Sex Toys Market Value By Type (Vibrators, Sex Dolls, Dildos, Bondage, Penis Rings, Anal Toys, Others), By Gender (Male, Female), By Distribution Channel (E-commerce, Specialty Stores, Mass Merchandizers), By Region (North America, Europe, Asia Pacific, Latin America, Middle East & Africa), Industry Analysis, Share & Forecast, 2023 - 2032

  • ID: 350 |  
  • Published date: April, 2023  |  
  • Report Format: PDF

Recent update: Our research team is keeping a close eye on the potential impact of COVID-19 and other global crises on various industries worldwide, allowing us to stay ahead of the competition.

Market Overview:

Sex Toys Market size valued at USD 31.5 Billion in 2022 and is projected to showcase a CAGR of over 9.1% from 2023 to 2032. By the end of the forecast period, the market is anticipated to reach a valuation of around USD 57.3 Billion.

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Sex toys are devices that are used to enhance sexual pleasure and intimacy. They come in various shapes, sizes, and materials, and are designed for a range of purposes, including solo play, partner play, and to aid in sexual health and wellness. Sex toys can be made from a variety of materials, including silicone, rubber, and plastic. It is important to choose a toy made from body-safe materials, as some materials can cause irritation or infection. It is also important to properly clean and store sex toys to prevent the growth of bacteria and other harmful organisms. 

Sex Toys Market Value Insights

Report Coverage


Base Year


Market Size in 2022

USD 31.5 Billion

Forecast Period

2023 to 2032

CAGR (2023 to 2032)


Forecast Year Value, 2032

USD 57.3 Billion

Historical Data for

2019 to 2022

Segment Covered

Type, Distribution Channel, Gender, Region

Companies Covered

  • Church & Dwight Co., Inc.
  • Reckitt Benckiser Group plc
  • We-Vibe
  • LELO
  • LifeStyles Healthcare Pte Ltd
  • Fun Factory
  • Doc Johnson Enterprises
  • and more.


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Moreover, these toys are used by people of all genders and sexual orientations, and can be a fun and safe way to explore different aspects of sexuality and intimacy. They can be purchased online, in specialty stores, or through adult toy parties.


Growing demand for sexual wellness products and services:

The growing demand for sexual wellness products and services is indeed driving the sex toys market. As more people become interested in taking care of their sexual health and well-being, they are turning to a variety of products and services that can help them achieve this goal.

Sex toys are increasingly being recognized as an important part of sexual wellness, as they can provide a range of benefits, such as increasing sexual pleasure, reducing stress and anxiety, and promoting sexual exploration and experimentation. This has led to a growing demand for sex toys among consumers, particularly those who are seeking to enhance their sexual experiences or address specific sexual health concerns. 

Additionally, the rise of e-commerce and online shopping has made it easier than ever for consumers to access a wide range of sex toys and related products. This has helped to expand the market for sex toys and has made them more accessible to a broader range of consumers.

Increase in online sales and distribution channels for sex toys:

There has been a significant increase in online sales and distribution channels are one of the prominent factor drive the sex toys market. This growth is attributed to several factors, including changes in consumer behavior, technological advancements, and increased access to e-commerce platforms. 

Moreover, online sales for sex toys are the privacy and discretion that these platforms provide. Many consumers feel more comfortable purchasing sex toys online, as it allows them to avoid the potential embarrassment or stigma associated with purchasing these products in a physical store. Online retailers can also provide a wider selection of products, as they are not limited by physical space or inventory constraints.

Another factor contributing to the growth of online sales is the increasing acceptance and normalization of sex toys in mainstream culture. As more people become comfortable discussing and exploring their sexuality, they are turning to online platforms to learn about and purchase sex toys. This has led to an increase in demand for educational content and product reviews, which online retailers are well-equipped to provide. Technological advancements have also played a role in the growth of online sales for sex toys. For example, virtual reality and augmented reality technologies can be used to provide a more immersive and interactive shopping experience for consumers.

By Distribution Channel Analysis:

The e-commerce platforms segment held 60% share of the sex toys market in 2022, driven by increased internet penetration and the availability of numerous sex toys on e-commerce platforms. Customers who prefer online purchases over brick-and-mortar adult stores benefit from the anonymity maintained in product delivery. 

Regional Overview:

North America is currently the largest market for sex toys, accounting for a significant portion of the global sex toys market share. The region is home to a large population of sexually active adults who are increasingly open to exploring their sexuality and trying new products. In addition, the rise of e-commerce platforms and the availability of discreet shipping options have made it easier for consumers to purchase sex toys online.

Asia Pacific is a rapidly growing market for sex toys, with countries like China, Japan, and India leading the way in terms of sales. However, the region is more conservative when it comes to sex and sexuality, which has led to challenges in terms of market growth. In many countries, the sale and distribution of sex toys are still heavily regulated or restricted, which has limited market penetration. Nonetheless, changing attitudes towards sex and increased access to e-commerce platforms are expected to drive growth in the region.

Key Development:

  • In September 2022, Church & Dwight Co., Inc. has agreed to pay $630 million for the Hero Mighty Patch brand (Hero) and additional acne treatment products.
  • In October 2022, the newest device on LELO's roster, the LELO DOT, from the sex toy company, is perfect for "pinpoint" stimulation.
  • In July 2019, LifeStyles Healthcare announced the addition of three new intimate accessory lines to its SKYN brand. These are the SKYN Vibes, SKYN Thrill, and SKYN Shiver lines.

Top companies include in the global sex toys market are:

  • Church & Dwight Co., Inc.
  • Reckitt Benckiser Group plc
  • We-Vibe
  • LELO
  • LifeStyles Healthcare Pte Ltd
  • Fun Factory
  • Doc Johnson Enterprises
  • PinkCherry
  • Lovehoney Group Ltd
  • BMS Factory
  • Tenga Co., Ltd.
  • Others

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In-depth analysis of sex toys market along with industry coverage and forecasting for the following segments:

Market Value, By Type

  • Vibrators
  • Sex Dolls
  • Dildos
  • Bondage
  • Penis Rings
  • Anal Toys
  • Others

Market Value, By Gender

  • Male
  • Female

Market Value, By Distribution Channel

  • E-commerce
  • Specialty Stores
  • Mass Merchandizers

Market Value, By Region

  • North America
  • Europe
  • Asia Pacific
  • Middle East and Africa
  • Latin America

Frequently Asked Questions (FAQ):

Publisher: Market Value Insights


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