Sex Toys Market Size & Share | Industry Analysis by 2028

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Sex Toys Market Forecast to 2028 - COVID-19 Impact and Global Analysis By Material (Silicone, Plastic, Metal, Glass, and Others), Gender (Female and Male), Product (Vibrators, Dildos, Anal Toys, Penis Rings, BDSM Toys, Masturbation Sleeves, Sex Dolls, Clothing and Others), and Distribution Channel (E-Commerce, Specialty Stores, and Others)

Publication Month: Sep 2022 | Report Code: TIPRE00015794 | No. of Pages: 193 | Category: Medical Device | Status: Published

The sex toys market is projected to reach US$ 55,648.88 million by 2028; it is expected to grow at a CAGR of 7.6% during 2021–2028.

Increasing number of E-commerce platforms is one of the prominent reasons boosting the adoption of sex toys. Though the use of sex toys in the region is being normalized, majority of the customers in North America prefer hiding their identity while purchasing sex toys. Online or E-commerce platform allows customers to hide their identity while purchasing such products, leading to the increase in purchase of sex toys. Moreover, considerable number of market players are actively entering into the market due to substantial market potential. For instance, in 2015, the company named Ella Paradis started its operation in the US. The company is engaged in offering customized products for sexually active adults through its E-commerce platform. Moreover, the company has also conducted a study in the US, which states that the use of sex toys in the US has grown up by 10.0% during the pandemic period. Such growing presence of online retailers and preference for online platforms to buy sex toys are estimated to drive the growth of the Global sex toys market during the forecast period.

Strategic Insights

Report Coverage - Sex Toys Market
Report CoverageDetails
Market Size Value inUS$ 30,974.79 Million in 2020
Market Size Value byUS$ 55,648.88 Million by 2028
Growth rateCAGR of 7.6% from 2021 to 2028
Forecast Period2021-2028
Base Year2021
No. of Pages193
No. of Tables111
No. of Charts & Figures85
Historical data availableYes
Segments coveredMaterial, Gender, Product and Distribution Channel
Regional scopeNorth America, Europe, Asia Pacific, Middle East & Africa, South & Central America
Country scopeUS, Canada, Mexico, UK, Germany, Spain, Italy, France, India, China, Japan, South Korea, Australia, UAE, Saudi Arabia, South Africa, Brazil, Argentina
Report coverageRevenue forecast, company ranking, competitive landscape, growth factors, and trends
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Lucrative Regions for Sex Toys Market

Lucrative Regions for Sex Toys Market

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Market Insights

Sex toys are especially designed for sexual stimulations. The toys help improve sexual performance, extend shorten foreplay, and satisfy a partner who needs more time to climax. Moreover, some of the customers utilize sex toys to have orgasm, fantasize, relax, fall asleep, and to simply feel connected to their own bodies. The perception of people about the use and adoption of sex toys is changing in the region. For instance, according to a survey conducted by Lovehoney in 2020, two third of population in the US has normalized the utilization of sex toys. Also, according to the survey population, sexual wellness is equally important along with physical and mental health.

The change in perception for sex toys among customers has encouraged the market players to develop advanced pleasure giving products. Moreover, the change is perception is also leading to the massive adoption of sex toys, especially by women. For instance, according to a research paper published by a group of researchers at University of Kassel, Kassel, Germany in 2016, an estimated two third women population in the US prefers to use sex toys for partnered sexual activities and masturbation. Further, surging number of adult shops in the region represents a shift in attitude toward sexual products, which, in turn is likely to drive the growth of sex toys market.

Material: Technology Insights

In terms of material, the global sex toys market is segmented into silicone, plastic, metal, glass, and others. The silicone segment held the largest share of the market in 2020, and it is expected to continue its dominance and register the highest CAGR in the sex toys market during the forecast period.

Sex Toys Market, by Material – 2020 and 2028

Sex Toys Market, by Material – 2020 and 2028

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Distribution Channel: Insights

Based on distribution channel, the global sex toys market is segmented into e-commerce, specialty stores, and others. The e-commerce segment held the largest share of the sex toys market in 2020, and it is expected to register the highest CAGR during the forecast period.

