The global sex toys market size was valued at USD 26.6 billion in 2019 and is expected to grow at a compound annual growth rate (CAGR) of 5.3% from 2020 to 2027. Increased spending capacities and improved standard of living in developing economies are expected to drive the market during the forecast period. Novelty adult products are gaining a mainstream position in the sexual wellness industry with the growing popularity amongst all age groups. Acceptance of the LGBTQ community and growing interest among women towards experimenting with sexual wellness products without hesitation is promoting the adoption of such products and hence, driving the market. Liberalization, penetration of social media, and the influence of pop culture have resulted in increasing awareness about the importance of sexual health.
Moreover, the nonexistence of manufacturing regulations for sex toys allows the manufactures to develop female and male-centric products without any restrictions of reporting the material or chemical used in the products. Manufacturers are thus at the liberty to develop a large number of products under the label of novelty toys. Products such as vibrators, dildos, e-stimulators are widely used by both the gender for sexual stimulation.
One of the growing trends in the sex toys industry is the adoption of cutting-edge technology for the development of innovative products. Virtual gadgets, remotely connected devices, robots, immersive entertainment, and augmented reality are factors expected to change the landscape of the market in the coming years. For instance, EXOLOVER PTY LTD. is an Australian startup that develops adult novelty devices using blockchain technology, allowing remote interaction and sharing real-time intimate sensations.
The female segment dominated the market and accounted for the largest revenue share of 59.8% in 2019. Surpassing the taboo and social stigma, a wide range of products in the market are easily available for women. Products such as vibrators, dildos, and anal beads are displayed directly in the wellness department. Manufacturers have generally targeted women for manufacturing toys around the female anatomy. In addition, the increasing popularity of male sex toys such as penile rings, penis pumps, and penis vibrators is expected the boost the growth of the male sex toys segment. Online retailers, as well as hypermarkets, are stocking sex toys alongside condoms in their wellness segment, providing easy access to men looking to enhance their sexual health.
The ongoing COVID-19 pandemic has forced people worldwide to stay indoors or self-isolate at homes and practice self-care, including self-pleasure. This has led to an increase in the sales of sex toys, especially in developed and developing markets. Sales of products such as personal massagers, vibrators, flashlights, blindfolds, handcuffs, and bondage items have surpassed the estimated sales for the last 3 months compared to 2019.
The e-commerce segment dominated the market and held the largest revenue share of 63.5% in 2019. Increasing penetration of the internet and the availability of numerous sex toys on e-commerce platforms are driving the growth of the segment. The anonymity maintained in product delivery is an added advantage for customers opting for online purchases over brick and mortar adult stores.
With worldwide lockdown to combat the COVID-19 pandemic, online stores and retailers have reported significantly high demand for sex toys. To fulfill this increasing demand for sex toys during the period of self-quarantine, maintaining an adequate supply is a major challenge for manufacturers, distributors, and retailers. The supply and distribution chain are adversely affected due to the global shutdown of air freights and shipments. This is expected to increase import duties in several countries, which in turn is expected to increase the prices of imported sex toys.
In developing countries, sales of toys have legal concerns and online retailers are often the only source of purchase. According to a survey by Reckitt Benckiser in 2019, around 74.0% of Indians expressed their interest to explore and try new things sexually. More than 35.0% of the online orders for sex toys in India are from non-metro and tier 1 cities.
North America dominated the market and held the largest revenue share of 33.8% in the sex toys market in 2019. This is owing to the presence of numerous manufacturers and retailers providing easy access to products. According to a survey conducted in the U.S. in 2019, 53.0% of Americans used sex toys for improving sexual experience. Social acceptance and liberal sexual lifestyle in the U.S. and Canada, along with the presence of multiple adult stores, is expected to boost demand for adult novelty items during the forecast period. Manufacturers in North America such as Doc Johnson in the U.S. and CalExotics in Ontario have experienced increased sales of sex toys in the first quarter of 2020.
European countries, such as Germany, Italy, France, the U.K., Denmark, and Belgium, are leading contributors to the market. Traditional vibrators and dildos are the most popular products in these countries. The presence of some of the leading brands, such as LELO, Lovehoney, Durex, and Fun Factory, which cater to the requirements of the European community, had positioned Europe as the second-largest market in 2019.
Reducing social stigma by changing customer perception toward sex and increasing online retailers are expected to drive demand for sex toys in the Asia Pacific. Countries such as Singapore and New Zealand are now catering to the sexual needs of women through the promotion of the sex toys industry.
