Sex Toys Market Size, Share & Trends Report

Sex Toys Market Size, Share & Trends Analysis Report By Product (Vibrators, Penis Rings, Anal Toys, Dildos), By Type (Male, Female), By Distribution Channel (E-commerce, Specialty Stores, Mass Merchandizers), By Region, And Segment Forecasts, 2023 - 2030

  • Report ID: GVR-3-68038-981-4
  • Number of Pages: 120
  • Format: Electronic (PDF)
  • Historical Range: 2017 - 2021
  • Industry: Healthcare

Research Methodology

A three-pronged approach was followed for deducing the sex toys market estimates and forecasts. The process has three steps: information procurement, analysis, and validation. The whole process is cyclical, and steps repeat until the estimates are validated. The three steps are explained in detail below:

Information procurement: Information procurement is one of the most extensive and important stages in our research process, and quality data is critical for accurate analysis. We followed a multi-channel data collection process for sex toys market to gather the most reliable and current information possible.

  • We buy access to paid databases such as Hoover’s and Factiva for company financials, industry information, white papers, industry journals, SME journals, and more.
  • We tap into Grand View’s proprietary database of data points and insights from active and archived monitoring and reporting.
  • We conduct primary research with industry experts through questionnaires and one-on-one phone interviews.
  • We pull from reliable secondary sources such as white papers and government statistics, published by organizations like WHO, NGOs, World Bank, etc., Key Opinion Leaders (KoL) publications, company filings, investor documents, and more.
  • We purchase and review investor analyst reports, broker reports, academic commentary, government quotes, and wealth management publications for insightful third-party perspectives.

Analysis: We mine the data collected to establish baselines for forecasting, identify trends and opportunities, gain insight into consumer demographics and drivers, and so much more. We utilized different methods of sex toys market data depending on the type of information we’re trying to uncover in our research.

  • Market Research Efforts: Bottom-up Approach for estimating and forecasting demand size and opportunity, top-down Approach for new product forecasting and penetration, and combined approach of both Bottom-up and Top-down for full coverage analysis.

  • Value-Chain-Based Sizing & Forecasting: Supply-side estimates for understanding potential revenue through competitive benchmarking, forecasting, and penetration modeling.

  • Demand-side estimates for identifying parent and ancillary markets, segment modeling, and heuristic forecasting.

  • Qualitative Functional Deployment (QFD) Modelling for market share assessment.

Market formulation and validation: We mine the data collected to establish baselines for forecasting, identify trends and opportunities, gain insight into consumer demographics and drivers, and so much more. We utilize different methods of data analysis depending on the type of information we’re trying to uncover in our research.

  • Market Formulation: This step involves the finalization of market numbers. This step on an internal level is designed to manage outputs from the Data Analysis step.

  • Data Normalization: The final market estimates and forecasts are then aligned and sent to industry experts, in-panel quality control managers for validation.

  • This step also entails the finalization of the report scope and data representation pattern.

  • Validation: The process entails multiple levels of validation. All these steps run in parallel, and the study is forwarded for publishing only if all three levels render validated results.

Sex Toys Market Categorization:

The sex toys market was categorized into four segments, namely type (Female, Male), product (Vibrators, Dildos, Penis Rings, Anal Toys, Masturbation Sleeves, Bondage, Sex Dolls), distribution channel (E-commerce, Specialty Stores, Mass Merchandizers), and regions (North America, Europe, Asia Pacific, Latin America, Middle East & Africa).

Segment Market Methodology:

The sex toys market was segmented into type, product, distribution channel, and regions. The demand at a segment level was deduced using a funnel method. Concepts like the TAM, SAM, SOM, etc., were put into practice to understand the demand. We at GVR deploy three methods to deduce market estimates and determine forecasts. These methods are explained below:

Market research approaches: Bottom-up

  • Demand estimation of each product across countries/regions summed up to from the total market.

  • Variable analysis for demand forecast.

  • Demand estimation via analyzing paid database, and company financials either via annual reports or paid database.

  • Primary interviews for data revalidation and insight collection.

Market research approaches: Top-down

  • Used extensively for new product forecasting or analyzing penetration levels.

  • Tool used invoice product flow and penetration models Use of regression multi-variant analysis for forecasting Involves extensive use of paid and public databases.

  • Primary interviews and vendor-based primary research for variable impact analysis.

Market research approaches: Combined

  • This is the most common method. We apply concepts from both the top-down and bottom-up approaches to arrive at a viable conclusion.

