U.S. Sex Toys Market Size to Reach USD 11.62 Billion in 2025

U.S. Sex Toys Market Prices, News, Monitor, Market Analysis & Demand

Based on comprehensive market projections, the U.S. sex toys market size accounted for USD 10.72 billion in 2024, grew to USD 11.62 billion in 2025, and is expected to be worth around USD 24.04 billion by 2034, poised to grow at a CAGR of 8.41% between 2025 and 2034.

Last Updated: 02 July 2025 Category: Apparel, Footwear & Accessories Insight Code: 5653 Format: PDF / PPT / Excel

U.S. Sex Toys Market Size and Forecast 2025 to 2034

The U.S. sex toys market size is calculated at USD 10.72 billion in 2024, grew to USD 11.62 billion in 2025, and is projected to reach around USD 24.04 billion by 2034. The market is expanding at a CAGR of 8.41% between 2025 and 2034. The market is expected to grow at a CAGR of xx% from 2025 to 2034. This market is growing due to rising awareness, increasing acceptance of intimate products, and rapid innovation in tech-enabled, inclusive, and discreet pleasure solutions.

U.S. Sex Toys Market Size

Key Takeaways

  • By product type, the vibrators segment held the largest share of the market in 2024 due to widespread consumer preference, versatile use cases, and mainstream availability.
  • By product type, the app-controlled and smart toys segments are observed to grow at the fastest rate during the forecast period, influenced by rising tech adoption, remote intimacy needs, and personalization trends. 
  • By gender target, the female-oriented products segment is currently experiencing the most rapid growth in 2024 due to increased empowerment, self-care awareness, and targeted product innovation.
  • By gender target, the LGBTQ+ & gender-neutral products segments are expected to grow at the fastest rate in the U.S. sex toys market due to inclusive designs, identity-driven demand, and evolving brand messaging.
  • By material, the medical-grade silicone segment dominates the U.S. sex toys market because of its safety, durability, and long-standing consumer trust.
  • By material, the sustainable & body-safe designer material segment is emerging as the fastest-growing, influenced by eco-conscious buyers, ethical sourcing, and aesthetic innovation. 
  • By distribution channel, the online retail & e-commerce segment dominates the U.S. sex toys market, influenced by consumer privacy needs, digital convenience, and extensive product variety.
  • By distribution channel, the subscription-based & direct-to-consumer segment is emerging as the fastest-growing, influenced by curated offerings, personalization, and repeat customer engagement. 
  • By price, the mid-tier ($50-$150) segment held the dominating share of the U.S. sex toys market due to balanced pricing, high functionality, and mass-market appeal. 
  • By price, the luxury & designer products segment is observed to grow at the fastest rate during the forecast period, influenced by aesthetic preferences, wellness branding, and premium consumer behaviour.

Market Overview 

The U.S. Sex Toys Market encompasses all adult products designed to enhance sexual pleasure, promote sexual health, and support intimate wellness. These include devices and accessories such as vibrators, dildos, lubricants, BDSM gear, wearable stimulators, and tech-enabled (smart) sex toys. The market caters to diverse consumer segments, including singles, couples, LGBTQ+ communities, and aging populations seeking enhanced intimacy or therapeutic solutions.

Driven by growing sexual wellness awareness, destigmatization of adult products, female empowerment, and increased availability through discreet online retail, this industry has transformed from niche to mainstream. The integration of app-based controls, ergonomic designs, medical-grade materials, and inclusive marketing is further reshaping market dynamics. Regulatory oversight regarding product safety, materials, and age-appropriate marketing also influences this evolving space.

U.S. Government Initiatives in Promoting the Sex Toys Market-2025

  • On 29 May 2025, "Penetrating FDA Regulation: Justifications for FDA Oversight of Sex ‘Toys’ as Medical Devices," a Columbia Law School journal article published, argues that the FDA should classify and regulate sex toys as medical devices to protect against health hazards and regulatory gaps.(Source: jlsp.law.columbia.edu)
  • On 7 January 2025, the Federal Register issued draft guidance to modernize how clinical studies consider sex- and gender-specific data. This may indirectly affect sex-device classification and research standards.(Source: www.federalregister.gov)
  • Smart & App-Controlled Devices: Tech-enabled toys with AI, Bluetooth, and app control are surging, especially for long-distance intimacy and personalization.
  • Inclusive & Gender-Neutral Designs: Brands now focus on LGBTQ+ and non-binary users, offering more inclusive products and language.
  • E-Commerce Boom: Over 60% of sales happen online, supported by discreet packaging and privacy-focused checkout options.
  • Eco-Friendly Products: Consumers prefer body-safe materials and sustainable packaging, pushing brands toward greener innovation.
  • Wellness & Luxury Branding: Toys are now seen as self-care tools, featured in wellness stores like Goop and Sephora.
  • Rising Male Market: Male-focused toys are growing rapidly, driven by new designs and shifting attitudes.
  • State-Level Challenges: Some states propose restrictions, while others support open access, creating a mixed regulatory landscape.
  • Tech Integration: Features like voice control, VR sync, and biometric response make devices smarter and more immersive.
  • Subscription & Customization: Monthly boxes and custom designs cater to demand for novelty and personalization.
  • Celebrity Influence: Endorsements by public figures help destigmatize sex toys and boost mainstream visibility.

