GVR Report cover U.S. Sex Toys Market Size, Share & Trends Report

U.S. Sex Toys Market Size, Share & Trends Analysis Report By Products (Vibrators, Dildos, Penis Rings, Anal Toys, Masturbation Sleeves, Bondage, Sex Dolls), By Distribution Channel, By Region, And Segment Forecasts, 2023 - 2030

  • Report ID: GVR-4-68040-032-1
  • Number of Pages: 103
  • Format: Electronic (PDF)
  • Historical Range: 2018 - 2021
  • Industry: Healthcare

Report Overview

The U.S. sex toys market was valued at USD 9.2 billion in 2022 and is expected to expand at a compound annual growth rate (CAGR) of 8.08% from 2023 to 2030. Increasing use of sex toy products and rising awareness regarding sexual health among adolescents & young adults are some of the key factors expected to drive the growth. The demand has significantly increased over the years among customers from different age groups, sexual orientations, races & nationalities, and financial backgrounds. People have become more expressive and vocal about their sexual needs. Thus, the sale of sex toys significantly increasing, and the market is expected to witness lucrative growth during the forecast period.

 U.S. sex toys market size, by product, 2020 - 2030 (USD Billion)

The popularity of adult products among the geriatric population is growing due to the rising desire for sexual activities. Hence, the manufacturers are focusing more on this age cohort to gain a larger share of the customer base. As per the State of Sex Toys 2022 study by Bedbible, around 71% of people aged 55-59 years, and around 65% of people aged 60 and above have sex toys in the U.S.

The rise in acceptance of sexual needs and adoption of these products due to their ability to deliver enhanced sexual pleasure are gradually increasing the adoption of adult products & creating opportunities for manufacturers to launch innovative products. For instance, in November 2021, TENGA Co., Ltd. launched various packs of new WONDER EGG, super-stretch sleeves, including EGG WIND, EGG RING, EGG STUD, EGG CURL, EGG TUBE, and EGG MESH.

Owing to increasing awareness regarding the sexual health of women, new female care product companies, such as Honey Pot Company, and other consumer companies are offering products focused on vaginal stimulation. Moreover, celebrities promoting vibrators help increase the visibility of products and reduce the social stigma associated with their use.

Americans spend a significant amount of their disposable income on adult products. Expenditure on sex toys has rapidly increased in recent times. As per the State of Sex Toys 2022 study by Bedbible, around 40% of Americans have spent more than USD 40 on sex toys in 2022, increasing from 24% in 2017. According to research conducted by Bespoke Surgical in 2020, each citizen of the U.S. spends around USD 150 to USD 250 annually on sexual wellness products.  In addition, residents of California spend around 28.1%, Nevada around 23.8%, and Arkansas around 15.2% on sex toys.

Moreover, curiosity regarding anal sex and its role in sexual pleasure is gradually increasing. The survey conducted by Le WAND in August 2021 as Ask Eva found that around 16.0% of respondents preferred anal toys among other products: 8.7% of respondents preferred butt plugs, 4.9% of respondents preferred vibrating anal toys, and 2.4% of respondents preferred anal beads.

Product Insights

Based on the product the market is segmented into vibrators, dildos, penis rings, anal toys, masturbation sleeves, bondage, sex dolls, and others. The vibrators 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 significantly large consumer base and increasing demand from the youth.

The launch of technologically advanced and innovative products is a growing trend in the market. The companies have introduced advanced products equipped with augmented reality and remotely connected devices, such as Bluetooth-enabled & Wi-Fi-enabled devices, robots, and others. For instance, in November 2021, Hot Octopuss launched PULSE SOLO INTERACTIVE, a Guybrator that can be controlled via partners’ mobile applications.

Sex dolls held a significant share of the market owing to their high demand, especially among single men, and this demand increased further during the COVID-19 pandemic. For instance, Sex Doll Genie, an online retailer of sex dolls, reported a record-high number of orders during the pandemic. It reported an increase of 51.6% in February 2020 in orders for sex dolls from single men and year-on-year growth of 33.2% in purchases by couples in April 2020. 

Distribution Channel Insights

Based on distribution channel, the market is divided into e-commerce, mass merchandisers, and specialty stores. The e-commerce segment dominated the U.S. sex toys market with the largest revenue share in 2022. This segment is expected to witness the fastest CAGR during the forecast period owing to the increasing demand for products from young adults and the LGBTQ+ community, as well as their easy availability in online retail stores in the U.S. Increasing usage & reach of the internet is expected to provide major opportunities for geographic expansion with minimal investments & resources. Moreover, customers prefer online sales channels as they provide the liberty to select any product without facing social stigma.

