Ukrainians are increasingly investing in intimacy and romance: over the year, demand for intimate goods, desserts, and flowers through Glovo has grown by tens of percent, and the hottest month was February with a 116% increase in orders in the «18+» category.
Ukrainians are increasingly investing in intimacy and romance: over the year, demand for intimate goods, desserts, and flowers through Glovo has grown by tens of percent, and the hottest month was February with a 116% increase in orders in the «18+» category.
As Glovo reported in a press release, the service analyzed millions of orders on the eve of International Sex Day, which is celebrated on November 30. During this period, the category of intimate goods increased by 81,9%, desserts by 71,6%, and flowers by 57,7%. The company explains: this «basket of pleasure» indicates a trend that Ukrainians are consciously adding more warmth and care for relationships to their everyday lives.
Glovo is also paying attention to changing customer behavior: the market is gradually shifting from solo orders to joint experiments. Sales of toys for couples and erection rings are growing the fastest. Vacuum stimulators and rabbit vibrators are leading among products aimed at women, and masturbator eggs are among men’s items. The company notes that the structure of the basket is increasingly being formed by couples who are looking for new intimacy scenarios, not just individual practices.
Ukrainians are not limited to basic protection. In the condom segment, demand is shifting to more «playful» and sensitive solutions: popular neon models that glow in the dark, ultra-thin Japanese options for maximum sensitivity, as well as positions designed specifically for oral sex and additional safety.
Geography is also indicative. The highest average check for intimate goods, approximately 1,600 UAH, is demonstrated by Kyiv and Odesa. The top 5 cities where orders for «adult» leisure are made most often include Kyiv, Lviv, Odesa, Dnipro and Kharkiv. The most active time is from 6:00 PM to midnight, when the working day is over and people have space for their personal lives; Glovo separately notes that during blackouts the evening «romantic wave» noticeably intensifies.
The company recalls that during the full-scale war, Ukrainians massively switched to delivery as a basic service: from groceries to pharmacies. Now, through the same application, they also order goods related to intimacy and caring for each other. Glovo believes that the growth of this segment is another marker that, despite the war, people are trying to restore normality of life, maintain partnerships and look for ways to reduce stress through intimacy and romance.
Previously, dev.ua wrote about how the Glovo Startup Lab 3.0 program, organized by Glovo together with the Ukrainian Startup Fund with the support of the Ministry of Digital Affairs, gathered 9 best teams out of 35 applicants. The final Demo Day determined the teams that will go for an internship at Glovo headquarters in Barcelona.