Surging e-commerce business has played a key role in the growth of the sex toys market by ensuring the availability of a wide range of products to the general population. High internet penetration has helped increase the demand for sex toys allowing ease of purchase and privacy. People are considering these products as essential and not something frivolous. This has resulted in many vendors investing in this region, thus providing products with better designs and features. In the past few years, online retailing has concentrated into the hands of few big players. Lovehoney, internationally, and Finnish are both perceived as reliable due to their size and visibility. Some shops rely on multichannel retailing model and according to the owners of such stores these two forms support each other. Our research shows that the current sex toy boom is closely linked to the online marketing of sex toys. Leading online department stores such as and offer various sex toys. Product descriptions, product photos, and customer reviews are easily accessible online, with no age restrictions. The internet has expanded and diversified the market, made sexual products more accessible and affordable, thus normalized their use. Also, vendors are capitalizing on the popularity of online media to bring in a competitive edge. Retail players who do not have a presence in the online space run the risk of losing their market share. As a result, several manufacturers have invested in online websites to tap into the e-commerce potential. For instance, LUVU BRANDS markets its products through websites such as,, and

Collaborations and technology partnerships by the players in the sex toys market to bridge the demand–supply gap is anticipated to play a significant role in the growth of the sex toys market during the forecast period.

By Material

  • Silicone
  • Plastic
  • Metal
  • Glass
  • Others

By Gender

  • Female
  • Male

By Product

  • Vibrators
  • Dildos
  • Anal Toys
  • Penis Rings
  • BDSM Toys
  • Masturbation Sleeves
  • Sex Dolls
  • Clothing
  • Others

By Distribution Channel

  • E-Commerce
  • Specialty Stores
  • Others

By Geography

  • North America
    • US
    • Canada
    • Mexico
  • Europe
    • Germany
    • France
    • UK
    • Italy
    • Spain
    • Rest of Europe
  • Asia Pacific
    • China
    • Japan
    • India
    • Australia
    • South Korea
    • Rest of Asia Pacific
  • Middle East and Africa
    • Saudi Arabia
    • UAE
    • South Africa
    • Rest of Middle East & Africa
  • South and Central America
    • Brazil
    • Argentina
    • Rest of South and Central America

Company Profiles

  • Crave
  • Lovehoney Group Ltd.
  • BMS Factory
  • Tenga Co. Ltd.
  • Fun Factory GmbH
  • WOW Tech International GmbH
  • LELO
  • Lifestyles Healthcare PTE LTD
  • Unbound

Frequently Asked Questions

The global sex toy market is being driven by factors such changing perception of customers toward utilization of sex toys and increasing number of online sex toys retailers furthermore, increasing investment by sex toys manufacturers is likely to offer significant opportunities for the growth of the global sex toy market.
The harmful chemicals in sex toys is the significant factor that will hinder the sex toy market growth.
A sex toy is an object or device used for sexual stimulation or to enhance sexual pleasure. Sex toys can be used for multiple purposes alone or with a partner by people of all age groups. The terms sex toy, sex product, sexual merchandise, and adult novelty have been used in previous researches. Products considered as sex toy in this study are vibrators, lubrication products, dildos, anal sex toys, penis rings, rubber vaginas, props for erotic play, and BDSM gear. The most purchased sex toy today is the vibrator. It is the first commercial sex toy of the modern era. Increased spending capacities and improved standard of living in developing economies are the factors expected to drive market growth. Besides, acceptance of the LGBTQ community and growing interest among women towards experimenting with sexual wellness products without hesitation is promoting the adoption of such products.

The List of Companies - Sex Toy Market

  1. Crave
  2. Lovehoney Group Ltd.
  3. BMS Factory
  4. Tenga Co. Ltd.
  5. Fun Factory GmbH
  6. WOW Tech International GmbH
  7. LELO
  8. Lifestyles Healthcare PTE LTD
  9. Unbound
  • Save and reduce time carrying out entry-level research by identifying the growth, size, leading players and segments in the sex toy market.
  • Highlights key business priorities in order to assist companies to realign their business strategies.
  • The key findings and recommendations highlight crucial progressive industry trends in the global sex toy market, thereby allowing players across the value chain to develop effective long-term strategies.
  • Develop/modify business expansion plans by using substantial growth offering developed and emerging markets.
  • Scrutinize in-depth global market trends and outlook coupled with the factors driving the market, as well as those hindering it.
  • Enhance the decision-making process by understanding the strategies that underpin security interest with respect to client products, segmentation, pricing and distribution
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