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As the Epidemic Gradually Controlled, the Global Adult Store Market is Expected to Return to Normal Production and Sales

Adult store means any business involving the sale and/or rental of adult videos, adult goods, adult magazines, or the showing or viewing of adult videos, or any combination thereof, but does not include a store where the provision is only incidental to the carrying on of the business of the provision and display of videos, magazines or goods. For the purposes of this definition. Adult Goods means goods appealing or designed to appeal to erotic or sexual appetites or inclinations that, due to their sexual nature, are described or advertised as appropriate only for use by adults, including any pictorial photographic or graphic depiction of subject matter distinguished or characterized by the portrayal of one or more persons involving or engaging in sexual activities, or by emphasis on the display of human body areas; and any other goods referred to as adult in a sexual context. Adult Magazine means any magazine, the content or cover of which is designed to appeal to erotic or sexual appetites or inclinations, through the pictorial, photographic or other graphic depiction of subject matter distinguished or characterized by the portrayal of one or more persons involved or engaging in sexual activities, or by emphasis on the display of human body areas. Adult Video means any video media, the content or container of which is designed to appeal to erotic or sexual appetites or inclinations, through the pictorial, photographic or other graphic depiction of subject- matter distinguished or characterized by the portrayal of one or more persons involved in sexual activities, or by an emphasis on the display of human body areas, and any video classified by the Ontario Film Review Board as restricted, with the added information piece adult sex film.

It can be divided into sex toys, personal lubricants and erotic lingerie. The primary difference between personal and surgical lubricants is that surgical lubricants are thicker, sterile gels, typically containing a bacteriostatic agent. In 2019, these three types respectively covered a market share of 33.17%, 13.17% and 21.86%. Adult goods can be found in adult and specialty stores and online retail stores, and these two respectively covered a market share of 67.74% and 31.26% in 2019.

COVID-19 Affects the Development of Adult Store in All Aspects

The impact of COVID-19 on the Adult Store industry will involve all major links and all entities in the industry chain. Due to the impact of the epidemic, the production of raw materials and equipment procurement and transportation supply are difficult to be in place, and upstream enterprises affect the work schedule of downstream enterprises. Equipment manufacturing and product manufacturing enterprises in Adult Store industry are affected to different degrees, and the production and delivery work may be delayed to some extent. Meanwhile, if it fails to meet the delivery time requirements according to the contract, it may lead to the customer looking for another enterprise and lose business.

As for downstream market, the COVID-19 has led to a decline in offline passenger flow, and the advantages of e-commerce companies have become prominent. During the epidemic prevention and control period, some adult store enterprises did not carry out internet marketing and promotion for their business, so they encountered great resistance in undertaking business. For enterprises that fail to make good use of network promotion means, there is almost no market development during the epidemic period, and the original offline market development plan is disrupted, and the epidemic will face fierce market homogenization competition, which is expected to have a great impact on the business throughout the year. In 2020, the market value of adult and specialty stores was 9,029.7 M USD, with an increase of 5.12%, while the market value of online retail stores was 4,925.3 M USD, with an increase of 20.41%. It can be seen that under the influence of the epidemic, online retail stores have become preferred by consumers.

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Although the supply of upstream raw materials for adult stores and the normal operation of enterprises have been affected by the epidemic, sales of adult stores have increased during the epidemic. The COVID-19 emergency has impacted the global sex toys market in a positive direction. As per the recent evidence and data, COVID-19 illness is not a sexually transmitted disease, however, it can pass through close contact with infected person while having sex. This means there is a potential risk of transmitting the coronavirus through physical touching if the person has the virus. This factor is significantly driving demand for sex toys due to growing product demand. This expected growth is attributed to quarantining and physical distancing. The situation is incompatible for sex with partners, and sexual desire and pleasure are natural human needs and emotions; thereby people are choosing sex toys along with sexually related products to fulfill their sexual desires during quarantine. Since the emergency began across the globe to curb the virus spread, there is massive surge in the demand for sexual enhancement products and sex toys. Thus, sex toys and sexually related product shops across the globe have witnessed a boom in product sales during the pandemic. For instance, Swedish premium sex toys brand LELO, has experienced massive surge in their sales and increased by 40% from early this year.

In 2019, the global value of adult products was 12,680.7 M USD, and in 2020 it increased to 13,955.1 M USD, which is a larger increase compared with other years. North America is the largest adult products market, with a market value of 4,316.6 M USD in 2019. The adult products industry has a low market concentration rate, with the top three companies having a total market share of 2.44%.

Adult Store Market Forecast Under COVID-19

Under the public background of the COVID-19 crisis, the industry is being affected. It is currently impossible to accurately predict the degree of control of this epidemic in various countries, and it is impossible to predict whether it will function normally for long-term economic activities. However, historical data shows that the impact of natural disasters on the macro economy is usually short-term, and the economy often shows a V-shaped trend. Affected by the disaster and market sentiment, the economic growth rate usually drops sharply in a short period of time, but as the disaster is gradually controlled, the market sentiment returns to stability, and the temporarily suppressed consumption and investment needs will be released, resulting in economic rebound. The outbreak of the epidemic will have a significant impact on enterprises and individuals within a certain period of time, especially on small and medium-sized enterprises and low-income families. It is necessary for the government to take targeted financial and monetary measures to help all walks of life together.

Though the new epidemic has affected the supply of raw materials in the adult products industry and the passenger flow of physical stores in a short time, the overall market developed in 2020, indicating that market demand is still unabated. Therefore, as the epidemic is gradually controlled, the industry is expected to return to normal production and sales. The global value of adult store is supposed to reach 20,114.1 M USD.

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