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Why Walmart, Target and Amazon Should Love that Vibrator Sales Are Surging

Updated from 10:41 a.m. EDT.

NEW YORK (TheStreet) -- Yeah, so, vibrators for women AND men are humming. You may be asking yourself: Why in the world is this guy-next-door-looking fella telling us about vibrators? Well, as part of my post-earnings season routine, I return to the notes excitedly scribbled down for what seems like a never-ending two-month period and search for new themes and stock ideas. Church & Dwight (CHD), the shepherds of the Trojan brand, remarked in its most recent earnings call that it would be bringing vibrator evolution to the marketplace shortly. I obviously chuckled, but made a note to follow whether the company was just pulling a joke on the investment community. This, in addition to a mission of mine to unearth growth areas inside of spacious productivity-leaking Walmart (WMT) and Target  (TGT) supercenters, led me to investigate the world of vibrators.


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It would appear that Church & Dwight has made good on its promise of stimulatory innovation, now offering new choices within the Trojan line, which has 69% market share of the U.S. condom market. Walmart has also improved its online vibrator availability, though Target's Web store offers nothing in the way of rubber/plastic, battery-powered pleasure.

Trojan Vibrator Portfolio, at a Glance

  • Trojan vibrating Twister: $59.99
  • Trojan vibrating multi-thrill with three kinds of textured tips (one is referred to as "wow"): $29.99


Durex (owned by Reckitt Benckiser)

  • Now selling a 30% more powerful vibration ring for males.

Believe it or not, vibrators for males are the fastest growing segment of the sex toy market Here are the industry stats to know:

  • By 2020, the sex toy industry is projected to be registering $52 billion in sales compared to $15 billion in 2013.
  • Between 2008 and 2013, the sex toy industry grew 12.5%.
  • 37% of couples have used a sex toy during intercourse.
  • 25% of women consistently orgasm during sex (just sharing the stats, people).
  • Top three markets in the U.S. for sex toy usage: (1) Wyoming, (2) Alaska, (3) North Dakota.
  • According to research, the first vibrator was used in a French asylum to treat female hysteria.

As an investor, you should always be searching for growing industries and the companies leading that growth. Let this vibrator analysis serve as a reminder of that initiative.

Note: Repeated attempts to reach Church & Dwight for an interview regarding their new vibrator innovation went unanswered.

-- By Brian Sozzi CEO of Belus Capital Advisors, analyst to TheStreet. This article represents the opinion of a contributor and not necessarily that of TheStreet or its editorial staff. At the time of publication, Sozzi had no positions in the stocks mentioned, although positions may change at any time.

Sozzi is the CEO and Chief Equities Strategist of Belus Capital Advisors. He is responsible for developing and managing an equities portfolio of mid- and large-cap positions, in addition to leading the firm's digital content initiatives. He is also a personal finance columnist for Men's Health magazine.

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