Adults spend money on toys – Kommersant FM
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Sales of sex toys and lubricants have increased in Russia; over the year, demand for goods in the “18+” category has increased by more than a third. This is data from analysts at the Supplier of Happiness company, one of the largest distributors of such products in the country. The calculations did not take into account contraceptives, unlike dietary supplements, themed souvenirs and erotic underwear. In just one year, goods worth 50 billion rubles were sold.
Nowadays, more and more often, Russians make purchases not in specialized stores, but on marketplaces, Dmitry Korobitsyn, founder of the company “Supplier of Happiness,” told Kommersant FM: “In the last three years, marketplaces have been a cardinal factor influencing sales volumes. They started offering “18+” categories only in 2020.
In challenging times, demand for distraction-related products increases. Our category has always seen growth during all crises, because it offers something that improves your mood and calms you down.
At the same time, sales of intimate cosmetics are primarily growing. Now the share of this category is more than 20%. At the same time, on marketplaces over the past three years, the average check has remained virtually unchanged and varies in the range of 750-820 rubles. Against this background, offline, for example, he has already reached somewhere around 5 thousand rubles.
For quite some time now, a significant portion of these products have been coming from China. There are also European and American goods, they are also coming. I don’t know a single brand in our category that would stop working with Russia. And we have production, the share of domestic producers is growing significantly, especially in the last couple of years, by tens of percent.”
According to Forbes, marketplaces in the “18+” category are mainly represented by owners of their own brands—they account for 88% of sales. As a rule, these are inexpensive goods made in China. The share of products of a higher price segment on the sites is gradually increasing, emphasized the head of the Infoline-Analytics company, Mikhail Burmistrov:
“Most Russian consumers are not ready to spend very large budgets on sex toys. Therefore, the structure of demand is dominated by the low price segment, no name goods, under some small, local brands that are actually produced in China. This is also a certain stage in the development of the market.
But, on the other hand, we see that the offer is quite wide, and there are options in a higher price segment. That is, the consumer must first purchase this or that product, gain experience in using it, and then be able to compare and choose something else.
The only risk is that such products may be hazardous to health. But if we talk about taking adequate precautions when using these products, then in the worst case, a cheap product is simply something that will quickly lose its consumer characteristics.”
Meanwhile, offline points of sale of intimate goods are becoming fewer and fewer. According to 2GIS, in 2022 the number of such stores in cities with a population of over a million decreased by more than 6%. And in 2023 – by another 3%. For large networks that remain on the market, both the format and the audience are changing, Anton Yolchev, a representative of the Tochka Lyubvi franchise, told Kommersant FM:
“Now more and more people initially understand their request, that is, there is a better knowledge of physiology and anatomy. This was largely a consequence of the sex education of bloggers; information has become more accessible and you can easily find it yourself.
Meanwhile, the store format itself is changing. If earlier they were in dark, burgundy colors, with velvet curtains hanging there, now they are light, spacious rooms. Now these are everyday goods, people go there like they go to a grocery store or pharmacy. Traffic did not drop with the advent of marketplaces. Many of our customers tell us that they ordered something online, but the product was either of poor quality or not what they wanted.”
According to analysts at Supplier of Happiness, the market for sexual health products will grow by another 20% in 2024.
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