Sex Toys Industry Statistics & Facts [2023 Data Report]

Who uses sex toys more often, men or women? What are the biggest names in the sex toys industry?

And what does the future of the adult sex toy industry look like?

If you’ve ever asked any of these questions, we’ve got the perfect article for you!

Below, we’ve combed through dozens of market reports, research papers, and magazine editorials to bring you the best, most up-to-date statistics on the sex toys industry!

Let’s dive in!

The Sex Toys Industry – Key Statistics

• The global sex toys market has an estimated value of $32.72 billion USD
• The total market size of the US adult store industry is estimated at $11 billion USD.
• The global sex toys industry is expected to grow at a CAGR of 8.4% between 2022 and 2030.
• With a CAGR of 8.4%, the total market size for the industry is expected to attain more than $62 billion by 2030.
• Lovehoney Group estimates that nearly 70% of its customers are in long-term relationships.
• 82% of American females possess at least one pleasure-related device or sexual wellness product.
• 60% to 65% of women have used sex toys.
• 60% of US female consumers over 18 own sexual lubricants.
• The female sex toys market is poised to grow at a CAGR of 11% between 2019 and 2023.
• In 2019, the male sex toy market size was estimated at $15,390 million USD.
• With a predicted CAGR of 7.5%, the male sex toy market could reach $31,699 million USD by 2029.
• Europeans buy more sex toys than Americans.
• As many as 70% of Italian men and women have purchased or used a sex toy in the past.
• Dildos account for more than 24% of the global sex toys industry.
• The rise of eCommerce is one of the most significant factors contributing to the industry’s growth.
• China and India are two of the fastest-growing sex toy markets in the world.
• There are virtually no regulatory bodies controlling the manufacture, distribution, or retail of sex toys in the United States and Canada.
• The use of phthalates in sex toys made of jelly plastic is unregulated, unstudied, and may present serious health risks to users.
• With country-wide lockdowns during the COVID-19 pandemic, the sex toy industry has seen a significant boost in the sale of adult toys.

Sources

What Is The Global Sex Toys Market Size Today?
How Big Is The US Sex Toys Market?
How fast is the global sex toy market expected to grow?
What Is The CAGR For The Global Sex Toys Market?
What Is The Forecasted Size Of The Global Sex Toys Market?
What Is The Sex Tech Market?
What Is The Estimated Sex Tech Market Size?
Key Companies & Market Share Insights
Who are the key players in the sex toys market?
Who Are The Key Players In The Sex Tech And Wellness Industries?
Which regions are the most (and least) attractive for vendors in the sex toys industry?
What are the key markets for the sex toys market?
Which segments have the largest share in the sex toys industry?
Distribution channels for the sex toy industry
What factors are driving the growth of the sex toys industry?
Key Sex Toys Market Trends
Key Sex Toys Market Challenges
Impact Of COVID-19 On The Sex Toy Industry

What Is The Global Sex Toys Market Size Today?

Humanity has constantly shifted between being sexually free and being repressed.

However, in recent decades, sex has become more accepted.

Thanks to the sexual liberation and sex positivity movements that started taking off in the 1960s, people everywhere now have better sex, with less shame, stigma, and taboo attached.

Therefore, it’s not surprising to learn that the sex toy, sexual wellness, and sex tech industry are thriving.

• As of 2022, the global sex toys market had an estimated value of $32.72 billion USD.
• Compared to its 2017 valuation of $21.69 billion USD (£18 billion), the global market for sex toys has undergone more than a 50% increase in size.
• The sexual wellness industry is estimated to reach a market size of $125 billion USD by 2026, representing a 101% increase from 2020.
• The combination of technology and innovative new forms of sex toys is giving birth to a new industry known as sex tech.

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How Big Is The US Sex Toys Market?

