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Sex Toys Market

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Sex Toys Market Size, Share & Trends Analysis Report By Type (Male , Female), By Distribution Channel (E-Commerce, Specialty Stores, Mass Merchandisers ) and By Region(North America, Europe, APAC, Middle East and Africa, LATAM) Forecasts, 2023-2031

Report Code: SRCP1520DR
Study Period 2019-2031 CAGR 9.4%
Historical Period 2019-2021 Forecast Period 2023-2031
Base Year 2022 Base Year Market Size USD 31.21 Billion
Forecast Year 2031 Forecast Year Market Size USD 50.42 Billion
Largest Market North America Fastest Growing Market Europe
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Market Overview

The global sex toys market size was worth USD 31.21 billion in 2022 and is expected to reach USD 50.42 billion by 2031 at a CAGR of 9.4% during the projected period (2023–2031).

Sex toys are gaining popularity among consumers of all ages and have entered the mainstream of the sexual wellness industry. The market for sex toys, which includes a huge selection of items to enable unrestricted sex enjoyment and facilitate uncharted exploration, is an example of the wealth of opportunities available. This all-encompassing category includes a wide range of seductive gadgets, including pulsating vibrators that cause euphoric tremors, phallic dildos that mimic human anatomy, tantalizing butt plugs that awaken dormant sensations, engrossing strokers that conjure unmatched ecstasy, and many other seductive inventions. These unique devices' main function is to boost the intensity of sexual stimulation and open the door to unadulterated pleasure. It is important to remember that single people and couples can take advantage of these wonders, regardless of gender or sexual preference.


  • Female dominates the type segment.
  • E-commerce dominates the distribution channel segment.
  • North America is the most significant shareholder in the global market.

Market Dynamics

Global Sex Toys Market Drivers

Changing Perception of Customers

The judgment attached to sexual activities and experimenting is reducing due to liberalization and growing acceptance of homosexuality. Sex-positive movements have helped clear the stereotypes related to gender, age, and social construct of people. Acceptance of the LGBTQ community promotes the adoption of vibrators and other such accessories. Women are more interested in getting involved in discussions about sexuality and are experimenting with sexual wellness products without hesitation.

The banks and investors who were reluctant to fund ventures in sexual wellness products are now investing in this space. The stereotypical perception has recently changed, and angel investors are also increasingly investing with manufacturers. In September 2013, Crave, Inc., a luxury sex toy manufacturer in San Francisco, raised approximately USD 2.4 million from 60 angel investors. These funds were meant to be utilized to create new products and grow retail chains and production facilities.

Growing Presence of Online Retailers

The e-commerce industry has seen significant changes in various sectors of sexual wellness because of rising internet usage and smartphone use. Key players in this industry are increasing their presence on e-commerce delivery channels. Distributors, suppliers, and retailers offer sex toys through their websites to reach a larger customer base. Moreover, anonymity maintained by online sales channels for shipment orders and websites has allowed customers to select from various products.

According to an online platform, Taobao, the purchase of sex toys through e-commerce websites has increased in China in recent years. More than 30 million Chinese people purchase sex toys online. Aging baby boomers with active sex life are also exploring and acquainting themselves with the internet and e-commerce channels to buy sexual wellness products. Hence, with growing internet penetration, the demand for sex toys is expected to increase in the coming years.

Global Sex Toys Market Restraint

Chemical Usage in Sex Toys

The nonexistence of manufacturing regulations for sex toys allows companies to manufacture products with substandard and toxic materials. It is challenging to monitor the plastic used in the toys, which can have serious health implications. In China, sex toys are made at very low margins, and manufacturing companies can get away with using toxic chemical materials in products made with rubber and plastic. Materials such as plasticizers and phthalate additives, and base ingredients are generally substituted with substandard components.

Some of the chemicals that can cause toxic effects on prolonged use are Thermoplastic Elastomers (TPE), Thermoplastic Rubber (TPR), rubber, latex, PVC, and jelly phthalates, which are used as plasticizers. Some of these materials are of special concern, as they have been associated with many health problems, such as cancer. Moreover 2008, the U.S. banned phthalates in children's toys, which might be ingested by accident or suckled.

Global Sex Toys Market Opportunities

Increasing Spending Capacity

Sex toys have become common and accessible to customers thanks to several well-liked TV shows and films, particularly in developed nations like the United States, the United Kingdom, and Canada. According to the Pew Research Center analysis, millennials earn an average annual income of around USD 69,000. Women also contribute to the annual income of millennials, with more than 70% of women in millennial households working full-time.

According to a Reckitt Benckiser survey in 2019, about 74% of Indians were willing to try new sexual experiences. In India, non-metropolitan and tier 1 cities account for more than 35% of internet orders for sex toys. Further, the availability of various options and anonymity during shopping increases the adoption of sex toys. Therefore, rising disposable income is expected to impact the demand for sex toys.

