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Seasonal Trends
Visibility Vs Authority
Link Acquisition
Content Performance
✅ Free Sexual Wellness Industry Report.
Used by over 9,000 sexual wellness marketers to benchmark performance, spot trends, and guide their SEO strategy.
10 minutes
Reading time
100+
Brands ranked
Updated February 2026
"The report it was very interesting as has been the case in previous years."
- BOX, Marketing Manager, Mike Hart
"Really impressed with the work done behind the research, really well done to the team and Salience"
- Funding Options, , Head of Organic, Sonia Morrison
In this report, we’ve taken a cheeky peek into the sexual wellness industry, analysing all its kinks and quirks regarding online marketing.
If you’re an online sex wellness brand looking to grow your online visibility this year, this report should be part of your arsenal. You’ll discover metrics such as visibility, page speed, and keyword opportunity. You’ll also see harder-to-find stats such as digital reach and brand reputation. To see how industry leaders are mastering their digital presence, explore our strategy spotlight featuring Sinful.
Want a deeper insight into your competitors and how you rank when it comes to your online presence? Simply fill in the form, or read on for a sneak peek.
The biggest brands got better known. Ann Summers grew brand searches by over 120,000 monthly, their highest recorded brand awareness. Lovehoney held 450,000 monthly brand searches, second in the market. Both are better recognised than they were a year ago. Both lost significant ground in organic search visibility.
Ann Summers: -9.8%.
Lovehoney: -9.7%.
Bondara: -10.9%.
The top three brands by authority all declined. In the same period, Sinful.co.uk grew 163.7%. Simply Pleasure grew 252.6%. Pulse & Cocktails grew 101%.
This isn’t a story about the market shrinking, though the market did decline 2.6% overall. It’s a story about redistribution. And what’s being redistributed is product discovery traffic. The clicks that happen when someone searches for a specific type of product and lands on whoever has the most relevant page.
That redistribution is driven by a fundamental shift in how people search for sexual wellness products. Product keyword volume fell 18.6% year-on-year. The informational and browsing searches, ‘best vibrators,’ ‘types of sex toys,’ ‘gift ideas for couples’, are leaving Google and moving to TikTok, Reddit, YouTube.
By the time buyers arrive on Google, they’ve already done their research elsewhere. They arrive knowing what they want. They search ‘suction vibrator’ or ‘remote controlled toy for couples’ or ‘vibro panties’, specific products, specific intent, specific moment.
The brands with dedicated pages for those specific searches win the click. The brands without them don’t. That’s what the data shows.
The brands growing in this market don’t have better PR or stronger backlinks. They have better site architecture. More granular product taxonomy. Landing pages that map to specific intent rather than broad category browsing. The organic discovery layer in sexual wellness doesn’t reward authority anymore. It rewards specificity.
The Salience Index tracks 100+ brands across the UK sexual wellness market. It measures organic visibility, brand search volume, keyword trends, authority signals, and product-level search data, and is updated every six months. Download a free copy here.
No, all our reports are free. Feel free to download this report with no hidden fees. We perform market research in the industries that we would like to work with and enjoy sharing the findings to the public.
Sometimes your brand may be missed from the report because it doesn’t meet our threshold. If you would like to see your brand and how it compares to the rest of the competition, get in touch and we can send you a personalised report featuring your company.
The top 10 list for sex toy brands based on their overall visibility is as follows:
<ol>
<li>annsummers.com</li>
<li>lovehoney.co.uk</li>
<li>forthecloset.co.uk</li>
<li>seriouslysensual.co.uk</li>
<li>bondara.co.uk</li>
<li>sextoys.co.uk</li>
<li>lovewoo.co.uk</li>
<li>uberkinky.co.uk</li>
<li>extremerestraints.com</li>
<li>lelo.com</li>
</ol>
<ol>
<li>forthecloset.co.uk (4127%)</li>
<li>seriouslysensual.co.uk (144%)</li>
<li>lucidtoys.com (100%)</li>
<li>fetshop.co.uk (75%)</li>
<li>lovense.com (75%)</li>
</ol>
<ol>
<li>annsummers.com (-46%)</li>
<li>lovehoney.co.uk (-48%)</li>
<li>bondara.co.uk (-49%)</li>
<li>adameve.com (-83%)</li>
<li>sextoys.co.uk (-62%)</li>
</ol>
