Sex Toys Market Growth Drivers and Forecast by 2028

The sex toys market is projected to reach US$ 55,648.88 million by 2028; it is expected to register 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 toward 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

The rapid expansion of e-commerce platforms has emerged as a key driver in the rising adoption of sex toys across global markets. In North America, while societal perceptions around sexual wellness products are gradually evolving, a significant proportion of consumers still prefer discretion when making such purchases. Online retail channels offer a confidential, non-judgmental environment, enabling consumers to maintain anonymity. This convenience and privacy have significantly contributed to the increased sales of sex toys through digital platforms. Furthermore, the sex toys market continues to attract a growing number of new entrants due to its considerable growth potential and shifting consumer attitudes toward sexual wellness. For example, in 2018, entrepreneur Éva Goicochea launched maude, a modern intimacy brand known for its minimalist, aesthetically refined product line. The company offers a range of items, including sleek vibrators, natural lubricants, and wellness supplements. Similarly, Cake, a wellness brand established the same year, introduced a gender-inclusive range of personal lubricants, intimacy kits, and condoms, accompanied by an educational blog focused on sexual health awareness. The rise of such forward-thinking brands leveraging online channels reflects a broader trend toward destigmatization and increased accessibility in the market. Moreover, consumers are increasingly inclined to explore sexual wellness products that align with personal health goals, self-care routines, and body-positivity movements. This shift is fostering innovation in product design, packaging, and user education. Consequently, the global sex toys market is anticipated to witness robust growth during the forecast period, driven by rising internet penetration, increased comfort with online purchasing, and an influx of inclusive, wellness-oriented brands. However, despite the positive market trajectory, several challenges persist. One of the most pressing concerns is the lack of regulatory oversight in product manufacturing. The use of potentially harmful materials such as phthalates, BPA (bisphenol A), parabens, cadmium, and volatile organic compounds (VOCs) raises significant safety issues. Prolonged exposure to these substances can lead to adverse health outcomes, including hormonal imbalances, skin irritation, respiratory issues, and cardiovascular complications. Additionally, improper usage due to the lack of consumer education has led to a rise in sex toy-related injuries. According to a study published in the Journal of Sex and Marital Therapy in 2021, between 2000 and 2019, U.S. emergency departments treated an estimated 18,547 vibrator-related injuries and 6,468 dildo-related injuries. Notably, over 35% of these injuries occurred between 2016 and 2019, indicating a rising trend correlated with increased usage. Thus, while growing demand and changing cultural attitudes are opening up new growth avenues, the market must also address product safety, enforce regulatory compliance, and invest in user education to ensure sustainable development and consumer trust in the long term.

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Sex Toys Market: Strategic Insights

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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.
• By 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.
• In terms of geography, the market 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 silicone, plastic, metal, glass, and others. The silicone segment held the largest share of the market in 2020 and 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 is 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 is non-porous, too, so It is 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, odorless, and devoid of any taste. 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 during the forecast period.

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; 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 Europe. Asia Pacific is estimated to register the highest CAGR during the forecast period. The growth of the European market is primarily driven by the rising demand for adult products and the increasing availability of products are among the factors expected to 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 customers through stores or online stores. Moreover, 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.

Nonetheless, as Asia Pacific is the fastest-growing region in the global sex toys market, it is expected to grow significantly in countries such as China, Japan, and India. The market's growth is attributed to the change in the perception of people toward sex products and the 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 that 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 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 females purchased lingerie.

E-commerce is common because it effectively protects customers' privacy by not labeling 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 is expected to grow at a rapid pace in the forecast period. Key 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:

• 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.
• 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.
• 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.
• In August 2021, Wow Tech Group combined with Lovehoney, a UK-based online retailer majority owned by the UK’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 US$ 400 million in 2021.

Sex Toys Market Regional Insights

The regional trends and factors influencing the Sex Toys Market throughout the forecast period have been thoroughly explained by the analysts at Insight Partners. This section also discusses Sex Toys Market segments and geography across North America, Europe, Asia Pacific, Middle East and Africa, and South and Central America.

Sex Toys Market Report Scope

Sex Toys Market Players Density: Understanding Its Impact on Business Dynamics

The Sex Toys Market is growing rapidly, driven by increasing end-user demand due to factors such as evolving consumer preferences, technological advancements, and greater awareness of the product's benefits. As demand rises, businesses are expanding their offerings, innovating to meet consumer needs, and capitalizing on emerging trends, which further fuels market growth.

Market players density refers to the distribution of firms or companies operating within a particular market or industry. It indicates how many competitors (market players) are present in a given market space relative to its size or total market value.

Major Companies operating in the Sex Toys Market are:

1. Crave
2. Lovehoney Group Ltd.
3. BMS Factory
4. Tenga Co. Ltd.
5. Fun Factory GmbH

Disclaimer: The companies listed above are not ranked in any particular order.

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 the government have limited contact with close and casual partners. This has also limited the recreational activity and sexual interaction among partners. Thus, limitations in sexual interaction and the unavailability of partners have increased the inclination toward sex toys. The immediate result of a pandemic is panic buying, which also includes sex-related products. As per the article published by the National Library of Medicine in 2022, the sale of sex-related products increased during the 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 aspects of individuals’ lives and their sexuality has a 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. 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 provide them to serve a large set of customers and subsequently increases their market share.