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The Sex Toys Market size is expected to increase by USD 23.72 billion at a CAGR of 11.09% between 2023 and 2028. The market is experiencing significant growth, driven by several factors. The increasing popularity of sex toys worldwide reflects changing social attitudes and greater acceptance of sexual wellness products. This trend is further supported by the rapid growth of e-commerce platforms, which make it easier for consumers to purchase these items discreetly and conveniently. Additionally, there is a growing demand for remote-controlled sex toys, which offer enhanced features and connectivity, catering to a tech-savvy audience. Together, these elements contribute to the expanding market, highlighting the evolving consumer preferences and the impact of digital innovation on the sexual wellness industry.
The market for remote-controlled sex toys is driven by the increasing demand for enhanced user experiences, prompting companies to integrate advanced features like Bluetooth and Wi-Fi connectivity. Specifically designed products for females allow remote control from both short and long distances, facilitated by dedicated apps. For instance, the Sync toy by We-Vibe, accessible via the We-Connect app, enables hands-free control from any distance. The availability of such advanced features is expected to propel market growth in the forecast period. Our report examines historical data from 2018 - 2022, besides analyzing the current market scenario.
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The adult vibrators segment is estimated to witness significant growth during the forecast period. The significant expansion of the global market is attributed to the changing perception of individuals toward sex toys, including vibrators and media exposure. In addition, the adult vibrators market is growing in terms of market size and product offerings. Furthermore, startup companies and key companies have introduced various innovative product offerings.
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The adult vibrators segment was the largest segment and was valued at USD 5.94 billion in 2018. Moreover, technological advances in products have created opportunities for startup companies and new market players to enter the market and expand their businesses. For instance, in September 2022, JIMMYJANE, a luxury intimate wellness brand, collaborated with SELF and launched three new sex toys- the vibrating finger massager, vibrating slimline massager, and vibrating C-ring. In addition, based on the shape and function, adult vibrators are generally classified into three product categories, namely external vibrators, insertion vibrators, and dual-purpose vibrators. Hence, such factors are fuelling the expansion of this segment which in turn drives the market growth during the forecast period.
The growing consumer adoption will fuel the dildo segment, which will increase the market growth. There has been a significant evolution in the dildo segment in terms of shape, size, material, and color, which has increased the demand for dildos among end-users, especially female users. Moreover, public health campaigns and open discussions about sex-related topics on television and other media channels have created a rapid shift in the attitude of individuals toward sex toys such as dildos. In addition, other factors that have contributed to the growth of this market are rising Internet penetration, the availability of legal pornography videos online, the trend of bachelorette parties in developed countries, and the high availability in online stores. Hence, such factors are fuelling the expansion of this segment which in turn drives the market growth during the forecast period.
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Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period. One of the main contributors to the market growth in North America is the US. In addition, the presence of several vendors in the US, increasing disposable income, changing perceptions about sex toys among individuals, and the presence of online and brick-and-mortar retail channels are increasing the demand for these products, thereby fuelling the expansion of the market in the region. For instance, Promescent, a firm focused on sexual wellbeing and offering a wide array of scientifically supported products, has revealed that it will be introducing a new line of sex toys called Vibe Together on November 2023 in Las Vegas. Hence, such factors are driving the market growth in North America during the forecast period.
The market, rooted in ancient texts like the Kama Sutra and influenced by Vatsyayana's teachings on pleasure, offers a diverse array of products ranging from traditional lingams and yonis to modern vibrators and anal toys crafted from materials like gold, silver, and copper. With a focus on meeting the evolving tastes and preferences of female consumers, businesses in this sector engage in the creation, production, promotion, and retailing of adult toys to enhance sexual satisfaction and pleasure worldwide.
Growing awareness of the health benefits of sex toys is an emerging trend in the market growth. Various researchers and sex educators are highlighting the positive side of using sex toys in therapy. The popularity of among people is increasing due to their health benefits. Women tend to opt for these to maintain the flexibility of their vaginal tissues, especially after childbirth.
Moreover, other factors like vaginal dryness, atrophy, which can lead to painful sex, and vulval pain conditions such as vulvodynia, can be prevented with the help of sex toys. Similarly, men also enjoy a lot of health benefits from such products. Furthermore, as activities related to sex help to release endorphins in the body, they can, therefore, help in reducing stress and anxiety. Therefore, the growing awareness about the health benefits among people will drive the expansion of the global market during the forecast period.
