The ultra-processed pink fanfare of Valentine’s Day shouldn’t distract us from a more grounded truth about consumers’ earthly desires: their libidos. Mintel research shows one in five 16 to 44-year-olds would try a food or drink that supports their libido, and 19% of 18 to 24-year-olds who are sexually active have taken medication for sexual enhancement.
Given the way Valentine’s Day shapes the national mood this time of year, it’s a good opportunity to reappraise the ancient, amorous world of aphrodisiacs.
Ingredients like maca, damiana and horny goat weed have ancient associations with libido support. However, making claims about their efficacy is curtailed by a lack of scientific proof. This truth was laid bare in a Dragons’ Den episode last year, when Wiggy libido supplements were slammed by the Dragons for the absence of scientific evidence.
The placebo effect will be prevalent in aphrodisiacs, as the power of suggestion is a strong motivator for sexual desire. Yet whether you’re in ‘camp placebo’ or not, the buzz around aphrodisiacs in 2025 is worth analysing.
Despite the inability to make overt health claims, some brands are finding success by generically associating products with libido support. Kin Euphorics, the US functional and zero-alcohol drinks brand co-founded by supermodel Bella Hadid, also celebrates aphrodisiacs like damiana, and is achieving sales success in a tough market. Meanwhile, Gillian Anderson-owned G Spot wellness drinks – which include an Arouse variant – recently received investment from Heineken.
In the vitamins, minerals and supplements category, Mintel’s Global New Products Database (GNPD) shows global launches that mention the words ‘libido’, ‘aphrodisiacs’ or ‘sexual’ on-pack remain niche, but are soaring, helping familiarise consumers with libido-support ingredients. In Boots, the testosterone-boosting and libido-supporting Silverback supplements reportedly sold out in just three weeks. And we know that right now functional drinks are taking inspiration from the supplements industry.
Positively for aphrodisiac products, sex is less of a taboo for modern British shoppers. Mintel research finds that when asked if they find talking about sexual health embarrassing, 44% of Brits who are sexually active said yes, but 52% said no.
These products also draw on the mystery of traditional medicine, which is beguiling to modern consumers. Among Brits who have taken an oral/topical over-the-counter remedy, 61% of 18 to 34-year-olds think natural remedies are just as effective as medicated products. Digitally overloaded, young people find ancient folklore a nature-based antidote to modern technology.
With the right branding and transparent approach to information, aphrodisiac drinks – especially alcohol alternatives – can resonate among stressed-out consumers seeking libido support.
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