Report Scope

Report Attributes  Details
Market Size in 2025 USD 11.62 Billion
Expected Size by 2034 USD 24.04 Billion
Growth Rate from 2025 to 2034 CAGR 8.41%
Base Year of Estimation 2024
Forecast Period 2025 - 2034
Segment Covered By Product Type, By Gender Target, By Material, By Distribution Channel, By Price Range
Key Companies Profiled Lovehoney Group, Lelo (Intimina, Lelo Hex), We-Vibe (WowTech Group), Doc Johnson Enterprises, BMS Factory (PalmPower, Swan), Dame Products, Satisfyer, OhMiBod, Jimmyjane,
Tenga Co., Ltd., Adam & Eve (Evolved Novelties), Lovense, Pipedream Products,
Lora DiCarlo, Blush Novelties

Opportunity

How is e-commerce reshaping the sales strategy for sex toy brands? 

E-commerce has eliminated geographical and social barriers, enabling discreet access to intimate products. With features like secure checkouts, anonymous billing, and doorstep delivery, online platforms are attracting a larger audience. Brands are also using data analytics to personalize offerings and retarget customers effectively. The digital first approach ensures 24/7 availability and significantly improves conversion rates. 

Restraint

What regulatory and legal restrictions are restraining the U.S. sex toys market? 

Laws that prohibit the sales and public display of sex toys are still being proposed or enforced in several conservative states. Legislation such as Texas SB 3003 seeks to restrict retail access and enforce stringent age verification procedures, particularly in convenience stores and pharmacies. Consumer access is restricted, legal uncertainty is increased, and compliance costs are raised, especially in rural and traditional areas. The expansion of national brands is hampered by this patchwork legislation, which also causes supply chain friction. 

  • On 19 February 2025, the Texas State Senate proposed Senate Bill 3003 to restrict in-store sex toy sales and require age verification.(Source: www.reddit.com)

Country Level Analysis

The United States stands as one of the largest and most progressive markets for sex toys in 2025, fueled by growing knowledge of sexual wellness, robust e-commerce, and changing societal perceptions of pleasure and self-care. Online platforms dominate sales because of their discreet delivery and extensive product availability, and urban millennials and Gen Z are rapidly adopting tech-enabled app-controlled and luxury-positioned products. Conservative state laws, cultural stigma in rural areas, and stringent advertising regulations that reduce brand visibility continue to be obstacles in the market despite its expansion. However, opportunities in subscription-based models, smart device integration, and male-focused offerings are still emerging, positioning the U.S. as a major centre for product innovation in sexual wellness. 

Segmental Analysis

By Product Type 

Why are vibrators the most dominant product type in the U.S. sex toys market?

The vibrators segment dominated the market in 2024, motivated by universally embraced by people of all ages and genders highly trustworthy and adaptable. Their universal relevance stems from their ability to serve solo couples and therapeutic use cases. Their price accessibility in various formats (bullet wand and rabbit) and ease of use make them the preferred options. To lessen stigma, marketing has positioned them as self-care tools rather than taboo objects. Furthermore, vibrators are frequently recommended by therapists and health professionals for sexual wellness, which enhances their legitimacy. Stores like Amazon and Target carry them, which increases accessibility and visibility even more. 

App app-controlled and smart toys segment is anticipated to witness the fastest growth as they are technologically advanced and interactive. These toys enable music-based vibration remote syncing, long-distance intimacy, and AI-guided enjoyment. Couples and long-distance partners find connected devices appealing as dating and relationships become more digital. These toys are fun, adaptable, and discreet, which fits in with Gen Z  are millennials' lifestyles. Additionally, brands are using app data to tailor recommendations to increase user retention and satisfaction. Technology is closely linked to sexual wellness in the future, setting this market up for rapid expansion.

