GVR Report cover Sex Toys Market Size, Share & Trends Report

Sex Toys Market Size, Share & Trends Analysis Report By Type (Male, Female), By Distribution Channel (E-commerce, Specialty Stores, Mass Merchandizers), By Region, And Segment Forecasts, 2021 - 2028

  • Published Date: Jan, 2021
  • Base Year for Estimate: 2020
  • Report ID: GVR-3-68038-981-4
  • Format: Electronic (PDF)
  • Historical Data: 2016 - 2019
  • Number of Pages: 120

Report Overview

The global sex toys market size was valued at USD 33.64 billion in 2020. It is expected to expand at a compound annual growth rate (CAGR) of 8.04% from 2021 to 2028. Increased spending capacities and improved standard of living in developing economies are the factors expected to drive market growth during the forecast period. Novelty adult products are gaining a mainstream position in the sexual wellness industry with their 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 growth.

U.S. sex toys market size, by type, 2016 - 2028 (USD Billion)

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 manufacturers to develop female and male-centric products without any restrictions of reporting the material or chemical used in the products. Manufacturers are thus at 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.

COVID19 sex toys market impact: 26% growth from 2019 to 2020

Pandemic Impact

Post COVID Outlook

The sex toys market witnessed an increment of over 26% from 2019 to 2020, as per the earlier projection the market was expected to be nearly USD 29 billion in 2020

In 2021 the market will witness a slight decline of nearly 9% as compared to 2020, before resuming its growth trajectory by mid-2022

Total and partial lockdowns have resulted in increased sexual activities among individuals and in turn the usage of sex toys such as vibrators, dildos, and massage products

Improving regulatory structure in Asian countries, increasing acceptance of sex toys as a medium of increasing satisfaction among married couples will continue to boost the growth of sex toys in the coming few years

Favorable regulatory changes regarding LGBTQ+ relationships has resulted in a larger use of these products including, penile rings, anal toys, and vibrators



Type Insights

The female segment dominated the market with a revenue share of around 60% in 2020. Surpassing the taboo and social stigma, a wide range of women’s products are easily available in the market. 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. 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.

Distribution Channel Insights

E-commerce platforms and online retailers held the largest market share of more than 60% in 2020. 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. Based on the distribution channel, the global sex toys market is segmented into E-commerce, specialty stores, and mass merchandisers.

Online stores and retailers have reported significantly high demand for adult toys, with the worldwide lockdown to combat the COVID-19 pandemic. 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.

Global sex toys market share, by distribution channel, 2020 (%)

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% of Indians expressed their interest to explore and try new things sexually. More than 35% of the online orders for sex toys in India are from non-metro & tier 1 cities.

Regional Insights

North America held the largest share of over 33% in 2020, 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% 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 2020.

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.

Key Companies & Market Share Insights

The global 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 operating in the global sex toys market are:

  • 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

Sex Toys Market Report Scope 

Report Attribute


Market size value in 2021

USD 30.48 billion

Revenue forecast in 2028

USD 52.39 billion

Growth Rate

CAGR of 8.04% from 2021 to 2028

Base year for estimation


Historical data

2016 - 2019

Forecast period

2021 - 2028

Quantitative units

Revenue in USD million and CAGR from 2021 to 2028

Report coverage

Revenue forecast, company ranking, competitive landscape, growth factors, and trends

Segments covered

Type, distribution channel, region

Regional scope

North America; Europe; Asia Pacific; Latin America; Middle East & Africa

Country scope

U.S.; Canada; 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, regional & segment scope

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Segments Covered in the Report

This report forecasts revenue growth at the global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2016 to 2028. 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 - 2028)

    • Female

    • Male

  • Distribution Channel Outlook (Revenue, USD Million, 2016 - 2028)

    • E-Commerce

    • Specialty Stores

    • Mass Merchandizers

  • Regional Outlook (Revenue, USD Million, 2016 - 2028)

    • North America

      • U.S.

      • Canada

    • Europe

      • U.K.

      • Germany

      • France

      • Italy

      • Spain

    • Asia Pacific

      • China

      • Japan

      • India

      • Australia

    • Latin America

      • Brazil

      • Mexico

    • Middle East & Africa

      • South Africa

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