Regional Analysis

North America Dominates the Global Market

Based on region, the global sex toys market is segmented into North America, Asia-Pacific, Europe, and LAMEA.

North America is the most significant global sex toys market shareholder and is expected to exhibit a CAGR of 4.5% over the forecast period. In the U.S., many adult men and women are becoming open to experimenting with new products to enhance their sexual experience. These products are a part of mainstream personal care products and promote healthy sexual lives. Single women are perceived to be the highest users of sex toys; however, most purchases are made by men. The social stigma surrounding the purchase of these products has reduced significantly with the growing reach of online retailers that can help maintain the anonymity of their customers. In some U.S. states, a minimum age limit of 18 years is required to purchase vibrators. However, stores may not demand identification to verify whether a customer is of legal age to buy these products. Retail chain stores like Safeway, Target, Brookstone, and Wal-Mart, and pharmacy chains like CVS, Walgreen, Rite Aid, and Kroger sell vibrators off their shelves. Online portals like Lovehoney, Pure Romance, Paris Intimates, and Babeland offer various products. For instance, Amazon, one of the leading online retailers, offers up to 60,000 adult products.

Furthermore, the NYC Health Department recommends masturbation as the safest sexual activity to minimize contact with others and reduce the spread of COVID-19. Since the pandemic has reduced the stigma around masturbation, an increasing number of customers in the country are opting for various sex toys to improve their sexual experience. According to Tenga Self Pleasure Report 2020, among the 45% of U.S. adults aged between 18 and 54 who have quarantined, socially distanced, and self-isolated during the COVID-19 pandemic and who had some previous experience with sex toys, 41% state they have been using sex toys they already bought during quarantine, and 10% say they have been using sex toys they specifically acquired to use during quarantine or self-isolation. In addition, major brands in the U.S. market are expected to witness lucrative demand due to the growing use of sex toys among both men and women.

Europe is estimated to exhibit a CAGR of 5.1% over the forecast period. European countries, like the U.K., Italy, France, Belgium, and Denmark, are leading contributors to the sex toys market. Vibrators and dildos are the most popular toys in these countries. The presence of some leading brands, such as LELO, Lovehoney, Durex, and Fun Factory, catering to the European community's requirements, has positioned Europe as the second-largest market. In English-speaking European countries, the use of sex toys is associated with sexual well-being and is common among adults. In countries such as Greece and Rome, sexual wellness products have ancient cultural history. Furthermore, Dildos, artificial vaginas, penis rings, and bondage gear are popular among adults. Vibrators, lingerie, and new sex toys entered the European market in the 19th century and are frequently used by the younger populations. Moreover, increasing demand from the LGBTQ community and social awareness about sexual health are expected to boost the European sex toys market.

Asia-Pacific is estimated to exhibit the most rapid growth during the forecast period, with the highest number of manufacturing facilities in China and growing demand from countries such as Australia, India, Japan, and New Zealand. China has over 1,000 manufacturing facilities that provide Original Equipment Manufacturing (OEM) services to some of the leading brands in the industry. Moreover, technologically advanced products, such as lifelike sex dolls with artificial intelligence, by companies from China and Japan are revolutionizing the sexual experience for individuals. In addition, the demand for sex toys in Asia is anticipated to be fueled by efforts to lessen societal stigma by altering consumers' attitudes toward sex and expanding the presence of online shops. Nations like Singapore and New Zealand can now meet women's needs in the sexual department thanks to the expansion of the sex toys industry. Vibrators, dildos, lingerie, anal beads, and others are designed keeping in mind women's needs and safety. Post the announcement of nationwide lockdown in countries such as New Zealand and India, sales of sex toys have witnessed high sales since March 2020. Online retailers in India have witnessed phenomenal demand for sexual wellness products in the last three months, driving the global market.

Report Scope

Report Metric Details
By Type
  1. Male 
  2. Female
By Distribution Channel
  1. E-Commerce
  2. Specialty Stores
  3. Mass Merchandisers 
Company Profiles Church & Dwight Co. Inc. Reckitt Benckiser Group plc LELO LifeStyles Healthcare Pte. Ltd. Doc Johnson Enterprises Lovehoney Group Ltd. BMS Factory Tenga Co. Ltd. Fun Factory We-Vibe.
Geographies Covered
North America U.S. Canada
Europe U.K. Germany France Spain Italy Russia Nordic Benelux Rest of Europe
APAC China Korea Japan India Australia Taiwan South East Asia Rest of Asia-Pacific
Middle East and Africa UAE Turkey Saudi Arabia South Africa Egypt Nigeria Rest of MEA
LATAM Brazil Mexico Argentina Chile Colombia Rest of LATAM
Report Coverage Revenue Forecast, Competitive Landscape, Growth Factors, Environment & Regulatory Landscape and Trends
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Segmental Analysis

The global sex toys market is based on end-user and distribution channels.

Based on end-user, the global sex toys market is broadly divided into male and female. 

