Europe Sex Toys Market Size, Share & Trends Analysis Report By Type (Male, Female), By Distribution Channel (E-Commerce, Specialty Stores, Mass Merchandisers) and By Country(U.K., Germany, France, Spain, Italy, Russia, Nordic, Benelux, Rest of Europe) Forecasts, 2022-2030

Market Overview

The Europe sex toys market size is predicted to increase from USD 9,419.9 million in 2021 to USD 15,342.3 million by 2030, accounting for a CAGR of 7.2% between 2021–2030.

A sex toy is a device used for sexual stimulation or pleasure enhancement. People of various ages can use sex toys for multiple purposes, either alone or with a partner. They can also have medical uses in cases of sexual dysfunction. They are mainly used to increase pleasure in bed. Vibrators, lubrication products, dildos, anal sex toys, penis rings, rubber vaginas, erotic play props, and BDSM gear are typical examples of sex toys. The vibrator is the most popular sex gadget nowadays.

Market Dynamics

Increased Demand for Sex Toys due to the Changing Perception of the Customers

Sex toys are external devices used to improve sexual health and as sexual aids. The use of these products varies according to people's circumstances and goals. Gynecological issues such as vaginal dryness and slackening of vaginal walls caused by hormonal imbalances and excessive levels of muscular straining have urged more females to utilize these products to alleviate such issues. Many respondents reported using sex toys solely to avoid sexually transmitted infections (STDs).

Both genders often use vibrators, dildos, and e-stimulators for sexual enjoyment. In Germany, males outnumber women in terms of sex toy purchases. Furthermore, recent lockdown efforts aimed at limiting the spread of COVID-19 had a favorable influence on market demand. For example, Womanizer, a sex toy retailer, claimed a 50% increase in product sales in the first quarter of 2020.

Sinful, a sex toy retailer in the Nordic area, had a 110% increase in sales in Denmark alone. Furthermore, involvement and technical developments have resulted in several reforms in the sex toys sector. The widespread use of social media, acceptance of the LGBTQ community, and the availability of various sex toys through e-commerce channels have contributed to the growing popularity of novelty adult items across all age groups.

Chemicals Used in Sex Toys to Hamper the Market Growth

Plastic-mode sex toys are accessible and have a natural feel, making them popular. However, these jelly plastics include phthalates, which seep out of the PVC, pass through the skin, and accumulate in the body. Other hazardous compounds, such as trimethyltin chloride and toluene, have also been related to reproductive and developmental damage.

According to the Danish Technological Institute's Analysis and health risk assessment of chemical substances in sex toys research study conducted in 2016, researchers determined that exposure to trimethyltin chloride from sex toys was hazardous for pregnant and breastfeeding women and imposed neurological effects and learning impairments in adults. Furthermore, flavored and fragranced items include allergens, carcinogens, and other pollutants that may disrupt the pH balance of human genitalia, raising the risk of infection.

Growing Opportunities for the Market due to their Convenient Use.

The majority of toys in the market now are USB-chargeable. Instead of batteries, these vibrators come with a USB charging wire that links onto a computer to power the motor. USB rechargeable toys are handy, but they are also ecologically suitable since they eliminate the need for batteries.

Toys with USB rechargeable cords aren't exactly new, but toys that are USB rechargeable without the cable, that is, the toy that plugs straight into the USB port, are much better. For example, all Le Wand Chrome Collection toys are cable-free, making life easier for individuals who cannot keep track of more cords and connections. Many businesses will undoubtedly follow suit with this type of brilliant ease.

Regional Analysis

Significant Growth in the UK and Germany

Geographically, the largest markets for sex toys are the United Kingdom and Germany—and they are expected to rise at a CAGR of 7.67% and 7.59%, respectively, by 2030. European nations such as Germany, Italy, France, the United Kingdom, Denmark, and Belgium are major market contributors. The most popular items in these nations are traditional vibrators and dildos. The existence of top brands such as LELO, Lovehoney, Durex, and Fun Factory that cater to the needs of the European population has positioned Europe as the second-largest market in 2020.

Furthermore, the spike in market product consumption and the large number of individuals enjoying market items have been significant market drivers. According to research published in the Technium Social Science Journal in 2021, one in every five Czech women, or 22% of the female population, uses sex toys as a form of self-care regularly, compared to the European average of 12%. 

Additionally, Spain is one of the top buyers of sex toys globally. According to the research, Spanish women are likewise regular users of sex toys, with a 19% prevalence. Furthermore, compared to northerners, southern countries such as Spain, Italy, Greece, and Portugal were more open socially to explore novel pathways, with a 34% frequency of persons willing.

Segmental Analysis

Vibrators, bullets, huge massagers, dildos, penis rings, anal toys, artificial vagina, harnesses/ strap ons, and others are sex toys sold in Europe. The vibrators and others segment accounted for the highest market share in 2021 and are predicted to increase at a CAGR of 7.39 % and 7.13 %, respectively, during the forecast period.

According to the product segment, female items account for 48% of the market and are expected to increase at a CAGR of 7.67% by 2030. The market is divided into three segments based on distribution channels: e-commerce, specialty retailers, and mass merchandisers. In 2021, the e-commerce industry held over 60% of the market and is predicted to increase at a CAGR of 7.45% by 2030.

Impact of covid-19

The European economy suffered due to the region's exponential increase of COVID-19 verified cases. Spain, Italy, Germany, France, and the United Kingdom were the worst-affected European nations. In addition, the number of fatalities in these nations is significant. According to the International Health Regulation, the current COVID-19 pandemic has been designated a Public Health Emergency of International Concern by the WHO. 

Furthermore, the lockdown restricts the transportation infrastructure and supply chain, reducing retail sales of sex toys in this region. As a result, several European businesses suffered losses. The COVID-19 pandemic, on the other hand, had a beneficial influence on e-commerce channel sales. Cult Beauty, a UK-based online company, has experienced a 61 % increase in 'sex tech' items since March 2020. During the pandemic, the rise in manufacturing aids the expansion of the sex toys sector. Similarly, according to Quidco (UK), sex toy sales in the UK increased by 25% in the first two weeks of the country's first lockdown.

Recent Developments

• January 2021– Dame Products Co. launched its first-ever clit seduction toy, the Aer. The product has significant features such as a water resistance design that makes it stand out from the clit-focused toys and a larger and deeper suction opening, allowing it to work for clitorises of all sizes.
• April 2021– Ann Summers announced the launch of an eco-friendly sex toy to mark National Earth Day 2021. The Womanizer Premium Eco was available at Ann Summers exclusively for two weeks from 22nd April and was designed to be Earth-friendly.
• February 2020 – WOW Group launched a stay-at-home campaign with billboards that read SCREAM YOUR NAME across multiple sites.
• July 2019 – Lifestyles Healthcare announced the launch of three new intimate accessories under its SKYN brand: SKYN Thrill, SKYM Vibes, and SKYN Shiver.