Core Viewpoint - The article discusses the phenomenon known as the "condom paradox," where condom sales typically increase during economic downturns, but recent trends show a significant decline in sales, indicating a shift in consumer behavior and desires amidst economic pressures [3][4][12]. Group 1: Condom Market Trends - The condom industry is experiencing a comprehensive decline across the supply chain, with upstream rubber supply shrinking, midstream brand performance dropping, and downstream sales remaining sluggish, indicating a harsh industry winter [5][6]. - Karex Berhad, the world's largest condom manufacturer, saw a 40% drop in sales from 2020 to 2022, leading to a shift in production towards medical gloves [8]. - In China, the total sales revenue of condoms is projected to decrease from 187.86 billion yuan in 2023 to 156 billion yuan in 2024, marking a 17% decline [3][12]. Group 2: Brand Performance - Durex's sales in China plummeted from 3.72 million units in 2019 to 842,000 units in 2021, with its market share dropping to 29.3% by 2024 [9]. - Jissbon, another major brand, has also reported declining market share and sales since 2022, with over 78,000 condom-related companies shutting down between 2020 and 2024 [11]. - The overall condom market in China has contracted by 25% from 208 billion yuan in 2020 to 156 billion yuan in 2024, with an average annual decline of about 6% [11][12]. Group 3: Changing Consumer Behavior - The decline in condom sales is attributed to multiple factors, including reduced hotel occupancy rates and the rise of alternative contraceptive methods, such as subdermal implants and oral contraceptives, which have seen significant growth [12][13]. - The economic pressures have led to a decrease in young people's willingness to invest in intimate relationships, as they prioritize financial stability over romantic engagements [13][14]. - The shift in consumer preferences is evident as the demand for sexual wellness products has increased, with the adult products market in China projected to exceed 200 billion yuan by 2024, significantly outpacing the condom market [19][20]. Group 4: Rise of Adult Products - The adult products industry has seen a remarkable growth rate of 24% over the past five years, with a market size that is over 13 times larger than that of condoms [19]. - The user base for adult products is increasingly female, with 70% of late-night orders coming from women, indicating a shift in consumer demographics and preferences [24]. - The marketing focus for adult products has transitioned from pleasing partners to self-acceptance and personal enjoyment, reflecting a broader cultural shift towards individual sexual empowerment [30].

Core Insights - The condom market is experiencing a significant decline in sales, while the sex toy market is booming, indicating a shift in consumer preferences and behaviors [2][12]. Industry Overview - Durex, a leading brand in the condom market, has seen its sales drop dramatically, with Tmall sales plummeting from 3.72 million units in 2019 to 840,000 units in 2021, a decrease of 77% [4]. - As of 2024, Durex's market share in China has shrunk to 29.3%, down from over 50% in 2019 [4]. - The overall condom industry is facing a "snowball effect" of business closures, with over 40,000 condom-related companies shutting down between 2020 and mid-2022, averaging more than 17,000 closures per year [9]. Market Dynamics - The average hotel occupancy rate in China was only 58.8% in 2024, contributing to a decline in condom usage, which is often associated with temporary relationships [11]. - New contraceptive methods, such as subdermal implants and oral contraceptives, are becoming more popular, reducing the reliance on condoms [11]. Sex Toy Market Growth - The sex toy market in China surpassed 200 billion yuan in 2024, making it 13 times larger than the condom market [12]. - Online sales of sex toys are projected to grow at a compound annual growth rate of 12.45% from 2022 to 2027, with a potential increase of approximately 13.4 billion USD [14]. - The repurchase rate for adult products is high, with a 38% rate reported over 90 days, and the average order frequency increasing from 2.1 times in 2021 to 5.3 times in 2024 [14]. Consumer Behavior Shift - The rise in sex toy sales reflects a broader change in consumer attitudes towards intimacy and personal pleasure, moving away from traditional relationships [16][20]. - The increasing number of single individuals in China, estimated at 297 million or 20.7% of the population, indicates a societal shift towards individualism in personal relationships [17]. - Consumers are prioritizing self-pleasure and autonomy over traditional romantic relationships, leading to a re-evaluation of intimacy and sexual experiences [22][24].