The female sex toys segment dominates the global market and is estimated to exhibit a CAGR of 5.2% during the forecast period. According to a Lovehoney survey, single women buy the majority of female sex toys, including vibrators, which account for 65% of sales. However, married women and women in a relationship are equally likely to purchase sex toys for use and during partnered sex to enhance the sexual experience. In addition, middle-aged women who suffer from various issues such as menopause and vaginal dryness frequently take the help of sex toys along with personal lubricants for stimulation. Moreover, women are no longer relying on partnered sex to enhance their sexual experience; they are using sex toys and other products for self-care. Lucrative growth of the female sex toys segment is attributed to the increasing availability of technologically innovative sex toys.

The male sex toys segment is the second largest. Male sex accessories like penile rings, penis pumps, and penis vibrators are becoming increasingly popular, increasing their availability. Men who want to enhance their sexual life may now easily purchase sex toys and condoms in the wellness section of hypermarkets and online merchants. Married men are also enjoying healthy sex life with their partners by using different products and openly discussing fulfilling their needs and desires. In addition, middle-aged men more likely to suffer from sexual health concerns are open to using sex toys to improve their performance. The increasing desire of men to enjoy and maintain a healthy sex life is positively impacting market growth. Male sex toys like dolls, inflatables, butt plugs, penile rings, and fleshlights have become increasingly popular, driving the global market.

Based on distribution channels, the global sex toys market is bifurcated into e-commerce, specialty stores, and mass merchandisers. 

The e-commerce segment owns the largest market share and is estimated to exhibit a CAGR of 7.9% during the forecast period. E-commerce platforms and online retailers and suppliers hold a significant share as internet penetration and availability of products online has increased. Online channels offer absolute freedom to customers to select sex toys as per their requirements. Discrete delivery of packages by online retailers has made it easier for individuals to purchase sex toys to enhance their sexual health. Social media has a key role in elevating the sales of sexual wellness products, wherein customers can compare various products and read feedback from other customers. It also enables customers to select a product that best suits their requirements without experiencing judgment in brick-and-mortar stores.

The invention of technology has made it easier for men and women to select vibrators, dildos, anal toys, and penile toys that would help them enhance their sexual experience and improve sexual health. Furthermore, discounts and offers available on online channels attract customers to purchase products from numerous e-commerce platforms. With the nationwide lockdown to combat the COVID-19 pandemic, online sex stores and retailers have reported a significantly high demand for adult toys.

Specialty stores such as sex shops and brick-and-mortar adult toy retailers were catering to customers' sexual health needs before the wave of online retailers and e-commerce platforms entered the market. Earlier, sex shops and adult toy stores were the only places where these products were available. Unlike other stores, sex shops and adult toy stores have a strong market presence due to the assurance of quality and customer services offered by these stores. These stores give a unique experience of purchasing sex toys. Specialty stores also reduce the chances of counterfeit and cheap products, which may be made using harmful materials. Furthermore, specialty stores provide additional expert assistance by helping customers select products catering to their needs. Specialty stores face challenges to remain operational in countries highly impacted by the COVID-19 pandemic. Many countries have imposed strict quarantine rules, leading to an economic shutdown, especially for several industries.

Market Size By Type

Market Size By Type
  • Male 
  • Female
  • Recent Developments

    • February 2023- Lovehoney added three new vibrators to its bestselling Rose range; Lovehoney Floral Fantasy Rose Clitoral Suction Stimulator with G-Spot Vibrator, Lovehoney Rose Glow 2-in-1 Clitoral Suction Stimulator with Egg Vibrator, and Fifty Shades of Grey Black Rose Silicone Clitoral Suction Stimulator
    • February 2023- As one of the best sex toy manufacturers on the market, Lovehoney launched the Lovehoney Roses collection, which features three new editions of its bestselling Rose sex toy.

    Key Players

    Sex Toys Market Share of Key Players

    Sex Toys Market Share of Key Players
    Church & Dwight Co. Inc. Reckitt Benckiser Group plc LELO LifeStyles Healthcare Pte. Ltd. Doc Johnson Enterprises Lovehoney Group Ltd. BMS Factory Tenga Co. Ltd. Fun Factory We-Vibe. Others

    Frequently Asked Questions (FAQs)

    How big is the sex toys market?
    The global sex toys market size was worth USD 31.21 billion in 2022 and is expected to reach USD 50.42 billion by 2031 at a CAGR of 9.4% during the projected period (2023–2031).
    Europe has the highest growth in the global market.
    Key verticals adopting the market include: Church & Dwight Co., Inc.; Reckitt Benckiser Group plc; LELO; LifeStyles Healthcare Pte. Ltd.; Doc Johnson Enterprises; Lovehoney Group Ltd.; BMS Factory; Tenga Co., Ltd.; Fun Factory; and We-Vibe.
    Changing perception of customers and growing presence of online retailers are the key drivers for the growth of the global market.
    Increasing spending capacity is one of the upcoming key trends in the global market.

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