to improve communication, closeness, and support a healthy relationship.
Couple-oriented products show high repetitive and engagement trends, mainly in long-term partners and couples.
Benefits of Using Men’s Pleasure Products
Including a men’s wellness product in daily lifestyle has several benefits, including physical and mental.
Here are the key benefits of using a men’s intimate device :
- Many men find intimate products as a tool for increased body awareness by observing which motion or sensation provides enhanced comfort, relaxation and satisfaction.
- These products support calmness, reduce anxiety, and release stress and tension after a long day.
- Men’s adult products significantly reduce muscle tension and reduce anxiety leads to good sleep quality if used before bedtime.
- Improves intimate relationships with partners through better communication, confidence, and openness.
Overall, a good intimate routine not only brings pleasure but also calms the mind, manages stress and supports healthy relationships.
Why Men’s Intimate Products are Better than Traditional Methods of Comfort?
The traditional ways of self-care, comfort and pleasure become monotonous for many men. Moreover, the tightening of the hand grip changes the response to sensitive touches, affecting pleasure and intimacy in real shared experiences.
On the other hand, men’s pleasure products provide a hands-free, safe experience and stimulate more nerve endings than hands can. In addition, these devices help to understand one’s own rhythms, desires, likes and dislikes, making the real intimate experiences better and healthier.
Normalising Men’s Intimate Health
Men’s Intimate Wellness Products depict a shift in growing awareness around intimacy and self-care. When approached responsibly, these products can support relaxation, comfort, self-care, self-discovery and healthy relationships.
With online brands offering a wide range of Men’s adult products along with discreet delivery and security, Men can conveniently explore and enjoy their self-care journey in a personal and private space.
Intimacy and comfort is not a subject of hesitation but a journey of embracing self-care and a healthy lifestyle.
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