• The total market size of the US adult store industry is estimated at $11 billion USD.
• There are roughly 8,766 adult stores currently operating in the United States.
• The adult store industry employs nearly 40,000 individuals nationwide.
• Celebrity collaborations are becoming an increasingly popular tactic used by US sex toy manufacturers, distributors, and retailers to get their products in front of a mainstream audience.

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How Fast Is The Global Sex Toy Market Expected To Grow?

If we look back 25, 50, or even 100 years ago, sex toys were an overall taboo and controversial topic of conversation.

Today, however, the controversy and stigma of using sex toys and pleasure products have been replaced by millions of people worldwide who enjoy playing with them from time to time.

In turn, the sex toys industry has burgeoned to epic proportions and is only expected to continue to grow well into the future.

Let’s take a look at just how big and how fast the industry is growing.
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What Is The CAGR For The Global Sex Toys Market?

• The global sex toys industry is expected to grow at a CAGR of 8.4% between 2022 and 2030.
• With a CAGR of 8.4%, the total market size for the industry is expected to attain more than $62 billion by 2030.

What Is The Forecasted Size Of The Global Sex Toys Market?

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What Is The Sex Tech Market?

Although it’s much less known than the traditional sex toy industry, sex tech is quickly rising as one of the most rapidly growing sectors in the sex toy industry.

Sex tech refers to any adult product, service, software, or virtual platform that enables or improves sexual experiences.

While many sex tech products are designed for average consumers, applications for sex tech products also include helping those with paralysis, deformities, or other disabilities attain a better and more satisfying sex life.

• The development of Bluetooth-enabled and app-controlled sex toys is known as “teledildonics.”
• Bumpn is a sex tech company that designs adult toys for individuals with dexterity problems.
• Vibio is another sex tech company that designs and builds hands-free vibrators to assist people with physical disabilities in achieving more satisfaction.
• Introverts are less likely to engage with sex tech products.
• Fear, depression, and loneliness are some of the most substantial reasons for people seeking sex tech products.
• Safer sex and healthier sexual practices are major contributing factors to the growth of the sex tech industry.
• In 2022, Lovehoney Group launched one of the first virtual sexual wellness spaces in the Metaverse.
• Some of the most extensive product categories in the sex tech industry are virtual reality pornography, Bluetooth and app-enabled sex toys, sex robots, and virtual sex interfaces.
• Digisexual is a new buzzword that describes individuals who prefer digitized sex rather than real-life sex.
• Blockchain technology is being looked at to increase anonymity and prevent digital sex apps and virtual sex tech products from being “de-platformed” by companies like Facebook or YouTube for violating their community standards.

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What Is The Estimated Sex Tech Market Size?

• The sex tech industry was estimated at $50 billion USD in 2020 and had been estimated to grow at a CAGR of 30%.
• In 2021, the sex tech and sexual wellness markets had a combined market size of roughly $400 million USD.
• By 2022, the market size for these industries will reach a combined value of $490 million.
• These industries have a combined estimated CAGR of 18.9% between 2022 and 2032.
• By 2032, the sex tech and wellness industries are estimated to reach a combined market size of $2.8 billion USD.
• North America has a 30% share of the sex tech and sexual health markets.
• Between 2015 and 2021, the sex tech and wellness industries grew at a CAGR of 22.4%.
• By 2032, it’s estimated that these industries will attain record sales worth $30 million USD.
• The United States accounts for more than $10.7 million of the global sex tech and wellness market value.
• The US sex tech and wellness markets are estimated to reach a staggering $821 million USD by 2032.
• The Asia Pacific market is expected to be the region that sees the fastest growth due to the prevalence of STIs and increased government initiatives promoting sexual wellness.
• The Chinese sex tech and wellness markets are estimated to grow at a CAGR of 18.1%.
• The Japanese sex tech market is estimated to grow at a CAGR of 16.9%.

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Key Companies & Market Share Insights

In the past, sex toys were viewed as something people only used when their sex life had failed.

Today, on the other hand, men, women, and couples everywhere are using sex toys, and many report that their erotic lives are better than ever.

