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July 2025
The global sex toys market size accounted for USD 38.59 billion in 2024, grew to USD 41.96 billion in 2025, and is expected to be worth around USD 89.12 billion by 2034, poised to grow at a CAGR of 8.73% between 2025 and 2034. The demand for sex toys is increasing due to the growing sexual wellness awareness and the rise of online delivery platforms.
The sex toys market refers to the industry involved in the design, production, distribution, and retail of objects or devices used to enhance sexual pleasure and intimacy, either individually or with a partner. These products span various functionalities such as stimulation, performance enhancement, role play, and novelty. The market caters to all genders and sexual orientations, with products available through both online and offline channels.
The rising acceptance of female sexuality in urban areas is one of the major progressive factors that are playing an impactful role in the market's growth. Women’s sexual wellness is now openly discussed due to the rise of social media and healthcare professionals. Majorly, social media is one of the key media that is helping to boost awareness due to its privacy. These platforms are also investing in celebrity influencers to make their initiatives more credible.
The rising acceptance of multiple genders, like LGBTQ+, is one of the major growth factors that has been playing an impactful role in diversifying sex toys for these genders.
The growing focus on self-care is one of the major reasons which is promoting the use of sex toys, which contributes towards the sexual wellness of an individual.
The rising interest of public figures, mainly in pop culture & celebrity are helping in normalizing the use of sexual wellness products/
| Report Attributes | Details |
| Market Size in 2025 | USD 41.96 Billion |
| Expected Size by 2034 | USD 89.12 Billion |
| Growth Rate from 2025 to 2034 | CAGR 8.73% |
| Base Year of Estimation | 2024 |
| Forecast Period | 2025 - 2034 |
| Dominant Region | North America |
| Segment Covered | By Product Type ,By Material, By Gender/End-User, By Distribution Channel, By Technology, By Price Range, By Region |
| Key Companies Profiled | Lovehoney Group, LELO , We-Vibe (Wow Tech Group) , Doc Johnson Enterprises, Adam & Eve, BMS Factory , Nalone , TENGA Co., Ltd. , Lover Health Science and Technology Co., Ltd., Fun Factory , OhMiBod, Jimmyjane , SVAKOM , Blush Novelties, Shenzhen Jweimi Technology Co., Ltd. , XR Brands , Pipedream Products, Inc. , CalExotics (California Exotic Novelties) , MysteryVibe , Lovense |
The rise of technologies like Artificial Intelligence (AI) is playing a major influential role in promoting the growth of the sex toys market. The rise of AI has enabled to introduction of personalized functionality according to the individuals, which includes controlling the pressure, rhythm or speed of the sex toys. Additionally, similar to wearable devices, sex toys are also being introduced with voice and touch-activated controls, which help in making hands-free adjustments. The AI features have also introduced heart rate and temperature tracking, which analyzes the stress level and emotional state of the individual. Additionally, the sex toys are in their initial years of boom, which makes AI an important tool for companies in terms of product development and distribution.
The urban areas have managed to pull out significant growth in sexual wellness products, including toys. The sex toys market is also facing certain challenges due to the lack of sex education, which often leads towards misconceptions about sexual health and wellness. Sexuality is also looked at as taboo in these regions, which restricts the demand for toys in these regions. These social factors are affecting the acceptance of various sex toys due to the lower social media usage or influence.
What made North America the dominant region in the sex toys market in 2024?
The North America sex toys market is expected to increase from USD 14.69 billion in 2025 to USD 36.54 billion by 2034, growing at a CAGR of 10.46% throughout the forecast period from 2025 to 2034. North America marked its dominance by generating the highest revenue share of 35% in 2024. The dominance of the region is attributed to the higher consumer awareness in countries like the U.S. and Canada. Sexual wellness is now being openly discussed in the majority of areas, focusing on women's participation. The brands in the region are investing heavily in smart products, which is helping them to advance rapidly. Additionally, the higher disposable income in the region also helps individuals to spend on sexual wellness products.
U.S. Sex Toys Market Trends
The U.S. stands as a dominant country in the market due to higher female empowerment as compared to other countries. The sex toys market is expected to maintain its demand for technological adoption like AI, by the premium brands. Additionally, the well-established e-commerce growth in the country is expected to help the country grow more rapidly in future.
Asia Pacific is expected to grow at the fastest CAGR during the forecast period of 2025 to 2034. The growth of the segment is attributed to the rising sexual wellness awareness among the middle-class populations in China, Japan, South Korea and India. The sex toys market is expected to grow rapidly due to the dominance of the youth population, where companies are focusing on product design based on the Gen Z population.
China Sex Toys Market Trends
China stands as one of the largest key countries in the market due to its dominance in manufacturing and exports. The Chinese government has a higher focus on the manufacturing sector, which attracts investments from global and local brands. The sex toys market is expanding rapidly as cities like Beijing, Shanghai, Shenzhen and others are witnessing higher disposable income, which promotes the use of sex toys.
What made vibrators dominant in sex toy products in 2024?
The vibrators segment stood as the dominant segment by generating the highest revenue share of 35% in 2024. The dominance of the segment is attributed to the higher popularity across various genders. The majority of the segment’s revenue is attracted by the higher consumer base of females, which is influenced by the rise of social media platforms. The higher demand among consumers has also led to the product's availability in many online and physical platforms like pharmacies and wellness stores.
