Sex Toys Market Size & Share | Industry Analysis by 2028

[Research Report] 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.

Market Insights and Analyst View:

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 ages. These products considered as sex toys are vibrators, dildos, anal sex toys, penis rings, rubber vaginas, masturbation sleeves, sex dolls, clothing 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 living standards in developing economies are expected to drive market growth. Besides, acceptance of the LGBTQ community and growing interest among women in experimenting with sexual wellness products without hesitation promotes the adoption of such products. Furthermore, changing perception of customers towards the use of sex toys and increasing number of online sex toys retailers are expected to drive the market growth. Additionally, increasing investment by sex toy manufacturers and increased use of advanced technologies such as AI, Bluetooth, app enabled distance toys are expected to gain traction and accelerate the sex toys market growth in the near future.

Growth Drivers and Challenges:

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 2018, the company named maude launched by by Éva Goicochea that specializes in modern intimacy products that are understated, aesthetic, and truly chic. The company has gorgeous toys, all-natural lubricants, and libido supplements, among other products. Additionally, in 2018, Modern wellness brand Cake was founded to provide shame-free sexual health products for everyone. The company specializes in lube, kits, and condoms, for men and women as well as an informative sex ed blog. 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 size during the forecast period.

However, the increasing demand and acceptance of sex toys is generating positive environment for the market growth. However, devoid of regulatory approvals coupled with the usage of harmful chemicals in the products are estimated to deter the market growth by 2028. Sex toy manufacturers use various kinds of plastics and chemicals, such as phthalate, latex, bisphenol a (BPA), melamine, glycerin, parabens, cadmium, VOC ingredients, and toluene, that may have adverse impact on human bodies. Exposure and ingestion of these materials may result into nausea, skin irritation, asthma, and heart problems. Additionally, the increased use of sex toys has increased the number of injuries among patients due to lack of proper knowledge about its use. This has increased the number of emergency department visits over the period of time. As per the article published by Journal of Sex and Marital Therapy in 2021, during 2000-2019 a national estimate of 18,547 vibrator and 6,468 dildo injuries were treated at US emergency departments; 35.4% of the vibrator and 35.9% of the dildo injuries occurred during 2016-2019. Therefore, Increased risk of such adverse reactions, side-effects and injuries are estimated to have negative impact on the market growth.

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Sex Toys Market: Strategic Insights

Market Size Value in	US$ 30,974.79 Million in 2020
Market Size Value by	US$ 55,648.88 Million by 2028
Growth rate	CAGR of 7.6% from 2021 to 2028
Forecast Period	2021-2028
Base Year	2021

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Report Segmentation and Scope:

The “Global Sex Toys Market” is segmented based on material, gender, product, distribution channel, and geography. Based on material, the sex toys market is segmented into silicone, plastic, metal, glass, and others. Based on gender, the sex toys market is bifurcated into male and female. Based on product, the sex toys market is segmented into vibrators, dildos, anal toys, penis rings, BDSM toys, masturbation sleeves, sex dolls, clothing, and others. Based on distribution channel, the sex toys market is segmented into e-commerce, specialty stores, and others. The sex toys market based on geography is segmented into North America (US, Canada, and Mexico), Europe (Germany, France, Italy, UK, Russia, and Rest of Europe), Asia Pacific (Australia, China, Japan, India, South Korea, and Rest of Asia Pacific), Middle East & Africa (South Africa, Saudi Arabia, UAE, and Rest of Middle East & Africa), and South & Central America (Brazil, Argentina, and Rest of South & Central America).

Segmental Analysis:

Based on material, the sex toys market is segmented into into silicone, plastic, metal, glass, and others. The silicone segment held the largest share of the market in 2020, and the same segment is anticipated to register the highest CAGR of 8.1% in the market during the forecast period. Silicone is one of the best body-safe sex toys materials. It is non-toxic and non-porous and can be made in all sorts of different densities and textures. It can be coloured all the rainbow colors (literally) and can be made glittery, metallic, and even glow in the dark. Silicone sex toys are compatible with mostly all lubricants. Silicone sex toys can use silicone lube with silicone toys. There are a few exceptions, so it is recommended to do a small patch test to check. Need to just dab a small quantity of silicone lube on the toy and leave for a few minutes if it starts to deform or gets tacky not recommended to use that lube on that toy.