Regional Market Methodology:

The sex toys market was analyzed at a regional level. The globe was divided into North America, Europe, Asia Pacific, Latin America, and Middle East & Africa, keeping in focus variables like consumption patterns, export-import regulations, consumer expectations, etc. These regions were further divided into twenty-five countries, namely, the U.S.; Canada; the UK; Germany; France; Italy; Spain; Benelux; Nordic Countries; Russia; China; India; Japan; South Korea; Australia; Indonesia; Thailand; Brazil; Mexico; Argentina; Saudi Arabia; UAE; Egypt; South Africa; and Nigeria.

All three above-mentioned market research methodologies were applied to arrive at regional-level conclusions. The regions were then summed up to form the global market.

Sex toys market companies & financials:

The sex toys market was analyzed via companies operating in the sector. Analyzing these companies and cross-referencing them to the demand equation helped us validate our assumptions and conclusions. Key market players analyzed include:

  • We-Vibe is a Canadian designer and manufacturer of vibrators for enhancing partnered and solo sexual experiences. The company uses innovative techniques to develop products that mimic the human body. Its products have an ergonomic design with high-performance, eco-friendly, and body-safe features. The company has made its products available in more than 50 countries. It has collaborated with boutiques, drug stores, adult stores, and online retailers to distribute its products. The company has developed an app, We-Connect, which can be paired with most of its vibrators.

  • Fun Factory is one of the largest manufacturers of aesthetic and adult novelty toys in Europe. The company operates its manufacturing process in Germany, from design to technical developments. It opened its first distribution subsidiary in the U.S. in 2003. The company maintains high-quality standards and uses hypoallergenic & medical-grade silicone for all its products.

  • Tenga Co., Ltd. is a Japan-based company that develops, manufactures, and sells sexual wellness products. The company develops products, including masturbation aids, personal lubricants, and related products for men and women. The company has a worldwide presence via collaborations with around 39 online distributors in 30 countries.

  • BMS Factory is a Canadian company that manufactures adult novelty products and intimate accessories. The company has 9 stores and 1 warehouse in Canada, a manufacturing factory in China, and numerous distributors worldwide. It has developed PowerBullet and used this technology to introduce some of its leading brands such as Vanity by Jopen in North America & Swan in Europe. Moreover, it has several brands with a range of luxury products built around its PowerBullet technology, such as LEAF and LUX.

  • Lovehoney Group Ltd. is an online sex toy retailer, distributor, and manufacturer, based in the U.K. The company has nine websites across Europe, North America, and Australasia. The company focuses on innovative product developments to meet customer demands with creative marketing and exceptional customer service. Along with its brand, the company also supplies other sexual well-being products to distributors worldwide. Notable brands owned include Lovehoney, Lovehoney BASICS, Lovehoney Fantasy, Lovehoney Desire, Loveyhoney Oh!, Lovehoney Lingerie, Fifty Shades of Grey, traceycox, Bondage Boutique, Motorhead, Motley Crue, Happy Rabbit, and LHM.   

  • Doc Johnson Enterprises, an American company, manufactures adult pleasure products and has around 40 years of experience in this market. The company has a manufacturing facility spanning 250,000 square feet in California and manufactures more than 75% of its products in this facility. It has more than 2,000 items in its product catalog, which are in production. The company has designed some unique products such as pocket rocket, rabbit-style vibes, TRYST, and OptiMALE, which have become iconic products in this industry. The company has a strong worldwide presence in the sex toy market.

  • LifeStyles Healthcare Pte Ltd. is a subsidiary of Ansell. It is recognized as the world’s second-largest condom manufacturing company with more than 6 brands of condoms. The company has a leading condom brand, SKYN. The company was established in September 2017 as a conglomerate of CITIC Capital Private Equity and Humanwell Healthcare. The equity firm purchased the Sexual Wellness segment from Ansell before the merger. The company also provides its products to the public health community for improving sexual health conditions.      

  • LELO, based in Stockholm, Sweden, is an intimate lifestyle enterprise that manufactures sex toys, massage products, and other accessories. The company has a presence in 50 countries globally. The company is recognized for its high-end products and has won over 36 design awards for its products.

  • Reckitt Benckiser Group plc is a leading manufacturer of health, hygiene, and home care products. The company markets and sells its products in more than 60 countries. The company’s global brands are also available in physical stores in more than 200 nations. It operates through two business units – Health and Hygiene Home. The former portfolio includes health relief, health hygiene, health & wellness, infant & child nutrition, and vitamin, minerals & supplement products. The latter business unit is focused on household products. Some products with a global brand recognition include Harpic, Air Wick, Dettol, Durex, Finish, Clearasil, Lysol, Mortein, Vanish, Mucinex, Veet, Nutramigen, Nurofen, Scholl, Strepsils, and Woolite.     

