On March 23, 2026, a coalition of the sexual wellness industry's biggest names officially launched "The Future of Sexual Wellness 2026," the most ambitious international consumer study the sector has ever attempted. Led by research consultancy Zandora and backed by Orion, pjur, Lovehoney, Little Leaf Agency, and Modality, the survey aims to build the first comprehensive, evidence-based picture of how people worldwide actually experience, purchase, and think about sexual wellness products.

Why It Matters

The sexual wellness industry has long operated on a mix of sales data, anecdotal retailer feedback, and occasional one-off surveys. This study represents the first coordinated, multi-company effort to generate primary consumer research that the entire industry can reference — a maturity milestone that sectors like beauty, fitness, and consumer electronics achieved decades ago. The results, expected later in 2026, could reshape product development priorities, marketing strategies, and retail partnerships by replacing assumptions with data. For an industry fighting to be taken seriously by mainstream retailers, investors, and regulators, having credible third-party consumer research is table stakes.

The study is deliberately open to anyone — not just existing customers of sexual wellness brands — and takes approximately ten minutes to complete. Available in German, English, French, and Spanish, it covers purchasing behavior, unmet needs, barriers to access, and consumer expectations for what an inclusive, stigma-free sexual wellness future should look like. Participants can enter a prize draw for four sexual wellness packages valued at over €1,800 combined. The survey is accessible at Zandora's website.

Jennifer Parry, Brand Director at pjur, framed the initiative in explicitly scientific terms: "As an industry, we have a responsibility to advance sexual wellness in an evidence-based way. This study establishes a robust data foundation." The collaborative nature of the study — bringing together a German manufacturer-distributor (Orion), a Luxembourg-based lubricant giant (pjur), and the UK's largest sexual wellness retailer (Lovehoney) — signals that the industry recognizes its collective knowledge gap about who its customers actually are and what they want.

The study arrives at a moment when the industry desperately needs hard data. Market sizing estimates for sexual wellness range wildly from $25 billion to $250 billion depending on the source, and consumer demographic data is largely proprietary, siloed within individual companies, or derived from small self-selected samples. The gap between what brands assume about their customers and what those customers actually think has never been rigorously measured at scale.

Sources

Update — 2026-03-25

Initial entry — story first created.