Insight of the Day: Can libido-boosting food & drink appeal to Brits?
- InsightTrendsWorld
- Feb 17
- 4 min read
Why This Topic is Trending
The growing interest in functional foods and drinks with wellness benefits, including sexual health.
Valentine's Day marketing amplifies discussions around libido, aphrodisiacs, and intimacy.
The rise of alternative medicine and natural remedies in younger demographics.
The shift in consumer attitudes towards sexual wellness, reducing stigma and increasing openness.
Overview
With one in five 16-44-year-olds open to libido-supporting food and drinks, the market for aphrodisiac products is gaining attention. However, scientific limitations on efficacy claims create a branding challenge. Despite this, the rising interest in functional beverages and natural wellness suggests an opportunity for well-positioned libido-boosting products, especially among young, health-conscious consumers.
Detailed Findings
Consumer Interest: 19% of 18-24-year-olds who are sexually active have used sexual enhancement medication.
Ingredient Perception: Traditional aphrodisiac ingredients (maca, damiana, horny goat weed) have strong cultural appeal but lack scientific validation.
Market Trends: Libido-related product launches remain niche but are increasing globally, according to Mintel’s GNPD.
Retail Success: Silverback libido supplements sold out in three weeks at Boots, showing demand.
Branding Strategy: Some brands, like Kin Euphorics and Gillian Anderson’s G Spot, find success by associating their products with libido enhancement rather than making direct health claims.
Key Takeaway
Despite regulatory restrictions on libido claims, aphrodisiac products can thrive with strategic branding, functional ingredient association, and alignment with modern wellness trends.
Main Trend: Libido-Boosting Functional Foods & Drinks
Description of the Trend
Consumers are increasingly seeking food and beverages that support overall well-being, including sexual health. Brands are leveraging ancient aphrodisiac ingredients and the functional drinks trend to create appealing, naturally positioned products.
Consumer Motivation
Desire for holistic wellness – Consumers are integrating sexual wellness into overall health.
Natural remedy appeal – 61% of 18-34-year-olds see natural remedies as effective as pharmaceuticals.
Interest in functional drinks – Non-alcoholic functional drinks are gaining popularity as stress-relief alternatives.
What is Driving the Trend?
Growing openness towards sexual wellness discussions – 52% of sexually active Brits are comfortable discussing sexual health.
Popularity of supplements – The market for libido-supporting supplements is expanding.
Influencer and celebrity-backed brands – High-profile endorsements (e.g., Bella Hadid, Gillian Anderson) boost credibility.
Motivation Beyond the Trend
Mindful drinking movement – Alcohol-free beverages with wellness benefits are increasingly popular.
Desire for stress relief – Stressed consumers are looking for natural ways to enhance intimacy.
Tech fatigue – Younger consumers embrace ancient remedies as a contrast to digital overload.
Consumer Profile
Demographics
Age: 18-44, with the highest interest among 18-34-year-olds.
Gender: Both men and women, with an increasing focus on female-targeted wellness.
Income: Middle-to-high income, wellness-conscious spenders.
Lifestyle: Health-focused, open to supplements, mindful drinking, and stress relief solutions.
Conclusions & Implications
For Brands
Position products within wellness rather than making direct libido claims to avoid regulatory issues.
Leverage natural remedy storytelling to appeal to younger consumers who trust ancient wisdom.
Integrate sexual wellness into holistic health marketing to normalize conversations.
Utilize influencer partnerships to enhance credibility and reach.
For Society
Reduces stigma around sexual wellness and self-care.
Promotes non-pharmaceutical solutions for libido support.
Encourages open conversations about intimacy and stress relief.
For Consumers
Expands options for natural libido-supporting solutions.
Enhances awareness of functional ingredients and their perceived benefits.
Encourages self-care through food and drink choices.
For the Future
More innovations in aphrodisiac functional foods and drinks.
Continued market expansion in non-alcoholic libido-supporting beverages.
Greater mainstream acceptance of sexual wellness as part of overall health.
Consumer Trend: Aphrodisiac-Inspired Functional Foods
Detailed Description
Functional foods and beverages incorporating traditional aphrodisiac ingredients (maca, damiana, ginseng) are gaining traction, particularly in the wellness space. Despite the scientific limitations, consumer interest in natural libido-boosting solutions is growing, driven by the broader health-conscious movement.
Consumer Sub-Trend: Wellness-Driven Sexual Health
Detailed Description
Consumers increasingly view sexual health as part of holistic well-being, integrating libido support into their supplement and functional drink choices.
Big Social Trend: Mindful Intimacy
Detailed Description
Mindful intimacy promotes stress-free, natural ways to enhance sexual well-being, incorporating functional foods, wellness routines, and mental health practices.
Worldwide Social Trend: Alternative Wellness Boom
Detailed Description
Traditional and alternative medicine-inspired wellness products continue to gain global popularity, especially among younger generations seeking natural solutions.
Social Drive: Stress & Tech Overload Relief
Detailed Description
Consumers, especially younger generations, seek natural antidotes to modern stress and digital fatigue, making ancient wellness remedies appealing.
Learnings for Brands to Use in 2025
Incorporate traditional aphrodisiac ingredients while maintaining regulatory compliance.
Avoid overt sexual claims and position products as part of the wellness movement.
Use influencer marketing to build trust and awareness.
Create engaging storytelling around the history of natural libido enhancers.
Strategy Recommendations for Brands in 2025
Expand functional beverage lines with stress-relief and intimacy-enhancing variants.
Develop partnerships with wellness influencers and celebrities to increase credibility.
Integrate products into holistic health campaigns rather than sexual wellness alone.
Explore non-alcoholic positioning to tap into the growing mindful drinking trend.
Final Sentence
Aphrodisiac-inspired functional food and drink products are poised for success by leveraging wellness trends, natural remedy appeal, and evolving consumer openness towards sexual health.
What Brands & Companies Should Do in 2025 to Benefit from the Trend and How to Do It
Core Trend: Functional food & drink with wellness benefits.
Core Strategy: Subtle, wellness-focused branding without explicit claims.
Core Industry Trend: The rise of alcohol-free functional drinks.
Core Consumer Motivation: Natural, stress-relieving solutions for intimacy and wellness.
Final Conclusion
The future of libido-boosting food and drink lies in smart branding, natural positioning, and aligning with holistic wellness trends. As consumer openness to sexual wellness grows, brands that seamlessly integrate intimacy-enhancing ingredients into everyday products will capture demand in a rapidly evolving market.
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