Sex Toys Market Report 2024

Where is the largest and fastest growing market for sex toys? How does the market relate to the overall economy, demography and other similar markets? What forces will shape the market going forward? This report answers all these questions and many more. The report covers market characteristics, size and growth, segmentation, regional and country breakdowns, competitive landscape, market shares, trends and strategies for this market. It traces the market's historic and forecast market growth by geography.

The sex toys market size has grown strongly in recent years. It will grow from $34.99 billion in 2023 to $38.19 billion in 2024 at a compound annual growth rate (CAGR) of 9.1%. The increase observed in the past can be linked to a rise in events and expos focusing on sexual wellness, the expansion of online forums, the proliferation of mobile apps, the growing interest in sex-positive workshops, and an enhanced emphasis on mental health.

The sex toys market size is expected to see strong growth in the next few years. It will grow to $55.01 billion in 2028 at a compound annual growth rate (CAGR) of 9.6%. The forecasted growth is driven by the rise of sex toy subscription services, increased investment in research and development, greater involvement in sex education, heightened demand from the LGBT community, and the growth of e-commerce. Key trends expected during this period include technological innovations, enhanced G-spot stimulation, sex toys equipped with sensors, the integration of virtual reality (VR) and augmented reality (AR), and vibrators with remote-control features.

The expansion of e-commerce is expected to drive the growth of the sex toys market in the coming years. E-commerce, or electronic commerce, involves the buying and selling of goods and services over the internet, facilitated by advancements in mobile technology, digital marketing strategies, logistics, supply chain management, AI-driven personalization, and flexible payment options such as buy-now-pay-later services. These factors have significantly boosted the online retail landscape, providing consumers with privacy, convenience, extensive product information, and a wide variety of options, particularly appealing in the context of purchasing sex toys discreetly and comfortably. For instance, U.S. retail e-commerce sales for the first quarter of 2024 totaled $289.2 billion, reflecting a 2.1 percent (±0.7%) increase from the previous quarter, as reported by the United States Census Bureau. This growth underscores the role of expanding e-commerce in driving demand within the sex toys market.

Leading companies in the sex toys industry are focusing on technological innovation, such as AI-based enhancements, to elevate user experiences through enhanced personalization and interactivity. AI-based sex toys integrate artificial intelligence technology to improve user interaction and customization. For example, LELO, a Sweden-based manufacturer of adult toys and sexual wellness products, introduced a new AI masturbator in July 2024. This next-generation device features AI interactive mode and real-feel liquid silicone, connected through an intuitive LELO app. It offers personalized vibrations that adjust intelligently based on user preferences and feedback, enhancing stimulation and satisfaction. The masturbator includes advanced sensors to monitor usage patterns in real-time, ensuring optimal performance and comfort with customizable settings accessible via the companion app.

In February 2024, Dame, a US-based company specializing in sexual wellness products, acquired Emojibator to expand its product lineup and market presence. Emojibator, also based in the US, is known for its innovative and playful designs in adult toys, adding unique offerings to Dame's portfolio of body-safe sexual wellness products. This acquisition positions Dame to strengthen its market position and diversify its product range with creative and high-quality solutions catering to evolving consumer preferences in the sex toys market.

Major companies operating in the sex toys market are Reckitt Benckiser Group plc, Ansell Healthcare LLC, Adam & Eve LLC, LELO Sweden AB, Crave Innovations Inc., Luvu Brands Inc., Tantus Inc., California Exotic Novelties LLC, CalExotics, Dame Products Inc., OhMiBod LLC, Bad Dragon Enterprises Inc., Rocks Off Limited, OhnutCo Inc., Jimmyjane Inc., LifeStyles Healthcare Pte Ltd., Fun Factory GmbH, BMS Factory Inc., Bijoux Indiscrets S.L., Crystal Delights LLC, Hot Octopuss Limited, NS Novelties LLC, Lovetreats LLC.

North America was the largest region in the sex toys market in 2023. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the sex toys market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa.

The countries covered in the sex toys market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

Sex toys are objects or devices designed to enhance sexual pleasure. They encompass a broad range of items used to stimulate erogenous zones or facilitate sexual activities, either solo or with a partner. These products aim to amplify pleasure and explore sexual desires and fantasies.

Key types of sex toys include vibrators, dildos, penis rings, anal toys, masturbation sleeves, sex dolls, and harnesses. Vibrators, for example, utilize electric or battery-powered motors to create vibrations for sexual stimulation. They come in different shapes and sizes and can be used for both external and internal stimulation. These products are distributed through various channels, including specialty stores, supermarkets, hypermarkets, e-commerce platforms, and mass merchandisers, and are used by individuals of all genders.

The sex toys market research report is one of a series of new reports that provides sex toys market statistics, including sex toys industry global market size, regional shares, competitors with a sex toys market share, detailed sex toys market segments, market trends, and opportunities, and any further data you may need to thrive in the sex toys industry. This sex toys research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenarios of the industry.

The sex toys market consists of sales of remote-controlled toys, bondage gear, and ben wa balls. Values in this market are ‘factory gate’ values, that is the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.


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