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%. The vibrators segment was the highest revenue contributor, accounting for $14,765.4 million in 2020, with a CAGR of 3.8%.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.The sex toys industry is still at the nascent stage in various developing economies such as India, Middle East countries, and Some South-East Asian countries. The growing trend of embracing sexuality among Indians is amajor factor leading to demand for sex toys. Moreover, the law guiding the sale of sex toys in India is vague and prudish, which is enabling retailers to offer a variety of sex toys and accessories. However, the market is also exposed to some restrains. Presence of social taboos and negative social perception toward sex toys are expected to hamper the market growth in India and the Middle East during the forecast period.
The outbreak of the COVID-19 pandemic has positively affected the sex toys market. Sales of products has witnessed significant increase online as it offers to shoppers, a good number of options, discounts, and door step delivery. In most countries, including India, there is a ban on displaying sex toys in public, which promotes their sales on online stores portals. Sexual activity has decreased as a result of the rise in hectic schedules, stress, frustration, psychiatric disorders, and medical problems. For instance, medical conditions including low testosterone, drugs, restless legs syndrome (RLS), depression, chronic disease, sleep disorders, and ageing cause a decline in men's and women's sexual stamina, which in turn lowers their level of ardour during sexual activities. Researchers found that men with RLS are more likely than men without RLS to experience erectile dysfunction (ED). As a result, the number of sexual activities between men and women has fallen, which has led to a decline in the market for sexual wellness items including sex toys, condoms, female contraception, and others.
A significant segment of the sexual wellness market includes sex toys. The usage of numerous goods, including sex toys, contraceptives, lubricants, delay sprays, pregnancy testing kits, and vaginal sexual health products, can help a person maintain their physical, emotional, and sexual well-being. Moreover, items that improve the pleasure of a sexual encounter, offer protection from STDs, and lower the danger of unintended pregnancy are regarded as sexual wellness items. Sex toys are linked to a number of advantages, including a decreased risk of unintended pregnancy and STDs as well as a doubled enjoyment of sex with or without a partner.
Consumer interest in and use of sexual wellness products is greatly influenced by technological advancements. To differentiate themselves from their rivals, many major firms in the market are improving their products. The availability of sex toys with sensors now is further projected to have a favorable impact on the global sex toys market throughout the course of the forecast period.
The rise in millennials' sexual preferences and increased consumer knowledge of sex toys are anticipated to fuel market expansion throughout the predicated period. Moreover, difficulties like hectic schedules, stress, frustration, medication, age disorders, and hormone problems are anticipated to impair an individual's sexual stamina; as a result, wellness items like sex toys have become extremely popular among young couples. Key players operating in the global sex toys market are adopting product launch and acquisition as their key developmental strategies to cater to the increase in requirements of customers. Acquisition would help the companies to share technological requirements for their existing and new products. This would ultimately help the market leaders to enhance their product portfolio with comparatively less investment and thereby increase their market share.
Social marketing is a sort of intervention in which brands for sexual health products are created, promoted, and sold to a particular target demographic. This platform is mostly used to market condoms and sex toys in order to encourage their use and raise awareness of STDs. There are other additional strategies that support market expansion, such as the public (free) and private distribution of condoms. In developing nations like China and India, social marketing has become incredibly popular for condom branding and sales.
Governments and NGOs have also used social marketing to deliver health services, such as family planning and HIV-AIDS awareness. In contraceptive social marketing, manufacturers of contraceptives give their products to NGOs, social marketing firms, or both. To make the subsidized goods accessible to the target population, these organizations or NGOs employ already-existing commercial and noncommercial distribution networks and retail outlets.
Since millennials are the primary buyers of sex toys, the growth of the millennial population has a direct impact on the market. Also, it has been observed that the youthful generation is becoming much more interested in sexually explicit products. As of 2019, India's population was more than 50% under 25 and more than 65% under 35, which is expected to increase demand for condoms, contraception, and sex toys. In addition, women's financial independence, gender equality, and ability to make their own decisions enable them to do so. As a result, marketers should see women as independent consumers of condoms and other contraceptives.