The market is highly competitive with the presence of global and regional manufacturers. Manufacturers are launching some of the most luxurious and exotic products using advanced technology. For instance, in July 2019, LifeStyles Healthcare announced the launch of three new intimate accessories under its SKYN brand—SKYN Thrill, SKYN Vibes, and SKYN Shiver. In March 2020, online sales for PinkCherry’s Womanizer vibrator (produced by WOW Tech Group) increased after a stay-at-home campaign with billboards that read SCREAM YOUR OWN NAME was released at multiple sites. Some of the brands that are high in demand during this pandemic in Canada include Womanizer, Magic Wand Rechargeable, Tenga Egg, Je Joue Uma, Njoy Pure Wand, Fuze, and Pleasure Plug. Marketing strategies used for these products are changing. Manufacturers are working on removing the pornographic image associated with sexual wellness products and rebranding the use of vibrators as a healthy means of improving sex life. Some of the prominent players in the sex toys market include:
Church & Dwight Co., Inc.
Reckitt Benckiser Group plc
LELO
LifeStyles Healthcare Pte Ltd
Doc Johnson Enterprises
Lovehoney Group Ltd
BMS Factory
PinkCherry
Tenga Co., Ltd.
Fun Factory
We-Vibe
Report Attribute |
Details |
Market size value in 2020 |
USD 29.0 billion |
Revenue forecast in 2027 |
USD 48.2 billion |
Growth Rate |
CAGR of 5.3% from 2020 to 2027 |
Base year for estimation |
2019 |
Historical data |
2016 - 2018 |
Forecast period |
2020 - 2027 |
Quantitative units |
Revenue in USD million and CAGR from 2020 to 2027 |
Report coverage |
Revenue forecast, company share, competitive landscape, growth factors & trends |
Segments covered |
Type, distribution channel, region |
Regional scope |
North America; Europe; Asia Pacific; Latin America; MEA |
Country scope |
The U.S.; Canada; The U.K.; Germany; France; Italy; Spain; Japan; China; India; Australia; Brazil; Mexico; South Africa |
Key companies profiled |
Church & Dwight Co., Inc.; Reckitt Benckiser Group plc; LELO; LifeStyles Healthcare Pte Ltd; Doc Johnson Enterprises; Lovehoney Group Ltd; BMS Factory; PinkCherry, Tenga Co., Ltd.; Fun Factory; We-Vibe |
Customization scope |
Free report customization (equivalent up to 8 analysts working days) with purchase. Addition or alteration to country & segment scope. |
Pricing and purchase options |
Avail customized purchase options to meet your exact research needs. Explore purchase options |
This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2016 to 2027. For this study, Grand View Research has segmented the global sex toys market report based on type, distribution channel, and region:
Type Outlook (Revenue, USD Million, 2016 - 2027)
Female
Male
Distribution Channel Outlook (Revenue, USD Million, 2016 - 2027)
E-Commerce
Specialty Stores
Mass Merchandizers
Regional Outlook (Revenue, USD Million, 2016 - 2027)
North America
The U.S.
Canada
Europe
The U.K.
Germany
France
Italy
Spain
Asia Pacific
China
Japan
India
Australia
Latin America
Brazil
Mexico
Middle East & Africa
South Africa
b. The global sex toys market size was estimated at USD 26.6 billion in 2019 and is expected to reach USD 29.0 billion in 2020.
b. The global sex toys market is expected to grow at a compound annual growth rate of 5.3% from 2020 to 2027 to reach USD 48.2 billion by 2027.
b. North America dominated the sex toys market with a share of 33.7% in 2019. This is attributable to social acceptance and liberal sexual lifestyle in the U.S. along with the presence of multiple adult stores.
b. Some key players operating in the sex toys market Church & Dwight Co., Inc.; Reckitt Benckiser Group plc; LELO; LifeStyles Healthcare Pte Ltd; Doc Johnson Enterprises; Lovehoney Group Ltd; BMS Factory; Tenga Co., Ltd.; Fun Factory; We-Vibe.
b. Key factors that are driving the sex toys market growth include growing demand from customers to enhance sexual experience, liberalization, penetration of social media, and the influence of pop culture are increasing awareness about the importance of sexual health.
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With Covid-19 infections rising globally, the apprehension regarding a shortage of essential life-saving devices and other essential medical supplies in order to prevent the spread of this pandemic and provide optimum care to the infected also widens. In addition, till a pharmacological treatment is developed, ventilators act as a vital treatment preference for the COVID-19 patients, who may require critical care. Moreover, there is an urgent need for a rapid acceleration in the manufacturing process for a wide range of test-kits (antibody tests, self-administered, and others). The report will account for Covid19 as a key market contributor.