This has led to a significant boom in companies wanting to participate in a constantly growing industry.

And while smaller manufacturers, distributors, and retailers often come and go, today, a handful of companies dominate the industry.

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Who Are The Key Players In The Sex Toys Market?

Below, we’ve listed some of the biggest names in the sex toy market based on their past revenue and product lines.

Of course, these are only a handful of the industry’s key players.

But as you can see, even producers of household consumer goods, such as Church & Dwight Co. and Reckitt Benckiser Group are leading the sex toy, sex tech, and sexual wellness industry into the future.

Who Are The Key Players In The Sex Tech And Wellness Industries?

• Revaginate, Handi, Perfect V, Fur, Lovehoney Group, Doc Johnson Enterprises, HLL Lifecare, Adam & Eve Stores, Lifestyles, Intimate Organic, and Emjoy are just a few leading players in the sex tech and wellness market.
• However, more prominent tech names like Apple, Alphabet, and even Facebook are looking into these industries as profitable ways to expand their product portfolios.

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Which Regions Are The Most (And Least) Attractive For Vendors In The Sex Toys Industry?

Because of the popularity of sex toys today, it can be hard to pinpoint exactly where the most attractive regions are for sex toy vendors.

With the prevalence of online retailers and eCommerce stores that market erotic paraphernalia, it’s easier than ever for businesses to sell adult toys virtually anywhere in the world.

However, we’ve found a few key statistics that narrow down the best geographic region for selling adult toys.

• Europeans buy more sex toys than Americans.
• As many as 70% of Italian men and women have purchased or used a sex toy in the past.
• North America holds the largest market share of the sex toy industry.
• In Japan, consumers can find vending machines that sell sexual wellness and pleasure products.
• On the other hand, countries such as India, Saudi Arabia, the UAE, Vietnam, Thailand, and Malaysia are a few countries with stringent laws or regulations against the possession or use of sex toys.
• Therefore, these countries represent some of the least attractive regions for vendors.

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What Are The Key Markets For The Sex Toys Industry?

While female sex toys are typically considered the most significant market segment, male sex toys, males who use female sex toys, and couples make up a considerable portion of the overall market.

• Couples are one of the biggest demographics of sex toy buyers.
• Lovehoney Group estimates that nearly 70% of its customers are in long-term relationships.
• With 80% of females owning one, vibrators are the most commonly owned sex toy in the United States.
• 60% to 65% of women have used sex toys.
• 60% of US female consumers over 18 own sexual lubricants.
• The female sex toys market is poised to grow at a CAGR of 11% between 2019 and 2023.
• Within five years, the female sex toys market is expected to grow by about $6.9 billion USD.
• An estimated 50% of American men admit to using a sex toy in the past.
• In 2019, the male sex toy market size was estimated at $15,390 million USD.
• With a predicted CAGR of 7.5%, the male sex toy market could reach $31,699 million USD by 2029.
• Only 10% of survey participants admit owning a strap-on, masturbator, or sex doll, making them some of the least popular sex toys.

Which Segments Have The Largest Share In The Sex Toys Industry?

• In 2021, the female adult toy segment held the single largest market share in the industry.
• This segment is expected to grow at the second-highest CAGR in the industry.
• In 2022, 82% of American females surveyed possessed at least one pleasure-related device or sexual wellness product.
• As the most significant market segment, vibrators are expected to grow at a CAGR of 8.2%, with a project market valuation of just under $26 billion USD.
• As the second leading market segment, dildos are expected to grow at a CAGR of 7.1%.
• Regarding market share, dildos account for more than 24% of the global sex toys industry.
• Single females are considered one of the leading contributors to the adult sex toy market’s overall growth.
• As of 2021, North America held the largest regional market share of the industry thanks to the prevalence of countless retailers offering easy access to sex toys for North American consumers.

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Distribution Channels For The Sex Toy Industry

Traditionally, sex toys have been sold almost exclusively in adult stores.

