U.S. BDSM Sex Toys Market Size, Share & Trends Analysis Report By Type (Restraints, Bondage Furniture, Sex Machines, Electrostimulation Products, Sensory Deprivation, Physical Stimulation), By Distribution Channel, And Segment - Industry Analysis, Share, Growth, Regional Outlook and Forecasts, 2023-2032

The U.S. BDSM Sex Toys market size was exhibited at USD 1.19 billion in 2022 and is projected to hit around USD 2.58 billion by 2032, growing at a CAGR of 8.03% during the forecast period 2023 to 2032.

Key Takeaways:

• Based on the type, the restraints segment held the largest market share in 2022. This can be attributed to the growing popularity of the restraints and the lower cost of the products compared to bondage furniture, electrostimulation products, and sex machines
• Moreover, sensory deprivation was the second-most preferred sex toy used during BDSM practice, with around 44.8% of people using it and about 83.9% of individuals interested in using it, as per the Ask Eva Survey in October 2022
• Many players are seeking manufacturing of BDSM sex toys from private-label OEM companies such as Sportsheets, XR Brands, Adult Private Label, and sextoysfactory.com, whereas companies such as Doc Johnson Enterprises manufacture their products
• The growing importance of the return policy is leading to a competitive advantage as it aids in increasing customer loyalty and helps customers in reducing the perceived risk while deciding to buy the toy
• Moreover, customers are shifting toward technologically advanced, innovative sex machines from traditional penetrative or extractive sex toys. Hence, companies are launching customizable human-like robots or machines for sexual intercourse

U.S. BDSM Sex Toys Market Report Scope

The market growth can be attributed to the growing popularity of e-commerce and growing consumer awareness regarding these products. Moreover, the lower cost of these products is expected to boost the demand for BDSM sex toys in the U.S.

Many companies are involved in developing products that provide a more realistic experience and sales and offer discounts on products to have a competitive edge. For instance, in October 2021, Lovehoney Group launched an exclusive collection of bondage boutique and sex toys, including the Bondage Boutique Leopard collection with blindfolds, paddles, floggers, cuffs, and others. 

Restraints are gaining popularity in the U.S. and are the most used products in the country. For instance, according to the Ask Eva survey of October 2020 by Le Wand, around 89.36% of the respondents in the U.S. were interested in restraint sex toys such as ropes, gags, and cuffs. Moreover, around 61.53% of the respondents used restraint toys in the country.

Consumers are becoming comfortable speaking regarding BDSM/Kink/Fetish activities. As per the National Coalition for Sexual Freedom Consent Survey Report of 2020, in the U.S., around 81.4% of respondents are comfortable speaking regarding BDSM activities with their partners, around 65.0% of participants with friends, around 68.7% with alternative sex members, and around 11.8% with the family members. 

Type Insights

Based on the type the market is segmented into restraints, bondage furniture, sensory deprivation, physical stimulation, electrostimulation, sex machine, and others. Restraints segment dominated the market in 2022 with the largest share and is expected to witness the fastest market growth during the forecast period. This can be attributed to the increasing demand for products from young adults & the LGBTQ+ community and their easy availability in online retail stores in the U.S.

The lower cost of the products and rising preference for BDSM sex toys by beginners are expected to drive the market during the forecast period. Many companies are launching new products to cater to this growing customer pool of restrained BDSM products. For instance, in June 2018, Rihanna launched the Savage Xcessories line with around 11 products, such as fluffy satin restraints and fluffy handcuffs. This line of BDSM products was launched on the Savage X Fenty website.

Sensory deprivation is expected to witness significant growth during the forecast period. This can be attributed to the enhanced sexual intimacy and pleasure during sensory deprivation activities as it amplifies the other senses by restricting one sense. According to a survey of around 2,700 users by Simpatic.us, around 59% of women respondents were interested in being blindfolded during sexual intercourse. 

Distribution Channel Insights

Based on the distribution channel the market is divided into e-commerce, mass merchandizers, and specialty stores. The e-commerce segment dominated the U.S. sex toys market with the largest market share in 2022. This segment is expected to witness the fastest growth rate during the forecast period owing to the increasing number of customers preferring these channels over traditional options due to the discrete delivery of products and customer anonymity.

The specialty stores held a significant market share in 2022. Decreasing social stigma regarding the use of sex toys has boosted the appeal of adult toy stores in the U.S. The LGBTQ+ community and younger demographics are showing interest in exploring new sexual experiences, making them major target customers of specialty store owners. In addition, these stores often provide a unique customer experience while shopping, with expert recommendations and a diverse range of products from multiple brands.

The availability of BDSM sex toys has increased in the U.S. In recent years, mass merchandisers in the U.S have been selling BDSM sex toys such as blindfolds and restraints in sexual wellness aisles.

Key Companies & Market Share Insights

The U.S. BDSM sex toys market is highly fragmented with the presence of global and local manufacturers & distributors. These companies have a vast range of products in several categories, including restraints, sex machines, bondage furniture, gags, and muzzles. These products are designed keeping in mind the diverse consumer demands, with variations in each category. These players are adopting various strategies to stay competitive in the market, including new product launches and sales & discounts. For instance, in January 2022, Pipedream Products started shipping Body Dock Universal Harness System and King Cock Elite Dual Density Silicone dildos from its distribution center in the Midwest. Some prominent players in the U.S. BDSM sex toys market include:

• Lovehoney Group Ltd.
• Doc Johnson Enterprises
• Unbound
• PHE, Inc. (Adam & Eve)
• California Exotic Novelties
• Pipedream Products
• Mr. S Leather
• The Stockroom (JTT, Co.)
• Extreme Restraints (XR LLC)
• Kink Store 

Segments Covered in the Report

This report forecasts revenue growth at country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2018 to 2032. For this study, Nova one advisor, Inc. has segmented the U.S. BDSM Sex Toys market.

By Type 

• Restraints
• Bondage Furniture
• Sex Machines
• Electrostimulation Products
• Sensory Deprivation
• Physical Stimulation

By Distribution Channel

• E-commerce
• Specialty Stores
• Mass Merchandizers