Sex Toys Market By Product (Vibrators, Dildos, Sex Dolls, Masturbation Sleeves, Bondage, Nipple Toys, Penile Toys, Anal Toys, and Others), Distribution Channel (Sex Stores, Women, Pharmacy or Chemist Stores, and Others), End-user (Men, Women, and Others) and Region - Market Perspective, Market Intelligence, Comprehensive Analysis, Historical Data, and Forecast for 2023 – 2032
Market Perspective
The global Sex Toys Market size was worth around USD 32.9 billion in 2022 and is anticipated to grow to around USD 75.5 billion by 2032 at a CAGR of around 8.6 % between 2023 and 2032.
The increasing availability of technology and devices, such as cyber cafes, laptops, computers, and mobile phones, has contributed to the growing popularity of sex toys worldwide. The LGBT community is also a significant user of sexual wellness products. Sex toys are being used by women and couples to enhance their sexual experience as well as to address issues such as menopausal symptoms and lack of excitement caused by neurological conditions. However, taboos and stringent regulations in some countries may affect the sales and revenue of the market to some extent.
Market participants are increasingly incorporating built-in and compatible mobile apps, allowing consumers to learn and improve their understanding. In line with this, smart sex toys are being introduced in the market on a daily basis. Most of these devices and the app can provide intensive tracking and graphics to recognize areas, touches, and sensations, making the sexual experience pleasurable. In addition, in the last few years, the market has been witnessing significant attention being given to gender wellness initiatives, which, in turn, is raising awareness about the importance of sexual health.
Sex toys are primarily purchased from sex shops or online platforms, but sales from pharmacies and department stores have recently increased, further propelling the market growth.
Key Insights
- Based on the product, the vibrators segment held the largest market share
- By distribution channel, the online segment is expected to dominate the market
- Based on end-user, the women segment generated the highest revenue
- On the basis of region, North America accounted for the largest market share
Introduction of Advanced Technologies Supports Market Growth
The sex toy market is experiencing rapid growth due to the emerging use of advanced technologies that are revolutionizing how people engage in sexual activities. Sophisticated software that enables remote control of sex toys is expanding the sales of these products. In addition, smart toys that store information about previous sexual experiences and optimize the consumer's solo experience are becoming increasingly popular.
In addition, manufacturers are investing in developing high-quality women's and men's products due to the limited availability of production rules regarding the raw materials and chemicals used. Vibrators, massagers, stimulators, and rings are some of the advanced and new toys that are used by both sexes for sexual stimulation. Blockchain technology is also being used to secure smart sex toys, enabling better long-distance communication and real-time sharing of intimate feelings, making partners feel closer and more connected than ever before.
Increasing Acceptance Among Consumers Around the Globe is Driving Demand for Sex Toys
The rise of the internet and e-commerce platforms has made it easier for consumers to access sex toys and related products. The demand for feminine wellness creams, lotions, and unisex sex toys has risen as people take sexual self-care and health very seriously. To address this growing need, the number of women's sex toy stores is on the rise. Moreover, consumers' attitudes towards using and accepting sex toys are changing, with a small massager and pulsating air stimulator, personal lubricant, and wipes among the new products and gadgets from several health, beauty, and self-care manufacturers.
According to a 2020 survey, two-thirds of the U.S. population have normalized the use of sex toys. In addition, sexual well-being is now seen as important as physical and mental health.
Growing Concerns Regarding the Use of Chemicals in Sex Toys May Hinder Market Growth
One of the major concerns hindering market growth is the chemicals used in sex toys. Plastic sex toys have become popular as they are widely available. However, jelly plastics contain significant amounts of phthalates, which leach out of the PVC, pass through the skin, and accumulate in the body. In addition, trimethyltin chloride and toluene, among other toxicants, have been linked to reproductive and developmental harm. Researchers have found that exposure to sex toys harms pregnant and lactating mothers and has caused neurological damage and learning disabilities in adults in the past.
Recent Developments
In April 2022: LELO launched a special edition sex toy in collaboration with Diesel, which aims to bring the love of clothes and self-love bringing pleasure into the mainstream. The collaboration aims to present the union of fashion and gender technology.