However, with the adoption of eCommerce, online retailers are now some of the leading distribution channels for sex toys and similar adult products.

• Distribution channels for adult sex toys can be segmented into online stores, specialty (adult) stores, drug stores, specialty care stores, and traditional retail outlets or supermarkets.
• As of 2021, online retailers and eCommerce platforms held the largest market share of sex toy sales.
• Specialty (adult) stores should see relatively prominent growth within the next 5 to 10 years.

What Factors Are Driving The Growth Of The Sex Toys Industry?

As a species, it’s safe to say that human sexuality has come a long way in the past couple of hundred years.

Just over 100 years ago, American women didn’t even have the right to vote, let alone the ability to speak openly about their sexual health and pleasure.

On that note, it’s believed that the empowerment of women, and feminism as a whole, has played a significant role in driving growth in the industry.

This is why it’s no surprise that today, 4 of 5 females over 18 in the US have a vibrator.

But what are some of the other trends that are driving growth in the industry?

Key Sex Toys Market Trends

• eCommerce is one of the most significant factors contributing to the industry’s growth.
• Online retailer Lovehoney Group was launched in 2003 and has grown by approximately 35% year-over-year.
• China and India are two of the fastest-growing sex toy markets in the world.
• Sociodemographic factors in North America influence the type of toys consumers prefer and the frequency of use.
• With many countries seeing increased disposable income, consumers demand increasingly innovative sex toys, including BDSM products, high-end, multi-functional vibrators, butt plugs, and anal toys.
• The sex tech market has a predicted CAGR of 18.9% over the next decade, making innovative sex tech products one of the most profitable opportunities for existing and emerging industry players.
• Growing LGBT populations and the rise of online sales and eCommerce are two of the most decisive driving factors for the sex toys industry in the coming years.
• Innovative marketing techniques and celebrity collaborations with sex toy companies are also expected to contribute drastically to industry growth.

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Key Sex Toys Market Challenges

Despite many emerging trends and opportunities in the industry, the widespread acceptance, adoption, and use of sex toys and erotic products remain a cultural taboo in many parts of the world.

Let’s look at a few other challenges the market will have to overcome in the future.

• Stringent laws prohibiting the possession and use of sex toys in nations, such as Saudi Arabia and the United Arab Emirates (UAE), can seriously hamper the market’s growth in these regions.
• Market growth is also quite challenging in countries like India, Vietnam, and Malaysia, where sex toys are not illegal, but their possession and usage are considered a cultural taboo.
• China produces an estimated 70% of all sex toys. However, the pervasiveness of counterfeit products coming from China could hurt industry vendors in the future.
• There’s a severe lack of regulation in the sex toy industry.
• There are virtually no regulatory bodies controlling the manufacture, distribution, or retail of sex toys in the United States and Canada.
• Manufacturers often take advantage of a “labeling loophole,” which allows them to sell their products as “novelty items.”
• The US Food And Drug Administration only has regulatory control over three mass-produced vibrators.
• However, this is only because they are labeled and marketed as gynecological and obstetrical therapeutic medical devices.
• The use of phthalates in sex toys made of jelly plastic is unregulated and unstudied and may present serious health risks to users.
• Payment services, such as Paypal and Stripe, won’t allow businesses that are part of the “adult industry” to open accounts with them.

Impact Of COVID-19 On The Sex Toy Industry

Although the worldwide COVID-19 pandemic has caused a great deal of economic downturn, it has been a significant boon to the sex toys industry.

• With country-wide lockdowns and more people staying at home than ever, the industry has seen a significant boost in the sale of adult toys.
• Throughout the pandemic, there’s been a shift in sex toy usage toward app-enabled sex toys with Bluetooth connectivity.

Sources

Yahoo
Statista
Prnewswire
grandviewresearch
technavio
theinsightpartners
researchandmarkets
marketresearch.biz
forbes
straitsresearch
futuremarketinsights.com
bbc.co.uk
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nytimes
statista
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apnews
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prnewswire