  • On 7 January 2025, lovense showcased new AI powered lineup at CES 2025 announced lush 4 egg vibrator, mission 2 dildo, and Solace Pro male masturbator with AI and app sync features.(Source: finance.yahoo.com)

By Gender Target 

Why are female-oriented products dominating the U.S. sex toys market?

Female-oriented toys dominate the U.S. market because women are becoming more empowered, reproductive health is receiving more attention, and people are becoming more receptive to their pleasure.  Since women are now through to make most decisions regarding intimate wellness, companies are creating toys that are discreet, aesthetically pleasing, and ergonomic just for them. Women are empowered to freely share reviews and recommendations through podcasts, influencers, and online forums. Additionally, brands target younger consumers with campaigns that emphasize equality of pleasure and body positivity. This category leads in revenue and user engagement thanks to improved representation of relatable language and trust-driven design. They are in demand by both novice and expert users.

  • On 25 March 2025, Dame products announced a nationwide campaign promoting women's access to sexual wellness products via public events and mobile branding.(Source: www.businesswire.com)

LGBTQ+ & gender-neutral product-inclusive toys are growing swiftly as more customers seek inclusive nonbinary designs that celebrate a range of identities. By avoiding the male/female label, these toys are designed to accommodate a greater variety of anatomical orientations are expressions. Brands that embrace fluidity and embody queer values are particularly sought after by Millennials and Gen Z. companies are defying convention by launching strapless unisex and dual-purpose toys. Effective community-driven marketing and representation are also advantageous for this category. This market is growing faster as inclusivity grows in importance as a motivator for purchases. 

By Material 

Why is medical-grade silicone the most dominant material in U.S. sex toys?

Medical-grade silicone dominates due to unparalleled safety, hygienic advantages, and skin-friendly texture. It is perfect for prolonged intimate contact because it is nonporous, odorless, and hypoallergenic. It's a realistic, supple, and soft feel that increases user comfort and fosters loyalty. To maintain trust and assure FDA compliance, silicon is a top priority for the majority of premium and mid-tier brands. Nowadays, 100 percent body-safe silicone is a popular marketing slogan. The longevity of silicon also supports a higher price and longer lifespan. It is the industry standard for reliable performance and high-end user satisfaction. 

Sustainable & body-safe designer material reshaping material choices, with increasing demand for recycled, biodegradable, and plant-based materials. Consumers, especially Gen Z, prioritize ethical sourcing and environmental impact when choosing personal items. Designers are introducing materials like bio-silicon, glass, stainless steel, and even bamboo. These options offer luxury aesthetics while being eco-conscious. Paired with reusable packaging and minimalist design, these toys appeal to environmentally aware buyers. Sustainability is now seen as a core brand value, not just a trend.

By Distribution Channel 

Why is online retail and e-commerce the leading distribution channel in the U.S.?

Online retail & E-commerce dominate due to consumer preference for discreet judgment-free shopping and 24/7 accessibility. Websites offer verified reviews, product comparisons, and instructional content to assist users in making informed decisions. Due to convenience and health safety, digital channels were the go-to option both during and after the pandemic. AI-powered recommendations of loyalty plans and targeted marketing are further features of e-commerce. Brands can now use digital tools to optimize inventory, track behavior, and get feedback. Fast fulfilment, simple returns, and regular discounts are additional advantages of online sales. E-commerce is, therefore, the most favored and effective sales channel. 

Subscription-based & direct to consumers are growing fast as consumers embrace curated experiences and personalized intimacy kits. Brands like Unbound and Maude offer monthly boxes featuring toys, lubricants, and accessories, boosting retention. These models remove the discomfort of in-store visits while offering discovery and convenience. D2C also empowers brands to build stronger customer relationships and gather first-party data. This allows for targeted offering, repeat sales, and upselling opportunities.  With enhanced user engagement and storytelling, subscription models are redefining loyalty in sexual wellness.

By Price 

Why do mid-tier products ($50-$150) dominate the U.S. sex toys market?

Mid-Tier ($50-$150) products dominate because they provide premium products at an affordable price, offering the best value performance ratio. In this market, consumers anticipate multifunctional design, waterproofing, medical-grade silicon, and rechargeable batteries, all of which are readily available here. By balancing innovation and cost, these toys appeal to both novice and seasoned users. Brands heavily advertise this category through gift kits, starter bundles, and internet advertisements. Couples and those who give gifts it to be the sweet spot. As the mass market norm, mid-market norm, and mid-tier toys have the highest rates of repeat business.

