Japan Sex Toys Market Size & Outlook, 2022-2030
Japan Sex Toys Market, 2018-2030 (US$M)
Global Report
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Japan sex toys market highlights
- The Japan sex toys market generated a revenue of USD 984.4 million in 2022 and is expected to reach USD 1,774.5 million by 2030.
- The Japan market is expected to grow at a CAGR of 7.6% from 2023 to 2030.
- In terms of segment, e-commerce was the largest revenue generating distribution channel in 2022.
- Mass Merchandizers is the most lucrative distribution channel segment registering the fastest growth during the forecast period.
Sex toys market data book summary
| Market revenue in 2022 | USD 984.4 million |
| Market revenue in 2030 | USD 1,774.5 million |
| Growth rate | 7.6% (CAGR from 2022 to 2030) |
| Largest segment | E-commerce |
| Fastest growing segment | Mass Merchandizers |
| Historical data | 2018 - 2021 |
| Base year | 2022 |
| Forecast period | 2023 - 2030 |
| Quantitative units | Revenue in USD million |
| Market segmentation | E-Commerce, Specialty Stores, Mass Merchandizers |
| Key market players worldwide | Church & Dwight Co Inc, Reckitt Benckiser Group PLC, LELO, TENGA, Lifestyles Healthcare, Doc Johnson Enterprises, BMS Factory, Fun Factory, We-Vibe |
Other key industry trends
- In terms of revenue, Japan accounted for 3.0% of the sex toys market in 2022.
- Country-wise, U.S. is expected to lead the global market in terms of revenue in 2030.
- In Asia Pacific, China sex toys market is projected to lead the regional market in terms of revenue in 2030.
- India is the fastest growing regional market in Asia Pacific and is projected to reach USD 1,036.7 million by 2030.
The sex toys industry in Japan is robust, with presence of innovative and technologically advanced products. Manufacturers such as Tenga have a wide variety of innovative products for men. According to a survey, majority of customers in Japan are middle-aged & older men and are generally looking for selfpleasure products. Adult stores in Japan are trying to attract more female customers with attractive offers for women-centered products.
Furthermore, Japan has some of the most exotic adult stores in the country, which display a plethora of products such as dildos, vibrators, cock rings, anime toys, BDSM gear, pocket vaginas, Fleshlights, sex dolls, and AI/VR enabled toys.
Some of the leading players in Japan are Love Merci, Wild one, M’s Pop Life, Tenga Shop, Don Quiote, and C’Estbien. Online retailers are also significantly contributing to growth of sex toys market in Japan.
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Sex Toys Market Scope
Sex Toys Market Companies
| Name | Profile | # Employees | HQ | Website |
|---|---|---|---|---|
| Church & Dwight Co Inc | View profile | 5,550 | 500 Charles Ewing Boulevard, Ewing, NJ, United States, 08628 | www.churchdwight.com |
| Reckitt Benckiser Group PLC | View profile | 40,000 | 103-105 Bath Road, Slough, Berkshire, United Kingdom, SL1 3UH | www.reckitt.com |
| LELO | View profile | 251-500 | Stockholm, Stockholms Lan, Sweden, Europe | www.lelo.com/ |
| TENGA | View profile | - | Minato, Chiba, Japan, Asia | www.tenga.co/kr |
| Lifestyles Healthcare | View profile | 1001-5000 | Brussels, Brussels Hoofdstedelijk Gewest, Belgium, Europe | www.lifestylesglobal.com/ |
| Doc Johnson Enterprises | View profile | 251-500 | North Hollywood, California, United States, North America | www.docjohnson.com/ |
| BMS Factory | View profile | 11-50 | Brampton, Ontario, Canada, North America | www.bmsfactory.com/ |
| Fun Factory | View profile | 51-100 | Bremen, Bremen, Germany, Europe | en.funfactory.com/ |
| We-Vibe | View profile | 51-100 | Ottawa, Ontario, Canada, North America | we-vibe.com/ |
Japan Sex Toys Market Outlook
The databook is designed to serve as a comprehensive guide to navigating this sector. The databook focuses on market statistics denoted in the form of revenue and y-o-y growth and CAGR across the globe and regions. A detailed competitive and opportunity analyses related to Sex Toys Market Outlook will help companies and investors design strategic landscapes.
E-Commerce was the largest segment with a revenue share of 68.9% in 2022.
Horizon Databook has segmented the Japan sex toys market based on e-commerce, specialty stores, mass merchandizers covering the revenue growth of each sub-segment from 2018 to 2030.
The sex toys industry in Japan is robust, with presence of innovative and technologically advanced products. Manufacturers such as Tenga have a wide variety of innovative products for men. According to a survey, majority of customers in Japan are middle-aged & older men and are generally looking for selfpleasure products. Adult stores in Japan are trying to attract more female customers with attractive offers for women-centered products.
Furthermore, Japan has some of the most exotic adult stores in the country, which display a plethora of products such as dildos, vibrators, cock rings, anime toys, BDSM gear, pocket vaginas, Fleshlights, sex dolls, and AI/VR enabled toys.
Some of the leading players in Japan are Love Merci, Wild one, M’s Pop Life, Tenga Shop, Don Quiote, and C’Estbien. Online retailers are also significantly contributing to growth of sex toys market in Japan.
- Japan Sex Toys Market Distribution Channel Outlook (Revenue, USD Million , 2018-2030)
- E-Commerce
- Specialty Stores
- Mass Merchandizers
- Japan Sex Toys Market Type Outlook (Revenue, USD Million , 2018-2030)
- Female
- Male
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Horizon Databook provides a detailed overview of country-level data and insights on the Japan Sex Toys Market Outlook, including forecasts for subscribers. This country databook contains high-level insights into Japan Sex Toys Market Outlook from 2018 to 2030, including revenue numbers, major trends, and company profiles.
Japan Sex Toys Market, 2018-2030 (US$M)
Japan sex toys market statistics, by distribution channel, 2018-2030 (US$M)
