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Sex Toys Market

Global Sex Toys Market: Information Type (Male, Female), Application (E-commerce, Specialty Stores, Retail Stores), And By Region Forecast Till 2031

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Market Overview

The global Sex Toys market size was valued at USD 32.99 billion in 2022 and is projected to reach a value of USD 55.59 billion by 2031, registering a CAGR of 8.24% during the forecast period 2023-2031.

A sex toy is a device used to improve sexual stimulation or pleasure. People of all ages can use sex toys for various purposes, whether alone or with a partner. These may also have medicinal use if a person suffers from specific sexual dysfunctions. These are primarily used to enhance pleasure in bed. Vibrators, lubricant products, dildos, anal sex toys, penis rings, rubber vaginas, erotic play props, and BDSM gear all comes under sex toys. Nowadays, the most popular sex toy is the vibrator.

Using cutting-edge technology to create novel products is one of the industry's fastest-growing trends. In the upcoming years, it's anticipated that virtual gadgets, remotely connected devices, robots, immersive entertainment, and augmented reality will alter the market's landscape. For instance, the Australian startup EXOLOVER PTY LTD. creates adult novelty devices with blockchain technology that enable real-time remote communication and sharing of intimate sensations.

Market Snapshot

market snapshot
Base Year
: 2022
Study Period
: 2021-2031
: 8.24 %
Fastest Growing Market
: Europe
Largest Market
: North America
Market Size
: USD 55.59 billion by 2031
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Market Dynamics

Global Sex Toys Market Drivers

Increased Demand for Sex Toys due to Changing Outlook and Acceptance of LGBTQ Community

External gadgets used to promote sexual health and sexual aids are sex toys. The use of these things differs depending on circumstances and aims. Gynecological concerns such as vaginal dryness and slackening of vaginal walls caused by hormonal imbalances and severe muscular straining have prompted more females to utilize these treatments to ease such symptoms.

The greater acceptance of the LGBTQ population is a significant factor driving the demand for sex toys. Other factors driving market growth include the growing popularity of male sex toys, online sales, the development of technologically complicated goods, and a rapidly growing population. The extensive use of social media, acceptance of the LGBTQ community, and the availability of diverse sex toys via e-Commerce platforms have contributed to the growing appeal of novelty adult goods among people of all ages.

Increasing exposure

Vibrators and dildos are just two examples of sex toys that people worldwide are becoming more familiar with and using. The rise in sex toy sales has prompted producers like LELO to release sex toys equipped with innovative technologies like TIANI 24k (wearable couple vibrators). The market is expanding as a result of this. The demand for sex toys like rubber vaginas and adult vibrators is rising primarily due to shifting attitudes toward sex toys.

Additionally, individuals are using the Internet to find more information about the newest products, including clitoral vibrators, which employ sonic waves and pulses. Additionally, couples are choosing sex toys like vibrators for their mutual enjoyment. The global sex toy market will expand due to people's growing exposure to sex toys.

Global Sex Toys Market Restraints

Chemicals Used in Sex Toys

Plastic-mode sex toys are already widely available and offer a natural feel, so they are popular. On the other hand, these jelly plastics include many phthalates, which leak out of the PVC, pass through the skin, and accumulate in the body. Other dangerous chemicals, such as trimethyltin chloride and toluene, have also been linked to reproductive and developmental harm.

Researchers determined that exposure to trimethyltin chloride from sex toys was hazardous for pregnant and breastfeeding mothers and imposed neurological effects and learning impairments on adults in the Danish Technological Institute's Analysis and health risk assessment of chemical substances in sex toys research study conducted in 2016. Furthermore, flavorings and fragrances include allergens, carcinogens, and other pollutants that can upset the pH balance of human genitalia, increasing the risk of infection.

Global Sex Toys Market Opportunity

Increasing Awareness About Sexual Wellbeing

Consumers are taking sexual self-care and health exceptionally seriously, and there has been a demand for feminine wellness creams, lotions, and sex toys for both sexes. Several producers are focused on health, beauty, and self-care, releasing new items and equipment such as a tiny massager and pulsing air arouser, personal lubricant, and toy cleaning wipes.

Affordable sexual health goods, such as gels and toys, are being brought to the market, and the stigma of selling sexual things in traditional stores is diminishing. The move is due to a generational transition since millennials have a different perspective on sexual wellbeing than baby boomers. The gradual disappearance of the shame associated with masturbation, particularly among married couples, benefits the sex toys market.

Segmental Analysis

For better understanding, the market is segmented by type, application, and region.

Based on type, the market is sub-segmented into male and female, where female sex toys dominate.

the female sector led the market, accounting for over 60% of total sales. Despite the taboo and social shame, many women's items are readily available in the market. Vibrators, dildos, and anal beads are exhibited in the wellness area. Manufacturers have typically targeted women when designing toys based on female anatomy.

The growing popularity of male sex toys such as penile rings, penis pumps, and penis vibrators is predicted to drive the male sex toys market growth. Online merchants and hypermarkets offer sex toys alongside condoms in their wellness section, making it simple for men to improve their sexual health.

The global sex toys market is divided into three segments based on distribution channels: E-commerce, specialized retailers, and mass merchandisers.

E-Commerce platforms and online merchants will have more than 60% market share. The segment's growth is driven by increased internet penetration and the availability of sex toys on e-Commerce platforms. Customers who prefer online purchases over brick-and-mortar adult businesses benefit from anonymity in product delivery. 