Silicone is enjoying a massive surge in popularity, and it’s easy to understand why. Silky smooth to the touch allows for gorgeous, shapely higher-end sex toys that feel good to insert either vaginally or anally. It’s non-porous, too, so it’s easy to clean and long-lasting. For instance, the Lovehoney Desire range of luxury toys is made from silicone, as are toys by brands like Lelo and Fifty Shades of Grey. Silicone toys are phthalate and latex-free, are odorless, and don’t taste anything. Many silicone toys are fully waterproof, despite having electrical insides so that users can take them into the shower or bath. The aforementioned factors are expected to increase the market for global sex toys market size over the forecast period.

Sex Toys Market, by Material – 2020 and 2028

Based on product, the sex toys market is segmented into vibrators, dildos, anal toys, penis rings, BDSM toys, masturbation sleeves, sex dolls, clothing, and others. The vibrators segment held the largest market share in 2020; however, the penis rings segment is estimated to register the highest CAGR of 8.5% in the market during the forecast period. Vibrations provided by a genital vibrator are commonly regarded as a tool to enhance sexual pleasure and, in modern society, fall under the category of a sex toy. Vibratory stimulations of stimulators are intended for sexual pleasure, to treat sexual dysfunction and/or sexual and relationship enhancement.

Also, research studies have shown that vibratory stimulation has evidence-based support for treating erectile dysfunction, ejaculatory dysfunction, and anorgasmia. For instance, British company MysteryVibe developed Tenuto 2, a sex toy resembling a penis ring with four motors providing localized vibrational therapy to improve circulation in the area. It can be slipped over the penis to help the wearer achieve and maintain an erection while stimulating their partner during intercourse.

It has also shown benefits for sexual arousal difficulties and pelvic floor dysfunction. Vibratory stimulation is directly related to increased sexual desire and overall sexual function. Though definitive evidence is lacking, genital vibration is a potential treatment for sexual dysfunction related to various sexual health concerns in men and women.

In the case of these devices, the mainstream advancements include affordable ion batteries, USB rechargeable sex toys, silicone casing, and use in bathtubs. At the top end of the market, remote app-controlled toys allow partners to stimulate one another from different time zones, “smart” vibrators have built-in temperature sensors and pelvic floor movement trackers. For instance, WeVibe launched the Sync, which is Bluetooth-enabled with mobile app connectivity. Designed to be worn during sex, the device can be operated via remote control or app. Players also seek to produce vibrators specifically for men and different from women. Guybrators were designed to duplicate the experience of having sex but to change the experience of masturbation in men, proving to be an excellent sex toy for men who have erectile dysfunction.

Regional Analysis:

Based on geography, the sex toys market is divided into five key regions: North America, Europe, Asia Pacific, South & Central America, and Middle East & Africa. In 2020, North America held the largest sex toys market share closely followed by the Europe, and Asia Pacific is estimated to register the highest CAGR during the forecast period. The growth of European market is primarily driven by the rising demand for adult products and increasing availability of products are among the factors expected drive the market in the region. Germany is one of the developed countries of the region accounting for major market share in 2020. The country established safety laws and health guidelines for the general population's safer use of such products. The product is readily available to the customers through stores or online stores. Moreover, the sex toy manufacturers such as Fun Factory offer a wide range of products and have established a reliable distribution channel network in different locations. Thus, the market is anticipated to grow significantly during the forecast period due to the above factors.

