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2015-2026 Trends Analysis Report: Market Share and Size of the Adult Toys Industry

Industry Insights

A study carried out in 2018 estimated the sex toys industry at USD 25.7 billion. And it is expected to continue growing at 7.81% CAGR all through the forecast period.  This growth is attributed to the increasing demands of consumers who want to boost their sexual experience.  Data has shown that sex toys are generally gaining popularity among adults across all age groups.

The use of cutting-edge technology to create innovative products is the current trend in the adult toys industry. Products such as sex robots, virtual gadgets, remote-enabled devices, augmented reality, and the ones that offer immersive experience would become commonplace soon. One of the innovators in this industry is the Australian Startup, Exolover Pty Ltd. This company is working on a ground-breaking device that works on the blockchain technology, allowing the users to interact remotely and share intimate experiences.

The LGBTQ community is one of the leading groups that patronize sex toys such as vibrators and the likes. Factors such as liberalization and its influence on social media are crucial to the increasing interest in promoting sexual health. For instance, many people can now openly discuss their sexual needs and their use of sex toys and lubricants to elevate their sexual experience.

Manufacturers of sex toys offer a wide range of products for users across all age groups. The demography of sex toy users ranges from age 16 to 70 for women. Another interesting fact is that couples also use these sex toys nowadays. So, the stigma associated with using these sex toys without a partner has eroded. Reports have shown that many middle-aged men that are having challenges enjoying sex now have pleasurable experiences with these gadgets. Other groups that have also embraced the use of sex toys are the baby boomers and Generation Y. Patronage from these groups is expected to give a substantial boost to the sex toy industry.

Another issue that is driving innovation in the sex toy industry is that it is not a regulated industry. In essence, manufacturers are not under obligation to report product formulation to any agency. That is why vendors have the freedom to create various innovative products which are now called novelty toys. Both genders are now using sex toys such as dildos, vibrators and e-stimulators to enhance their sexual experience.

Market Insight Based on Type

An overview of the sex toys market based on type uses the male and female to classify sex toys.  Out of these two, the female sex toy is projected to be the fastest-growing segment. Despite the taboo and social stigma, many women can purchase sex toys products without hassles. One can find products such as anal beads, dildos and vibrators in display at various wellness centers.

Moreover, the methods of marketing sex toys are focused on the female gender. As it were, the vendors are more interested in attracting female customers. A typical example is an advertisement campaign by PinkCherry-one, a top retailer of sex toy products in Canada. The company created a billboard ad for its product called “Womanizer” in a way that appeals to female customers.  Most of the sales generated from “Womanizer” are orders made from online stores.

Sex toy products such as anal beads, penile rings and vibrators have become increasingly popular over the last decade. The increase in adoption of sex toys by both couples and single adults might be responsible for the rise in the use of sex toys. In western countries such as US, Canada UK, France and Germany, the number of men that purchase sex toys is about half of women that use these adult toys.

Market Insight Based on Distribution Channels

The channels of distributing sex toys are mainly eCommerce, specialty stores and superstores. Today, sex toys and vibrators have become popular products for enhancing sexual wellness because the attitude of people has changed over the years. Consequently, the location of sex toy shops is no longer in obscure parts of the town; they are now in conspicuous places. Moreover, the customers no longer feel awkward while walking into an adult store to purchase sex toys.

You can find sex toy products displayed conspicuously in specialty stores and superstores all over the cities. These products have become as rife as condoms and lubricants. On the other hand, adult stores are hard to find in developing nations where sex toys may not be legally or socially acceptable.

However, online vendors have come to rescue of people who want to enhance their sexual experience.  Online stores can serve customers across the world, whether sex toys are socially acceptable in the buyer’s country or not.  Moreover, buying from online sources that deliver the products discreetly enhances the privacy of buyers, especially those that make frequent purchases.  In countries such as the US, UK, Australia, Germany, Denmark, and China, the distribution network is mde up of wholesalers, distributors and retailers. Therefore, sex toy products are easily accessible to consumers in these countries.