In August 2021: Wow Tech Group collaborated with Lovehoney to offer retailers and consumers a wider range of products. The increasing social acceptance of sex toys among both sexes and legislative changes in Asian countries increase the availability of the products.
Segmentation Analysis
Based on product, the market is classified into vibrators, dildos, sex dolls, masturbation sleeves, bondage, nipple toys, penile toys, anal toys, and others. The vibrator segment is the dominating market.
Based on distribution channels, the market is categorized into online, sex stores, pharmacy/chemist stores, and others. The online segment is expected to dominate over the forecast period. The segment's growth is fuelled by the increasing internet penetration and easy availability of sex toys on numerous e-commerce platforms.
The market is categorized into men, women, and others based on end-user. However, the women segment leads the sex toys market as more women emerge from taboos and social stigma. In addition, manufacturers are taking most of the efforts to market their products aimed at women. Apart from this, the increasing popularity of male sex toys such as rings, pumps, and vibrators is expected to drive the demand for men's sex toys in the years to come.
North America to Retain Dominance Due to Growing Awareness Among Population
North America continues to dominate the global sex toy market with increased sales and availability of products through various sales channels. The growing social acceptance of sex toys among the population for enhancing their sexual experience has further expanded the market growth. Furthermore, the liberal sexual lifestyle in the U.S. and Canada and multiple adult stores are expected to boost the demand for adult novelty items during the forecast period. Additionally, the sex toy industry has undergone significant changes in the last decade due to a shift in cultural norms and the anonymity and convenience of purchasing these products, further accelerating market growth.
Sex toys are also becoming increasingly popular as gift items, which is expected to support market growth in North America. Numerous manufacturers and retailers provide easy access to products with customized settings that can be adjusted per one's desire, excitement level, and various other preferences.
Asia Pacific to Witness Fastest Growth Owing to Increasing E-Commerce Channels
The Asia Pacific region is witnessing rapid growth in the sex toy market due to increased acceptance of these products, availability through e-commerce channels, and high levels of confidentiality. Easy availability of raw materials, cheap labor, export to western countries, and improving regional supply chain network are contributing to the growth of the sex toy market in the APAC region. Manufacturers are implementing various initiatives such as marketing and advertising in unique ways and awareness campaigns to promote sexual wellness.
Inexpensive sexual pleasure products such as vibrators, dildos, and other toys are entering the market due to a demographic shift in perspective on sexual health among millennials and Gen Z. Moreover, decreasing the stigma surrounding sex among these generations in the region has opened up lucrative market potential.
Competitive Landscape
- Wow Tech Group
- ANSELL LTD.
- Reckitt Benckiser Group plc
- LELO iAB
- Tantus
- Church & Dwight Co., Inc.
- com
- Doc Johnson Enterprises
- Luvu Brands, Inc.
- Dame Products, Inc.
The global sex toys market is segmented as follows:
By Product
- Vibrators
- Dildos
- Sex Dolls
- Masturbation Sleeves
- Bondage
- Nipple Toys
- Penile Toys
- Anal Toys
- Others
By Distribution Channel
- Sex Stores
- Online Stores
- Pharmacy/Chemist Stores
- Others
By End-user
- Men
- Women
- Others
By Region
- North America
- The U.S.
- Canada
- Mexico
- Europe
- France
- The UK
- Spain
- Germany
- Italy
- Nordic countries
- Denmark
- Finland
- Iceland
- Sweden
- Norway
- Benelux Reunion
- Belgium
- The Netherlands
- Luxembourg
- Rest of Europe
- Asia Pacific
- China
- Japan
- India
- New Zealand
- Australia
- South Korea
- Southeast Asia
- Indonesia
- Thailand
- Malaysia
- Singapore
- Rest of Southeast Asia
- Rest of Asia Pacific
- The Middle East & Africa
- Saudi Arabia
- UAE
- Egypt
- Kuwait
- South Africa
- Rest of the Middle East & Africa
- Latin America
- Brazil
- Argentina
- Rest of Latin America
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Sex Toys Market By Product
- March-2023
- 148
- Global
- healthcare-medical-devices-biotechnology
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