 U.S. sex toys market share, by distribution channel, 2022 (%)

The specialty stores held a significant market share in 2022. Specialty stores in the market include adult novelty brick & mortar stores. Before sex toys gained popularity, these shops were the only source of procuring them in the U.S. However, with increasing competition from online retailers and mass merchandisers, adult specialty stores have taken efforts to become more approachable.

Furthermore, the mass merchandisers segment is expected to expand significantly during the forecast period. Mass merchandisers in the U.S. have recognized the growing acceptance of adult products and are investing in newer ways to capitalize on this opportunity to strengthen their presence in the market in the U.S. For instance, in 2018, Walmart partnered with Clio Design, Inc. to design and develop a new range of vibrators under the brand name plusOne.

Regional Insights

The West region dominated with the largest market share in 2022 and is expected to grow at the fastest CAGR during the forecast period. This can be attributed to the growing popularity of adult toys in these states owing to the decreasing social stigma around these products and growing access to these products via online retail stores as well as supermarket chains. As per the survey of 2,300 people conducted by BespokeSurgical, around 62.5% of respondents purchase fetish gear in California, and around 55.1% of respondents purchase fetish gear in Nevada.

The Northeast region is expected to witness lucrative growth during the forecast period owing to the growing demand for these products post-pandemic. Vermont, New Hampshire, and Maine ranked fifth, sixth, and seventh, respectively, for sex toy sales per capita in 2017, according to a 2017 infographic created by the adult products manufacturer Adam & Eve. Furthermore, according to Lovehoney, the number of sex toys and accessories purchased in Elizabeth, New Jersey during the lockdown increased by 500%.

The Midwest region held a significant market share in 2022. The growing preference for adult products among women in the region is expected to drive the growth of the market in the region. For instance, as per research conducted by Sex Shops Near Me using online shopping data from Google, dildos are the most popular sex toys in Illinois, whereas bondage gear is being sold in larger numbers across Northern Wisconsin

Key Companies & Market Share Insights

The market is highly competitive with the presence of global and local manufacturers & distributors. Pipedream Products; California Exotic Novelties; Doc Johnson Enterprises; LELO; Lovehoney Group Ltd.; PHE, Inc. (Adam & Eve); Tenga Co., Ltd.; BMS Factory; and Fun Factory are some of the market leaders in terms of product portfolio & strategic initiatives.

These companies have a vast range of products in several categories, including anal toys, female & male toys, couple toys, and bondage gear. These products are designed keeping in mind the diverse consumer demands, with variations in each category. Several companies have online channels that help increase product visibility, offer product discounts, and provide discrete delivery of products.

The market players are adopting various strategies to stay competitive in the market, including new product launches, diversification of existing products, and mergers & acquisitions. 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. sex toys market include:

  • Reckitt Benckiser Group plc

  • Church & Dwight Co., Inc.

  • Lovehoney Group Ltd.

  • LifeStyles Healthcare Pte Ltd.

  • LELO

  • Doc Johnson Enterprises

  • Unbound

  • Tenga Co., Ltd.

  • Fun Factory

  • BMS Factory

  • PHE, Inc. (Adam & Eve)

  • California Exotic Novelties

  • Pipedream Products

  • Dame Products, Inc

  • ILF, LLC

U.S. Sex Toys Market Report Scope

Report Attribute


Market size value in 2023

USD 9.88 billion

Revenue forecast in 2030

USD 17.0 billion

Growth rate

CAGR of 8.08% from 2023 to 2030

Base year for estimation


Historical data

2018 - 2021

Forecast period

2023 - 2030

Quantitative units

Revenue in USD million/billion and CAGR from 2023 to 2030

Report coverage

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

Segments covered

Product, distribution channel, region

Country scope


Key companies profiled

Reckitt Benckiser Group plc; Church & Dwight Co., Inc.; Lovehoney Group Ltd.; LifeStyles Healthcare Pte Ltd.; LELO; Doc Johnson Enterprises; Unbound; Tenga Co., Ltd.; Fun Factory; BMS Factory; PHE, Inc. (Adam & Eve); California Exotic Novelties; Pipedream Products; Dame Products, Inc; ILF, LLC

Customization scope

Free report customization (equivalent up to 8 analysts working days) with purchase. Addition or alteration to country, regional & segment scope.

Pricing and purchase options

Avail customized purchase options to meet your exact research needs. Explore purchase options


U.S. Sex Toys Market Segmentation

This report forecasts revenue growth at country levels and provides an analysis of 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. sex toys market report based on product, distribution channel, and region:

U.S. Sex Toys Market Segmentation

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

    • Vibrators

    • Dildos

    • Penis Rings

    • Anal Toys

    • Masturbation Sleeves

    • Bondage

    • Sex Dolls

    • Others

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

    • E-commerce

    • Mass Merchandisers

    • Specialty Stores

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

    • West

    • Northeast

    • Southeast

    • Midwest

    • Southwest 

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