Market Insight Based on Region

In the year 2018, North America has the largest market for sex toys. Perhaps, the continent took the lead because it’s the hotspot for sex toy manufacturers and retail outlets. A survey carried out in 2019 shows that about 53% of Americans use adult toys. The high-level of social acceptance and the proliferation of Adult Stores all over the continent would continue to drive the market during the forecast period.  For instance, Walmart, one of the leading retail outlets, has started selling sex toy products, making these products easily accessible to buyers.

According to the projection, Asia Pacific would experience the fastest growth through the forecast period. The highest concentration of manufacturing facility is in China that has over a thousand manufacturing companies. They provide OEM manufacturing services for several top brands in the industry. Besides, these industries export their products to other countries like Japan, Australia, New Zealand, and India.

The emergence of life-sized sex dolls from manufacturers in Japan and China has also evolved the adult toys industry and the sexual experience of individuals. Some of these products are hi-tech, using artificial intelligence in making these erotic dolls.

The bulk patronage of the adult toy industry comes from European nations such as Germany, the U.K., Denmark, and Italy, France, and Belgium. The most common type of sex toys in these countries are vibrators and dildos. Some of the leading adult toy brands such as Fun Factory, LELO, and LoveHoney are actively catering to demands in Europe.  All these factors worked together to place Europe as the second-largest market in 2018.

Market Share Insight

The fact that there are several global and regional manufacturers makes the market fragmented. The products in the market vary extensively; right from the simple ones to high-tech erotic and luxurious sex toys that elevate the sexual experience of the users.  While these products received full acceptance and are advertised openly in developed nations, they are still widely unacceptable or banned outrightly in developing countries.

The leaders in the sex toys industry include the following: Doc Johnson Enterprises; Lovehoney Group Ltd; LifeStyles Healthcare Pte Ltd; We-Vibe.BMS Reckitt Benckiser Group plc; Factory; Tenga Co., Church & Dwight Co., Inc.; LELO; Ltd.; Fun Factory; and many others.

LELO and We-Vibe are among the manufacturers that use advanced technology to develop luxurious sex toy products. A typical example is a product called SONA developed by LELO in 2018. This product uses sonic waves and pulse to stimulate the user instead of vibration used in the conventional models. Fun Factory also launched an innovative product line with rechargeable batteries that use Click n Charge power mode.

Scope of This Report

The base year used for estimation2018
The Dates evaluated in the Report2015 – 2017
Period of Forecast2019 – 2026
The Market RepresentationRevenue in USD Million & CAGR from 2019 to 2026
Regions CoveredNorth America, Europe, Latin America, Asia Pacific, & MEA
Countries CoveredU.S., Canada, U.K., Italy, Spain, Japan, Australia, Brazil, Germany, China, India, France, Mexico, and South Africa.
Scope of ReportRevenue forecast, competitive landscape, trends, company share & growth factors

Segments Covered in the Report

This forecast focuses on growth report that covers growth, regional and country. It also analysis trend the current trend in the industry, as well as other, subtends from the years 2015 to 2026. For this study, sex toys were classified based on region, distribution channels and the market type.

  • Scope of the Forecast (Revenue, USD Million, 2015 – 2026)
    • Female
    • Male
  • The Distribution channels reviewed (Revenue, USD Million, 2015 – 2026)
    • E-Commerce
    • Specialty Stores
    • Superstores
  • Regional Outlook (Revenue, USD Million, 2015 – 2026)
    • North America
      • The US.
      • Canada
    • Europe
      • The UK.
      • Germany
      • Italy
      • Spain
      • France
    • Asia Pacific
      • China
      • Japan
      • Australia
      • India
    • Latin America
      • Mexico
      • Brazil
    • Middle East & Africa
      • South Africa