  • Church & Dwight Co., Inc. manufactures consumer and household products. The company has three primary business segments, namely consumer domestic, consumer international, and specialty products. The consumer domestic segment consists of household & personal care products, while consumer international consists of personal care & specialty products, including animal productivity products, specialty chemicals, and specialty cleaners. With more than 150 years of experience, the company has many flagship brands such as Trojan, Nair, Spinbrush, First Response, OxiClean, ARM & HAMMER, and Orajel. The company’s subsidiaries are located in Canada, Brazil, Mexico, Germany, France, the UK, and Australia. It distributes its personal care, household, and OTC products internationally. The company also exports its products in 130 countries via partnerships and distribution networks.

Value chain-based sizing & forecasting

Supply Side Estimates

  • Company revenue estimation via referring to annual reports, investor presentations, and Hoover’s.

  • Segment revenue determination via variable analysis and penetration modeling.

  • Competitive benchmarking to identify market leaders and their collective revenue shares.

  • Forecasting via analyzing commercialization rates, pipelines, market initiatives, distribution networks, etc.

Demand side estimates

  • Identifying parent markets and ancillary markets

  • Segment penetration analysis to obtain pertinent

  • revenue/volume

  • Heuristic forecasting with the help of subject matter experts

  • Forecasting via variable analysis

Sex Toys Market Report Objectives:

  • Understanding market dynamics (in terms of drivers, restraints, & opportunities) in the countries.

  • Understanding trends & variables in the individual countries & their impact on growth and using analytical tools to provide high-level insights into the market dynamics and the associated growth pattern.

  • Understanding market estimates and forecasts (with the base year as 2022, historic information from 2017 to 2021, and forecast from 2023 to 2030). Regional estimates & forecasts for each category are available and are summed up to form the global market estimates.

Sex Toys Market Report Assumptions:

  • The report provides market value for the base year 2022 and a yearly forecast till 2030 in terms of revenue/volume or both. The market for each of the segment outlooks has been provided on region & country basis for the above-mentioned forecast period.

  • The key industry dynamics, major technological trends, and application markets are evaluated to understand their impact on the demand for the forecast period. The growth rates were estimated using correlation, regression, and time-series analysis.

  • We have used the bottom-up approach for market sizing, analyzing key regional markets, dynamics, & trends for various products and end-users. The total market has been estimated by integrating the country markets.

  • All market estimates and forecasts have been validated through primary interviews with the key industry participants.

  • Inflation has not been accounted for to estimate and forecast the market.

  • Numbers may not add up due to rounding off.

  • Europe consists of EU-8, Central & Eastern Europe, along with the Commonwealth of Independent States (CIS).

  • Asia Pacific includes South Asia, East Asia, Southeast Asia, and Oceania (Australia & New Zealand).

  • Latin America includes Central American countries and the South American continent

  • Middle East includes Western Asia (as assigned by the UN Statistics Division) and the African continent.

Primary Research

GVR strives to procure the latest and unique information for reports directly from industry experts, which gives it a competitive edge. Quality is of utmost importance to us, therefore every year we focus on increasing our experts’ panel. Primary interviews are one of the critical steps in identifying recent market trends and scenarios. This process enables us to justify and validate our market estimates and forecasts to our clients. With more than 8,000 reports in our database, we have connected with some key opinion leaders across various domains, including healthcare, technology, consumer goods, and the chemical sector. Our process starts with identifying the right platform for a particular type of report, i.e., emails, LinkedIn, seminars, or telephonic conversation, as every report is unique and requires a differentiated approach.

We send out questionnaires to different experts from various regions/ countries, which is dependent on the following factors:

  • Report/Market scope: If the market study is global, we send questionnaires to industry experts across various regions, including North America, Europe, Asia Pacific, Latin America, and MEA.

  • Market Penetration: If the market is driven by technological advancements, population density, disease prevalence, or other factors, we identify experts and send out questionnaires based on region or country dominance.

The time to start receiving responses from industry experts varies based on how niche or well-penetrated the market is. Our reports include a detailed chapter on the KoL opinion section, which helps our clients understand the perspective of experts already in the market space.

What questions do you have? Get quick response from our industry experts. Request a Free Consultation



This FREE sample includes market data points, ranging from trend analyses to market estimates & forecasts. See for yourself.



We can customize every report - free of charge - including purchasing stand-alone sections or country-level reports, as well as offer affordable discounts for start-ups & universities.

Contact us now to get our best pricing.

esomar icon

ESOMAR certified & member


ISO Certified

We are GDPR and CCPA compliant! Your transaction & personal information is safe and secure. For more details, please read our privacy policy.

great place to work icon