SEXY AISLES

ROBERT VOSBURGH

Feel the heat? Maybe it's a delayed reaction to all of those ads for Viagra, Levitra, Cialis and similar products. Or it could be subliminal thoughts associated with the whole physical "energy" trend that's infused nutrition bars and beverages.

Whatever the cause, sex is losing its protective, defensive aura and re-acquiring a distinct sense of fun. The changing attitudes can already be found in some supermarket categories, including sales of condoms with erotic add-ons and the arrival of massage oils from such staid brands as Johnson & Johnson's K-Y. Both are aimed at everyday consumers in mass-market sales channels.

"It seems to be getting a lift from the whole 'spa' trend, as well as the relaxation of anxiety regarding sexual enhancement products in general," said Tom Vierhile, executive editor of Productscan Online, the market research firm that included sexual products in its annual top trends list for 2006.

The liberation of pleasure enhancements from the confines of sex shops is strong evidence that consumers are taking the taboo out of sex. They're also magnifying a trend that began with food and beverages several years ago, according to Vierhile.

"The definition of energy has been stretched. It used to just mean products like Gator-ade," he said. "Then it went to mental energy. Now it's sexual energy, with products like Red Bull, which has a definite image of sexual prowess and stamina."

In the natural/organic category, certain supplements like horny goat weed are becoming popular alternatives to prescription medicines. In fact, one substance - red kwaao khruea - is known as "herbal Viagra."

While candy suspender belts are out of the question, retailers might find that some new products coming to market are appropriate for their customer base. And why not bring a little bit of new thinking into the food categories? That old adage about the connection between sex and food could really liven up the centerfold of next week's circular.