Sex Toys Market: Emerging Trends and Growth Opportunities, 2028

Sex Toys Market: Emerging Trends and Growth Opportunities, 2028

A Chapter by Markets Insights

The global sex toys market size was valued at USD 33.64 billion in 2020. It is expected to expand at a compound annual growth rate (CAGR) of 8.04% from 2021 to 2028.


The global Sex Toys Market size is expected to reach USD 52.39 billion by 2028, based on a new report by Grand View Research, Inc. It is projected to register a CAGR of 8.04% during the forecast period. Women aging from 16 to 70 years old are indulging in the pleasure of adult toys. The stigma of using these products to replace a partner has long been broken by couples who enjoy these toys from time to time, which is expected to drive the market growth.

The impact of the COVID-19 pandemic is expected to create an economic downturn in all industries as the majority of countries are in lockdown. However, the initial impact of country-wide lockdown has exhibited a boost in sales of sex toys. Several countries such as Italy, the U.S., Australia, U.K., Canada, and France reported high demand for sex toys, from January to March 2020. These countries have also experienced increased sales, from the anticipated yearly forecast. People are advised to practice social distancing and self-isolation for self-care, which has led to an increase in the sales of sex toys such as vibrators and massagers.LELO launched a wave of Stayhome and Save deals applicable for the entire month of May 2020, wherein the company was offering up to 15% discounts on its products.

Asia Pacific is expected to be the fastest-growing market during the forecast period. China and Australia are the leading revenue generators in the market. The stigma surrounding sex is reducing among millennials and Gen-Z, who are more open to exploring new things to enhance their sexual experience.In March 2019, Reckitt Benckiser launched its direct-to-consumer e-commerce platform to sell its premium products in India.

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Sex Toys Market Report Highlights

  • The female sex toys segment held the largest market share in 2020 and is expected to expand at the second-highest CAGR during the forecast period. Single women are among the leading contributors to the market growth
  • Manufacturers are trying to reach a larger market via e-commerce sites. In developing countries where adult stores are not easily accessible, online retailers are meeting customer demand by offering a different range of products via discrete delivery and an added advantage of discounted rates
  • North America held the largest market share in 2020, owing to the presence of numerous retailers providing easy access to products. In the U.S. and Canada, sociodemographic factors also play a role in the type of toy being preferred and its frequency of use
  • With increasing disposable income in developing countries, consumers are opting for innovative products such as exquisite vibrators, BDSM gear, and anal toys. This increases opportunities for market players to capitalize on the growing demand for more high-end innovative products
  • Emerging players backed by technological advancements are developing products that offer a more realistic experience. Brand leaders such as Doc Johnson, LELO, FleshLight, and LoveHoney have a global presence with a strong product portfolio.In July 2019, LifeStyles Healthcare announced the launch of three new intimate accessories under its SKYN brand-SKYN Thrill, SKYN Vibes, and SKYN Shiver

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Added on March 1, 2021
Last Updated on March 1, 2021
Tags: Sex Toys Market

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Markets Insights
Markets Insights

Felton, CA

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