This is explained by the fact that there are many products available for different communities, such as double dildos, tongue vibes, nipple vibes, and cock rings for lesbian couples and butt plugs, anal dildos, and butt rings for gay couples.
However, sexual activity has decreased as a result of the rise in hectic schedules, stress, frustration, psychiatric disorders, and medical problems. For instance, medical conditions including low testosterone, drugs, restless legs syndrome (RLS), depression, chronic disease, sleep disorders, and ageing cause a decline in men's and women's sexual stamina, which in turn lowers their level of ardour during sexual activities. Researchers found that men with RLS are more likely than men without RLS to experience erectile dysfunction (ED). As a result, the number of sexual activities between men and women has fallen, which has led to a decline in the market for sexual wellness items including sex toys, condoms, female contraception, and others.
Segmental Overview
The report segments the sex toys market on the basis of product type, end user, distribution channel, and region. By product type, it is divided into vibrators, dildos, rings, and others. On the basis of end user, the market is split into men and women. Based on distribution channel, the market is segmented into supermarket & hypermarket, online stores, specialty stores, and drug stores. The market is analyzed across North America, Europe, Asia-Pacific, and LAMEA.
By Product Type
Depending on the product type, the vibrators segment dominated the market in 2021, garnering majority of the market share; however, the rings is expected to grow at the highest CAGR of 4.7% from 2022 to 2031. In addition, The vibrators market sector has experienced significant growth in the global sex toys market and is anticipated to maintain its leadership during the forecast period. This is primarily attributable to millennials' growing interest in sex and related activities. Vibrators can be used alone or in tandem, which is likely to encourage more individuals to utilise them. The usage of sex toys like vibrators and dildos has also been substantially influenced by social media, pornography, and sex movies, especially among the younger population. Vibrators are linked to a number of advantages, including a decreased risk of unintended pregnancy and Infections as well as a doubled enjoyment of sex with or without a partner. Due to the fact that millennials are becoming more and more interested in it, it accounts for the largest share of the sex toys market.
By Product Type
Rings segment would witness the fastest growth, registering a CAGR of 4.7% during the forecast period.
By End User
Depending on the end user, the women segment dominated the market in 2021, garnering majority of the market share; however, the men is expected to grow at the highest CAGR of 4.8% from 2022 to 2031. In addition, In terms of value, the market for sex toys is seeing a growing contribution from the female sector. The demand for products like vibrators, pregnancy test kits, female condoms, menstruation cups, diaphragm and cervical caps, and exotic lingerie & apparel is expected to increase as female contraceptive use increases, sex education increases, and female sexual curiosity increases. Vibrators and dildos are increasingly used by women for stimulation and pleasure during sexual activity. Due to advantages including achieving orgasm and relieving sexual angst, vibrators are becoming increasingly popular among women.
By End-use
Men Segment witnssed a major growth rate of 4.8%
By Distribution
Depending on the distribution channel, the specialty stores segment dominated the market in 2021, garnering majority of the market share; however, the supermarket/hypermarket is expected to grow at the highest CAGR of 4.6% from 2022 to 2031. In addition, Products for sex toys like condoms, contraceptives, lubricants, and sprays are sold in bulk at supermarkets and hypermarkets. Also, some shops sell combo packs of sex toys, which encourage customers to make larger purchases. These goods are organized into categories and put on shelves with placards that list their specifications and prices, making them simple to find. A wide variety of consumer items, plenty of parking, and convenient operating hours have helped hypermarkets and supermarkets grow in popularity. Also, the popularity of hypermarkets is increased in both established and emerging nations by increased urbanization, a growth in the population of the working class, and competitive pricing. Moreover, these shops sell condoms, vibrators, and lubricants & sprays under a variety of brand names. As a result, the distribution channel for supermarkets and hypermarkets helps the market expand.