Core Viewpoint - The article discusses the phenomenon known as the "condom paradox," which suggests that condom sales increase during economic downturns. However, recent trends show a significant decline in condom sales, contradicting this historical pattern, indicating a broader shift in consumer behavior and desires [4][5][14]. Group 1: Condom Market Decline - The condom industry is experiencing a comprehensive downturn, with upstream production, midstream brands, and downstream sales all shrinking. This indicates a significant industry-wide recession [6][10]. - Karex Berhad, the world's largest condom manufacturer, reported a 40% drop in sales from 2020 to 2022, leading to its first-ever loss since going public. The company had to pivot some production lines to medical gloves to cope with the crisis [9][12]. - In China, the total sales revenue of the condom market is projected to decline from 187.86 billion yuan in 2023 to 156 billion yuan in 2024, marking a 17% decrease [4][12]. Group 2: Changing Consumer Behavior - The decline in condom sales is attributed to a reduction in interpersonal interactions and a shift in sexual behavior, with many consumers opting for alternative contraceptive methods such as implants and oral pills, which have seen significant growth [13][14]. - The average hotel occupancy rate in China was only 58.8% in 2024, which has negatively impacted the demand for condoms typically used outside the home [12]. - The rise of single-person households, with over 297 million single individuals in China, reflects a cultural shift where many choose to prioritize personal fulfillment over traditional relationships [25][28]. Group 3: Growth of Adult Products - In contrast to the declining condom market, the adult products industry is booming, with the market size expected to exceed 200 billion yuan in 2024, making it over 13 times larger than the condom market [19][20]. - The adult products sector has seen a significant increase in consumer engagement, with a 90-day repurchase rate of 38% for adult products, indicating a strong shift in consumer preferences [21][22]. - The marketing focus for adult products has shifted from pleasing partners to self-acceptance and personal enjoyment, reflecting a broader societal change in attitudes towards sexuality [34][35].

Core Insights - The article emphasizes the increasing importance of women's intimate health in China, driven by national policies and societal awareness, highlighting a shift towards comprehensive health services that encompass physical, psychological, and relational aspects [1][2][5]. User Perspectives - Women are experiencing a "cognitive awakening" regarding intimate health, shifting their focus from purely physiological issues to include psychological and relational dimensions, with 92.5% recognizing its significance [2][5]. - A significant portion of women (82.8%) report facing various intimate health issues, with gynecological infections and menstrual irregularities being the most common concerns across different age groups [48]. Industry Development Status: Demand Side - There is a need for continuous market education as 38.4% of women understand intimate health, but 60% still have limited awareness, indicating a gap that needs to be addressed [11]. - The demand for intimate health products is diversifying, with a growing emphasis on postpartum recovery and ovarian care, alongside a cautious consumer attitude towards efficacy and safety [11][14]. Industry Development Status: Supply Side - The market is witnessing a proliferation of intimate health institutions, but many face challenges such as inadequate service quality and compliance issues, leading to a potential phase of consolidation [14][17]. - The intimate health sector is expected to grow significantly, with projections indicating a market size exceeding 1 trillion by 2027 and 2 trillion by 2030 [17]. Market Segmentation - The "Yueji Girl" demographic, primarily unmarried women in first and new first-tier cities, shows a strong focus on self-care and intimate health awareness [20]. - The "Elegant Mom" group, consisting of married women in second and third-tier cities, faces increased pressure and health concerns post-childbirth, leading to a shift in their health priorities [23][28]. Consumer Behavior - Women are increasingly seeking intimate health products and services driven by health awareness and psychological needs, with a rational decision-making process that involves thorough research before purchase [60]. - Satisfaction levels with intimate health products are low, with only 24.5% expressing high satisfaction, particularly among women aged 36-55 who are more attuned to the value of these products [64]. Industry Trends - The intimate health market is evolving towards a more professional and differentiated landscape, with a focus on safety, efficacy, and consumer education as key drivers for sustainable growth [73]. - The liberation of women's needs is leading to the emergence of high-potential niche markets, particularly in areas like menopause management and pelvic health, which are expected to see significant growth [76].