U.S. Sex Toys Market Size To Reach $18.7 Billion by 2033

October 2024 | Report Format: Electronic (PDF)

U.S. Sex Toys Market Growth & Trends

The U.S. sex toys market size is expected to reach USD 18.7 billion by 2033, at a CAGR of 6.2% from 2026 to 2033, according to a new report by Grand View Research, Inc. Rising awareness and reducing stigma associated with sexual activities, due to sex-positive movements that aided to break stereotypes related to age, gender, and social construct of the population.

Market players 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. Such advancements are projected to bode well for this industry’s growth.

Growing popularity of e-commerce to buy adult products is expected to boost the U.S. market’s growth. Availability of different adult products on online platforms has boosted their demand as customers can differentiate between brands and choose products that fit their needs and desires. This has created huge competition among companies to offer quality products that meet industry standards.

COVID-19 pandemic boosted online sales of sexual wellness products due to travel restrictions and fear of contracting the virus. Owing to the increased demand for products online, major supermarket chains are also adding these products to their online stores. For instance, in July 2022, Weinerschleiden lubricants by Fetish Mafia launched in 2018.

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U.S. Sex Toys Market Report Highlights

Based on product, the vibrators segment dominated the market with a revenue share of 22.9% in 2025 and is expected to witness the fastest CAGR during the forecast period. Vibrators are sex toys designed for stimulation of erogenous areas and are increasingly incorporating new designs, features, and product formats to provide differentiated user experiences.
Based on distribution channel, the e-commerce segment dominated the market with a revenue share of 57.2% in 2025 and is expected to grow at the fastest CAGR during the forecast period. In the past few years, e-commerce and online sex stores are the most used platforms for purchasing sexual wellness products in the U.S. Discrete delivery of products and customer anonymity are the key factors responsible for the increasing number of customers preferring these channels over traditional options.
The West region dominated the market with a revenue share of 24.3% in 2025 and is expected to have the fastest CAGR during the forecast period. The Western region of the U.S. includes Alaska, Oregon, California, Nevada, Arizona, New Mexico, Hawaii, Utah, Colorado, Wyoming, Idaho, Washington, and Montana.