U.S. BDSM Sex Toys Market Size, Share & Trends Analysis Report By Type (Restraints, Bondage Furniture, Sex Machines, Electrostimulation Products, Sensory Deprivation, Physical Stimulation), By Distribution Channel, And Segment Forecasts, 2023 - 2030

Report Overview

The U.S. BDSM sex toys market size was valued at USD 1.3 billion in 2022 and is anticipated to witness a CAGR of 8.02% over the forecast period. Easy availability of customized bondage products and changing consumer attitudes toward BDSM activities owing to the influence of social media and the entertainment industry are among the factors expected to drive the market. Furthermore, the pandemic has positively impacted the adoption of BDSM products, which includes the growing demand for customized whips and handcuffs made from leather. According to a study published by Love, Sales around 83% rise was reported in searches of handcuffs and whips in April 2020 when compared to April 2019.

The stigma associated with sexual activities & experimenting is reducing due to liberalization and growing acceptance of homosexuality. Sex-positive movements have helped clear stereotypes related to gender, age, and social construct of people. Companies operating in this market are launching various campaigns to raise awareness and break the stigma around sex toys by changing consumer perception. For instance, in August 2021, LoveHoney Group launched a TV advertisement to show lingerie and sex toys under the Love How You Love campaign.

Several studies have suggested that BDSM practices in the U.S. are highly prevalent, with around 50% to 75% of the sexually active population engaged in BDSM practices. The prevalence differs with the type of products and the prices of the products. According to the Ask Eva survey of October 2020 by Le Wand, around 61.5% of participants in the U.S. use restraint BDSM toys, and about 89.4% of individuals are interested in using these products in the near future. This can be attributed to the rising consumer awareness in recent times regarding these products owing to the growing advertisement campaigns, the launch of erotic books, and movies such as 50 Shades of Grey.

Innovative high-tech products have been in massive demand in recent times in the U.S., disrupting the traditional BDSM sex toys market in the country. From manufacturers to consumers, everyone wants to harness the potential of technology to enhance sexual pleasure during intercourse. Moreover, customers are shifting toward technologically advanced sex machines from traditional penetrative or extractive sex toys. Hence, companies are launching customizable human-like robots or machines for sexual intercourse. According to a YouGov survey conducted in February 2020, around 22% of the U.S. population was interested in having sexual intercourse with a robot, accounting for a 6% rise in number from 2017.

Type Insights

Based on the type the market is segmented into restraints, bondage furniture, sensory deprivation, physical stimulation, electrostimulation, sex machine, and others. Restraints segment dominated the market in 2022 with the largest share and is expected to witness the fastest market growth during the forecast period. This can be attributed to the increasing demand for products from young adults & the LGBTQ+ community and their easy availability in online retail stores in the U.S.

The lower cost of the products and rising preference for BDSM sex toys by beginners are expected to drive the market during the forecast period. Many companies are launching new products to cater to this growing customer pool of restrained BDSM products. For instance, in June 2018, Rihanna launched the Savage Xcessories line with around 11 products, such as fluffy satin restraints and fluffy handcuffs. This line of BDSM products was launched on the Savage X Fenty website.

Sensory deprivation is expected to witness significant growth during the forecast period. This can be attributed to the enhanced sexual intimacy and pleasure during sensory deprivation activities as it amplifies the other senses by restricting one sense. According to a survey of around 2,700 users by Simpatic.us, around 58% of women respondents were interested in being blindfolded during sexual intercourse. 

Distribution Channel Insights

Based on the distribution channel the market is divided into e-commerce, mass merchandizers, and specialty stores. The e-commerce segment dominated the U.S. sex toys market with the largest market share in 2022. This segment is expected to witness the fastest growth rate during the forecast period owing to the increasing number of customers preferring these channels over traditional options due to the discrete delivery of products and customer anonymity.

The specialty stores held a significant market share in 2022. Decreasing social stigma regarding the use of sex toys has boosted the appeal of adult toy stores in the U.S. The LGBTQ+ community and younger demographics are showing interest in exploring new sexual experiences, making them major target customers of specialty store owners. In addition, these stores often provide a unique customer experience while shopping, with expert recommendations and a diverse range of products from multiple brands.

The availability of BDSM sex toys has increased in the U.S. In recent years, mass merchandisers in the U.S have been selling BDSM sex toys such as blindfolds and restraints in sexual wellness aisles.

Key Companies & Market Share Insights

The U.S. BDSM sex toys market is highly fragmented with the presence of global and local manufacturers & distributors. These companies have a vast range of products in several categories, including restraints, sex machines, bondage furniture, gags, and muzzles. These products are designed keeping in mind the diverse consumer demands, with variations in each category. These players are adopting various strategies to stay competitive in the market, including new product launches and sales & discounts. For instance, in January 2022, Pipedream Products started shipping Body Dock Universal Harness System and King Cock Elite Dual Density Silicone dildos from its distribution center in the Midwest. Some prominent players in the U.S. BDSM sex toys market include:

• Lovehoney Group Ltd.

• Doc Johnson Enterprises

• Unbound

• PHE, Inc. (Adam & Eve)

• California Exotic Novelties

• Pipedream Products

• Mr. S Leather

• The Stockroom (JTT, Co.)

• Extreme Restraints (XR LLC)

• Kink Store 

U.S. BDSM Sex Toys Market Report Scope

U.S. BDSM Sex Toys Market Segmentation

This report forecasts revenue growth at country levels and provides an analysis on the latest industry trends and opportunities in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the U.S. BDSM sex toys market report based on type and distribution channel:

• Type Outlook (Revenue, USD Billion, 2018 - 2030)

  • Restraints

  • Bondage Furniture

  • Sex Machines

  • Electrostimulation Products

  • Sensory Deprivation

  • Physical Stimulation

• Distribution Channel Outlook (Revenue, USD Billion, 2018 - 2030)

  • E-commerce

  • Specialty Stores

  • Mass Merchandizers