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Sex Toys Market – By Product, By End User, By Distribution Channel - Global Forecast, 2025 – 2034

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Sex Toys Market Size

The global sex toys market size was estimated at USD 25.4 billion in 2024. The market is expected to grow from USD 27.5 billion in 2025 to USD 59.7 billion in 2034, at a CAGR of 9% from 2025 to 2034. Sex toys are the devices that are designed in various shapes and sizes to enhance the stimulation and sexual pleasure among men and women. They are intended to use either as a part of sexual activity or during solo masturbation.
 

The growth of the global market is highly attributed due to the increasing acceptance among the individuals worldwide. In recent years, there is a steady growth in the acceptance of the same sex marriage, sexual diversity and exploration, which in turn acts as a key accelerator for the growth of the market.
 

For instance, according to estimates, the view of homosexuality among men as morally acceptable has seen a constant growth over the years, mounted from 40% to 64% from 2001 to 2024. Moreover, the fraction of population considering homosexuality ethically wrong has been declined from 53% to 33% from 2001 to 2024. Therefore, the growing destigmatization of homosexuality and conversation pertaining to the sexual pleasure and health is reshaping an individual’s attitude towards sex toys. Thus, this shift is stimulating the open purchase behavior of these toys among individuals, which in turn is propelling the customer base among different demographics and age group.
 

Furthermore, the global pandemic has affected millions of individuals worldwide, stemming into high mortality. Additionally, the COVID-19 pandemic positively influenced sex toys market growth owing to the decreased physical contact among individuals which in turn stimulated the inclination of individuals to purchase sex toys in order to fulfil their sexual needs and to avoid mental health issues.
 

For instance, in 2022, as per the study published in the national center for biotechnology information (NCBI), the sales of the sex toys doubled in UK, Australia, Denmark, Colombia, and tripled in New Zealand during the COVID-19 pandemic. Moreover, several industry participants introduced varied online campaigns and offered several sexual wellness products, which is estimated to reach USD 75.7 billion by 2032, that propelled the market growth during this phase.
 

Sex Toys Market Trends

  • Technological advancements towards development of more sophisticated and innovative products that enhance the user's sexual experience is key catalyst for the growth of the market.
     
  • Many sex toys in recent times come with companion apps that allow users to control the toy remotely, customize vibration patterns, and track usage statistics. Some of the key technological advancements in sex toys include introduction of virtual reality (VR) and augmented reality (AR) sex toys, smart sex toys, teledildonics, among others are anticipated to change the landscape of the market in the upcoming years.
     
  • Moreover, some market players are developing new toys that use technology to improve the customer experience. For instance, Lovense Lush Bullet Vibrator, is a bluetooth device that can be controlled from anywhere. Such product developments are boosting the market growth.
     

Sex Toys Market Analysis

Sex Toys Market, By Product, 2021 – 2034 (USD Billion)

Based on product, the market is divided into vibrators, dildo, bondage accessories, male masturbator, anal toys, love egg/kegel balls, and other products. The global market was estimated at USD 25.4 billion in 2024. The vibrators segment is estimated to account for USD 18.4 billion by the end of 2034.
 

  • This growth is highly attributed due to the widespread acceptance of the vibrators among the men and women. This devices ability to cater both partnered and solo use make it as preferred and popular choice among these demographics.
     
  • For instance, as per the data from the WebMD, 49.8% of the homosexual men and 43.8% of heterosexual men in the U.S. use vibrators either with partners or alone. Moreover, around 52.3% of the women population in the U.S. of the age group 18-60 had used a vibrator in the past.
     
  • Moreover, technological advancement in this device such as waterproof design, app-controlled features, customizable vibration patterns, among others are stimulating individual experience and propelling the demand of these vibrators, thereby propelling the market growth.
     
Sex Toys Market, By End User (2024)

Based on end user, the sex toys market is bifurcated into male and female. The female segment accounted for USD 18.4 billion with a revenue share of 72.4% in 2024.
 

  • The dominance of the segment is due to the rising adoption, popularity and acceptance of these devices among the female demographic. The normalization of sexuality among women has led to an increase in the use and acceptance of these devices.
     
  • For instance, in 2022, as per data from the Statista, around 82% of women in the U.S. alone owned at least one sex toy. Moreover, according to estimates from BBC, around 70% of men and women in the Italy used a sex toy at some point in their life.
     
  • Furthermore, the availability of these toys in wide range of design and size specifically pertaining to the women’s requirement, made these toys more appealing and accessible among the demographic.
     
  • Moreover, these toys also provide therapeutical and health benefits among women, which include pelvic floor strengthening and stress relief, along with the contribution to the higher adoption rate among the female demographic which in turn projected to accelerate the segment growth in the upcoming years.
     

Based on distribution channel, the sex toys market is classified into online stores, drug stores, hypermarkets and supermarkets, and specialty stores. The online stores segment is estimated to account for USD 36.5 billion by the end of 2034.
 

  • Online store offers better convenience compared to other distribution channels, as this channel allow the customers to browse, compare, and buy the products from the comfort of their homes.
     
  • Moreover, online channel provides discreet packing of the products, secure payment options, further addressing the privacy concerns making this mode of distribution channel as a preferable mode among the individuals.
     
  • Additionally, these channels offer a wide range of product including the high end to niche brands that may not be available at the physical store. Therefore, this extensive catalog of the products makes online channel as a one stop destination for various sex toys products among the male and female demographic.
     
  • Furthermore, online platform often showcases the customer review and rating pertaining to the purchased products, which helps the customers to make an informed decision, further accelerating the adoption of this segment in the fast-pacing market.
     