Luxury & designer products are booming as consumers seek high-end, wellness, integrated, and aesthetic experiences. These products feature sculpted design, whisper-quiet motors, customizable patterns, gold plating, or ergonomic elegance. They blur the boundaries between intimacy, beauty, and technology and are frequently marketed as lifestyle accessories. Consumers are prepared to spend more money on durable, aesthetically pleasing, and discreetly packaged goods. They have gained widespread recognition thanks to retail alliances with Goop, Saks, and Nordstrom. This market is expanding quickly among wealthy and image-conscious consumers as luxury self-care and sexual wellness combine.

Recent Developments 

  • On 30 June 2025, High‑design vibrators trend highlighted stylish, sculptural devices like the Maude Vibe and Tenga Iroha+ are gaining popularity. These toys combine aesthetics with wellness and even Bluetooth/app integration, reflecting the mainstreaming of “design-forward” pleasure products(Source: www.vogue.com)
  • On 24 June 2025, The Groove Thing Kickstarter was introduced as the “world’s first internal Bluetooth speaker + vibrator combo.” This device focuses on internal bass and percussion experiences. Though still a prototype, it signals a move toward novel sensory blends between music and intimacy(Source: www.wired.com)

Top Companies 

U.S. Sex Toys Market Companies

Segments Covered in this Report 

By Product Type

  • Vibrators
    • Bullet Vibrators
    • Wand Massagers
    • G-spot & Clitoral Vibrators
    • Remote/App-Controlled Vibrators
  • Dildos
    • Realistic Dildos
    • Glass, Silicone, and Metal Dildos
    • Double-Ended & Strap-On Dildos
  • Masturbators
    • Male Sleeves & Strokers
    • Penis Pumps
    • Sex Dolls & Torsos
  • Anal Toys
    • Butt Plugs
    • Anal Beads
    • Prostate Massagers
  • Bondage & BDSM Products
    • Restraints & Handcuffs
    • Whips, Paddles, and Floggers
    • Blindfolds & Gags
  • Lubricants & Enhancers
    • Water-Based, Silicone-Based, Hybrid
    • Warming & Flavored Lubricants
    • Delay Sprays & Arousal Gels
  • Wearables & Couples’ Toys
    • Vibrating Rings
    • Wearable Panty Vibrators
    • Couples’ Remote-Controlled Devices
  • Smart & Tech-Enabled Toys
    • App-Synced Vibrators
    • AI & Teledildonic Devices
    • Bluetooth & Voice-Activated Toys

By Gender Target

  • Female-Oriented Products
  • Male-Oriented Products
  • Unisex/Couples’ Products
  • LGBTQ+ Inclusive Designs

By Material

  • Medical-Grade Silicone
  • ABS Plastic
  • Glass, Steel & Crystal
  • Jelly/Rubber (phasing out due to safety concerns)

By Distribution Channel

  • Online Retail & E-commerce
  • Specialty Adult Stores
  • Pharmacies & Drugstores
  • Supermarkets & Mass Retail
  • Subscription-Based Platforms

By Price Range

  • Mass Market (Under $50)
  • Premium ($50–$150)
  • Luxury & Designer (Above $150)
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  • Report Covered: [Revenue + Volume]
  • Historical Year: 2021-2023
  • Base Year: 2024
  • Estimated Years: 2025-2034

Meet the Team

Vidyesh Swar, Senior Research Analyst at Towards Consumer Goods, specializes in market research, focusing on supply-demand evaluation, market trends, sustainable practices, and emerging opportunities in household products, personal care, and packaging.

Learn more about Vidyesh Swar

Aditi Shivarkar, with 14+ years in Consumer Goods market research, specializes in Consumer Goods. She ensures accurate, actionable insights, driving Towards Consumer Goods excellence in industry trends and sustainability.

Learn more about Aditi Shivarkar

Related Insights

FAQ's

Growth is fueled by rising sexual wellness awareness, normalization of adult products, female empowerment, tech-driven innovation (e.g., app-controlled devices), and expanding e-commerce.

E-commerce boosts reach, privacy, and convenience through discreet packaging, 24/7 access, and data-driven personalization—enhancing conversion, retention, and customer lifetime value.

App integration, AI-powered features, voice and VR sync, and biometric-responsive toys are reshaping product design and remote intimacy, especially among tech-savvy Gen Z and millennials.

Fragmented state-level laws (e.g., Texas SB 3003) pose compliance risks, restrict store displays, and raise costs—especially in conservative regions—hindering national expansion.

They offer a strong price-to-functionality ratio with premium features like rechargeability and body-safe materials—targeting mainstream buyers and repeat users.

With a projected CAGR of 8.41% and market size doubling by 2034, investments in tech innovation, inclusive branding, and scalable D2C/e-commerce channels offer high-growth potential.