Thinking about the future of adult products from diverse needs
1、 The market limitations of traditional gender segmentation
1.1 Product development based on gender in the past
In the past, the adult goods market in Japan was simply divided into male oriented and female oriented categories in terms of product, promotion, and shelf classification. By default, the demand is pre-set based on physiological gender, and the product line is binary, ignoring the differences in demands within the same gender.
1.2 Consumer demand beyond gender framework
With the diversification of social concepts,バイブ, more and more users are no longer bound by gender labels. The differences in demand are more due to personal preferences, physical sensations, and living environment, rather than simply gender, and traditional classification methods are gradually unable to keep up with market changes.
2、 Product and conceptual changes brought about by diverse demands
2.1 Transgender and gender neutral products continue to increase
Manufacturers are starting to launch universal products that do not bind gender. Weakening traditional gender stereotypes in design, the appearance is simple and low-key, taking into account the feelings of different users, and suitable for use scenarios such as living alone and self-care.
2.2 Individual differences in demand are greater than gender differences
As female or male users, their preferences vary greatly depending on age, stress level, and living environment. Compared to gender, whether attention is paid to quietness, storage, material safety, etc., has a greater impact on purchasing decisions.
3、 Development and marketing strategies that need to be adjusted for the brand
3.1 Shift from gender classification to demand classification
Product planning no longer prioritizes dividing product lines by male/female, but rather by usage purpose and experience type. For example, products such as soothing and relaxing models, portable storage models, etc. are developed based on users’ real experiences.
3.2 Marketing expression respects diverse individuals
Promote the reduction of gender stereotypes,ディルド and do not pre-set fixed preferences for a certain group of people. At the same time, continuing the emphasis on privacy in the Japanese market, anonymous delivery and simple packaging are maintained to lower the psychological threshold for consumers.
Conclusion
The binary division of “male oriented” and “female oriented” in the Japanese adult goods market is loosening. The individual differences in consumer demand have far surpassed the differences caused by gender. The industry trend is shifting from gender labels to product development centered around personal feelings, with a continuous increase in products that are non gendered and minimalist in design. If a brand continues to adhere to traditional gender classifications, it is easy to miss out on diverse customer groups. In the future, breaking away from gender frameworks, respecting each individual’s unique needs, and adhering to material safety and privacy protection are the sustainable development directions of the industry.