U.S. Sex Toys Market, 2021 – 2034 (USD Billion)

The U.S. sex toys market is forecasted to reach USD 18.4 billion by 2034.
 

  • This growth is largely attributed due to the growth of the e-commerce platform in the U.S.
     
  • These platforms provide convenience, competitive pricing, privacy as well as broader variety of the product at a single destination, making them a more accessible and appealing mode of purchase among the consumers of the U.S., thereby propelling the market growth in the country.
     

Europe: The sex toys industry in the UK is projected to grow significantly from 2025 to 2034.
 

  • The cultural landscape of the country has become more open to discuss about sexual health and pleasure. This destigmatization propel the individuals across the country to explore these toys as integral part of their sexual wellness journey.
     
  • For instance, as per estimates, UK is one of the top five countries in the world with the highest interest in the sex toys, with an average of 4 toys per individuals in the country as per the recent studies.
  • Therefore, this rapidly increasing adoption of these toys among the individuals across country cementing the growth of the market.
     

Asia Pacific: The sex toys market in the Japan is projected to grow significantly from 2025 to 2034.
 

  • Japan is one of the largest hubs for technological innovation and this expertise extend to use in market. Companies are developing and incorporating advance features in the sex toys such mobile connectivity, remote control features and personalization.
     
  • Thus, the integration of these features within the sex toys will attract highly tech-oriented customers of the Japanese population, thereby propelling the market growth in the country.
     

Latin America: The sex toys industry in the Mexico is projected to grow significantly from 2025 to 2034.
 

  • Women demographic in the country is continuing to gain the financial independence and prioritizing the self-care, which in turn propelling the demand as well as the adoption of product pertaining to the female intimacy and pleasure such as the sexy toys.
     
  • Moreover, the country has a young adult tech-savvy population that is open to explore various new trends including the sex toys.  For instance, as per the data from the Statista, in 2023, there were around 30.85 million individuals younger than age 15 in the country.
     

Sex Toys Market Share

The top 5 players of the market account for approximately 40% of the market share which includes companies such as LELO, Lovehoney Group, Doc Johnson Enterprises, BMS Factory, Fun Factory, among others. These companies maintain their dominance in the market through innovative product launches, extensive distribution networks and premium offerings.
 

Moreover, strategic partnerships with sexual wellness experts, e-commerce platforms, among others play a primary role in advancing the development of products. Additionally, the expansion of public awareness through the campaigns, social media platform and endorsement of these products through the influencer will encourage consumers interest in sex toys, enabling market players to strengthen their position in this growing sector.
 

Sex Toys Market Companies

Some of the eminent market participants operating in the sex toys industry include:

  • BMS Factory
  • DOC Johnson Enterprises
  • Fun Factory
  • LELO
  • Lifestyles Healthcare Pte
  • Lovehoney Group
  • PinkCherry
  • Reckitt Benckiser Group
  • Tenga
  • WE-VIBE
  • Lovehoney Group has strong global presence, with 650 trained professionals from over 25 nations and have nine offices located across the world.
  • BMS Factory has strong distribution network across the countries such as Canada, China, Australia, New Zealand, among others.
     

Sex Toys Industry News:

  • In February 2023, the sex toy company LELO launched a new range of products called "Fjord," which included vibrators, a prostate massager, and a couples' ring. The range featured a sleek, minimalist design and was made from sustainable materials. This product development helped the company strengthen its product portfolio.
     
  • In January 2023, the sex toy company We-Vibe launched a new product called "Nova X," an upgraded version of their popular "Nova" rabbit vibrator. The new version featured a stronger motor, longer battery life, and improved connectivity. This strategic product launch helped the company enhance its product portfolio and provided a competitive edge in the market.
     

The sex toys market research report includes an in-depth coverage of the industry with estimates and forecast in terms of revenue in USD Million from 2021 – 2034 for the following segments:

Market, By Product

  • Vibrators
  • Dildo
  • Bondage accessories
  • Male masturbator
  • Anal toys
  • Love egg/kegel balls
  • Other products                                         

Market, By End Use

  • Female
  • Male                       

Market, By Distribution Channel

  • Specialty stores
  • Drug stores
  • Hypermarkets and supermarkets
  • Online stores

The above information is provided for the following regions and countries:

  • North America
    • U.S.
    • Canada
  • Europe
    • Germany
    • UK
    • France
    • Spain
    • Italy
    • Netherlands
  • Asia Pacific
    • Japan
    • China
    • India
    • Australia
    • South Korea
  • Latin America
    • Brazil
    • Mexico
    • Argentina
  • Middle East and Africa
    • Saudi Arabia
    • South Africa
    • UAE

 

Authors: Mariam Faizullabhoy , Gauri Wani
Frequently Asked Question(FAQ) :
Who are some of the prominent players in the sex toys industry?
Some of the eminent market participants include BMS Factory, DOC Johnson Enterprises, Fun Factory, LELO, Lifestyles Healthcare Pte, Lovehoney Group, PinkCherry, Reckitt Benckiser Group, Tenga, and WE-VIBE.
What is the expected growth of the global sex toys market from 2025 to 2034?
How much is the vibrators segment expected to be worth by the end of 2034?
What is the forecasted size of the U.S. sex toys market by 2034?
Sex Toys Market Scope
  • Sex Toys Market Size
  • Sex Toys Market Trends
  • Sex Toys Market Analysis
  • Sex Toys Market Share
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    Premium Report Details

    Base Year: 2024

    Companies covered: 10

    Tables & Figures: 153

    Countries covered: 22

    Pages: 135

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