Potential health risks associated with using sex toys will impede the market growth. Vaginal sex toys give rise to high risks of vaginal infections. They are required to be cleaned with water before usage. If they are not waterproof, they must be cleaned with alcohol to maintain hygiene. Sex toys that are not clean can cause sexually transmitted infections (STIs) such as chlamydia, syphilis, herpes, and bacterial vaginosis. Moreover, penetrative sex toys must not be used if there are any cuts, sores, or bleeding around the vagina, anus, or penis. This may cause blood-borne infections such as HIV and hepatitis B and C.
Furthermore, itchiness and rashes can be caused by the chemicals that are generally used to fabricate sex toys, such as plastic, vinyl, and rubber. Additionally, raw materials such as Bisphenol A and phthalates that are considered carcinogens are found in them. They can develop various hormone-related and infertility issues, along with issues like breast cancer. Therefore, such factors can hinder the growth of the global market during the forecast period.
Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.
Adam and Eve Stores: The company offers sex toys such as sex dolls.
The research report also includes detailed analyses of the competitive landscape of the market and information about 20 market companies, including:
Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.
The market research report provides comprehensive data (region wise segment analysis), with forecasts and estimates in "USD Billion" for the period 2024 to 2028, as well as historical data from 2018 to 2022 for the following segments.
Online Sex Toys Marke Analysis APAC, Europe, North America, South America, Middle East and Africa - US, Canada, China, Japan, Germany - Size and Forecast
Female Sex Toys Market by Distribution Channel, Type, and Geography - Forecast and Analysis
Adult Entertainment Marke Analysis North America, APAC, Europe, South America, Middle East and Africa - US, Mexico, China, Japan, UK - Size and Forecast
The market encompasses a diverse range of products inspired by ancient texts like the Kama Sutra and authors like Vatsyayana. From traditional items like lingam and yoni to modern innovations like anal toys, materials such as gold, silver, and copper are utilized in their creation. This market caters to various demographics, including female consumers, with trends and preferences often determined by survey data. Ownership of sex toys has become more widespread, driving growth in the global sex toy market alongside advancements in production and promotion techniques. In the United States alone, the contraception market intersects with this industry, reflecting evolving tastes and desires for enhanced sexual satisfaction and pleasure. During the forecasted period, the business sector has seen a rising interest in unique products like apadravyas and Babhravya designs, as well as modern vibrator.
Furthermore, the market is evolving rapidly, driven by changing societal norms and the de-stigmatization of sexual wellness. Modern products focus on quality, adhering to strict safety regulations to ensure body-safe items for an enhanced user experience. Innovations include app connection and smart features, catering to diverse sexual expressions and promoting individual wellbeing. Emphasis on sustainable materials and gender-neutral designs expands the consumer base, addressing the needs of trans and non-binary people. The market offers a wider range of high-quality adult products for pelvic floor health, stress reduction, and self-care. Companies must navigate laws, policies, and regulations to safeguard consumers and meet market expectations while leveraging biofeedback sensors and vibrator-integrated meditation apps to enhance general wellbeing.
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Market Scope |
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Report Coverage |
Details |
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Page number |
165 |
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Base year |
2023 |
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Historic period |
2018-2022 |
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Forecast period |
2024-2028 |
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Growth momentum & CAGR |
Accelerate at a CAGR of 11.09% |
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Market Growth 2024-2028 |
USD 23.72 billion |
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Market structure |
Fragmented |
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YoY growth 2023-2024(%) |
10.93 |
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Regional analysis |
North America, APAC, Europe, South America, and Middle East and Africa |
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Performing market contribution |
North America at 35% |
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Key countries |
US, Mexico, China, Russia, and UK |
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Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
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Key companies profiled |
Adam and Eve Stores, Bad Dragon Enterprises Inc., Beate Uhse Group BV, BMS Factory, Church and Dwight Co. Inc., Cliq Ltd., Doc Johnson Enterprises, FUN FACTORY GmbH, JIMMYJANE, LELOi AB, Lovehoney Group Ltd., Luvu Brands Inc., Pipedream Products LLC, Reckitt Benckiser Group Plc, Rocks Off Ltd., Tantus Inc., TENGA Co. Ltd., The Aneros Co., VIBRATEX Inc., and WOW Tech International GmbH |
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Market dynamics |
Parent market analysis, Market Forecasting, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, and Market condition analysis for the market forecast period. |
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Customization purview |
If our market report has not included the data that you are looking for, you can reach out to our analysts and get segments customized. |
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1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation by Product
7 Market Segmentation by Distribution Channel
8 Customer Landscape
9 Geographic Landscape
10 Drivers, Challenges, and Trends
11 Vendor Landscape
12 Vendor Analysis
13 Appendix
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