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Sex Toys Market: Information by Type (Male, Female), Application (E-commerce, Specialty Stores, Retail Stores), and Region — Forecast till 2030

Market Snapshot
Study Period:
Base Year:
Fastest Growing Market:
Largest Market:
North America
8.24 %
Key Players
Reckitt Benckiser Group plc


LifeStyles Healthcare Pte Ltd

Doc Johnson Enterprises

Lovehoney Group Ltd

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.

The global sex toys market is expected to grow at a CAGR of 8.24% during the forecast period (2021–2030).

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. 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.

Chemicals Used in Sex Toys Hampering Market Growth.

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 a considerable amount of 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.

Increasing Awareness About Sexual Wellbeing to Offer Lucrative Opportunities

Consumers are taking sexual self-care and health exceptionally seriously, and there has been a boom in demand for feminine wellness creams and 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.

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.

Segmental Analysis of the Global Sex Toys Market

In 2020, the female sector led the market, accounting for over 60% of total sales. Despite the taboo and social shame, a large selection of women's items is readily available in the market. Vibrators, dildos, and anal beads are directly 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.

In 2020, 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 various sex toys on e-Commerce platforms. Customers that prefer online purchases over brick-and-mortar adult businesses benefit from the anonymity preserved in product delivery. The global sex toys market is divided into three segments based on distribution channels: E-commerce, specialized retailers, and mass merchandisers.

Regional Analysis of the Global Sex Toys Market

Significant Growth in North America and Europe

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 and 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.

European nations such as Germany, Italy, France, the United Kingdom, Denmark, and Belgium are major contributors 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 fulfil the requirements of the European population has positioned Europe as the second-largest market in 2020.

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.

Competitive Players in the Global Sex Toys Market

Some of the key players in the global sex toys market are 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, and We-Vibe among others.

Recent Developments by the Key Players:

  • July 2019 – Lifestyles Healthcare announced the launch of three new intimate accessories under its SKYN brand: SKYN Thrill, SKYM Vibes, and SKYN Shiver.
  • March 2020 – Online sales for PinkCherry's Womanizer vibrator soared following the debut of a stay-at-home campaign with billboards reading SCREAM YOUR OWN NAME at different locations. Womanizer, Magic Wand Rechargeable, Tenga Egg, Je Joue Uma, Njoy Pure Wand, Fuze, and Pleasure Plug are among the brands in great demand in Canada during this pandemic.

Global 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)

The Sex Toys Market will be estimated to grow from the years 2018-2030The global automotive brake market is expected to grow at a CAGR of 4.77% during the forecast period (2021–2027).
Changing the perception of the customers, rising convenient use, the growing popularity of male sex toys are the key factors expected to drive Sex Toys Market during the forecast period.
North America is expected to hold the highest market share in Sex Toys Market.
Reckitt Benckiser Group plc, LELO, LifeStyles Healthcare Pte Ltd, Doc Johnson Enterprises, Lovehoney Group Ltd, BMS Factory, PinkCherry are the top players in Sex Toys Market.
The global sex toys market is expected to grow at a CAGR of 8.24% during the forecast period (2021–2030).
The E-commerce Application Segment is expected to be the leading segment in Sex Toys Market during the forecast period.
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