By Distribution Channel
Online Stores Segment held the major share of 29.8% in 2020
By Region
Region wise, Asia-Pacific dominated the market in 2021, garnering a market share of 45.5%. Due to the rising number of young people and their interest in sex, the Asia-Pacific region is predicted to see the highest CAGR during the projection period. In growing economies like India and China, where e-commerce is expanding quickly and becoming more widely used, individuals are increasingly buying sex toys, condoms, pregnancy test kits, and sex-enhancing lubricants. With sex education, individuals in India are openly discussing sex and sex-related activities. This fresh and revolutionary approach to sex is anticipated to have an impact on the rise of sexual wellness items like sex toys in the country.
By Region
North America held the major share of 46.1% in 2020
Competitive Analysis
The key players profiled in this 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.
Some Examples of Expansion In The Sex Toys Market
In January 2022, Bijoux Indiscrets expanded its business by shipping on two items from the company’s recent SEX AU NATURAL collection: the palm-sized Personal Massager vibrator and Orgasm Glow edible, herbal supplements.In April 2022, Hot Octopuss launched new product such as KURVE g-spot vibrato to offer innovative sex product across the globe.In October 2021, Hot Octopuss collaborated with U.S.-based sex toy manufacturer Kiiroo to launch new product Pulse Solo Interactive, a high-end penis stimulator device to expand its presence in the marketIn October 2021, Durex subsidiary of Reckitt Benckiser Group Plc has launched new sex toys to offer exotic experience for its consumers.
Key Benefits For Stakeholders
- This report provides a quantitative analysis of current trends, estimations, and dynamics of the global sex toys market from 2021 to 2031 to identify the prevailing market opportunities.
- The Porter’s five forces analysis highlights the potency of the buyers and suppliers to enable stakeholders to make profit-oriented business decisions and strengthen their supplier–buyer network.
- In-depth analysis of the market segmentation assists to determine the prevailing market opportunities.
- Major countries in each region are mapped according to their revenue contribution to the global industry.
- The market player positioning segment facilitates benchmarking while providing a clear understanding of the present position of the key market players.
- The report includes analyses of the regional as well as global market, key players, market segments, application areas, and growth strategies.
Sex Toys Market Report Highlights
| Aspects | Details |
 By PRODUCT TYPE |
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 By END-USER |
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 By DISTRIBUTION CHANNEL |
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 By Region |
|
 Key Market Players | DOC JOHNSON ENTERPRISES, CAYA CO-OPERATIVE LTD., .RECKITT BENCKISER GROUP PLC, CALIFORNIA EXOTIC NOVELTIES, LLC, TENGA CO., LTD, ADAM & EVE STORE, HOT OCTOPUSS LIMITED, .WE-VIBE, .BIJOUX INDISCRETS, CHURCH & DWIGHT CO., INC. |
Analyst Review
As per the perspective of top-level CXOs, the global sex toys market is expected to unleash attractive business opportunities in developing economies, however, is dealing with challenges simultaneously. With increase in STDs, STIs and per capita income, developing economies are further expected to emerge as major markets for sexual wellness products in a decade.
Increase in interest for products and their awareness among consumers further boosts the market growth. Increased innovations and improvisation in the sexual wellness products has further aided to the growth of the sex toys market in the North America and Europe region, for instance, battery enabled vibrators, silicone lubricated condoms gained immense popularity in the developed countries including, U.S. Germany, Norway, Sweden and Japan.
Key players in the market have adopted new product launch, continuous innovation, and acquisition as their key developmental strategies to fulfill the rising demand for advanced and improved sex toys products. Vibrators and dildos, has gained major popularity in female segments, which is further promoting the growth of sex toys market during forecast period.
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%.
The CAGR of sex toys market is 4.3%.
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The forecast period in the market report is from 2021-2030.
The top companies in the sex toys market are 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.
The segments of the sex toys market is product type, end user and distribution channel.
North America held the maximum share of the sex toys market.
Increase in interest for products and their awareness among consumers and Increased innovations and improvisation in the sexual wellness products.
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