# Lovehoney

Lovehoney is a sexual wellness company whose surveys offer insights into dating trends and user behaviors for dating operators.

Source: https://highintentmedia.com/news/companies/lovehoney
Type: Company
Maintained by: High Intent newsroom
Last updated: 2026-07-31T17:41:42.552311+00:00

## Key facts

- Type: Other
- Founded: 2002
- Headquarters: Bath, United Kingdom
- Parent company: Lovehoney Group
- Headcount: 201-500
- Brands: Lovehoney
- Website: https://www.lovehoney.com
- Crunchbase: https://www.crunchbase.com/organization/lovehoney
- LinkedIn: https://www.linkedin.com/company/lovehoney/
- Wikidata: https://www.wikidata.org/wiki/Q66922896

## Profile

Lovehoney is a UK-based retailer specializing in sex toys and lingerie. The company conducts surveys that offer insights into consumer behavior related to sexuality and relationships. Recent Lovehoney surveys indicate generational differences in dating preferences, particularly regarding political compatibility among Gen Z. These findings suggest that Gen Z adults, especially women, are less willing to date individuals with differing political views compared to older demographics. This trend has implications for dating app design and user matching algorithms. Lovehoney surveys also highlight varying motivations for sexual activity across different demographics. For example, LGBTQ+ individuals, Gen Z, and Millennials are more likely to use sex for wellness purposes, such as stress or headache relief, than heterosexual or older groups. This indicates a potential gap in mainstream dating app offerings, which often prioritize romance over other aspects of intimacy and connection. The company's data can inform dating operators about evolving user needs and product opportunities.

## What operators should know

- Gen Z often prioritizes political alignment in dating, limiting their dating pool.
- Many users, especially LGBTQ+, view sex for wellness, not just romance.
- Dating apps may miss opportunities by not addressing functional intimacy needs.
- Operators must choose to filter or de-emphasize political views in matching.

## FAQ

### What do Lovehoney's surveys indicate about Gen Z dating preferences?

Lovehoney's surveys suggest that Gen Z adults, particularly in the UK, are significantly less likely to date individuals with differing political views compared to older generations. This trend could lead to a smaller dating pool for Gen Z and presents a challenge for dating app operators deciding whether to emphasize political compatibility or remove such filters.

### How do LGBTQ+ individuals view sex according to Lovehoney's research?

Lovehoney's research indicates that LGBTQ+ individuals, along with Gen Z and Millennials, often associate sex with wellness benefits like stress and headache relief. This contrasts with many mainstream dating apps' focus primarily on romance, suggesting a missed opportunity for product development that caters to these functional aspects of intimacy.

### Why are Lovehoney's survey findings relevant to dating app operators?

Lovehoney's survey findings are relevant because they reveal evolving user behaviors and expectations. Understanding that political alignment is crucial for Gen Z or that many users view sex as wellness can help operators refine their matching algorithms, feature sets, and overall product strategy to better serve specific user segments and capture market share.

## Our coverage

- [Gen Z's Political Filters Are Pricing Out a Generation](https://highintentmedia.com/md/news/gen-z-dating-political-divide-survey.md), 2026-06-02
- [LGBTQ+ Users Treat Sex as Wellness. Apps Still Write Romance.](https://highintentmedia.com/md/news/uk-lgbtq-singles-dating-self-care.md), 2026-06-01

Published by High Intent (High Intent Media Inc). Citation permitted with a link to the source URL above.