In this Sexual Wellness Industry Analysis, I’ve pulled together every key figure and insight from our recent sexual wellness sector report.
The UK sexual wellness market shows strong growth, evolving consumer habits, and clear leaders in visibility, reviews and brand reach. Whether mapping out keyword opportunities or auditing your page speed, these metrics will help you shape your strategy.
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Which Sexual Wellness brands dominate organic traffic?
Organic traffic score measures the estimated monthly clicks based on ranking position, search volume and click‑through estimate. It’s the closest proxy for how much demand each site captures from Google.
Across the top ten, Lovehoney stands out with an 821,851 score, nearly twice the next closest rival. Ann Summers follows with 480 748, Bondara at 128 995, Durex on 69 022 and Sinful at 46 910. These five capture the lion’s share of organic demand.
High traffic scores show which competitors own generic search terms. If you’re chasing growth in “sex toys” or “intimate wellness”, you need to analyse how these leaders structure their content, category pages and link profiles to win clicks at scale.
Here’s how the rest of the market stacks up:
| Overall rank | YoY Change | Brand | Traffic Jan 18, 25 | Traffic Jan 21, 24 | YoY Change |
| 1 | 0 | lovehoney.co.uk | 821,851 | 464,041 | 77% |
| 2 | 0 | annsummers.com | 480,748 | 376,330 | 28% |
| 3 | 0 | bondara.co.uk | 128,995 | 113,107 | 14% |
| 4 | 1 | durex.co.uk | 69,022 | 67,795 | 2% |
| 5 | 19 | sinful.co.uk | 46,910 | 6,985 | 572% |
| 6 | 11 | sextoys.co.uk | 38,177 | 9,773 | 291% |
| 7 | 5 | cloudclimax.co.uk | 35,212 | 18,322 | 92% |
| 8 | -2 | bad-dragon.com | 32,216 | 32,415 | -1% |
| 9 | 29 | lovense.com | 24,435 | 3,587 | 581% |
| 10 | -1 | lelo.com | 24,337 | 20,391 | 19% |
| 11 | -7 | loveoutlet.co.uk | 22,804 | 111,263 | -80% |
| 12 | -2 | condoms.uk | 21,665 | 20,098 | 8% |
| 13 | -6 | lucidtoys.com | 21,167 | 25,631 | -17% |
| 14 | -6 | pulseandcocktails.co.uk | 16,574 | 21,310 | -22% |
| 15 | 3 | uk.honeybirdette.com | 16,563 | 9,450 | 75% |
| 16 | 0 | uberkinky.com | 15,128 | 9,966 | 52% |
| 17 | -4 | peachesandscreams.co.uk | 13,177 | 16,844 | -22% |
| 18 | 7 | dragondildo.co.uk | 11,779 | 6,528 | 80% |
| 19 | -5 | shivaonline.co.uk | 11,532 | 12,434 | -7% |
| 20 | 19 | easytoys.uk | 11,044 | 3,584 | 208% |
Which brands lead the market in online visibility growth?
Year‑on‑year growth in visibility reveals who is executing successful campaigns and technical fixes. Lovehoney tops the growth table with a 77 % increase over the last twelve months, outperforming the market average by 39 %. Ann Summers rose 28 %, Lovense jumped 581 % and Sinful surged 572 %. Even niche players like Sex Toys saw a 291 % uplift, suggesting that well‑targeted long‑tail content can yield rapid gains.
The market grew 38 % in search traffic yearly, signalling rising consumer interest and maturing search behaviour. Brands ignoring SEO fundamentals risk being left behind as audiences shift online.
Which Sexual Wellness brands have the best review sentiment?
Trust signals like customer reviews now heavily influence click‑through rates and brand authority. We rank brands by a combined Trustpilot score and volume metric:
- Lovehoney: 4.5 stars from 241,506 reviews
- Bondara: 4.5 stars from 25,302 reviews
- Ann Summers: 3.8 stars from 81,744 reviews
- UberKinky: 4.5 stars from 8,469 reviews
- Bellesa Boutique: 4.3 stars from 10,064 reviews
High review scores, backed by volume, suggest strong product‑market fit and customer service. If your site tags or schema miss key review snippets, you lose a competitive advantage in the SERPs.
Which Sexual Wellness brands have the most significant brand prominence?
Brand prominence blends monthly branded search volume with social media reach to show who owns mindshare beyond generic terms:
- Ann Summers: 550 000 branded searches, 1 330 owned social score
- Durex: 27,100 branded searches, 22,079 owned social score
- Lovehoney: 550,000 branded searches, 528 owned social score
- Honey Birdette: 22,200 branded searches, 2,382 owned social score
- Bad Dragon: 40,500 branded searches, 369 owned social score
A balanced prominence profile means you’re both highly searched for by name and actively engaging audiences on social platforms. Brands weak in one area should invest in digital PR or social content to fill the gap.
Owned social score considers followers and engaged conversations on all major social platforms. A strong owned audience now influences SEO more than ever—brand queries feed Google’s entity understanding, soften the impact of core updates and now, social content such as TikTok videos and Instagram reels are starting to be pulled into the SERP!
How is page experience shaping the Sexual Wellness market?
Page speed and core web vitals now tie directly to user satisfaction and rankings. Our data shows that a 1-second delay in load time can cost a 7 % dip in conversions.
Sites lagging peers in load time risk higher bounce rates. If you haven’t audited your mobile performance or largest contentful paint, now is the time to prioritise fixes.
Here’s our index of page speed performance taken from Google Page Speed Insights.
What keyword gaps and long‑tail opportunities can you exploit?
Search volume trends reveal shifts in consumer language. Beyond category staples like “sex toy” and “condoms”, there’s rising demand in queries like “couples vibrators guide” and “best strap‑on for beginners”. These long‑tail keyword opportunities often face less competition and convert at higher rates.
Curious how Lovehoney pulled ahead? Read the Lovehoney case study for an insider look at the strategies powering a 77 % YoY growth.
P.S. Access the 2025 Salience Sexual Wellness Index here.
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