The sex toys market has been expanding rapidly, where vibrators are one of the core products, which are being expanded rapidly with many tech-driven solutions.
The app-controlled wearables segment is expected to grow at the fastest CAGR during the forecast period of 2025 to 2034. The growth of the segment is attributed to the rising technological advancements, mainly driven by smartphone usage. The sex toys market will mark more rapid growth as sexual wellness is being discussed more openly among couples, which helps them in improving their overall well-being. The digitalization is expected to help the startups mainstream their products, with the help of social media advertising on various channels.
How was silicone the dominant segment in sex toy material in 2024?
The silicone segment marked its dominance by generating the largest revenue share of 45% in 2024. The dominance of the segment is attributed to the body compatibility and safety of the material, which is mainly influenced by the use of medical-grade silicone. These materials are considered to be hypoallergenic and non-toxic, which has made them effective in all product range.
The sex toys market is expanding rapidly as dominant products like vibrators, dildos and other devices are mainly made using silicone. Additionally, the material is also user-friendly as it has easy maintenance.
The Thermoplastic Elastomer (TPE) segment is expected to rise at the fastest CAGR during the forecast period of 2025 to 2034. The growth of the segment is attributed to the realistic appeal of the material, which is helping to attract more consumers. The sex toys market is expanding rapidly as many companies are advancing in the material to make it more flexible for consumer use. Additionally, the lower material cost is also one of the major reasons, which is helping in its expansion in the emerging regions like Asia and Latin America.
How did the female segment dominate the use of sex toys in 2024?
The female segment marked its dominance by generating the highest revenue share in 2024. The dominance of the segment is attributed to the inclusion of sexual wellness as a part of their routine. The sex toys market has maintained the penetration of female sex toys in the emerging economies, due to rising consumer interest. The global brands are also investing heavily in products specializing in female anatomy to attract more consumers. The online platforms are also one of the major reasons where women are purchasing these products at their convenience and privacy. Additionally, the investments in female influencer marketing are expected to normalize the use of female sex toys in the future.
The LGBTQ+/Non-binary segment is expected to grow at the fastest CAGR during the forecast period of 2025 to 2034. The growth of the segment is attributed to the rising acceptance of multiple genders in the majority of the regions. The sex toys market is expected to grow rapidly as brands are focusing on innovation, unisex products to attract various genders like gay, lesbian, bisexual and many more. These genders have also established their organizations, which are helping in improving their mental and sexual well-being. They are conducting campaigns like Pride Month and many more, which are attracting collaboration with sex toy manufacturers.
How was the online channel segment dominant in the sex toy distribution in 2024?
The online segment generated the highest revenue share of 60% in 2024. The dominance of the segment is attributed to the privacy and anonymity of the platform, which attracts more consumers compared to physical shopping. The sex toys market has been attracting the majority of the growth due to the wider product accessibility on e-commerce platforms like Amazon, Flipkart and many more. Additionally, these channels have managed to dominate in various consumer goods due to their competitive pricing. Additionally, the brands are investing in social media marketing, which is helping them to attract more traffic from platforms like TikTok and Instagram.
The app-based brand portals segment is one of the fastest-growing sub-segments of online channels. The growth of the segment is attributed to the DTC module, which eliminates the inclusion of third-party platforms. The business model also helps companies to increase their profit margins and provide products at lower costs to their consumers. The sex toys market is also expanding rapidly as the mature audience is being attracted towards brand loyalty, which also creates demand for portfolio expansion. The rising interest from Millennials and Gen Z in smartphone-based browsing is expected to help the market grow rapidly in the coming years.
What made rechargeable sex toys popular in 2024?
The rechargeable segment marked its dominance by generating the highest revenue share in 2024. The dominance of the segment is attributed to the user convenience, which eliminates constant battery replacement. Moreover, these products are gaining popularity among young consumers due to their eco-friendly appeal. The sex toys market will expand rapidly as these products are being designed with a focus on durability.
The AI-integrated devices segment is expected to grow at the fastest CAGR during the forecast period. The rising sexual wellness has led to a rising focus on personalized products, which is promoting the integration of AI in the sex toys market. The remote connectivity of these products is expected to help the market gain more popularity in the future.
Why were mid-range sex toys dominant in 2024?
The mid-range segment stood as the dominant one by generating the highest revenue in 2024. The dominance of the segment is attributed to the wider appeal in the emerging economies. Moreover, the rising sexual wellness awareness among these users is promoting their first-time purchase. Additionally, these products are widely accessible across online and offline retail channels, which makes them more popular.
The premium segment is expected to grow at the fastest CAGR from 2025 to 2034. The popularity of the segment is attributed to the growth of tech-driven products. Additionally, the rising disposable income is helping consumers to spend on sexual wellness products.
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By Product Type (USD Million & No. of Units)
By Material (USD Million)
By Gender/End-User (USD Million)
By Distribution Channel (USD Million)
By Technology (USD Million)
By Price Range (USD Million)
By Region (USD Million & No. of Units)
July 2025
June 2025
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