However, Asia Pacific registered as the fastest-growing region in the global sex toys market. The market in this region is expected to grow significantly in countries such as China, Japan, and India. The market's growth is attributed to change perception of peoples towards sex products and presence of large players in the market. In addition, the rising e-commerce channels are likely to foster the growth of the sex toys market in the country. China is one of the developed countries held the largest market share in 2020. In China, the demand for sex toys is fuelled by the increasing e-commerce channels in the country. Online shopping, which accounted for over 40% of sex product retail in the country, was one of the driving forces behind the market's growth. To prevent embarrassment, more Chinese customers tend to buy sex items from e-commerce platforms. The most popular products on shopping sites such as Tmall and Taobao differed by gender. Males purchased the most masturbators, whereas female purchased lingerie.

E-commerce is common because it effectively protects customers' privacy by not labelling items with their names and not revealing details about the customer during product delivery. The most diverse distribution channel platform is e-commerce, which includes company websites, mobile apps, and social media. Thus, owing to these advancements, the sex toys market expected to grow at a rapid pace in the forecast period. The players operating in this market are Bestgreen (Shenzhen) Electronics Co., Ltd., LELO, and among others.

Industry Developments and Future Opportunities:

Various initiatives taken by key players operating in the global sex toys market are listed below:

1. In January 2023, Lelo relaunched the first-ever LELO sex toy, now with ten pleasure settings and other upgrades LILY 3 is the latest version of the iconic personal massager, petite and travel-ready to allow you access to unlimited pleasure anywhere.
2. In May 2022, SheSpot collaborated with Zoella, this collaboration is an exciting partnership of two like-minded brands on a mission to tackle the residual taboos around women’s pleasure and sexuality.
3. In January 2022, Dame Products, has released a new vibrator called the Com. The wand sex toy is designed to give the best orgasm, with maximum comfort.
4. In August 2021, Wow Tech Group, is combining with Lovehoney, a U.K.-based online retailer majority owned by the U.K.’s Telemos Capital, to offer a broader range of products to retailers and consumers. Together, Wow Tech and Lovehoney, to be known as the Lovehoney Group, to be profitable and expect to generate sales of more than $400 million in 2021.

Covid-19 Impact:

The COVID-19 pandemic affected economies and industries in various countries across the globe. Lockdowns, travel restrictions, and business shutdowns in North America, Europe, Asia Pacific (APAC), South & Central America (SAM), and the Middle East & Africa (MEA) hampered the growth of several industries, including healthcare industry. The pandemic has affected every aspect of life including education, economics, industry, and sexual life as well. The social distancing and lockdown policies imposed by government has limited the contact with close and casual partners. This has also limited the recreational activity and sexual interaction among partners. Thus, limitation in sexual interaction and unavailability of partners has been increased inclination towards sex toys. The immediate result of pandemic is panic buying which also includes the sex related products. As per the article published by national library of medicine in 2022, the sale of sex-related products increased during lockdown in 2020, doubling in countries such as Australia, Colombia, Denmark, and the UK, and even tripling in New Zealand. Sales in France, Italy, and Spain outpaced the estimated targets by 94%, 124%, and 300%, respectively. In India, Ireland, and the United States, a 65%, 177%, and 30% increase in sex toy sales was recorded, respectively. In 2020, Chinese-manufactured sex-related production increased by over 50%, with consumers including France, the United States, and Italy. Thus, social distancing, forced cohabiting, isolation, and restrictions on movement had a substantial impact on all aspect of individuals’ lives and their sexuality that has positive impact on the global sex toys market.

Competitive Landscape and Key Companies:

Some of the prominent players operating in the global sex toys market include Crave, Lovehoney Group Ltd., BMS Factory, TENGA Co., Ltd., Fun Factory GmbH, WOW Tech International GmbH, LELO, Lifestyles Healthcare PTE LTD, and UNBOUND among others. These companies focus on new product launches and geographical expansions to meet the growing consumer demand worldwide and increase their product range in specialty portfolios. They have a widespread global presence, which provides them to serve a large set of customers and subsequently increases their market share.