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, 2024 - 2030

U.S. Sex Toys Market Size & Trends

The U.S. sex toys market size was estimated at USD 9.9 billion in 2023 and is expected to grow at a compound annual growth rate (CAGR) of 8.19% from 2024 to 2030. Increasing use of these products and rising awareness regarding sexual health among adolescents & young adults are some of the key factors driving this 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, sex toy sales are significantly increasing, contributing to a lucrative growth of the market.

Market Dynamics

Popularity of adult products among geriatric population is growing due to the rising desire for sexual activities. Hence, 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, in the U.S., around 71% of people aged 55-59 years, and around 65% of people aged 60 and above have sex toys.

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 women’s sexual health, new female care product companies, such as Honey Pot Company, are offering products focused on vaginal stimulation. Moreover, celebrity promotions and influencer marketing of vibrators help increase product visibility and reduce 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 spent more than USD 40 on sex toys in 2022, increasing from 24% in 2017. According to a research conducted by Bespoke Surgical in 2020, every U.S. citizen 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 product, U.S. sex toys market is segmented into vibrators, dildos, penis rings, anal toys, masturbation sleeves, bondage, sex dolls, and others. In 2023, vibrators segment held the largest revenue share of 22.76% and is expected to witness the fastest CAGR from 2024 to 2030. This can be attributed to the significantly large consumer base and increasing demand from the youth.

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 market share owing to their high demand, especially among single men. 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. E-commerce segment held the largest revenue share of 56.70% in 2023. This segment is expected to witness the fastest CAGR from 2024 to 2030, owing to increasing product demand from young adults and LGBTQ+ community, as well as their easy availability in online retail stores. 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 fear of judgment.

The specialty stores held a significant market share in 2023. Specialty stores 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 made efforts to become more approachable.

Mass merchandisers segment is expected to grow at a significant CAGR from 2024 to 2030. Mass merchandisers have recognized the growing acceptance of adult products and are investing in newer ways to capitalize on this opportunity to strengthen their market presence. For instance, in March 2022, Yellow Wood Partners LLC, a private equity firm based in Boston that specializes in investing in consumer brands and companies, has recently formed a new platform called Beacon Wellness Brands. The company has acquired several brands from Clio, including the popular brand PlusOne, which is known as the top sexual device brand in mass channels.

Regional Insights

West U.S. dominated with the largest market share of 24.12% in 2023 and is expected to grow at the fastest CAGR from 2024 to 2030. 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 a 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.

Northeast U.S. 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 COVID-19 lockdown increased by 500%.

Midwest U.S. held a significant revenue share in 2023. Growing preference for adult products among women is one of the factors attributed to this regional growth. For instance, as per a 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 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 and offer product discounts and discrete product delivery.

Market players are adopting various strategies to stay competitive, 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. Similarly, in August 2023, Adam & Eve, America's most trusted source for adult products, has announced that they will be stocking products from the iconic mega-brand, Playboy.

U.S. Sex Toys Market Report Scope

U.S. Sex Toys Market Report Segmentation

This report forecasts revenue growth at country levels and provides an analysis of the latest industry trends and opportunities in each sub-segment 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:

• 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