Sex Toys Market by Product Type (Vibrators, Dildos, Rings, and Others), End-Use (Men and Women), and Distribution Channel (Supermarket/Hypermarket, Online Stores, Specialty Stores, and Drug Stores): Global Opportunity Analysis and Industry Forecast, 2021–2030

The global sex toys market was valued at $38,689.3 million in 2020, and is projected to reach $47,615.4 million by 2030, registering a CAGR of 4.3%. North America was the highest revenue contributor, accounting for $17,843.5 million in 2020, with a CAGR of 3.7%. 

Sex toys or adult toys are also recognized as marital aids. These devices are used to get more pleasure during sex or masturbation. Sex toys include dildos, vibrators, strap-ons, vibrating panties, cock cages, blindfolds & feathers, and male masturbators. Sex toys are associated with various benefits such as it reduces the risk of unwanted pregnancy, STDs, and it doubles the joy of sex with or without a partner.Vibrators, artificial dicks, and male masturbators contribute for the highest share in the sex toys segment, owing to their growing popularity among millennials. 

Social marketing is a type of intervention in which sexual wellness product brands are developed, marketed with a promotional campaign, and sold to specific target population. This platform is majorly used to brand sex toys and condoms to promote its use and spread awareness regarding STDs. In addition, there are many other approaches, which include public/ free and private distribution of condoms that boosts the market growth.

It is expected that focus on R&D will increase during the forecast period, as companies are expected to offer products that are better than their rivals. Manufacturers of toys products are focused on the positioning their brands better to improve their sales. 

The outbreak of the COVID-19 pandemic has positively influenced the growth of the sex toys market. Factors such as lockdowns and change in consumer behavior have significantly increased the demand for sex toys. Besides, rising awareness and changing perceptions about sex toys among consumers will present significant opportunities for vendors during the forecast period.  

According to the sex toys market analysis, the market is segmented on the basis of product type, end use, distribution channel, and region. Depending on product type, the market is divided into vibrators, dildos, rings and others. By end user, it is segregated into men and women. According to distribution channel, it is divided into supermarket & hypermarket, online store, specialty store, and drug stores. Region wise, it is analyzed across North America (the U.S., Canada, and Mexico), Europe (Germany, France, the UK, Spain, Italy, Russia, and rest of Europe), Asia-Pacific (China, Japan, India, Australia, South Korea, Thailand, Singapore, and rest of Asia-Pacific), and LAMEA (Brazil, Argentina, the UAE, Nigeria, Saudi Arabia, South Africa, and rest of LAMEA).    

On the basis of product type, the vibrators segment accounted for the maximum share in the global sex toys market in 2020, and is expected to remain dominant during the sex toys market forecast period. This is majorly attributed to the growth of interest among millennial population toward sex and related activities. Vibrators can be used with or without a partner, which is expected to promote its use among people. Furthermore, social media, pornography, and sex movies have been significantly influencing people, especially the young generation to use sex toys such as vibrators, and dildos.

On the basis of end-use, the women segment accounts to higher value share. The women segment is a growing contributor in the sex toys market, in terms of value. Rise in use of female contraceptives, sex education, and growth in sexual interest among women is anticipated to boost the demand for products such as vibrators, pregnancy testing products, female condoms, menstrual cups, diaphragm and cervical caps, and exotic lingerie & apparels. Women are increasingly using vibrators and dildos for sexual pleasures and stimulation. Vibrators are gaining major popularity among women, owing to benefits such as release of sexual frustration and achieving orgasm.

On the basis of distribution channel, the online stores segment held the significant sex toys market share in 2020. The online stores segment is expected to gain major traction the global sex toys market as it maintain secrecy and privacy of the customer’s shopping. In addition, online stores offers various benefits, including save time and efforts, easy price comparisons, availability of more variety and door step delivery. Rise in penetration of various online stores portals in developing regions and increase in number of offers or discounts provided by them attract consumers to purchase sex toys products through online stores. 

On the basis of region, North America dominated the sex toys market in 2020, and accounted for maximum market share. Factors such as improvisations and innovations in sex toys and condoms drive the growth of the sex toys market in North America is. For instance, in 2018 ONE, a condom manufacturing company launched UltraFeel condom. It offers thin bead and full lubrication from base to tip of the condom. Furthermore, this condom is combined with a 2ml lubricant pouch in the same package.

Players in the sex toys market have adopted business expansion and product launch as their key developmental strategies to expand their market share, increase profitability, and remain competitive in the market. The key players profiled in the report include Adam & eve store, Bijoux indiscrets, California exotic novelties, llc, Caya co-operative ltd, Church & Dwight co., inc., Doc Johnson Enterprises, Hot Octopuss limited, reckitt benckiser group plc, tenga co., ltd, and we-vibe. 

Key benefits for stakeholders    

• The report provides quantitative analysis of the current sex toys market trends, estimations, and dynamics of the market size from 2020 to 2030 to identify the prevailing sex toys market opportunities. 
• Porter’s five forces analysis highlights the potency of buyers and suppliers to enable stakeholders to make profit-oriented business decisions and strengthen their supplier–buyer network.  
• In-depth analysis and the market size & segmentation assist to determine the market potential.
• The major countries in each region are mapped according to their revenue contribution to the market.    
• The market player positioning segment facilitates benchmarking and provides a clear understanding of the present position of the market players in the sex toys industry. 

Key market segments 

By Product Type

• Vibrators
• Dildos
• Rings
• Others

By End-use

• Men
• Women

By Distribution Channel

• Supermarket/Hypermarket
• Online Stores
• Specialty Stores
• Drug stores

By Region

• North America
  • U.S.
  • Canada
  • Mexico
• Europe
  • Germany 
  • France
  • UK
  • Italy
  • Spain 
  • Russia
  • Rest of Europe
• Asia-Pacific
  • China
  • Japan
  • Australia
  • South Korea
  • Thailand
  • Singapore
  • Rest of Asia-Pacific 
• LAMEA 
  • Brazil
  • Argentina
  • UAE
  • Nigeria 
  • Saudi Arabia 
  • South Africa
  • Rest of LAMEA