| | | | | Ancient wisdom meets modern desire as botanicals boom in sexual health | Modern humans are turning to ancient wisdom for their most intimate health needs. As consumers become increasingly proactive about optimizing their sexual, reproductive and hormonal health, they’re embracing the time-honored traditions of Ayurveda and Traditional Chinese Medicine (TCM) along with a treasure trove of plant-based supplements. This marriage of old and new is evident in forward-thinking fertility clinics, where TCM now partners with IVF treatments, backed by studies showing Chinese herbs may improve success rates. Meanwhile, Ayurvedic powerhouses like ashwagandha and shatavari are capturing hearts—and market share—with their impressive effects on stamina and libido.
The love affair between humans and herbal medicine dates back to our hunter-gatherer ancestors, who first discovered these botanical aphrodisiacs thousands of years ago. Today’s consumers are rekindling this relationship, but with modern scientific backing. NBJ market sizing estimates in the recently published Sexual and Reproductive Health Report show that the market for sexual health supplements is dominated by combination herbal formulas, followed by maca, ashwagandha and mushrooms.
Combination herbal formulas are the clear stars of the show in the sexual health category, outshining single ingredients thanks to their ability to address multiple concerns simultaneously. In the men’s market, these formulas are performing spectacularly, outselling their nearest rival, maca, by a factor of seven, while enjoying ~10% annual growth in the women’s market.
The supporting cast is equally impressive. Maca, an Ayurvedic staple, is having its spotlight moment among men seeking improved erectile function and women managing menopause symptoms. Ashwagandha continues to prove its worth scientifically, emerging as a versatile performer in everything from hormone balance to libido enhancement. Meanwhile, TCM’s darlings—functional mushrooms—are poised for a dramatic entrance, projected to see a fivefold market share increase in the sexual health category.
This convergence of ancient wisdom and modern science presents a golden opportunity for supplement brands, which can capitalize by developing innovative formulations that honor traditional knowledge while incorporating contemporary scientific validation. The key lies in presenting these time-tested ingredients in ways that resonate with today’s health-conscious consumers while maintaining the authenticity and efficacy that have sustained these remedies for millenia. |
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| Robyn Lawrence | | The author of four books, Robyn Lawrence has written in the natural lifestyle, food and wellness space since she helped launch Natural Home magazine in 1999. She was Natural Home’s editor-in-chief for 11 years and has been an editor for several national magazines, including Mother Earth News and Herb Companion. As senior editor for NBJ, she writes articles and contributes to report content. |
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