According to retailers, the worldwide lockdown to fight the COVID-19 pandemic has reportedly resulted in noticeably high demand for adult toys. It is a significant challenge for producers, distributors, and retailers to keep up with the rising demand for sex toys during the self-quarantine period. Due to the global suspension of air shipments and freight, the supply and distribution chain has been negatively impacted. The price of imported sex toys is anticipated to rise due to increased import taxes in several nations.

Impact of covid-19

With the worldwide lockdown to battle the COVID-19 pandemic, online businesses and retailers have reported increasing demand for adult toys. Maintaining an appropriate supply of sex toys during self-quarantine is a big concern for makers, distributors, and retailers. The global closure of air freight and exports has harmed the supply and distribution chain, which is likely to raise import charges in various nations, increasing the pricing of imported sex toys.

The pandemic compelled individuals worldwide to stay indoors or self-isolate at home and conduct self-care, including self-pleasure. This has resulted in a surge in sex toy sales, particularly in established and emerging nations. Sales of personal massagers, vibrators, torches, blindfolds, handcuffs, and bondage accessories have exceeded estimates during the last three months of 2019.


Regional Analysis

Depending on the region, the market is analyzed in North America, Asia-Pacific, Europe, and LAMEA. North America dominates the market.

North America 

Owing to multiple producers and shops enabling easy access to items, North America held the most significant share of more than 33 % in 2020. According to a 2019 poll done in the United States, 53% of Americans use sex toys to improve their sexual experience. During the forecast period, demand for adult novelty goods is predicted to increase due to increased social acceptability, a more liberal sexual lifestyle in the United States and Canada, and the availability of several adult stores. Manufacturers in North America, including Doc Johnson in the United States and CalExotics in Ontario, have reported increasing sex toy sales in the first quarter of 2020. The increasing popularity of sex toys online and consumers' shifting attitudes toward their use are the main drivers of the sex toys market's expansion in North America. The increased risk of harmful chemicals in sex toys having unfavorable effects, however, is likely to impede market expansion.


European nations such as Germany, Italy, France, the United Kingdom, Denmark, and Belgium significantly contribute to the sex toys market growth. 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 fulfill the requirements of the European population has positioned Europe as the second-largest market in 2020. Additionally, there has been a significant increase in market product consumption, and many people have been using market products. In contrast to the 12% European average, one in five Czech women, or 22% of the female population, use sex toys as a common form of self-care, according to research published in the Technium Social Science Journal in 2021.


Reduced societal stigma associated with sex and increased online merchants will likely stimulate demand for sex toys in Asia-Pacific. Countries such as Singapore and New Zealand are now catering to women's sexual desires by promoting the sex toys sector. In Asia Pacific, attitudes are changing regarding the use and adoption of sex toys. Market companies are now producing modern pleasure-giving products due to consumers' shifting attitudes toward sex toys. The change in perspective is also a factor in the widespread acceptance of sex toys, especially among women. Reduced cultural taboos surrounding sex and an increase in online retailers are predicted to increase demand for sex toys in the Asia-Pacific region.

Sex Toys Market Regional Analysis
Regional Growth Insights Download Free Sample

Top Key Players of Sex Toys Market

  1. Church & Dwight Co., Inc.
  2. Reckitt Benckiser Group plc
  3. LELO
  4. LifeStyles Healthcare Pte Ltd
  5. Doc Johnson Enterprises
  6. Lovehoney Group Ltd
  7. BMS Factory
  8. PinkCherry
  9. Tenga Co., Ltd
  10. Fun Factory
  11. We-Vibe 

Report Scope

Report Metric Details
CAGR 8.24%
Forecast Period 2023-2031
Report Coverage Revenue Forecast, Competitive Landscape, Growth Factors, Environment & Regulatory Landscape and Trends
Segments Covered
  1. By Type
    1. Female
    2. Male
  2. By Application
    1. E-commerce
    2. Specialty Stores
    3. Retail Stores
Geographies Covered
  • North America
  • Europe
  • APAC
  • Middle East and Africa

Recent Developments

In September 2022, A definitive agreement was reached by Church & Dwight Co., Inc. (NYSE: CHD) to purchase the Hero Mighty Patch® brand (Hero) and additional acne treatment products for $630 million.

In November 2022, The power of their Dettol, Sagrotan, and Tork brands will be combined to create a line of co-branded disinfection products for professional hygiene customers in four European countries, according to Reckitt and Essity, two industry leaders in the hygiene and health sectors.

In October 2022, The newest device on LELO's roster, the LELO DOT, from the sex toy company, is perfect for "pinpoint" stimulation.

Sex Toys Market Segmentation

By Type

  • Female
  • Male

By Application

  • E-commerce
  • Specialty Stores
  • Retail Stores

By Region

  • North America
  • Europe
  • Asia­­-Pacific
  • The Middle East and Africa

Frequently Asked Questions (FAQs)

What are the key drivers for the growth of the sex toys market?
Increased demand for sex toys due to changing outlook and acceptance of lgbtq community is the key driver for the growth of the sex toys market.
North America has the largest share of the sex toys market.
The global sex toys market size is growing at a CAGR of 8.24% from 2023 to 2031.
Increasing awareness about sexual wellbeing is one of the upcoming trends in the sex toys market.
The key players in the global sex toys market include Church & Dwight Co.Inc., Reckitt Benckiser Group plc, LELO, LifeStyles Healthcare Pte Ltd, Doc Johnson Enterprises, Lovehoney Group Ltd, BMS Factory, PinkCherry, Tenga Co. Ltd, Fun Factory, We-Vibe.
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