Retailers worldwide are expanding their shelves to include more personal safety products specifically designed for women. This shift reflects a growing response to real concerns about safety in everyday life. Items like pepper sprays, personal alarms, and discreet wearables are becoming common in major retail stores, supermarkets, and online marketplaces.
According to Global Market Insights, the worldwide self-defense product market was valued at USD 5.84 billion in 2024. It’s expected to reach USD 6.09 billion in 2025, growing to USD 10.01 billion by 2034. This rise is largely due to increased access to education and empowerment that encourages women to pursue careers.
With women now actively seeking protection tools alongside groceries or beauty products, global retailers are adapting fast. This trend is not just about product expansion. It’s about meeting a genuine need for security, one that continues to shape modern consumer habits.
Growing Demand Backed by Real Safety Concerns
Retailers are not second-guessing when they invest in personal safety products for women; they are responding to measurable, growing demand. This demand stems from real-life safety concerns that women face daily in public and private settings.
Gallup News reported that women (53%) are twice as likely as men (26%) to fear walking alone at night. This fear of crime is highest among individuals in low-income households, with 49% of those earning less than $40,000. The percentage drops to 39% among those earning between $40,000 and $99,999 per year. It further declines to 31% for individuals with annual incomes of $100,000 or more.
Furthermore, reports of sexual misconduct and violent assaults involving ride-share drivers rose sharply. A study published in Sage Journals highlights that many such cases go unreported, which leads to an underestimation of how serious the problem is. Unreported assaults can result in long-term negative effects on victims’ mental and physical health.
However, with the growing awareness, many women are acting by filing lawsuits against ride-sharing platforms. The Uber lawsuit is a popular example of victims’ fight against companies failing to implement necessary safety protocols.
According to TorHoerman Law, more than 2,300 lawsuits are consolidated in the Northern District of California. But, on the personal side, women should consider carrying self-defense items, like pepper sprays, personal alarms, or compact stun devices. A study in MDPI shows that there are four most important factors affecting women’s intention to buy self-defense tools:
Attitude – how they feel about owning or using these tools
Perceived risk – how likely they think it is that they’ll face danger
Subjective norm – influence from family, friends, or society
Perceived behavioral control – their belief in their ability to take action
Retailers have taken notice. Chains like Walmart and CVS now stock discreet self-defense keychains and compact sprays in some of their stores. This is no longer just about convenience. It’s about meeting the urgent and evolving needs of modern female consumers in real-time.
Personal safety is now viewed as a basic consumer right. The demand is growing, not because of fear alone, but because women are more aware and more empowered to protect themselves. Retailers that recognize this change are better positioned to serve and support their customers.
Products Driving the Trend
The retail landscape is shifting fast, especially in personal safety. Many retail chains recorded a notable spike in purchases of personal safety products, signaling a clear shift in consumer behavior.
Demands for pepper sprays and stun guns are increasing year-on-year. Fortune Business Insights highlights that the pepper spray market is growing due to increased awareness of self-defense. Consumer demand for sprays that can cause temporary blindness, burning sensations, and breathing issues, helping individuals defend against threats like theft and assault.
Furthermore, the global stun gun market will increase at a 7.5% CAGR from 2026 to 2033, as per Verified Market Reports. Stun guns are non-lethal electrical self-defense tools used to incapacitate attackers. Over 500,000 stun guns are sold annually in the U.S., and this number is growing due to rising safety concerns.
These products have become top-sellers due to their portability, affordability, and ease of use. They’re now among the most widely stocked safety tools in physical stores and online platforms.
Personal safety alarms, small devices that emit a loud siren when activated, saw an even sharper rise. These alarms appeal to shoppers who want something simple but effective, especially for use during walks, commutes, or solo travel.
Price has played a big role in adoption. With most personal safety products priced between $12 and $49, they remain accessible to a wide range of shoppers. Retailers like CVS and Walgreens have begun offering dedicated shelf space for these tools in some stores.
How Supermarkets and Retailers Are Responding
Major retailers are making noticeable changes in how they stock, display, and promote personal safety products for women.
For example, CVS is a trusted retailer that offers pepper spray for customers concerned about their safety. Media Coverage highlights that it is convenient to purchase at CVS, although availability may vary by location due to state laws. The price range at CVS is typically between $10 and $30. Cost varies based on brand, size, and special features.
If CVS doesn’t have pepper spray in stock, you can also purchase pepper spray from other retailers. For example, Target, Walmart, Home Depot, Rite Aid, or Ace Hardware.
Retailers are also moving into private-label territory. Selected grocery and pharmacy chains are testing in-house safety lines. These include keychain alarms and compact pepper sprays. Selling their own branded safety gear gives retailers more control over quality, pricing, and branding while also increasing margins.
E-commerce platforms like Amazon are supporting the trend with curated Safety Essentials for women sections. Many listings feature verified reviews, video guides, and even bundled offers. This approach helps drive discovery and builds trust, especially among first-time buyers.
FAQs
Are personal safety tools legally allowed in all states or countries?
Personal safety tools like pepper spray, stun guns, and personal alarms are legal in many states and countries, but regulations vary widely. Some jurisdictions restrict certain tools, require permits, or prohibit them entirely. Always check local laws before purchasing or carrying such items.
How do personal safety devices for women differ from those designed for general use?
Personal safety devices for women often prioritize portability, discreet design, and ease of use under stress. These tools may include wearable alarms, lipstick-sized pepper sprays, or jewelry with emergency alerts. They are tailored to fit daily routines and minimize attention while maximizing quick access.
What features should women look for in a reliable self-defense product?
Women should look for self-defense products that are easy to carry, quick to activate, and effective under pressure. Key features include a strong grip, compact size, safety locks, a reliable range, and loud alarms or alerts to deter attackers.
Personal safety has moved from the margins into the core of everyday retail. For millions of women, self-protection tools are as vital as skincare or wellness supplements.
Retailers that adapt quickly are gaining consumer trust. They’re rethinking how safety fits into the modern shopping experience. And their choices matter. When safety products are visible, accessible, and thoughtfully presented, they send a message that your well-being is a priority.
Still, it’s important to remember that these products are tools, not solutions in themselves. They offer protection, not prevention. But for many women, having easy access to them is empowering. It signals progress. And it reflects the growing expectation that every store should consider safety a basic part of its product lineup.